Rascasse Audience Intelligence

Old Mutual Target Market in South Africa

A data profile of the people who buy, follow and care about Old Mutual in South Africa — modelled from more than twelve digital signal sources. Old Mutual has an estimated audience of 1,238,085 people in South Africa.

#1among Insurances in South Africa
#40among Brand in South Africa
#99in Business & Career

Old Mutual has an estimated audience of 1,238,085 people in South Africa. 50.1% are female, 49.9% are male, average age 40.5. Top brand affinities: LinkedIn, Local food, Retail banking, Fast casual restaurants, First-time buyer.

Top brand affinities include LinkedIn, Local food, Retail banking, with strongest over-indexing on LinkedIn (1.92× the country average).

Demographically, the Old Mutual audience skews balanced with an average age of 40.5, and over-indexes on personality traits such as Quality Awareness, Career Orientation.

The typical Old Mutual fan in South Africa is balanced, around 40.5 years old, with strong Quality Awareness tendencies and a notable affinity for LinkedIn.

Category: Business & Career · Type: Brand · Subtype: Insurances

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Old Mutual profile in South Africa.

Audience size
1.2M
in South Africa
Gender
50.1%♀
49.9% male
Age
40.5
average years
Country rank
#598
Brand in South Africa
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Old Mutual

50.1% are female, 49.9% are male, average age 40.5.

Fig. 02

Gender split

50.1%
Female
49.9%
Male
Demographic split for Old Mutual audience in South Africa
MetricValue
Female50.1%
Male49.9%
Average age40.5
Estimated audience size1,238,085
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Old Mutual audience in South Africa
Age bracketShare%
16-1911%
20-2926%
30-3923%
40-4917%
50+23%
Fig. 04

Worldwide distribution

92.0%

of the worldwide Old Mutual audience comes from South Africa.

Worldwide audience distribution share by country for Old Mutual
CountryShare
South Africa92.0%
Colombia2.3%
United States1.7%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Old Mutual audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Old Mutual audience
#·InterestCategoryAffinity×
01Millie Bobby BrownMovies & TV2.57×
02PumaFashion & Accessoires2.04×
03Online food orderingFood & Beverages2.03×
04Mobile bankingBusiness & Career2.03×
05Smart deviceTechnology & Electronics1.98×
06ProjectorsTechnology & Electronics1.98×
07LinkedInInternet & Social Media1.92×
08Convenience storeFood & Beverages1.84×
09First-time buyerShopping1.83×
10Fast casual restaurantsFood & Beverages1.79×
11Retail bankingBusiness & Career1.74×
12Bedroom furnitureHome & Garden1.74×
13Local foodFood & Beverages1.71×
14SnapchatInternet & Social Media1.68×
15Pet storePets & Animals1.68×
16Business classTravel & Leisure1.65×
17InnovationBusiness & Career1.64×
18Life insuranceBusiness & Career1.58×
19Asset managementBusiness & Career1.55×
20Sports bettingGames1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Old Mutual audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Old Mutual audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.56×
Career OrientationPOWER1.41×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Old Mutual audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.72×
CreativityOPEN0.84×
Risk AppetiteTHRILL0.91×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for Old Mutual. 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.

About this audience profile

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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