A data profile of the people who buy, follow and care about Smartphones in Australia — modelled from more than twelve digital signal sources. Smartphones has an estimated audience of 7,729,098 people in Australia.
The average Smartphones fan in Australia is 42.6 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Samsung Galaxy, Waze, Warriors (novel series), with strongest over-indexing on Samsung Galaxy (1.53× the country average).
Demographically, the Smartphones audience skews balanced with an average age of 42.6, and over-indexes on personality traits such as Need for Security, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 16 brand affinities and 8 regions tracked by Rascasse.
The typical Smartphones fan in Australia is balanced, around 42.6 years old, with strong Need for Security tendencies and a notable affinity for Samsung Galaxy.
The key figures that characterise the Smartphones profile in Australia.
52.8% are female, 47.2% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 52.8% |
| Male | 47.2% |
| Average age | 42.6 |
| Estimated audience size | 7,729,098 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Smartphones audience comes from Australia.
| Country | Share |
|---|---|
| United States | 17.2% |
| India | 5.4% |
| Italy | 4.8% |
Where the Smartphones audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2M | 1.03× | |
| 02 | Northern Territory | ~70K | 1.03× | |
| 03 | New South Wales | ~3M | 1.01× | |
| 04 | South Australia | ~600K | 1.01× | |
| 05 | Australian Capital Territory | ~200K | 1.00× | |
| 06 | Western Australia | ~900K | 0.99× | |
| 07 | Tasmania | ~200K | 0.97× | |
| 08 | Victoria | ~2M | 0.92× |
The strongest cross-interests of the Smartphones audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Waze | Internet & Social Media | 1.90× | ||
| 02 | Supercell (video game company) | Games | 1.73× | ||
| 03 | Runtastic | Sports | 1.64× | ||
| 04 | Curves International | Sports | 1.64× | ||
| 05 | Consumer Electronics Show | Technology & Electronics | 1.60× | ||
| 06 | Warriors (novel series) | Literature | 1.57× | ||
| 07 | DBS Bank | Business & Career | 1.57× | ||
| 08 | Prabowo Subianto | Politics & Society | 1.57× | ||
| 09 | Indian Bodybuilding | NGO / Political Party | 1.57× | ||
| 10 | Sky Mobile | Technology & Electronics | 1.54× | ||
| 11 | WindTre | Technology & Electronics | 1.54× | ||
| 12 | Samsung Galaxy | Technology & Electronics | 1.53× | ||
| 13 | Bobby Womack | Music & Radio | 1.52× | ||
| 14 | Powerbank | Technology & Electronics | 1.51× | ||
| 15 | M-Pesa | Technology & Electronics | 1.51× | ||
| 16 | HMD Global | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.07× | |
| Price Sensitivity | PREMIUM | 1.02× | |
| Social Media Usage | JOY | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.84× | |
| Design Affinity | PREMIUM | 0.84× | |
| Luxury Orientation | PREMIUM | 0.85× |
Smartphones has an estimated audience of 7,729,098 people in Australia, concentrated in New South Wales and Victoria.
52.8% of Smartphones fans are female, 47.2% are male, with an average age of 42.6 years.
Smartphones fans show strongest brand affinity for Samsung Galaxy (1.53×), Waze (1.9×), and Warriors (novel series) (1.57×) over the country average.
Smartphones fans in Australia are most concentrated in New South Wales (reach ~3M), Victoria (reach ~2M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Smartphones itself, the audience over-indexes on Waze (1.9×), Warriors (novel series) (1.57×), Supercell (video game company) (1.73×), and Consumer Electronics Show (1.6×) 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 Smartphones. 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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