A data profile of the people who buy, follow and care about Behavior in South Africa — modelled from more than twelve digital signal sources. Behavior has an estimated audience of 934,381 people in South Africa.
Behavior has an estimated audience of 934,381 people in South Africa. 58.0% are female, 42.0% are male, average age 35.3. Top brand affinities: Hostel, Birkenstock, Buddhism, Tom Hardy, Malt whisky.
Top brand affinities include Hostel, Birkenstock, Buddhism, with strongest over-indexing on Hostel (1.5× the country average).
Demographically, the Behavior audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Indulgence, Tradition.
The typical Behavior fan in South Africa is more female, around 35.3 years old, with strong Indulgence tendencies and a notable affinity for Hostel.
The key figures that characterise the Behavior profile in South Africa.
58.0% are female, 42.0% are male, average age 35.3.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 35.3 |
| Estimated audience size | 934,381 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 32% | |
| 20-29 | 22% | |
| 30-39 | 17% | |
| 40-49 | 12% | |
| 50+ | 18% |
of the worldwide Behavior audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 26.3% |
| Italy | 5.7% |
| Brazil | 5.1% |
The strongest cross-interests of the Behavior audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Roller coaster | Travel & Leisure | 1.83× | ||
| 02 | Vietnam Airlines | Travel & Leisure | 1.67× | ||
| 03 | Massive open online course | Business & Career | 1.65× | ||
| 04 | Crowdsourcing | Business & Career | 1.64× | ||
| 05 | Pfizer | Health | 1.63× | ||
| 06 | Buddhism | Health | 1.62× | ||
| 07 | Emma Watson | Movies & TV | 1.62× | ||
| 08 | Medicinal plants | Health | 1.61× | ||
| 09 | Tom Hardy | Movies & TV | 1.60× | ||
| 10 | Malt whisky | Food & Beverages | 1.58× | ||
| 11 | Buffy the Vampire Slayer | Movies & TV | 1.58× | ||
| 12 | Listerine | Beauty & Wellness | 1.57× | ||
| 13 | Meryl Streep | Movies & TV | 1.56× | ||
| 14 | Stephen King | Literature | 1.56× | ||
| 15 | Single-family detached home | Home & Garden | 1.53× | ||
| 16 | Robbie Williams | Music & Radio | 1.53× | ||
| 17 | Deportivo Alavés | Sports | 1.53× | ||
| 18 | Organic chemistry | Business & Career | 1.51× | ||
| 19 | Hostel | Travel & Leisure | 1.50× | ||
| 20 | Birkenstock | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.36× | |
| Tradition | CONSERVATISM | 1.25× | |
| Community Orientation | OPEN | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.63× | |
| Social Media Usage | JOY | 0.80× | |
| Risk Appetite | THRILL | 0.86× |
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 Behavior. 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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