A data profile of the people who buy, follow and care about FNB in South Africa — modelled from more than twelve digital signal sources. FNB has an estimated audience of 5,282,178 people in South Africa.
FNB has an estimated audience of 5,282,178 people in South Africa. 43.9% are female, 56.1% are male, average age 39.1. Top brand affinities: LinkedIn, Fast food, Local food, First-time buyer, Fast casual restaurants.
Top brand affinities include LinkedIn, Fast food, Local food, with strongest over-indexing on LinkedIn (1.61× the country average).
Demographically, the FNB audience skews more male with an average age of 39.1, and over-indexes on personality traits such as Quality Awareness, Early Adopter Mentality.
The typical FNB fan in South Africa is more male, around 39.1 years old, with strong Quality Awareness tendencies and a notable affinity for LinkedIn.
The key figures that characterise the FNB profile in South Africa.
43.9% are female, 56.1% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 43.9% |
| Male | 56.1% |
| Average age | 39.1 |
| Estimated audience size | 5,282,178 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 26% | |
| 30-39 | 19% | |
| 40-49 | 14% | |
| 50+ | 24% |
of the worldwide FNB audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 86.3% |
| United States | 8.5% |
| Indonesia | 1.5% |
The strongest cross-interests of the FNB audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Millie Bobby Brown | Movies & TV | 2.63× | ||
| 02 | Puma | Fashion & Accessoires | 2.09× | ||
| 03 | Online food ordering | Food & Beverages | 2.08× | ||
| 04 | Smart device | Technology & Electronics | 2.02× | ||
| 05 | Projectors | Technology & Electronics | 2.02× | ||
| 06 | First-time buyer | Shopping | 1.95× | ||
| 07 | Business class | Travel & Leisure | 1.86× | ||
| 08 | Fast casual restaurants | Food & Beverages | 1.83× | ||
| 09 | Bedroom furniture | Home & Garden | 1.79× | ||
| 10 | Convenience store | Food & Beverages | 1.78× | ||
| 11 | Local food | Food & Beverages | 1.75× | ||
| 12 | Snapchat | Internet & Social Media | 1.72× | ||
| 13 | Pet store | Pets & Animals | 1.72× | ||
| 14 | High-net-worth individual | Business & Career | 1.69× | ||
| 15 | Fast food | Food & Beverages | 1.67× | ||
| 16 | Internet & Social Media | 1.61× | |||
| 17 | Family car | Cars & Mobility | 1.61× | ||
| 18 | Retail banking | Business & Career | 1.61× | ||
| 19 | Nightlife | Arts & Culture | 1.61× | ||
| 20 | City car | Cars & Mobility | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.43× | |
| Early Adopter Mentality | POWER | 1.39× | |
| Luxury Orientation | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.84× | |
| Creativity | OPEN | 0.86× | |
| Tradition | CONSERVATISM | 0.87× |
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 FNB. 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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