A data profile of the people who buy, follow and care about Diners in South Africa — modelled from more than twelve digital signal sources. Diners has an estimated audience of 1,132,876 people in South Africa.
Diners has an estimated audience of 1,132,876 people in South Africa. 60.5% are female, 39.5% are male, average age 37.7. Top brand affinities: Fast casual restaurants, Fast food, Local food, Online food ordering, Organic food.
Top brand affinities include Fast casual restaurants, Fast food, Local food, with strongest over-indexing on Fast casual restaurants (2.93× the country average).
Demographically, the Diners audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Indulgence, Pet Ownership.
The typical Diners fan in South Africa is more female, around 37.7 years old, with strong Indulgence tendencies and a notable affinity for Fast casual restaurants.
The key figures that characterise the Diners profile in South Africa.
60.5% are female, 39.5% are male, average age 37.7.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 37.7 |
| Estimated audience size | 1,132,876 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 27% | |
| 30-39 | 21% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Diners audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 12.0% |
| Japan | 9.0% |
| China | 8.2% |
The strongest cross-interests of the Diners audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fast casual restaurants | Food & Beverages | 2.93× | ||
| 02 | Smoked meat | Food & Beverages | 2.79× | ||
| 03 | Online food ordering | Food & Beverages | 2.42× | ||
| 04 | Prosecco | Food & Beverages | 2.40× | ||
| 05 | Hostel | Travel & Leisure | 2.02× | ||
| 06 | Local food | Food & Beverages | 1.94× | ||
| 07 | Street food | Food & Beverages | 1.79× | ||
| 08 | Organic farming | Food & Beverages | 1.77× | ||
| 09 | Ecotourism | Business & Career | 1.73× | ||
| 10 | Fast food | Food & Beverages | 1.71× | ||
| 11 | Pet store | Pets & Animals | 1.69× | ||
| 12 | Business class | Travel & Leisure | 1.67× | ||
| 13 | Cappuccino | Food & Beverages | 1.67× | ||
| 14 | Department store | Shopping | 1.64× | ||
| 15 | High-net-worth individual | Business & Career | 1.63× | ||
| 16 | Organic food | Food & Beverages | 1.59× | ||
| 17 | Puma | Fashion & Accessoires | 1.57× | ||
| 18 | Pet food | Pets & Animals | 1.56× | ||
| 19 | Theme parks | Travel & Leisure | 1.54× | ||
| 20 | Bedroom furniture | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.84× | |
| Pet Ownership | JOY | 1.56× | |
| Design Affinity | PREMIUM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.46× | |
| Social Media Usage | JOY | 0.71× | |
| Risk Appetite | THRILL | 0.72× |
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 Diners. 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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