A data profile of the people who buy, follow and care about Malawi in South Africa — modelled from more than twelve digital signal sources. Malawi has an estimated audience of 1,047,000 people in South Africa.
Malawi has an estimated audience of 1,047,000 people in South Africa. 50.8% are female, 49.2% are male, average age 37.0. Top brand affinities: Innovation, Activism, Hostel, Airline, Mineral water.
Top brand affinities include Innovation, Activism, Hostel, with strongest over-indexing on Innovation (1.69× the country average).
Demographically, the Malawi audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Malawi fan in South Africa is balanced, around 37.0 years old, with strong Indulgence tendencies and a notable affinity for Innovation.
The key figures that characterise the Malawi profile in South Africa.
50.8% are female, 49.2% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 50.8% |
| Male | 49.2% |
| Average age | 37.0 |
| Estimated audience size | 1,047,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 12% | |
| 50+ | 19% |
of the worldwide Malawi audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 15.2% |
| Zambia | 10.3% |
| South Africa | 9.0% |
The strongest cross-interests of the Malawi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.56× | ||
| 02 | Hostel | Travel & Leisure | 2.52× | ||
| 03 | Turkish Airlines | Travel & Leisure | 2.40× | ||
| 04 | Birkenstock | Fashion & Accessoires | 2.25× | ||
| 05 | Prosecco | Food & Beverages | 2.20× | ||
| 06 | Mineral water | Food & Beverages | 2.15× | ||
| 07 | British Airways | Travel & Leisure | 1.96× | ||
| 08 | Crystal Palace F.C. | Sports | 1.93× | ||
| 09 | Dow Jones Industrial Average | Business & Career | 1.85× | ||
| 10 | Zoo | Kids & Family | 1.74× | ||
| 11 | Innovation | Business & Career | 1.69× | ||
| 12 | Emirates | Travel & Leisure | 1.65× | ||
| 13 | Judaism | Politics & Society | 1.64× | ||
| 14 | Department store | Shopping | 1.63× | ||
| 15 | Non-alcoholic beverage | Food & Beverages | 1.62× | ||
| 16 | Qatar Airways | Travel & Leisure | 1.60× | ||
| 17 | Activism | Politics & Society | 1.56× | ||
| 18 | Sustainable energy | Home & Garden | 1.54× | ||
| 19 | Hardware store | Home & Garden | 1.53× | ||
| 20 | Airline | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.50× | |
| Career Orientation | POWER | 1.38× | |
| Tradition | CONSERVATISM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.66× | |
| Mindfulness | BALANCE | 0.70× | |
| Price Sensitivity | PREMIUM | 0.73× |
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 Malawi. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.