A data profile of the people who buy, follow and care about Holiday in South Africa — modelled from more than twelve digital signal sources. Holiday has an estimated audience of 2,306,861 people in South Africa.
Holiday has an estimated audience of 2,306,861 people in South Africa. 56.6% are female, 43.4% are male, average age 39.1. Top brand affinities: Business class, Local food, Fast casual restaurants, First-time buyer, Puma.
Top brand affinities include Business class, Local food, Fast casual restaurants, with strongest over-indexing on Business class (1.98× the country average).
Demographically, the Holiday audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Luxury Orientation, Design Affinity.
The typical Holiday fan in South Africa is more female, around 39.1 years old, with strong Luxury Orientation tendencies and a notable affinity for Business class.
The key figures that characterise the Holiday profile in South Africa.
56.6% are female, 43.4% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 39.1 |
| Estimated audience size | 2,306,861 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 23% |
of the worldwide Holiday audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.3% |
| United Kingdom | 5.9% |
| Italy | 5.2% |
The strongest cross-interests of the Holiday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Daniel Wellington | Fashion & Accessoires | 2.20× | ||
| 02 | Business class | Travel & Leisure | 1.98× | ||
| 03 | Puma | Fashion & Accessoires | 1.75× | ||
| 04 | Online food ordering | Food & Beverages | 1.73× | ||
| 05 | Smoked meat | Food & Beverages | 1.73× | ||
| 06 | Ecotourism | Business & Career | 1.71× | ||
| 07 | Nightlife | Arts & Culture | 1.70× | ||
| 08 | Fast casual restaurants | Food & Beverages | 1.67× | ||
| 09 | Handmade jewelry | Fashion & Accessoires | 1.63× | ||
| 10 | Hostel | Travel & Leisure | 1.63× | ||
| 11 | Local food | Food & Beverages | 1.61× | ||
| 12 | Pet store | Pets & Animals | 1.61× | ||
| 13 | Michael Kors | Fashion & Accessoires | 1.61× | ||
| 14 | Organic farming | Food & Beverages | 1.60× | ||
| 15 | Bedroom furniture | Home & Garden | 1.57× | ||
| 16 | First-time buyer | Shopping | 1.54× | ||
| 17 | Under Armour | Fashion & Accessoires | 1.54× | ||
| 18 | Single malt whisky | Food & Beverages | 1.53× | ||
| 19 | Designer clothing | Fashion & Accessoires | 1.52× | ||
| 20 | Department store | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.52× | |
| Design Affinity | PREMIUM | 1.51× | |
| Quality Awareness | PREMIUM | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.59× | |
| Risk Appetite | THRILL | 0.79× | |
| Social Media Usage | JOY | 0.80× |
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 Holiday. 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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