A data profile of the people who buy, follow and care about Pinterest in South Africa — modelled from more than twelve digital signal sources. Pinterest has an estimated audience of 5,531,312 people in South Africa.
Pinterest has an estimated audience of 5,531,312 people in South Africa. 63.9% are female, 36.1% are male, average age 36.9. Top brand affinities: Boston College, Multichannel retailing, Bianca Zapatka, Disco Mix Club.
Top brand affinities include Boston College, Multichannel retailing, Bianca Zapatka, with strongest over-indexing on Boston College (1.59× the country average).
Demographically, the Pinterest audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Spirituality, Travelling.
The typical Pinterest fan in South Africa is more female, around 36.9 years old, with strong Spirituality tendencies and a notable affinity for Boston College.
The key figures that characterise the Pinterest profile in South Africa.
63.9% are female, 36.1% are male, average age 36.9.
| Metric | Value |
|---|---|
| Female | 63.9% |
| Male | 36.1% |
| Average age | 36.9 |
| Estimated audience size | 5,531,312 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 27% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 17% |
of the worldwide Pinterest audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 16.4% |
| China | 4.9% |
| Germany | 3.1% |
The strongest cross-interests of the Pinterest audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bianca Zapatka | Food & Beverages | 2.58× | ||
| 02 | Boston College | Business & Career | 1.59× | ||
| 03 | Multichannel retailing | Shopping | 1.55× | ||
| 04 | Disco Mix Club | Music & Radio | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.74× | |
| Travelling | THRILL | 0.73× | |
| Healthy Lifestyle | BALANCE | 0.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.42× | |
| Patriotism | CONSERVATISM | 0.54× | |
| Healthy Lifestyle | BALANCE | 0.59× |
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 Pinterest. 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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