A data profile of the people who buy, follow and care about Lakes in South Africa — modelled from more than twelve digital signal sources. Lakes has an estimated audience of 922,221 people in South Africa.
Lakes has an estimated audience of 922,221 people in South Africa. 50.1% are female, 49.9% are male, average age 40.0. Top brand affinities: Car rentals, Ecotourism, Airbnb, Theme parks, Air travel.
Top brand affinities include Car rentals, Ecotourism, Airbnb, with strongest over-indexing on Car rentals (1.97× the country average).
Demographically, the Lakes audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Sustainability, Indulgence.
The typical Lakes fan in South Africa is balanced, around 40.0 years old, with strong Sustainability tendencies and a notable affinity for Car rentals.
The key figures that characterise the Lakes profile in South Africa.
50.1% are female, 49.9% are male, average age 40.0.
| Metric | Value |
|---|---|
| Female | 50.1% |
| Male | 49.9% |
| Average age | 40.0 |
| Estimated audience size | 922,221 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 23% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 25% |
of the worldwide Lakes audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.0% |
| Japan | 9.6% |
| Italy | 5.2% |
The strongest cross-interests of the Lakes audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ecotourism | Business & Career | 3.15× | ||
| 02 | Motorboat | Cars & Mobility | 3.11× | ||
| 03 | Hostel | Travel & Leisure | 2.88× | ||
| 04 | Theme parks | Travel & Leisure | 2.40× | ||
| 05 | British Airways | Travel & Leisure | 2.00× | ||
| 06 | Car rentals | Cars & Mobility | 1.97× | ||
| 07 | Mineral water | Food & Beverages | 1.92× | ||
| 08 | High-net-worth individual | Business & Career | 1.81× | ||
| 09 | Mountains | Travel & Leisure | 1.72× | ||
| 10 | Sustainable energy | Home & Garden | 1.71× | ||
| 11 | Business class | Travel & Leisure | 1.69× | ||
| 12 | Emirates | Travel & Leisure | 1.68× | ||
| 13 | Air travel | Travel & Leisure | 1.66× | ||
| 14 | Airbnb | Travel & Leisure | 1.65× | ||
| 15 | Adventure travel | Travel & Leisure | 1.62× | ||
| 16 | Strategy games | Games | 1.61× | ||
| 17 | Retail banking | Business & Career | 1.55× | ||
| 18 | Innovation | Business & Career | 1.54× | ||
| 19 | Boutique hotel | Travel & Leisure | 1.53× | ||
| 20 | Pet food | Pets & Animals | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.82× | |
| Indulgence | JOY | 1.66× | |
| Travelling | THRILL | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.59× | |
| Social Media Usage | JOY | 0.62× | |
| Risk Appetite | THRILL | 0.66× |
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 Lakes. 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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