A data profile of the people who buy, follow and care about Zimmermann in Australia — modelled from more than twelve digital signal sources. Zimmermann has an estimated audience of 2,551,509 people in Australia.
The average Zimmermann fan in Australia is 38.3 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 Myer, Baby Bunting, Harvey Norman, with strongest over-indexing on Myer (2.31× the country average).
Demographically, the Zimmermann audience skews more female with an average age of 38.3, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Zimmermann fan in Australia is more female, around 38.3 years old, with strong Design Affinity tendencies and a notable affinity for Myer.
The key figures that characterise the Zimmermann profile in Australia.
76.4% are female, 23.6% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 76.4% |
| Male | 23.6% |
| Average age | 38.3 |
| Estimated audience size | 2,551,509 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 23% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 17% |
of the worldwide Zimmermann audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 24.0% |
| United States | 22.0% |
| United Kingdom | 8.6% |
Where the Zimmermann audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~1.5M | 1.76× | |
| 02 | Victoria | ~1M | 1.33× | |
| 03 | Queensland | ~800K | 1.33× | |
| 04 | South Australia | ~300K | 1.27× | |
| 05 | Australian Capital Territory | ~40K | 0.82× | |
| 06 | Northern Territory | ~20K | 0.72× | |
| 07 | Western Australia | ~200K | 0.71× | |
| 08 | Tasmania | ~30K | 0.57× |
The strongest cross-interests of the Zimmermann audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bec and Bridge | Fashion & Accessoires | 3.92× | ||
| 02 | Universal Store | Shopping | 3.67× | ||
| 03 | Baby Bunting | Kids & Family | 3.40× | ||
| 04 | Kookai | Fashion & Accessoires | 2.82× | ||
| 05 | Adairs | Home & Garden | 2.74× | ||
| 06 | Myer | Fashion & Accessoires | 2.31× | ||
| 07 | David Jones | Fashion & Accessoires | 2.24× | ||
| 08 | Country Road | Fashion & Accessoires | 2.09× | ||
| 09 | Cotton On | Fashion & Accessoires | 2.07× | ||
| 10 | realestate.com.au | Home & Garden | 2.04× | ||
| 11 | Gold Coast, Queensland | Travel & Leisure | 1.96× | ||
| 12 | Harvey Norman | Shopping | 1.91× | ||
| 13 | The Australian | News | 1.88× | ||
| 14 | Aldi | Shopping | 1.80× | ||
| 15 | Australian Football League | Sports | 1.72× | ||
| 16 | Queensland | Travel & Leisure | 1.65× | ||
| 17 | Rugby league | Sports | 1.58× | ||
| 18 | Target Corporation | Shopping | 1.55× | ||
| 19 | National Rugby League | Sports | 1.54× | ||
| 20 | Woolworths | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.43× | |
| Luxury Orientation | PREMIUM | 1.26× | |
| Sustainability | BALANCE | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Risk Appetite | THRILL | 0.72× | |
| Spirituality | BALANCE | 0.74× |
Zimmermann has an estimated audience of 2,551,509 people in Australia, concentrated in New South Wales and Victoria.
76.4% of Zimmermann fans are female, 23.6% are male, with an average age of 38.3 years.
Zimmermann fans show strongest brand affinity for Myer (2.31×), Baby Bunting (3.4×), and Harvey Norman (1.91×) over the country average.
Zimmermann fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1M), and Queensland (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Zimmermann itself, the audience over-indexes on Baby Bunting (3.4×), Harvey Norman (1.91×), Cotton On (2.07×), and Queensland (1.65×) 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 Zimmermann. 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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