A data profile of the people who buy, follow and care about Stockholm in Sweden — modelled from more than twelve digital signal sources. Stockholm has an estimated audience of 4,669,788 people in Sweden.
Stockholm has an estimated audience of 4,669,788 people in Sweden. 57.5% are female, 42.5% are male, average age 45.8. Top brand affinities: Shopping, Design, Online shopping, Beauty, Country.
Top brand affinities include Shopping, Design, Online shopping, with strongest over-indexing on Shopping (1.51× the country average).
Demographically, the Stockholm audience skews more female with an average age of 45.8, and over-indexes on personality traits such as Travelling, Urban Lifestyle.
The typical Stockholm fan in Sweden is more female, around 45.8 years old, with strong Travelling tendencies and a notable affinity for Shopping.
The key figures that characterise the Stockholm profile in Sweden.
57.5% are female, 42.5% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 57.5% |
| Male | 42.5% |
| Average age | 45.8 |
| Estimated audience size | 4,669,788 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Stockholm audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 25.8% |
| United States | 7.7% |
| Germany | 6.3% |
The strongest cross-interests of the Stockholm audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skansen | Music & Radio | 2.00× | ||
| 02 | Viking Line | Music & Radio | 2.00× | ||
| 03 | Country | Travel & Leisure | 1.78× | ||
| 04 | Northern Europe | Politics & Society | 1.69× | ||
| 05 | Dresses | Fashion & Accessoires | 1.62× | ||
| 06 | Hotels | Travel & Leisure | 1.55× | ||
| 07 | Cosmetics | Beauty & Wellness | 1.55× | ||
| 08 | Design | Home & Garden | 1.54× | ||
| 09 | Home improvement | Home & Garden | 1.54× | ||
| 10 | Nordic countries | Travel & Leisure | 1.53× | ||
| 11 | House | Home & Garden | 1.53× | ||
| 12 | Shoes | Fashion & Accessoires | 1.53× | ||
| 13 | Spas | Beauty & Wellness | 1.53× | ||
| 14 | Beauty | Beauty & Wellness | 1.52× | ||
| 15 | Furniture | Home & Garden | 1.52× | ||
| 16 | Fashion design | Business & Career | 1.52× | ||
| 17 | Shopping | Shopping | 1.51× | ||
| 18 | Online shopping | Shopping | 1.51× | ||
| 19 | Jewelry | Fashion & Accessoires | 1.51× | ||
| 20 | Apartment | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.17× | |
| Urban Lifestyle | OPEN | 1.15× | |
| Healthy Lifestyle | BALANCE | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.72× | |
| Early Adopter Mentality | POWER | 0.78× | |
| Design Affinity | PREMIUM | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Stockholm. 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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