Rascasse Audience Intelligence

East Africa Audience in South Africa

A data profile of the people who buy, follow and care about East Africa in South Africa — modelled from more than twelve digital signal sources. East Africa has an estimated audience of 4,409,665 people in South Africa.

#2among Region in South Africa
#14among POI in South Africa
#12in Travel & Leisure

East Africa has an estimated audience of 4,409,665 people in South Africa. 52.8% are female, 47.2% are male, average age 37.3.

Demographically, the East Africa audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Indulgence, Tradition.

Category: Travel & Leisure · Type: POI · Subtype: Region

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the East Africa profile in South Africa.

Audience size
4.4M
in South Africa
Gender
52.8%♀
47.2% male
Age
37.3
average years
Country rank
#74
POI in South Africa
Fig. 01

Search interest · 12-month trend

-28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of East Africa fans

52.8% are female, 47.2% are male, average age 37.3.

Fig. 02

Gender split

52.8%
Female
47.2%
Male
Demographic split for East Africa audience in South Africa
MetricValue
Female52.8%
Male47.2%
Average age37.3
Estimated audience size4,409,665
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the East Africa audience in South Africa
Age bracketShare%
16-1923%
20-2925%
30-3919%
40-4913%
50+20%
Fig. 04

Worldwide distribution

9.4%

of the worldwide East Africa audience comes from South Africa.

Worldwide audience distribution share by country for East Africa
CountryShare
United States11.2%
South Africa9.4%
France4.8%
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the East Africa audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by East Africa audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.13×
TraditionCONSERVATISM1.10×
IndividualismJOY1.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by East Africa audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.83×
Risk AppetiteTHRILL0.86×
Social Media UsageJOY0.88×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for East Africa. 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.

About this audience profile

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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