A data profile of the people who buy, follow and care about Outdoor recreation in Sweden — modelled from more than twelve digital signal sources. Outdoor recreation has an estimated audience of 5,999,394 people in Sweden.
Outdoor recreation has an estimated audience of 5,999,394 people in Sweden. 53.5% are female, 46.5% are male, average age 45.5. Top brand affinities: Sveriges Television, Hemnet, Flower, Crochet, Jotex.
Top brand affinities include Sveriges Television, Hemnet, Flower, with strongest over-indexing on Sveriges Television (1.63× the country average).
Demographically, the Outdoor recreation audience skews balanced with an average age of 45.5, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
The typical Outdoor recreation fan in Sweden is balanced, around 45.5 years old, with strong DIY Mentality tendencies and a notable affinity for Sveriges Television.
The key figures that characterise the Outdoor recreation profile in Sweden.
53.5% are female, 46.5% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 53.5% |
| Male | 46.5% |
| Average age | 45.5 |
| Estimated audience size | 5,999,394 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 38% |
of the worldwide Outdoor recreation audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 23.9% |
| Japan | 9.0% |
| Germany | 5.3% |
The strongest cross-interests of the Outdoor recreation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jotex | Shopping | 2.67× | ||
| 02 | Ravelry | Internet & Social Media | 2.03× | ||
| 03 | Alaskan Malamute | Pets & Animals | 1.82× | ||
| 04 | Baby food | Kids & Family | 1.81× | ||
| 05 | Eyelash | Beauty & Wellness | 1.81× | ||
| 06 | Crochet | Home & Garden | 1.79× | ||
| 07 | Hemnet | Home & Garden | 1.66× | ||
| 08 | Sveriges Television | Technology & Electronics | 1.63× | ||
| 09 | Shih Tzu | Pets & Animals | 1.63× | ||
| 10 | Border Collie | Pets & Animals | 1.63× | ||
| 11 | Siberian Husky | Pets & Animals | 1.62× | ||
| 12 | Yorkshire Terrier | Pets & Animals | 1.62× | ||
| 13 | Dachshund | Pets & Animals | 1.59× | ||
| 14 | Beagle | Pets & Animals | 1.58× | ||
| 15 | Labrador Retriever | Pets & Animals | 1.57× | ||
| 16 | French Bulldog | Pets & Animals | 1.57× | ||
| 17 | Flower | Home & Garden | 1.56× | ||
| 18 | Rottweiler | Pets & Animals | 1.54× | ||
| 19 | Golden Retriever | Pets & Animals | 1.53× | ||
| 20 | Bulldog | Pets & Animals | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.16× | |
| Quality Awareness | PREMIUM | 1.15× | |
| Mindfulness | BALANCE | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.77× | |
| Need for Security | CONSERVATISM | 0.81× | |
| Family Orientation | CONSERVATISM | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Outdoor recreation. 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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