A data profile of the people who buy, follow and care about OMNI in Sweden — modelled from more than twelve digital signal sources. OMNI has an estimated audience of 1,594,030 people in Sweden.
OMNI has an estimated audience of 1,594,030 people in Sweden. 53.1% are female, 46.9% are male, average age 43.9. Top brand affinities: Ice Hockey World Championships, LinkedIn, Tabloid (newspaper format), Renewable energy, Real property.
Top brand affinities include Ice Hockey World Championships, LinkedIn, Tabloid (newspaper format), with strongest over-indexing on Ice Hockey World Championships (1.53× the country average).
Demographically, the OMNI audience skews balanced with an average age of 43.9, and over-indexes on personality traits such as Sustainability, Family Orientation.
The typical OMNI fan in Sweden is balanced, around 43.9 years old, with strong Sustainability tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the OMNI profile in Sweden.
53.1% are female, 46.9% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 53.1% |
| Male | 46.9% |
| Average age | 43.9 |
| Estimated audience size | 1,594,030 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 14% | |
| 30-39 | 15% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide OMNI audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 39.6% |
| United States | 16.6% |
| Brazil | 9.7% |
The strongest cross-interests of the OMNI audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tabloid (newspaper format) | Literature | 2.50× | ||
| 02 | Real property | Home & Garden | 2.26× | ||
| 03 | Bob Dylan | Music & Radio | 2.04× | ||
| 04 | Sustainable energy | Home & Garden | 1.99× | ||
| 05 | Renewable energy | Business & Career | 1.98× | ||
| 06 | Apple TV | Movies & TV | 1.95× | ||
| 07 | Solar energy | Home & Garden | 1.85× | ||
| 08 | Innovation | Business & Career | 1.85× | ||
| 09 | Activism | Politics & Society | 1.80× | ||
| 10 | Stock market | Business & Career | 1.77× | ||
| 11 | CNN | Movies & TV | 1.77× | ||
| 12 | Crime fiction | Literature | 1.76× | ||
| 13 | Internet & Social Media | 1.70× | |||
| 14 | Tesla Motors | Cars & Mobility | 1.69× | ||
| 15 | Online newspaper | News | 1.68× | ||
| 16 | Internet & Social Media | 1.62× | |||
| 17 | Mortgage loans | Business & Career | 1.55× | ||
| 18 | Terraced house | Home & Garden | 1.54× | ||
| 19 | Ice Hockey World Championships | Sports | 1.53× | ||
| 20 | Lawn mower | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.60× | |
| Family Orientation | CONSERVATISM | 1.52× | |
| Early Adopter Mentality | POWER | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.66× | |
| Extroversion | THRILL | 0.69× | |
| Pet Ownership | JOY | 0.79× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for OMNI. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.