A data profile of the people who buy, follow and care about Well-being in Sweden — modelled from more than twelve digital signal sources. Well-being has an estimated audience of 1,800,711 people in Sweden.
Well-being has an estimated audience of 1,800,711 people in Sweden. 69.4% are female, 30.6% are male, average age 48.3. Top brand affinities: Swedbank, Systembolaget, Sveriges Television, Happiness, Google.
Top brand affinities include Swedbank, Systembolaget, Sveriges Television, with strongest over-indexing on Swedbank (2.18× the country average).
Demographically, the Well-being audience skews more female with an average age of 48.3, and over-indexes on personality traits such as Community Orientation, Extroversion.
The typical Well-being fan in Sweden is more female, around 48.3 years old, with strong Community Orientation tendencies and a notable affinity for Swedbank.
The key figures that characterise the Well-being profile in Sweden.
69.4% are female, 30.6% are male, average age 48.3.
| Metric | Value |
|---|---|
| Female | 69.4% |
| Male | 30.6% |
| Average age | 48.3 |
| Estimated audience size | 1,800,711 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 11% | |
| 30-39 | 16% | |
| 40-49 | 25% | |
| 50+ | 44% |
of the worldwide Well-being audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 18.8% |
| Italy | 8.7% |
| Brazil | 6.2% |
The strongest cross-interests of the Well-being audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Self-love | Health | 2.43× | ||
| 02 | Happiness | Health | 2.35× | ||
| 03 | Swedbank | Business & Career | 2.18× | ||
| 04 | Fiction books | Literature | 2.11× | ||
| 05 | Hair products | Beauty & Wellness | 2.09× | ||
| 06 | Intersport | Shopping | 2.09× | ||
| 07 | Tattoos | Fashion & Accessoires | 2.02× | ||
| 08 | Dogs | Pets & Animals | 1.97× | ||
| 09 | Meat | Food & Beverages | 1.77× | ||
| 10 | Internet & Social Media | 1.75× | |||
| 11 | Spas | Beauty & Wellness | 1.73× | ||
| 12 | Dinner | Food & Beverages | 1.73× | ||
| 13 | Shoes | Fashion & Accessoires | 1.63× | ||
| 14 | Systembolaget | Shopping | 1.58× | ||
| 15 | Mobile phones | Technology & Electronics | 1.55× | ||
| 16 | Apartment | Business & Career | 1.55× | ||
| 17 | Video games | Games | 1.55× | ||
| 18 | Vacations | Travel & Leisure | 1.54× | ||
| 19 | Sveriges Television | Technology & Electronics | 1.51× | ||
| 20 | Current events | Arts & Culture | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.63× | |
| Extroversion | THRILL | 1.58× | |
| Mindfulness | BALANCE | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.94× | |
| Sustainability | BALANCE | 0.96× | |
| Creativity | OPEN | 0.98× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Well-being. 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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