A data profile of the people who buy, follow and care about Malmö in Sweden — modelled from more than twelve digital signal sources. Malmö has an estimated audience of 1,480,296 people in Sweden.
Malmö has an estimated audience of 1,480,296 people in Sweden. 59.6% are female, 40.4% are male, average age 45.5. Top brand affinities: Elgiganten, Ryanair, Malmö FF, Systembolaget, Sveriges Television.
Top brand affinities include Elgiganten, Ryanair, Malmö FF, with strongest over-indexing on Elgiganten (3.11× the country average).
Demographically, the Malmö audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Community Orientation, Early Adopter Mentality.
The typical Malmö fan in Sweden is more female, around 45.5 years old, with strong Community Orientation tendencies and a notable affinity for Elgiganten.
The key figures that characterise the Malmö profile in Sweden.
59.6% are female, 40.4% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 59.6% |
| Male | 40.4% |
| Average age | 45.5 |
| Estimated audience size | 1,480,296 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 24% | |
| 50+ | 37% |
The strongest cross-interests of the Malmö audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Turkish Airlines | Travel & Leisure | 4.27× | ||
| 02 | Malmö FF | Sports | 4.26× | ||
| 03 | Elgiganten | Shopping | 3.11× | ||
| 04 | Ryanair | Travel & Leisure | 2.97× | ||
| 05 | Copenhagen | Travel & Leisure | 2.58× | ||
| 06 | Bars | Travel & Leisure | 2.04× | ||
| 07 | Festival | Music & Radio | 2.02× | ||
| 08 | Intersport | Shopping | 1.80× | ||
| 09 | Meat | Food & Beverages | 1.79× | ||
| 10 | Dogs | Pets & Animals | 1.78× | ||
| 11 | Hair products | Beauty & Wellness | 1.75× | ||
| 12 | Happiness | Health | 1.70× | ||
| 13 | Spas | Beauty & Wellness | 1.62× | ||
| 14 | Tradera | Shopping | 1.59× | ||
| 15 | Shoes | Fashion & Accessoires | 1.58× | ||
| 16 | Systembolaget | Shopping | 1.53× | ||
| 17 | Sveriges Television | Technology & Electronics | 1.52× | ||
| 18 | Internet & Social Media | 1.52× | |||
| 19 | Scandinavia | Travel & Leisure | 1.51× | ||
| 20 | Kitchen | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.54× | |
| Early Adopter Mentality | POWER | 1.51× | |
| Indulgence | JOY | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.88× | |
| Creativity | OPEN | 0.97× | |
| Mindfulness | BALANCE | 0.98× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Malmö. 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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