A data profile of the people who buy, follow and care about Rugby union in Australia — modelled from more than twelve digital signal sources. Rugby union has an estimated audience of 5,017,543 people in Australia.
The average Rugby union fan in Australia is 40.6 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include realestate.com.au, Australian rules football, rugby, with strongest over-indexing on realestate.com.au (1.51× the country average).
Demographically, the Rugby union audience skews balanced with an average age of 40.6, and over-indexes on personality traits such as Sustainability, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Rugby union fan in Australia is balanced, around 40.6 years old, with strong Sustainability tendencies and a notable affinity for realestate.com.au.
The key figures that characterise the Rugby union profile in Australia.
47.3% are female, 52.7% are male, average age 40.6.
| Metric | Value |
|---|---|
| Female | 47.3% |
| Male | 52.7% |
| Average age | 40.6 |
| Estimated audience size | 5,017,543 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 24% |
of the worldwide Rugby union audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.9% |
| United Kingdom | 14.6% |
| France | 9.0% |
Where the Rugby union audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2M | 1.79× | |
| 02 | Australian Capital Territory | ~200K | 1.47× | |
| 03 | New South Wales | ~2.5M | 1.26× | |
| 04 | Northern Territory | ~50K | 1.02× | |
| 05 | Western Australia | ~500K | 0.81× | |
| 06 | Tasmania | ~70K | 0.69× | |
| 07 | Victoria | ~800K | 0.52× | |
| 08 | South Australia | ~200K | 0.52× |
The strongest cross-interests of the Rugby union audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Universal Store | Shopping | 2.11× | ||
| 02 | Bras N Things | Shopping | 1.95× | ||
| 03 | Bec and Bridge | Fashion & Accessoires | 1.94× | ||
| 04 | Baby Bunting | Kids & Family | 1.81× | ||
| 05 | Zimmermann | Home & Garden | 1.75× | ||
| 06 | rugby | Sports | 1.74× | ||
| 07 | Rugby World Cup | Sports | 1.74× | ||
| 08 | Super Rugby | Sports | 1.74× | ||
| 09 | Home Renovations | Home & Garden | 1.66× | ||
| 10 | Princess Polly | Fashion & Accessoires | 1.64× | ||
| 11 | Australian rules football | Sports | 1.61× | ||
| 12 | Kookai | Fashion & Accessoires | 1.60× | ||
| 13 | Showpo | Fashion & Accessoires | 1.59× | ||
| 14 | AFL Live | Games | 1.57× | ||
| 15 | Rural tourism | Travel & Leisure | 1.57× | ||
| 16 | lorna jane | Fashion & Accessoires | 1.55× | ||
| 17 | David Jones | Fashion & Accessoires | 1.54× | ||
| 18 | Adairs | Home & Garden | 1.52× | ||
| 19 | realestate.com.au | Home & Garden | 1.51× | ||
| 20 | AFL Grand Final | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.02× | |
| Luxury Orientation | PREMIUM | 0.98× | |
| Design Affinity | PREMIUM | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.77× | |
| Tradition | CONSERVATISM | 0.77× | |
| Community Orientation | OPEN | 0.78× |
Rugby union has an estimated audience of 5,017,543 people in Australia, concentrated in New South Wales and Queensland.
47.3% of Rugby union fans are female, 52.7% are male, with an average age of 40.6 years.
Rugby union fans show strongest brand affinity for realestate.com.au (1.51×), Australian rules football (1.61×), and rugby (1.74×) over the country average.
Rugby union fans in Australia are most concentrated in New South Wales (reach ~2.5M), Queensland (reach ~2M), and Victoria (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Rugby union itself, the audience over-indexes on Australian rules football (1.61×), rugby (1.74×), Baby Bunting (1.81×), and David Jones (1.54×) 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 Rugby union. 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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