A data profile of the people who buy, follow and care about H&M in Finland — modelled from more than twelve digital signal sources. H&M has an estimated audience of 754,372 people in Finland.
H&M has an estimated audience of 754,372 people in Finland. 83.2% are female, 16.8% are male, average age 39.7. Top brand affinities: Gina Tricot, IKEA, Stockmann, Helsinki, Lindex.
Top brand affinities include Gina Tricot, IKEA, Stockmann, with strongest over-indexing on Gina Tricot (3.81× the country average).
Demographically, the H&M audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Need for Security, Travelling.
The typical H&M fan in Finland is more female, around 39.7 years old, with strong Need for Security tendencies and a notable affinity for Gina Tricot.
The key figures that characterise the H&M profile in Finland.
83.2% are female, 16.8% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 83.2% |
| Male | 16.8% |
| Average age | 39.7 |
| Estimated audience size | 754,372 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 19% | |
| 50+ | 22% |
of the worldwide H&M audience comes from Finland.
| Country | Share |
|---|---|
| United States | 11.5% |
| Germany | 7.6% |
| Japan | 7.5% |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bubbleroom | Shopping | 4.23× | ||
| 02 | Gina Tricot | Fashion & Accessoires | 3.81× | ||
| 03 | KappAhl | Fashion & Accessoires | 2.81× | ||
| 04 | Lindex | Fashion & Accessoires | 2.76× | ||
| 05 | Ellos | Shopping | 2.62× | ||
| 06 | Children's clothing | Fashion & Accessoires | 2.52× | ||
| 07 | Stockmann | Shopping | 2.13× | ||
| 08 | Budget Sport | Sports | 2.12× | ||
| 09 | Marimekko | Home & Garden | 1.82× | ||
| 10 | Sokos | Shopping | 1.80× | ||
| 11 | IKEA | Home & Garden | 1.79× | ||
| 12 | Shoes | Fashion & Accessoires | 1.70× | ||
| 13 | Intersport | Shopping | 1.70× | ||
| 14 | Clas Ohlson | Shopping | 1.69× | ||
| 15 | Pets | Pets & Animals | 1.65× | ||
| 16 | Women's clothing | Fashion & Accessoires | 1.65× | ||
| 17 | Helsinki | Travel & Leisure | 1.64× | ||
| 18 | Sweden | Travel & Leisure | 1.60× | ||
| 19 | Consumer electronics | Technology & Electronics | 1.59× | ||
| 20 | Cuisine | Food & Beverages | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.04× | |
| Travelling | THRILL | 0.96× | |
| Patriotism | CONSERVATISM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.49× | |
| Social Media Usage | JOY | 0.59× | |
| Urban Lifestyle | OPEN | 0.65× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for H&M. 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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