Rascasse Audience Intelligence

H.O.M.E. Audience in South Africa

A data profile of the people who buy, follow and care about H.O.M.E. in South Africa — modelled from more than twelve digital signal sources. H.O.M.E. has an estimated audience of 1,560,513 people in South Africa.

#21among Website / Newspaper / Magazine in South Africa
#23in Home & Garden

H.O.M.E. has an estimated audience of 1,560,513 people in South Africa. 63.4% are female, 36.6% are male, average age 37.8. Top brand affinities: High-net-worth individual, Business class, Bedroom furniture, First-time buyer, Fast casual restaurants.

Top brand affinities include High-net-worth individual, Business class, Bedroom furniture, with strongest over-indexing on High-net-worth individual (3.81× the country average).

Demographically, the H.O.M.E. audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

The typical H.O.M.E. fan in South Africa is more female, around 37.8 years old, with strong Design Affinity tendencies and a notable affinity for High-net-worth individual.

Category: Home & Garden · Type: Website / Newspaper / Magazine

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the H.O.M.E. profile in South Africa.

Audience size
1.6M
in South Africa
Gender
63.4%♀
36.6% male
Age
37.8
average years
Country rank
#435
Website / Newspaper / Magazine in South Africa
Fig. 01

Search interest · 12-month trend

+23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of H.O.M.E.

63.4% are female, 36.6% are male, average age 37.8.

Fig. 02

Gender split

63.4%
Female
36.6%
Male
Demographic split for H.O.M.E. audience in South Africa
MetricValue
Female63.4%
Male36.6%
Average age37.8
Estimated audience size1,560,513
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the H.O.M.E. audience in South Africa
Age bracketShare%
16-1921%
20-2924%
30-3920%
40-4917%
50+19%
Fig. 04

Worldwide distribution

2.2%

of the worldwide H.O.M.E. audience comes from South Africa.

Worldwide audience distribution share by country for H.O.M.E.
CountryShare
United States39.0%
India12.2%
United Kingdom8.2%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the H.O.M.E. audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H.O.M.E. audience
#·InterestCategoryAffinity×
01Social shoppingShopping7.26×
02IKEAHome & Garden4.61×
03BB creamBeauty & Wellness4.20×
04High-net-worth individualBusiness & Career3.81×
05Art exhibitionArts & Culture3.04×
06Bedroom furnitureHome & Garden2.93×
07Business classTravel & Leisure2.89×
08Contemporary artArts & Culture2.88×
09First-time buyerShopping2.57×
10Online food orderingFood & Beverages2.50×
11Fast casual restaurantsFood & Beverages2.42×
12PumaFashion & Accessoires2.30×
13Organic farmingFood & Beverages2.21×
14Local foodFood & Beverages2.12×
15Luxury real estateBusiness & Career2.12×
16NightlifeArts & Culture2.09×
17Fine artBusiness & Career1.92×
18RenovationHome & Garden1.90×
19Family carCars & Mobility1.81×
20AirbnbTravel & Leisure1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H.O.M.E. audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by H.O.M.E. audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.93×
Luxury OrientationPREMIUM2.26×
Price SensitivityPREMIUM1.99×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H.O.M.E. audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.39×
TraditionCONSERVATISM0.63×
Social Media UsageJOY0.76×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for H.O.M.E.. 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.

About this audience profile

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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