A data profile of the people who buy, follow and care about Singapore Airlines in Australia — modelled from more than twelve digital signal sources. Singapore Airlines has an estimated audience of 4,412,832 people in Australia.
The average Singapore Airlines fan in Australia is 45.6 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 Scoot, Cathay Pacific, Webjet, with strongest over-indexing on Scoot (12.81× the country average).
Demographically, the Singapore Airlines audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Travelling, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Singapore Airlines fan in Australia is more female, around 45.6 years old, with strong Travelling tendencies and a notable affinity for Scoot.
The key figures that characterise the Singapore Airlines profile in Australia.
55.2% are female, 44.8% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 45.6 |
| Estimated audience size | 4,412,832 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Singapore Airlines audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 16.1% |
| Singapore | 12.8% |
| India | 8.1% |
Where the Singapore Airlines audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~90K | 2.10× | |
| 02 | Western Australia | ~700K | 1.30× | |
| 03 | South Australia | ~400K | 1.14× | |
| 04 | Queensland | ~900K | 0.85× | |
| 05 | Victoria | ~1M | 0.74× | |
| 06 | Australian Capital Territory | ~70K | 0.71× | |
| 07 | New South Wales | ~1M | 0.68× | |
| 08 | Tasmania | ~50K | 0.48× |
The strongest cross-interests of the Singapore Airlines audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Air India | Travel & Leisure | 15.09× | ||
| 02 | Scoot | Travel & Leisure | 12.81× | ||
| 03 | Star Alliance | Travel & Leisure | 11.80× | ||
| 04 | Low-cost carrier | Travel & Leisure | 11.15× | ||
| 05 | Cathay Pacific | Travel & Leisure | 8.94× | ||
| 06 | SriLankan Airlines | Travel & Leisure | 8.24× | ||
| 07 | British Airways | Travel & Leisure | 7.26× | ||
| 08 | Thai Airways | Travel & Leisure | 7.08× | ||
| 09 | Emirates | Travel & Leisure | 6.01× | ||
| 10 | Malaysia Airlines | Travel & Leisure | 5.51× | ||
| 11 | Qatar Airways | Travel & Leisure | 4.77× | ||
| 12 | Airline | Travel & Leisure | 4.22× | ||
| 13 | Webjet | Travel & Leisure | 4.19× | ||
| 14 | Skyscanner | Travel & Leisure | 3.89× | ||
| 15 | Japan | Travel & Leisure | 2.91× | ||
| 16 | Virgin Australia | Music & Radio | 2.72× | ||
| 17 | Flight Centre | Travel & Leisure | 2.34× | ||
| 18 | Victoria (Australia) | Travel & Leisure | 2.06× | ||
| 19 | Education | Business & Career | 1.64× | ||
| 20 | Sydney | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.30× | |
| Career Orientation | POWER | 1.65× | |
| Quality Awareness | PREMIUM | 1.52× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.84× | |
| Extroversion | THRILL | 0.86× | |
| Early Adopter Mentality | POWER | 0.91× |
Singapore Airlines's target market in Australia covers an estimated 4,412,832 people, concentrated in New South Wales and Victoria.
55.2% of the Singapore Airlines audience are female, 44.8% are male, with an average age of 45.6 years.
Singapore Airlines fans show strongest brand affinity for Scoot (12.81×), Cathay Pacific (8.94×), and Webjet (4.19×) over the country average.
Singapore Airlines fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~1M), and Queensland (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Singapore Airlines itself, the audience over-indexes on Cathay Pacific (8.94×), Webjet (4.19×), Air India (15.09×), and Emirates (6.01×) 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 Airlines. 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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