A data profile of the people who buy, follow and care about Sleep in Sweden — modelled from more than twelve digital signal sources. Sleep has an estimated audience of 1,459,187 people in Sweden.
Sleep has an estimated audience of 1,459,187 people in Sweden. 70.1% are female, 29.9% are male, average age 44.9. Top brand affinities: Mattress, JYSK, Flower, Organic food, Flower bouquet.
Top brand affinities include Mattress, JYSK, Flower, with strongest over-indexing on Mattress (4.16× the country average).
Demographically, the Sleep audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Quality Awareness, Mindfulness.
The typical Sleep fan in Sweden is more female, around 44.9 years old, with strong Quality Awareness tendencies and a notable affinity for Mattress.
The key figures that characterise the Sleep profile in Sweden.
70.1% are female, 29.9% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 70.1% |
| Male | 29.9% |
| Average age | 44.9 |
| Estimated audience size | 1,459,187 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Sleep audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 23.2% |
| Japan | 7.8% |
| United Kingdom | 5.4% |
The strongest cross-interests of the Sleep audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mattress | Home & Garden | 4.16× | ||
| 02 | Jotex | Shopping | 2.35× | ||
| 03 | Bestseller | Literature | 2.20× | ||
| 04 | Flower bouquet | Home & Garden | 2.16× | ||
| 05 | Real property | Home & Garden | 2.16× | ||
| 06 | Weaving | Fashion & Accessoires | 2.05× | ||
| 07 | Sewing machine | Home & Garden | 1.98× | ||
| 08 | JYSK | Home & Garden | 1.89× | ||
| 09 | Red wine | Food & Beverages | 1.74× | ||
| 10 | Crochet | Home & Garden | 1.67× | ||
| 11 | Lunch | Food & Beverages | 1.67× | ||
| 12 | Champagne | Food & Beverages | 1.65× | ||
| 13 | White wine | Food & Beverages | 1.65× | ||
| 14 | Hobby | Home & Garden | 1.63× | ||
| 15 | Sparkling wine | Food & Beverages | 1.59× | ||
| 16 | Wine tasting | Food & Beverages | 1.59× | ||
| 17 | Flower | Home & Garden | 1.56× | ||
| 18 | Organic food | Food & Beverages | 1.54× | ||
| 19 | Danish design | Home & Garden | 1.54× | ||
| 20 | Property finder | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.58× | |
| Mindfulness | BALANCE | 1.41× | |
| Indulgence | JOY | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.92× | |
| Career Orientation | POWER | 0.94× | |
| Extroversion | THRILL | 1.01× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Sleep. 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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