A data profile of the people who buy, follow and care about South Asia in India — modelled from more than twelve digital signal sources. South Asia has an estimated audience of 18,315,419 people in India.
South Asia has an estimated audience of 18,315,419 people in India. 26.6% are female, 73.4% are male, average age 32.2. Top brand affinities: Kashmir, Instant messaging, Videography, Psychology, Mount Everest.
Top brand affinities include Kashmir, Instant messaging, Videography, with strongest over-indexing on Kashmir (3.83× the country average).
Demographically, the South Asia audience skews more male with an average age of 32.2, and over-indexes on personality traits such as Sustainability, Indulgence.
The typical South Asia fan in India is more male, around 32.2 years old, with strong Sustainability tendencies and a notable affinity for Kashmir.
The key figures that characterise the South Asia profile in India.
26.6% are female, 73.4% are male, average age 32.2.
| Metric | Value |
|---|---|
| Female | 26.6% |
| Male | 73.4% |
| Average age | 32.2 |
| Estimated audience size | 18,315,419 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 30% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 8% |
of the worldwide South Asia audience comes from India.
| Country | Share |
|---|---|
| India | 18.1% |
| United States | 11.1% |
| Saudi Arabia | 3.4% |
The strongest cross-interests of the South Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vanessa Kirby | Movies & TV | 5.98× | ||
| 02 | Mount Everest | Travel & Leisure | 4.11× | ||
| 03 | Kashmir | Fashion & Accessoires | 3.83× | ||
| 04 | Genetics | Kids & Family | 3.06× | ||
| 05 | Videography | Internet & Social Media | 2.66× | ||
| 06 | Lodging | Travel & Leisure | 2.43× | ||
| 07 | Leather | Fashion & Accessoires | 2.35× | ||
| 08 | Real property | Home & Garden | 2.18× | ||
| 09 | Cabinetry | Home & Garden | 2.14× | ||
| 10 | Anthropology | Business & Career | 2.07× | ||
| 11 | IKEA | Home & Garden | 2.00× | ||
| 12 | Himalayas | Travel & Leisure | 1.98× | ||
| 13 | OnePlus | Technology & Electronics | 1.90× | ||
| 14 | Instant messaging | Internet & Social Media | 1.81× | ||
| 15 | Wikipedia | Internet & Social Media | 1.81× | ||
| 16 | Young's | Food & Beverages | 1.76× | ||
| 17 | Necklace | Fashion & Accessoires | 1.73× | ||
| 18 | Bracelet | Fashion & Accessoires | 1.71× | ||
| 19 | Volunteering | Politics & Society | 1.71× | ||
| 20 | Psychology | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.75× | |
| Indulgence | JOY | 1.46× | |
| Convenience Orientation | PREMIUM | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.85× | |
| Need for Security | CONSERVATISM | 0.95× | |
| Price Sensitivity | PREMIUM | 0.97× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for South Asia. 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 India. 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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