A data profile of the people who buy, follow and care about Mattress in Netherlands — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 1,751,592 people in Netherlands.
The average Mattress fan in Netherlands is 45.0 years old, more female, and lives primarily in North Holland.
The audience is concentrated in North Holland, Zuid-Holland, Groningen.
Top brand affinities include Jumbo (supermarket), HEMA, Kruidvat, with strongest over-indexing on Jumbo (supermarket) (1.59× the country average).
Demographically, the Mattress audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Price Sensitivity, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Mattress fan in Netherlands is more female, around 45.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Jumbo (supermarket).
The key figures that characterise the Mattress profile in Netherlands.
67.5% are female, 32.5% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 67.5% |
| Male | 32.5% |
| Average age | 45.0 |
| Estimated audience size | 1,751,592 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Mattress audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
Where the Mattress audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Groningen | ~300K | 4.15× | |
| 02 | North Holland | ~400K | 1.39× | |
| 03 | Zuid-Holland | ~400K | 1.00× | |
| 04 | Flevoland | ~40K | 0.92× | |
| 05 | North Brabant | ~200K | 0.78× | |
| 06 | Drenthe | ~40K | 0.78× | |
| 07 | Zeeland | ~30K | 0.78× | |
| 08 | Friesland | ~50K | 0.74× | |
| 09 | Limburg | ~90K | 0.73× | |
| 10 | Utrecht | ~100K | 0.71× | |
| 11 | Overijssel | ~80K | 0.66× | |
| 12 | Gelderland | ~100K | 0.64× |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed frame | Home & Garden | 3.47× | ||
| 02 | Bedding | Home & Garden | 2.56× | ||
| 03 | Sleep | Health | 2.34× | ||
| 04 | Bed | Home & Garden | 1.92× | ||
| 05 | Etos | Health | 1.63× | ||
| 06 | Dresses | Fashion & Accessoires | 1.61× | ||
| 07 | Shopping malls | Shopping | 1.61× | ||
| 08 | Jumbo (supermarket) | Shopping | 1.59× | ||
| 09 | HEMA | Shopping | 1.59× | ||
| 10 | Furniture | Home & Garden | 1.58× | ||
| 11 | Discount stores | Shopping | 1.58× | ||
| 12 | House | Home & Garden | 1.57× | ||
| 13 | Renovation | Home & Garden | 1.57× | ||
| 14 | Beauty salons | Beauty & Wellness | 1.57× | ||
| 15 | Architecture | Business & Career | 1.55× | ||
| 16 | Infant | Kids & Family | 1.55× | ||
| 17 | Kruidvat | Shopping | 1.51× | ||
| 18 | Women's clothing | Fashion & Accessoires | 1.51× | ||
| 19 | Friendship | Kids & Family | 1.51× | ||
| 20 | Kitchen | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.21× | |
| Urban Lifestyle | OPEN | 1.13× | |
| Individualism | JOY | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.87× | |
| Sustainability | BALANCE | 0.89× | |
| Tradition | CONSERVATISM | 0.93× |
Mattress has an estimated audience of 1,751,592 people in Netherlands, concentrated in North Holland and Zuid-Holland.
67.5% of Mattress fans are female, 32.5% are male, with an average age of 45.0 years.
Mattress fans show strongest brand affinity for Jumbo (supermarket) (1.59×), HEMA (1.59×), and Kruidvat (1.51×) over the country average.
Mattress fans in Netherlands are most concentrated in North Holland (reach ~400K), Zuid-Holland (reach ~400K), and Groningen (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Mattress itself, the audience over-indexes on HEMA (1.59×), Kruidvat (1.51×), Furniture (1.58×), and Bedding (2.56×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands who actively search for Mattress. 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 Netherlands. 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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