A data profile of the people who buy, follow and care about Philanthropy in Australia — modelled from more than twelve digital signal sources. Philanthropy has an estimated audience of 2,678,953 people in Australia.
The average Philanthropy fan in Australia is 45.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Charity and causes, Nonprofit organization, Charitable organization, with strongest over-indexing on Charity and causes (2.01× the country average).
Demographically, the Philanthropy audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Community Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Philanthropy fan in Australia is more female, around 45.6 years old, with strong Community Orientation tendencies and a notable affinity for Charity and causes.
The key figures that characterise the Philanthropy profile in Australia.
61.1% are female, 38.9% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 61.1% |
| Male | 38.9% |
| Average age | 45.6 |
| Estimated audience size | 2,678,953 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Philanthropy audience comes from Australia.
| Country | Share |
|---|---|
| United States | 29.0% |
| United Kingdom | 8.9% |
| India | 5.3% |
Where the Philanthropy audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~1M | 1.09× | |
| 02 | Victoria | ~800K | 1.05× | |
| 03 | Western Australia | ~300K | 1.05× | |
| 04 | Australian Capital Territory | ~60K | 1.04× | |
| 05 | Queensland | ~600K | 1.01× | |
| 06 | South Australia | ~200K | 1.00× | |
| 07 | Northern Territory | ~20K | 0.95× | |
| 08 | Tasmania | ~50K | 0.90× |
The strongest cross-interests of the Philanthropy audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mambo (music) | Music & Radio | 4.42× | ||
| 02 | Trust law | Politics & Society | 3.21× | ||
| 03 | Non-governmental organization | Politics & Society | 2.10× | ||
| 04 | Donation | Business & Career | 2.06× | ||
| 05 | Charity and causes | Business & Career | 2.01× | ||
| 06 | Fundraising | Business & Career | 1.99× | ||
| 07 | Social change | Politics & Society | 1.91× | ||
| 08 | Social movement | Politics & Society | 1.89× | ||
| 09 | Activism | Politics & Society | 1.83× | ||
| 10 | Charitable organization | Politics & Society | 1.80× | ||
| 11 | Nonprofit organization | Politics & Society | 1.72× | ||
| 12 | Volunteering | Politics & Society | 1.70× | ||
| 13 | Animal rights | Politics & Society | 1.60× | ||
| 14 | Pension | Business & Career | 1.58× | ||
| 15 | Retirement planning | Business & Career | 1.55× | ||
| 16 | Community issues | Arts & Culture | 1.52× | ||
| 17 | Political party | Politics & Society | 1.52× | ||
| 18 | Centrelink | Politics & Society | 1.51× | ||
| 19 | Health care provider | Health | 1.51× | ||
| 20 | Library | Literature | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.64× | |
| Mindfulness | BALANCE | 1.37× | |
| Patriotism | CONSERVATISM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.91× | |
| Pet Ownership | JOY | 0.92× | |
| Design Affinity | PREMIUM | 1.00× |
Philanthropy has an estimated audience of 2,678,953 people in Australia, concentrated in New South Wales and Victoria.
61.1% of Philanthropy fans are female, 38.9% are male, with an average age of 45.6 years.
Philanthropy fans show strongest brand affinity for Charity and causes (2.01×), Nonprofit organization (1.72×), and Charitable organization (1.8×) over the country average.
Philanthropy fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~800K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Philanthropy itself, the audience over-indexes on Nonprofit organization (1.72×), Charitable organization (1.8×), Volunteering (1.7×), and Donation (2.06×) 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 Philanthropy. 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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