A data profile of the people who buy, follow and care about United States in South Africa — modelled from more than twelve digital signal sources. United States has an estimated audience of 1,328,906 people in South Africa.
United States has an estimated audience of 1,328,906 people in South Africa. 50.5% are female, 49.5% are male, average age 38.7. Top brand affinities: Bologna F.C. 1909, Cannes Film Festival, Boat show, Porsche Boxster, Patagonia.
Top brand affinities include Bologna F.C. 1909, Cannes Film Festival, Boat show, with strongest over-indexing on Bologna F.C. 1909 (1.62× the country average).
Demographically, the United States audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Indulgence, Sustainability.
The typical United States fan in South Africa is balanced, around 38.7 years old, with strong Indulgence tendencies and a notable affinity for Bologna F.C. 1909.
The key figures that characterise the United States profile in South Africa.
50.5% are female, 49.5% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 38.7 |
| Estimated audience size | 1,328,906 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 16% | |
| 50+ | 23% |
of the worldwide United States audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 37.4% |
| Brazil | 4.5% |
| Mexico | 3.9% |
The strongest cross-interests of the United States audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Porsche Boxster | Cars & Mobility | 1.79× | ||
| 02 | Atlanta United FC | Sports | 1.70× | ||
| 03 | Boat show | Travel & Leisure | 1.64× | ||
| 04 | Toronto FC | Sports | 1.64× | ||
| 05 | Bologna F.C. 1909 | Sports | 1.62× | ||
| 06 | Kenzo | Fashion & Accessoires | 1.62× | ||
| 07 | Kippah | Fashion & Accessoires | 1.62× | ||
| 08 | Cannes Film Festival | Movies & TV | 1.56× | ||
| 09 | Malaysia Airlines | Travel & Leisure | 1.56× | ||
| 10 | Emigration | Politics & Society | 1.56× | ||
| 11 | Patagonia | Fashion & Accessoires | 1.55× | ||
| 12 | Lidl | Shopping | 1.55× | ||
| 13 | Kick scooter | Cars & Mobility | 1.55× | ||
| 14 | Vietnam Airlines | Travel & Leisure | 1.55× | ||
| 15 | Indianapolis Colts | Sports | 1.54× | ||
| 16 | Pittsburgh Steelers | Sports | 1.54× | ||
| 17 | Will Ferrell | Movies & TV | 1.53× | ||
| 18 | Better Call Saul | Movies & TV | 1.52× | ||
| 19 | NBA 2K | Games | 1.50× | ||
| 20 | New Orleans Pelicans | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.27× | |
| Sustainability | BALANCE | 1.18× | |
| Travelling | THRILL | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.75× | |
| Social Media Usage | JOY | 0.81× | |
| Risk Appetite | THRILL | 0.82× |
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 United States. 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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