A data profile of the people who buy, follow and care about Parent in South Africa — modelled from more than twelve digital signal sources. Parent has an estimated audience of 1,605,288 people in South Africa.
Parent has an estimated audience of 1,605,288 people in South Africa. 70.2% are female, 29.8% are male, average age 36.9. Top brand affinities: Pampers, Huggies, Meghan Markle, Birkenstock, Diaper.
Top brand affinities include Pampers, Huggies, Meghan Markle, with strongest over-indexing on Pampers (1.93× the country average).
Demographically, the Parent audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Indulgence, Pet Ownership.
The typical Parent fan in South Africa is more female, around 36.9 years old, with strong Indulgence tendencies and a notable affinity for Pampers.
The key figures that characterise the Parent profile in South Africa.
70.2% are female, 29.8% are male, average age 36.9.
| Metric | Value |
|---|---|
| Female | 70.2% |
| Male | 29.8% |
| Average age | 36.9 |
| Estimated audience size | 1,605,288 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 18% |
of the worldwide Parent audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 22.8% |
| Japan | 5.8% |
| United Kingdom | 4.8% |
The strongest cross-interests of the Parent audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pampers | Kids & Family | 1.93× | ||
| 02 | Huggies | Kids & Family | 1.86× | ||
| 03 | Maternity clothing | Fashion & Accessoires | 1.80× | ||
| 04 | Christmas decoration | Home & Garden | 1.79× | ||
| 05 | Medicinal plants | Health | 1.78× | ||
| 06 | Charlotte Tilbury | Beauty & Wellness | 1.72× | ||
| 07 | Listerine | Beauty & Wellness | 1.71× | ||
| 08 | Insect repellent | Health | 1.71× | ||
| 09 | Jean Paul Gaultier | Fashion & Accessoires | 1.69× | ||
| 10 | Meghan Markle | Fashion & Accessoires | 1.65× | ||
| 11 | Modest Fashion | Fashion & Accessoires | 1.63× | ||
| 12 | Birkenstock | Fashion & Accessoires | 1.59× | ||
| 13 | Tom Hardy | Movies & TV | 1.58× | ||
| 14 | Children's literature | Literature | 1.58× | ||
| 15 | Slow cooker | Food & Beverages | 1.56× | ||
| 16 | Meryl Streep | Movies & TV | 1.54× | ||
| 17 | Ice skating | Sports | 1.53× | ||
| 18 | Subway | Food & Beverages | 1.52× | ||
| 19 | Diaper | Kids & Family | 1.51× | ||
| 20 | CC cream | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.43× | |
| Pet Ownership | JOY | 1.26× | |
| Design Affinity | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.63× | |
| Risk Appetite | THRILL | 0.76× | |
| Social Media Usage | JOY | 0.85× |
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 Parent. 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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