A data profile of the people who buy, follow and care about Hemnet in Sweden — modelled from more than twelve digital signal sources. Hemnet has an estimated audience of 7,366,834 people in Sweden.
Hemnet has an estimated audience of 7,366,834 people in Sweden. 73.0% are female, 27.0% are male, average age 44.2. Top brand affinities: IKEA, Ice Hockey World Championships, Biltema, Sveriges Television, Ludvig Åberg.
Top brand affinities include IKEA, Ice Hockey World Championships, Biltema, with strongest over-indexing on IKEA (2.16× the country average).
Demographically, the Hemnet audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Patriotism, Design Affinity.
The typical Hemnet fan in Sweden is more female, around 44.2 years old, with strong Patriotism tendencies and a notable affinity for IKEA.
The key figures that characterise the Hemnet profile in Sweden.
73.0% are female, 27.0% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 73.0% |
| Male | 27.0% |
| Average age | 44.2 |
| Estimated audience size | 7,366,834 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Hemnet audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 72.8% |
| United States | 4.2% |
| Germany | 3.2% |
The strongest cross-interests of the Hemnet audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Horses | Pets & Animals | 2.31× | ||
| 02 | Villa | Travel & Leisure | 2.22× | ||
| 03 | IKEA | Home & Garden | 2.16× | ||
| 04 | Ice Hockey World Championships | Sports | 2.12× | ||
| 05 | Culture | Literature | 2.11× | ||
| 06 | Biltema | Business & Career | 2.09× | ||
| 07 | Garden | Home & Garden | 2.02× | ||
| 08 | Boozt | Shopping | 1.92× | ||
| 09 | Sveriges Television | Technology & Electronics | 1.91× | ||
| 10 | SVT Play | Movies & TV | 1.88× | ||
| 11 | Pets | Pets & Animals | 1.72× | ||
| 12 | Reading | Literature | 1.69× | ||
| 13 | Outdoor recreation | Sports | 1.66× | ||
| 14 | Ludvig Åberg | Sports | 1.65× | ||
| 15 | Vehicles | Cars & Mobility | 1.65× | ||
| 16 | Sports | Sports | 1.59× | ||
| 17 | Food and drink | Food & Beverages | 1.57× | ||
| 18 | Entertainment | Movies & TV | 1.55× | ||
| 19 | Arts and music | Arts & Culture | 1.54× | ||
| 20 | Sweden | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.94× | |
| Design Affinity | PREMIUM | 1.61× | |
| Travelling | THRILL | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.66× | |
| Social Media Usage | JOY | 0.97× | |
| Early Adopter Mentality | POWER | 1.13× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Hemnet. 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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