A data profile of the people who buy, follow and care about Bpost in Belgium — modelled from more than twelve digital signal sources. Bpost has an estimated audience of 2,864,715 people in Belgium.
Bpost has an estimated audience of 2,864,715 people in Belgium. 62.3% are female, 37.7% are male, average age 39.8. Top brand affinities: Brussels Airlines, WhatsApp, BNP Paribas Fortis, Orange, Luxembourg.
Top brand affinities include Brussels Airlines, WhatsApp, BNP Paribas Fortis, with strongest over-indexing on Brussels Airlines (2.15× the country average).
Demographically, the Bpost audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Patriotism, Need for Security.
The typical Bpost fan in Belgium is more female, around 39.8 years old, with strong Patriotism tendencies and a notable affinity for Brussels Airlines.
The key figures that characterise the Bpost profile in Belgium.
62.3% are female, 37.7% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 62.3% |
| Male | 37.7% |
| Average age | 39.8 |
| Estimated audience size | 2,864,715 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 19% | |
| 50+ | 24% |
The strongest cross-interests of the Bpost audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Brussels Airlines | Travel & Leisure | 2.15× | ||
| 02 | BNP Paribas Fortis | Business & Career | 2.15× | ||
| 03 | Orange | Technology & Electronics | 2.15× | ||
| 04 | Milk | Food & Beverages | 2.15× | ||
| 05 | Eurostar | Cars & Mobility | 2.15× | ||
| 06 | Desserts | Food & Beverages | 1.92× | ||
| 07 | Lodging | Travel & Leisure | 1.92× | ||
| 08 | Casino | Games | 1.87× | ||
| 09 | Sunweb | Travel & Leisure | 1.81× | ||
| 10 | Pizza | Food & Beverages | 1.78× | ||
| 11 | Jumbo (supermarket) | Shopping | 1.72× | ||
| 12 | Pastry | Food & Beverages | 1.68× | ||
| 13 | Cheese | Food & Beverages | 1.65× | ||
| 14 | Breakfast | Food & Beverages | 1.61× | ||
| 15 | Fnac | Shopping | 1.60× | ||
| 16 | Black Friday (shopping) | Shopping | 1.54× | ||
| 17 | Weddings | Kids & Family | 1.54× | ||
| 18 | Internet & Social Media | 1.53× | |||
| 19 | Bol.com | Shopping | 1.53× | ||
| 20 | Luxembourg | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.47× | |
| Need for Security | CONSERVATISM | 1.33× | |
| Price Sensitivity | PREMIUM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.84× | |
| Healthy Lifestyle | BALANCE | 0.87× | |
| Design Affinity | PREMIUM | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Bpost. 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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