A data profile of the people who buy, follow and care about Daily Maverick in South Africa — modelled from more than twelve digital signal sources. Daily Maverick has an estimated audience of 1,473,534 people in South Africa.
Daily Maverick has an estimated audience of 1,473,534 people in South Africa. 41.9% are female, 58.1% are male, average age 46.0. Top brand affinities: Online newspaper, LinkedIn, Sustainable energy, Airbnb, Rugby World Cup.
Top brand affinities include Online newspaper, LinkedIn, Sustainable energy, with strongest over-indexing on Online newspaper (5.05× the country average).
Demographically, the Daily Maverick audience skews more male with an average age of 46.0, and over-indexes on personality traits such as Sustainability, Early Adopter Mentality.
The typical Daily Maverick fan in South Africa is more male, around 46.0 years old, with strong Sustainability tendencies and a notable affinity for Online newspaper.
The key figures that characterise the Daily Maverick profile in South Africa.
41.9% are female, 58.1% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 41.9% |
| Male | 58.1% |
| Average age | 46.0 |
| Estimated audience size | 1,473,534 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Daily Maverick audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 93.7% |
| United States | 1.7% |
| Germany | 1.3% |
The strongest cross-interests of the Daily Maverick audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online newspaper | News | 5.05× | ||
| 02 | The Economist | Business & Career | 3.93× | ||
| 03 | Sustainable energy | Home & Garden | 3.51× | ||
| 04 | CNN | Movies & TV | 2.66× | ||
| 05 | Tabloid (newspaper format) | Literature | 2.65× | ||
| 06 | Apple TV | Movies & TV | 2.42× | ||
| 07 | Ecotourism | Business & Career | 2.10× | ||
| 08 | Efficient energy use | Technology & Electronics | 2.06× | ||
| 09 | Innovation | Business & Career | 2.01× | ||
| 10 | Rugby World Cup | Sports | 1.97× | ||
| 11 | Renewable energy | Business & Career | 1.96× | ||
| 12 | Emirates | Travel & Leisure | 1.96× | ||
| 13 | Museum | Arts & Culture | 1.90× | ||
| 14 | Internet & Social Media | 1.72× | |||
| 15 | Airbnb | Travel & Leisure | 1.69× | ||
| 16 | Air travel | Travel & Leisure | 1.60× | ||
| 17 | Podcast | Music & Radio | 1.59× | ||
| 18 | Airline | Travel & Leisure | 1.56× | ||
| 19 | E-books | Literature | 1.55× | ||
| 20 | Nonprofit organization | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.40× | |
| Early Adopter Mentality | POWER | 2.22× | |
| Career Orientation | POWER | 1.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.51× | |
| Extroversion | THRILL | 0.67× | |
| Need for Security | CONSERVATISM | 0.71× |
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 Daily Maverick. 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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