A data profile of the people who buy, follow and care about The Age in Australia — modelled from more than twelve digital signal sources. The Age has an estimated audience of 8,900,359 people in Australia.
The Age has an estimated audience of 8,900,359 people in Australia. 59.0% are female, 41.0% are male, average age 45.5. Top brand affinities: Real property, Wikipedia, Tabloid (newspaper format), Innovation, Online newspaper.
Top brand affinities include Real property, Wikipedia, Tabloid (newspaper format), with strongest over-indexing on Real property (1.99× the country average).
Demographically, the The Age audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Career Orientation, Quality Awareness.
The typical The Age fan in Australia is more female, around 45.5 years old, with strong Career Orientation tendencies and a notable affinity for Real property.
The key figures that characterise the The Age profile in Australia.
59.0% are female, 41.0% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 45.5 |
| Estimated audience size | 8,900,359 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide The Age audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 81.2% |
| United States | 4.8% |
| China | 1.9% |
The strongest cross-interests of the The Age audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bored Panda | Internet & Social Media | 2.46× | ||
| 02 | Ethan Hawke | Movies & TV | 2.36× | ||
| 03 | Wikipedia | Internet & Social Media | 2.11× | ||
| 04 | Real property | Home & Garden | 1.99× | ||
| 05 | United Nations | Politics & Society | 1.94× | ||
| 06 | Tabloid (newspaper format) | Literature | 1.92× | ||
| 07 | Sustainable energy | Home & Garden | 1.88× | ||
| 08 | Terraced house | Home & Garden | 1.86× | ||
| 09 | Dropbox (service) | Technology & Electronics | 1.85× | ||
| 10 | Essendon Football Club | Sports | 1.85× | ||
| 11 | Innovation | Business & Career | 1.83× | ||
| 12 | Online newspaper | News | 1.80× | ||
| 13 | First class travel | Travel & Leisure | 1.71× | ||
| 14 | Crime fiction | Literature | 1.71× | ||
| 15 | US Open (tennis) | Sports | 1.71× | ||
| 16 | Activism | Politics & Society | 1.67× | ||
| 17 | Blanket | Home & Garden | 1.66× | ||
| 18 | Home insurance | Business & Career | 1.66× | ||
| 19 | Efficient energy use | Technology & Electronics | 1.60× | ||
| 20 | Renewable energy | Business & Career | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.71× | |
| Quality Awareness | PREMIUM | 1.50× | |
| Sustainability | BALANCE | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.82× | |
| Pet Ownership | JOY | 0.86× | |
| Price Sensitivity | PREMIUM | 0.86× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for The Age. 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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