A data profile of the people who buy, follow and care about Sauna in Finland — modelled from more than twelve digital signal sources. Sauna has an estimated audience of 1,193,732 people in Finland.
Sauna has an estimated audience of 1,193,732 people in Finland. 67.7% are female, 32.3% are male, average age 44.5. Top brand affinities: Terraced house, Holiday cottage, Summer house, Cottage, Living room.
Top brand affinities include Terraced house, Holiday cottage, Summer house, with strongest over-indexing on Terraced house (1.97× the country average).
Demographically, the Sauna audience skews more female with an average age of 44.5, and over-indexes on personality traits such as Urban Lifestyle, Need for Security.
The typical Sauna fan in Finland is more female, around 44.5 years old, with strong Urban Lifestyle tendencies and a notable affinity for Terraced house.
The key figures that characterise the Sauna profile in Finland.
67.7% are female, 32.3% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 67.7% |
| Male | 32.3% |
| Average age | 44.5 |
| Estimated audience size | 1,193,732 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Sauna audience comes from Finland.
| Country | Share |
|---|---|
| Japan | 24.5% |
| United States | 8.8% |
| Germany | 6.9% |
The strongest cross-interests of the Sauna audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Log cabin | Home & Garden | 2.14× | ||
| 02 | Toilet | Home & Garden | 2.01× | ||
| 03 | Terraced house | Home & Garden | 1.97× | ||
| 04 | Real estate economics | Business & Career | 1.93× | ||
| 05 | Living room | Home & Garden | 1.92× | ||
| 06 | Summer house | Travel & Leisure | 1.91× | ||
| 07 | Cottage | Travel & Leisure | 1.91× | ||
| 08 | Townhouse | Home & Garden | 1.89× | ||
| 09 | Holiday cottage | Travel & Leisure | 1.88× | ||
| 10 | Bedroom | Home & Garden | 1.85× | ||
| 11 | Single-family detached home | Home & Garden | 1.84× | ||
| 12 | Old age | Politics & Society | 1.77× | ||
| 13 | Bathroom | Home & Garden | 1.76× | ||
| 14 | Balcony | Home & Garden | 1.75× | ||
| 15 | Terrace (building) | Home & Garden | 1.73× | ||
| 16 | Fireplace | Home & Garden | 1.71× | ||
| 17 | Residential area | Home & Garden | 1.70× | ||
| 18 | HVAC | Home & Garden | 1.61× | ||
| 19 | Real property | Home & Garden | 1.55× | ||
| 20 | Patio | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.57× | |
| Need for Security | CONSERVATISM | 0.97× | |
| Social Media Usage | JOY | 0.84× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.27× | |
| Travelling | THRILL | 0.58× | |
| Design Affinity | PREMIUM | 0.74× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Sauna. 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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