A data profile of the people who buy, follow and care about Gmail in South Africa — modelled from more than twelve digital signal sources. Gmail has an estimated audience of 5,593,218 people in South Africa.
Gmail has an estimated audience of 5,593,218 people in South Africa. 51.4% are female, 48.6% are male, average age 40.7. Top brand affinities: BMW 6 Series, BMW 7 Series, Nissan Juke, Škoda Auto, BMW 4 Series.
Top brand affinities include BMW 6 Series, BMW 7 Series, Nissan Juke, with strongest over-indexing on BMW 6 Series (18.86× the country average).
Demographically, the Gmail audience skews balanced with an average age of 40.7, and over-indexes on personality traits such as Sports Activity, Sustainability.
The typical Gmail fan in South Africa is balanced, around 40.7 years old, with strong Sports Activity tendencies and a notable affinity for BMW 6 Series.
The key figures that characterise the Gmail profile in South Africa.
51.4% are female, 48.6% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 40.7 |
| Estimated audience size | 5,593,218 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 21% | |
| 30-39 | 14% | |
| 40-49 | 16% | |
| 50+ | 30% |
of the worldwide Gmail audience comes from South Africa.
| Country | Share |
|---|---|
| China | 25.1% |
| United States | 6.5% |
| Venezuela | 2.2% |
The strongest cross-interests of the Gmail audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BMW 6 Series | Cars & Mobility | 18.86× | ||
| 02 | Miu Miu | Fashion & Accessoires | 18.86× | ||
| 03 | Citroën C4 | Cars & Mobility | 18.86× | ||
| 04 | Nissan Juke | Cars & Mobility | 16.43× | ||
| 05 | BMW 7 Series | Cars & Mobility | 13.99× | ||
| 06 | BMW 4 Series | Cars & Mobility | 13.85× | ||
| 07 | Toyota Aygo | Cars & Mobility | 12.98× | ||
| 08 | Mercedes-Benz GLA-Class | Cars & Mobility | 12.70× | ||
| 09 | Toyota C-HR | Cars & Mobility | 12.61× | ||
| 10 | Vehicle leasing | Cars & Mobility | 12.34× | ||
| 11 | Opel Mokka | Cars & Mobility | 12.18× | ||
| 12 | Coachella Valley Music and Arts Festival | Music & Radio | 11.50× | ||
| 13 | Škoda Auto | Cars & Mobility | 10.24× | ||
| 14 | Audi A8 | Cars & Mobility | 9.98× | ||
| 15 | Audi Q7 | Cars & Mobility | 8.78× | ||
| 16 | Mercedes-Benz S-Class | Cars & Mobility | 8.01× | ||
| 17 | Audi A6 | Cars & Mobility | 7.48× | ||
| 18 | BMW 5 Series | Cars & Mobility | 6.68× | ||
| 19 | Sarcasm | Politics & Society | 4.36× | ||
| 20 | Internet & Social Media | 1.92× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.46× | |
| Sustainability | BALANCE | 1.27× | |
| Career Orientation | POWER | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.71× | |
| Extroversion | THRILL | 0.74× | |
| Price Sensitivity | PREMIUM | 0.79× |
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 Gmail. 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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