A data profile of the people who buy, follow and care about Air travel in South Africa — modelled from more than twelve digital signal sources. Air travel has an estimated audience of 1,697,275 people in South Africa.
Air travel has an estimated audience of 1,697,275 people in South Africa. 55.9% are female, 44.1% are male, average age 39.4. Top brand affinities: Cruises, Car rentals, Daily Maverick, Kruger National Park, Lakes.
Top brand affinities include Cruises, Car rentals, Daily Maverick, with strongest over-indexing on Cruises (1.84× the country average).
Demographically, the Air travel audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Social Media Usage, Healthy Lifestyle.
The typical Air travel fan in South Africa is more female, around 39.4 years old, with strong Social Media Usage tendencies and a notable affinity for Cruises.
The key figures that characterise the Air travel profile in South Africa.
55.9% are female, 44.1% are male, average age 39.4.
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 39.4 |
| Estimated audience size | 1,697,275 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 24% |
of the worldwide Air travel audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 14.1% |
| Japan | 6.3% |
| Brazil | 5.1% |
The strongest cross-interests of the Air travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cruises | Travel & Leisure | 1.84× | ||
| 02 | Glamping | Travel & Leisure | 1.73× | ||
| 03 | Retirement community | Kids & Family | 1.72× | ||
| 04 | Arthritis awareness | Health | 1.70× | ||
| 05 | Benjamin Netanyahu | Politics & Society | 1.69× | ||
| 06 | White wine | Food & Beverages | 1.67× | ||
| 07 | Lakes | Travel & Leisure | 1.66× | ||
| 08 | Ecotourism | Business & Career | 1.61× | ||
| 09 | Car rentals | Cars & Mobility | 1.60× | ||
| 10 | Daily Maverick | News | 1.60× | ||
| 11 | Holiday cottage | Travel & Leisure | 1.60× | ||
| 12 | Kruger National Park | Travel & Leisure | 1.58× | ||
| 13 | MSC Cruises | Travel & Leisure | 1.58× | ||
| 14 | Cottage | Travel & Leisure | 1.57× | ||
| 15 | Nature reserve | Travel & Leisure | 1.57× | ||
| 16 | Package tour | Travel & Leisure | 1.57× | ||
| 17 | Conference and resort hotels | Travel & Leisure | 1.56× | ||
| 18 | Diabetes mellitus awareness | Health | 1.54× | ||
| 19 | Mauritius | Travel & Leisure | 1.52× | ||
| 20 | Broom | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.97× | |
| Healthy Lifestyle | BALANCE | 0.95× | |
| Spirituality | BALANCE | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.81× | |
| Patriotism | CONSERVATISM | 0.85× | |
| Spirituality | BALANCE | 0.93× |
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 Air 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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