A data profile of the people who buy, follow and care about Scandinavia in Finland — modelled from more than twelve digital signal sources. Scandinavia has an estimated audience of 620,799 people in Finland.
Scandinavia has an estimated audience of 620,799 people in Finland. 69.5% are female, 30.5% are male, average age 45.7. Top brand affinities: Ice Hockey World Championships, IKEA, Helsingin Sanomat, Yle Uutiset, Finnair.
Top brand affinities include Ice Hockey World Championships, IKEA, Helsingin Sanomat, with strongest over-indexing on Ice Hockey World Championships (1.99× the country average).
Demographically, the Scandinavia audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Travelling, Need for Security.
The typical Scandinavia fan in Finland is more female, around 45.7 years old, with strong Travelling tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Scandinavia profile in Finland.
69.5% are female, 30.5% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 69.5% |
| Male | 30.5% |
| Average age | 45.7 |
| Estimated audience size | 620,799 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 25% | |
| 50+ | 35% |
of the worldwide Scandinavia audience comes from Finland.
| Country | Share |
|---|---|
| Sweden | 10.3% |
| Germany | 8.9% |
| United States | 8.6% |
The strongest cross-interests of the Scandinavia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | IKEA | Home & Garden | 2.01× | ||
| 02 | Ice Hockey World Championships | Sports | 1.99× | ||
| 03 | Internet & Social Media | 1.94× | |||
| 04 | Helsinki | Travel & Leisure | 1.86× | ||
| 05 | K-rauta | Shopping | 1.86× | ||
| 06 | Culture | Literature | 1.86× | ||
| 07 | Alcoholic beverages | Food & Beverages | 1.82× | ||
| 08 | Helsingin Sanomat | News | 1.72× | ||
| 09 | Finland | Travel & Leisure | 1.72× | ||
| 10 | Finnair | Travel & Leisure | 1.68× | ||
| 11 | Restaurants | Food & Beverages | 1.68× | ||
| 12 | Yle Uutiset | Movies & TV | 1.62× | ||
| 13 | Internet & Social Media | 1.58× | |||
| 14 | Ilta-Sanomat | News | 1.56× | ||
| 15 | Biltema | Business & Career | 1.56× | ||
| 16 | Design | Home & Garden | 1.54× | ||
| 17 | Liiga | Sports | 1.53× | ||
| 18 | Kauppalehti | News | 1.53× | ||
| 19 | Online shopping | Shopping | 1.53× | ||
| 20 | Shopping | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.90× | |
| Need for Security | CONSERVATISM | 1.79× | |
| Patriotism | CONSERVATISM | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.10× | |
| Social Media Usage | JOY | 1.21× | |
| Early Adopter Mentality | POWER | 1.39× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Scandinavia. 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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