A data profile of the people who buy, follow and care about Machine in South Africa — modelled from more than twelve digital signal sources. Machine has an estimated audience of 2,007,468 people in South Africa.
Machine has an estimated audience of 2,007,468 people in South Africa. 45.6% are female, 54.4% are male, average age 38.5. Top brand affinities: Family car, Smart device, Projectors, Air pollution, Toyota Land Cruiser.
Top brand affinities include Family car, Smart device, Projectors, with strongest over-indexing on Family car (1.57× the country average).
Demographically, the Machine audience skews balanced with an average age of 38.5, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.
The typical Machine fan in South Africa is balanced, around 38.5 years old, with strong Quality Awareness tendencies and a notable affinity for Family car.
The key figures that characterise the Machine profile in South Africa.
45.6% are female, 54.4% are male, average age 38.5.
| Metric | Value |
|---|---|
| Female | 45.6% |
| Male | 54.4% |
| Average age | 38.5 |
| Estimated audience size | 2,007,468 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 22% |
of the worldwide Machine audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.3% |
| Brazil | 6.7% |
| Italy | 5.7% |
The strongest cross-interests of the Machine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BMW 1 Series | Cars & Mobility | 1.71× | ||
| 02 | Mid-size car | Cars & Mobility | 1.69× | ||
| 03 | BMW X3 | Cars & Mobility | 1.69× | ||
| 04 | Projectors | Technology & Electronics | 1.68× | ||
| 05 | Carcare | Cars & Mobility | 1.67× | ||
| 06 | Toyota RAV4 | Cars & Mobility | 1.66× | ||
| 07 | Smart device | Technology & Electronics | 1.64× | ||
| 08 | Toyota Yaris | Cars & Mobility | 1.62× | ||
| 09 | BMW X5 | Cars & Mobility | 1.61× | ||
| 10 | Volkswagen Amarok | Cars & Mobility | 1.59× | ||
| 11 | Hyundai Tucson | Cars & Mobility | 1.58× | ||
| 12 | Family car | Cars & Mobility | 1.57× | ||
| 13 | Alfa Romeo | Cars & Mobility | 1.57× | ||
| 14 | Air pollution | Health | 1.54× | ||
| 15 | Toyota Land Cruiser | Cars & Mobility | 1.54× | ||
| 16 | Opel | Cars & Mobility | 1.54× | ||
| 17 | Volkswagen Tiguan | Cars & Mobility | 1.52× | ||
| 18 | BMW 3 Series | Cars & Mobility | 1.52× | ||
| 19 | Off-road vehicle | Cars & Mobility | 1.52× | ||
| 20 | Ford Fiesta | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.30× | |
| Luxury Orientation | PREMIUM | 1.24× | |
| Early Adopter Mentality | POWER | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.79× | |
| Mindfulness | BALANCE | 0.85× | |
| Creativity | OPEN | 0.85× |
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 Machine. 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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