A data profile of the people who buy, follow and care about Walking in Belgium — modelled from more than twelve digital signal sources. Walking has an estimated audience of 1,602,615 people in Belgium.
The average Walking fan in Belgium is 48.3 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, Flemish Brabant.
Top brand affinities include Nature, Flanders, History, with strongest over-indexing on Nature (1.67× the country average).
Demographically, the Walking audience skews more female with an average age of 48.3, and over-indexes on personality traits such as Price Sensitivity, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Walking fan in Belgium is more female, around 48.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Nature.
The key figures that characterise the Walking profile in Belgium.
57.5% are female, 42.5% are male, average age 48.3.
| Metric | Value |
|---|---|
| Female | 57.5% |
| Male | 42.5% |
| Average age | 48.3 |
| Estimated audience size | 1,602,615 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 11% | |
| 30-39 | 15% | |
| 40-49 | 24% | |
| 50+ | 45% |
of the worldwide Walking audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 21.5% |
| United Kingdom | 10.6% |
| Italy | 5.5% |
Where the Walking audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Flanders | ~200K | 1.12× | |
| 02 | Brussels | ~100K | 1.11× | |
| 03 | Flemish Brabant | ~100K | 1.09× | |
| 04 | West Flanders | ~100K | 1.07× | |
| 05 | Walloon Brabant | ~40K | 1.04× | |
| 06 | Liege | ~100K | 1.03× | |
| 07 | Antwerp | ~200K | 1.02× | |
| 08 | Luxembourg | ~40K | 0.97× | |
| 09 | Limburg | ~70K | 0.95× | |
| 10 | Province of Namur | ~70K | 0.90× | |
| 11 | Hainaut | ~100K | 0.88× |
The strongest cross-interests of the Walking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bicycle touring | Sports | 2.59× | ||
| 02 | Center Parcs | Travel & Leisure | 2.08× | ||
| 03 | Outdoor enthusiast | Sports | 2.05× | ||
| 04 | Flanders | Travel & Leisure | 1.95× | ||
| 05 | Jumbo (supermarket) | Shopping | 1.80× | ||
| 06 | Price | Shopping | 1.72× | ||
| 07 | Nature | Home & Garden | 1.67× | ||
| 08 | History | Literature | 1.66× | ||
| 09 | Mathieu Van der Poel | Sports | 1.66× | ||
| 10 | Camping | Travel & Leisure | 1.63× | ||
| 11 | Beaches | Travel & Leisure | 1.61× | ||
| 12 | Health care | Business & Career | 1.58× | ||
| 13 | Nonprofit organization | Politics & Society | 1.55× | ||
| 14 | Vacations | Travel & Leisure | 1.54× | ||
| 15 | Holiday | Travel & Leisure | 1.52× | ||
| 16 | Discounts and allowances | Shopping | 1.52× | ||
| 17 | Recreation | Travel & Leisure | 1.51× | ||
| 18 | Quality of life | Health | 1.51× | ||
| 19 | Agriculture | Business & Career | 1.51× | ||
| 20 | BNP Paribas Fortis | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.93× | |
| Travelling | THRILL | 1.08× | |
| Sustainability | BALANCE | 0.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.42× | |
| Patriotism | CONSERVATISM | 0.48× | |
| Early Adopter Mentality | POWER | 0.62× |
Walking has an estimated audience of 1,602,615 people in Belgium, concentrated in East Flanders and Antwerp.
57.5% of Walking fans are female, 42.5% are male, with an average age of 48.3 years.
Walking fans show strongest brand affinity for Nature (1.67×), Flanders (1.95×), and History (1.66×) over the country average.
Walking fans in Belgium are most concentrated in East Flanders (reach ~200K), Antwerp (reach ~200K), and Flemish Brabant (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Walking itself, the audience over-indexes on Flanders (1.95×), History (1.66×), Vacations (1.54×), and Camping (1.63×) 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 Walking. 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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