A data profile of the people who buy, follow and care about Helsinki in Finland — modelled from more than twelve digital signal sources. Helsinki has an estimated audience of 2,385,519 people in Finland.
Helsinki has an estimated audience of 2,385,519 people in Finland. 61.9% are female, 38.1% are male, average age 44.3. Top brand affinities: Ice Hockey World Championships, Liiga, Helsingin Sanomat, IKEA, Finland.
Top brand affinities include Ice Hockey World Championships, Liiga, Helsingin Sanomat, with strongest over-indexing on Ice Hockey World Championships (1.72× the country average).
Demographically, the Helsinki audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Travelling, Need for Security.
The typical Helsinki fan in Finland is more female, around 44.3 years old, with strong Travelling tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Helsinki profile in Finland.
61.9% are female, 38.1% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 44.3 |
| Estimated audience size | 2,385,519 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Helsinki audience comes from Finland.
| Country | Share |
|---|---|
| Finland | 20.7% |
| United States | 8.2% |
| Sweden | 7.6% |
The strongest cross-interests of the Helsinki audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gina Tricot | Fashion & Accessoires | 2.15× | ||
| 02 | K-rauta | Shopping | 2.08× | ||
| 03 | Internet & Social Media | 2.04× | |||
| 04 | Liiga | Sports | 1.86× | ||
| 05 | Stockmann | Shopping | 1.85× | ||
| 06 | Ice Hockey World Championships | Sports | 1.72× | ||
| 07 | Finland | Travel & Leisure | 1.72× | ||
| 08 | IKEA | Home & Garden | 1.68× | ||
| 09 | Marimekko | Home & Garden | 1.65× | ||
| 10 | Sweden | Travel & Leisure | 1.64× | ||
| 11 | Nordic countries | Travel & Leisure | 1.62× | ||
| 12 | Alcoholic beverages | Food & Beverages | 1.60× | ||
| 13 | Shopping | Shopping | 1.59× | ||
| 14 | Online shopping | Shopping | 1.59× | ||
| 15 | Helsingin Sanomat | News | 1.58× | ||
| 16 | Design | Home & Garden | 1.55× | ||
| 17 | Viking Line | Cars & Mobility | 1.55× | ||
| 18 | Beauty | Beauty & Wellness | 1.54× | ||
| 19 | Family | Kids & Family | 1.52× | ||
| 20 | Nature | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.63× | |
| Need for Security | CONSERVATISM | 1.46× | |
| Urban Lifestyle | OPEN | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.09× | |
| Social Media Usage | JOY | 1.16× | |
| Patriotism | CONSERVATISM | 1.28× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Helsinki. 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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