A data profile of the people who buy, follow and care about Durban in South Africa — modelled from more than twelve digital signal sources. Durban has an estimated audience of 2,247,526 people in South Africa.
Durban has an estimated audience of 2,247,526 people in South Africa. 59.1% are female, 40.9% are male, average age 36.1. Top brand affinities: Opel Mokka, Buick, Stevia, Online pharmacy, Opel Adam.
Top brand affinities include Opel Mokka, Buick, Stevia, with strongest over-indexing on Opel Mokka (1.51× the country average).
Demographically, the Durban audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Indulgence, Travelling.
The typical Durban fan in South Africa is more female, around 36.1 years old, with strong Indulgence tendencies and a notable affinity for Opel Mokka.
The key figures that characterise the Durban profile in South Africa.
59.1% are female, 40.9% are male, average age 36.1.
| Metric | Value |
|---|---|
| Female | 59.1% |
| Male | 40.9% |
| Average age | 36.1 |
| Estimated audience size | 2,247,526 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 27% | |
| 30-39 | 18% | |
| 40-49 | 12% | |
| 50+ | 18% |
of the worldwide Durban audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 37.4% |
| Zambia | 9.8% |
| United States | 7.0% |
The strongest cross-interests of the Durban audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mercedes-Benz CL-Class | Cars & Mobility | 1.70× | ||
| 02 | Opel Insignia | Cars & Mobility | 1.68× | ||
| 03 | Buick | Cars & Mobility | 1.64× | ||
| 04 | Online pharmacy | Health | 1.61× | ||
| 05 | Opel Adam | Cars & Mobility | 1.56× | ||
| 06 | Schnapps | Food & Beverages | 1.55× | ||
| 07 | Stevia | Food & Beverages | 1.53× | ||
| 08 | Opel Mokka | Cars & Mobility | 1.51× | ||
| 09 | Mercedes-Benz CLK-Class | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.42× | |
| Travelling | THRILL | 1.13× | |
| Quality Awareness | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.88× | |
| Mindfulness | BALANCE | 0.90× | |
| Risk Appetite | THRILL | 0.90× |
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 Durban. 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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