A data profile of the people who buy, follow and care about Helsingin Sanomat in Finland — modelled from more than twelve digital signal sources. Helsingin Sanomat has an estimated audience of 4,200,000 people in Finland.
Helsingin Sanomat has an estimated audience of 4,200,000 people in Finland. 60.5% are female, 39.5% are male, average age 42.5. Top brand affinities: Finnair, WhatsApp, Helsinki, Valtteri Bottas, Stockmann.
Top brand affinities include Finnair, WhatsApp, Helsinki, with strongest over-indexing on Finnair (2.12× the country average).
Demographically, the Helsingin Sanomat audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Need for Security, Community Orientation.
The typical Helsingin Sanomat fan in Finland is more female, around 42.5 years old, with strong Need for Security tendencies and a notable affinity for Finnair.
The key figures that characterise the Helsingin Sanomat profile in Finland.
60.5% are female, 39.5% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 42.5 |
| Estimated audience size | 4,200,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Helsingin Sanomat audience comes from Finland.
| Country | Share |
|---|---|
| Finland | 41.0% |
| Japan | 7.4% |
| China | 7.0% |
The strongest cross-interests of the Helsingin Sanomat audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Internet & Social Media | 2.34× | |||
| 02 | Audiobook | Literature | 2.22× | ||
| 03 | Fiction books | Literature | 2.13× | ||
| 04 | Finnair | Travel & Leisure | 2.12× | ||
| 05 | Financial services | Business & Career | 2.05× | ||
| 06 | Lunch | Food & Beverages | 2.03× | ||
| 07 | Bars | Travel & Leisure | 1.86× | ||
| 08 | University | Business & Career | 1.86× | ||
| 09 | Valtteri Bottas | Sports | 1.80× | ||
| 10 | Cruises | Travel & Leisure | 1.77× | ||
| 11 | Gina Tricot | Fashion & Accessoires | 1.69× | ||
| 12 | Meat | Food & Beverages | 1.62× | ||
| 13 | Wikipedia | Internet & Social Media | 1.62× | ||
| 14 | Dogs | Pets & Animals | 1.61× | ||
| 15 | Desserts | Food & Beverages | 1.61× | ||
| 16 | Helsinki | Travel & Leisure | 1.58× | ||
| 17 | Flower | Home & Garden | 1.58× | ||
| 18 | Happiness | Health | 1.55× | ||
| 19 | Kitchen | Home & Garden | 1.52× | ||
| 20 | Stockmann | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.52× | |
| Community Orientation | OPEN | 1.47× | |
| Career Orientation | POWER | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.78× | |
| Individualism | JOY | 0.88× | |
| Luxury Orientation | PREMIUM | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Helsingin Sanomat. 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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