A data profile of the people who buy, follow and care about Creativity in South Africa — modelled from more than twelve digital signal sources. Creativity has an estimated audience of 1,596,536 people in South Africa.
Creativity has an estimated audience of 1,596,536 people in South Africa. 55.4% are female, 44.6% are male, average age 37.8. Top brand affinities: Art exhibition, Cannes Film Festival, Machine embroidery, Christmas decoration, Sustainable clothing.
Top brand affinities include Art exhibition, Cannes Film Festival, Machine embroidery, with strongest over-indexing on Art exhibition (1.54× the country average).
Demographically, the Creativity audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Design Affinity, Indulgence.
The typical Creativity fan in South Africa is more female, around 37.8 years old, with strong Design Affinity tendencies and a notable affinity for Art exhibition.
The key figures that characterise the Creativity profile in South Africa.
55.4% are female, 44.6% are male, average age 37.8.
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 37.8 |
| Estimated audience size | 1,596,536 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 14% | |
| 50+ | 21% |
of the worldwide Creativity audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 19.1% |
| Italy | 5.4% |
| Brazil | 5.0% |
The strongest cross-interests of the Creativity audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fan convention | Movies & TV | 1.70× | ||
| 02 | Banksy | Arts & Culture | 1.69× | ||
| 03 | The Avengers (2012 film) | Movies & TV | 1.68× | ||
| 04 | Sustainable clothing | Fashion & Accessoires | 1.62× | ||
| 05 | Los Angeles Angels of Anaheim | Sports | 1.59× | ||
| 06 | Cannes Film Festival | Movies & TV | 1.58× | ||
| 07 | Mario Kart | Games | 1.57× | ||
| 08 | Goth subculture | Fashion & Accessoires | 1.56× | ||
| 09 | Yves Rocher (company) | Beauty & Wellness | 1.55× | ||
| 10 | Art exhibition | Arts & Culture | 1.54× | ||
| 11 | Christmas decoration | Home & Garden | 1.54× | ||
| 12 | Better Call Saul | Movies & TV | 1.54× | ||
| 13 | Petite size | Fashion & Accessoires | 1.54× | ||
| 14 | Machine embroidery | Home & Garden | 1.53× | ||
| 15 | Kenzo | Fashion & Accessoires | 1.53× | ||
| 16 | Philippe Starck | Home & Garden | 1.53× | ||
| 17 | David Bowie | Music & Radio | 1.52× | ||
| 18 | james arthur | Music & Radio | 1.52× | ||
| 19 | Chiara Ferragni | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.26× | |
| Indulgence | JOY | 1.25× | |
| Extroversion | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.61× | |
| Social Media Usage | JOY | 0.81× | |
| Risk Appetite | THRILL | 0.84× |
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 Creativity. 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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