A data profile of the people who buy, follow and care about Chair in South Africa — modelled from more than twelve digital signal sources. Chair has an estimated audience of 1,534,129 people in South Africa.
Chair has an estimated audience of 1,534,129 people in South Africa. 63.8% are female, 36.2% are male, average age 40.4. Top brand affinities: Bedroom furniture, Airbnb, Renovation, Kitchenware, Microwave oven.
Top brand affinities include Bedroom furniture, Airbnb, Renovation, with strongest over-indexing on Bedroom furniture (2.51× the country average).
Demographically, the Chair audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Indulgence, Quality Awareness.
The typical Chair fan in South Africa is more female, around 40.4 years old, with strong Indulgence tendencies and a notable affinity for Bedroom furniture.
The key figures that characterise the Chair profile in South Africa.
63.8% are female, 36.2% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 63.8% |
| Male | 36.2% |
| Average age | 40.4 |
| Estimated audience size | 1,534,129 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 17% | |
| 50+ | 24% |
of the worldwide Chair audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 16.8% |
| Japan | 7.3% |
| United Kingdom | 5.2% |
The strongest cross-interests of the Chair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden furniture | Home & Garden | 2.60× | ||
| 02 | Bedroom furniture | Home & Garden | 2.51× | ||
| 03 | Microwave oven | Home & Garden | 2.05× | ||
| 04 | Hostel | Travel & Leisure | 1.97× | ||
| 05 | Birkenstock | Fashion & Accessoires | 1.94× | ||
| 06 | Pressure cooking | Home & Garden | 1.91× | ||
| 07 | Kitchenware | Home & Garden | 1.83× | ||
| 08 | Department store | Shopping | 1.83× | ||
| 09 | Dishwasher | Home & Garden | 1.78× | ||
| 10 | High-net-worth individual | Business & Career | 1.70× | ||
| 11 | Boutique hotel | Travel & Leisure | 1.68× | ||
| 12 | Efficient energy use | Technology & Electronics | 1.65× | ||
| 13 | First-time buyer | Shopping | 1.64× | ||
| 14 | Day spa | Beauty & Wellness | 1.63× | ||
| 15 | Renovation | Home & Garden | 1.62× | ||
| 16 | Hardware store | Home & Garden | 1.59× | ||
| 17 | Innovation | Business & Career | 1.56× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.55× | ||
| 19 | Airbnb | Travel & Leisure | 1.53× | ||
| 20 | Business class | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.71× | |
| Quality Awareness | PREMIUM | 1.64× | |
| Design Affinity | PREMIUM | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.72× | |
| Social Media Usage | JOY | 0.78× | |
| Need for Security | CONSERVATISM | 0.79× |
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 Chair. 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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