A data profile of the people who buy, follow and care about Hobby in Sweden — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 1,904,400 people in Sweden.
Hobby has an estimated audience of 1,904,400 people in Sweden. 67.9% are female, 32.1% are male, average age 45.7. Top brand affinities: Sveriges Television, Biltema, IKEA, Clas Ohlson, Hemnet.
Top brand affinities include Sveriges Television, Biltema, IKEA, with strongest over-indexing on Sveriges Television (1.91× the country average).
Demographically, the Hobby audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Travelling, Healthy Lifestyle.
The typical Hobby fan in Sweden is more female, around 45.7 years old, with strong Travelling tendencies and a notable affinity for Sveriges Television.
The key figures that characterise the Hobby profile in Sweden.
67.9% are female, 32.1% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 45.7 |
| Estimated audience size | 1,904,400 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 39% |
of the worldwide Hobby audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
The strongest cross-interests of the Hobby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Weaving | Fashion & Accessoires | 2.83× | ||
| 02 | Pattern (sewing) | Home & Garden | 2.76× | ||
| 03 | Sewing machine | Home & Garden | 2.60× | ||
| 04 | Wool | Fashion & Accessoires | 2.27× | ||
| 05 | Handicraft | Home & Garden | 1.99× | ||
| 06 | Flower | Home & Garden | 1.96× | ||
| 07 | Sveriges Television | Technology & Electronics | 1.91× | ||
| 08 | Gina Tricot | Fashion & Accessoires | 1.87× | ||
| 09 | Women's clothing | Fashion & Accessoires | 1.74× | ||
| 10 | Leisure | Travel & Leisure | 1.69× | ||
| 11 | Biltema | Business & Career | 1.68× | ||
| 12 | Garden | Home & Garden | 1.66× | ||
| 13 | IKEA | Home & Garden | 1.63× | ||
| 14 | Culture | Literature | 1.60× | ||
| 15 | Hemnet | Home & Garden | 1.54× | ||
| 16 | Clas Ohlson | Shopping | 1.53× | ||
| 17 | SVT Play | Movies & TV | 1.52× | ||
| 18 | Boozt | Shopping | 1.52× | ||
| 19 | Pets | Pets & Animals | 1.51× | ||
| 20 | Willys | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.60× | |
| Healthy Lifestyle | BALANCE | 1.34× | |
| Design Affinity | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.06× | |
| Social Media Usage | JOY | 1.07× | |
| Early Adopter Mentality | POWER | 1.15× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Hobby. 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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