A data profile of the people who buy, follow and care about Wig in South Africa — modelled from more than twelve digital signal sources. Wig has an estimated audience of 1,532,204 people in South Africa.
Wig has an estimated audience of 1,532,204 people in South Africa. 73.8% are female, 26.2% are male, average age 33.7. Top brand affinities: Skin care, Hair care, Beauty salons, Hair conditioner, Personal care.
Top brand affinities include Skin care, Hair care, Beauty salons, with strongest over-indexing on Skin care (2.23× the country average).
Demographically, the Wig audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Indulgence, Price Sensitivity.
The typical Wig fan in South Africa is more female, around 33.7 years old, with strong Indulgence tendencies and a notable affinity for Skin care.
The key figures that characterise the Wig profile in South Africa.
73.8% are female, 26.2% are male, average age 33.7.
| Metric | Value |
|---|---|
| Female | 73.8% |
| Male | 26.2% |
| Average age | 33.7 |
| Estimated audience size | 1,532,204 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 29% | |
| 30-39 | 17% | |
| 40-49 | 9% | |
| 50+ | 14% |
of the worldwide Wig audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 32.4% |
| United Kingdom | 4.6% |
| Japan | 4.6% |
The strongest cross-interests of the Wig audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Artificial nails | Beauty & Wellness | 3.08× | ||
| 02 | Eye shadow | Beauty & Wellness | 3.08× | ||
| 03 | Hair conditioner | Beauty & Wellness | 3.02× | ||
| 04 | Eye liner | Beauty & Wellness | 2.90× | ||
| 05 | Eyelash extensions | Beauty & Wellness | 2.84× | ||
| 06 | Hair iron | Beauty & Wellness | 2.71× | ||
| 07 | Nail salon | Beauty & Wellness | 2.59× | ||
| 08 | Manicure | Beauty & Wellness | 2.40× | ||
| 09 | Hair care | Beauty & Wellness | 2.37× | ||
| 10 | Skin care | Beauty & Wellness | 2.23× | ||
| 11 | Natural skin care | Beauty & Wellness | 2.22× | ||
| 12 | High-net-worth individual | Business & Career | 2.17× | ||
| 13 | Cupcake | Food & Beverages | 2.12× | ||
| 14 | Children's clothing | Fashion & Accessoires | 1.91× | ||
| 15 | Handbags | Fashion & Accessoires | 1.78× | ||
| 16 | Personal care | Health | 1.71× | ||
| 17 | Beauty salons | Beauty & Wellness | 1.59× | ||
| 18 | Discount stores | Shopping | 1.56× | ||
| 19 | Boutiques | Fashion & Accessoires | 1.53× | ||
| 20 | Fragrances | Beauty & Wellness | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.03× | |
| Price Sensitivity | PREMIUM | 1.57× | |
| Design Affinity | PREMIUM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.79× | |
| Early Adopter Mentality | POWER | 0.92× | |
| Risk Appetite | THRILL | 0.96× |
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 Wig. 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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