A data profile of the people who buy, follow and care about The Sowetan in South Africa — modelled from more than twelve digital signal sources. The Sowetan has an estimated audience of 1,122,456 people in South Africa.
The Sowetan has an estimated audience of 1,122,456 people in South Africa. 52.2% are female, 47.8% are male, average age 37.3. Top brand affinities: Family car, City car, High-net-worth individual, Innovation, Bedroom furniture.
Top brand affinities include Family car, City car, High-net-worth individual, with strongest over-indexing on Family car (1.71× the country average).
Demographically, the The Sowetan audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Quality Awareness, Career Orientation.
The typical The Sowetan fan in South Africa is balanced, around 37.3 years old, with strong Quality Awareness tendencies and a notable affinity for Family car.
The key figures that characterise the The Sowetan profile in South Africa.
52.2% are female, 47.8% are male, average age 37.3.
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 37.3 |
| Estimated audience size | 1,122,456 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 22% |
The strongest cross-interests of the The Sowetan audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.12× | ||
| 02 | Mid-size car | Cars & Mobility | 1.98× | ||
| 03 | High-net-worth individual | Business & Career | 1.93× | ||
| 04 | BB cream | Beauty & Wellness | 1.93× | ||
| 05 | City car | Cars & Mobility | 1.90× | ||
| 06 | Smirnoff | Food & Beverages | 1.75× | ||
| 07 | Mobile banking | Business & Career | 1.72× | ||
| 08 | Family car | Cars & Mobility | 1.71× | ||
| 09 | Projectors | Technology & Electronics | 1.71× | ||
| 10 | Single malt whisky | Food & Beverages | 1.63× | ||
| 11 | Nike+ | Sports | 1.63× | ||
| 12 | Smart device | Technology & Electronics | 1.58× | ||
| 13 | Bedroom furniture | Home & Garden | 1.57× | ||
| 14 | Johnnie Walker | Food & Beverages | 1.57× | ||
| 15 | Citroën | Cars & Mobility | 1.55× | ||
| 16 | Smoked meat | Food & Beverages | 1.55× | ||
| 17 | Innovation | Business & Career | 1.52× | ||
| 18 | Puma | Fashion & Accessoires | 1.51× | ||
| 19 | Crystal Palace F.C. | Sports | 1.50× | ||
| 20 | Toyota Yaris | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.33× | |
| Career Orientation | POWER | 1.31× | |
| Convenience Orientation | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.64× | |
| Creativity | OPEN | 0.83× | |
| Mindfulness | BALANCE | 0.85× |
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 The Sowetan. 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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