A data profile of the people who buy, follow and care about Bed in Belgium — modelled from more than twelve digital signal sources. Bed has an estimated audience of 2,264,092 people in Belgium.
The average Bed fan in Belgium is 44.6 years old, more female, and lives primarily in Antwerp.
The audience is concentrated in Antwerp, East Flanders, West Flanders.
Top brand affinities include IKEA, Box-spring, Home Appliances, with strongest over-indexing on IKEA (1.82× the country average).
Demographically, the Bed audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Quality Awareness, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Bed fan in Belgium is more female, around 44.6 years old, with strong Quality Awareness tendencies and a notable affinity for IKEA.
The key figures that characterise the Bed profile in Belgium.
64.9% are female, 35.1% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 64.9% |
| Male | 35.1% |
| Average age | 44.6 |
| Estimated audience size | 2,264,092 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 18% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Bed audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 16.7% |
| Japan | 5.5% |
| United Kingdom | 5.3% |
Where the Bed audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Antwerp | ~500K | 2.04× | |
| 02 | East Flanders | ~500K | 1.99× | |
| 03 | Limburg | ~200K | 1.98× | |
| 04 | West Flanders | ~400K | 1.93× | |
| 05 | Flemish Brabant | ~300K | 1.38× | |
| 06 | Luxembourg | ~50K | 0.79× | |
| 07 | Brussels | ~100K | 0.74× | |
| 08 | Walloon Brabant | ~40K | 0.74× | |
| 09 | Province of Namur | ~80K | 0.73× | |
| 10 | Liege | ~100K | 0.56× | |
| 11 | Hainaut | ~100K | 0.52× |
The strongest cross-interests of the Bed audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Box-spring | Home & Garden | 3.66× | ||
| 02 | Microwave oven | Home & Garden | 2.69× | ||
| 03 | Efficient energy use | Technology & Electronics | 2.49× | ||
| 04 | Garden furniture | Home & Garden | 2.30× | ||
| 05 | Kitchenware | Home & Garden | 2.16× | ||
| 06 | Blanket | Home & Garden | 2.12× | ||
| 07 | Mattress | Home & Garden | 2.07× | ||
| 08 | Home Appliances | Home & Garden | 1.93× | ||
| 09 | IKEA | Home & Garden | 1.82× | ||
| 10 | Shopping malls | Shopping | 1.80× | ||
| 11 | Children's clothing | Fashion & Accessoires | 1.80× | ||
| 12 | Lodging | Travel & Leisure | 1.78× | ||
| 13 | Refrigerator | Home & Garden | 1.75× | ||
| 14 | Sauna | Home & Garden | 1.63× | ||
| 15 | Organic food | Food & Beverages | 1.61× | ||
| 16 | Modern architecture | Arts & Culture | 1.59× | ||
| 17 | Renovation | Home & Garden | 1.58× | ||
| 18 | Innovation | Business & Career | 1.58× | ||
| 19 | Decorative arts | Arts & Culture | 1.54× | ||
| 20 | Pizza Hut | Food & Beverages | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.77× | |
| Design Affinity | PREMIUM | 1.57× | |
| Convenience Orientation | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.90× | |
| Social Media Usage | JOY | 0.92× | |
| Healthy Lifestyle | BALANCE | 0.95× |
Bed has an estimated audience of 2,264,092 people in Belgium, concentrated in Antwerp and East Flanders.
64.9% of Bed fans are female, 35.1% are male, with an average age of 44.6 years.
Bed fans show strongest brand affinity for IKEA (1.82×), Box-spring (3.66×), and Home Appliances (1.93×) over the country average.
Bed fans in Belgium are most concentrated in Antwerp (reach ~500K), East Flanders (reach ~500K), and West Flanders (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Bed itself, the audience over-indexes on Box-spring (3.66×), Home Appliances (1.93×), Renovation (1.58×), and Shopping malls (1.8×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Bed. 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 Belgium. 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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