A data profile of the people who buy, follow and care about Woolworths in Australia — modelled from more than twelve digital signal sources. Woolworths has an estimated audience of 8,878,187 people in Australia.
Woolworths has an estimated audience of 8,878,187 people in Australia. 65.3% are female, 34.7% are male, average age 43.9. Top brand affinities: Cotton On, Zimmermann, Kookai, Bec and Bridge, Super Rugby.
Top brand affinities include Cotton On, Zimmermann, Kookai, with strongest over-indexing on Cotton On (1.51× the country average).
Demographically, the Woolworths audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Design Affinity, Sustainability.
The typical Woolworths fan in Australia is more female, around 43.9 years old, with strong Design Affinity tendencies and a notable affinity for Cotton On.
The key figures that characterise the Woolworths profile in Australia.
65.3% are female, 34.7% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 65.3% |
| Male | 34.7% |
| Average age | 43.9 |
| Estimated audience size | 8,878,187 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Woolworths audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 30.5% |
| Germany | 22.4% |
| South Africa | 14.0% |
The strongest cross-interests of the Woolworths audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sabo Skirt | Fashion & Accessoires | 2.34× | ||
| 02 | Spar (retailer) | Shopping | 2.31× | ||
| 03 | Missguided | Fashion & Accessoires | 2.11× | ||
| 04 | Afrikaans | Politics & Society | 2.10× | ||
| 05 | Bec and Bridge | Fashion & Accessoires | 2.04× | ||
| 06 | Women's Shoes | Fashion & Accessoires | 2.02× | ||
| 07 | Smeg (appliances) | Home & Garden | 1.94× | ||
| 08 | Michelle Bridges | Movies & TV | 1.77× | ||
| 09 | Zimmermann | Home & Garden | 1.76× | ||
| 10 | Baby toys | Kids & Family | 1.75× | ||
| 11 | Super Rugby | Sports | 1.67× | ||
| 12 | Kookai | Fashion & Accessoires | 1.65× | ||
| 13 | Safari | Travel & Leisure | 1.64× | ||
| 14 | Polo Ralph Lauren | Fashion & Accessoires | 1.60× | ||
| 15 | Gift wrapping | Home & Garden | 1.57× | ||
| 16 | Vivienne Westwood | Fashion & Accessoires | 1.55× | ||
| 17 | Charlotte Tilbury | Beauty & Wellness | 1.54× | ||
| 18 | Cloth diaper | Kids & Family | 1.53× | ||
| 19 | Cotton On | Fashion & Accessoires | 1.51× | ||
| 20 | Unique Gifts | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.02× | |
| Sustainability | BALANCE | 1.01× | |
| Pet Ownership | JOY | 0.99× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.77× | |
| Spirituality | BALANCE | 0.79× | |
| Risk Appetite | THRILL | 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 Woolworths. 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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