A data profile of the people who buy, follow and care about Books in South Africa — modelled from more than twelve digital signal sources. Books has an estimated audience of 2,812,158 people in South Africa.
Books has an estimated audience of 2,812,158 people in South Africa. 57.8% are female, 42.2% are male, average age 37.2. Top brand affinities: Children's literature, Amazon Kindle, Copa América.
Top brand affinities include Children's literature, Amazon Kindle, Copa América, with strongest over-indexing on Children's literature (1.55× the country average).
Demographically, the Books audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Indulgence, Sustainability.
The typical Books fan in South Africa is more female, around 37.2 years old, with strong Indulgence tendencies and a notable affinity for Children's literature.
The key figures that characterise the Books profile in South Africa.
57.8% are female, 42.2% are male, average age 37.2.
| Metric | Value |
|---|---|
| Female | 57.8% |
| Male | 42.2% |
| Average age | 37.2 |
| Estimated audience size | 2,812,158 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 24% | |
| 30-39 | 18% | |
| 40-49 | 13% | |
| 50+ | 21% |
of the worldwide Books audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.2% |
| United Kingdom | 5.1% |
| India | 4.5% |
The strongest cross-interests of the Books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Amazon Kindle | Literature | 1.56× | ||
| 02 | Copa América | Sports | 1.56× | ||
| 03 | Children's literature | Literature | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.30× | |
| Sustainability | BALANCE | 1.19× | |
| Pet Ownership | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.73× | |
| Social Media Usage | JOY | 0.85× | |
| 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 Books. 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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