A data profile of the people who buy, follow and care about Do it yourself (DIY) in South Africa — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 2,678,026 people in South Africa.
Do it yourself (DIY) has an estimated audience of 2,678,026 people in South Africa. 55.1% are female, 44.9% are male, average age 39.1. Top brand affinities: Huisgenoot, Origami, Blended learning, Purchase discount, Camcorders.
Top brand affinities include Huisgenoot, Origami, Blended learning, with strongest over-indexing on Huisgenoot (1.63× the country average).
Demographically, the Do it yourself (DIY) audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
The typical Do it yourself (DIY) fan in South Africa is more female, around 39.1 years old, with strong Patriotism tendencies and a notable affinity for Huisgenoot.
The key figures that characterise the Do it yourself (DIY) profile in South Africa.
55.1% are female, 44.9% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 39.1 |
| Estimated audience size | 2,678,026 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 23% |
of the worldwide Do it yourself (DIY) audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Blended learning | Business & Career | 5.53× | ||
| 02 | Child development stages | Kids & Family | 4.70× | ||
| 03 | Air cooling | Technology & Electronics | 4.61× | ||
| 04 | Paper craft | Kids & Family | 4.07× | ||
| 05 | Origami | Kids & Family | 3.56× | ||
| 06 | Handmade Crafts | Kids & Family | 2.44× | ||
| 07 | Public auction | Shopping | 2.17× | ||
| 08 | Digital printing | Arts & Culture | 2.07× | ||
| 09 | Animal feed | Pets & Animals | 2.03× | ||
| 10 | Beeld | News | 1.91× | ||
| 11 | Camcorders | Technology & Electronics | 1.85× | ||
| 12 | Saving | Business & Career | 1.72× | ||
| 13 | Landman (oil worker) | Topic | 1.69× | ||
| 14 | Huisgenoot | News | 1.63× | ||
| 15 | Stranger Things | Movies & TV | 1.62× | ||
| 16 | Purchase discount | Shopping | 1.59× | ||
| 17 | Projectors | Technology & Electronics | 1.56× | ||
| 18 | Delivery order | Food & Beverages | 1.53× | ||
| 19 | Audio equipment | Technology & Electronics | 1.52× | ||
| 20 | Portable media players | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.92× | |
| Healthy Lifestyle | BALANCE | 0.81× | |
| Spirituality | BALANCE | 0.79× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.44× | |
| Social Media Usage | JOY | 0.58× | |
| Spirituality | BALANCE | 0.79× |
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 Do it yourself (DIY). 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.