A data profile of the people who buy, follow and care about Viking Line in Sweden — modelled from more than twelve digital signal sources. Viking Line has an estimated audience of 1,096,803 people in Sweden.
Viking Line has an estimated audience of 1,096,803 people in Sweden. 62.9% are female, 37.1% are male, average age 50.8. Top brand affinities: Systembolaget, Lidl, IKEA, Sveriges Television, Swedbank.
Top brand affinities include Systembolaget, Lidl, IKEA, with strongest over-indexing on Systembolaget (2.21× the country average).
Demographically, the Viking Line audience skews more female with an average age of 50.8, and over-indexes on personality traits such as Family Orientation, Community Orientation.
The typical Viking Line fan in Sweden is more female, around 50.8 years old, with strong Family Orientation tendencies and a notable affinity for Systembolaget.
The key figures that characterise the Viking Line profile in Sweden.
62.9% are female, 37.1% are male, average age 50.8.
| Metric | Value |
|---|---|
| Female | 62.9% |
| Male | 37.1% |
| Average age | 50.8 |
| Estimated audience size | 1,096,803 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 7% | |
| 30-39 | 13% | |
| 40-49 | 25% | |
| 50+ | 52% |
The strongest cross-interests of the Viking Line audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | ABBA | Music & Radio | 3.67× | ||
| 02 | Jotex | Shopping | 3.08× | ||
| 03 | Momondo | Travel & Leisure | 2.51× | ||
| 04 | Cruises | Travel & Leisure | 2.35× | ||
| 05 | Lidl | Shopping | 2.27× | ||
| 06 | Systembolaget | Shopping | 2.21× | ||
| 07 | Bars | Travel & Leisure | 2.04× | ||
| 08 | Dinner | Food & Beverages | 1.98× | ||
| 09 | Shopping malls | Shopping | 1.92× | ||
| 10 | Tele2 | Technology & Electronics | 1.84× | ||
| 11 | Vacations | Travel & Leisure | 1.80× | ||
| 12 | IKEA | Home & Garden | 1.76× | ||
| 13 | Swedbank | Business & Career | 1.73× | ||
| 14 | Sveriges Television | Technology & Electronics | 1.66× | ||
| 15 | Biltema | Business & Career | 1.65× | ||
| 16 | Stockholm | Travel & Leisure | 1.65× | ||
| 17 | Dogs | Pets & Animals | 1.65× | ||
| 18 | Scandinavia | Travel & Leisure | 1.60× | ||
| 19 | Spas | Beauty & Wellness | 1.58× | ||
| 20 | Ice Hockey World Championships | Sports | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.54× | |
| Community Orientation | OPEN | 1.44× | |
| Travelling | THRILL | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.82× | |
| Mindfulness | BALANCE | 0.83× | |
| Social Media Usage | JOY | 0.92× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Viking Line. 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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