A data profile of the people who buy, follow and care about The Australian in Australia — modelled from more than twelve digital signal sources. The Australian has an estimated audience of 4,751,859 people in Australia.
The Australian has an estimated audience of 4,751,859 people in Australia. 58.4% are female, 41.6% are male, average age 44.3. Top brand affinities: Cotton On, Real property, Innovation, Renewable energy, Zimmermann.
Top brand affinities include Cotton On, Real property, Innovation, with strongest over-indexing on Cotton On (1.61× the country average).
Demographically, the The Australian audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Quality Awareness, Individualism.
The typical The Australian fan in Australia is more female, around 44.3 years old, with strong Quality Awareness tendencies and a notable affinity for Cotton On.
The key figures that characterise the The Australian profile in Australia.
58.4% are female, 41.6% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 58.4% |
| Male | 41.6% |
| Average age | 44.3 |
| Estimated audience size | 4,751,859 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide The Australian audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 77.1% |
| United States | 5.1% |
| Italy | 2.4% |
The strongest cross-interests of the The Australian audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | COS | Shopping | 2.53× | ||
| 02 | Milan | Travel & Leisure | 2.31× | ||
| 03 | Bec and Bridge | Fashion & Accessoires | 2.08× | ||
| 04 | Melbourne Football Club | Sports | 2.07× | ||
| 05 | Geelong Football Club | Sports | 2.02× | ||
| 06 | Fremantle Football Club | Sports | 2.02× | ||
| 07 | Sustainable energy | Home & Garden | 2.01× | ||
| 08 | Zimmermann | Home & Garden | 1.88× | ||
| 09 | Innovation | Business & Career | 1.77× | ||
| 10 | City Beach | Fashion & Accessoires | 1.77× | ||
| 11 | Kookai | Fashion & Accessoires | 1.76× | ||
| 12 | YouTube Music | Internet & Social Media | 1.73× | ||
| 13 | Renewable energy | Business & Career | 1.72× | ||
| 14 | Real property | Home & Garden | 1.70× | ||
| 15 | AFL Grand Final | Sports | 1.70× | ||
| 16 | Princess Polly | Fashion & Accessoires | 1.66× | ||
| 17 | Metaphysics | Business & Career | 1.66× | ||
| 18 | Microwave oven | Home & Garden | 1.62× | ||
| 19 | Cotton On | Fashion & Accessoires | 1.61× | ||
| 20 | Blanket | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.48× | |
| Individualism | JOY | 1.42× | |
| Convenience Orientation | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.82× | |
| Creativity | OPEN | 0.86× | |
| Social Media Usage | JOY | 0.87× |
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 Australian. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.