A data profile of the people who buy, follow and care about Leisure in Sweden — modelled from more than twelve digital signal sources. Leisure has an estimated audience of 3,532,830 people in Sweden.
Leisure has an estimated audience of 3,532,830 people in Sweden. 59.3% are female, 40.7% are male, average age 45.5. Top brand affinities: Hemnet, Gina Tricot, Google, Games, Shoes.
Top brand affinities include Hemnet, Gina Tricot, Google, with strongest over-indexing on Hemnet (1.97× the country average).
Demographically, the Leisure audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Community Orientation, Extroversion.
The typical Leisure fan in Sweden is more female, around 45.5 years old, with strong Community Orientation tendencies and a notable affinity for Hemnet.
The key figures that characterise the Leisure profile in Sweden.
59.3% are female, 40.7% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 45.5 |
| Estimated audience size | 3,532,830 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Leisure audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 18.9% |
| Japan | 5.9% |
| United Kingdom | 4.5% |
The strongest cross-interests of the Leisure audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jotex | Shopping | 3.35× | ||
| 02 | Winery | Food & Beverages | 2.05× | ||
| 03 | KappAhl | Fashion & Accessoires | 2.01× | ||
| 04 | Crochet | Home & Garden | 2.01× | ||
| 05 | Hemnet | Home & Garden | 1.97× | ||
| 06 | Gina Tricot | Fashion & Accessoires | 1.97× | ||
| 07 | Celebrity | Movies & TV | 1.88× | ||
| 08 | Internet & Social Media | 1.86× | |||
| 09 | Happiness | Health | 1.86× | ||
| 10 | Hair products | Beauty & Wellness | 1.84× | ||
| 11 | Flower | Home & Garden | 1.81× | ||
| 12 | Dogs | Pets & Animals | 1.79× | ||
| 13 | Mobile phones | Technology & Electronics | 1.72× | ||
| 14 | Video games | Games | 1.72× | ||
| 15 | Shoes | Fashion & Accessoires | 1.69× | ||
| 16 | Current events | Arts & Culture | 1.58× | ||
| 17 | Lindex | Fashion & Accessoires | 1.57× | ||
| 18 | Games | Games | 1.55× | ||
| 19 | Spas | Beauty & Wellness | 1.52× | ||
| 20 | Kitchen | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.42× | |
| Extroversion | THRILL | 1.39× | |
| Career Orientation | POWER | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.89× | |
| DIY Mentality | THRILL | 0.89× | |
| Healthy Lifestyle | BALANCE | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Leisure. 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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