A data profile of the people who buy, follow and care about Skyscanner in Australia — modelled from more than twelve digital signal sources. Skyscanner has an estimated audience of 2,389,657 people in Australia.
The average Skyscanner fan in Australia is 45.0 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 Webjet, Travel website, Singapore Airlines, with strongest over-indexing on Webjet (3.27× the country average).
Demographically, the Skyscanner audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Skyscanner fan in Australia is more female, around 45.0 years old, with strong Travelling tendencies and a notable affinity for Webjet.
The key figures that characterise the Skyscanner profile in Australia.
57.3% are female, 42.7% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 45.0 |
| Estimated audience size | 2,389,657 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 36% |
Where the Skyscanner audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~30K | 1.42× | |
| 02 | Western Australia | ~400K | 1.31× | |
| 03 | Victoria | ~800K | 1.06× | |
| 04 | New South Wales | ~900K | 1.01× | |
| 05 | Queensland | ~500K | 0.92× | |
| 06 | Australian Capital Territory | ~50K | 0.92× | |
| 07 | South Australia | ~100K | 0.71× | |
| 08 | Tasmania | ~30K | 0.65× |
The strongest cross-interests of the Skyscanner audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ctrip | Travel & Leisure | 9.64× | ||
| 02 | Cheapflights | Travel & Leisure | 5.17× | ||
| 03 | Travel website | Travel & Leisure | 3.79× | ||
| 04 | Expedia | Travel & Leisure | 3.73× | ||
| 05 | Cathay Pacific | Travel & Leisure | 3.56× | ||
| 06 | Malaysia Airlines | Travel & Leisure | 3.38× | ||
| 07 | Webjet | Travel & Leisure | 3.27× | ||
| 08 | Qatar Airways | Travel & Leisure | 3.26× | ||
| 09 | Trivago | Travel & Leisure | 3.25× | ||
| 10 | Package tour | Travel & Leisure | 2.99× | ||
| 11 | Singapore Airlines | Travel & Leisure | 2.61× | ||
| 12 | Booking.com | Travel & Leisure | 2.48× | ||
| 13 | Flight Centre | Travel & Leisure | 2.21× | ||
| 14 | United States | Travel & Leisure | 1.98× | ||
| 15 | Airline | Travel & Leisure | 1.93× | ||
| 16 | Lodging | Travel & Leisure | 1.91× | ||
| 17 | Virgin Australia | Music & Radio | 1.85× | ||
| 18 | Resort | Travel & Leisure | 1.79× | ||
| 19 | Airbnb | Travel & Leisure | 1.77× | ||
| 20 | Cruises | Travel & Leisure | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.10× | |
| Design Affinity | PREMIUM | 1.71× | |
| Quality Awareness | PREMIUM | 1.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.73× | |
| Extroversion | THRILL | 0.90× | |
| Convenience Orientation | PREMIUM | 0.92× |
Skyscanner has an estimated audience of 2,389,657 people in Australia, concentrated in New South Wales and Victoria.
57.3% of Skyscanner fans are female, 42.7% are male, with an average age of 45.0 years.
Skyscanner fans show strongest brand affinity for Webjet (3.27×), Travel website (3.79×), and Singapore Airlines (2.61×) over the country average.
Skyscanner fans in Australia are most concentrated in New South Wales (reach ~900K), Victoria (reach ~800K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Skyscanner itself, the audience over-indexes on Travel website (3.79×), Singapore Airlines (2.61×), Airbnb (1.77×), and Flight Centre (2.21×) 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 Skyscanner. 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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