A data profile of the people who buy, follow and care about Snapchat in Australia — modelled from more than twelve digital signal sources. Snapchat has an estimated audience of 3,024,610 people in Australia.
The average Snapchat fan in Australia is 36.4 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include TikTok, Comedy movies, KFC, with strongest over-indexing on TikTok (3.24× the country average).
Demographically, the Snapchat audience skews balanced with an average age of 36.4, and over-indexes on personality traits such as Extroversion, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Snapchat fan in Australia is balanced, around 36.4 years old, with strong Extroversion tendencies and a notable affinity for TikTok.
The key figures that characterise the Snapchat profile in Australia.
53.7% are female, 46.3% are male, average age 36.4.
| Metric | Value |
|---|---|
| Female | 53.7% |
| Male | 46.3% |
| Average age | 36.4 |
| Estimated audience size | 3,024,610 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 22% | |
| 30-39 | 18% | |
| 40-49 | 16% | |
| 50+ | 17% |
of the worldwide Snapchat audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.8% |
| United Kingdom | 5.9% |
| France | 5.4% |
Where the Snapchat audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~300K | 1.28× | |
| 02 | Victoria | ~1M | 1.24× | |
| 03 | New South Wales | ~1M | 1.12× | |
| 04 | Western Australia | ~400K | 1.02× | |
| 05 | Queensland | ~700K | 0.99× | |
| 06 | Tasmania | ~60K | 0.85× | |
| 07 | Australian Capital Territory | ~50K | 0.78× | |
| 08 | Northern Territory | ~20K | 0.75× |
The strongest cross-interests of the Snapchat audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | TikTok | Internet & Social Media | 3.24× | ||
| 02 | Supré | Fashion & Accessoires | 2.61× | ||
| 03 | Sabrina Carpenter | Music & Radio | 2.29× | ||
| 04 | City Beach | Fashion & Accessoires | 2.08× | ||
| 05 | Princess Polly | Fashion & Accessoires | 2.06× | ||
| 06 | Jacob Elordi | Movies & TV | 2.01× | ||
| 07 | Internet celebrity | Internet & Social Media | 1.90× | ||
| 08 | Stranger Things | Movies & TV | 1.72× | ||
| 09 | Sephora | Shopping | 1.69× | ||
| 10 | KFC | Food & Beverages | 1.65× | ||
| 11 | Natural selection | Politics & Society | 1.64× | ||
| 12 | YouTube Music | Internet & Social Media | 1.62× | ||
| 13 | Evolutionary psychology | Health | 1.60× | ||
| 14 | EB Games | Games | 1.58× | ||
| 15 | Creative Commons | Technology & Electronics | 1.56× | ||
| 16 | JD Sports | Shopping | 1.53× | ||
| 17 | Taylor Swift | Music & Radio | 1.53× | ||
| 18 | Comedy movies | Movies & TV | 1.52× | ||
| 19 | Pizza Hut | Food & Beverages | 1.51× | ||
| 20 | Subway | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.30× | |
| Social Media Usage | JOY | 1.19× | |
| Healthy Lifestyle | BALANCE | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.68× | |
| Community Orientation | OPEN | 0.86× | |
| DIY Mentality | THRILL | 0.86× |
Snapchat has an estimated audience of 3,024,610 people in Australia, concentrated in New South Wales and Victoria.
53.7% of Snapchat fans are female, 46.3% are male, with an average age of 36.4 years.
Snapchat fans show strongest brand affinity for TikTok (3.24×), Comedy movies (1.52×), and KFC (1.65×) over the country average.
Snapchat fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~1M), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Snapchat itself, the audience over-indexes on Comedy movies (1.52×), KFC (1.65×), Princess Polly (2.06×), and Subway (1.5×) 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 Snapchat. 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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