Rascasse Audience Intelligence

Play (activity) Audience in Australia

A data profile of the people who buy, follow and care about Play (activity) in Australia — modelled from more than twelve digital signal sources. Play (activity) has an estimated audience of 3,585,714 people in Australia.

#439among Topic in Australia
#59in Travel & Leisure

Play (activity) has an estimated audience of 3,585,714 people in Australia. Top brand affinities: Toys, Aldi, Wikipedia, Father's Day, Kindergarten.

Top brand affinities include Toys, Aldi, Wikipedia, with strongest over-indexing on Toys (1.7× the country average).

The typical Play (activity) fan in Australia shows strong Convenience Orientation tendencies and a notable affinity for Toys.

Category: Travel & Leisure · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Play (activity) profile in Australia.

Audience size
3.6M
in Australia
Country rank
#616
Topic in Australia
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Play (activity) fans

Fig. 02

Gender split

Demographic split for Play (activity) audience in Australia
MetricValue
Estimated audience size3,585,714
Fig. 04

Worldwide distribution

1.9%

of the worldwide Play (activity) audience comes from Australia.

Worldwide audience distribution share by country for Play (activity)
CountryShare
United States21.6%
India7.9%
United Kingdom4.5%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Play (activity) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Play (activity) audience
#·InterestCategoryAffinity×
01DVD playerTechnology & Electronics4.40×
02PAW PatrolMovies & TV2.16×
03TableclothHome & Garden2.06×
04TrampolineSports1.86×
05PlaygroundKids & Family1.77×
06ToysGames1.70×
07KindergartenKids & Family1.70×
08WikipediaInternet & Social Media1.64×
09City BeachFashion & Accessoires1.64×
10West ElmHome & Garden1.60×
11BlanketHome & Garden1.59×
12A-LeagueSports1.59×
13SnappedMovies & TV1.59×
14Father's DayKids & Family1.54×
15BackpackFashion & Accessoires1.52×
16Bed frameHome & Garden1.52×
17SaversShopping1.52×
18AldiShopping1.51×
19AdoptionKids & Family1.51×
20Hot chocolateFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Play (activity) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Play (activity) audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.22×
ExtroversionTHRILL1.19×
IndividualismJOY1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Play (activity) audience · Rather not
TraitClusterDeviationScore
TravellingTHRILL0.77×
Luxury OrientationPREMIUM0.79×
Design AffinityPREMIUM0.80×
0×1.00× baseline2×
Appendix

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Related profiles, rankings and the same audience in other markets.

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How to read this data

Audience size is the estimated number of people in Australia who actively search for Play (activity). 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.

About this audience profile

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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