A data profile of the people who buy, follow and care about Sokos in Finland — modelled from more than twelve digital signal sources. Sokos has an estimated audience of 1,363,010 people in Finland.
Sokos has an estimated audience of 1,363,010 people in Finland. 83.3% are female, 16.7% are male, average age 46.2. Top brand affinities: Björn Borg, Finnair, IKEA, Nordic skiing, Biltema.
Top brand affinities include Björn Borg, Finnair, IKEA, with strongest over-indexing on Björn Borg (12.1× the country average).
Demographically, the Sokos audience skews more female with an average age of 46.2, and over-indexes on personality traits such as Quality Awareness, Career Orientation.
The typical Sokos fan in Finland is more female, around 46.2 years old, with strong Quality Awareness tendencies and a notable affinity for Björn Borg.
The key figures that characterise the Sokos profile in Finland.
83.3% are female, 16.7% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 83.3% |
| Male | 16.7% |
| Average age | 46.2 |
| Estimated audience size | 1,363,010 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 34% |
The strongest cross-interests of the Sokos audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Björn Borg | Sports | 12.10× | ||
| 02 | Tiger of Sweden | Fashion & Accessoires | 10.28× | ||
| 03 | ECCO | Fashion & Accessoires | 7.10× | ||
| 04 | Nordic skiing | Sports | 6.56× | ||
| 05 | Filippa K | Fashion & Accessoires | 6.21× | ||
| 06 | Fashion show | Fashion & Accessoires | 4.20× | ||
| 07 | Intersport | Shopping | 2.17× | ||
| 08 | Hair products | Beauty & Wellness | 2.08× | ||
| 09 | Stockmann | Shopping | 1.97× | ||
| 10 | Finnair | Travel & Leisure | 1.94× | ||
| 11 | Desserts | Food & Beverages | 1.93× | ||
| 12 | IKEA | Home & Garden | 1.90× | ||
| 13 | Danske Bank | Business & Career | 1.90× | ||
| 14 | Shoes | Fashion & Accessoires | 1.85× | ||
| 15 | Biltema | Business & Career | 1.74× | ||
| 16 | Internet & Social Media | 1.65× | |||
| 17 | Apartment | Business & Career | 1.62× | ||
| 18 | Happiness | Health | 1.62× | ||
| 19 | Helsinki | Travel & Leisure | 1.59× | ||
| 20 | Nature | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.19× | |
| Career Orientation | POWER | 1.61× | |
| Community Orientation | OPEN | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.74× | |
| Individualism | JOY | 0.86× | |
| Luxury Orientation | PREMIUM | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Sokos. 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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