A data profile of the people who buy, follow and care about Home improvement in South Africa — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 2,872,208 people in South Africa.
Home improvement has an estimated audience of 2,872,208 people in South Africa. 56.3% are female, 43.7% are male, average age 39.1. Top brand affinities: Home décor products, Sofa bed, Skilled worker, Kick start, Marco Rubio.
Top brand affinities include Home décor products, Sofa bed, Skilled worker, with strongest over-indexing on Home décor products (1.88× the country average).
Demographically, the Home improvement audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Spirituality, Healthy Lifestyle.
The typical Home improvement fan in South Africa is more female, around 39.1 years old, with strong Spirituality tendencies and a notable affinity for Home décor products.
The key figures that characterise the Home improvement profile in South Africa.
56.3% are female, 43.7% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 56.3% |
| Male | 43.7% |
| Average age | 39.1 |
| Estimated audience size | 2,872,208 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 22% |
of the worldwide Home improvement audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home décor products | Home & Garden | 1.88× | ||
| 02 | Chennai Express | Movies & TV | 1.81× | ||
| 03 | Circular saw | Home & Garden | 1.70× | ||
| 04 | Longchamp | Fashion & Accessoires | 1.68× | ||
| 05 | Rangoli | Travel & Leisure | 1.67× | ||
| 06 | Tunisian crochet | Home & Garden | 1.66× | ||
| 07 | Kick start | Cars & Mobility | 1.64× | ||
| 08 | Marco Rubio | Politics & Society | 1.62× | ||
| 09 | Grout | Home & Garden | 1.61× | ||
| 10 | The Family Handyman | Home & Garden | 1.60× | ||
| 11 | Semi-detached | Home & Garden | 1.58× | ||
| 12 | Sofa bed | Home & Garden | 1.57× | ||
| 13 | Jim Courier | Sports | 1.57× | ||
| 14 | Double-take (comedy) | Movies & TV | 1.56× | ||
| 15 | Color printing | Technology & Electronics | 1.56× | ||
| 16 | Hacker (computer security) | Technology & Electronics | 1.55× | ||
| 17 | Skilled worker | Business & Career | 1.54× | ||
| 18 | SD Compostela | Sports | 1.54× | ||
| 19 | Northern Tool | Shopping | 1.53× | ||
| 20 | Potting soil | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.00× | |
| Healthy Lifestyle | BALANCE | 0.79× | |
| Travelling | THRILL | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.68× | |
| Social Media Usage | JOY | 0.74× | |
| Travelling | THRILL | 0.76× |
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 Home improvement. 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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