A data profile of the people who buy, follow and care about Small business in South Africa — modelled from more than twelve digital signal sources. Small business has an estimated audience of 2,670,897 people in South Africa.
Small business has an estimated audience of 2,670,897 people in South Africa. 52.9% are female, 47.1% are male, average age 37.4. Top brand affinities: Innovation, Drop shipping, Malt whisky, Private equity, Massive open online course.
Top brand affinities include Innovation, Drop shipping, Malt whisky, with strongest over-indexing on Innovation (1.84× the country average).
Demographically, the Small business audience skews balanced with an average age of 37.4, and over-indexes on personality traits such as Sustainability, Indulgence.
The typical Small business fan in South Africa is balanced, around 37.4 years old, with strong Sustainability tendencies and a notable affinity for Innovation.
The key figures that characterise the Small business profile in South Africa.
52.9% are female, 47.1% are male, average age 37.4.
| Metric | Value |
|---|---|
| Female | 52.9% |
| Male | 47.1% |
| Average age | 37.4 |
| Estimated audience size | 2,670,897 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Small business audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
The strongest cross-interests of the Small business audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Innovation | Business & Career | 1.84× | ||
| 02 | Sustainable clothing | Fashion & Accessoires | 1.77× | ||
| 03 | Private equity | Business & Career | 1.76× | ||
| 04 | Porsche Boxster | Cars & Mobility | 1.69× | ||
| 05 | Derivative (finance) | Business & Career | 1.65× | ||
| 06 | Coworking | Business & Career | 1.65× | ||
| 07 | Massive open online course | Business & Career | 1.63× | ||
| 08 | Tory Burch | Fashion & Accessoires | 1.60× | ||
| 09 | Microsoft Azure | Technology & Electronics | 1.59× | ||
| 10 | Malt whisky | Food & Beverages | 1.57× | ||
| 11 | Social shopping | Shopping | 1.57× | ||
| 12 | Hyatt | Travel & Leisure | 1.56× | ||
| 13 | Harvard Business Review | Business & Career | 1.55× | ||
| 14 | Drop shipping | Shopping | 1.52× | ||
| 15 | Patagonia | Fashion & Accessoires | 1.52× | ||
| 16 | Net-a-Porter | Shopping | 1.52× | ||
| 17 | Bottega Veneta | Fashion & Accessoires | 1.52× | ||
| 18 | Zero waste | Home & Garden | 1.51× | ||
| 19 | Kenzo | Fashion & Accessoires | 1.50× | ||
| 20 | Maison Margiela | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.36× | |
| Indulgence | JOY | 1.35× | |
| Career Orientation | POWER | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.67× | |
| Social Media Usage | JOY | 0.84× | |
| Tradition | CONSERVATISM | 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 Small business. 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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