A data profile of the people who buy, follow and care about Singapore in Australia — modelled from more than twelve digital signal sources. Singapore has an estimated audience of 2,203,370 people in Australia.
The average Singapore fan in Australia is 42.7 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Singapore Airlines, Asia, China, with strongest over-indexing on Singapore Airlines (2.38× the country average).
Demographically, the Singapore audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Travelling, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Singapore fan in Australia is more female, around 42.7 years old, with strong Travelling tendencies and a notable affinity for Singapore Airlines.
The key figures that characterise the Singapore profile in Australia.
56.6% are female, 43.4% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 42.7 |
| Estimated audience size | 2,203,370 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 29% |
Where the Singapore audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Western Australia | ~300K | 1.32× | |
| 02 | Northern Territory | ~20K | 1.10× | |
| 03 | Australian Capital Territory | ~50K | 1.07× | |
| 04 | South Australia | ~200K | 0.98× | |
| 05 | New South Wales | ~800K | 0.97× | |
| 06 | Victoria | ~600K | 0.97× | |
| 07 | Queensland | ~400K | 0.86× | |
| 08 | Tasmania | ~30K | 0.73× |
The strongest cross-interests of the Singapore audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Yangon | Travel & Leisure | 7.48× | ||
| 02 | Malaysian language | Politics & Society | 6.26× | ||
| 03 | Phnom Penh | Travel & Leisure | 5.72× | ||
| 04 | Quezon City | Travel & Leisure | 5.58× | ||
| 05 | Laos | Travel & Leisure | 5.20× | ||
| 06 | Vietnamese language | Politics & Society | 5.04× | ||
| 07 | Indonesian language | Politics & Society | 4.97× | ||
| 08 | Thai language | Politics & Society | 4.28× | ||
| 09 | Tamil language | Politics & Society | 3.92× | ||
| 10 | Chinese language | Politics & Society | 3.60× | ||
| 11 | North Korea | Travel & Leisure | 3.48× | ||
| 12 | Malaysia | Travel & Leisure | 2.74× | ||
| 13 | China | Travel & Leisure | 2.67× | ||
| 14 | Singapore Airlines | Travel & Leisure | 2.38× | ||
| 15 | Southeast Asia | Travel & Leisure | 2.33× | ||
| 16 | Asia | Travel & Leisure | 1.96× | ||
| 17 | Webjet | Travel & Leisure | 1.82× | ||
| 18 | Virgin Australia | Music & Radio | 1.66× | ||
| 19 | SEEK | Business & Career | 1.61× | ||
| 20 | 7-Eleven | Shopping | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.48× | |
| Quality Awareness | PREMIUM | 1.39× | |
| Price Sensitivity | PREMIUM | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.94× | |
| Sustainability | BALANCE | 1.05× | |
| Extroversion | THRILL | 1.08× |
Singapore has an estimated audience of 2,203,370 people in Australia, concentrated in New South Wales and Victoria.
56.6% of Singapore fans are female, 43.4% are male, with an average age of 42.7 years.
Singapore fans show strongest brand affinity for Singapore Airlines (2.38×), Asia (1.96×), and China (2.67×) over the country average.
Singapore fans in Australia are most concentrated in New South Wales (reach ~800K), Victoria (reach ~600K), and Queensland (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Singapore itself, the audience over-indexes on Asia (1.96×), China (2.67×), Webjet (1.82×), and Tamil language (3.92×) 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 Singapore. 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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