A data profile of the people who buy, follow and care about South Africa in United Kingdom — modelled from more than twelve digital signal sources. South Africa has an estimated audience of 3,845,936 people in United Kingdom.
The average South Africa fan in United Kingdom is 43.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Johannesburg, Electro (music), Southern Africa, with strongest over-indexing on Johannesburg (5.7× the country average).
Demographically, the South Africa audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Risk Appetite, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical South Africa fan in United Kingdom is balanced, around 43.1 years old, with strong Risk Appetite tendencies and a notable affinity for Johannesburg.
The key figures that characterise the South Africa profile in United Kingdom.
48.8% are female, 51.2% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 48.8% |
| Male | 51.2% |
| Average age | 43.1 |
| Estimated audience size | 3,845,936 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide South Africa audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 14.0% |
| South Africa | 8.5% |
| Vietnam | 6.6% |
Where the South Africa audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.39× | |
| 02 | South East | ~700K | 1.28× | |
| 03 | Yorkshire and the Humber | ~400K | 1.25× | |
| 04 | East of England | ~400K | 1.10× | |
| 05 | Wales | ~200K | 1.06× | |
| 06 | Scotland | ~300K | 1.01× | |
| 07 | England | ~3M | 0.99× | |
| 08 | Northern Ireland | ~100K | 0.95× | |
| 09 | North East | ~100K | 0.93× | |
| 10 | South West | ~300K | 0.82× | |
| 11 | East Midlands | ~200K | 0.79× | |
| 12 | North West | ~200K | 0.46× |
The strongest cross-interests of the South Africa audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pretoria | Travel & Leisure | 6.04× | ||
| 02 | Johannesburg | Travel & Leisure | 5.70× | ||
| 03 | Southern Africa | Travel & Leisure | 5.29× | ||
| 04 | University of Lagos | Business & Career | 5.05× | ||
| 05 | Tanzania | Travel & Leisure | 4.97× | ||
| 06 | Mozambique | Travel & Leisure | 4.67× | ||
| 07 | Zimbabwe | Travel & Leisure | 4.40× | ||
| 08 | Cape Town | Travel & Leisure | 4.40× | ||
| 09 | Botswana | Travel & Leisure | 4.29× | ||
| 10 | Namibia | Travel & Leisure | 4.15× | ||
| 11 | North Korea | Travel & Leisure | 4.09× | ||
| 12 | Kenya | Travel & Leisure | 4.00× | ||
| 13 | Afrikaans | Politics & Society | 3.73× | ||
| 14 | East Africa | Travel & Leisure | 3.67× | ||
| 15 | Electro (music) | Music & Radio | 2.71× | ||
| 16 | Zoom (TV channel) | Technology & Electronics | 2.25× | ||
| 17 | Reggae | Music & Radio | 1.76× | ||
| 18 | Africa | Travel & Leisure | 1.68× | ||
| 19 | Indonesia | Travel & Leisure | 1.66× | ||
| 20 | Television network | Movies & TV | 1.66× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.20× | |
| Spirituality | BALANCE | 1.18× | |
| Need for Security | CONSERVATISM | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.86× | |
| Creativity | OPEN | 0.91× | |
| Design Affinity | PREMIUM | 0.91× |
South Africa has an estimated audience of 3,845,936 people in United Kingdom, concentrated in England and South East.
48.8% of South Africa fans are female, 51.2% are male, with an average age of 43.1 years.
South Africa fans show strongest brand affinity for Johannesburg (5.7×), Electro (music) (2.71×), and Southern Africa (5.29×) over the country average.
South Africa fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~700K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond South Africa itself, the audience over-indexes on Electro (music) (2.71×), Southern Africa (5.29×), Tanzania (4.97×), and North Korea (4.09×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for South Africa. 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 United Kingdom. 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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