Rascasse Audience Intelligence

Living room Audience in South Africa

A data profile of the people who buy, follow and care about Living room in South Africa — modelled from more than twelve digital signal sources. Living room has an estimated audience of 1,072,272 people in South Africa.

#508among Topic in South Africa
#46in Home & Garden

Living room has an estimated audience of 1,072,272 people in South Africa. 70.3% are female, 29.7% are male, average age 40.5. Top brand affinities: Bedroom furniture, First-time buyer, Renovation, Business class, Airbnb.

Top brand affinities include Bedroom furniture, First-time buyer, Renovation, with strongest over-indexing on Bedroom furniture (3.89× the country average).

Demographically, the Living room audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

The typical Living room fan in South Africa is more female, around 40.5 years old, with strong Quality Awareness tendencies and a notable affinity for Bedroom furniture.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Living room profile in South Africa.

Audience size
1.1M
in South Africa
Gender
70.3%♀
29.7% male
Age
40.5
average years
Country rank
#711
Topic in South Africa
Fig. 01

Search interest · 12-month trend

+8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Living room fans

70.3% are female, 29.7% are male, average age 40.5.

Fig. 02

Gender split

70.3%
Female
29.7%
Male
Demographic split for Living room audience in South Africa
MetricValue
Female70.3%
Male29.7%
Average age40.5
Estimated audience size1,072,272
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Living room audience in South Africa
Age bracketShare%
16-1912%
20-2925%
30-3922%
40-4916%
50+24%
Fig. 04

Worldwide distribution

0.6%

of the worldwide Living room audience comes from South Africa.

Worldwide audience distribution share by country for Living room
CountryShare
United States12.0%
Japan8.3%
Germany4.9%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Living room audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Living room audience
#·InterestCategoryAffinity×
01Bedroom furnitureHome & Garden3.89×
02First-time buyerShopping2.74×
03Efficient energy useTechnology & Electronics2.65×
04Garden furnitureHome & Garden2.61×
05Business classTravel & Leisure2.46×
06High-net-worth individualBusiness & Career2.16×
07RenovationHome & Garden2.09×
08Online food orderingFood & Beverages2.06×
09PumaFashion & Accessoires2.00×
10Fast casual restaurantsFood & Beverages1.97×
11Local foodFood & Beverages1.96×
12KitchenwareHome & Garden1.96×
13Luxury real estateBusiness & Career1.95×
14Smart deviceTechnology & Electronics1.85×
15Anti-aging creamBeauty & Wellness1.77×
16AirbnbTravel & Leisure1.68×
17Microwave ovenHome & Garden1.67×
18InnovationBusiness & Career1.55×
19Children's clothingFashion & Accessoires1.53×
20Retail bankingBusiness & Career1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Living room audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Living room audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.95×
Design AffinityPREMIUM1.94×
Luxury OrientationPREMIUM1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Living room audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.73×
Risk AppetiteTHRILL0.79×
SpiritualityBALANCE0.81×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for Living room. 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.

About this audience profile

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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