Rascasse Audience Intelligence

Sub-Saharan Africa Audience in South Africa

A data profile of the people who buy, follow and care about Sub-Saharan Africa in South Africa — modelled from more than twelve digital signal sources. Sub-Saharan Africa has an estimated audience of 1,013,322 people in South Africa.

#5among Region in South Africa
#40among POI in South Africa
#65in Travel & Leisure

Sub-Saharan Africa has an estimated audience of 1,013,322 people in South Africa. 53.7% are female, 46.3% are male, average age 38.7. Top brand affinities: Innovation, UNESCO, Department store, Dow Jones Industrial Average, Walmart.

Top brand affinities include Innovation, UNESCO, Department store, with strongest over-indexing on Innovation (1.56× the country average).

Demographically, the Sub-Saharan Africa audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Indulgence, Career Orientation.

The typical Sub-Saharan Africa fan in South Africa is balanced, around 38.7 years old, with strong Indulgence tendencies and a notable affinity for Innovation.

Category: Travel & Leisure · Type: POI · Subtype: Region

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Sub-Saharan Africa profile in South Africa.

Audience size
1M
in South Africa
Gender
53.7%♀
46.3% male
Age
38.7
average years
Country rank
#754
POI in South Africa
Fig. 01

Search interest · 12-month trend

-19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sub-Saharan Africa fans

53.7% are female, 46.3% are male, average age 38.7.

Fig. 02

Gender split

53.7%
Female
46.3%
Male
Demographic split for Sub-Saharan Africa audience in South Africa
MetricValue
Female53.7%
Male46.3%
Average age38.7
Estimated audience size1,013,322
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Sub-Saharan Africa audience in South Africa
Age bracketShare%
16-1918%
20-2925%
30-3921%
40-4914%
50+22%
Fig. 04

Worldwide distribution

8.1%

of the worldwide Sub-Saharan Africa audience comes from South Africa.

Worldwide audience distribution share by country for Sub-Saharan Africa
CountryShare
United States11.6%
Ethiopia9.7%
South Africa8.1%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sub-Saharan Africa audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sub-Saharan Africa audience
#·InterestCategoryAffinity×
01UNESCOPolitics & Society4.08×
02Malt whiskyFood & Beverages2.25×
03Dow Jones Industrial AverageBusiness & Career2.15×
04HostelTravel & Leisure2.12×
05Turkish AirlinesTravel & Leisure2.12×
06WalmartShopping2.04×
07Mineral waterFood & Beverages2.00×
08BirkenstockFashion & Accessoires1.96×
09ProseccoFood & Beverages1.90×
10British AirwaysTravel & Leisure1.80×
11Single malt whiskyFood & Beverages1.79×
12Department storeShopping1.73×
13Crystal Palace F.C.Sports1.73×
14Qatar AirwaysTravel & Leisure1.71×
15ZooKids & Family1.67×
16HisenseTechnology & Electronics1.59×
17InnovationBusiness & Career1.56×
18EmiratesTravel & Leisure1.54×
19Sustainable energyHome & Garden1.51×
20JudaismPolitics & Society1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sub-Saharan Africa audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sub-Saharan Africa audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.38×
Career OrientationPOWER1.38×
Convenience OrientationPREMIUM1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sub-Saharan Africa audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.68×
MindfulnessBALANCE0.73×
Risk AppetiteTHRILL0.73×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for Sub-Saharan Africa. 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.

About this audience profile

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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