A data profile of the people who buy, follow and care about Self-help in Australia — modelled from more than twelve digital signal sources. Self-help has an estimated audience of 2,154,165 people in Australia.
Self-help has an estimated audience of 2,154,165 people in Australia. 69.5% are female, 30.5% are male, average age 41.8. Top brand affinities: Peter Alexander, Do it yourself (DIY), Mindfulness, Art exhibition, Natural skin care.
Top brand affinities include Peter Alexander, Do it yourself (DIY), Mindfulness, with strongest over-indexing on Peter Alexander (2.57× the country average).
Demographically, the Self-help audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Mindfulness, Risk Appetite.
The typical Self-help fan in Australia is more female, around 41.8 years old, with strong Mindfulness tendencies and a notable affinity for Peter Alexander.
The key figures that characterise the Self-help profile in Australia.
69.5% are female, 30.5% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 69.5% |
| Male | 30.5% |
| Average age | 41.8 |
| Estimated audience size | 2,154,165 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 25% |
of the worldwide Self-help audience comes from Australia.
| Country | Share |
|---|---|
| United States | 29.7% |
| United Kingdom | 5.3% |
| Brazil | 5.2% |
The strongest cross-interests of the Self-help audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Art exhibition | Arts & Culture | 2.76× | ||
| 02 | Mindfulness | Health | 2.74× | ||
| 03 | Natural skin care | Beauty & Wellness | 2.73× | ||
| 04 | Handmade jewelry | Fashion & Accessoires | 2.68× | ||
| 05 | Peter Alexander | Music & Radio | 2.57× | ||
| 06 | Career development | Business & Career | 2.47× | ||
| 07 | Anti-aging cream | Beauty & Wellness | 2.38× | ||
| 08 | Innovation | Business & Career | 2.30× | ||
| 09 | Alternative medicine | Business & Career | 2.28× | ||
| 10 | Luxury real estate | Business & Career | 2.12× | ||
| 11 | Nightlife | Arts & Culture | 2.11× | ||
| 12 | Organic farming | Food & Beverages | 2.09× | ||
| 13 | Fine art | Business & Career | 2.01× | ||
| 14 | Activism | Politics & Society | 2.01× | ||
| 15 | Local food | Food & Beverages | 1.88× | ||
| 16 | Do it yourself (DIY) | Home & Garden | 1.76× | ||
| 17 | Personal care | Health | 1.71× | ||
| 18 | First-time buyer | Shopping | 1.67× | ||
| 19 | Meditation | Health | 1.60× | ||
| 20 | Skin care | Beauty & Wellness | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.99× | |
| Risk Appetite | THRILL | 1.98× | |
| Career Orientation | POWER | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.57× | |
| Family Orientation | CONSERVATISM | 0.79× | |
| Quality Awareness | PREMIUM | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Self-help. 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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