A data profile of the people who buy, follow and care about Svenska Spel in Sweden — modelled from more than twelve digital signal sources. Svenska Spel has an estimated audience of 2,365,086 people in Sweden.
Svenska Spel has an estimated audience of 2,365,086 people in Sweden. 37.8% are female, 62.2% are male, average age 47.1. Top brand affinities: Elgiganten, Allsvenskan, Sportbladet, IFK Göteborg, Tradera.
Top brand affinities include Elgiganten, Allsvenskan, Sportbladet, with strongest over-indexing on Elgiganten (10.75× the country average).
Demographically, the Svenska Spel audience skews more male with an average age of 47.1, and over-indexes on personality traits such as Need for Security, Community Orientation.
The typical Svenska Spel fan in Sweden is more male, around 47.1 years old, with strong Need for Security tendencies and a notable affinity for Elgiganten.
The key figures that characterise the Svenska Spel profile in Sweden.
37.8% are female, 62.2% are male, average age 47.1.
| Metric | Value |
|---|---|
| Female | 37.8% |
| Male | 62.2% |
| Average age | 47.1 |
| Estimated audience size | 2,365,086 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 15% | |
| 40-49 | 22% | |
| 50+ | 43% |
of the worldwide Svenska Spel audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 86.4% |
| Spain | 6.2% |
| United States | 1.3% |
The strongest cross-interests of the Svenska Spel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Elgiganten | Shopping | 10.75× | ||
| 02 | Allsvenskan | Sports | 9.00× | ||
| 03 | Bet365 | Games | 6.24× | ||
| 04 | IFK Göteborg | Sports | 5.87× | ||
| 05 | Sportbladet | Sports | 5.64× | ||
| 06 | Eurojackpot | Games | 4.39× | ||
| 07 | Malmö FF | Sports | 3.22× | ||
| 08 | Lottery | Games | 3.19× | ||
| 09 | Vattenfall | Home & Garden | 2.98× | ||
| 10 | Gambling | Games | 2.09× | ||
| 11 | Tradera | Shopping | 2.07× | ||
| 12 | Tele2 | Technology & Electronics | 1.92× | ||
| 13 | Pay television | Movies & TV | 1.82× | ||
| 14 | Biltema | Business & Career | 1.81× | ||
| 15 | Systembolaget | Shopping | 1.79× | ||
| 16 | Ice Hockey World Championships | Sports | 1.76× | ||
| 17 | Swedbank | Business & Career | 1.71× | ||
| 18 | Dogs | Pets & Animals | 1.71× | ||
| 19 | Hair products | Beauty & Wellness | 1.59× | ||
| 20 | Dinner | Food & Beverages | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.32× | |
| Community Orientation | OPEN | 1.31× | |
| Indulgence | JOY | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.64× | |
| Creativity | OPEN | 0.66× | |
| Design Affinity | PREMIUM | 0.74× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Svenska Spel. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.