A data profile of the people who buy, follow and care about Popular music in South Africa — modelled from more than twelve digital signal sources. Popular music has an estimated audience of 1,802,735 people in South Africa.
Popular music has an estimated audience of 1,802,735 people in South Africa. 47.0% are female, 53.0% are male, average age 34.7. Top brand affinities: Britpop, David Bowie, Goth subculture, Schlager music, james arthur.
Top brand affinities include Britpop, David Bowie, Goth subculture, with strongest over-indexing on Britpop (1.72× the country average).
Demographically, the Popular music audience skews balanced with an average age of 34.7, and over-indexes on personality traits such as Extroversion, Indulgence.
The typical Popular music fan in South Africa is balanced, around 34.7 years old, with strong Extroversion tendencies and a notable affinity for Britpop.
The key figures that characterise the Popular music profile in South Africa.
47.0% are female, 53.0% are male, average age 34.7.
| Metric | Value |
|---|---|
| Female | 47.0% |
| Male | 53.0% |
| Average age | 34.7 |
| Estimated audience size | 1,802,735 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 32% | |
| 20-29 | 24% | |
| 30-39 | 16% | |
| 40-49 | 11% | |
| 50+ | 17% |
of the worldwide Popular music audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.9% |
| Japan | 6.5% |
| China | 6.1% |
The strongest cross-interests of the Popular music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Britpop | Music & Radio | 1.72× | ||
| 02 | james arthur | Music & Radio | 1.62× | ||
| 03 | Schlager music | Music & Radio | 1.57× | ||
| 04 | Peter Alexander | Music & Radio | 1.57× | ||
| 05 | David Bowie | Music & Radio | 1.56× | ||
| 06 | Franz Ferdinand (band) | Music & Radio | 1.55× | ||
| 07 | Goth subculture | Fashion & Accessoires | 1.53× | ||
| 08 | Jean-Michel Jarre | Music & Radio | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.15× | |
| Indulgence | JOY | 1.09× | |
| Early Adopter Mentality | POWER | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.68× | |
| Social Media Usage | JOY | 0.83× | |
| Urban Lifestyle | OPEN | 0.88× |
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 music. 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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