A data profile of the people who buy, follow and care about Fiction books in Sweden — modelled from more than twelve digital signal sources. Fiction books has an estimated audience of 1,541,664 people in Sweden.
Fiction books has an estimated audience of 1,541,664 people in Sweden. 69.4% are female, 30.6% are male, average age 44.0. Top brand affinities: Expressen, Tradera, Aftonbladet, IKEA, YouTube.
Top brand affinities include Expressen, Tradera, Aftonbladet, with strongest over-indexing on Expressen (2.03× the country average).
Demographically, the Fiction books audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Fiction books fan in Sweden is more female, around 44.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Expressen.
The key figures that characterise the Fiction books profile in Sweden.
69.4% are female, 30.6% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 69.4% |
| Male | 30.6% |
| Average age | 44.0 |
| Estimated audience size | 1,541,664 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 34% |
of the worldwide Fiction books audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 17.7% |
| China | 6.7% |
| Japan | 5.9% |
The strongest cross-interests of the Fiction books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Romance novels | Literature | 4.52× | ||
| 02 | Thriller movies | Movies & TV | 3.21× | ||
| 03 | Magazines | Literature | 2.43× | ||
| 04 | Tradera | Shopping | 2.13× | ||
| 05 | Internet & Social Media | 2.13× | |||
| 06 | Child | Kids & Family | 2.04× | ||
| 07 | Expressen | News | 2.03× | ||
| 08 | SVT Play | Movies & TV | 2.01× | ||
| 09 | Internet & Social Media | 1.93× | |||
| 10 | Aftonbladet | News | 1.90× | ||
| 11 | Nature | Home & Garden | 1.90× | ||
| 12 | IKEA | Home & Garden | 1.88× | ||
| 13 | Avanza | Business & Career | 1.88× | ||
| 14 | Biltema | Business & Career | 1.86× | ||
| 15 | YouTube | Movies & TV | 1.84× | ||
| 16 | Stockholm | Travel & Leisure | 1.83× | ||
| 17 | Göteborgs-Posten | News | 1.68× | ||
| 18 | Sweden | Travel & Leisure | 1.63× | ||
| 19 | Clas Ohlson | Shopping | 1.59× | ||
| 20 | Swedbank | Business & Career | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.33× | |
| Social Media Usage | JOY | 1.26× | |
| Healthy Lifestyle | BALANCE | 0.91× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.25× | |
| Patriotism | CONSERVATISM | 0.54× | |
| Design Affinity | PREMIUM | 0.62× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Fiction books. 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.