Rascasse Audience Intelligence

Scandinavia Audience in United States

A data profile of the people who buy, follow and care about Scandinavia in United States — modelled from more than twelve digital signal sources. Scandinavia has an estimated audience of 3,140,496 people in United States.

#114among Region in United States#724among POI in United States#801in Travel & Leisure

The average Scandinavia fan in United States is 40.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Madea's Class Reunion, Norway, Nordic countries, with strongest over-indexing on Madea's Class Reunion (6.48× the country average).

Demographically, the Scandinavia audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Scandinavia fan in United States is more female, around 40.5 years old, with strong Design Affinity tendencies and a notable affinity for Madea's Class Reunion.

Category: Travel & Leisure · Type: POI · Subtype: Region

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Scandinavia profile in United States.

Audience size
3.1M
in United States
Gender
58.3%♀
41.7% male
Age
40.5
average years
Country rank
#9909
POI in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scandinavia fans

58.3% are female, 41.7% are male, average age 40.5.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Scandinavia audience in United States
MetricValue
Female58.3%
Male41.7%
Average age40.5
Estimated audience size3,140,496
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Scandinavia audience in United States
Age bracketShare%
16-1919%
20-2917%
30-3919%
40-4920%
50+25%
Fig. 04

Worldwide distribution

8.6%

of the worldwide Scandinavia audience comes from United States.

Worldwide audience distribution share by country for Scandinavia
CountryShare
Sweden10.3%
Germany8.9%
United States8.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Scandinavia audience in United States is strongest.

Fig. 05

Top regions by affinity

Scandinavia fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~70K1.38×
02Alaska~8K1.20×
03Vermont~7K1.20×
04Massachusetts~70K1.18×
05New Hampshire~10K1.15×
06Virginia~90K1.13×
07Hawaii~20K1.12×
08New York~200K1.10×
09Maine~10K1.10×
10Washington, District of Columbia~10K1.10×
11Connecticut~30K1.07×
12Montana~9K1.07×
13California~400K1.06×
14Rhode Island~10K1.05×
15Missouri~50K1.04×
16Colorado~50K1.03×
17Idaho~20K1.03×
18Pennsylvania~100K1.02×
19Illinois~100K1.02×
20Maryland~50K1.01×
21New Jersey~80K1.00×
22Michigan~80K0.99×
23Oklahoma~30K0.99×
24South Dakota~7K0.99×
25North Carolina~90K0.98×
26Iowa~30K0.98×
27Kansas~20K0.98×
28Nebraska~20K0.98×
29Tennessee~60K0.97×
30Kentucky~40K0.97×
31West Virginia~10K0.97×
32Florida~200K0.96×
33Washington~60K0.96×
34Indiana~50K0.96×
35Texas~300K0.95×
36Georgia~90K0.95×
37Oregon~30K0.95×
38Arizona~60K0.94×
39Louisiana~40K0.94×
40South Carolina~40K0.93×
41Arkansas~20K0.93×
42Delaware~8K0.93×
43Ohio~90K0.91×
44Nevada~30K0.90×
45Utah~30K0.90×
46Alabama~40K0.88×
47Minnesota~40K0.86×
48New Mexico~10K0.86×
49Mississippi~20K0.81×
50North Dakota~5K0.81×
Fig. 06

Affinity by region

Affinity by region — Scandinavia, United States
0.81×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Scandinavia audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scandinavia audience
#·InterestCategoryAffinity×
01Fjord NorwayTravel & Leisure34.79×
02Stockholm UniversityBusiness & Career18.21×
03OsloTravel & Leisure16.39×
04Nordic countriesTravel & Leisure10.65×
05StockholmTravel & Leisure8.57×
06SwedenTravel & Leisure8.49×
07NorwayTravel & Leisure8.17×
08Northern EuropePolitics & Society6.86×
09Madea's Class ReunionMovies & TV6.48×
10FinlandTravel & Leisure5.18×
11CoastTravel & Leisure3.28×
12WildernessTravel & Leisure3.09×
13LandscapeTravel & Leisure2.85×
14Vikings (TV series)Movies & TV2.67×
15Toronto-Dominion BankBusiness & Career2.49×
16Circle KShopping2.43×
17DesignerHome & Garden1.93×
18A Knight of the Seven KingdomsMovies & TV1.81×
19EuropeTravel & Leisure1.76×
20CountryTravel & Leisure1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scandinavia audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Scandinavia audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.73×
Quality AwarenessPREMIUM1.72×
Luxury OrientationPREMIUM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scandinavia audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.00×
Need for SecurityCONSERVATISM1.05×
PatriotismCONSERVATISM1.08×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scandinavia have in United States?

Scandinavia has an estimated audience of 3,140,496 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Scandinavia fans?

58.3% of Scandinavia fans are female, 41.7% are male, with an average age of 40.5 years.

03

Which brands do Scandinavia fans like most?

Scandinavia fans show strongest brand affinity for Madea's Class Reunion (6.48×), Norway (8.17×), and Nordic countries (10.65×) over the country average.

04

Where do Scandinavia fans live in United States?

Scandinavia fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Scandinavia fans also like?

Beyond Scandinavia itself, the audience over-indexes on Norway (8.17×), Nordic countries (10.65×), Sweden (8.49×), and Oslo (16.39×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Region audiences in United States

See Scandinavia audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Scandinavia. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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