A data profile of the people who buy, follow and care about Soul in South Africa — modelled from more than twelve digital signal sources. Soul has an estimated audience of 1,053,867 people in South Africa.
Soul has an estimated audience of 1,053,867 people in South Africa. 64.4% are female, 35.6% are male, average age 37.5. Top brand affinities: Catholic Church, Anti-lock braking system, Optimism, Buddhism, Breast Cancer awareness.
Top brand affinities include Catholic Church, Anti-lock braking system, Optimism, with strongest over-indexing on Catholic Church (1.92× the country average).
Demographically, the Soul audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Indulgence, Spirituality.
The typical Soul fan in South Africa is more female, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Catholic Church.
The key figures that characterise the Soul profile in South Africa.
64.4% are female, 35.6% are male, average age 37.5.
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 37.5 |
| Estimated audience size | 1,053,867 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 21% | |
| 30-39 | 15% | |
| 40-49 | 15% | |
| 50+ | 22% |
of the worldwide Soul audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 25.3% |
| Brazil | 4.1% |
| United Kingdom | 4.0% |
The strongest cross-interests of the Soul audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Optimism | Business & Career | 2.36× | ||
| 02 | Kippah | Fashion & Accessoires | 2.11× | ||
| 03 | Copa América | Sports | 1.96× | ||
| 04 | Catholic Church | Politics & Society | 1.92× | ||
| 05 | Old Testament | Politics & Society | 1.89× | ||
| 06 | Franz Ferdinand (band) | Music & Radio | 1.89× | ||
| 07 | Anti-lock braking system | Cars & Mobility | 1.71× | ||
| 08 | Alanis Morissette | Music & Radio | 1.64× | ||
| 09 | Fritos | Food & Beverages | 1.63× | ||
| 10 | Schnapps | Food & Beverages | 1.61× | ||
| 11 | New England Revolution | Sports | 1.58× | ||
| 12 | Buddhism | Health | 1.54× | ||
| 13 | Breast Cancer awareness | Health | 1.54× | ||
| 14 | Soy milk | Food & Beverages | 1.53× | ||
| 15 | Stevia | Food & Beverages | 1.52× | ||
| 16 | Duty-free shop | Beauty & Wellness | 1.52× | ||
| 17 | Urology | Health | 1.51× | ||
| 18 | Pescetarianism | Food & Beverages | 1.51× | ||
| 19 | Philippe Starck | Home & Garden | 1.51× | ||
| 20 | Buffy the Vampire Slayer | Movies & TV | 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× | |
| Spirituality | BALANCE | 1.34× | |
| Tradition | CONSERVATISM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.76× | |
| Risk Appetite | THRILL | 0.84× | |
| Luxury Orientation | PREMIUM | 0.84× |
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 Soul. 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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