A data profile of the people who buy, follow and care about Nature in Sweden — modelled from more than twelve digital signal sources. Nature has an estimated audience of 4,021,675 people in Sweden.
Nature has an estimated audience of 4,021,675 people in Sweden. 57.2% are female, 42.8% are male, average age 47.7. Top brand affinities: Willys, Family, Cooking, House, Furniture.
Top brand affinities include Willys, Family, Cooking, with strongest over-indexing on Willys (1.54× the country average).
Demographically, the Nature audience skews more female with an average age of 47.7, and over-indexes on personality traits such as Urban Lifestyle, Healthy Lifestyle.
The typical Nature fan in Sweden is more female, around 47.7 years old, with strong Urban Lifestyle tendencies and a notable affinity for Willys.
The key figures that characterise the Nature profile in Sweden.
57.2% are female, 42.8% are male, average age 47.7.
| Metric | Value |
|---|---|
| Female | 57.2% |
| Male | 42.8% |
| Average age | 47.7 |
| Estimated audience size | 4,021,675 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 12% | |
| 30-39 | 16% | |
| 40-49 | 24% | |
| 50+ | 43% |
of the worldwide Nature audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 18.6% |
| Italy | 5.1% |
| Brazil | 4.7% |
The strongest cross-interests of the Nature audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vacations | Travel & Leisure | 1.60× | ||
| 02 | Crafts | Home & Garden | 1.58× | ||
| 03 | Beaches | Travel & Leisure | 1.57× | ||
| 04 | History | Literature | 1.57× | ||
| 05 | Hotels | Travel & Leisure | 1.55× | ||
| 06 | Spas | Beauty & Wellness | 1.55× | ||
| 07 | Willys | Shopping | 1.54× | ||
| 08 | Home improvement | Home & Garden | 1.53× | ||
| 09 | Books | Literature | 1.53× | ||
| 10 | House | Home & Garden | 1.52× | ||
| 11 | Do it yourself (DIY) | Home & Garden | 1.52× | ||
| 12 | Organic food | Food & Beverages | 1.52× | ||
| 13 | Cats | Pets & Animals | 1.52× | ||
| 14 | Family | Kids & Family | 1.51× | ||
| 15 | Cooking | Food & Beverages | 1.51× | ||
| 16 | Furniture | Home & Garden | 1.51× | ||
| 17 | Dogs | Pets & Animals | 1.51× | ||
| 18 | Renovation | Home & Garden | 1.51× | ||
| 19 | Camping | Travel & Leisure | 1.50× | ||
| 20 | Apartment | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.43× | |
| Healthy Lifestyle | BALANCE | 1.09× | |
| Travelling | THRILL | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.55× | |
| Early Adopter Mentality | POWER | 0.67× | |
| Design Affinity | PREMIUM | 0.74× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Nature. 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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