A data profile of the people who buy, follow and care about Moomin in Finland — modelled from more than twelve digital signal sources. Moomin has an estimated audience of 433,072 people in Finland.
Moomin has an estimated audience of 433,072 people in Finland. 79.7% are female, 20.3% are male, average age 41.2. Top brand affinities: Tove Jansson, Moomin (1990 TV series), Moomin World, Yle Uutiset, Finnair.
Top brand affinities include Tove Jansson, Moomin (1990 TV series), Moomin World, with strongest over-indexing on Tove Jansson (11.07× the country average).
Demographically, the Moomin audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Creativity, Mindfulness.
The typical Moomin fan in Finland is more female, around 41.2 years old, with strong Creativity tendencies and a notable affinity for Tove Jansson.
The key figures that characterise the Moomin profile in Finland.
79.7% are female, 20.3% are male, average age 41.2.
| Metric | Value |
|---|---|
| Female | 79.7% |
| Male | 20.3% |
| Average age | 41.2 |
| Estimated audience size | 433,072 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 26% |
of the worldwide Moomin audience comes from Finland.
| Country | Share |
|---|---|
| Japan | 51.5% |
| Finland | 8.3% |
| United States | 5.2% |
The strongest cross-interests of the Moomin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Moomin (1990 TV series) | Movies & TV | 12.37× | ||
| 02 | Moomin World | Travel & Leisure | 11.46× | ||
| 03 | Tove Jansson | Literature | 11.07× | ||
| 04 | Sweden | Travel & Leisure | 2.29× | ||
| 05 | Sokos | Shopping | 2.08× | ||
| 06 | Nordic countries | Travel & Leisure | 2.02× | ||
| 07 | Clas Ohlson | Shopping | 1.86× | ||
| 08 | Biltema | Business & Career | 1.74× | ||
| 09 | Nordea | Business & Career | 1.66× | ||
| 10 | Cooking | Food & Beverages | 1.66× | ||
| 11 | Online shopping | Shopping | 1.65× | ||
| 12 | Finnair | Travel & Leisure | 1.64× | ||
| 13 | IKEA | Home & Garden | 1.63× | ||
| 14 | Beauty | Beauty & Wellness | 1.63× | ||
| 15 | Design | Home & Garden | 1.62× | ||
| 16 | Viking Line | Music & Radio | 1.60× | ||
| 17 | Shopping | Shopping | 1.59× | ||
| 18 | Internet & Social Media | 1.58× | |||
| 19 | Clothing | Fashion & Accessoires | 1.55× | ||
| 20 | Yle Uutiset | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.69× | |
| Mindfulness | BALANCE | 1.61× | |
| Price Sensitivity | PREMIUM | 1.60× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.86× | |
| Spirituality | BALANCE | 0.94× | |
| Luxury Orientation | PREMIUM | 0.95× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Moomin. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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