A data profile of the people who buy, follow and care about Economy in South Africa — modelled from more than twelve digital signal sources. Economy has an estimated audience of 1,859,735 people in South Africa.
Economy has an estimated audience of 1,859,735 people in South Africa. 49.0% are female, 51.0% are male, average age 38.7. Top brand affinities: Innovation, Private equity, Derivative (finance), American Airlines, Block chain (database).
Top brand affinities include Innovation, Private equity, Derivative (finance), with strongest over-indexing on Innovation (1.54× the country average).
Demographically, the Economy audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Economy fan in South Africa is balanced, around 38.7 years old, with strong Indulgence tendencies and a notable affinity for Innovation.
The key figures that characterise the Economy profile in South Africa.
49.0% are female, 51.0% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 49.0% |
| Male | 51.0% |
| Average age | 38.7 |
| Estimated audience size | 1,859,735 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 14% | |
| 50+ | 23% |
of the worldwide Economy audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 19.4% |
| Brazil | 5.5% |
| Italy | 4.9% |
The strongest cross-interests of the Economy audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | American Airlines | Travel & Leisure | 1.78× | ||
| 02 | Amazon Echo | Technology & Electronics | 1.78× | ||
| 03 | Pfizer | Health | 1.68× | ||
| 04 | Schnapps | Food & Beverages | 1.65× | ||
| 05 | Private equity | Business & Career | 1.63× | ||
| 06 | Derivative (finance) | Business & Career | 1.63× | ||
| 07 | Expo 2020 | Travel & Leisure | 1.62× | ||
| 08 | Emigration | Politics & Society | 1.56× | ||
| 09 | Freedom of thought | Politics & Society | 1.56× | ||
| 10 | Innovation | Business & Career | 1.54× | ||
| 11 | Block chain (database) | Technology & Electronics | 1.51× | ||
| 12 | Hotel Ibis | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.28× | |
| Career Orientation | POWER | 1.24× | |
| Quality Awareness | PREMIUM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.80× | |
| Social Media Usage | JOY | 0.83× | |
| Extroversion | THRILL | 0.88× |
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 Economy. 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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