A data profile of the people who buy, follow and care about Stockmann in Finland — modelled from more than twelve digital signal sources. Stockmann has an estimated audience of 1,558,005 people in Finland.
Stockmann has an estimated audience of 1,558,005 people in Finland. 73.5% are female, 26.5% are male, average age 43.2. Top brand affinities: Finnair, Ice Hockey World Championships, Liiga, YouTube, Instagram.
Top brand affinities include Finnair, Ice Hockey World Championships, Liiga, with strongest over-indexing on Finnair (1.91× the country average).
Demographically, the Stockmann audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Travelling, Need for Security.
The typical Stockmann fan in Finland is more female, around 43.2 years old, with strong Travelling tendencies and a notable affinity for Finnair.
The key figures that characterise the Stockmann profile in Finland.
73.5% are female, 26.5% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 73.5% |
| Male | 26.5% |
| Average age | 43.2 |
| Estimated audience size | 1,558,005 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Stockmann audience comes from Finland.
| Country | Share |
|---|---|
| Finland | 60.0% |
| Estonia | 11.1% |
| Latvia | 10.7% |
The strongest cross-interests of the Stockmann audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | K-rauta | Shopping | 2.04× | ||
| 02 | Finnair | Travel & Leisure | 1.91× | ||
| 03 | Liiga | Sports | 1.85× | ||
| 04 | Helsinki | Travel & Leisure | 1.84× | ||
| 05 | IKEA | Home & Garden | 1.81× | ||
| 06 | Online shopping | Shopping | 1.79× | ||
| 07 | Shopping | Shopping | 1.77× | ||
| 08 | Viking Line | Music & Radio | 1.73× | ||
| 09 | Nordea | Business & Career | 1.73× | ||
| 10 | Finland | Travel & Leisure | 1.73× | ||
| 11 | Ice Hockey World Championships | Sports | 1.66× | ||
| 12 | Kauppalehti | News | 1.66× | ||
| 13 | YouTube | Movies & TV | 1.64× | ||
| 14 | Internet & Social Media | 1.64× | |||
| 15 | Internet & Social Media | 1.64× | |||
| 16 | Google Maps | Internet & Social Media | 1.60× | ||
| 17 | Yle Uutiset | Movies & TV | 1.57× | ||
| 18 | Internet & Social Media | 1.53× | |||
| 19 | Helsingin Sanomat | News | 1.51× | ||
| 20 | Iltalehti | News | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 2.04× | |
| Need for Security | CONSERVATISM | 1.93× | |
| Patriotism | CONSERVATISM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.15× | |
| Social Media Usage | JOY | 1.32× | |
| Urban Lifestyle | OPEN | 1.44× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Stockmann. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.