A data profile of the people who buy, follow and care about Ethics in South Africa — modelled from more than twelve digital signal sources. Ethics has an estimated audience of 1,305,235 people in South Africa.
Ethics has an estimated audience of 1,305,235 people in South Africa. 55.5% are female, 44.5% are male, average age 36.1. Top brand affinities: Buddhism, Social shopping, Emma Watson, Gwyneth Paltrow, Alanis Morissette.
Top brand affinities include Buddhism, Social shopping, Emma Watson, with strongest over-indexing on Buddhism (1.59× the country average).
Demographically, the Ethics audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Indulgence, Sustainability.
The typical Ethics fan in South Africa is more female, around 36.1 years old, with strong Indulgence tendencies and a notable affinity for Buddhism.
The key figures that characterise the Ethics profile in South Africa.
55.5% are female, 44.5% are male, average age 36.1.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 36.1 |
| Estimated audience size | 1,305,235 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 22% | |
| 30-39 | 17% | |
| 40-49 | 12% | |
| 50+ | 20% |
of the worldwide Ethics audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.2% |
| United Kingdom | 4.7% |
The strongest cross-interests of the Ethics audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Social shopping | Shopping | 1.73× | ||
| 02 | Criticism of religion | Politics & Society | 1.71× | ||
| 03 | Deliveroo | Food & Beverages | 1.65× | ||
| 04 | AmazonFresh | Shopping | 1.63× | ||
| 05 | Buddhism | Health | 1.59× | ||
| 06 | Alanis Morissette | Music & Radio | 1.59× | ||
| 07 | Giveaways | Shopping | 1.58× | ||
| 08 | Deutsche Welle | Music & Radio | 1.57× | ||
| 09 | Gwyneth Paltrow | Movies & TV | 1.54× | ||
| 10 | Emma Watson | Movies & TV | 1.51× | ||
| 11 | Jean-Michel Jarre | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.24× | |
| Sustainability | BALANCE | 1.15× | |
| Pet Ownership | JOY | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.61× | |
| Social Media Usage | JOY | 0.81× | |
| Risk Appetite | THRILL | 0.85× |
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 Ethics. 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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