A data profile of the people who buy, follow and care about Home Design in Sweden — modelled from more than twelve digital signal sources. Home Design has an estimated audience of 1,545,571 people in Sweden.
Home Design has an estimated audience of 1,545,571 people in Sweden. 70.9% are female, 29.1% are male, average age 44.0. Top brand affinities: Home Renovations, Sveriges Television, Hemnet, Biltema, Gina Tricot.
Top brand affinities include Home Renovations, Sveriges Television, Hemnet, with strongest over-indexing on Home Renovations (6.07× the country average).
Demographically, the Home Design audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality.
The typical Home Design fan in Sweden is more female, around 44.0 years old, with strong Design Affinity tendencies and a notable affinity for Home Renovations.
The key figures that characterise the Home Design profile in Sweden.
70.9% are female, 29.1% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 70.9% |
| Male | 29.1% |
| Average age | 44.0 |
| Estimated audience size | 1,545,571 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Home Design audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 8.8% |
| Germany | 6.8% |
The strongest cross-interests of the Home Design audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home Renovations | Home & Garden | 6.07× | ||
| 02 | Jotex | Shopping | 3.49× | ||
| 03 | Seaside resort | Travel & Leisure | 3.40× | ||
| 04 | First-time buyer | Shopping | 2.81× | ||
| 05 | Crochet | Home & Garden | 2.53× | ||
| 06 | Modern art | Arts & Culture | 2.42× | ||
| 07 | Danish design | Home & Garden | 2.41× | ||
| 08 | Travel photography | Technology & Electronics | 2.40× | ||
| 09 | Renovation | Home & Garden | 2.16× | ||
| 10 | Ryanair | Travel & Leisure | 1.98× | ||
| 11 | Hobby | Home & Garden | 1.89× | ||
| 12 | Sveriges Television | Technology & Electronics | 1.75× | ||
| 13 | Hemnet | Home & Garden | 1.75× | ||
| 14 | Gina Tricot | Fashion & Accessoires | 1.75× | ||
| 15 | JYSK | Home & Garden | 1.69× | ||
| 16 | Science | Business & Career | 1.69× | ||
| 17 | Biltema | Business & Career | 1.59× | ||
| 18 | Lindex | Fashion & Accessoires | 1.57× | ||
| 19 | Home improvement | Home & Garden | 1.54× | ||
| 20 | Women's clothing | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.22× | |
| Early Adopter Mentality | POWER | 1.69× | |
| Quality Awareness | PREMIUM | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.85× | |
| Need for Security | CONSERVATISM | 0.85× | |
| Social Media Usage | JOY | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Home Design. 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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