A data profile of the people who buy, follow and care about Boutiques in South Africa — modelled from more than twelve digital signal sources. Boutiques has an estimated audience of 2,548,065 people in South Africa.
Boutiques has an estimated audience of 2,548,065 people in South Africa. 66.4% are female, 33.6% are male, average age 38.1. Top brand affinities: Wig, Causeway Bay, Aramex, Brazilian Portuguese, Peruvian cuisine.
Top brand affinities include Wig, Causeway Bay, Aramex, with strongest over-indexing on Wig (1.53× the country average).
Demographically, the Boutiques audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Spirituality, Travelling.
The typical Boutiques fan in South Africa is more female, around 38.1 years old, with strong Spirituality tendencies and a notable affinity for Wig.
The key figures that characterise the Boutiques profile in South Africa.
66.4% are female, 33.6% are male, average age 38.1.
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 38.1 |
| Estimated audience size | 2,548,065 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 14% | |
| 50+ | 21% |
of the worldwide Boutiques audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.0% |
| Italy | 5.3% |
| Japan | 5.2% |
The strongest cross-interests of the Boutiques audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Boston College | Business & Career | 2.21× | ||
| 02 | Peruvian cuisine | Food & Beverages | 1.96× | ||
| 03 | Direct deposit | Business & Career | 1.94× | ||
| 04 | Brazilian Portuguese | Politics & Society | 1.93× | ||
| 05 | Multichannel retailing | Shopping | 1.88× | ||
| 06 | Kinky boots | Music & Radio | 1.87× | ||
| 07 | Malaysian language | Politics & Society | 1.84× | ||
| 08 | Fringe (TV series) | Movies & TV | 1.77× | ||
| 09 | Aramex | Business & Career | 1.75× | ||
| 10 | Sammi Cheng | Music & Radio | 1.75× | ||
| 11 | Virgin Records | Music & Radio | 1.70× | ||
| 12 | Trenza | Beauty & Wellness | 1.65× | ||
| 13 | Paper bag | Home & Garden | 1.60× | ||
| 14 | Pixie Lott | Music & Radio | 1.59× | ||
| 15 | Causeway Bay | Travel & Leisure | 1.58× | ||
| 16 | Engineering & Technology | Business & Career | 1.56× | ||
| 17 | Christian Lacroix | Fashion & Accessoires | 1.55× | ||
| 18 | Wig | Beauty & Wellness | 1.53× | ||
| 19 | Redruth | Travel & Leisure | 1.53× | ||
| 20 | Combo (video gaming) | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.90× | |
| Travelling | THRILL | 0.73× | |
| Healthy Lifestyle | BALANCE | 0.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.49× | |
| Healthy Lifestyle | BALANCE | 0.53× | |
| Patriotism | CONSERVATISM | 0.53× |
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 Boutiques. 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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