A data profile of the people who buy, follow and care about Home repair in South Africa — modelled from more than twelve digital signal sources. Home repair has an estimated audience of 1,180,873 people in South Africa.
Home repair has an estimated audience of 1,180,873 people in South Africa. 51.7% are female, 48.3% are male, average age 41.1. Top brand affinities: Bedroom furniture, First-time buyer, Renovation, Business class, High-net-worth individual.
Top brand affinities include Bedroom furniture, First-time buyer, Renovation, with strongest over-indexing on Bedroom furniture (4.1× the country average).
Demographically, the Home repair audience skews balanced with an average age of 41.1, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.
The typical Home repair fan in South Africa is balanced, around 41.1 years old, with strong Design Affinity tendencies and a notable affinity for Bedroom furniture.
The key figures that characterise the Home repair profile in South Africa.
51.7% are female, 48.3% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 51.7% |
| Male | 48.3% |
| Average age | 41.1 |
| Estimated audience size | 1,180,873 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 17% | |
| 50+ | 25% |
of the worldwide Home repair audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 9.2% |
| China | 5.1% |
The strongest cross-interests of the Home repair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Single-family detached home | Home & Garden | 5.23× | ||
| 02 | Bedroom furniture | Home & Garden | 4.10× | ||
| 03 | First-time buyer | Shopping | 3.72× | ||
| 04 | High-net-worth individual | Business & Career | 3.18× | ||
| 05 | Business class | Travel & Leisure | 3.13× | ||
| 06 | Puma | Fashion & Accessoires | 2.77× | ||
| 07 | Online food ordering | Food & Beverages | 2.75× | ||
| 08 | Renovation | Home & Garden | 2.65× | ||
| 09 | Luxury real estate | Business & Career | 2.65× | ||
| 10 | Fast casual restaurants | Food & Beverages | 2.58× | ||
| 11 | Local food | Food & Beverages | 2.42× | ||
| 12 | Nightlife | Arts & Culture | 2.26× | ||
| 13 | Smart device | Technology & Electronics | 2.18× | ||
| 14 | Kitchenware | Home & Garden | 2.10× | ||
| 15 | Family car | Cars & Mobility | 2.07× | ||
| 16 | Anti-aging cream | Beauty & Wellness | 1.98× | ||
| 17 | City car | Cars & Mobility | 1.96× | ||
| 18 | Retail banking | Business & Career | 1.85× | ||
| 19 | Nike | Fashion & Accessoires | 1.61× | ||
| 20 | Airbnb | Travel & Leisure | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.56× | |
| Luxury Orientation | PREMIUM | 2.49× | |
| Quality Awareness | PREMIUM | 2.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.52× | |
| Tradition | CONSERVATISM | 0.60× | |
| Spirituality | BALANCE | 0.74× |
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 repair. 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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