A data profile of the people who buy, follow and care about Scotland in Australia — modelled from more than twelve digital signal sources. Scotland has an estimated audience of 1,935,440 people in Australia.
Scotland has an estimated audience of 1,935,440 people in Australia. 56.1% are female, 43.9% are male, average age 45.3. Top brand affinities: Sam Heughan, Wikipedia, Edinburgh, Aldi, Nonprofit organization.
Top brand affinities include Sam Heughan, Wikipedia, Edinburgh, with strongest over-indexing on Sam Heughan (8.45× the country average).
Demographically, the Scotland audience skews more female with an average age of 45.3, and over-indexes on personality traits such as Sustainability, Tradition.
The typical Scotland fan in Australia is more female, around 45.3 years old, with strong Sustainability tendencies and a notable affinity for Sam Heughan.
The key figures that characterise the Scotland profile in Australia.
56.1% are female, 43.9% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 45.3 |
| Estimated audience size | 1,935,440 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 38% |
of the worldwide Scotland audience comes from Australia.
| Country | Share |
|---|---|
| United Kingdom | 27.7% |
| United States | 17.1% |
| Germany | 3.5% |
The strongest cross-interests of the Scotland audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sam Heughan | Movies & TV | 8.45× | ||
| 02 | Edinburgh | Travel & Leisure | 5.86× | ||
| 03 | Downton Abbey | Movies & TV | 3.81× | ||
| 04 | Crime fiction | Literature | 2.60× | ||
| 05 | Wikipedia | Internet & Social Media | 2.50× | ||
| 06 | Golden Globe Award | Movies & TV | 2.16× | ||
| 07 | Whisky | Food & Beverages | 1.94× | ||
| 08 | Non-alcoholic beverage | Food & Beverages | 1.89× | ||
| 09 | Knitting | Home & Garden | 1.84× | ||
| 10 | Zoo | Kids & Family | 1.84× | ||
| 11 | ABC | Movies & TV | 1.78× | ||
| 12 | Charitable organization | Politics & Society | 1.67× | ||
| 13 | Museum | Arts & Culture | 1.65× | ||
| 14 | Nonprofit organization | Politics & Society | 1.64× | ||
| 15 | Veterinary medicine | Business & Career | 1.60× | ||
| 16 | Cupcake | Food & Beverages | 1.59× | ||
| 17 | Luxury real estate | Business & Career | 1.53× | ||
| 18 | Tradition | Politics & Society | 1.52× | ||
| 19 | Aldi | Shopping | 1.51× | ||
| 20 | Pharmacy | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.59× | |
| Tradition | CONSERVATISM | 1.52× | |
| Design Affinity | PREMIUM | 1.52× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.68× | |
| Indulgence | JOY | 0.79× | |
| Career Orientation | POWER | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Scotland. 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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