A data profile of the people who buy, follow and care about Fire in South Africa — modelled from more than twelve digital signal sources. Fire has an estimated audience of 940,542 people in South Africa.
Fire has an estimated audience of 940,542 people in South Africa. 63.9% are female, 36.1% are male, average age 39.3. Top brand affinities: Grilling, Microwave oven, Innovation, Street food, Sustainable energy.
Top brand affinities include Grilling, Microwave oven, Innovation, with strongest over-indexing on Grilling (1.55× the country average).
Demographically, the Fire audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
The typical Fire fan in South Africa is more female, around 39.3 years old, with strong Indulgence tendencies and a notable affinity for Grilling.
The key figures that characterise the Fire profile in South Africa.
63.9% are female, 36.1% are male, average age 39.3.
| Metric | Value |
|---|---|
| Female | 63.9% |
| Male | 36.1% |
| Average age | 39.3 |
| Estimated audience size | 940,542 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 24% |
of the worldwide Fire audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 29.9% |
| United Kingdom | 5.9% |
| India | 4.8% |
The strongest cross-interests of the Fire audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hostel | Travel & Leisure | 2.13× | ||
| 02 | Malt whisky | Food & Beverages | 2.03× | ||
| 03 | Birkenstock | Fashion & Accessoires | 1.98× | ||
| 04 | Prosecco | Food & Beverages | 1.90× | ||
| 05 | Mineral water | Food & Beverages | 1.85× | ||
| 06 | Street food | Food & Beverages | 1.81× | ||
| 07 | Zoo | Kids & Family | 1.81× | ||
| 08 | Microwave oven | Home & Garden | 1.79× | ||
| 09 | Garden centre | Home & Garden | 1.75× | ||
| 10 | Sustainable energy | Home & Garden | 1.62× | ||
| 11 | Garden furniture | Home & Garden | 1.62× | ||
| 12 | 3D printing | Technology & Electronics | 1.62× | ||
| 13 | Meghan Markle | Fashion & Accessoires | 1.58× | ||
| 14 | Grilling | Food & Beverages | 1.55× | ||
| 15 | Innovation | Business & Career | 1.55× | ||
| 16 | Fertilizer | Home & Garden | 1.54× | ||
| 17 | Department store | Shopping | 1.53× | ||
| 18 | Efficient energy use | Technology & Electronics | 1.52× | ||
| 19 | Home automation | Technology & Electronics | 1.52× | ||
| 20 | Single malt whisky | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.66× | |
| Convenience Orientation | PREMIUM | 1.43× | |
| Quality Awareness | PREMIUM | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.66× | |
| Need for Security | CONSERVATISM | 0.69× | |
| Social Media Usage | JOY | 0.73× |
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 Fire. 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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