A data profile of the people who buy, follow and care about Pillow in Australia — modelled from more than twelve digital signal sources. Pillow has an estimated audience of 2,502,298 people in Australia.
The average Pillow fan in Australia is 45.8 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 IKEA, Mattress, Bed, with strongest over-indexing on IKEA (1.53× the country average).
Demographically, the Pillow audience skews more female with an average age of 45.8, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Pillow fan in Australia is more female, around 45.8 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
The key figures that characterise the Pillow profile in Australia.
77.8% are female, 22.2% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 77.8% |
| Male | 22.2% |
| Average age | 45.8 |
| Estimated audience size | 2,502,298 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Pillow audience comes from Australia.
| Country | Share |
|---|---|
| United States | 13.1% |
| Japan | 9.1% |
| Brazil | 4.1% |
Where the Pillow audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~700K | 1.22× | |
| 02 | Victoria | ~800K | 1.08× | |
| 03 | New South Wales | ~900K | 1.05× | |
| 04 | Western Australia | ~300K | 1.03× | |
| 05 | South Australia | ~200K | 1.00× | |
| 06 | Australian Capital Territory | ~50K | 0.91× | |
| 07 | Tasmania | ~50K | 0.90× | |
| 08 | Northern Territory | ~20K | 0.90× |
The strongest cross-interests of the Pillow audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed sheet | Home & Garden | 2.71× | ||
| 02 | Quilt | Home & Garden | 2.48× | ||
| 03 | Mattress | Home & Garden | 2.15× | ||
| 04 | Bedroom furniture | Home & Garden | 2.02× | ||
| 05 | Linen | Fashion & Accessoires | 1.93× | ||
| 06 | Bedroom | Home & Garden | 1.79× | ||
| 07 | Bedding | Home & Garden | 1.77× | ||
| 08 | Couch | Home & Garden | 1.75× | ||
| 09 | Dining room | Home & Garden | 1.75× | ||
| 10 | Chair | Home & Garden | 1.72× | ||
| 11 | Organic compound | Home & Garden | 1.69× | ||
| 12 | Adairs | Home & Garden | 1.69× | ||
| 13 | Bed | Home & Garden | 1.68× | ||
| 14 | Harris Scarfe | Home & Garden | 1.67× | ||
| 15 | Living room | Home & Garden | 1.66× | ||
| 16 | Wool | Fashion & Accessoires | 1.60× | ||
| 17 | Sleep | Health | 1.57× | ||
| 18 | IKEA | Home & Garden | 1.53× | ||
| 19 | Ninemsn | News | 1.53× | ||
| 20 | Cotton | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.32× | |
| Creativity | OPEN | 1.28× | |
| Price Sensitivity | PREMIUM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.89× | |
| Patriotism | CONSERVATISM | 0.91× | |
| Urban Lifestyle | OPEN | 0.92× |
Pillow has an estimated audience of 2,502,298 people in Australia, concentrated in New South Wales and Victoria.
77.8% of Pillow fans are female, 22.2% are male, with an average age of 45.8 years.
Pillow fans show strongest brand affinity for IKEA (1.53×), Mattress (2.15×), and Bed (1.68×) over the country average.
Pillow fans in Australia are most concentrated in New South Wales (reach ~900K), Victoria (reach ~800K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Pillow itself, the audience over-indexes on Mattress (2.15×), Bed (1.68×), Sleep (1.57×), and Bedroom (1.79×) 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 Pillow. 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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