A data profile of the people who buy, follow and care about Malmö FF in Sweden — modelled from more than twelve digital signal sources. Malmö FF has an estimated audience of 1,160,272 people in Sweden.
Malmö FF has an estimated audience of 1,160,272 people in Sweden. 31.7% are female, 68.3% are male, average age 40.2. Top brand affinities: Djurgårdens IF Fotboll, IFK Göteborg, AIK Fotboll, IFK Norrköping, Willys.
Top brand affinities include Djurgårdens IF Fotboll, IFK Göteborg, AIK Fotboll, with strongest over-indexing on Djurgårdens IF Fotboll (25.73× the country average).
Demographically, the Malmö FF audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Malmö FF fan in Sweden is more male, around 40.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Djurgårdens IF Fotboll.
The key figures that characterise the Malmö FF profile in Sweden.
31.7% are female, 68.3% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 31.7% |
| Male | 68.3% |
| Average age | 40.2 |
| Estimated audience size | 1,160,272 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 18% | |
| 30-39 | 14% | |
| 40-49 | 20% | |
| 50+ | 26% |
of the worldwide Malmö FF audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 19.9% |
| Uganda | 4.3% |
| Democratic Republic of the Congo | 3.9% |
The strongest cross-interests of the Malmö FF audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Djurgårdens IF Fotboll | Sports | 25.73× | ||
| 02 | Kalmar FF | Sports | 24.87× | ||
| 03 | IFK Norrköping | Sports | 23.68× | ||
| 04 | Helsingborgs IF | Sports | 19.94× | ||
| 05 | IFK Göteborg | Sports | 18.77× | ||
| 06 | AIK Fotboll | Sports | 16.10× | ||
| 07 | Hammarby Fotboll | Sports | 15.73× | ||
| 08 | IF Elfsborg | Sports | 10.94× | ||
| 09 | Allsvenskan | Sports | 8.12× | ||
| 10 | Willys | Shopping | 5.99× | ||
| 11 | Fotbollskanalen | Sports | 5.31× | ||
| 12 | Ice Hockey World Championships | Sports | 4.92× | ||
| 13 | Malmö | Travel & Leisure | 4.26× | ||
| 14 | Biltema | Business & Career | 3.99× | ||
| 15 | Sportbladet | Sports | 3.92× | ||
| 16 | Svenska Spel | Games | 3.22× | ||
| 17 | Avanza | Business & Career | 2.76× | ||
| 18 | Swedbank | Business & Career | 2.20× | ||
| 19 | Clas Ohlson | Shopping | 2.06× | ||
| 20 | Systembolaget | Shopping | 2.04× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 2.02× | |
| Social Media Usage | JOY | 1.39× | |
| Healthy Lifestyle | BALANCE | 0.94× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.37× | |
| Early Adopter Mentality | POWER | 0.44× | |
| Design Affinity | PREMIUM | 0.65× |
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 FF. 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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