A data profile of the people who buy, follow and care about Retirement in Australia — modelled from more than twelve digital signal sources. Retirement has an estimated audience of 2,023,679 people in Australia.
The average Retirement fan in Australia is 51.2 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Pension, Retirement community, Retirement planning, with strongest over-indexing on Pension (2.26× the country average).
Demographically, the Retirement audience skews more female with an average age of 51.2, and over-indexes on personality traits such as Community Orientation, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Retirement fan in Australia is more female, around 51.2 years old, with strong Community Orientation tendencies and a notable affinity for Pension.
The key figures that characterise the Retirement profile in Australia.
59.0% are female, 41.0% are male, average age 51.2.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 51.2 |
| Estimated audience size | 2,023,679 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 6% | |
| 30-39 | 11% | |
| 40-49 | 22% | |
| 50+ | 57% |
of the worldwide Retirement audience comes from Australia.
| Country | Share |
|---|---|
| United States | 38.5% |
| United Kingdom | 4.9% |
| Australia | 3.6% |
Where the Retirement audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~600K | 1.24× | |
| 02 | South Australia | ~200K | 1.17× | |
| 03 | Tasmania | ~50K | 1.12× | |
| 04 | Western Australia | ~200K | 1.00× | |
| 05 | Northern Territory | ~20K | 0.97× | |
| 06 | New South Wales | ~600K | 0.86× | |
| 07 | Victoria | ~500K | 0.86× | |
| 08 | Australian Capital Territory | ~30K | 0.80× |
The strongest cross-interests of the Retirement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Retirement community | Kids & Family | 2.29× | ||
| 02 | Pension | Business & Career | 2.26× | ||
| 03 | Retirement age | Business & Career | 2.16× | ||
| 04 | Retirement planning | Business & Career | 2.15× | ||
| 05 | Retirement home | Home & Garden | 2.08× | ||
| 06 | Pensioner | Business & Career | 2.05× | ||
| 07 | Layoff | Business & Career | 2.05× | ||
| 08 | Acorn Stairlifts | Home & Garden | 1.88× | ||
| 09 | Independent living | Politics & Society | 1.81× | ||
| 10 | Life expectancy | Health | 1.76× | ||
| 11 | Pension fund | Business & Career | 1.74× | ||
| 12 | Gated community | Home & Garden | 1.65× | ||
| 13 | Old age | Politics & Society | 1.63× | ||
| 14 | Hearing test | Health | 1.63× | ||
| 15 | Tinnitus | Health | 1.59× | ||
| 16 | Labour law | Politics & Society | 1.59× | ||
| 17 | Respite care | Health | 1.58× | ||
| 18 | Life insurance | Business & Career | 1.52× | ||
| 19 | Elderly care | Health | 1.50× | ||
| 20 | Susan Boyle | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.05× | |
| DIY Mentality | THRILL | 1.03× | |
| Sustainability | BALANCE | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.80× | |
| Social Media Usage | JOY | 0.81× | |
| Early Adopter Mentality | POWER | 0.83× |
Retirement has an estimated audience of 2,023,679 people in Australia, concentrated in New South Wales and Queensland.
59.0% of Retirement fans are female, 41.0% are male, with an average age of 51.2 years.
Retirement fans show strongest brand affinity for Pension (2.26×), Retirement community (2.29×), and Retirement planning (2.15×) over the country average.
Retirement fans in Australia are most concentrated in New South Wales (reach ~600K), Queensland (reach ~600K), and Victoria (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Retirement itself, the audience over-indexes on Retirement community (2.29×), Retirement planning (2.15×), Retirement age (2.16×), and Old age (1.63×) 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 Retirement. 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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