A data profile of the people who buy, follow and care about Money in Sweden — modelled from more than twelve digital signal sources. Money has an estimated audience of 1,694,371 people in Sweden.
Money has an estimated audience of 1,694,371 people in Sweden. 47.9% are female, 52.1% are male, average age 45.1. Top brand affinities: Swedbank, Elgiganten, TikTok, Google, Dogs.
Top brand affinities include Swedbank, Elgiganten, TikTok, with strongest over-indexing on Swedbank (1.82× the country average).
Demographically, the Money audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Early Adopter Mentality, Community Orientation.
The typical Money fan in Sweden is balanced, around 45.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Swedbank.
The key figures that characterise the Money profile in Sweden.
47.9% are female, 52.1% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 47.9% |
| Male | 52.1% |
| Average age | 45.1 |
| Estimated audience size | 1,694,371 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Money audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 27.7% |
| United Kingdom | 6.9% |
| Brazil | 6.0% |
The strongest cross-interests of the Money audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Financial services | Business & Career | 2.85× | ||
| 02 | Charity and causes | Business & Career | 2.47× | ||
| 03 | First-person shooter games | Games | 2.44× | ||
| 04 | Fiction books | Literature | 2.25× | ||
| 05 | Electronic music | Music & Radio | 2.13× | ||
| 06 | Tattoos | Fashion & Accessoires | 2.07× | ||
| 07 | Hair products | Beauty & Wellness | 1.97× | ||
| 08 | Happiness | Health | 1.96× | ||
| 09 | Celebrity | Movies & TV | 1.94× | ||
| 10 | TikTok | Internet & Social Media | 1.88× | ||
| 11 | Dogs | Pets & Animals | 1.86× | ||
| 12 | Meat | Food & Beverages | 1.85× | ||
| 13 | Swedbank | Business & Career | 1.82× | ||
| 14 | Internet & Social Media | 1.79× | |||
| 15 | Video games | Games | 1.78× | ||
| 16 | Elgiganten | Shopping | 1.74× | ||
| 17 | Higher education | Business & Career | 1.74× | ||
| 18 | Shoes | Fashion & Accessoires | 1.61× | ||
| 19 | Tele2 | Technology & Electronics | 1.59× | ||
| 20 | Mobile phones | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.67× | |
| Community Orientation | OPEN | 1.66× | |
| Extroversion | THRILL | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.71× | |
| Quality Awareness | PREMIUM | 0.73× | |
| Creativity | OPEN | 0.76× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Money. 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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