Rascasse Audience Intelligence

Autotrader Target Market in South Africa

A data profile of the people who buy, follow and care about Autotrader in South Africa — modelled from more than twelve digital signal sources. Autotrader has an estimated audience of 9,376,267 people in South Africa.

#2among Brand in South Africa
#1in Cars & Mobility

Autotrader has an estimated audience of 9,376,267 people in South Africa. 26.7% are female, 73.3% are male, average age 43.3. Top brand affinities: The Tour Championship, Stair lift, Presidents Cup.

Top brand affinities include The Tour Championship, Stair lift, Presidents Cup, with strongest over-indexing on The Tour Championship (1.54× the country average).

The typical Autotrader fan in South Africa is more male, around 43.3 years old, with a notable affinity for The Tour Championship.

Category: Cars & Mobility · Type: Brand

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 Autotrader profile in South Africa.

Audience size
9.4M
in South Africa
Gender
26.7%♀
73.3% male
Age
43.3
average years
Country rank
#9
Brand in South Africa
Fig. 01

Search interest · 12-month trend

-6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Autotrader

26.7% are female, 73.3% are male, average age 43.3.

Fig. 02

Gender split

26.7%
Female
73.3%
Male
Demographic split for Autotrader audience in South Africa
MetricValue
Female26.7%
Male73.3%
Average age43.3
Estimated audience size9,376,267
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Autotrader audience in South Africa
Age bracketShare%
16-1910%
20-2918%
30-3920%
40-4924%
50+28%
Fig. 04

Worldwide distribution

20.1%

of the worldwide Autotrader audience comes from South Africa.

Worldwide audience distribution share by country for Autotrader
CountryShare
United States41.5%
United Kingdom24.9%
South Africa20.1%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Autotrader audience
#·InterestCategoryAffinity×
01Stair liftHome & Garden2.92×
02Presidents CupSports2.34×
03The Tour ChampionshipSports1.54×
Appendix

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

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How to read this data

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