A data profile of the people who buy, follow and care about BMW in South Africa — modelled from more than twelve digital signal sources. BMW has an estimated audience of 1,697,170 people in South Africa.
BMW has an estimated audience of 1,697,170 people in South Africa. 41.4% are female, 58.6% are male, average age 37.0. Top brand affinities: Used car, Hatchback, Electric car, Volkswagen Polo, Toyota Corolla.
Top brand affinities include Used car, Hatchback, Electric car, with strongest over-indexing on Used car (1.52× the country average).
Demographically, the BMW audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Social Media Usage, Spirituality.
The typical BMW fan in South Africa is more male, around 37.0 years old, with strong Social Media Usage tendencies and a notable affinity for Used car.
The key figures that characterise the BMW profile in South Africa.
41.4% are female, 58.6% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 41.4% |
| Male | 58.6% |
| Average age | 37.0 |
| Estimated audience size | 1,697,170 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 19% |
of the worldwide BMW audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.4% |
| Germany | 6.3% |
The strongest cross-interests of the BMW audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sunroof | Cars & Mobility | 1.87× | ||
| 02 | Fleet vehicle | Cars & Mobility | 1.80× | ||
| 03 | Rent-to-own | Home & Garden | 1.75× | ||
| 04 | Power steering | Cars & Mobility | 1.75× | ||
| 05 | Airbag | Cars & Mobility | 1.70× | ||
| 06 | Toyota Corolla | Cars & Mobility | 1.67× | ||
| 07 | Fuel economy in automobiles | Cars & Mobility | 1.61× | ||
| 08 | Anti-lock braking system | Cars & Mobility | 1.60× | ||
| 09 | Transmission (mechanics) | Cars & Mobility | 1.59× | ||
| 10 | Electric car | Cars & Mobility | 1.58× | ||
| 11 | Volkswagen Polo | Cars & Mobility | 1.58× | ||
| 12 | Traffic congestion | Cars & Mobility | 1.57× | ||
| 13 | Automatic transmission | Cars & Mobility | 1.57× | ||
| 14 | Private transport | Cars & Mobility | 1.55× | ||
| 15 | Hatchback | Cars & Mobility | 1.53× | ||
| 16 | Used car | Cars & Mobility | 1.52× | ||
| 17 | Controlled-access highway | Travel & Leisure | 1.52× | ||
| 18 | Volkswagen Golf | Cars & Mobility | 1.51× | ||
| 19 | BMW 3 Series | Cars & Mobility | 1.51× | ||
| 20 | Diesel fuel | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.69× | |
| Spirituality | BALANCE | 0.60× | |
| Patriotism | CONSERVATISM | 0.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.44× | |
| Travelling | THRILL | 0.56× | |
| Patriotism | CONSERVATISM | 0.59× |
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 BMW. 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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