A data profile of the people who buy, follow and care about Mercedes-Benz in South Africa — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 1,539,627 people in South Africa.
Mercedes-Benz has an estimated audience of 1,539,627 people in South Africa. 42.7% are female, 57.3% are male, average age 37.0. Top brand affinities: Used car, Hatchback, Traffic, Toyota Hilux, Volkswagen Polo.
Top brand affinities include Used car, Hatchback, Traffic, with strongest over-indexing on Used car (1.65× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Social Media Usage, Travelling.
The typical Mercedes-Benz fan in South Africa is more male, around 37.0 years old, with strong Social Media Usage tendencies and a notable affinity for Used car.
The key figures that characterise the Mercedes-Benz profile in South Africa.
42.7% are female, 57.3% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 42.7% |
| Male | 57.3% |
| Average age | 37.0 |
| Estimated audience size | 1,539,627 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 19% |
of the worldwide Mercedes-Benz audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fuel economy in automobiles | Cars & Mobility | 1.92× | ||
| 02 | Rent-to-own | Home & Garden | 1.90× | ||
| 03 | Toyota Corolla | Cars & Mobility | 1.85× | ||
| 04 | Volkswagen Polo | Cars & Mobility | 1.71× | ||
| 05 | Hatchback | Cars & Mobility | 1.66× | ||
| 06 | Used car | Cars & Mobility | 1.65× | ||
| 07 | Controlled-access highway | Travel & Leisure | 1.65× | ||
| 08 | Volkswagen Golf | Cars & Mobility | 1.64× | ||
| 09 | Diesel fuel | Cars & Mobility | 1.63× | ||
| 10 | Driver's license | Cars & Mobility | 1.60× | ||
| 11 | Toyota Fortuner | Cars & Mobility | 1.60× | ||
| 12 | Toyota Hilux | Cars & Mobility | 1.59× | ||
| 13 | Electric motor | Cars & Mobility | 1.58× | ||
| 14 | Traffic | Cars & Mobility | 1.57× | ||
| 15 | Electric car | Cars & Mobility | 1.57× | ||
| 16 | Diesel engine | Cars & Mobility | 1.54× | ||
| 17 | Gasoline | Cars & Mobility | 1.54× | ||
| 18 | Deposit account | Business & Career | 1.53× | ||
| 19 | Sedan (automobile) | Cars & Mobility | 1.52× | ||
| 20 | Automotive design | 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 | 0.75× | |
| Travelling | THRILL | 0.61× | |
| Spirituality | BALANCE | 0.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.41× | |
| Patriotism | CONSERVATISM | 0.55× | |
| Spirituality | BALANCE | 0.58× |
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 Mercedes-Benz. 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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