A data profile of the people who buy, follow and care about Westpac in Australia — modelled from more than twelve digital signal sources. Westpac has an estimated audience of 7,541,720 people in Australia.
The average Westpac fan in Australia is 44.9 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include National Australia Bank, St.George Bank, Commonwealth Bank, with strongest over-indexing on National Australia Bank (4.13× the country average).
Demographically, the Westpac audience skews balanced with an average age of 44.9, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Westpac fan in Australia is balanced, around 44.9 years old, with strong Career Orientation tendencies and a notable affinity for National Australia Bank.
The key figures that characterise the Westpac profile in Australia.
49.9% are female, 50.1% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 49.9% |
| Male | 50.1% |
| Average age | 44.9 |
| Estimated audience size | 7,541,720 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 37% |
of the worldwide Westpac audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 61.6% |
| New Zealand | 27.1% |
| China | 2.6% |
Where the Westpac audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~200K | 2.79× | |
| 02 | Western Australia | ~900K | 1.05× | |
| 03 | Queensland | ~1.5M | 0.79× | |
| 04 | South Australia | ~400K | 0.75× | |
| 05 | New South Wales | ~2M | 0.71× | |
| 06 | Victoria | ~1.5M | 0.71× | |
| 07 | Tasmania | ~100K | 0.67× | |
| 08 | Australian Capital Territory | ~90K | 0.55× |
The strongest cross-interests of the Westpac audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bank of Melbourne (1989) | Business & Career | 5.86× | ||
| 02 | National Australia Bank | Business & Career | 4.13× | ||
| 03 | St.George Bank | Business & Career | 4.04× | ||
| 04 | The Good Guys (2010 TV series) | Movies & TV | 2.67× | ||
| 05 | Commonwealth Bank | Business & Career | 2.57× | ||
| 06 | Deposit account | Business & Career | 2.35× | ||
| 07 | Bankwest | Business & Career | 2.20× | ||
| 08 | Rebel Sport | Sports | 2.13× | ||
| 09 | SEEK | Business & Career | 1.96× | ||
| 10 | Australia Post | Business & Career | 1.93× | ||
| 11 | Xero (software) | Brand | 1.72× | ||
| 12 | Price | Shopping | 1.68× | ||
| 13 | 7-Eleven | Shopping | 1.68× | ||
| 14 | Optus | Technology & Electronics | 1.67× | ||
| 15 | Subway | Food & Beverages | 1.61× | ||
| 16 | Telstra | Technology & Electronics | 1.59× | ||
| 17 | Loan | Business & Career | 1.59× | ||
| 18 | Financial services | Business & Career | 1.54× | ||
| 19 | Banking | Business & Career | 1.51× | ||
| 20 | Bureau of Meteorology | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.51× | |
| Need for Security | CONSERVATISM | 1.32× | |
| Convenience Orientation | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.94× | |
| Pet Ownership | JOY | 0.96× | |
| Luxury Orientation | PREMIUM | 0.96× |
Westpac's target market in Australia covers an estimated 7,541,720 people, concentrated in New South Wales and Victoria.
49.9% of the Westpac audience are female, 50.1% are male, with an average age of 44.9 years.
Westpac fans show strongest brand affinity for National Australia Bank (4.13×), St.George Bank (4.04×), and Commonwealth Bank (2.57×) over the country average.
Westpac fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~1.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Westpac itself, the audience over-indexes on St.George Bank (4.04×), Commonwealth Bank (2.57×), The Good Guys (2010 TV series) (2.67×), and Bank of Melbourne (1989) (5.86×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Westpac. 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.