A data profile of the people who buy, follow and care about Fatherhood in South Africa — modelled from more than twelve digital signal sources. Fatherhood has an estimated audience of 2,170,483 people in South Africa.
Fatherhood has an estimated audience of 2,170,483 people in South Africa. 61.0% are female, 39.0% are male, average age 37.8. Top brand affinities: Machine embroidery, Christmas decoration, Swaddling, Baileys Irish Cream, Lego Duplo.
Top brand affinities include Machine embroidery, Christmas decoration, Swaddling, with strongest over-indexing on Machine embroidery (1.52× the country average).
Demographically, the Fatherhood audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Indulgence, Pet Ownership.
The typical Fatherhood fan in South Africa is more female, around 37.8 years old, with strong Indulgence tendencies and a notable affinity for Machine embroidery.
The key figures that characterise the Fatherhood profile in South Africa.
61.0% are female, 39.0% are male, average age 37.8.
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 37.8 |
| Estimated audience size | 2,170,483 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Fatherhood audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 4.8% |
| Japan | 3.8% |
The strongest cross-interests of the Fatherhood audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Copa América | Sports | 1.99× | ||
| 02 | Swaddling | Kids & Family | 1.79× | ||
| 03 | Freedom of thought | Politics & Society | 1.65× | ||
| 04 | Blumenfans | Home & Garden | 1.61× | ||
| 05 | Braun (company) | Home & Garden | 1.60× | ||
| 06 | Food intolerance | Food & Beverages | 1.59× | ||
| 07 | Fisher-Price | Kids & Family | 1.55× | ||
| 08 | Machine embroidery | Home & Garden | 1.52× | ||
| 09 | Deutsche Welle | Music & Radio | 1.52× | ||
| 10 | Schnapps | Food & Beverages | 1.52× | ||
| 11 | Christmas decoration | Home & Garden | 1.51× | ||
| 12 | Baileys Irish Cream | Food & Beverages | 1.51× | ||
| 13 | Lego Duplo | Kids & Family | 1.51× | ||
| 14 | New England Revolution | Sports | 1.51× | ||
| 15 | Philippe Starck | Home & Garden | 1.51× | ||
| 16 | Expo 2020 | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.35× | |
| Pet Ownership | JOY | 1.20× | |
| Community Orientation | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.75× | |
| Risk Appetite | THRILL | 0.81× | |
| Social Media Usage | JOY | 0.86× |
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 Fatherhood. 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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