A data profile of the people who buy, follow and care about Digital media in South Africa — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 1,662,384 people in South Africa.
Digital media has an estimated audience of 1,662,384 people in South Africa. 49.1% are female, 50.9% are male, average age 36.1. Top brand affinities: Dow Jones Industrial Average, Late-night talk show, Buddhism, Henry Cavill, Tom Hardy.
Top brand affinities include Dow Jones Industrial Average, Late-night talk show, Buddhism, with strongest over-indexing on Dow Jones Industrial Average (1.57× the country average).
Demographically, the Digital media audience skews balanced with an average age of 36.1, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.
The typical Digital media fan in South Africa is balanced, around 36.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Dow Jones Industrial Average.
The key figures that characterise the Digital media profile in South Africa.
49.1% are female, 50.9% are male, average age 36.1.
| Metric | Value |
|---|---|
| Female | 49.1% |
| Male | 50.9% |
| Average age | 36.1 |
| Estimated audience size | 1,662,384 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 12% | |
| 50+ | 18% |
of the worldwide Digital media audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Late-night talk show | Movies & TV | 1.82× | ||
| 02 | Emma Watson | Movies & TV | 1.78× | ||
| 03 | Subway | Food & Beverages | 1.77× | ||
| 04 | Massive open online course | Business & Career | 1.73× | ||
| 05 | Quadcopter | Technology & Electronics | 1.69× | ||
| 06 | Buddhism | Health | 1.67× | ||
| 07 | Malt whisky | Food & Beverages | 1.65× | ||
| 08 | Dota 2 | Games | 1.63× | ||
| 09 | Private equity | Business & Career | 1.60× | ||
| 10 | Tom Hardy | Movies & TV | 1.58× | ||
| 11 | Counter-Strike: Global Offensive | Games | 1.58× | ||
| 12 | Cannes Film Festival | Movies & TV | 1.58× | ||
| 13 | Torino F.C. | Sports | 1.58× | ||
| 14 | Dow Jones Industrial Average | Business & Career | 1.57× | ||
| 15 | Britpop | Music & Radio | 1.55× | ||
| 16 | Social shopping | Shopping | 1.54× | ||
| 17 | Henry Cavill | Movies & TV | 1.52× | ||
| 18 | Sandra Bullock | Movies & TV | 1.52× | ||
| 19 | Ryan Gosling | Movies & TV | 1.51× | ||
| 20 | Chris Pratt | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.40× | |
| Sustainability | BALANCE | 1.16× | |
| Indulgence | JOY | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.58× | |
| Social Media Usage | JOY | 0.77× | |
| Risk Appetite | THRILL | 0.81× |
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 Digital media. 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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