A data profile of the people who buy, follow and care about Humanities in South Africa — modelled from more than twelve digital signal sources. Humanities has an estimated audience of 928,222 people in South Africa.
Humanities has an estimated audience of 928,222 people in South Africa. 53.3% are female, 46.7% are male, average age 36.8. Top brand affinities: Nightlife, Fast casual restaurants, Online food ordering, Puma, Pet store.
Top brand affinities include Nightlife, Fast casual restaurants, Online food ordering, with strongest over-indexing on Nightlife (1.86× the country average).
Demographically, the Humanities audience skews balanced with an average age of 36.8, and over-indexes on personality traits such as Sustainability, Pet Ownership.
The typical Humanities fan in South Africa is balanced, around 36.8 years old, with strong Sustainability tendencies and a notable affinity for Nightlife.
The key figures that characterise the Humanities profile in South Africa.
53.3% are female, 46.7% are male, average age 36.8.
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 36.8 |
| Estimated audience size | 928,222 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 22% | |
| 30-39 | 18% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Humanities audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 22.5% |
| Italy | 5.9% |
| Brazil | 5.2% |
The strongest cross-interests of the Humanities audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.51× | ||
| 02 | Daniel Wellington | Fashion & Accessoires | 2.37× | ||
| 03 | Tom Hardy | Movies & TV | 2.02× | ||
| 04 | Buddhism | Health | 1.98× | ||
| 05 | Anne Hathaway | Movies & TV | 1.94× | ||
| 06 | Nightlife | Arts & Culture | 1.86× | ||
| 07 | Art exhibition | Arts & Culture | 1.76× | ||
| 08 | Bologna F.C. 1909 | Sports | 1.74× | ||
| 09 | Hinduism | Politics & Society | 1.71× | ||
| 10 | Museum | Arts & Culture | 1.65× | ||
| 11 | Pet store | Pets & Animals | 1.63× | ||
| 12 | Online food ordering | Food & Beverages | 1.62× | ||
| 13 | Handmade jewelry | Fashion & Accessoires | 1.62× | ||
| 14 | Single malt whisky | Food & Beverages | 1.61× | ||
| 15 | Fast casual restaurants | Food & Beverages | 1.58× | ||
| 16 | Puma | Fashion & Accessoires | 1.56× | ||
| 17 | Under Armour | Fashion & Accessoires | 1.54× | ||
| 18 | Strategy games | Games | 1.53× | ||
| 19 | Eyewear | Fashion & Accessoires | 1.51× | ||
| 20 | Contemporary art | Arts & Culture | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.36× | |
| Pet Ownership | JOY | 1.29× | |
| Design Affinity | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.50× | |
| Social Media Usage | JOY | 0.76× | |
| Creativity | OPEN | 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 Humanities. 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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