A data profile of the people who buy, follow and care about Instant messaging in Sweden — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 1,557,338 people in Sweden.
Instant messaging has an estimated audience of 1,557,338 people in Sweden. 52.6% are female, 47.4% are male, average age 41.2. Top brand affinities: Creamfields, Louvre Abu Dhabi, Snapchat, TikTok, Recording studio.
Top brand affinities include Creamfields, Louvre Abu Dhabi, Snapchat, with strongest over-indexing on Creamfields (113.53× the country average).
Demographically, the Instant messaging audience skews balanced with an average age of 41.2, and over-indexes on personality traits such as Social Media Usage, Urban Lifestyle.
The typical Instant messaging fan in Sweden is balanced, around 41.2 years old, with strong Social Media Usage tendencies and a notable affinity for Creamfields.
The key figures that characterise the Instant messaging profile in Sweden.
52.6% are female, 47.4% are male, average age 41.2.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 41.2 |
| Estimated audience size | 1,557,338 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 27% |
of the worldwide Instant messaging audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Creamfields | Music & Radio | 113.53× | ||
| 02 | Louvre Abu Dhabi | Arts & Culture | 65.84× | ||
| 03 | Western United States | Travel & Leisure | 17.88× | ||
| 04 | Dua Lipa | Music & Radio | 7.58× | ||
| 05 | Recording studio | Music & Radio | 7.17× | ||
| 06 | Snapchat | Internet & Social Media | 5.62× | ||
| 07 | Tate McRae | Music & Radio | 5.21× | ||
| 08 | Internet & Social Media | 3.87× | |||
| 09 | TikTok | Internet & Social Media | 2.89× | ||
| 10 | X | Internet & Social Media | 1.90× | ||
| 11 | Baltic Sea | Travel & Leisure | 1.80× | ||
| 12 | Expressen | News | 1.77× | ||
| 13 | Comedy movies | Movies & TV | 1.66× | ||
| 14 | Aftonbladet | News | 1.57× | ||
| 15 | Magazines | Literature | 1.56× | ||
| 16 | Animal | Pets & Animals | 1.53× | ||
| 17 | Christmas | Kids & Family | 1.52× | ||
| 18 | Internet & Social Media | 1.51× | |||
| 19 | Internet & Social Media | 1.51× | |||
| 20 | Video games | Games | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.00× | |
| Urban Lifestyle | OPEN | 0.89× | |
| Healthy Lifestyle | BALANCE | 0.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.27× | |
| Design Affinity | PREMIUM | 0.50× | |
| Patriotism | CONSERVATISM | 0.52× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Instant messaging. 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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