A data profile of the people who buy, follow and care about Expressen in Sweden — modelled from more than twelve digital signal sources. Expressen has an estimated audience of 7,875,000 people in Sweden.
Expressen has an estimated audience of 7,875,000 people in Sweden. 60.5% are female, 39.5% are male, average age 44.3. Top brand affinities: Elgiganten, Dogs, Happiness, Real property, Fiction books.
Top brand affinities include Elgiganten, Dogs, Happiness, with strongest over-indexing on Elgiganten (1.72× the country average).
Demographically, the Expressen audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Community Orientation, Extroversion.
The typical Expressen fan in Sweden is more female, around 44.3 years old, with strong Community Orientation tendencies and a notable affinity for Elgiganten.
The key figures that characterise the Expressen profile in Sweden.
60.5% are female, 39.5% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 44.3 |
| Estimated audience size | 7,875,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 15% | |
| 40-49 | 24% | |
| 50+ | 34% |
The strongest cross-interests of the Expressen audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Real property | Home & Garden | 2.44× | ||
| 02 | Viral video | Internet & Social Media | 2.44× | ||
| 03 | News magazine | News | 2.36× | ||
| 04 | First-person shooter games | Games | 2.33× | ||
| 05 | Science fiction movies | Movies & TV | 2.29× | ||
| 06 | Fiction books | Literature | 2.03× | ||
| 07 | Financial services | Business & Career | 1.96× | ||
| 08 | Gambling | Games | 1.93× | ||
| 09 | Tattoos | Fashion & Accessoires | 1.83× | ||
| 10 | Online games | Games | 1.82× | ||
| 11 | Vattenfall | Home & Garden | 1.78× | ||
| 12 | Instant messaging | Internet & Social Media | 1.77× | ||
| 13 | Elgiganten | Shopping | 1.72× | ||
| 14 | Festival | Music & Radio | 1.72× | ||
| 15 | Happiness | Health | 1.68× | ||
| 16 | Meat | Food & Beverages | 1.63× | ||
| 17 | Hair products | Beauty & Wellness | 1.59× | ||
| 18 | Dogs | Pets & Animals | 1.56× | ||
| 19 | Intersport | Shopping | 1.55× | ||
| 20 | Celebrity | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.49× | |
| Extroversion | THRILL | 1.39× | |
| Need for Security | CONSERVATISM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.79× | |
| Mindfulness | BALANCE | 0.88× | |
| Price Sensitivity | PREMIUM | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Expressen. 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.