A data profile of the people who buy, follow and care about Smyths Toys in Ireland — modelled from more than twelve digital signal sources. Smyths Toys has an estimated audience of 680,006 people in Ireland.
Smyths Toys has an estimated audience of 680,006 people in Ireland. 82.3% are female, 17.7% are male, average age 40.4. Top brand affinities: TK Maxx, Child care, Zoo, Microwave oven, Playground.
Top brand affinities include TK Maxx, Child care, Zoo, with strongest over-indexing on TK Maxx (1.52× the country average).
Demographically, the Smyths Toys audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Convenience Orientation, DIY Mentality.
The typical Smyths Toys fan in Ireland is more female, around 40.4 years old, with strong Convenience Orientation tendencies and a notable affinity for TK Maxx.
The key figures that characterise the Smyths Toys profile in Ireland.
82.3% are female, 17.7% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 82.3% |
| Male | 17.7% |
| Average age | 40.4 |
| Estimated audience size | 680,006 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 20% | |
| 30-39 | 34% | |
| 40-49 | 25% | |
| 50+ | 13% |
The strongest cross-interests of the Smyths Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | PAW Patrol | Movies & TV | 2.53× | ||
| 02 | Powdered milk | Kids & Family | 2.26× | ||
| 03 | Christmas decoration | Home & Garden | 1.81× | ||
| 04 | Crocs | Fashion & Accessoires | 1.79× | ||
| 05 | Nickelodeon | Movies & TV | 1.70× | ||
| 06 | Children's literature | Literature | 1.68× | ||
| 07 | Parental leave | Kids & Family | 1.62× | ||
| 08 | Zoo | Kids & Family | 1.61× | ||
| 09 | Target Corporation | Shopping | 1.58× | ||
| 10 | Water park | Travel & Leisure | 1.57× | ||
| 11 | Child care | Kids & Family | 1.55× | ||
| 12 | Microwave oven | Home & Garden | 1.55× | ||
| 13 | Christmas market | Food & Beverages | 1.55× | ||
| 14 | Playground | Kids & Family | 1.54× | ||
| 15 | Julia Roberts | Movies & TV | 1.53× | ||
| 16 | TK Maxx | Shopping | 1.52× | ||
| 17 | Argos (retailer) | Shopping | 1.52× | ||
| 18 | Outlet store | Shopping | 1.52× | ||
| 19 | Roller coaster | Travel & Leisure | 1.52× | ||
| 20 | Duvet | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.33× | |
| DIY Mentality | THRILL | 1.25× | |
| Tradition | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.87× | |
| Travelling | THRILL | 0.91× | |
| Sustainability | BALANCE | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland who actively search for Smyths Toys. 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 Ireland. 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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