A data profile of the people who buy, follow and care about Asia in South Africa — modelled from more than twelve digital signal sources. Asia has an estimated audience of 1,244,773 people in South Africa.
Asia has an estimated audience of 1,244,773 people in South Africa. 50.0% are female, 50.0% are male, average age 38.0. Top brand affinities: Internet celebrity, Street food, Boxing, Singapore Airlines, Hinduism.
Top brand affinities include Internet celebrity, Street food, Boxing, with strongest over-indexing on Internet celebrity (1.52× the country average).
Demographically, the Asia audience skews balanced with an average age of 38.0, and over-indexes on personality traits such as Indulgence, Spirituality.
The typical Asia fan in South Africa is balanced, around 38.0 years old, with strong Indulgence tendencies and a notable affinity for Internet celebrity.
The key figures that characterise the Asia profile in South Africa.
50.0% are female, 50.0% are male, average age 38.0.
| Metric | Value |
|---|---|
| Female | 50.0% |
| Male | 50.0% |
| Average age | 38.0 |
| Estimated audience size | 1,244,773 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 14% | |
| 50+ | 22% |
of the worldwide Asia audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 10.8% |
| Japan | 6.1% |
| China | 6.0% |
The strongest cross-interests of the Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Singapore Airlines | Travel & Leisure | 2.32× | ||
| 02 | Late-night talk show | Movies & TV | 1.85× | ||
| 03 | Buddhism | Health | 1.79× | ||
| 04 | Turkish Airlines | Travel & Leisure | 1.74× | ||
| 05 | Hinduism | Politics & Society | 1.71× | ||
| 06 | Tom Hardy | Movies & TV | 1.67× | ||
| 07 | Sandra Bullock | Movies & TV | 1.65× | ||
| 08 | Real Sociedad | Sports | 1.64× | ||
| 09 | Tom Cruise | Movies & TV | 1.63× | ||
| 10 | Brad Pitt | Movies & TV | 1.61× | ||
| 11 | Henry Cavill | Movies & TV | 1.60× | ||
| 12 | Boxing | Sports | 1.59× | ||
| 13 | Street food | Food & Beverages | 1.57× | ||
| 14 | Keanu Reeves | Movies & TV | 1.56× | ||
| 15 | Prosecco | Food & Beverages | 1.55× | ||
| 16 | Internet celebrity | Internet & Social Media | 1.52× | ||
| 17 | Athletic Bilbao | Sports | 1.52× | ||
| 18 | Malt whisky | Food & Beverages | 1.52× | ||
| 19 | Golden Globe Award | Movies & TV | 1.51× | ||
| 20 | Mission: Impossible | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Spirituality | BALANCE | 1.17× | |
| Sustainability | BALANCE | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.64× | |
| Social Media Usage | JOY | 0.74× | |
| Luxury Orientation | PREMIUM | 0.78× |
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 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 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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