Rascasse Audience Intelligence

Shopping Audience in Sweden

A data profile of the people who buy, follow and care about Shopping in Sweden — modelled from more than twelve digital signal sources. Shopping has an estimated audience of 6,186,092 people in Sweden.

#7among Lifestyle cluster in Sweden
#7among Topic in Sweden#6in Shopping

Shopping has an estimated audience of 6,186,092 people in Sweden. 57.0% are female, 43.0% are male, average age 45.2.

Demographically, the Shopping audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Travelling, Design Affinity.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-17.

Section 01

At a glance

The key figures that characterise the Shopping profile in Sweden.

Audience size
6.2M
in Sweden
Gender
57.0%♀
43.0% male
Age
45.2
average years
Country rank
#32
Topic in Sweden
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Shopping fans

57.0% are female, 43.0% are male, average age 45.2.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Shopping audience in Sweden
MetricValue
Female57.0%
Male43.0%
Average age45.2
Estimated audience size6,186,092
Fig. 03

Age distribution

Ø 45.2
average years
Age distribution of the Shopping audience in Sweden
Age bracketShare%
16-1910%
20-2915%
30-3916%
40-4923%
50+37%
Fig. 04

Worldwide distribution

0.8%

of the worldwide Shopping audience comes from Sweden.

Worldwide audience distribution share by country for Shopping
CountryShare
United States21.8%
Japan7.1%
India5.9%
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shopping audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Shopping audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL0.95×
Design AffinityPREMIUM0.88×
Healthy LifestyleBALANCE0.86×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shopping audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.76×
Urban LifestyleOPEN0.83×
PatriotismCONSERVATISM0.85×
0×1.00× baseline2×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in Sweden

See Shopping audiences in other countries

How to read this data

Audience size is the estimated number of people in Sweden who actively search for Shopping. 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.

About this audience profile

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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