A data profile of the people who buy, follow and care about Pets in Australia — modelled from more than twelve digital signal sources. Pets has an estimated audience of 13,455,753 people in Australia.
The average Pets fan in Australia is 43.5 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Demographically, the Pets audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Pet Ownership, DIY Mentality.
The key figures that characterise the Pets profile in Australia.
56.6% are female, 43.4% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 43.5 |
| Estimated audience size | 13,455,753 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Pets audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 6.6% |
| United Kingdom | 4.4% |
Where the Pets audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~5M | 1.19× | |
| 02 | South Australia | ~1M | 1.10× | |
| 03 | New South Wales | ~5M | 1.05× | |
| 04 | Queensland | ~3.5M | 1.05× | |
| 05 | Western Australia | ~1.5M | 0.98× | |
| 06 | Australian Capital Territory | ~300K | 0.94× | |
| 07 | Tasmania | ~300K | 0.91× | |
| 08 | Northern Territory | ~100K | 0.89× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.97× | |
| DIY Mentality | THRILL | 0.90× | |
| Creativity | OPEN | 0.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.74× | |
| Early Adopter Mentality | POWER | 0.76× | |
| Patriotism | CONSERVATISM | 0.76× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Pets. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.