A data profile of the people who buy, follow and care about Spirituality in South Africa — modelled from more than twelve digital signal sources. Spirituality has an estimated audience of 1,019,511 people in South Africa.
Spirituality has an estimated audience of 1,019,511 people in South Africa. 64.7% are female, 35.3% are male, average age 37.7. Top brand affinities: Meditation, Alternative medicine, Mindfulness, Hinduism, Buddhism.
Top brand affinities include Meditation, Alternative medicine, Mindfulness, with strongest over-indexing on Meditation (1.5× the country average).
Demographically, the Spirituality audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Mindfulness, Spirituality.
The typical Spirituality fan in South Africa is more female, around 37.7 years old, with strong Mindfulness tendencies and a notable affinity for Meditation.
The key figures that characterise the Spirituality profile in South Africa.
64.7% are female, 35.3% are male, average age 37.7.
| Metric | Value |
|---|---|
| Female | 64.7% |
| Male | 35.3% |
| Average age | 37.7 |
| Estimated audience size | 1,019,511 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 22% | |
| 30-39 | 18% | |
| 40-49 | 15% | |
| 50+ | 21% |
of the worldwide Spirituality audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.9% |
| Japan | 5.6% |
| Brazil | 4.6% |
The strongest cross-interests of the Spirituality audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Buddhism | Health | 2.07× | ||
| 02 | Hinduism | Politics & Society | 1.87× | ||
| 03 | Kenzo | Fashion & Accessoires | 1.82× | ||
| 04 | Tarot | Health | 1.80× | ||
| 05 | Gwyneth Paltrow | Movies & TV | 1.80× | ||
| 06 | Tom Hardy | Movies & TV | 1.79× | ||
| 07 | Will Ferrell | Movies & TV | 1.78× | ||
| 08 | Nobel Peace Prize | Politics & Society | 1.72× | ||
| 09 | Patagonia | Fashion & Accessoires | 1.71× | ||
| 10 | Cannes Film Festival | Movies & TV | 1.67× | ||
| 11 | Optimism | Business & Career | 1.61× | ||
| 12 | Anne Hathaway | Movies & TV | 1.60× | ||
| 13 | Social shopping | Shopping | 1.60× | ||
| 14 | Alternative medicine | Business & Career | 1.57× | ||
| 15 | Meryl Streep | Movies & TV | 1.57× | ||
| 16 | Mindfulness | Health | 1.56× | ||
| 17 | Emma Watson | Movies & TV | 1.56× | ||
| 18 | Clairvoyance | Politics & Society | 1.53× | ||
| 19 | Massive open online course | Business & Career | 1.52× | ||
| 20 | Meditation | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.56× | |
| Spirituality | BALANCE | 1.40× | |
| Indulgence | JOY | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.61× | |
| Social Media Usage | JOY | 0.86× | |
| Risk Appetite | THRILL | 0.86× |
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 Spirituality. 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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