A data profile of the people who buy, follow and care about Electronic publishing in South Africa — modelled from more than twelve digital signal sources. Electronic publishing has an estimated audience of 1,057,354 people in South Africa.
Electronic publishing has an estimated audience of 1,057,354 people in South Africa. 51.2% are female, 48.8% are male, average age 37.5. Top brand affinities: Online newspaper, Innovation, Hostel, Emirates, Tom Hardy.
Top brand affinities include Online newspaper, Innovation, Hostel, with strongest over-indexing on Online newspaper (2.58× the country average).
Demographically, the Electronic publishing audience skews balanced with an average age of 37.5, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Electronic publishing fan in South Africa is balanced, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Online newspaper.
The key figures that characterise the Electronic publishing profile in South Africa.
51.2% are female, 48.8% are male, average age 37.5.
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 37.5 |
| Estimated audience size | 1,057,354 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 13% | |
| 50+ | 21% |
of the worldwide Electronic publishing audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.7% |
| Brazil | 5.5% |
| India | 5.5% |
The strongest cross-interests of the Electronic publishing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Emma Watson | Movies & TV | 2.87× | ||
| 02 | Tom Hardy | Movies & TV | 2.82× | ||
| 03 | Malt whisky | Food & Beverages | 2.80× | ||
| 04 | Online newspaper | News | 2.58× | ||
| 05 | Sandra Bullock | Movies & TV | 2.48× | ||
| 06 | Buddhism | Health | 2.35× | ||
| 07 | Hostel | Travel & Leisure | 2.33× | ||
| 08 | Birkenstock | Fashion & Accessoires | 2.11× | ||
| 09 | Prosecco | Food & Beverages | 2.10× | ||
| 10 | Zoo | Kids & Family | 1.99× | ||
| 11 | Dow Jones Industrial Average | Business & Career | 1.91× | ||
| 12 | British Airways | Travel & Leisure | 1.87× | ||
| 13 | Mineral water | Food & Beverages | 1.84× | ||
| 14 | Single malt whisky | Food & Beverages | 1.82× | ||
| 15 | Innovation | Business & Career | 1.75× | ||
| 16 | Emirates | Travel & Leisure | 1.71× | ||
| 17 | Sustainable energy | Home & Garden | 1.62× | ||
| 18 | Non-alcoholic beverage | Food & Beverages | 1.61× | ||
| 19 | Department store | Shopping | 1.53× | ||
| 20 | Apple TV | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.47× | |
| Career Orientation | POWER | 1.34× | |
| Sustainability | BALANCE | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.51× | |
| Social Media Usage | JOY | 0.68× | |
| Risk Appetite | THRILL | 0.72× |
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 Electronic publishing. 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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