A data profile of the people who buy, follow and care about Sydney in Australia — modelled from more than twelve digital signal sources. Sydney has an estimated audience of 14,045,128 people in Australia.
The average Sydney fan in Australia is 43.2 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Jobs in Dubai, with strongest over-indexing on Jobs in Dubai (1.52× the country average).
Demographically, the Sydney audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Creativity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 1 brand affinities and 8 regions tracked by Rascasse.
The typical Sydney fan in Australia is more female, around 43.2 years old, with strong Creativity tendencies and a notable affinity for Jobs in Dubai.
The key figures that characterise the Sydney profile in Australia.
55.4% are female, 44.6% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 43.2 |
| Estimated audience size | 14,045,128 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide Sydney audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.9% |
| Australia | 17.5% |
| United Kingdom | 8.8% |
Where the Sydney audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~7M | 2.70× | |
| 02 | Australian Capital Territory | ~300K | 1.09× | |
| 03 | Northern Territory | ~100K | 0.85× | |
| 04 | Queensland | ~2.5M | 0.74× | |
| 05 | Tasmania | ~200K | 0.70× | |
| 06 | Victoria | ~3M | 0.69× | |
| 07 | South Australia | ~800K | 0.69× | |
| 08 | Western Australia | ~1M | 0.57× |
The strongest cross-interests of the Sydney audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jobs in Dubai | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.90× | |
| DIY Mentality | THRILL | 0.90× | |
| Family Orientation | CONSERVATISM | 0.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.77× | |
| Early Adopter Mentality | POWER | 0.77× | |
| Urban Lifestyle | OPEN | 0.78× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Sydney. 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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