A data profile of the people who buy, follow and care about Edgars in South Africa — modelled from more than twelve digital signal sources. Edgars has an estimated audience of 1,348,378 people in South Africa.
Edgars has an estimated audience of 1,348,378 people in South Africa. 74.9% are female, 25.1% are male, average age 33.4. Top brand affinities: Puma, Detective fiction, Fast food, Local food, Nike.
Top brand affinities include Puma, Detective fiction, Fast food, with strongest over-indexing on Puma (3.52× the country average).
Demographically, the Edgars audience skews more female with an average age of 33.4, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
The typical Edgars fan in South Africa is more female, around 33.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Puma.
The key figures that characterise the Edgars profile in South Africa.
74.9% are female, 25.1% are male, average age 33.4.
| Metric | Value |
|---|---|
| Female | 74.9% |
| Male | 25.1% |
| Average age | 33.4 |
| Estimated audience size | 1,348,378 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 31% | |
| 30-39 | 18% | |
| 40-49 | 9% | |
| 50+ | 12% |
of the worldwide Edgars audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 27.5% |
| United States | 20.7% |
| China | 4.9% |
The strongest cross-interests of the Edgars audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Detective fiction | Literature | 6.03× | ||
| 02 | BB cream | Beauty & Wellness | 5.50× | ||
| 03 | Jessica Alba | Movies & TV | 5.16× | ||
| 04 | Levi Strauss & Co. | Fashion & Accessoires | 3.95× | ||
| 05 | Puma | Fashion & Accessoires | 3.52× | ||
| 06 | High-net-worth individual | Business & Career | 3.11× | ||
| 07 | Online food ordering | Food & Beverages | 2.91× | ||
| 08 | Bedroom furniture | Home & Garden | 2.56× | ||
| 09 | Local food | Food & Beverages | 2.52× | ||
| 10 | Business class | Travel & Leisure | 2.49× | ||
| 11 | Fast casual restaurants | Food & Beverages | 2.47× | ||
| 12 | First-time buyer | Shopping | 2.32× | ||
| 13 | Anti-aging cream | Beauty & Wellness | 2.32× | ||
| 14 | City car | Cars & Mobility | 2.15× | ||
| 15 | Fast food | Food & Beverages | 2.01× | ||
| 16 | Family car | Cars & Mobility | 1.97× | ||
| 17 | Nike | Fashion & Accessoires | 1.92× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.86× | ||
| 19 | Discount stores | Shopping | 1.58× | ||
| 20 | Internet & Social Media | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.87× | |
| Design Affinity | PREMIUM | 1.74× | |
| Indulgence | JOY | 1.68× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.57× | |
| Risk Appetite | THRILL | 0.75× | |
| Spirituality | BALANCE | 0.87× |
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 Edgars. 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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