The Average Dane

The description of the conzoom®types is based on how each type distinct itself from the statistical average. The statistical average is sort of an average Dane, though necessarily someone who actually exists. Below you find the statistical average on some variable to give you an idea of what makes the segments special

  • Couples and singles in older houses with grown-up children
  • Vocationally educated and close to retirement
  • Wealth and household income levels around half a million
  • Good purchasing power
  • One car and a couple of bicycles
  • Shop their groceries in Netto and prefer organic prodce
  • watch DR1 and TV2
  • Quite digital and feel safe online
  • Interested in politics and read local newspapers

conzoom®Denmark

 

 

Above you find the percentage distribution of the 9 conzoom®groups and the 36 conzoom®types in the Danish conzoom®. All households are segmented if they are present in national registers at the time of the calculation. The distribution changes a bit from year to year due to the common development in society, changes to the calculation of the variables on which  conzoom® is modelled, developments in clustering methods and improvements to the  conzoom®model itself

 

Below each segment is presented. If you work with conzoom® in the web app conzoom®select you have access to more detailed information on each type. You can also get an overview on differences and similarities between the types in the section conzoom®across or learn how your customers distribute into the segments in a conzoom®report

The conzoom®groups

A Affluent homeowners

  • Families with- or without children
  • Live in villas in smaller provincial towns
  • Couples aged late 40’s to mid-60’s
  • Financially well-established and with a lot of disposable income
  • Spend time and money on gardening and DIY
  • Broad field of interest and are generally well-informed
  • Read the major newspapers

B Comfy & cosiness

  • Mature families, often without children at home
  • Live in villas and townhouses in smaller provincial towns
  • Both property owners and renters
  • Income level slightly under the national average
  • Both drive a car and use the public transportation
  • Care about gardening, DIY and handicrafts
  • Allow themselves to be tempted by a good offer

C Country life

  • A big difference in occupation types
  • Families with or without children
  • Generally healthy economy
  • House owners, get around by car
  • Committed to the local community
  • Go to church often
  • Read the local newspaper and listen to the local radio

D The silver lining

  • Families with children
  • A high education- and occupation level
  • A lot of disposable income
  • Own prestigious properties in attractive city areas
  • Focus on health
  • Enjoy eating out and consume cultural offerings
  • Up-to-date and with a wide range of interests; follow all types of media

E Urban diversity

  • Live in apartments, in bigger cities – both as renters, condo-owners and owners
  • Many are younger than 40 and single
  • Not a lot of disposable income
  • Well-educated and up-to-date, with diverse interests
  • Bike and use the public transportation
  • Heavy consumers of cultural offerings
  • Online a lot

F Upscale city

  • Live in apartments in the metropolitan cities
  • Varied family types, often younger than 50
  • High educational and occupation level
  • High disposable income
  • Enjoy gourmet food, museums, and classical concerts
  • Focus on health and do sports

G Seniors

  • Above 60 years of age, with grown-up children
  • Pensioners and those on early retirement
  • Many types of properties, often in smaller cities
  • Average level of disposable income
  • Enjoy going to the church, evening school and to classical concerts
  • Watch TV, listen to radio P4, and read the weekly newspapers

H Youth on the move

  • Singles under 30, without children
  • Live at dormitories or in small apartments in university towns
  • Studying or recently graduated
  • Low disposable income, but with a lot of future potential
  • Often go out and to concerts
  • Enjoy reading magazines and watching TV-series on-demand

I Provincial

  • Families in all ages, often without children
  • Renters in provincial towns
  • Low educational and occupation level
  • Low disposable income
  • Use public transportation
  • Enjoy shopping in big malls
  • Often online
  • Rarely do sports

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conzoom®types

A1 Sucessful living

Career-oriented families with time and energy

  • Families with- or without children
  • House-owners in provincial towns
  • Very high purchasing power
  • Care about their home and garden
  • Read the morning news and watch TV

A2 Prospering families

Large well-educated families

  • Families with children in provincial towns
  • House-owners
  • High purchasing power
  • Many children-related activities
  • Interested in their house and home
  • Online

A3 Distinguished elders

Affluent families with children living on their own

  • Older couples without children living at home
  • House-owners in smaller provincial towns
  • High purchasing power
  • Interested in their house and home
  • Read newspapers and listen to the radio
  • Shop at Brugsen

A4 SOHO

Families running a business from their home

  • Families with- or without children
  • Live in houses in smaller provincial towns
  • High purchasing power
  • Travel rarely, prefer saving up
  • Have a burglary alarm and a private health insurance

A5 Family Jensen

Middle-aged families living in good conditions

  • Families with- or without children
  • House-owners in smaller cities
  • High purchasing power
  • Enjoy home-cosiness
  • Campers
  • Online and listen to the local radio

B1 Middle of the road

Families without children, with a low education level

  • Couples and singles in all ages
  • Live in smaller buildings in provincial towns
  • Low purchasing power
  • Read morning news and listen to the radio
  • Like to play online games

B2 Optimists

Up and coming well-educated families with children

  • Families with children in provincial towns
  • Live in newer houses and townhouses
  • Average purchasing power
  • Many children-related activities
  • Prefer home-cosiness to going out
  • Online

B3 Empty nesters

Elderly families with children living on their own

  • Older families with children living on their own
  • Live in smaller houses in provincial towns
  • Average purchasing power
  • Rarely online and uncomfortable with online payments
  • Read morning newspapers
  • Buy groceries at discount stores

B4 Crosswords & suduko

Couples and singles living in older houses

  • All family types, mostly 40 to 55-year-olds
  • Live in houses in small cities
  • Average purchasing power
  • Rarely go out
  • Prefer buying everything from the same place
  • Traditional

B5 Humble and happy

Small families in townhouses in provincial towns

  • Couples and singles in smaller, newer homes
  • Families with- or without children
  • Average purchasing power
  • Read freely available newspapers
  • Like doing handicrafts
  • Go to evening school

C1 Farmers

Farming families

  • Families with- or without children
  • Live in big older houses
  • Average purchasing power
  • Get around by car
  • Many have pets
  • Read Jyllands-Posten and listen to the local radio
  • Traditional and go to church

C2 Country living

Families with children living in the countryside

  • Families with children in big older houses
  • Average purchasing power
  • Many children-related activities
  • Online
  • Traditional
  • Enjoy spending holidays in Denmark

C3 Green fingers

Elderly families living in the countryside

  • Couples and singles above 50 years of age
  • Live in older houses
  • Average purchasing power
  • Enjoy gardening
  • Enjoy fishing
  • Enjoy buying and selling used items

C4 Pair of Hearts

Affluent families living in the countryside

  • All family types, often above 40
  • Live in big older houses
  • Average purchasing power, considerable wealth
  • Many own a cat
  • Enjoy home-activities
  • Members of nature- or environmental organisations

C5 Rural comfort

Couples and singles who like to spend time in the countryside

  • Families with- or without children
  • Live in older houses, some are tenants
  • Average purchasing power
  • Interested in local- and regional welfare
  • Read Ekstrabladet and listen to the local radio

D1 The Gold Coast

Well-educated and established families with a high income

  • Families with children in big houses
  • Live in attractive areas in big cities
  • Work in top positions
  • Very high purchasing power
  • Pay extra for good quality
  • Active and up-to-date
  • Often go out

D2 High flying families

Affluent and resourceful families

  • Large families in big houses
  • Live in attractive areas in bigger cities
  • High purchasing power
  • Pay extra for good quality
  • Up-to-date and with many interests
  • Interested in the environment

D3 Golden generation

Well-educated, well-off mature families

  • Families with- and without children in big houses
  • Many are approaching the retirement age
  • Live in attractive areas in bigger cities
  • High purchasing power
  • Travel often, preferably to big cities
  • Often go out

E1 City singles

Young tenants under education

  • Young tenants in big cities
  • Many are studying
  • Low purchasing power
  • Heavy culture-consumers
  • Bike and use public transportation
  • Regularly eat take-away

E2 Young co-op dwellers

Well-educated youth living in condominiums

  • Young condo-owners in big cities
  • Studying or recently graduated
  • Low purchasing power
  • Heavy culture-consumers
  • Bike and use public transportation
  • Into ecology
  • Emerging consumption of premium products
  • Online
  • Often work out

E3 Heart warmers

Mature singles in the middle of the city

  • All family types
  • Live in smaller apartments
  • Low purchasing power
  • Very social and community-oriented
  • Online
  • Often work out

E4 Duplicity

Younger and older in the outer city

  • Young and older without children living at home
  • Own apartments in the suburbs of big cities
  • Average purchasing power
  • Bike and use public transportation
  • Regularly eat take-away
  • Often work out

E5 Family ties

Singles with a low income

  • Singles in public housing in bigger cities
  • Low occupation level
  • Low purchasing power
  • Like to go after weekly offers
  • Read freely available media
  • Traditional

F1 City pulse

Younger, well-educated families with a high income

  • Younger families getting established
  • Live in newer apartments in big cities
  • Well-educated with a good job
  • High purchasing power
  • Heavy culture-consumers
  • Up-to date and with diverse interests
  • Very sporty
  • Into ecology

F2 Culture vulture

Well-educated families living in the city

  • Younger families without children
  • Live in older apartments in big cities
  • Well-educated in high positions
  • High purchasing power
  • Heavy culture-consumers
  • Up-to date and with diverse interests
  • Shop in Irma
  • Read Berlingske and Politiken

F3 Picket fences

Families with wealth and wits

  • Families with- or without children
  • Live in older double- and multi-family houses in big cities
  • Well-educated in high positions
  • High purchasing power
  • Often go out
  • Into ecology
  • Read Politiken

G1 On the porch

Senior families in townhouses in provincial towns

  • Pensioners in smaller rented townhouses
  • Live in smaller provincial cities
  • Low purchasing power
  • Enjoy going to the museum or the theatre
  • Offline
  • Enjoy going on a cruise
  • Like to catch the weekly offers

G2 Experienced senior

Wise and prosperous veterans

  • Well-educated pensioners
  • Live in houses in smaller towns
  • Average purchasing power
  • Social
  • Enjoy gardening and DIY
  • Read freely available media
  • Interested in local- and regional welfare
  • Active

G3 Welfare founders

Single seniors in apartments

  • Retired craftsmen
  • Live in apartments in medium-sized provincial towns
  • Low purchasing power
  • Uncomfortable with digitalization
  • Read newspapers and listen to P1
  • Many smokers

G4 Nursing & care

The oldest of the population, and citizens in special housing

  • Single pensioners in small housing
  • Low purchasing power
  • Uncomfortable with digitalization
  • Go to church
  • Scared of globalization
  • Read the news, watch the TV and listen to the radio

H1 Student life

Students living in dormitories

  • Young students in small dorm rooms
  • Live in university towns
  • Low purchasing power
  • Very social and often go out
  • Appreciate new technology
  • Exercise often
  • Interested in the environment
  • Buy discount goods

H2 First move

Young singles at their first home away from home

  • Young students and workers
  • Live in apartments in bigger cities
  • Low purchasing power
  • Very social and often go out
  • Go to festivals
  • Exercise often

I1 Provincial youth

Young singles in provincial towns

  • The young and single in provincial towns
  • Live in smaller apartments
  • Occupation-trained in specialist positions
  • Low purchasing power
  • Often go out and to concerts
  • Exercise often
  • Ride a scooter/moped

I2 Home comfort

Tenants outside the labour market

  • Singles without children
  • Live in public housing in provincial towns
  • Relatively high unemployment
  • Low purchasing power
  • Regularly eat take-away
  • Purchase discount goods
  • Watch commercial TV-channels

I3 Patchwork and knick-knack

Middle-aged living in older apartments

  • Older singles without children
  • Live in smaller, older apartments in provincial towns
  • Low purchasing power
  • Watch TV and do handicrafts
  • Health enthusiasts, but inactive
  • Traditional

I4 Enjoying life

Single adults with a low income

  • Singles without children
  • Live in apartments in provincial towns
  • Low purchasing power
  • Social and online
  • Read freely available media
  • Like to try new recipes

conzoom®across

Learn about the differences and similarities across the conzoom®types in our matrices and tables

Income X Lifephase

Income X Age

Income X Habitation Zone

Average home size and -age

Average amount of children

Average education level

Average household income

Average household wealth

Average amount of cars