A data profile of the people who buy, follow and care about First-time buyer in South Africa — modelled from more than twelve digital signal sources. First-time buyer has an estimated audience of 1,109,143 people in South Africa.
First-time buyer has an estimated audience of 1,109,143 people in South Africa. 52.8% are female, 47.2% are male, average age 41.4. Top brand affinities: Autotrader, Property finder, Starter home, Home construction, FNB.
Top brand affinities include Autotrader, Property finder, Starter home, with strongest over-indexing on Autotrader (2.9× the country average).
Demographically, the First-time buyer audience skews balanced with an average age of 41.4, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
The typical First-time buyer fan in South Africa is balanced, around 41.4 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Autotrader.
The key figures that characterise the First-time buyer profile in South Africa.
52.8% are female, 47.2% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 52.8% |
| Male | 47.2% |
| Average age | 41.4 |
| Estimated audience size | 1,109,143 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 26% | |
| 30-39 | 24% | |
| 40-49 | 17% | |
| 50+ | 25% |
of the worldwide First-time buyer audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.6% |
| United Kingdom | 7.5% |
| Japan | 4.9% |
The strongest cross-interests of the First-time buyer audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sofa bed | Home & Garden | 5.81× | ||
| 02 | First-time home buyer grant | Home & Garden | 5.49× | ||
| 03 | Property finder | Home & Garden | 5.39× | ||
| 04 | Starter home | Home & Garden | 4.77× | ||
| 05 | Home construction | Home & Garden | 4.20× | ||
| 06 | Bedroom furniture | Home & Garden | 3.97× | ||
| 07 | Home repair | Home & Garden | 3.72× | ||
| 08 | Purchase discount | Shopping | 3.68× | ||
| 09 | Luxury real estate | Business & Career | 3.67× | ||
| 10 | Business class | Travel & Leisure | 3.17× | ||
| 11 | Expensive Taste | Business & Career | 3.02× | ||
| 12 | Autotrader | Cars & Mobility | 2.90× | ||
| 13 | Renovation | Home & Garden | 2.82× | ||
| 14 | Local food | Food & Beverages | 2.78× | ||
| 15 | H.O.M.E. | Home & Garden | 2.57× | ||
| 16 | Mr. Price | Fashion & Accessoires | 2.01× | ||
| 17 | FNB | Business & Career | 1.95× | ||
| 18 | FIFA World Cup | Sports | 1.81× | ||
| 19 | TikTok | Internet & Social Media | 1.60× | ||
| 20 | Takealot | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 2.14× | |
| Patriotism | CONSERVATISM | 1.79× | |
| Spirituality | BALANCE | 1.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.70× | |
| Travelling | THRILL | 1.71× | |
| Spirituality | BALANCE | 1.77× |
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 First-time buyer. 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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