A data profile of the people who buy, follow and care about Zalando in Finland — modelled from more than twelve digital signal sources. Zalando has an estimated audience of 941,382 people in Finland.
Zalando has an estimated audience of 941,382 people in Finland. 73.4% are female, 26.6% are male, average age 41.3. Top brand affinities: Helsinki, Pets, Gina Tricot, Stockmann, Lindex.
Top brand affinities include Helsinki, Pets, Gina Tricot, with strongest over-indexing on Helsinki (1.6× the country average).
Demographically, the Zalando audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Patriotism, Need for Security.
The typical Zalando fan in Finland is more female, around 41.3 years old, with strong Patriotism tendencies and a notable affinity for Helsinki.
The key figures that characterise the Zalando profile in Finland.
73.4% are female, 26.6% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 73.4% |
| Male | 26.6% |
| Average age | 41.3 |
| Estimated audience size | 941,382 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 24% |
The strongest cross-interests of the Zalando audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Harrods | Shopping | 2.92× | ||
| 02 | Zara Larsson | Music & Radio | 2.73× | ||
| 03 | Gina Tricot | Fashion & Accessoires | 2.03× | ||
| 04 | Bubbleroom | Shopping | 1.93× | ||
| 05 | Ethical consumerism | Shopping | 1.86× | ||
| 06 | H&M | Shopping | 1.85× | ||
| 07 | Second-hand shop | Shopping | 1.79× | ||
| 08 | Lindex | Fashion & Accessoires | 1.76× | ||
| 09 | Commercial mortgage | Business & Career | 1.76× | ||
| 10 | Cotton | Fashion & Accessoires | 1.75× | ||
| 11 | Ellos | Shopping | 1.74× | ||
| 12 | Pets | Pets & Animals | 1.65× | ||
| 13 | Helsinki | Travel & Leisure | 1.60× | ||
| 14 | Garden tool | Home & Garden | 1.60× | ||
| 15 | Stockmann | Shopping | 1.59× | ||
| 16 | Bedroom furniture | Home & Garden | 1.57× | ||
| 17 | Skechers | Fashion & Accessoires | 1.57× | ||
| 18 | Decoration | Home & Garden | 1.56× | ||
| 19 | Discounts and allowances | Shopping | 1.54× | ||
| 20 | Construction engineering | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.37× | |
| Need for Security | CONSERVATISM | 0.99× | |
| Urban Lifestyle | OPEN | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.74× | |
| Travelling | THRILL | 0.82× | |
| Urban Lifestyle | OPEN | 0.85× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Zalando. 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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