A data profile of the people who buy, follow and care about R. M. Williams in Australia — modelled from more than twelve digital signal sources. R. M. Williams has an estimated audience of 2,479,304 people in Australia.
R. M. Williams has an estimated audience of 2,479,304 people in Australia. 49.6% are female, 50.4% are male, average age 45.5. Top brand affinities: Dan Murphy's, Peter Jackson, Ted Baker, Australian Open, Auction.
Top brand affinities include Dan Murphy's, Peter Jackson, Ted Baker, with strongest over-indexing on Dan Murphy's (1.64× the country average).
Demographically, the R. M. Williams audience skews balanced with an average age of 45.5, and over-indexes on personality traits such as Price Sensitivity, Quality Awareness.
The typical R. M. Williams fan in Australia is balanced, around 45.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the R. M. Williams profile in Australia.
49.6% are female, 50.4% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 49.6% |
| Male | 50.4% |
| Average age | 45.5 |
| Estimated audience size | 2,479,304 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide R. M. Williams audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 78.5% |
| United Kingdom | 11.3% |
| United States | 4.0% |
The strongest cross-interests of the R. M. Williams audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Peter Jackson | Movies & TV | 7.08× | ||
| 02 | Ted Baker | Fashion & Accessoires | 7.02× | ||
| 03 | Ariat | Fashion & Accessoires | 4.95× | ||
| 04 | Acne Studios | Fashion & Accessoires | 4.50× | ||
| 05 | Photovoltaics | Home & Garden | 2.51× | ||
| 06 | High-net-worth individual | Business & Career | 2.44× | ||
| 07 | Weather forecasting | Home & Garden | 2.18× | ||
| 08 | Birkenstock | Fashion & Accessoires | 2.16× | ||
| 09 | Lawn mower | Home & Garden | 2.01× | ||
| 10 | Australian Open | Sports | 1.94× | ||
| 11 | Hair conditioner | Beauty & Wellness | 1.76× | ||
| 12 | Microwave oven | Home & Garden | 1.73× | ||
| 13 | Dan Murphy's | Food & Beverages | 1.64× | ||
| 14 | Innovation | Business & Career | 1.63× | ||
| 15 | Hardware store | Home & Garden | 1.63× | ||
| 16 | Real property | Home & Garden | 1.57× | ||
| 17 | Auction | Shopping | 1.55× | ||
| 18 | Whisky | Food & Beverages | 1.55× | ||
| 19 | Vineyard | Food & Beverages | 1.52× | ||
| 20 | ASICS | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.90× | |
| Quality Awareness | PREMIUM | 1.44× | |
| Indulgence | JOY | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.80× | |
| Social Media Usage | JOY | 0.80× | |
| Spirituality | BALANCE | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for R. M. Williams. 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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