A data profile of the people who buy, follow and care about Horse & Rider in Sweden — modelled from more than twelve digital signal sources. Horse & Rider has an estimated audience of 1,522,652 people in Sweden.
Horse & Rider has an estimated audience of 1,522,652 people in Sweden. 71.8% are female, 28.2% are male, average age 45.1. Top brand affinities: Sveriges Television, Hemnet, Biltema, Gina Tricot, Do it yourself (DIY).
Top brand affinities include Sveriges Television, Hemnet, Biltema, with strongest over-indexing on Sveriges Television (1.8× the country average).
Demographically, the Horse & Rider audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Quality Awareness, Design Affinity.
The typical Horse & Rider fan in Sweden is more female, around 45.1 years old, with strong Quality Awareness tendencies and a notable affinity for Sveriges Television.
The key figures that characterise the Horse & Rider profile in Sweden.
71.8% are female, 28.2% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 71.8% |
| Male | 28.2% |
| Average age | 45.1 |
| Estimated audience size | 1,522,652 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Horse & Rider audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 21.4% |
| Germany | 15.6% |
| Japan | 9.4% |
The strongest cross-interests of the Horse & Rider audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | FEI World Equestrian Games | Sports | 4.62× | ||
| 02 | Jotex | Shopping | 3.80× | ||
| 03 | Veterinary medicine | Business & Career | 3.17× | ||
| 04 | Pet store | Pets & Animals | 2.91× | ||
| 05 | Pet food | Pets & Animals | 2.10× | ||
| 06 | First-time buyer | Shopping | 2.10× | ||
| 07 | Hobby | Home & Garden | 2.04× | ||
| 08 | JYSK | Home & Garden | 2.01× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 1.95× | ||
| 10 | Red wine | Food & Beverages | 1.89× | ||
| 11 | Champagne | Food & Beverages | 1.86× | ||
| 12 | Hemnet | Home & Garden | 1.82× | ||
| 13 | Gina Tricot | Fashion & Accessoires | 1.82× | ||
| 14 | Sparkling wine | Food & Beverages | 1.81× | ||
| 15 | Sveriges Television | Technology & Electronics | 1.80× | ||
| 16 | Biltema | Business & Career | 1.72× | ||
| 17 | Flower | Home & Garden | 1.63× | ||
| 18 | Science | Business & Career | 1.63× | ||
| 19 | Lindex | Fashion & Accessoires | 1.58× | ||
| 20 | KappAhl | Fashion & Accessoires | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.50× | |
| Design Affinity | PREMIUM | 1.47× | |
| Mindfulness | BALANCE | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.79× | |
| Spirituality | BALANCE | 0.81× | |
| Urban Lifestyle | OPEN | 0.91× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Horse & Rider. 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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