A data profile of the people who buy, follow and care about Sydsvenskan in Sweden — modelled from more than twelve digital signal sources. Sydsvenskan has an estimated audience of 3,020,035 people in Sweden.
Sydsvenskan has an estimated audience of 3,020,035 people in Sweden. 57.0% are female, 43.0% are male, average age 44.6. Top brand affinities: LinkedIn, Tabloid (newspaper format), Renewable energy, Terraced house, Mortgage loans.
Top brand affinities include LinkedIn, Tabloid (newspaper format), Renewable energy, with strongest over-indexing on LinkedIn (1.59× the country average).
Demographically, the Sydsvenskan audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Family Orientation, Indulgence.
The typical Sydsvenskan fan in Sweden is more female, around 44.6 years old, with strong Family Orientation tendencies and a notable affinity for LinkedIn.
The key figures that characterise the Sydsvenskan profile in Sweden.
57.0% are female, 43.0% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 44.6 |
| Estimated audience size | 3,020,035 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 32% |
The strongest cross-interests of the Sydsvenskan audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Urban agriculture | Business & Career | 5.31× | ||
| 02 | Laundry detergent | Home & Garden | 3.94× | ||
| 03 | Vespa | Cars & Mobility | 2.90× | ||
| 04 | Passive income | Business & Career | 2.16× | ||
| 05 | Elderly care | Health | 2.13× | ||
| 06 | Tabloid (newspaper format) | Literature | 2.09× | ||
| 07 | Retail banking | Business & Career | 2.05× | ||
| 08 | Nespresso | Food & Beverages | 2.00× | ||
| 09 | Single-family detached home | Home & Garden | 1.92× | ||
| 10 | Business school | Business & Career | 1.91× | ||
| 11 | Steakhouse | Food & Beverages | 1.79× | ||
| 12 | Terraced house | Home & Garden | 1.71× | ||
| 13 | Rail transport | Travel & Leisure | 1.70× | ||
| 14 | Apple TV | Movies & TV | 1.67× | ||
| 15 | Innovation | Business & Career | 1.60× | ||
| 16 | Internet & Social Media | 1.59× | |||
| 17 | Sustainable energy | Home & Garden | 1.57× | ||
| 18 | Street food | Food & Beverages | 1.56× | ||
| 19 | Renewable energy | Business & Career | 1.53× | ||
| 20 | Mortgage loans | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.53× | |
| Indulgence | JOY | 1.33× | |
| Urban Lifestyle | OPEN | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.77× | |
| Extroversion | THRILL | 0.79× | |
| Risk Appetite | THRILL | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Sydsvenskan. 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.