A data profile of the people who buy, follow and care about E-books in South Africa — modelled from more than twelve digital signal sources. E-books has an estimated audience of 911,122 people in South Africa.
E-books has an estimated audience of 911,122 people in South Africa. 53.7% are female, 46.3% are male, average age 38.1. Top brand affinities: Daily Maverick, Novel, Romance novels, Wattpad, Cancer awareness.
Top brand affinities include Daily Maverick, Novel, Romance novels, with strongest over-indexing on Daily Maverick (1.55× the country average).
Demographically, the E-books audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Spirituality, Travelling.
The typical E-books fan in South Africa is balanced, around 38.1 years old, with strong Spirituality tendencies and a notable affinity for Daily Maverick.
The key figures that characterise the E-books profile in South Africa.
53.7% are female, 46.3% are male, average age 38.1.
| Metric | Value |
|---|---|
| Female | 53.7% |
| Male | 46.3% |
| Average age | 38.1 |
| Estimated audience size | 911,122 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 14% | |
| 50+ | 22% |
of the worldwide E-books audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 19.9% |
| China | 6.0% |
| Japan | 5.9% |
The strongest cross-interests of the E-books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wattpad | Internet & Social Media | 3.14× | ||
| 02 | Web fiction | Literature | 2.32× | ||
| 03 | Novel | Literature | 1.84× | ||
| 04 | Digital Revolution | Business & Career | 1.81× | ||
| 05 | Cancer awareness | Health | 1.80× | ||
| 06 | Arthritis awareness | Health | 1.76× | ||
| 07 | Google Docs | Internet & Social Media | 1.73× | ||
| 08 | Cholesterol | Food & Beverages | 1.71× | ||
| 09 | Hydrogen peroxide | Beauty & Wellness | 1.68× | ||
| 10 | Benjamin Netanyahu | Politics & Society | 1.65× | ||
| 11 | Diabetes mellitus awareness | Health | 1.62× | ||
| 12 | Husband | Kids & Family | 1.58× | ||
| 13 | Creative writing | Business & Career | 1.58× | ||
| 14 | Tree house | Kids & Family | 1.57× | ||
| 15 | Daily Maverick | News | 1.55× | ||
| 16 | Web conferencing | Technology & Electronics | 1.55× | ||
| 17 | Romance novels | Literature | 1.54× | ||
| 18 | Clinical trial | Health | 1.54× | ||
| 19 | Stress (biology) | Health | 1.52× | ||
| 20 | Patient | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.90× | |
| Travelling | THRILL | 0.85× | |
| Social Media Usage | JOY | 0.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Healthy Lifestyle | BALANCE | 0.70× | |
| Social Media Usage | JOY | 0.77× |
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 E-books. 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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