A data profile of the people who buy, follow and care about Wellington in Australia — modelled from more than twelve digital signal sources. Wellington has an estimated audience of 3,026,004 people in Australia.
Wellington has an estimated audience of 3,026,004 people in Australia. 55.8% are female, 44.2% are male, average age 44.0. Top brand affinities: Wikipedia, Google Flights, Millie Bobby Brown, Local news, Innovation.
Top brand affinities include Wikipedia, Google Flights, Millie Bobby Brown, with strongest over-indexing on Wikipedia (2.45× the country average).
Demographically, the Wellington audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Convenience Orientation, Individualism.
The typical Wellington fan in Australia is more female, around 44.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Wellington profile in Australia.
55.8% are female, 44.2% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 44.0 |
| Estimated audience size | 3,026,004 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Wellington audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 18.2% |
| United States | 17.0% |
| New Zealand | 14.2% |
The strongest cross-interests of the Wellington audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tom Hardy | Movies & TV | 2.71× | ||
| 02 | Millie Bobby Brown | Movies & TV | 2.61× | ||
| 03 | Car club | Cars & Mobility | 2.61× | ||
| 04 | Wikipedia | Internet & Social Media | 2.45× | ||
| 05 | Public security | Politics & Society | 2.24× | ||
| 06 | Anne Hathaway | Movies & TV | 2.11× | ||
| 07 | Hypermarket | Shopping | 2.05× | ||
| 08 | Google Flights | Travel & Leisure | 2.02× | ||
| 09 | Apple TV | Movies & TV | 1.95× | ||
| 10 | Employment agency | Business & Career | 1.90× | ||
| 11 | Non-alcoholic beverage | Food & Beverages | 1.78× | ||
| 12 | Malaysia Airlines | Travel & Leisure | 1.78× | ||
| 13 | Microwave oven | Home & Garden | 1.71× | ||
| 14 | Internet celebrity | Internet & Social Media | 1.68× | ||
| 15 | Innovation | Business & Career | 1.63× | ||
| 16 | Tabloid (newspaper format) | Literature | 1.54× | ||
| 17 | Pay television | Movies & TV | 1.54× | ||
| 18 | Cappuccino | Food & Beverages | 1.53× | ||
| 19 | ABC | Movies & TV | 1.52× | ||
| 20 | Local news | News | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.50× | |
| Individualism | JOY | 1.22× | |
| Quality Awareness | PREMIUM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.78× | |
| Need for Security | CONSERVATISM | 0.79× | |
| Creativity | OPEN | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Wellington. 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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