A data profile of the people who buy, follow and care about Western Union in Spain — modelled from more than twelve digital signal sources. Western Union has an estimated audience of 3,071,570 people in Spain.
The average Western Union fan in Spain is 44.3 years old, balanced, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include Money order, Venezuelan cuisine, El Comercio (Ecuador), with strongest over-indexing on Money order (63.2× the country average).
Demographically, the Western Union audience skews balanced with an average age of 44.3, and over-indexes on personality traits such as Need for Security, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Western Union fan in Spain is balanced, around 44.3 years old, with strong Need for Security tendencies and a notable affinity for Money order.
The key figures that characterise the Western Union profile in Spain.
53.9% are female, 46.1% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 44.3 |
| Estimated audience size | 3,071,570 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 31% |
of the worldwide Western Union audience comes from Spain.
| Country | Share |
|---|---|
| United States | 17.9% |
| Germany | 7.2% |
| France | 5.7% |
Where the Western Union audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Balearic Islands | ~200K | 1.80× | |
| 02 | Community of Madrid | ~800K | 1.57× | |
| 03 | Catalonia | ~900K | 1.48× | |
| 04 | Comunidad Valenciana | ~500K | 1.42× | |
| 05 | Andalusia | ~700K | 1.08× | |
| 06 | Canary Islands | ~200K | 1.08× | |
| 07 | Region of Murcia | ~100K | 1.03× | |
| 08 | Castilla-La Mancha | ~100K | 0.95× | |
| 09 | Navarre | ~30K | 0.86× | |
| 10 | Aragon | ~70K | 0.83× | |
| 11 | Galicia | ~100K | 0.80× | |
| 12 | Cantabria | ~30K | 0.78× | |
| 13 | Castile and León | ~100K | 0.76× | |
| 14 | Principality of Asturias | ~50K | 0.73× | |
| 15 | La Rioja | ~20K | 0.73× | |
| 16 | Basque Autonomous Country | ~80K | 0.69× | |
| 17 | Extremadura | ~30K | 0.48× |
The strongest cross-interests of the Western Union audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Money order | Business & Career | 63.20× | ||
| 02 | Venezuelan cuisine | Food & Beverages | 29.91× | ||
| 03 | Remittance | Business & Career | 11.07× | ||
| 04 | Venta | Home & Garden | 10.54× | ||
| 05 | juego de tronos | Movies & TV | 7.49× | ||
| 06 | Systems science | Business & Career | 6.42× | ||
| 07 | Human hair growth | Health | 5.32× | ||
| 08 | El Comercio (Ecuador) | News | 4.62× | ||
| 09 | Aircraft | Cars & Mobility | 4.43× | ||
| 10 | Financial services | Business & Career | 3.12× | ||
| 11 | Badoo | Internet & Social Media | 2.75× | ||
| 12 | IBEX 35 | Business & Career | 2.63× | ||
| 13 | South America | Travel & Leisure | 2.40× | ||
| 14 | Movistar | Technology & Electronics | 2.31× | ||
| 15 | Money | Business & Career | 2.25× | ||
| 16 | Ascom | Technology & Electronics | 2.24× | ||
| 17 | Monarchy | Politics & Society | 1.94× | ||
| 18 | Current events | Arts & Culture | 1.79× | ||
| 19 | DIRECTV Sports | Movies & TV | 1.63× | ||
| 20 | BBVA | Business & Career | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 2.11× | |
| Convenience Orientation | PREMIUM | 2.01× | |
| Spirituality | BALANCE | 1.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.77× | |
| Quality Awareness | PREMIUM | 0.89× | |
| DIY Mentality | THRILL | 0.90× |
Western Union's target market in Spain covers an estimated 3,071,570 people, concentrated in Catalonia and Community of Madrid.
53.9% of the Western Union audience are female, 46.1% are male, with an average age of 44.3 years.
Western Union fans show strongest brand affinity for Money order (63.2×), Venezuelan cuisine (29.91×), and El Comercio (Ecuador) (4.62×) over the country average.
Western Union fans in Spain are most concentrated in Catalonia (reach ~900K), Community of Madrid (reach ~800K), and Andalusia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Western Union itself, the audience over-indexes on Venezuelan cuisine (29.91×), El Comercio (Ecuador) (4.62×), Venta (10.54×), and BBVA (1.56×) 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 Western Union. 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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