A data profile of the people who buy, follow and care about Thought in South Africa — modelled from more than twelve digital signal sources. Thought has an estimated audience of 976,553 people in South Africa.
Thought has an estimated audience of 976,553 people in South Africa. 60.3% are female, 39.7% are male, average age 35.4. Top brand affinities: Hostel, Meghan Markle, Birkenstock, Jennifer Aniston, Tom Hardy.
Top brand affinities include Hostel, Meghan Markle, Birkenstock, with strongest over-indexing on Hostel (1.57× the country average).
Demographically, the Thought audience skews more female with an average age of 35.4, and over-indexes on personality traits such as Indulgence, Tradition.
The typical Thought fan in South Africa is more female, around 35.4 years old, with strong Indulgence tendencies and a notable affinity for Hostel.
The key figures that characterise the Thought profile in South Africa.
60.3% are female, 39.7% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 35.4 |
| Estimated audience size | 976,553 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 21% | |
| 30-39 | 15% | |
| 40-49 | 12% | |
| 50+ | 19% |
of the worldwide Thought audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 27.8% |
| Italy | 5.2% |
| United Kingdom | 4.5% |
The strongest cross-interests of the Thought audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | United Airlines | Travel & Leisure | 1.81× | ||
| 02 | Meryl Streep | Movies & TV | 1.74× | ||
| 03 | NASCAR | Sports | 1.73× | ||
| 04 | Tom Hardy | Movies & TV | 1.67× | ||
| 05 | Buddhism | Health | 1.64× | ||
| 06 | Meghan Markle | Fashion & Accessoires | 1.63× | ||
| 07 | Emma Watson | Movies & TV | 1.63× | ||
| 08 | Robbie Williams | Music & Radio | 1.61× | ||
| 09 | Massive open online course | Business & Career | 1.58× | ||
| 10 | Minions (film) | Movies & TV | 1.58× | ||
| 11 | Hostel | Travel & Leisure | 1.57× | ||
| 12 | Mission: Impossible | Movies & TV | 1.57× | ||
| 13 | Slow cooker | Food & Beverages | 1.56× | ||
| 14 | Jennifer Lawrence | Movies & TV | 1.55× | ||
| 15 | Nobel Peace Prize | Politics & Society | 1.55× | ||
| 16 | Singapore Airlines | Travel & Leisure | 1.54× | ||
| 17 | Jennifer Aniston | Movies & TV | 1.53× | ||
| 18 | Channing Tatum | Movies & TV | 1.53× | ||
| 19 | Birkenstock | Fashion & Accessoires | 1.52× | ||
| 20 | Phil Collins | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.43× | |
| Tradition | CONSERVATISM | 1.37× | |
| Spirituality | BALANCE | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.70× | |
| Luxury Orientation | PREMIUM | 0.83× | |
| Social Media Usage | JOY | 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 Thought. 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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