A data profile of the people who buy, follow and care about Flanders in Belgium — modelled from more than twelve digital signal sources. Flanders has an estimated audience of 2,846,768 people in Belgium.
Flanders has an estimated audience of 2,846,768 people in Belgium. 55.3% are female, 44.7% are male, average age 44.4. Top brand affinities: Bol.com, Crossword, Brussels Airlines, Vtm, Coolblue.
Top brand affinities include Bol.com, Crossword, Brussels Airlines, with strongest over-indexing on Bol.com (2.37× the country average).
Demographically, the Flanders audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Need for Security, Community Orientation.
The typical Flanders fan in Belgium is more female, around 44.4 years old, with strong Need for Security tendencies and a notable affinity for Bol.com.
The key figures that characterise the Flanders profile in Belgium.
55.3% are female, 44.7% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 44.4 |
| Estimated audience size | 2,846,768 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 36% |
of the worldwide Flanders audience comes from Belgium.
| Country | Share |
|---|---|
| Belgium | 39.4% |
| Netherlands | 20.1% |
| Spain | 8.9% |
The strongest cross-interests of the Flanders audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Crossword | Games | 4.00× | ||
| 02 | Bol.com | Shopping | 2.37× | ||
| 03 | Eén | Movies & TV | 2.18× | ||
| 04 | Musical film | Movies & TV | 2.14× | ||
| 05 | Vtm | Movies & TV | 2.12× | ||
| 06 | Walking | Sports | 1.95× | ||
| 07 | HEMA | Shopping | 1.85× | ||
| 08 | Center Parcs | Travel & Leisure | 1.85× | ||
| 09 | KV Mechelen | Sports | 1.85× | ||
| 10 | Lego | Kids & Family | 1.80× | ||
| 11 | Sunweb | Travel & Leisure | 1.75× | ||
| 12 | Brussels Airlines | Travel & Leisure | 1.67× | ||
| 13 | Kinepolis | Movies & TV | 1.67× | ||
| 14 | Customer service | Business & Career | 1.66× | ||
| 15 | Formula One | Sports | 1.64× | ||
| 16 | Amsterdam | Travel & Leisure | 1.62× | ||
| 17 | Children's clothing | Fashion & Accessoires | 1.62× | ||
| 18 | Michael Jackson | Music & Radio | 1.61× | ||
| 19 | Coolblue | Shopping | 1.60× | ||
| 20 | Primark | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.21× | |
| Community Orientation | OPEN | 1.20× | |
| Indulgence | JOY | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.90× | |
| Price Sensitivity | PREMIUM | 0.91× | |
| Convenience Orientation | PREMIUM | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Flanders. 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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