A data profile of the people who buy, follow and care about Novel in South Africa — modelled from more than twelve digital signal sources. Novel has an estimated audience of 870,153 people in South Africa.
Novel has an estimated audience of 870,153 people in South Africa. 66.4% are female, 33.6% are male, average age 38.0. Top brand affinities: Crime fiction, Fantasy movies, Strategy games, E-books, TV game shows.
Top brand affinities include Crime fiction, Fantasy movies, Strategy games, with strongest over-indexing on Crime fiction (3.56× the country average).
Demographically, the Novel audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Pet Ownership, Indulgence.
The typical Novel fan in South Africa is more female, around 38.0 years old, with strong Pet Ownership tendencies and a notable affinity for Crime fiction.
The key figures that characterise the Novel profile in South Africa.
66.4% are female, 33.6% are male, average age 38.0.
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 38.0 |
| Estimated audience size | 870,153 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 14% | |
| 50+ | 23% |
of the worldwide Novel audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.5% |
| China | 7.2% |
| Japan | 6.8% |
The strongest cross-interests of the Novel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Crime fiction | Literature | 3.56× | ||
| 02 | Toyota Prius | Cars & Mobility | 3.09× | ||
| 03 | Amazon Kindle | Literature | 2.96× | ||
| 04 | Cannes Film Festival | Movies & TV | 2.46× | ||
| 05 | Tom Hardy | Movies & TV | 2.34× | ||
| 06 | Fantasy movies | Movies & TV | 2.29× | ||
| 07 | Strategy games | Games | 2.21× | ||
| 08 | Harry Potter | Movies & TV | 2.05× | ||
| 09 | E-books | Literature | 1.84× | ||
| 10 | Anne Hathaway | Movies & TV | 1.81× | ||
| 11 | Meghan Markle | Fashion & Accessoires | 1.79× | ||
| 12 | Leonardo DiCaprio | Movies & TV | 1.69× | ||
| 13 | Role-playing games | Games | 1.62× | ||
| 14 | Henry Cavill | Movies & TV | 1.61× | ||
| 15 | Prosecco | Food & Beverages | 1.61× | ||
| 16 | Detective fiction | Literature | 1.57× | ||
| 17 | Superman | Movies & TV | 1.57× | ||
| 18 | TV game shows | Movies & TV | 1.56× | ||
| 19 | Museum | Arts & Culture | 1.56× | ||
| 20 | Golden Globe Award | Movies & TV | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.43× | |
| Indulgence | JOY | 1.35× | |
| Sustainability | BALANCE | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.59× | |
| Social Media Usage | JOY | 0.83× | |
| Risk Appetite | THRILL | 0.87× |
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 Novel. 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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