A data profile of the people who buy, follow and care about Saturday in Sweden — modelled from more than twelve digital signal sources. Saturday has an estimated audience of 1,912,831 people in Sweden.
Saturday has an estimated audience of 1,912,831 people in Sweden. 58.8% are female, 41.2% are male, average age 45.0. Top brand affinities: Elgiganten, KappAhl, Real property, Lunch, Fiction books.
Top brand affinities include Elgiganten, KappAhl, Real property, with strongest over-indexing on Elgiganten (2.44× the country average).
Demographically, the Saturday audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Community Orientation, Tradition.
The typical Saturday fan in Sweden is more female, around 45.0 years old, with strong Community Orientation tendencies and a notable affinity for Elgiganten.
The key figures that characterise the Saturday profile in Sweden.
58.8% are female, 41.2% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 45.0 |
| Estimated audience size | 1,912,831 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Saturday audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 30.6% |
| United Kingdom | 7.2% |
| Australia | 3.6% |
The strongest cross-interests of the Saturday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Elgiganten | Shopping | 2.44× | ||
| 02 | Bourbon whiskey | Food & Beverages | 2.30× | ||
| 03 | Real property | Home & Garden | 2.29× | ||
| 04 | Viral video | Internet & Social Media | 2.04× | ||
| 05 | News magazine | News | 1.91× | ||
| 06 | Linux | Technology & Electronics | 1.89× | ||
| 07 | Dentistry | Business & Career | 1.80× | ||
| 08 | Real estate broker | Home & Garden | 1.77× | ||
| 09 | First-person shooter games | Games | 1.76× | ||
| 10 | Science fiction movies | Movies & TV | 1.64× | ||
| 11 | KappAhl | Fashion & Accessoires | 1.62× | ||
| 12 | Lunch | Food & Beverages | 1.58× | ||
| 13 | Financial services | Business & Career | 1.58× | ||
| 14 | Internet & Social Media | 1.58× | |||
| 15 | Fiction books | Literature | 1.57× | ||
| 16 | Vattenfall | Home & Garden | 1.53× | ||
| 17 | Allsvenskan | Sports | 1.53× | ||
| 18 | Germany | Travel & Leisure | 1.52× | ||
| 19 | University | Business & Career | 1.51× | ||
| 20 | Charity and causes | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.31× | |
| Tradition | CONSERVATISM | 1.25× | |
| Need for Security | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.91× | |
| Price Sensitivity | PREMIUM | 0.93× | |
| Pet Ownership | JOY | 0.95× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Saturday. 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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