A data profile of the people who buy, follow and care about Sanlam in South Africa — modelled from more than twelve digital signal sources. Sanlam has an estimated audience of 902,736 people in South Africa.
Sanlam has an estimated audience of 902,736 people in South Africa. 50.3% are female, 49.7% are male, average age 40.3. Top brand affinities: LinkedIn, Life insurance, Innovation, Cloud computing, Credit (finance).
Top brand affinities include LinkedIn, Life insurance, Innovation, with strongest over-indexing on LinkedIn (1.79× the country average).
Demographically, the Sanlam audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Sanlam fan in South Africa is balanced, around 40.3 years old, with strong Indulgence tendencies and a notable affinity for LinkedIn.
The key figures that characterise the Sanlam profile in South Africa.
50.3% are female, 49.7% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 40.3 |
| Estimated audience size | 902,736 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 16% | |
| 50+ | 25% |
of the worldwide Sanlam audience comes from South Africa.
| Country | Share |
|---|---|
| South Africa | 89.8% |
| United Kingdom | 2.7% |
| United States | 2.7% |
The strongest cross-interests of the Sanlam audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Life insurance | Business & Career | 2.17× | ||
| 02 | Efficient energy use | Technology & Electronics | 1.86× | ||
| 03 | MasterCard | Business & Career | 1.86× | ||
| 04 | Innovation | Business & Career | 1.80× | ||
| 05 | Home insurance | Business & Career | 1.80× | ||
| 06 | Internet & Social Media | 1.79× | |||
| 07 | Sustainable energy | Home & Garden | 1.79× | ||
| 08 | Business school | Business & Career | 1.76× | ||
| 09 | Health insurance | Business & Career | 1.68× | ||
| 10 | Single malt whisky | Food & Beverages | 1.64× | ||
| 11 | Dow Jones Industrial Average | Business & Career | 1.64× | ||
| 12 | Credit (finance) | Business & Career | 1.63× | ||
| 13 | Privacy policy | Technology & Electronics | 1.63× | ||
| 14 | Asset management | Business & Career | 1.62× | ||
| 15 | Bank account | Business & Career | 1.60× | ||
| 16 | Hardware store | Home & Garden | 1.57× | ||
| 17 | Passive income | Business & Career | 1.56× | ||
| 18 | Fertilizer | Home & Garden | 1.55× | ||
| 19 | British Airways | Travel & Leisure | 1.55× | ||
| 20 | Cloud computing | Technology & Electronics | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.55× | |
| Career Orientation | POWER | 1.53× | |
| Quality Awareness | PREMIUM | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.57× | |
| Luxury Orientation | PREMIUM | 0.76× | |
| Risk Appetite | THRILL | 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 Sanlam. 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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