A data profile of the people who buy, follow and care about The Sydney Morning Herald in Australia — modelled from more than twelve digital signal sources. The Sydney Morning Herald has an estimated audience of 2,378,856 people in Australia.
The Sydney Morning Herald has an estimated audience of 2,378,856 people in Australia. 57.6% are female, 42.4% are male, average age 44.2. Top brand affinities: Real property, National Australia Bank, Innovation, Google Flights, Tabloid (newspaper format).
Top brand affinities include Real property, National Australia Bank, Innovation, with strongest over-indexing on Real property (2.13× the country average).
Demographically, the The Sydney Morning Herald audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Career Orientation, Quality Awareness.
The typical The Sydney Morning Herald fan in Australia is more female, around 44.2 years old, with strong Career Orientation tendencies and a notable affinity for Real property.
The key figures that characterise the The Sydney Morning Herald profile in Australia.
57.6% are female, 42.4% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 57.6% |
| Male | 42.4% |
| Average age | 44.2 |
| Estimated audience size | 2,378,856 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide The Sydney Morning Herald audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 96.0% |
| United States | 1.3% |
| Pakistan | 0.6% |
The strongest cross-interests of the The Sydney Morning Herald audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Scoot | Travel & Leisure | 2.39× | ||
| 02 | Bored Panda | Internet & Social Media | 2.16× | ||
| 03 | Real property | Home & Garden | 2.13× | ||
| 04 | AirAsia | Travel & Leisure | 2.06× | ||
| 05 | Single-family detached home | Home & Garden | 1.96× | ||
| 06 | Innovation | Business & Career | 1.86× | ||
| 07 | Google Flights | Travel & Leisure | 1.85× | ||
| 08 | Sustainable energy | Home & Garden | 1.82× | ||
| 09 | MSN | News | 1.77× | ||
| 10 | Tabloid (newspaper format) | Literature | 1.59× | ||
| 11 | Online newspaper | News | 1.59× | ||
| 12 | Meghan Markle | Fashion & Accessoires | 1.56× | ||
| 13 | Dropbox (service) | Technology & Electronics | 1.56× | ||
| 14 | National Australia Bank | Business & Career | 1.54× | ||
| 15 | Wikipedia | Internet & Social Media | 1.54× | ||
| 16 | Blanket | Home & Garden | 1.53× | ||
| 17 | Internet & Social Media | 1.53× | |||
| 18 | Passive income | Business & Career | 1.53× | ||
| 19 | Renewable energy | Business & Career | 1.51× | ||
| 20 | TK Maxx | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.63× | |
| Quality Awareness | PREMIUM | 1.48× | |
| Sustainability | BALANCE | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.83× | |
| Extroversion | THRILL | 0.87× | |
| Need for Security | CONSERVATISM | 0.93× |
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 Sydney Morning Herald. 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.