A data profile of the people who buy, follow and care about Wikipedia in Sweden — modelled from more than twelve digital signal sources. Wikipedia has an estimated audience of 1,263,583 people in Sweden.
Wikipedia has an estimated audience of 1,263,583 people in Sweden. 45.5% are female, 54.5% are male, average age 44.5. Top brand affinities: YouTube, Google, IKEA, Biltema, Tradera.
Top brand affinities include YouTube, Google, IKEA, with strongest over-indexing on YouTube (2.25× the country average).
Demographically, the Wikipedia audience skews balanced with an average age of 44.5, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Wikipedia fan in Sweden is balanced, around 44.5 years old, with strong Urban Lifestyle tendencies and a notable affinity for YouTube.
The key figures that characterise the Wikipedia profile in Sweden.
45.5% are female, 54.5% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 45.5% |
| Male | 54.5% |
| Average age | 44.5 |
| Estimated audience size | 1,263,583 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Wikipedia audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 21.9% |
| Germany | 6.8% |
| United Kingdom | 5.0% |
The strongest cross-interests of the Wikipedia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Internet & Social Media | 2.42× | |||
| 02 | YouTube | Movies & TV | 2.25× | ||
| 03 | Magazines | Literature | 2.04× | ||
| 04 | Televisions | Technology & Electronics | 2.04× | ||
| 05 | TV | Movies & TV | 1.89× | ||
| 06 | Internet & Social Media | 1.82× | |||
| 07 | Leisure | Travel & Leisure | 1.81× | ||
| 08 | Social network | Internet & Social Media | 1.81× | ||
| 09 | Mobile phones | Technology & Electronics | 1.78× | ||
| 10 | Stockholm | Travel & Leisure | 1.71× | ||
| 11 | Hotels | Travel & Leisure | 1.71× | ||
| 12 | Scandinavia | Travel & Leisure | 1.68× | ||
| 13 | Nordic countries | Travel & Leisure | 1.66× | ||
| 14 | Nature | Home & Garden | 1.60× | ||
| 15 | Sweden | Travel & Leisure | 1.59× | ||
| 16 | Biltema | Business & Career | 1.58× | ||
| 17 | Avanza | Business & Career | 1.58× | ||
| 18 | IKEA | Home & Garden | 1.56× | ||
| 19 | Tradera | Shopping | 1.53× | ||
| 20 | Games | Games | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.35× | |
| Social Media Usage | JOY | 1.04× | |
| Healthy Lifestyle | BALANCE | 0.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.17× | |
| Patriotism | CONSERVATISM | 0.44× | |
| Travelling | THRILL | 0.57× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Wikipedia. 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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