A data profile of the people who buy, follow and care about Profession in South Africa — modelled from more than twelve digital signal sources. Profession has an estimated audience of 1,067,635 people in South Africa.
Profession has an estimated audience of 1,067,635 people in South Africa. 57.8% are female, 42.2% are male, average age 37.9. Top brand affinities: LinkedIn, Innovation, Internet celebrity, Department store, Street food.
Top brand affinities include LinkedIn, Innovation, Internet celebrity, with strongest over-indexing on LinkedIn (1.54× the country average).
Demographically, the Profession audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Indulgence, Quality Awareness.
The typical Profession fan in South Africa is more female, around 37.9 years old, with strong Indulgence tendencies and a notable affinity for LinkedIn.
The key figures that characterise the Profession profile in South Africa.
57.8% are female, 42.2% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 57.8% |
| Male | 42.2% |
| Average age | 37.9 |
| Estimated audience size | 1,067,635 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 21% |
of the worldwide Profession audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.7% |
| India | 4.6% |
The strongest cross-interests of the Profession audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 1.98× | ||
| 02 | Hostel | Travel & Leisure | 1.92× | ||
| 03 | Tom Hardy | Movies & TV | 1.86× | ||
| 04 | Zoo | Kids & Family | 1.84× | ||
| 05 | Innovation | Business & Career | 1.71× | ||
| 06 | Birkenstock | Fashion & Accessoires | 1.67× | ||
| 07 | Henry Cavill | Movies & TV | 1.66× | ||
| 08 | Robotics | Technology & Electronics | 1.63× | ||
| 09 | Facial hair | Beauty & Wellness | 1.62× | ||
| 10 | 3D printing | Technology & Electronics | 1.60× | ||
| 11 | Prosecco | Food & Beverages | 1.60× | ||
| 12 | Garden centre | Home & Garden | 1.59× | ||
| 13 | Department store | Shopping | 1.58× | ||
| 14 | Street food | Food & Beverages | 1.58× | ||
| 15 | Dow Jones Industrial Average | Business & Career | 1.57× | ||
| 16 | Meghan Markle | Fashion & Accessoires | 1.56× | ||
| 17 | Internet & Social Media | 1.54× | |||
| 18 | Mineral water | Food & Beverages | 1.54× | ||
| 19 | Internet celebrity | Internet & Social Media | 1.53× | ||
| 20 | Brad Pitt | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Quality Awareness | PREMIUM | 1.33× | |
| Sustainability | BALANCE | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.59× | |
| Risk Appetite | THRILL | 0.72× | |
| Social Media Usage | JOY | 0.77× |
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 Profession. 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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