A data profile of the people who buy, follow and care about SUVs in Australia — modelled from more than twelve digital signal sources. SUVs has an estimated audience of 5,170,915 people in Australia.
The average SUVs fan in Australia is 43.5 years old, more male, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Used car, Price, Automobiles, with strongest over-indexing on Used car (2.58× the country average).
Demographically, the SUVs audience skews more male with an average age of 43.5, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical SUVs fan in Australia is more male, around 43.5 years old, with strong Need for Security tendencies and a notable affinity for Used car.
The key figures that characterise the SUVs profile in Australia.
37.1% are female, 62.9% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 37.1% |
| Male | 62.9% |
| Average age | 43.5 |
| Estimated audience size | 5,170,915 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide SUVs audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.1% |
| Italy | 5.3% |
| Japan | 4.9% |
Where the SUVs audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~2M | 1.07× | |
| 02 | Victoria | ~1.5M | 1.06× | |
| 03 | Queensland | ~1.5M | 1.06× | |
| 04 | South Australia | ~400K | 1.00× | |
| 05 | Western Australia | ~600K | 0.99× | |
| 06 | Australian Capital Territory | ~100K | 0.97× | |
| 07 | Northern Territory | ~50K | 0.96× | |
| 08 | Tasmania | ~100K | 0.93× |
The strongest cross-interests of the SUVs audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Used car | Cars & Mobility | 2.58× | ||
| 02 | Toyota Hilux | Cars & Mobility | 2.57× | ||
| 03 | Car dealership | Cars & Mobility | 2.53× | ||
| 04 | Supercheap Auto | Cars & Mobility | 2.16× | ||
| 05 | RVs | Cars & Mobility | 2.04× | ||
| 06 | Road | Travel & Leisure | 2.03× | ||
| 07 | Price | Shopping | 1.99× | ||
| 08 | Motorhome | Cars & Mobility | 1.98× | ||
| 09 | Tire | Cars & Mobility | 1.93× | ||
| 10 | All-terrain vehicle | Cars & Mobility | 1.91× | ||
| 11 | Driving | Cars & Mobility | 1.89× | ||
| 12 | Power tool | Home & Garden | 1.77× | ||
| 13 | Solar energy | Home & Garden | 1.76× | ||
| 14 | Wheel | Cars & Mobility | 1.76× | ||
| 15 | Trucks | Cars & Mobility | 1.75× | ||
| 16 | Repco | Cars & Mobility | 1.73× | ||
| 17 | Motor vehicle | Cars & Mobility | 1.65× | ||
| 18 | Freight transport | Cars & Mobility | 1.63× | ||
| 19 | Building | Home & Garden | 1.60× | ||
| 20 | Automobiles | Cars & Mobility | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.38× | |
| Patriotism | CONSERVATISM | 1.24× | |
| Family Orientation | CONSERVATISM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.69× | |
| Design Affinity | PREMIUM | 0.71× | |
| Creativity | OPEN | 0.77× |
SUVs has an estimated audience of 5,170,915 people in Australia, concentrated in New South Wales and Victoria.
37.1% of SUVs fans are female, 62.9% are male, with an average age of 43.5 years.
SUVs fans show strongest brand affinity for Used car (2.58×), Price (1.99×), and Automobiles (1.55×) over the country average.
SUVs fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~1.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond SUVs itself, the audience over-indexes on Price (1.99×), Automobiles (1.55×), Road (2.03×), and Supercheap Auto (2.16×) 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 SUVs. 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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