A data profile of the people who buy, follow and care about Braid in South Africa — modelled from more than twelve digital signal sources. Braid has an estimated audience of 1,180,603 people in South Africa.
Braid has an estimated audience of 1,180,603 people in South Africa. 74.4% are female, 25.6% are male, average age 33.8. Top brand affinities: Hair care, Skin care, Personal care, Artificial nails, Hair conditioner.
Top brand affinities include Hair care, Skin care, Personal care, with strongest over-indexing on Hair care (2.27× the country average).
Demographically, the Braid audience skews more female with an average age of 33.8, and over-indexes on personality traits such as Indulgence, Price Sensitivity.
The typical Braid fan in South Africa is more female, around 33.8 years old, with strong Indulgence tendencies and a notable affinity for Hair care.
The key figures that characterise the Braid profile in South Africa.
74.4% are female, 25.6% are male, average age 33.8.
| Metric | Value |
|---|---|
| Female | 74.4% |
| Male | 25.6% |
| Average age | 33.8 |
| Estimated audience size | 1,180,603 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 29% | |
| 30-39 | 17% | |
| 40-49 | 10% | |
| 50+ | 14% |
of the worldwide Braid audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 34.2% |
| United Kingdom | 4.9% |
| Japan | 4.6% |
The strongest cross-interests of the Braid audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lip gloss | Beauty & Wellness | 3.24× | ||
| 02 | Artificial nails | Beauty & Wellness | 3.04× | ||
| 03 | Eye shadow | Beauty & Wellness | 2.96× | ||
| 04 | Eye liner | Beauty & Wellness | 2.86× | ||
| 05 | Waxing | Beauty & Wellness | 2.75× | ||
| 06 | Hair conditioner | Beauty & Wellness | 2.73× | ||
| 07 | Nail salon | Beauty & Wellness | 2.62× | ||
| 08 | Eyelash extensions | Beauty & Wellness | 2.56× | ||
| 09 | Hair iron | Beauty & Wellness | 2.56× | ||
| 10 | Manicure | Beauty & Wellness | 2.45× | ||
| 11 | Hair care | Beauty & Wellness | 2.27× | ||
| 12 | Cupcake | Food & Beverages | 2.12× | ||
| 13 | Skin care | Beauty & Wellness | 2.10× | ||
| 14 | Natural skin care | Beauty & Wellness | 2.09× | ||
| 15 | High-net-worth individual | Business & Career | 1.93× | ||
| 16 | Children's clothing | Fashion & Accessoires | 1.84× | ||
| 17 | Microwave oven | Home & Garden | 1.81× | ||
| 18 | Handbags | Fashion & Accessoires | 1.70× | ||
| 19 | Personal care | Health | 1.69× | ||
| 20 | Streetwear | Fashion & Accessoires | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.81× | |
| Price Sensitivity | PREMIUM | 1.50× | |
| Design Affinity | PREMIUM | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.73× | |
| Early Adopter Mentality | POWER | 0.88× | |
| Risk Appetite | THRILL | 0.94× |
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 Braid. 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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