A data profile of the people who buy, follow and care about Seoul in Australia — modelled from more than twelve digital signal sources. Seoul has an estimated audience of 2,037,853 people in Australia.
Seoul has an estimated audience of 2,037,853 people in Australia. 51.0% are female, 49.0% are male, average age 38.9. Top brand affinities: Uniqlo, Muji, Bubble tea, Peter Alexander, Local food.
Top brand affinities include Uniqlo, Muji, Bubble tea, with strongest over-indexing on Uniqlo (4.19× the country average).
Demographically, the Seoul audience skews balanced with an average age of 38.9, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.
The typical Seoul fan in Australia is balanced, around 38.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Uniqlo.
The key figures that characterise the Seoul profile in Australia.
51.0% are female, 49.0% are male, average age 38.9.
| Metric | Value |
|---|---|
| Female | 51.0% |
| Male | 49.0% |
| Average age | 38.9 |
| Estimated audience size | 2,037,853 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 18% | |
| 50+ | 21% |
of the worldwide Seoul audience comes from Australia.
| Country | Share |
|---|---|
| China | 19.8% |
| Japan | 13.3% |
| United States | 8.8% |
The strongest cross-interests of the Seoul audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bubble tea | Food & Beverages | 6.97× | ||
| 02 | Muji | Home & Garden | 6.33× | ||
| 03 | Kiehl's | Beauty & Wellness | 5.25× | ||
| 04 | BTS | Music & Radio | 4.87× | ||
| 05 | Uniqlo | Shopping | 4.19× | ||
| 06 | Tiffany & Co. | Fashion & Accessoires | 3.01× | ||
| 07 | Online food ordering | Food & Beverages | 2.75× | ||
| 08 | Chanel | Fashion & Accessoires | 2.55× | ||
| 09 | Gucci | Fashion & Accessoires | 2.41× | ||
| 10 | Sephora | Shopping | 2.39× | ||
| 11 | Natural skin care | Beauty & Wellness | 2.38× | ||
| 12 | YouTube Music | Internet & Social Media | 2.28× | ||
| 13 | Local food | Food & Beverages | 2.26× | ||
| 14 | Seafood | Food & Beverages | 2.01× | ||
| 15 | Wikipedia | Internet & Social Media | 1.94× | ||
| 16 | Anime movies | Movies & TV | 1.93× | ||
| 17 | Radio | Technology & Electronics | 1.89× | ||
| 18 | Peter Alexander | Music & Radio | 1.74× | ||
| 19 | BP | Cars & Mobility | 1.55× | ||
| 20 | Lunch | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.47× | |
| Urban Lifestyle | OPEN | 1.45× | |
| Risk Appetite | THRILL | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.54× | |
| Family Orientation | CONSERVATISM | 0.60× | |
| Individualism | JOY | 0.68× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Seoul. 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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