A data profile of the people who buy, follow and care about Know-how in Spain — modelled from more than twelve digital signal sources. Know-how has an estimated audience of 4,059,141 people in Spain.
Know-how has an estimated audience of 4,059,141 people in Spain. 65.7% are female, 34.3% are male, average age 47.1. Top brand affinities: Aldi, IBEX 35, Volunteering, Real property, Robert De Niro.
Top brand affinities include Aldi, IBEX 35, Volunteering, with strongest over-indexing on Aldi (2.52× the country average).
Demographically, the Know-how audience skews more female with an average age of 47.1, and over-indexes on personality traits such as Family Orientation, Need for Security.
The typical Know-how fan in Spain is more female, around 47.1 years old, with strong Family Orientation tendencies and a notable affinity for Aldi.
The key figures that characterise the Know-how profile in Spain.
65.7% are female, 34.3% are male, average age 47.1.
| Metric | Value |
|---|---|
| Female | 65.7% |
| Male | 34.3% |
| Average age | 47.1 |
| Estimated audience size | 4,059,141 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 11% | |
| 30-39 | 22% | |
| 40-49 | 30% | |
| 50+ | 34% |
The strongest cross-interests of the Know-how audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Robert De Niro | Movies & TV | 5.00× | ||
| 02 | Al Pacino | Movies & TV | 5.00× | ||
| 03 | Daniel Craig | Movies & TV | 5.00× | ||
| 04 | Alexander Skarsgård | Movies & TV | 4.92× | ||
| 05 | Rayo Vallecano | Travel & Leisure | 3.46× | ||
| 06 | Volunteering | Politics & Society | 3.15× | ||
| 07 | Real property | Home & Garden | 2.70× | ||
| 08 | Aldi | Shopping | 2.52× | ||
| 09 | Lunch | Food & Beverages | 2.42× | ||
| 10 | Dentistry | Business & Career | 2.36× | ||
| 11 | IBEX 35 | Business & Career | 2.30× | ||
| 12 | TripAdvisor | Travel & Leisure | 2.29× | ||
| 13 | Badoo | Internet & Social Media | 2.25× | ||
| 14 | Caixabank | Business & Career | 2.01× | ||
| 15 | Anthropology | Business & Career | 1.80× | ||
| 16 | Organic food | Food & Beverages | 1.62× | ||
| 17 | Pharmacy | Business & Career | 1.62× | ||
| 18 | Home Appliances | Home & Garden | 1.56× | ||
| 19 | IKEA | Home & Garden | 1.53× | ||
| 20 | Insurance | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.50× | |
| Need for Security | CONSERVATISM | 1.47× | |
| Quality Awareness | PREMIUM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.81× | |
| Healthy Lifestyle | BALANCE | 0.90× | |
| Extroversion | THRILL | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Know-how. 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 Spain. 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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