A data profile of the people who buy, follow and care about Popular culture in South Africa — modelled from more than twelve digital signal sources. Popular culture has an estimated audience of 2,478,981 people in South Africa.
Popular culture has an estimated audience of 2,478,981 people in South Africa. 52.8% are female, 47.2% are male, average age 35.4. Top brand affinities: Late-night talk show, Buddhism, Anne Hathaway, Emma Watson, Vikings (TV series).
Top brand affinities include Late-night talk show, Buddhism, Anne Hathaway, with strongest over-indexing on Late-night talk show (1.8× the country average).
Demographically, the Popular culture audience skews balanced with an average age of 35.4, and over-indexes on personality traits such as Spirituality, Extroversion.
The typical Popular culture fan in South Africa is balanced, around 35.4 years old, with strong Spirituality tendencies and a notable affinity for Late-night talk show.
The key figures that characterise the Popular culture profile in South Africa.
52.8% are female, 47.2% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 52.8% |
| Male | 47.2% |
| Average age | 35.4 |
| Estimated audience size | 2,478,981 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 24% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 17% |
of the worldwide Popular culture audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 23.2% |
| China | 7.1% |
| India | 5.6% |
The strongest cross-interests of the Popular culture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Late-night talk show | Movies & TV | 1.80× | ||
| 02 | Deutsche Welle | Music & Radio | 1.73× | ||
| 03 | Better Call Saul | Movies & TV | 1.71× | ||
| 04 | Emma Watson | Movies & TV | 1.70× | ||
| 05 | Will Ferrell | Movies & TV | 1.68× | ||
| 06 | Buffy the Vampire Slayer | Movies & TV | 1.68× | ||
| 07 | Kenzo | Fashion & Accessoires | 1.64× | ||
| 08 | Cannes Film Festival | Movies & TV | 1.60× | ||
| 09 | Vikings (TV series) | Movies & TV | 1.58× | ||
| 10 | Alanis Morissette | Music & Radio | 1.58× | ||
| 11 | james arthur | Music & Radio | 1.57× | ||
| 12 | Atlanta United FC | Sports | 1.55× | ||
| 13 | Goth subculture | Fashion & Accessoires | 1.54× | ||
| 14 | Udinese Calcio | Sports | 1.54× | ||
| 15 | Buddhism | Health | 1.53× | ||
| 16 | Torino F.C. | Sports | 1.53× | ||
| 17 | Criticism of religion | Politics & Society | 1.53× | ||
| 18 | EuroLeague | Sports | 1.52× | ||
| 19 | Aziz Ansari | Movies & TV | 1.52× | ||
| 20 | Anne Hathaway | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.17× | |
| Extroversion | THRILL | 1.12× | |
| Early Adopter Mentality | POWER | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.72× | |
| Social Media Usage | JOY | 0.86× | |
| Family Orientation | CONSERVATISM | 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 Popular culture. 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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