A data profile of the people who buy, follow and care about Swimming in Australia — modelled from more than twelve digital signal sources. Swimming has an estimated audience of 5,102,385 people in Australia.
The average Swimming fan in Australia is 43.6 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Human swimming, Retirement community, FINA World Aquatics Championships, with strongest over-indexing on Human swimming (2.13× the country average).
Demographically, the Swimming audience skews balanced with an average age of 43.6, and over-indexes on personality traits such as Family Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Swimming fan in Australia is balanced, around 43.6 years old, with strong Family Orientation tendencies and a notable affinity for Human swimming.
The key figures that characterise the Swimming profile in Australia.
54.5% are female, 45.5% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 43.6 |
| Estimated audience size | 5,102,385 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Swimming audience comes from Australia.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 6.3% |
| Italy | 5.0% |
Where the Swimming audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~60K | 1.24× | |
| 02 | South Australia | ~400K | 1.08× | |
| 03 | Victoria | ~1.5M | 1.04× | |
| 04 | Queensland | ~1M | 1.01× | |
| 05 | Western Australia | ~600K | 0.94× | |
| 06 | New South Wales | ~1.5M | 0.92× | |
| 07 | Australian Capital Territory | ~90K | 0.87× | |
| 08 | Tasmania | ~100K | 0.86× |
The strongest cross-interests of the Swimming audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Breaststroke | Sports | 3.16× | ||
| 02 | Backstroke | Sports | 3.12× | ||
| 03 | FINA World Aquatics Championships | Sports | 2.90× | ||
| 04 | FINA | Sports | 2.58× | ||
| 05 | Human swimming | Sports | 2.13× | ||
| 06 | Women's sports | Topic | 1.79× | ||
| 07 | School holiday | Kids & Family | 1.71× | ||
| 08 | Pre-school playgroup | Kids & Family | 1.68× | ||
| 09 | Head teacher | Kids & Family | 1.67× | ||
| 10 | Carnival Cruise Lines | Travel & Leisure | 1.60× | ||
| 11 | Educational toy | Kids & Family | 1.59× | ||
| 12 | Shoe insert | Health | 1.56× | ||
| 13 | Big wave surfing | Sports | 1.56× | ||
| 14 | Diabetes Australia | Health | 1.55× | ||
| 15 | Cotton On Kids | Shopping | 1.54× | ||
| 16 | Retirement community | Kids & Family | 1.53× | ||
| 17 | Matildas | Sports | 1.53× | ||
| 18 | Stay at Home Mum | Kids & Family | 1.53× | ||
| 19 | Teacher education | Business & Career | 1.52× | ||
| 20 | Sarah, Duchess of York | Literature | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.21× | |
| Community Orientation | OPEN | 1.17× | |
| Sports Activity | POWER | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.91× | |
| Urban Lifestyle | OPEN | 0.94× | |
| Patriotism | CONSERVATISM | 0.95× |
Swimming has an estimated audience of 5,102,385 people in Australia, concentrated in New South Wales and Victoria.
54.5% of Swimming fans are female, 45.5% are male, with an average age of 43.6 years.
Swimming fans show strongest brand affinity for Human swimming (2.13×), Retirement community (1.53×), and FINA World Aquatics Championships (2.9×) over the country average.
Swimming fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1.5M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Swimming itself, the audience over-indexes on Retirement community (1.53×), FINA World Aquatics Championships (2.9×), Educational toy (1.59×), and Diabetes Australia (1.55×) 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 Swimming. 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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