A data profile of the people who buy, follow and care about Pension in Australia — modelled from more than twelve digital signal sources. Pension has an estimated audience of 2,633,763 people in Australia.
The average Pension fan in Australia is 51.1 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Centrelink, Retirement age, Pension fund, with strongest over-indexing on Centrelink (2.92× the country average).
Demographically, the Pension audience skews more female with an average age of 51.1, and over-indexes on personality traits such as Price Sensitivity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Pension fan in Australia is more female, around 51.1 years old, with strong Price Sensitivity tendencies and a notable affinity for Centrelink.
The key figures that characterise the Pension profile in Australia.
57.1% are female, 42.9% are male, average age 51.1.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 51.1 |
| Estimated audience size | 2,633,763 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 7% | |
| 30-39 | 11% | |
| 40-49 | 19% | |
| 50+ | 58% |
of the worldwide Pension audience comes from Australia.
| Country | Share |
|---|---|
| United States | 17.3% |
| United Kingdom | 7.8% |
| Brazil | 7.0% |
Where the Pension audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~80K | 1.33× | |
| 02 | South Australia | ~300K | 1.31× | |
| 03 | Queensland | ~800K | 1.21× | |
| 04 | Western Australia | ~300K | 0.95× | |
| 05 | New South Wales | ~900K | 0.93× | |
| 06 | Northern Territory | ~20K | 0.90× | |
| 07 | Victoria | ~700K | 0.88× | |
| 08 | Australian Capital Territory | ~30K | 0.59× |
The strongest cross-interests of the Pension audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pension fund | Business & Career | 4.80× | ||
| 02 | Retirement age | Business & Career | 3.88× | ||
| 03 | Constitution | Politics & Society | 3.45× | ||
| 04 | Retirement planning | Business & Career | 3.00× | ||
| 05 | Baby boomers | Kids & Family | 2.99× | ||
| 06 | Centrelink | Politics & Society | 2.92× | ||
| 07 | Medibank | Business & Career | 2.72× | ||
| 08 | Groupon | Internet & Social Media | 2.71× | ||
| 09 | Wealth management | Business & Career | 2.45× | ||
| 10 | ABC Television | Movies & TV | 2.12× | ||
| 11 | Life insurance | Business & Career | 2.01× | ||
| 12 | Retirement community | Kids & Family | 1.88× | ||
| 13 | Health insurance | Business & Career | 1.82× | ||
| 14 | Health care provider | Health | 1.67× | ||
| 15 | Australia Post | Business & Career | 1.64× | ||
| 16 | The Good Guys | Home & Garden | 1.59× | ||
| 17 | St.George Bank | Business & Career | 1.58× | ||
| 18 | Stock | Business & Career | 1.55× | ||
| 19 | Wealth | Business & Career | 1.50× | ||
| 20 | Loan | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.43× | |
| Community Orientation | OPEN | 1.36× | |
| Need for Security | CONSERVATISM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.86× | |
| Extroversion | THRILL | 0.87× | |
| Early Adopter Mentality | POWER | 0.88× |
Pension has an estimated audience of 2,633,763 people in Australia, concentrated in New South Wales and Queensland.
57.1% of Pension fans are female, 42.9% are male, with an average age of 51.1 years.
Pension fans show strongest brand affinity for Centrelink (2.92×), Retirement age (3.88×), and Pension fund (4.8×) over the country average.
Pension fans in Australia are most concentrated in New South Wales (reach ~900K), Queensland (reach ~800K), and Victoria (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Pension itself, the audience over-indexes on Retirement age (3.88×), Pension fund (4.8×), Australia Post (1.64×), and Retirement planning (3×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Pension. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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