A data profile of the people who buy, follow and care about BMW in Sweden — modelled from more than twelve digital signal sources. BMW has an estimated audience of 1,222,773 people in Sweden.
BMW has an estimated audience of 1,222,773 people in Sweden. 30.9% are female, 69.1% are male, average age 43.1. Top brand affinities: Automobiles, Volvo, Motor vehicle, Hybrids, SUVs.
Top brand affinities include Automobiles, Volvo, Motor vehicle, with strongest over-indexing on Automobiles (1.56× the country average).
Demographically, the BMW audience skews more male with an average age of 43.1, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical BMW fan in Sweden is more male, around 43.1 years old, with strong Urban Lifestyle tendencies and a notable affinity for Automobiles.
The key figures that characterise the BMW profile in Sweden.
30.9% are female, 69.1% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 30.9% |
| Male | 69.1% |
| Average age | 43.1 |
| Estimated audience size | 1,222,773 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 32% |
of the worldwide BMW audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.4% |
| Germany | 6.3% |
The strongest cross-interests of the BMW audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Plug-in hybrid | Cars & Mobility | 2.27× | ||
| 02 | Toyota | Cars & Mobility | 2.22× | ||
| 03 | Volvo | Cars & Mobility | 2.15× | ||
| 04 | Audi | Cars & Mobility | 2.13× | ||
| 05 | Hybrids | Cars & Mobility | 2.06× | ||
| 06 | Used car | Cars & Mobility | 2.03× | ||
| 07 | Škoda Auto | Cars & Mobility | 2.02× | ||
| 08 | Motor vehicle | Cars & Mobility | 1.94× | ||
| 09 | SUVs | Cars & Mobility | 1.91× | ||
| 10 | Mercedes-Benz | Cars & Mobility | 1.91× | ||
| 11 | Tesla Motors | Cars & Mobility | 1.85× | ||
| 12 | Volkswagen | Cars & Mobility | 1.81× | ||
| 13 | Porsche | Cars & Mobility | 1.80× | ||
| 14 | Electric vehicle | Cars & Mobility | 1.76× | ||
| 15 | Trucks | Cars & Mobility | 1.75× | ||
| 16 | Freight transport | Cars & Mobility | 1.74× | ||
| 17 | Tractor | Cars & Mobility | 1.68× | ||
| 18 | RVs | Cars & Mobility | 1.67× | ||
| 19 | Automobiles | Cars & Mobility | 1.56× | ||
| 20 | Electric car | Cars & Mobility | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.42× | |
| Social Media Usage | JOY | 1.23× | |
| Design Affinity | PREMIUM | 0.88× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.66× | |
| Healthy Lifestyle | BALANCE | 0.69× | |
| Travelling | THRILL | 0.69× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for BMW. 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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