A data profile of the people who buy, follow and care about Virtue in South Africa — modelled from more than twelve digital signal sources. Virtue has an estimated audience of 1,329,784 people in South Africa.
Virtue has an estimated audience of 1,329,784 people in South Africa. 62.3% are female, 37.7% are male, average age 35.6. Top brand affinities: Buddhism, Late-night talk show, romantic comedies, Emma Watson, Optimism.
Top brand affinities include Buddhism, Late-night talk show, romantic comedies, with strongest over-indexing on Buddhism (1.58× the country average).
Demographically, the Virtue audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Spirituality, Extroversion.
The typical Virtue fan in South Africa is more female, around 35.6 years old, with strong Spirituality tendencies and a notable affinity for Buddhism.
The key figures that characterise the Virtue profile in South Africa.
62.3% are female, 37.7% are male, average age 35.6.
| Metric | Value |
|---|---|
| Female | 62.3% |
| Male | 37.7% |
| Average age | 35.6 |
| Estimated audience size | 1,329,784 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 23% | |
| 30-39 | 16% | |
| 40-49 | 12% | |
| 50+ | 19% |
of the worldwide Virtue audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.9% |
| Italy | 6.7% |
| Brazil | 5.1% |
The strongest cross-interests of the Virtue audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Alanis Morissette | Music & Radio | 1.71× | ||
| 02 | Deutsche Welle | Music & Radio | 1.69× | ||
| 03 | Buffy the Vampire Slayer | Movies & TV | 1.67× | ||
| 04 | Late-night talk show | Movies & TV | 1.65× | ||
| 05 | Optimism | Business & Career | 1.65× | ||
| 06 | Emma Watson | Movies & TV | 1.63× | ||
| 07 | romantic comedies | Movies & TV | 1.60× | ||
| 08 | Buddhism | Health | 1.58× | ||
| 09 | Freedom of thought | Politics & Society | 1.55× | ||
| 10 | New England Revolution | Sports | 1.54× | ||
| 11 | Altruism | Politics & Society | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.23× | |
| Extroversion | THRILL | 1.11× | |
| Tradition | CONSERVATISM | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.69× | |
| Social Media Usage | JOY | 0.87× | |
| Risk Appetite | THRILL | 0.87× |
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 Virtue. 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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