A data profile of the people who buy, follow and care about SA20 in South Africa — modelled from more than twelve digital signal sources. SA20 has an estimated audience of 1,900,562 people in South Africa.
SA20 has an estimated audience of 1,900,562 people in South Africa. 32.6% are female, 67.4% are male, average age 34.3. Top brand affinities: Cricket World Cup, Cricket, Rugby World Cup, Max Verstappen, Emirates.
Top brand affinities include Cricket World Cup, Cricket, Rugby World Cup, with strongest over-indexing on Cricket World Cup (21.51× the country average).
Demographically, the SA20 audience skews more male with an average age of 34.3, and over-indexes on personality traits such as Indulgence, Luxury Orientation.
The typical SA20 fan in South Africa is more male, around 34.3 years old, with strong Indulgence tendencies and a notable affinity for Cricket World Cup.
The key figures that characterise the SA20 profile in South Africa.
32.6% are female, 67.4% are male, average age 34.3.
| Metric | Value |
|---|---|
| Female | 32.6% |
| Male | 67.4% |
| Average age | 34.3 |
| Estimated audience size | 1,900,562 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 34% | |
| 20-29 | 23% | |
| 30-39 | 16% | |
| 40-49 | 11% | |
| 50+ | 16% |
of the worldwide SA20 audience comes from South Africa.
| Country | Share |
|---|---|
| India | 63.3% |
| South Africa | 18.9% |
| United Kingdom | 2.7% |
The strongest cross-interests of the SA20 audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cricket World Cup | Sports | 21.51× | ||
| 02 | Ryder Cup | Sports | 3.08× | ||
| 03 | Tiger Woods | Sports | 2.35× | ||
| 04 | Malt whisky | Food & Beverages | 1.98× | ||
| 05 | Masters Tournament | Sports | 1.96× | ||
| 06 | Rugby World Cup | Sports | 1.95× | ||
| 07 | The Championships, Wimbledon | Sports | 1.95× | ||
| 08 | Max Verstappen | Sports | 1.93× | ||
| 09 | Flea market | Home & Garden | 1.88× | ||
| 10 | PGA Tour | Sports | 1.87× | ||
| 11 | Cricket | Sports | 1.85× | ||
| 12 | Hinduism | Politics & Society | 1.83× | ||
| 13 | Crystal Palace F.C. | Sports | 1.72× | ||
| 14 | Mid-size car | Cars & Mobility | 1.71× | ||
| 15 | Emirates | Travel & Leisure | 1.63× | ||
| 16 | Single malt whisky | Food & Beverages | 1.61× | ||
| 17 | British Airways | Travel & Leisure | 1.55× | ||
| 18 | Sports club | Sports | 1.53× | ||
| 19 | Automobile repair shop | Cars & Mobility | 1.52× | ||
| 20 | Carcare | Cars & Mobility | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.30× | |
| Luxury Orientation | PREMIUM | 1.19× | |
| Sustainability | BALANCE | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.64× | |
| Social Media Usage | JOY | 0.73× | |
| Creativity | OPEN | 0.74× |
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 SA20. 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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