A data profile of the people who buy, follow and care about Wealth in South Africa — modelled from more than twelve digital signal sources. Wealth has an estimated audience of 2,417,647 people in South Africa.
Wealth has an estimated audience of 2,417,647 people in South Africa. 53.6% are female, 46.4% are male, average age 37.6. Top brand affinities: Passive income, Private equity, Block chain (database), Feng shui, Smart (automobile).
Top brand affinities include Passive income, Private equity, Block chain (database), with strongest over-indexing on Passive income (1.64× the country average).
Demographically, the Wealth audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Wealth fan in South Africa is balanced, around 37.6 years old, with strong Indulgence tendencies and a notable affinity for Passive income.
The key figures that characterise the Wealth profile in South Africa.
53.6% are female, 46.4% are male, average age 37.6.
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 37.6 |
| Estimated audience size | 2,417,647 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 13% | |
| 50+ | 21% |
of the worldwide Wealth audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 27.7% |
| United Kingdom | 5.5% |
| India | 5.0% |
The strongest cross-interests of the Wealth audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Smart (automobile) | Cars & Mobility | 1.94× | ||
| 02 | Amazon Echo | Technology & Electronics | 1.70× | ||
| 03 | Schnapps | Food & Beverages | 1.70× | ||
| 04 | Passive income | Business & Career | 1.64× | ||
| 05 | Expo 2020 | Travel & Leisure | 1.62× | ||
| 06 | Block chain (database) | Technology & Electronics | 1.55× | ||
| 07 | Feng shui | Health | 1.55× | ||
| 08 | Playmobil | Kids & Family | 1.53× | ||
| 09 | Private equity | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.31× | |
| Career Orientation | POWER | 1.30× | |
| Quality Awareness | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.80× | |
| Social Media Usage | JOY | 0.89× | |
| Mindfulness | BALANCE | 0.91× |
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 Wealth. 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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