A data profile of the people who buy, follow and care about Rains in South Africa — modelled from more than twelve digital signal sources. Rains has an estimated audience of 1,401,093 people in South Africa.
Rains has an estimated audience of 1,401,093 people in South Africa. 57.9% are female, 42.1% are male, average age 37.5. Top brand affinities: Outerwear, Lacoste, High-net-worth individual, Puma, Business class.
Top brand affinities include Outerwear, Lacoste, High-net-worth individual, with strongest over-indexing on Outerwear (36.47× the country average).
Demographically, the Rains audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
The typical Rains fan in South Africa is more female, around 37.5 years old, with strong Quality Awareness tendencies and a notable affinity for Outerwear.
The key figures that characterise the Rains profile in South Africa.
57.9% are female, 42.1% are male, average age 37.5.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 37.5 |
| Estimated audience size | 1,401,093 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 19% |
of the worldwide Rains audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 14.6% |
| South Africa | 9.8% |
| India | 8.5% |
The strongest cross-interests of the Rains audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Outerwear | Fashion & Accessoires | 36.47× | ||
| 02 | Social shopping | Shopping | 4.47× | ||
| 03 | Tory Burch | Fashion & Accessoires | 4.40× | ||
| 04 | Lacoste | Fashion & Accessoires | 3.36× | ||
| 05 | BB cream | Beauty & Wellness | 2.95× | ||
| 06 | Hermès | Fashion & Accessoires | 2.83× | ||
| 07 | Birkenstock | Fashion & Accessoires | 2.47× | ||
| 08 | Michael Kors | Fashion & Accessoires | 2.40× | ||
| 09 | High-net-worth individual | Business & Career | 2.35× | ||
| 10 | Puma | Fashion & Accessoires | 2.34× | ||
| 11 | G-Star Raw | Fashion & Accessoires | 2.34× | ||
| 12 | Eyewear | Fashion & Accessoires | 2.04× | ||
| 13 | Business class | Travel & Leisure | 2.03× | ||
| 14 | Crocs | Fashion & Accessoires | 1.95× | ||
| 15 | New Balance | Fashion & Accessoires | 1.89× | ||
| 16 | Smartwatch | Technology & Electronics | 1.85× | ||
| 17 | Ecotourism | Business & Career | 1.71× | ||
| 18 | Department store | Shopping | 1.68× | ||
| 19 | Designer clothing | Fashion & Accessoires | 1.66× | ||
| 20 | Bedroom furniture | Home & Garden | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.58× | |
| Price Sensitivity | PREMIUM | 1.57× | |
| Luxury Orientation | PREMIUM | 1.57× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.63× | |
| Social Media Usage | JOY | 0.67× | |
| Risk Appetite | THRILL | 0.73× |
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 Rains. 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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