A data profile of the people who buy, follow and care about Southeast Asia in Australia — modelled from more than twelve digital signal sources. Southeast Asia has an estimated audience of 2,723,868 people in Australia.
Southeast Asia has an estimated audience of 2,723,868 people in Australia. 56.1% are female, 43.9% are male, average age 42.9. Top brand affinities: Wikipedia, Singapore Airlines, Innovation, Radio, WhatsApp.
Top brand affinities include Wikipedia, Singapore Airlines, Innovation, with strongest over-indexing on Wikipedia (3.22× the country average).
Demographically, the Southeast Asia audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Spirituality, Convenience Orientation.
The typical Southeast Asia fan in Australia is more female, around 42.9 years old, with strong Spirituality tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Southeast Asia profile in Australia.
56.1% are female, 43.9% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 42.9 |
| Estimated audience size | 2,723,868 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Southeast Asia audience comes from Australia.
| Country | Share |
|---|---|
| Indonesia | 9.5% |
| United States | 9.0% |
| Philippines | 8.0% |
The strongest cross-interests of the Southeast Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hanoi | Travel & Leisure | 3.64× | ||
| 02 | Wikipedia | Internet & Social Media | 3.22× | ||
| 03 | North Korea | Travel & Leisure | 2.93× | ||
| 04 | Thai Airways | Travel & Leisure | 2.90× | ||
| 05 | Bangkok | Travel & Leisure | 2.54× | ||
| 06 | Malaysia Airlines | Travel & Leisure | 2.44× | ||
| 07 | Hypermarket | Shopping | 2.38× | ||
| 08 | Singapore | Travel & Leisure | 2.33× | ||
| 09 | Taiwan | Travel & Leisure | 2.21× | ||
| 10 | Innovation | Business & Career | 2.15× | ||
| 11 | Buddhism | Health | 2.06× | ||
| 12 | Internet & Social Media | 1.95× | |||
| 13 | Apple TV | Movies & TV | 1.94× | ||
| 14 | Singapore Airlines | Travel & Leisure | 1.92× | ||
| 15 | Radio | Technology & Electronics | 1.84× | ||
| 16 | Thailand | Travel & Leisure | 1.81× | ||
| 17 | Street food | Food & Beverages | 1.74× | ||
| 18 | Online newspaper | News | 1.65× | ||
| 19 | Tabloid (newspaper format) | Literature | 1.58× | ||
| 20 | Uniqlo | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.49× | |
| Convenience Orientation | PREMIUM | 1.44× | |
| Individualism | JOY | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.75× | |
| Creativity | OPEN | 0.81× | |
| Pet Ownership | JOY | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Southeast Asia. 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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