A data profile of the people who buy, follow and care about Reading in Sweden — modelled from more than twelve digital signal sources. Reading has an estimated audience of 5,963,898 people in Sweden.
Reading has an estimated audience of 5,963,898 people in Sweden. 57.1% are female, 42.9% are male, average age 44.1. Top brand affinities: Hemnet, Sveriges Television, Gina Tricot, KappAhl, Jotex.
Top brand affinities include Hemnet, Sveriges Television, Gina Tricot, with strongest over-indexing on Hemnet (1.69× the country average).
Demographically, the Reading audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Extroversion, Convenience Orientation.
The typical Reading fan in Sweden is more female, around 44.1 years old, with strong Extroversion tendencies and a notable affinity for Hemnet.
The key figures that characterise the Reading profile in Sweden.
57.1% are female, 42.9% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 44.1 |
| Estimated audience size | 5,963,898 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 35% |
of the worldwide Reading audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 22.3% |
| Japan | 8.3% |
| India | 5.8% |
The strongest cross-interests of the Reading audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jotex | Shopping | 3.07× | ||
| 02 | Bonprix | Shopping | 2.26× | ||
| 03 | Eyelash | Beauty & Wellness | 1.97× | ||
| 04 | Helsinki | Travel & Leisure | 1.89× | ||
| 05 | Baby food | Kids & Family | 1.87× | ||
| 06 | KappAhl | Fashion & Accessoires | 1.75× | ||
| 07 | Weaving | Fashion & Accessoires | 1.74× | ||
| 08 | Winery | Food & Beverages | 1.71× | ||
| 09 | Salad | Food & Beverages | 1.71× | ||
| 10 | Hemnet | Home & Garden | 1.69× | ||
| 11 | Gina Tricot | Fashion & Accessoires | 1.69× | ||
| 12 | Crochet | Home & Garden | 1.69× | ||
| 13 | True crime | Movies & TV | 1.64× | ||
| 14 | Weather | Home & Garden | 1.59× | ||
| 15 | Yorkshire Terrier | Pets & Animals | 1.59× | ||
| 16 | Flower | Home & Garden | 1.58× | ||
| 17 | Poster | Arts & Culture | 1.56× | ||
| 18 | French Bulldog | Pets & Animals | 1.54× | ||
| 19 | Sveriges Television | Technology & Electronics | 1.53× | ||
| 20 | Golden Retriever | Pets & Animals | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.26× | |
| Convenience Orientation | PREMIUM | 1.21× | |
| Mindfulness | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.80× | |
| Sustainability | BALANCE | 0.87× | |
| Need for Security | CONSERVATISM | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Reading. 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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