A data profile of the people who buy, follow and care about Sweden in Sweden — modelled from more than twelve digital signal sources. Sweden has an estimated audience of 6,131,388 people in Sweden.
Sweden has an estimated audience of 6,131,388 people in Sweden. 54.4% are female, 45.6% are male, average age 46.0. Top brand affinities: Ice Hockey World Championships, Sveriges Television, Hemnet, Swedbank, Google.
Top brand affinities include Ice Hockey World Championships, Sveriges Television, Hemnet, with strongest over-indexing on Ice Hockey World Championships (1.61× the country average).
Demographically, the Sweden audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as Community Orientation, Career Orientation.
The typical Sweden fan in Sweden is balanced, around 46.0 years old, with strong Community Orientation tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Sweden profile in Sweden.
54.4% are female, 45.6% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 54.4% |
| Male | 45.6% |
| Average age | 46.0 |
| Estimated audience size | 6,131,388 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 39% |
of the worldwide Sweden audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 12.2% |
| United States | 8.3% |
| Germany | 7.4% |
The strongest cross-interests of the Sweden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Renewable energy | Business & Career | 1.83× | ||
| 02 | Solar energy | Home & Garden | 1.83× | ||
| 03 | Hair products | Beauty & Wellness | 1.72× | ||
| 04 | Intersport | Shopping | 1.72× | ||
| 05 | Bars | Travel & Leisure | 1.67× | ||
| 06 | Internet & Social Media | 1.63× | |||
| 07 | Happiness | Health | 1.63× | ||
| 08 | SUVs | Cars & Mobility | 1.63× | ||
| 09 | Tattoos | Fashion & Accessoires | 1.63× | ||
| 10 | Ice Hockey World Championships | Sports | 1.61× | ||
| 11 | Shoes | Fashion & Accessoires | 1.61× | ||
| 12 | Spas | Beauty & Wellness | 1.59× | ||
| 13 | Apartment | Business & Career | 1.59× | ||
| 14 | Mobile phones | Technology & Electronics | 1.56× | ||
| 15 | Meat | Food & Beverages | 1.56× | ||
| 16 | Sveriges Television | Technology & Electronics | 1.52× | ||
| 17 | Swedbank | Business & Career | 1.51× | ||
| 18 | Hemnet | Home & Garden | 1.50× | ||
| 19 | Gina Tricot | Fashion & Accessoires | 1.50× | ||
| 20 | Flower | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.52× | |
| Career Orientation | POWER | 1.51× | |
| Convenience Orientation | PREMIUM | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.82× | |
| Creativity | OPEN | 0.84× | |
| Healthy Lifestyle | BALANCE | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Sweden. 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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