A data profile of the people who buy, follow and care about Airbnb in Sweden — modelled from more than twelve digital signal sources. Airbnb has an estimated audience of 2,102,122 people in Sweden.
Airbnb has an estimated audience of 2,102,122 people in Sweden. 65.5% are female, 34.5% are male, average age 44.9. Top brand affinities: Online marketplace, Vacation rental, Google Maps, Sharing economy, Stockholm.
Top brand affinities include Online marketplace, Vacation rental, Google Maps, with strongest over-indexing on Online marketplace (12.5× the country average).
Demographically, the Airbnb audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Travelling, Patriotism.
The typical Airbnb fan in Sweden is more female, around 44.9 years old, with strong Travelling tendencies and a notable affinity for Online marketplace.
The key figures that characterise the Airbnb profile in Sweden.
65.5% are female, 34.5% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 65.5% |
| Male | 34.5% |
| Average age | 44.9 |
| Estimated audience size | 2,102,122 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 37% |
of the worldwide Airbnb audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 23.9% |
| United Kingdom | 5.5% |
| Italy | 5.4% |
The strongest cross-interests of the Airbnb audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sharing economy | Business & Career | 13.82× | ||
| 02 | Online marketplace | Internet & Social Media | 12.50× | ||
| 03 | Vacation rental | Travel & Leisure | 5.84× | ||
| 04 | Lodging | Travel & Leisure | 2.76× | ||
| 05 | Travel Adventures | Travel & Leisure | 2.41× | ||
| 06 | Privately held company | Business & Career | 2.32× | ||
| 07 | Google Maps | Internet & Social Media | 1.93× | ||
| 08 | Property finder | Home & Garden | 1.93× | ||
| 09 | Real estate economics | Business & Career | 1.88× | ||
| 10 | Internet & Social Media | 1.85× | |||
| 11 | Ryanair | Travel & Leisure | 1.83× | ||
| 12 | Resort | Travel & Leisure | 1.79× | ||
| 13 | Home construction | Home & Garden | 1.69× | ||
| 14 | Holiday cottage | Travel & Leisure | 1.62× | ||
| 15 | Momondo | Travel & Leisure | 1.62× | ||
| 16 | Summer house | Travel & Leisure | 1.59× | ||
| 17 | Stockholm | Travel & Leisure | 1.55× | ||
| 18 | Books | Literature | 1.50× | ||
| 19 | SAS (software) | Technology & Electronics | 1.50× | ||
| 20 | Friendship | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.29× | |
| Patriotism | CONSERVATISM | 1.25× | |
| Healthy Lifestyle | BALANCE | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.91× | |
| Early Adopter Mentality | POWER | 1.03× | |
| Social Media Usage | JOY | 1.04× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Airbnb. 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 Sweden. 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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