A data profile of the people who buy, follow and care about Wool in Australia — modelled from more than twelve digital signal sources. Wool has an estimated audience of 3,605,359 people in Australia.
Wool has an estimated audience of 3,605,359 people in Australia. 73.7% are female, 26.3% are male, average age 44.1. Top brand affinities: Blanket, Aldi, IKEA, Weaving, Knitting.
Top brand affinities include Blanket, Aldi, IKEA, with strongest over-indexing on Blanket (3.06× the country average).
Demographically, the Wool audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Indulgence, Sustainability.
The typical Wool fan in Australia is more female, around 44.1 years old, with strong Indulgence tendencies and a notable affinity for Blanket.
The key figures that characterise the Wool profile in Australia.
73.7% are female, 26.3% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 73.7% |
| Male | 26.3% |
| Average age | 44.1 |
| Estimated audience size | 3,605,359 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Wool audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 5.8% |
| India | 5.3% |
The strongest cross-interests of the Wool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Blanket | Home & Garden | 3.06× | ||
| 02 | Quilting | Home & Garden | 2.77× | ||
| 03 | Weaving | Fashion & Accessoires | 2.68× | ||
| 04 | Leggings | Fashion & Accessoires | 2.17× | ||
| 05 | Knitting | Home & Garden | 2.14× | ||
| 06 | Microwave oven | Home & Garden | 2.07× | ||
| 07 | Birkenstock | Fashion & Accessoires | 2.03× | ||
| 08 | Kitchenware | Home & Garden | 1.91× | ||
| 09 | Sewing | Home & Garden | 1.88× | ||
| 10 | Aldi | Shopping | 1.67× | ||
| 11 | Carpet | Home & Garden | 1.65× | ||
| 12 | Innovation | Business & Career | 1.64× | ||
| 13 | Discount stores | Shopping | 1.58× | ||
| 14 | Father's Day | Kids & Family | 1.58× | ||
| 15 | Skirt | Fashion & Accessoires | 1.56× | ||
| 16 | Men's clothing | Fashion & Accessoires | 1.55× | ||
| 17 | IKEA | Home & Garden | 1.52× | ||
| 18 | Real property | Home & Garden | 1.52× | ||
| 19 | Department store | Shopping | 1.52× | ||
| 20 | Children's clothing | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.85× | |
| Sustainability | BALANCE | 1.54× | |
| Quality Awareness | PREMIUM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.90× | |
| Social Media Usage | JOY | 0.93× | |
| Risk Appetite | THRILL | 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 Wool. 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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