A data profile of the people who buy, follow and care about Instagram in South Africa — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 7,728,513 people in South Africa.
Instagram has an estimated audience of 7,728,513 people in South Africa. 52.3% are female, 47.7% are male, average age 36.1. Top brand affinities: Metropolitan Opera, Lincoln Center, Boston College, Multichannel retailing.
Top brand affinities include Metropolitan Opera, Lincoln Center, Boston College, with strongest over-indexing on Metropolitan Opera (1.53× the country average).
Demographically, the Instagram audience skews balanced with an average age of 36.1, and over-indexes on personality traits such as Spirituality, Travelling.
The typical Instagram fan in South Africa is balanced, around 36.1 years old, with strong Spirituality tendencies and a notable affinity for Metropolitan Opera.
The key figures that characterise the Instagram profile in South Africa.
52.3% are female, 47.7% are male, average age 36.1.
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 36.1 |
| Estimated audience size | 7,728,513 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 25% | |
| 30-39 | 18% | |
| 40-49 | 12% | |
| 50+ | 18% |
of the worldwide Instagram audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 11.2% |
| China | 4.2% |
| Japan | 2.8% |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Boston College | Business & Career | 1.54× | ||
| 02 | Metropolitan Opera | Arts & Culture | 1.53× | ||
| 03 | Lincoln Center | Arts & Culture | 1.53× | ||
| 04 | Multichannel retailing | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.69× | |
| Travelling | THRILL | 0.60× | |
| Patriotism | CONSERVATISM | 0.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.44× | |
| Healthy Lifestyle | BALANCE | 0.46× | |
| Patriotism | CONSERVATISM | 0.50× |
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 Instagram. 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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