A data profile of the people who buy, follow and care about Sauna in Sweden — modelled from more than twelve digital signal sources. Sauna has an estimated audience of 1,244,511 people in Sweden.
Sauna has an estimated audience of 1,244,511 people in Sweden. 72.0% are female, 28.0% are male, average age 47.2. Top brand affinities: Holiday cottage, Summer house, Cottage, Hemnet, Bedroom.
Top brand affinities include Holiday cottage, Summer house, Cottage, with strongest over-indexing on Holiday cottage (4.29× the country average).
Demographically, the Sauna audience skews more female with an average age of 47.2, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Sauna fan in Sweden is more female, around 47.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Holiday cottage.
The key figures that characterise the Sauna profile in Sweden.
72.0% are female, 28.0% are male, average age 47.2.
| Metric | Value |
|---|---|
| Female | 72.0% |
| Male | 28.0% |
| Average age | 47.2 |
| Estimated audience size | 1,244,511 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 12% | |
| 30-39 | 16% | |
| 40-49 | 25% | |
| 50+ | 41% |
of the worldwide Sauna audience comes from Sweden.
| Country | Share |
|---|---|
| Japan | 24.5% |
| United States | 8.8% |
| Germany | 6.9% |
The strongest cross-interests of the Sauna audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Land lot | Home & Garden | 5.36× | ||
| 02 | Single-family detached home | Home & Garden | 4.73× | ||
| 03 | Holiday cottage | Travel & Leisure | 4.29× | ||
| 04 | Fireplace | Home & Garden | 4.24× | ||
| 05 | Terraced house | Home & Garden | 4.03× | ||
| 06 | Summer house | Travel & Leisure | 3.64× | ||
| 07 | Bedroom | Home & Garden | 3.48× | ||
| 08 | Patio | Home & Garden | 3.45× | ||
| 09 | Cottage | Travel & Leisure | 3.39× | ||
| 10 | Balcony | Home & Garden | 3.34× | ||
| 11 | Living room | Home & Garden | 3.22× | ||
| 12 | Bathroom | Home & Garden | 3.06× | ||
| 13 | Greenhouse | Home & Garden | 2.89× | ||
| 14 | Real estate economics | Business & Career | 2.86× | ||
| 15 | Kitchen | Home & Garden | 2.03× | ||
| 16 | Hemnet | Home & Garden | 1.80× | ||
| 17 | Sweden | Travel & Leisure | 1.65× | ||
| 18 | Dagens Industri | Business & Career | 1.60× | ||
| 19 | Systembolaget | Shopping | 1.54× | ||
| 20 | Göteborgs-Posten | News | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 2.78× | |
| Social Media Usage | JOY | 1.15× | |
| Early Adopter Mentality | POWER | 0.79× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.40× | |
| Healthy Lifestyle | BALANCE | 0.54× | |
| Travelling | THRILL | 0.55× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Sauna. 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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