A data profile of the people who buy, follow and care about Backyard in Finland — modelled from more than twelve digital signal sources. Backyard has an estimated audience of 524,036 people in Finland.
Backyard has an estimated audience of 524,036 people in Finland. 61.7% are female, 38.3% are male, average age 46.0. Top brand affinities: Helsinki, Airbnb, City car, Lindex, Stockmann.
Top brand affinities include Helsinki, Airbnb, City car, with strongest over-indexing on Helsinki (1.62× the country average).
Demographically, the Backyard audience skews more female with an average age of 46.0, and over-indexes on personality traits such as Family Orientation, Early Adopter Mentality.
The typical Backyard fan in Finland is more female, around 46.0 years old, with strong Family Orientation tendencies and a notable affinity for Helsinki.
The key figures that characterise the Backyard profile in Finland.
61.7% are female, 38.3% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 61.7% |
| Male | 38.3% |
| Average age | 46.0 |
| Estimated audience size | 524,036 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Backyard audience comes from Finland.
| Country | Share |
|---|---|
| United States | 34.7% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
The strongest cross-interests of the Backyard audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Crime fiction | Literature | 3.59× | ||
| 02 | Nissan Qashqai | Cars & Mobility | 3.53× | ||
| 03 | Detective fiction | Literature | 3.29× | ||
| 04 | City car | Cars & Mobility | 3.05× | ||
| 05 | Hatchback | Cars & Mobility | 2.76× | ||
| 06 | Swimming pool | Sports | 2.54× | ||
| 07 | Family car | Cars & Mobility | 2.49× | ||
| 08 | Lindex | Fashion & Accessoires | 2.17× | ||
| 09 | Airbnb | Travel & Leisure | 2.11× | ||
| 10 | JYSK | Home & Garden | 1.70× | ||
| 11 | Flower | Home & Garden | 1.68× | ||
| 12 | FIFA World Cup | Sports | 1.67× | ||
| 13 | Danish design | Home & Garden | 1.67× | ||
| 14 | Gina Tricot | Fashion & Accessoires | 1.64× | ||
| 15 | Helsinki | Travel & Leisure | 1.62× | ||
| 16 | Renovation | Home & Garden | 1.57× | ||
| 17 | Terraced house | Home & Garden | 1.56× | ||
| 18 | Iittala | Home & Garden | 1.55× | ||
| 19 | Stockmann | Shopping | 1.53× | ||
| 20 | Lunch | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.60× | |
| Early Adopter Mentality | POWER | 1.41× | |
| Luxury Orientation | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.81× | |
| Need for Security | CONSERVATISM | 0.81× | |
| Creativity | OPEN | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Backyard. 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 Finland. 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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