A data profile of the people who buy, follow and care about Mattress in Belgium — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 1,424,788 people in Belgium.
Mattress has an estimated audience of 1,424,788 people in Belgium. 67.0% are female, 33.0% are male, average age 44.8. Top brand affinities: Kruidvat, Bedding, Brico, Furniture, Bed.
Top brand affinities include Kruidvat, Bedding, Brico, with strongest over-indexing on Kruidvat (1.59× the country average).
Demographically, the Mattress audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Sustainability, Urban Lifestyle.
The typical Mattress fan in Belgium is more female, around 44.8 years old, with strong Sustainability tendencies and a notable affinity for Kruidvat.
The key figures that characterise the Mattress profile in Belgium.
67.0% are female, 33.0% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 67.0% |
| Male | 33.0% |
| Average age | 44.8 |
| Estimated audience size | 1,424,788 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 18% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Mattress audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed frame | Home & Garden | 3.48× | ||
| 02 | Bedding | Home & Garden | 3.01× | ||
| 03 | Sofa bed | Home & Garden | 3.01× | ||
| 04 | Bed sheet | Home & Garden | 2.94× | ||
| 05 | Blanket | Home & Garden | 2.93× | ||
| 06 | Pillow | Home & Garden | 2.57× | ||
| 07 | Bed | Home & Garden | 2.07× | ||
| 08 | Sleep | Health | 2.07× | ||
| 09 | Bedroom | Home & Garden | 1.93× | ||
| 10 | Chair | Home & Garden | 1.83× | ||
| 11 | Instant messaging | Internet & Social Media | 1.67× | ||
| 12 | Discounts and allowances | Shopping | 1.61× | ||
| 13 | Discount stores | Shopping | 1.60× | ||
| 14 | Coupons | Shopping | 1.60× | ||
| 15 | Kruidvat | Shopping | 1.59× | ||
| 16 | Shopping malls | Shopping | 1.59× | ||
| 17 | Brico | Home & Garden | 1.57× | ||
| 18 | Furniture | Home & Garden | 1.55× | ||
| 19 | Sales promotion | Shopping | 1.51× | ||
| 20 | Home Appliances | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.16× | |
| Urban Lifestyle | OPEN | 1.12× | |
| Early Adopter Mentality | POWER | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.67× | |
| Design Affinity | PREMIUM | 0.83× | |
| Social Media Usage | JOY | 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 Mattress. 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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