A data profile of the people who buy, follow and care about North America in South Africa — modelled from more than twelve digital signal sources. North America has an estimated audience of 1,036,298 people in South Africa.
North America has an estimated audience of 1,036,298 people in South Africa. 46.9% are female, 53.1% are male, average age 39.0. Top brand affinities: Rail transport, Immigration, Sandra Bullock, Global warming, Ryan Gosling.
Top brand affinities include Rail transport, Immigration, Sandra Bullock, with strongest over-indexing on Rail transport (2.16× the country average).
Demographically, the North America audience skews balanced with an average age of 39.0, and over-indexes on personality traits such as Convenience Orientation, Indulgence.
The typical North America fan in South Africa is balanced, around 39.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Rail transport.
The key figures that characterise the North America profile in South Africa.
46.9% are female, 53.1% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 46.9% |
| Male | 53.1% |
| Average age | 39.0 |
| Estimated audience size | 1,036,298 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 24% |
of the worldwide North America audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 34.6% |
| Canada | 6.8% |
| Mexico | 5.9% |
The strongest cross-interests of the North America audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Copa América | Sports | 2.26× | ||
| 02 | Rail transport | Travel & Leisure | 2.16× | ||
| 03 | Kippah | Fashion & Accessoires | 1.75× | ||
| 04 | Immigration | Politics & Society | 1.67× | ||
| 05 | Toyota Avensis | Cars & Mobility | 1.60× | ||
| 06 | Boat show | Travel & Leisure | 1.59× | ||
| 07 | AEG | Home & Garden | 1.59× | ||
| 08 | Moped | Cars & Mobility | 1.59× | ||
| 09 | Global warming | Politics & Society | 1.57× | ||
| 10 | Udinese Calcio | Sports | 1.57× | ||
| 11 | Vietnam Airlines | Travel & Leisure | 1.56× | ||
| 12 | Sandra Bullock | Movies & TV | 1.55× | ||
| 13 | Husqvarna | Home & Garden | 1.55× | ||
| 14 | Bridgestone | Cars & Mobility | 1.54× | ||
| 15 | Subway | Food & Beverages | 1.54× | ||
| 16 | Opel Adam | Cars & Mobility | 1.53× | ||
| 17 | Pfizer | Health | 1.52× | ||
| 18 | Atlanta United FC | Sports | 1.52× | ||
| 19 | Nobel Peace Prize | Politics & Society | 1.51× | ||
| 20 | Ryan Gosling | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.12× | |
| Indulgence | JOY | 1.11× | |
| Sustainability | BALANCE | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.76× | |
| Risk Appetite | THRILL | 0.78× | |
| Mindfulness | BALANCE | 0.79× |
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 North America. 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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