A data profile of the people who buy, follow and care about Expressen in Finland — modelled from more than twelve digital signal sources. Expressen has an estimated audience of 1,620,810 people in Finland.
Expressen has an estimated audience of 1,620,810 people in Finland. 62.2% are female, 37.8% are male, average age 44.7. Top brand affinities: Detroit Red Wings, Renewable energy, Grilling, Trivago, Jet ski.
Top brand affinities include Detroit Red Wings, Renewable energy, Grilling, with strongest over-indexing on Detroit Red Wings (6.99× the country average).
Demographically, the Expressen audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Individualism, Early Adopter Mentality.
The typical Expressen fan in Finland is more female, around 44.7 years old, with strong Individualism tendencies and a notable affinity for Detroit Red Wings.
The key figures that characterise the Expressen profile in Finland.
62.2% are female, 37.8% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 62.2% |
| Male | 37.8% |
| Average age | 44.7 |
| Estimated audience size | 1,620,810 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 14% | |
| 30-39 | 15% | |
| 40-49 | 25% | |
| 50+ | 35% |
The strongest cross-interests of the Expressen audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Detroit Red Wings | Sports | 6.99× | ||
| 02 | Jet ski | Sports | 4.81× | ||
| 03 | Low-carbohydrate diet | Food & Beverages | 2.71× | ||
| 04 | Plus-size clothing | Fashion & Accessoires | 2.69× | ||
| 05 | TV talkshows | Movies & TV | 2.61× | ||
| 06 | CNN | Movies & TV | 2.48× | ||
| 07 | Fjällräven | Fashion & Accessoires | 2.33× | ||
| 08 | Health insurance | Business & Career | 2.32× | ||
| 09 | Espresso | Food & Beverages | 2.02× | ||
| 10 | Motorboat | Cars & Mobility | 1.97× | ||
| 11 | Steakhouse | Food & Beverages | 1.97× | ||
| 12 | Lawn mower | Home & Garden | 1.94× | ||
| 13 | Online newspaper | News | 1.94× | ||
| 14 | Renewable energy | Business & Career | 1.82× | ||
| 15 | Greenhouse | Home & Garden | 1.73× | ||
| 16 | Cancer awareness | Health | 1.68× | ||
| 17 | Grilling | Food & Beverages | 1.59× | ||
| 18 | Trivago | Travel & Leisure | 1.58× | ||
| 19 | E-books | Literature | 1.57× | ||
| 20 | Garden furniture | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.80× | |
| Early Adopter Mentality | POWER | 1.61× | |
| Family Orientation | CONSERVATISM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.83× | |
| Pet Ownership | JOY | 0.85× | |
| Design Affinity | PREMIUM | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Expressen. 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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