A data profile of the people who buy, follow and care about Driving in South Africa — modelled from more than twelve digital signal sources. Driving has an estimated audience of 1,712,747 people in South Africa.
Driving has an estimated audience of 1,712,747 people in South Africa. 41.4% are female, 58.6% are male, average age 37.3. Top brand affinities: Family car, Used car, City car, Hatchback, Car rentals.
Top brand affinities include Family car, Used car, City car, with strongest over-indexing on Family car (2.5× the country average).
Demographically, the Driving audience skews more male with an average age of 37.3, and over-indexes on personality traits such as Family Orientation, Early Adopter Mentality.
The typical Driving fan in South Africa is more male, around 37.3 years old, with strong Family Orientation tendencies and a notable affinity for Family car.
The key figures that characterise the Driving profile in South Africa.
41.4% are female, 58.6% are male, average age 37.3.
| Metric | Value |
|---|---|
| Female | 41.4% |
| Male | 58.6% |
| Average age | 37.3 |
| Estimated audience size | 1,712,747 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Driving audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 5.3% |
| United Kingdom | 5.2% |
The strongest cross-interests of the Driving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Škoda Auto | Cars & Mobility | 3.61× | ||
| 02 | Carcare | Cars & Mobility | 2.68× | ||
| 03 | Family car | Cars & Mobility | 2.50× | ||
| 04 | Peugeot | Cars & Mobility | 2.50× | ||
| 05 | City car | Cars & Mobility | 2.40× | ||
| 06 | Volkswagen Tiguan | Cars & Mobility | 2.39× | ||
| 07 | Full-size car | Cars & Mobility | 2.38× | ||
| 08 | BMW X5 | Cars & Mobility | 2.36× | ||
| 09 | Opel | Cars & Mobility | 2.34× | ||
| 10 | Max Verstappen | Sports | 2.17× | ||
| 11 | Honda | Cars & Mobility | 2.03× | ||
| 12 | Suzuki | Cars & Mobility | 1.95× | ||
| 13 | Range Rover | Cars & Mobility | 1.89× | ||
| 14 | Land Rover | Cars & Mobility | 1.82× | ||
| 15 | Hatchback | Cars & Mobility | 1.73× | ||
| 16 | Sedan (automobile) | Cars & Mobility | 1.69× | ||
| 17 | Toyota Hilux | Cars & Mobility | 1.67× | ||
| 18 | Used car | Cars & Mobility | 1.65× | ||
| 19 | Porsche | Cars & Mobility | 1.58× | ||
| 20 | Car rentals | Cars & Mobility | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.32× | |
| Early Adopter Mentality | POWER | 1.28× | |
| Career Orientation | POWER | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.71× | |
| Tradition | CONSERVATISM | 0.71× | |
| Social Media Usage | JOY | 0.75× |
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 Driving. 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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