A data profile of the people who buy, follow and care about Life insurance in South Africa — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 1,464,109 people in South Africa.
Life insurance has an estimated audience of 1,464,109 people in South Africa. 51.5% are female, 48.5% are male, average age 41.0. Top brand affinities: Insurance policy, Insurance, ShopRite (United States), Underwriting, Sanlam.
Top brand affinities include Insurance policy, Insurance, ShopRite (United States), with strongest over-indexing on Insurance policy (3.09× the country average).
Demographically, the Life insurance audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Social Media Usage, Spirituality.
The typical Life insurance fan in South Africa is balanced, around 41.0 years old, with strong Social Media Usage tendencies and a notable affinity for Insurance policy.
The key figures that characterise the Life insurance profile in South Africa.
51.5% are female, 48.5% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 51.5% |
| Male | 48.5% |
| Average age | 41.0 |
| Estimated audience size | 1,464,109 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 24% | |
| 30-39 | 23% | |
| 40-49 | 17% | |
| 50+ | 24% |
of the worldwide Life insurance audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 27.1% |
| United Kingdom | 8.8% |
| India | 7.3% |
The strongest cross-interests of the Life insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Insurance policy | Business & Career | 3.09× | ||
| 02 | Underwriting | Business & Career | 2.85× | ||
| 03 | Midas (automotive service) | Cars & Mobility | 2.77× | ||
| 04 | Primary health care | Health | 2.77× | ||
| 05 | Call centre | Technology & Electronics | 2.50× | ||
| 06 | Home insurance | Business & Career | 2.42× | ||
| 07 | Sanlam | Business & Career | 2.17× | ||
| 08 | General insurance | Business & Career | 2.08× | ||
| 09 | Term life insurance | Business & Career | 2.02× | ||
| 10 | Lottoland | Games | 1.84× | ||
| 11 | Metropolitan Opera | Arts & Culture | 1.84× | ||
| 12 | Raf (singer) | Music & Radio | 1.83× | ||
| 13 | Health insurance | Business & Career | 1.75× | ||
| 14 | ShopRite (United States) | Food & Beverages | 1.71× | ||
| 15 | Vehicle insurance | Cars & Mobility | 1.69× | ||
| 16 | Financial adviser | Business & Career | 1.67× | ||
| 17 | Old Mutual | Business & Career | 1.58× | ||
| 18 | Insurance | Business & Career | 1.53× | ||
| 19 | Interest rate | Business & Career | 1.52× | ||
| 20 | Loan | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.84× | |
| Spirituality | BALANCE | 0.66× | |
| Travelling | THRILL | 0.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.28× | |
| Patriotism | CONSERVATISM | 0.34× | |
| Travelling | THRILL | 0.42× |
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 Life insurance. 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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