A data profile of the people who buy, follow and care about Ellos in Sweden — modelled from more than twelve digital signal sources. Ellos has an estimated audience of 2,328,027 people in Sweden.
Ellos has an estimated audience of 2,328,027 people in Sweden. 78.5% are female, 21.5% are male, average age 45.7. Top brand affinities: Elgiganten, Swedbank, Biltema, IKEA, Hemnet.
Top brand affinities include Elgiganten, Swedbank, Biltema, with strongest over-indexing on Elgiganten (8.33× the country average).
Demographically, the Ellos audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
The typical Ellos fan in Sweden is more female, around 45.7 years old, with strong Quality Awareness tendencies and a notable affinity for Elgiganten.
The key figures that characterise the Ellos profile in Sweden.
78.5% are female, 21.5% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 78.5% |
| Male | 21.5% |
| Average age | 45.7 |
| Estimated audience size | 2,328,027 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 13% | |
| 30-39 | 16% | |
| 40-49 | 25% | |
| 50+ | 37% |
The strongest cross-interests of the Ellos audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Elgiganten | Shopping | 8.33× | ||
| 02 | Swedbank | Business & Career | 7.27× | ||
| 03 | KappAhl | Fashion & Accessoires | 3.25× | ||
| 04 | Discount stores | Shopping | 3.16× | ||
| 05 | H&M | Shopping | 3.10× | ||
| 06 | Garden furniture | Home & Garden | 3.03× | ||
| 07 | Biltema | Business & Career | 2.89× | ||
| 08 | Shopping malls | Shopping | 2.50× | ||
| 09 | IKEA | Home & Garden | 2.36× | ||
| 10 | Gina Tricot | Fashion & Accessoires | 2.20× | ||
| 11 | Knitting | Home & Garden | 2.18× | ||
| 12 | Hemnet | Home & Garden | 2.14× | ||
| 13 | Jewelry | Fashion & Accessoires | 2.07× | ||
| 14 | Organic food | Food & Beverages | 2.05× | ||
| 15 | Flower | Home & Garden | 2.01× | ||
| 16 | Sveriges Television | Technology & Electronics | 1.75× | ||
| 17 | Furniture | Home & Garden | 1.71× | ||
| 18 | Tradera | Shopping | 1.66× | ||
| 19 | Systembolaget | Shopping | 1.59× | ||
| 20 | Lidl | Shopping | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.99× | |
| Price Sensitivity | PREMIUM | 1.88× | |
| Design Affinity | PREMIUM | 1.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Spirituality | BALANCE | 0.95× | |
| Urban Lifestyle | OPEN | 0.99× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Ellos. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.