A data profile of the people who buy, follow and care about Wallonia in Belgium — modelled from more than twelve digital signal sources. Wallonia has an estimated audience of 2,115,390 people in Belgium.
The average Wallonia fan in Belgium is 40.5 years old, more female, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, Liege, Province of Namur.
Top brand affinities include Pharmacy, Credit (finance), Outlet store, with strongest over-indexing on Pharmacy (1.57× the country average).
Demographically, the Wallonia audience skews more female with an average age of 40.5, and over-indexes on personality traits such as DIY Mentality, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Wallonia fan in Belgium is more female, around 40.5 years old, with strong DIY Mentality tendencies and a notable affinity for Pharmacy.
The key figures that characterise the Wallonia profile in Belgium.
56.6% are female, 43.4% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 40.5 |
| Estimated audience size | 2,115,390 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 24% |
Where the Wallonia audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Province of Namur | ~200K | 1.65× | |
| 02 | Liege | ~300K | 1.45× | |
| 03 | Walloon Brabant | ~70K | 1.36× | |
| 04 | Hainaut | ~300K | 1.35× | |
| 05 | Luxembourg | ~70K | 1.32× | |
| 06 | Brussels | ~200K | 1.03× | |
| 07 | Flemish Brabant | ~100K | 0.68× | |
| 08 | West Flanders | ~100K | 0.59× | |
| 09 | Antwerp | ~100K | 0.56× | |
| 10 | East Flanders | ~100K | 0.54× | |
| 11 | Limburg | ~50K | 0.53× |
The strongest cross-interests of the Wallonia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | OGC Nice | Sports | 1.87× | ||
| 02 | Brooklyn Nets | Sports | 1.84× | ||
| 03 | Torino F.C. | Sports | 1.83× | ||
| 04 | FC Nantes | Sports | 1.79× | ||
| 05 | Outlet store | Shopping | 1.76× | ||
| 06 | Olympique de Marseille | Sports | 1.70× | ||
| 07 | Chrono24 | Shopping | 1.69× | ||
| 08 | Butcher | Food & Beverages | 1.68× | ||
| 09 | Credit (finance) | Business & Career | 1.67× | ||
| 10 | Encyclopedia | Literature | 1.65× | ||
| 11 | Volkswagen Beetle | Cars & Mobility | 1.62× | ||
| 12 | Multi-tool | Home & Garden | 1.61× | ||
| 13 | Toyota Aygo | Cars & Mobility | 1.61× | ||
| 14 | ELISABETTA FRANCHI | Fashion & Accessoires | 1.60× | ||
| 15 | Pharmacy | Business & Career | 1.57× | ||
| 16 | Valencia CF | Sports | 1.57× | ||
| 17 | Disney on Ice | Travel & Leisure | 1.55× | ||
| 18 | Luc Besson | Movies & TV | 1.53× | ||
| 19 | Pub | Food & Beverages | 1.51× | ||
| 20 | Olympique Lyonnais | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.42× | |
| Tradition | CONSERVATISM | 1.35× | |
| Need for Security | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.78× | |
| Family Orientation | CONSERVATISM | 0.78× | |
| Career Orientation | POWER | 0.82× |
Wallonia has an estimated audience of 2,115,390 people in Belgium, concentrated in Hainaut and Liege.
56.6% of Wallonia fans are female, 43.4% are male, with an average age of 40.5 years.
Wallonia fans show strongest brand affinity for Pharmacy (1.57×), Credit (finance) (1.67×), and Outlet store (1.76×) over the country average.
Wallonia fans in Belgium are most concentrated in Hainaut (reach ~300K), Liege (reach ~300K), and Province of Namur (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Wallonia itself, the audience over-indexes on Credit (finance) (1.67×), Outlet store (1.76×), Butcher (1.68×), and Pub (1.51×) 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 Wallonia. 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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