A data profile of the people who buy, follow and care about Safety in South Africa — modelled from more than twelve digital signal sources. Safety has an estimated audience of 905,265 people in South Africa.
Safety has an estimated audience of 905,265 people in South Africa. 49.5% are female, 50.5% are male, average age 38.6. Top brand affinities: Sustainable energy, Hostel, Efficient energy use, Workwear, 3D printing.
Top brand affinities include Sustainable energy, Hostel, Efficient energy use, with strongest over-indexing on Sustainable energy (1.6× the country average).
Demographically, the Safety audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
The typical Safety fan in South Africa is balanced, around 38.6 years old, with strong Indulgence tendencies and a notable affinity for Sustainable energy.
The key figures that characterise the Safety profile in South Africa.
49.5% are female, 50.5% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 49.5% |
| Male | 50.5% |
| Average age | 38.6 |
| Estimated audience size | 905,265 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 23% |
of the worldwide Safety audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 29.8% |
| United Kingdom | 5.6% |
| Canada | 3.6% |
The strongest cross-interests of the Safety audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hostel | Travel & Leisure | 2.01× | ||
| 02 | Miele | Home & Garden | 1.76× | ||
| 03 | Opel Mokka | Cars & Mobility | 1.68× | ||
| 04 | Lawn mower | Home & Garden | 1.65× | ||
| 05 | Efficient energy use | Technology & Electronics | 1.63× | ||
| 06 | Workwear | Fashion & Accessoires | 1.63× | ||
| 07 | Quadcopter | Technology & Electronics | 1.63× | ||
| 08 | Ryan Gosling | Movies & TV | 1.61× | ||
| 09 | Sustainable energy | Home & Garden | 1.60× | ||
| 10 | Singapore Airlines | Travel & Leisure | 1.60× | ||
| 11 | UNESCO | Politics & Society | 1.58× | ||
| 12 | Air purifier | Home & Garden | 1.57× | ||
| 13 | Michelin | Cars & Mobility | 1.57× | ||
| 14 | Private equity | Business & Career | 1.56× | ||
| 15 | Electric motorcycles and scooters | Cars & Mobility | 1.55× | ||
| 16 | Photovoltaic system | Home & Garden | 1.54× | ||
| 17 | Mid-size car | Cars & Mobility | 1.52× | ||
| 18 | 3D printing | Technology & Electronics | 1.51× | ||
| 19 | Robotics | Technology & Electronics | 1.51× | ||
| 20 | Water filter | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.41× | |
| Convenience Orientation | PREMIUM | 1.28× | |
| Family Orientation | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.74× | |
| Risk Appetite | THRILL | 0.75× | |
| Mindfulness | BALANCE | 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 Safety. 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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