A data profile of the people who buy, follow and care about Data in South Africa — modelled from more than twelve digital signal sources. Data has an estimated audience of 1,091,676 people in South Africa.
Data has an estimated audience of 1,091,676 people in South Africa. 50.4% are female, 49.6% are male, average age 37.1. Top brand affinities: Cloud computing, Internet service provider, Mobile payment, Data science, The Sims.
Top brand affinities include Cloud computing, Internet service provider, Mobile payment, with strongest over-indexing on Cloud computing (1.85× the country average).
Demographically, the Data audience skews balanced with an average age of 37.1, and over-indexes on personality traits such as Career Orientation, Individualism.
The typical Data fan in South Africa is balanced, around 37.1 years old, with strong Career Orientation tendencies and a notable affinity for Cloud computing.
The key figures that characterise the Data profile in South Africa.
50.4% are female, 49.6% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 37.1 |
| Estimated audience size | 1,091,676 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 19% |
of the worldwide Data audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 19.8% |
| India | 6.5% |
| United Kingdom | 4.6% |
The strongest cross-interests of the Data audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Deep learning | Technology & Electronics | 2.31× | ||
| 02 | Data science | Business & Career | 2.30× | ||
| 03 | Microsoft Azure | Technology & Electronics | 2.22× | ||
| 04 | The Sims | Games | 2.05× | ||
| 05 | Dashcam | Cars & Mobility | 1.94× | ||
| 06 | Amazon Web Services | Technology & Electronics | 1.92× | ||
| 07 | Cloud computing | Technology & Electronics | 1.85× | ||
| 08 | X-Men | Movies & TV | 1.78× | ||
| 09 | Block chain (database) | Technology & Electronics | 1.76× | ||
| 10 | Information privacy | Technology & Electronics | 1.73× | ||
| 11 | Battery charger | Home & Garden | 1.63× | ||
| 12 | Toulouse FC | Sports | 1.63× | ||
| 13 | Derivative (finance) | Business & Career | 1.59× | ||
| 14 | Massive open online course | Business & Career | 1.57× | ||
| 15 | Lenovo | Technology & Electronics | 1.55× | ||
| 16 | Hotspot (Wi-Fi) | Technology & Electronics | 1.55× | ||
| 17 | Robotics | Technology & Electronics | 1.54× | ||
| 18 | Internet service provider | Technology & Electronics | 1.51× | ||
| 19 | Malaysia Airlines | Travel & Leisure | 1.51× | ||
| 20 | Mobile payment | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.24× | |
| Individualism | JOY | 1.11× | |
| Indulgence | JOY | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.66× | |
| Luxury Orientation | PREMIUM | 0.73× | |
| Mindfulness | BALANCE | 0.74× |
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 Data. 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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