A data profile of the people who buy, follow and care about Adventure travel in South Africa — modelled from more than twelve digital signal sources. Adventure travel has an estimated audience of 1,258,945 people in South Africa.
Adventure travel has an estimated audience of 1,258,945 people in South Africa. 53.0% are female, 47.0% are male, average age 38.2. Top brand affinities: Vacations, Safari, Beaches, Outdoor enthusiast, Travel Adventures.
Top brand affinities include Vacations, Safari, Beaches, with strongest over-indexing on Vacations (1.76× the country average).
Demographically, the Adventure travel audience skews balanced with an average age of 38.2, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
The typical Adventure travel fan in South Africa is balanced, around 38.2 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Vacations.
The key figures that characterise the Adventure travel profile in South Africa.
53.0% are female, 47.0% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 53.0% |
| Male | 47.0% |
| Average age | 38.2 |
| Estimated audience size | 1,258,945 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 14% | |
| 50+ | 21% |
of the worldwide Adventure travel audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.6% |
| Italy | 5.1% |
| Japan | 5.0% |
The strongest cross-interests of the Adventure travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Outdoor enthusiast | Sports | 1.94× | ||
| 02 | Travel photography | Technology & Electronics | 1.83× | ||
| 03 | Vacations | Travel & Leisure | 1.76× | ||
| 04 | Nature photography | Technology & Electronics | 1.75× | ||
| 05 | Travel Adventures | Travel & Leisure | 1.71× | ||
| 06 | Safari lodge | Travel & Leisure | 1.67× | ||
| 07 | Wildlife photography | Technology & Electronics | 1.67× | ||
| 08 | Kruger National Park | Travel & Leisure | 1.63× | ||
| 09 | Travel website | Travel & Leisure | 1.62× | ||
| 10 | Lakes | Travel & Leisure | 1.62× | ||
| 11 | Self care | Health | 1.60× | ||
| 12 | Natural skin care | Beauty & Wellness | 1.60× | ||
| 13 | Travelstart | Travel & Leisure | 1.59× | ||
| 14 | Boating | Travel & Leisure | 1.57× | ||
| 15 | Biodiversity | Politics & Society | 1.57× | ||
| 16 | Safari | Travel & Leisure | 1.56× | ||
| 17 | Air travel | Travel & Leisure | 1.52× | ||
| 18 | Cruises | Travel & Leisure | 1.52× | ||
| 19 | Beaches | Travel & Leisure | 1.51× | ||
| 20 | Business class | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.29× | |
| Patriotism | CONSERVATISM | 1.16× | |
| Travelling | THRILL | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.99× | |
| Spirituality | BALANCE | 1.05× | |
| Travelling | THRILL | 1.11× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Adventure travel. 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 South Africa. 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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