A data profile of the people who buy, follow and care about Personal finance in Spain — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 14,368,322 people in Spain.
The average Personal finance fan in Spain is 46.2 years old, balanced, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include Insurance, Investment, IBEX 35, with strongest over-indexing on Insurance (2.15× the country average).
Demographically, the Personal finance audience skews balanced with an average age of 46.2, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Personal finance fan in Spain is balanced, around 46.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Insurance.
The key figures that characterise the Personal finance profile in Spain.
53.2% are female, 46.8% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 53.2% |
| Male | 46.8% |
| Average age | 46.2 |
| Estimated audience size | 14,368,322 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 27% | |
| 50+ | 35% |
of the worldwide Personal finance audience comes from Spain.
| Country | Share |
|---|---|
| United States | 19.6% |
| Japan | 5.0% |
| India | 4.7% |
Where the Personal finance audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | La Rioja | ~100K | 1.32× | |
| 02 | Cantabria | ~200K | 1.10× | |
| 03 | Navarre | ~200K | 1.08× | |
| 04 | Extremadura | ~300K | 1.05× | |
| 05 | Principality of Asturias | ~300K | 1.02× | |
| 06 | Region of Murcia | ~500K | 0.99× | |
| 07 | Aragon | ~400K | 0.99× | |
| 08 | Castilla-La Mancha | ~600K | 0.97× | |
| 09 | Balearic Islands | ~400K | 0.97× | |
| 10 | Castile and León | ~600K | 0.95× | |
| 11 | Canary Islands | ~700K | 0.94× | |
| 12 | Galicia | ~600K | 0.94× | |
| 13 | Basque Autonomous Country | ~500K | 0.94× | |
| 14 | Comunidad Valenciana | ~1.5M | 0.90× | |
| 15 | Andalusia | ~2.5M | 0.88× | |
| 16 | Catalonia | ~2M | 0.85× | |
| 17 | Community of Madrid | ~2M | 0.81× |
The strongest cross-interests of the Personal finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Discount card | Shopping | 2.55× | ||
| 02 | Starter home | Home & Garden | 2.22× | ||
| 03 | Property finder | Home & Garden | 2.20× | ||
| 04 | Insurance | Business & Career | 2.15× | ||
| 05 | Funding | Business & Career | 2.11× | ||
| 06 | Mortgage calculator | Home & Garden | 1.99× | ||
| 07 | Credit cards | Business & Career | 1.98× | ||
| 08 | Investment | Business & Career | 1.90× | ||
| 09 | Home construction | Home & Garden | 1.67× | ||
| 10 | Orange | Technology & Electronics | 1.66× | ||
| 11 | Real property | Home & Garden | 1.64× | ||
| 12 | Home repair | Home & Garden | 1.64× | ||
| 13 | Mapfre | Business & Career | 1.60× | ||
| 14 | InfoJobs | Business & Career | 1.57× | ||
| 15 | Vodafone | Technology & Electronics | 1.57× | ||
| 16 | Renault | Cars & Mobility | 1.55× | ||
| 17 | Financial services | Business & Career | 1.54× | ||
| 18 | La Caixa | Business & Career | 1.53× | ||
| 19 | IBEX 35 | Business & Career | 1.52× | ||
| 20 | Modern architecture | Arts & Culture | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.34× | |
| DIY Mentality | THRILL | 1.31× | |
| Luxury Orientation | PREMIUM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.61× | |
| Mindfulness | BALANCE | 0.76× | |
| Tradition | CONSERVATISM | 0.78× |
Personal finance has an estimated audience of 14,368,322 people in Spain, concentrated in Andalusia and Catalonia.
53.2% of Personal finance fans are female, 46.8% are male, with an average age of 46.2 years.
Personal finance fans show strongest brand affinity for Insurance (2.15×), Investment (1.9×), and IBEX 35 (1.52×) over the country average.
Personal finance fans in Spain are most concentrated in Andalusia (reach ~2.5M), Catalonia (reach ~2M), and Community of Madrid (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Personal finance itself, the audience over-indexes on Investment (1.9×), IBEX 35 (1.52×), La Caixa (1.53×), and Credit cards (1.98×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Personal finance. 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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