A data profile of the people who buy, follow and care about Vintage in Australia — modelled from more than twelve digital signal sources. Vintage has an estimated audience of 2,289,175 people in Australia.
Vintage has an estimated audience of 2,289,175 people in Australia. 71.5% are female, 28.5% are male, average age 41.0. Top brand affinities: Do it yourself (DIY), Flea market, Peter Alexander, Vintage clothing, Target Corporation.
Top brand affinities include Do it yourself (DIY), Flea market, Peter Alexander, with strongest over-indexing on Do it yourself (DIY) (1.9× the country average).
Demographically, the Vintage audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Indulgence, Design Affinity.
The typical Vintage fan in Australia is more female, around 41.0 years old, with strong Indulgence tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Vintage profile in Australia.
71.5% are female, 28.5% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 71.5% |
| Male | 28.5% |
| Average age | 41.0 |
| Estimated audience size | 2,289,175 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 24% |
of the worldwide Vintage audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 14.6% |
| China | 9.6% |
The strongest cross-interests of the Vintage audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Antique shop | Home & Garden | 7.01× | ||
| 02 | Flea market | Home & Garden | 5.29× | ||
| 03 | Millie Bobby Brown | Movies & TV | 2.52× | ||
| 04 | Handmade jewelry | Fashion & Accessoires | 2.50× | ||
| 05 | Vintage clothing | Fashion & Accessoires | 2.36× | ||
| 06 | Art exhibition | Arts & Culture | 2.33× | ||
| 07 | Natural skin care | Beauty & Wellness | 2.27× | ||
| 08 | Luxury real estate | Business & Career | 2.11× | ||
| 09 | Peter Alexander | Music & Radio | 1.93× | ||
| 10 | Do it yourself (DIY) | Home & Garden | 1.90× | ||
| 11 | Local food | Food & Beverages | 1.79× | ||
| 12 | Zimmermann | Home & Garden | 1.79× | ||
| 13 | Louis Vuitton | Fashion & Accessoires | 1.75× | ||
| 14 | Kookai | Fashion & Accessoires | 1.71× | ||
| 15 | Fine art | Business & Career | 1.61× | ||
| 16 | Target Corporation | Shopping | 1.60× | ||
| 17 | Department store | Shopping | 1.60× | ||
| 18 | Contemporary art | Arts & Culture | 1.59× | ||
| 19 | Cotton On | Fashion & Accessoires | 1.53× | ||
| 20 | Real property | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.78× | |
| Design Affinity | PREMIUM | 1.77× | |
| Sustainability | BALANCE | 1.73× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.62× | |
| Family Orientation | CONSERVATISM | 0.85× | |
| Social Media Usage | JOY | 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 Vintage. 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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