Rascasse Audience Intelligence

Africa Audience in South Africa

A data profile of the people who buy, follow and care about Africa in South Africa — modelled from more than twelve digital signal sources. Africa has an estimated audience of 5,963,657 people in South Africa.

#1among Continent in South Africa
#4among POI in South Africa
#2in Travel & Leisure

Africa has an estimated audience of 5,963,657 people in South Africa. 51.9% are female, 48.1% are male, average age 36.3.

Demographically, the Africa audience skews balanced with an average age of 36.3, and over-indexes on personality traits such as Price Sensitivity, Risk Appetite.

Category: Travel & Leisure · Type: POI · Subtype: Continent

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Africa profile in South Africa.

Audience size
6M
in South Africa
Gender
51.9%♀
48.1% male
Age
36.3
average years
Country rank
#31
POI in South Africa
Fig. 01

Search interest · 12-month trend

+7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Africa fans

51.9% are female, 48.1% are male, average age 36.3.

Fig. 02

Gender split

51.9%
Female
48.1%
Male
Demographic split for Africa audience in South Africa
MetricValue
Female51.9%
Male48.1%
Average age36.3
Estimated audience size5,963,657
Fig. 03

Age distribution

Ø 36.3
average years
Age distribution of the Africa audience in South Africa
Age bracketShare%
16-1926%
20-2925%
30-3918%
40-4912%
50+18%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Africa audience comes from South Africa.

Worldwide audience distribution share by country for Africa
CountryShare
United States15.7%
France5.3%
United Kingdom4.2%
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Africa 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 Africa audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.04×
Risk AppetiteTHRILL1.03×
Healthy LifestyleBALANCE1.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Africa audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.98×
Sports ActivityPOWER0.99×
Luxury OrientationPREMIUM0.99×
0×1.00× baseline2×
Appendix

Explore more audiences

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

More Continent audiences in South Africa

See Africa audiences in other countries

How to read this data

Audience size is the estimated number of people in South Africa who actively search for 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.

About this audience profile

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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