A data profile of the people who buy, follow and care about Research in South Africa — modelled from more than twelve digital signal sources. Research has an estimated audience of 2,138,675 people in South Africa.
Research has an estimated audience of 2,138,675 people in South Africa. 53.3% are female, 46.7% are male, average age 37.5. Top brand affinities: Massive open online course, Bachelor of Business Administration, Tinnitus, 23andMe, Food intolerance.
Top brand affinities include Massive open online course, Bachelor of Business Administration, Tinnitus, with strongest over-indexing on Massive open online course (1.53× the country average).
Demographically, the Research audience skews balanced with an average age of 37.5, and over-indexes on personality traits such as Sustainability, Career Orientation.
The typical Research fan in South Africa is balanced, around 37.5 years old, with strong Sustainability tendencies and a notable affinity for Massive open online course.
The key figures that characterise the Research profile in South Africa.
53.3% are female, 46.7% are male, average age 37.5.
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 37.5 |
| Estimated audience size | 2,138,675 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 14% | |
| 50+ | 21% |
of the worldwide Research audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 22.7% |
| Italy | 4.7% |
| United Kingdom | 4.6% |
The strongest cross-interests of the Research audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Copa América | Sports | 1.65× | ||
| 02 | 23andMe | Health | 1.56× | ||
| 03 | Expo 2020 | Travel & Leisure | 1.55× | ||
| 04 | Food intolerance | Food & Beverages | 1.54× | ||
| 05 | Schnapps | Food & Beverages | 1.54× | ||
| 06 | Massive open online course | Business & Career | 1.53× | ||
| 07 | Bachelor of Business Administration | Business & Career | 1.53× | ||
| 08 | Tinnitus | Health | 1.52× | ||
| 09 | Freedom of thought | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.21× | |
| Career Orientation | POWER | 1.20× | |
| Indulgence | JOY | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.82× | |
| Social Media Usage | JOY | 0.88× | |
| Extroversion | THRILL | 0.89× |
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 Research. 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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