Rascasse Audience Intelligence

South African Airways Target Market in United States

A data profile of the people who buy, follow and care about South African Airways in United States — modelled from more than twelve digital signal sources. South African Airways has an estimated audience of 431,609 people in United States.

#74among Airline in United States#4124among Brand in United States#3254in Travel & Leisure

The average South African Airways fan in United States is 39.0 years old, more male, and lives primarily in New York.

The audience is concentrated in New York, California, Texas.

Top brand affinities include Seneweb.com, Herencia Argentina, Makerere University, with strongest over-indexing on Seneweb.com (236.55× the country average).

Demographically, the South African Airways audience skews more male with an average age of 39.0, and over-indexes on personality traits such as Travelling, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical South African Airways fan in United States is more male, around 39.0 years old, with strong Travelling tendencies and a notable affinity for Seneweb.com.

Category: Travel & Leisure · Type: Brand · Subtype: Airline

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the South African Airways profile in United States.

Audience size
432K
in United States
Gender
40.8%♀
59.2% male
Age
39.0
average years
Country rank
#39855
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of South African Airways

40.8% are female, 59.2% are male, average age 39.0.

Fig. 02

Gender split

40.8%
Female
59.2%
Male
Demographic split for South African Airways audience in United States
MetricValue
Female40.8%
Male59.2%
Average age39.0
Estimated audience size431,609
Fig. 03

Age distribution

Ø 39.0
average years
Age distribution of the South African Airways audience in United States
Age bracketShare%
16-1910%
20-2930%
30-3925%
40-4919%
50+16%
Fig. 04

Worldwide distribution

10.2%

of the worldwide South African Airways audience comes from United States.

Worldwide audience distribution share by country for South African Airways
CountryShare
South Africa20.9%
Brazil13.1%
United States10.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the South African Airways audience in United States is strongest.

Fig. 05

Top regions by affinity

South African Airways customers by region in United States
#RegionReachAffinity×
01New York~100K5.41×
02Washington, District of Columbia~3K2.32×
03Connecticut~6K1.38×
04Georgia~20K1.20×
05Maryland~9K1.20×
06Virginia~10K1.10×
07Illinois~20K1.08×
08Louisiana~6K1.06×
09New Jersey~10K1.05×
10Florida~30K1.02×
11Massachusetts~9K1.02×
12California~50K1.01×
13Oregon~5K1.01×
14North Carolina~10K0.99×
15Mississippi~3K0.99×
16Alaska<1K0.98×
17Texas~40K0.97×
18Vermont<1K0.96×
19Tennessee~8K0.94×
20South Carolina~6K0.94×
21Hawaii~2K0.94×
22Colorado~6K0.93×
23Kentucky~5K0.93×
24Utah~4K0.93×
25Alabama~5K0.92×
26Washington~8K0.91×
27Rhode Island~1K0.91×
28Arizona~8K0.90×
29New Mexico~2K0.88×
30Maine~1K0.88×
31Delaware~1K0.88×
32Nevada~4K0.87×
33Arkansas~3K0.87×
34Pennsylvania~10K0.86×
35West Virginia~2K0.86×
36New Hampshire~1K0.86×
37Oklahoma~4K0.85×
38Michigan~9K0.84×
39Indiana~7K0.84×
40North Dakota<1K0.84×
41Nebraska~2K0.83×
42South Dakota<1K0.83×
43Missouri~6K0.81×
44Kansas~3K0.80×
45Ohio~10K0.79×
46Idaho~2K0.78×
47Montana<1K0.78×
48Minnesota~5K0.76×
49Iowa~3K0.74×
50Wisconsin~5K0.71×
Fig. 06

Affinity by region

Affinity by region — South African Airways, United States
0.71×1.00×5.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the South African Airways audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for South African Airways audience
#·InterestCategoryAffinity×
01Make-Up (Japanese band)Music & Radio292.48×
02OZSALEShopping238.51×
03Seneweb.comNews236.55×
04Barbara Taylor BradfordLiterature232.03×
05Herencia ArgentinaPOI225.54×
06SfaxTravel & Leisure211.46×
07Makerere UniversityBusiness & Career156.78×
08University of South AfricaBusiness & Career131.48×
09South Africa national cricket teamSports125.60×
10AlitaliaTravel & Leisure120.76×
11Alliance of Valiant ArmsGames115.78×
12LOT Polish AirlinesTravel & Leisure86.39×
13Ghana national football teamSports77.74×
14Ethiopia national football teamSports58.02×
15Yoruba languagePolitics & Society49.30×
16MenswearFashion & Accessoires42.62×
17Twins (group)Music & Radio20.00×
18Travel technologyTravel & Leisure18.59×
19Fixed-wing aircraftCars & Mobility16.14×
20Mediterranean SeaTravel & Leisure10.00×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the South African Airways audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by South African Airways audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.79×
Career OrientationPOWER2.59×
Convenience OrientationPREMIUM1.72×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by South African Airways audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.78×
Social Media UsageJOY0.94×
Risk AppetiteTHRILL1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is South African Airways's target market in United States?

South African Airways's target market in United States covers an estimated 431,609 people, concentrated in New York and California.

02

What is the gender split and age of South African Airways customers?

40.8% of the South African Airways audience are female, 59.2% are male, with an average age of 39.0 years.

03

Which brands do South African Airways fans like most?

South African Airways fans show strongest brand affinity for Seneweb.com (236.55×), Herencia Argentina (225.54×), and Makerere University (156.78×) over the country average.

04

Where do South African Airways fans live in United States?

South African Airways fans in United States are most concentrated in New York (reach ~100K), California (reach ~50K), and Texas (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do South African Airways fans also like?

Beyond South African Airways itself, the audience over-indexes on Herencia Argentina (225.54×), Makerere University (156.78×), Menswear (42.62×), and Make-Up (Japanese band) (292.48×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Airline audiences in United States

See South African Airways audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for South African Airways. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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