A data profile of the people who buy, follow and care about Yarn in Sweden — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 1,705,118 people in Sweden.
Yarn has an estimated audience of 1,705,118 people in Sweden. 79.3% are female, 20.7% are male, average age 47.3. Top brand affinities: Do it yourself (DIY), Biltema, Sveriges Television, Hemnet, Knitting.
Top brand affinities include Do it yourself (DIY), Biltema, Sveriges Television, with strongest over-indexing on Do it yourself (DIY) (2.96× the country average).
Demographically, the Yarn audience skews more female with an average age of 47.3, and over-indexes on personality traits such as Creativity, DIY Mentality.
The typical Yarn fan in Sweden is more female, around 47.3 years old, with strong Creativity tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Yarn profile in Sweden.
79.3% are female, 20.7% are male, average age 47.3.
| Metric | Value |
|---|---|
| Female | 79.3% |
| Male | 20.7% |
| Average age | 47.3 |
| Estimated audience size | 1,705,118 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 12% | |
| 30-39 | 15% | |
| 40-49 | 23% | |
| 50+ | 43% |
of the worldwide Yarn audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing machine | Home & Garden | 3.70× | ||
| 02 | Jotex | Shopping | 3.69× | ||
| 03 | Knitting | Home & Garden | 3.30× | ||
| 04 | Do it yourself (DIY) | Home & Garden | 2.96× | ||
| 05 | Flea market | Home & Garden | 2.75× | ||
| 06 | Crochet | Home & Garden | 2.73× | ||
| 07 | Vintage clothing | Fashion & Accessoires | 2.71× | ||
| 08 | Greenhouse | Home & Garden | 2.18× | ||
| 09 | Hobby | Home & Garden | 2.15× | ||
| 10 | Organic farming | Food & Beverages | 2.10× | ||
| 11 | Biltema | Business & Career | 1.94× | ||
| 12 | JYSK | Home & Garden | 1.90× | ||
| 13 | Flower | Home & Garden | 1.90× | ||
| 14 | Hemnet | Home & Garden | 1.88× | ||
| 15 | Gina Tricot | Fashion & Accessoires | 1.88× | ||
| 16 | Sveriges Television | Technology & Electronics | 1.84× | ||
| 17 | Crafts | Home & Garden | 1.75× | ||
| 18 | Women's clothing | Fashion & Accessoires | 1.74× | ||
| 19 | KappAhl | Fashion & Accessoires | 1.74× | ||
| 20 | Lindex | Fashion & Accessoires | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.96× | |
| DIY Mentality | THRILL | 1.89× | |
| Quality Awareness | PREMIUM | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.81× | |
| Social Media Usage | JOY | 0.92× | |
| Need for Security | CONSERVATISM | 0.95× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Yarn. 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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