A data profile of the people who buy, follow and care about WhatsApp in Australia — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 3,648,847 people in Australia.
The average WhatsApp fan in Australia is 38.7 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Oceania, Punjabi language, Gmail, with strongest over-indexing on Oceania (1.61× the country average).
Demographically, the WhatsApp audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Tradition, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical WhatsApp fan in Australia is more female, around 38.7 years old, with strong Tradition tendencies and a notable affinity for Oceania.
The key figures that characterise the WhatsApp profile in Australia.
56.6% are female, 43.4% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 38.7 |
| Estimated audience size | 3,648,847 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 18% | |
| 50+ | 19% |
of the worldwide WhatsApp audience comes from Australia.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.3% |
| Brazil | 4.1% |
Where the WhatsApp audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~1.5M | 1.28× | |
| 02 | Western Australia | ~500K | 1.19× | |
| 03 | Victoria | ~1M | 1.11× | |
| 04 | Northern Territory | ~40K | 1.03× | |
| 05 | Australian Capital Territory | ~70K | 0.97× | |
| 06 | Queensland | ~700K | 0.86× | |
| 07 | South Australia | ~200K | 0.86× | |
| 08 | Tasmania | ~60K | 0.70× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kannada language | Politics & Society | 6.44× | ||
| 02 | Punjabi language | Politics & Society | 6.16× | ||
| 03 | Punjab, India | Travel & Leisure | 5.92× | ||
| 04 | New Delhi | Travel & Leisure | 5.35× | ||
| 05 | International English Language Testing System | Business & Career | 5.01× | ||
| 06 | Bengali language | Politics & Society | 4.72× | ||
| 07 | Bangladesh | Travel & Leisure | 4.11× | ||
| 08 | Urdu | Politics & Society | 4.11× | ||
| 09 | International student | Business & Career | 4.06× | ||
| 10 | Tamil language | Politics & Society | 3.64× | ||
| 11 | Bollywood movies | Movies & TV | 3.10× | ||
| 12 | South Asia | Travel & Leisure | 3.06× | ||
| 13 | Gmail | Internet & Social Media | 2.35× | ||
| 14 | Singapore Airlines | Travel & Leisure | 1.99× | ||
| 15 | Google Maps | Internet & Social Media | 1.89× | ||
| 16 | Google Drive | Technology & Electronics | 1.76× | ||
| 17 | Google Docs | Internet & Social Media | 1.69× | ||
| 18 | Oceania | Travel & Leisure | 1.61× | ||
| 19 | Westpac | Business & Career | 1.58× | ||
| 20 | Sydney | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 2.03× | |
| Urban Lifestyle | OPEN | 1.52× | |
| Need for Security | CONSERVATISM | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.89× | |
| Pet Ownership | JOY | 0.90× | |
| Sports Activity | POWER | 0.92× |
WhatsApp has an estimated audience of 3,648,847 people in Australia, concentrated in New South Wales and Victoria.
56.6% of WhatsApp fans are female, 43.4% are male, with an average age of 38.7 years.
WhatsApp fans show strongest brand affinity for Oceania (1.61×), Punjabi language (6.16×), and Gmail (2.35×) over the country average.
WhatsApp fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1M), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on Punjabi language (6.16×), Gmail (2.35×), Sydney (1.51×), and Google Maps (1.89×) 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 WhatsApp. 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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