A data profile of the people who buy, follow and care about Digital media in Sweden — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 1,325,104 people in Sweden.
Digital media has an estimated audience of 1,325,104 people in Sweden. 60.3% are female, 39.7% are male, average age 44.9. Top brand affinities: Biltema, Hemnet, Google, Elgiganten, Movies.
Top brand affinities include Biltema, Hemnet, Google, with strongest over-indexing on Biltema (1.74× the country average).
Demographically, the Digital media audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Early Adopter Mentality, Community Orientation.
The typical Digital media fan in Sweden is more female, around 44.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Biltema.
The key figures that characterise the Digital media profile in Sweden.
60.3% are female, 39.7% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 44.9 |
| Estimated audience size | 1,325,104 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Digital media audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fiction books | Literature | 2.16× | ||
| 02 | Flower | Home & Garden | 2.09× | ||
| 03 | Crochet | Home & Garden | 2.06× | ||
| 04 | Celebrity | Movies & TV | 2.03× | ||
| 05 | Internet & Social Media | 1.91× | |||
| 06 | Happiness | Health | 1.90× | ||
| 07 | Dogs | Pets & Animals | 1.87× | ||
| 08 | KappAhl | Fashion & Accessoires | 1.86× | ||
| 09 | Hair products | Beauty & Wellness | 1.83× | ||
| 10 | Video games | Games | 1.81× | ||
| 11 | Meat | Food & Beverages | 1.81× | ||
| 12 | Current events | Arts & Culture | 1.75× | ||
| 13 | Biltema | Business & Career | 1.74× | ||
| 14 | Lindex | Fashion & Accessoires | 1.72× | ||
| 15 | Mobile phones | Technology & Electronics | 1.65× | ||
| 16 | Hemnet | Home & Garden | 1.55× | ||
| 17 | Gina Tricot | Fashion & Accessoires | 1.55× | ||
| 18 | Shoes | Fashion & Accessoires | 1.53× | ||
| 19 | Movies | Movies & TV | 1.52× | ||
| 20 | Elgiganten | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.74× | |
| Community Orientation | OPEN | 1.69× | |
| Career Orientation | POWER | 1.67× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.75× | |
| Mindfulness | BALANCE | 0.81× | |
| Creativity | OPEN | 0.81× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Digital media. 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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