A data profile of the people who buy, follow and care about Social media in Australia — modelled from more than twelve digital signal sources. Social media has an estimated audience of 9,591,451 people in Australia.
The average Social media fan in Australia is 42.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Demographically, the Social media audience skews more female with an average age of 42.6, and over-indexes on personality traits such as DIY Mentality, Creativity.
The key figures that characterise the Social media profile in Australia.
55.1% are female, 44.9% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 42.6 |
| Estimated audience size | 9,591,451 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 30% |
of the worldwide Social media audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2.5M | 1.16× | |
| 02 | Australian Capital Territory | ~200K | 1.16× | |
| 03 | New South Wales | ~3.5M | 1.04× | |
| 04 | Western Australia | ~1M | 1.01× | |
| 05 | Victoria | ~3M | 0.99× | |
| 06 | South Australia | ~700K | 0.98× | |
| 07 | Northern Territory | ~80K | 0.91× | |
| 08 | Tasmania | ~200K | 0.87× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.98× | |
| Creativity | OPEN | 0.96× | |
| Individualism | JOY | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.79× | |
| Sustainability | BALANCE | 0.81× | |
| Early Adopter Mentality | POWER | 0.81× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Social media. 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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