A data profile of the people who buy, follow and care about Individual in South Africa — modelled from more than twelve digital signal sources. Individual has an estimated audience of 1,289,823 people in South Africa.
Individual has an estimated audience of 1,289,823 people in South Africa. 58.2% are female, 41.8% are male, average age 38.1. Top brand affinities: Business class, Activism, Online food ordering, Department store, Malt whisky.
Top brand affinities include Business class, Activism, Online food ordering, with strongest over-indexing on Business class (1.6× the country average).
Demographically, the Individual audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Sustainability, Indulgence.
The typical Individual fan in South Africa is more female, around 38.1 years old, with strong Sustainability tendencies and a notable affinity for Business class.
The key figures that characterise the Individual profile in South Africa.
58.2% are female, 41.8% are male, average age 38.1.
| Metric | Value |
|---|---|
| Female | 58.2% |
| Male | 41.8% |
| Average age | 38.1 |
| Estimated audience size | 1,289,823 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 14% | |
| 50+ | 21% |
of the worldwide Individual audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 29.5% |
| United Kingdom | 7.1% |
| India | 4.4% |
The strongest cross-interests of the Individual audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.72× | ||
| 02 | Skyscanner | Travel & Leisure | 2.65× | ||
| 03 | Emma Watson | Movies & TV | 2.56× | ||
| 04 | Buddhism | Health | 2.46× | ||
| 05 | Tom Hardy | Movies & TV | 2.23× | ||
| 06 | Hinduism | Politics & Society | 1.97× | ||
| 07 | romantic comedies | Movies & TV | 1.96× | ||
| 08 | Smoked meat | Food & Beverages | 1.89× | ||
| 09 | Hostel | Travel & Leisure | 1.85× | ||
| 10 | Birkenstock | Fashion & Accessoires | 1.83× | ||
| 11 | Prosecco | Food & Beverages | 1.77× | ||
| 12 | Department store | Shopping | 1.68× | ||
| 13 | Trivago | Travel & Leisure | 1.68× | ||
| 14 | Activism | Politics & Society | 1.66× | ||
| 15 | Dow Jones Industrial Average | Business & Career | 1.64× | ||
| 16 | Mobile banking | Business & Career | 1.62× | ||
| 17 | Business class | Travel & Leisure | 1.60× | ||
| 18 | Eyewear | Fashion & Accessoires | 1.58× | ||
| 19 | Single malt whisky | Food & Beverages | 1.56× | ||
| 20 | Online food ordering | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.42× | |
| Indulgence | JOY | 1.30× | |
| Price Sensitivity | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.45× | |
| Social Media Usage | JOY | 0.69× | |
| Urban Lifestyle | 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 Individual. 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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