The Average Swede

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 Swede, though not 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

  • Unmarried couples, in houses, without children 
  • Middle-aged with a higher education
  • Wealth and income level around half a million
  • Good purchasing power
  • One car
  • Enjoy gardening and baking
  • Read books
  • Work out
  • Use Facebook

conzoom®Sweden

 

Above you find the percentage distribution of the 10 conzoom®groups and the 34 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

The conzoom®groups

A Affluent homeowners

  • Broad age profile consisting of middle aged couples, families with children and pensioners
  • Live in villas near bigger cities
  • Economic security with good finances and purchasing power
  • Buy services such as cleaning, child care, etc.
  • Spend time and money on gardening and DYI
  • Sports interested
  • Positive toward direct marketing

B Villa life

  • Families with or without children
  • Varying age and geography
  • Live in villas near Sweden’s smaller cities
  • High school education
  • Income level on the national average
  • Leisure time is often spent on the house or in the garden
  • Do not travel overseas as much as for example the A group, often because of their finances
  • Netto, Ica Maxi and Citygross are the favourite stores, discount coupons are used regularly

C Country life

  • Country side group, often living on farms, but not all are farmers
  • A combination of families and pensioners
  • Vocational/technical and high school education
  • Income level on the national average
  • Good purchasing power, often because they have paid off most of their mortgage
  • Care about their home, garden and animals

D The silver lining

  • Families with childen
  • Married couples between 30-55 years old
  • Live in villas in attractive areas near larger cities
  • High edcuation level
  • High income level and high purchasing power
  • Most own a boat and a summer house
  • Buy services like cleaning, childcare, etc.
  • Pay more for design and quality products
  • Willing to donate money to charity
  • Interested in politics, the economy and sports

E Urban diversity

  • All kinds of families, but singles are overrepresented
  • Primarily people in the age of 20-40 years old
  • Live in the suburbs or in middle sized cities
  • 98% are renters and live in multicultural areas
  • Income and education levels are relatively low
  • Can be reached through TV and the Internet, but also through free newspapers

F Upscale city

  • Singles and couples between 25-40 years old, but a large part is also financially strong pensioners
  • Live in their own large apartments
  • High education levels
  • High income and high purchasing power
  • Often own a summer house
  • Pay more for quality products
  • Choose organic and eco-friendly products
  • Willing to donate money to charity
  • Interested in politics, the economy and sports

G Seniors

  • Large number of pensioners
  • Dwelling types vary, among others are houseowners and nursing homes
  • Purchasing power is average and a lot live on their pension
  • All purchases are considered carefully and discount coupons are used often
  • Seniors enjoy their community and rarely travel overseas
  • Can be reached through morning papers, evening news and monthly magazines

H Youth on the move

  • Singles between 25-35 years old
  • Students or in the beginning of their career, normally people are renters
  • Student income with low income and low purchasing power
  • Wish to be seen and hide from the majority
  • Try out new things before others
  • Pay more for good design
  • High Internet maturity

I Big city life

  • Varying age between 20-34 years old
  • Some are renters, while others are owners
  • Relatively high educational level
  • Average income with low purchasing power
  • Pay more for quality products and choose organic and eco-friendly products
  • Ambitious about their career
  • Interests mirror the big cities’ pulse, and restaurant and bar visits are normal, as well as shopping
  • High Internet maturity and active on social media

J Renters in small cities

  • Mixed group of families with children, singles, as well as pensioners
  • Renters in smaller cities
  • High school education
  • Middle and low income with low purchasing power
  • Interest in the local community
  • Watch a lot of TV
  • Play games, do the pools and play the lottery

Curious on how conzoom® is made?

 

keyboard_arrow_rightLearn More About conzoom®

The conzoom®types

A1 Picket fences

Active, highly educated and strong purchasing power near larger cities

  • Families with children, some still live at home
  • Broad age profile
  • Villa owners
  • Near larger cities
  • Strong purchasing power
  • Interested in travelling, their home, DIY and their garden
  • Morning newspapers and TV

A2 Prospering families

Active and strong purchasing power with children near larger cities

  • Families with children
  • 35 – 50 years old
  • Villa owners
  • Near larger cities
  • Average purchasing power
  • Interested in their home, DIY and their garden
  • Morning newspapers and TV

A3 Distinguished elders

Just retired and own a villa, garden and a large pension. Live near small and middle sized cities

  • Old couples without children living at home
  • Majority recently retired
  • Villa owners
  • Near small and middle sized cities
  • Average purchasing power
  • Interested in their home, DIY, their garden and animals
  • Morning newspapers and magazines

A4 Home comfort

Middle aged couples with stable finances, living near small and middle sized cities

  • Families with and without children
  • 35 – 60 years old
  • Villa owners
  • Near small and middle sized cities
  • Average purchasing power
  • Intersted in their home, DIY and their garden
  • Local newspapers and TV

B1 Professional pride

Villa owners with a broad age profile, live in smaller cities and local communities

  • Adults with grown up children
  • 40 – 60 years old
  • Villa owners
  • Smaller cities and local communities
  • Weak purchasing power
  • Interested in their home and garden
  • Weekly newspapers and TV

B2 Friday consiness

Families with children living in villas in small cities or local communities

  • Families with children
  • Broad age profile
  • Villa owners
  • Smaller cities and local communities
  • Average purchasing power
  • Interested in their families, home and garden
  • Weekly newspapers and TV

B3 Good old sing along

Older and middle aged couples, as well as pensioners living in villas

  • Families, some without children
  • Villa owners
  • 50+ years old
  • Smaller cities and local communities
  • Average purchasing power
  • Interested in their home, garden, hunting and crossword puzzle
  • Morning and weekly newspapers

C1 Countryside estates

Villa owners in the country side, majority of which are old couples with grown up children

  • Older couples without children living at home, as well as families with children
  • 35 – 74 years old
  • Villa owners, farmers
  • Low population density new the coast
  • Strong purchasing power
  • Interested in their home, garden and animals
  • Newspapers and radio

C2 Farmers

Villa owners in the country side with teenagers or grown up children

  • Older persons without children living at home
  • 40+ years old
  • Villa owners, farmers
  • Low population density
  • Average purchasing power
  • Interested in their home and hunting
  • Agricultural news and TV

C3 Green fingers

Older couples in the country side without children at home

  • Pensioners without children
  • 50+ years old
  • Villa owners, farmers
  • Low population density and primarily from Northern Sweden
  • Average purchasing power
  • Interested in their home and garden
  • Agricultural news, radio and TV

C4 Pair of hearts

Farmers in different ages, often with grown up children

  • Broad age profile
  • Villa owners, farmers
  • Near small and middle sized cities
  • Average purchasing power
  • Interested in their home, DIY and garden
  • Local newspapers and TV

D1 The Gold Coast

Families, highly educated, high income  and villa owners

  • Families, some without children
  • 35 – 54 years old
  • Villa owners
  • Very strong purchasing power
  • Interested in interior design, sailing, travelling, skiing and finance
  • Morning newspapers, TV and Internet

D2 Well heeled

Middle aged couples, some with older children, willing to spend money

  • Middle aged couples
  • 40 – 74 years old
  • Villa owners
  • Near larger cities
  • Very strong purchasing power
  • Interested in their garden, working out and skiing
  • Morning newspapers and TV

D3 Affluent suburban family

Suburban technologically advanced families with children and travel plans

  • Families with children
  • 35 – 49 years old
  • Vila owners
  • Near larger cities
  • Very strong purchasing power
  • Interested in in their home, travelling, skiing and finance
  • Morning newspapers, Internet and TV

D4 Golden generation

Older couples with stable finances and time for their own interests

  • Broad age profile with a majority being older persons
  • Villa owners
  • Near larger cities
  • Very strong purchasing power
  • Interested in their garden and travelling
  • Morning newspapers and magazines

E1 Multicultural

Young student living in small apartments in multicultural suburbs

  • Singles
  • 20 – 35 years old
  • Renters
  • Near larger cities
  • Weak purchasing power
  • Interested in going out, concerts and religion
  • Free newspapers, weekly newspapers and TV

E2 Family ties

Mixed families, mainly young parents with small children living in multicultural suburbs

  • Young parents with small children
  • 20 – 39 years old
  • Renters
  • Near larger cities
  • Very weak purchasing power
  • Interested in cafés and religion
  • Free newspapers, weekly newspapers and TV

F1 City chic

Career oriented, middle aged couples in their own apartments. Enjoy wine tasting, weekend breaks and a large savings account

  • Middle aged without children
  • Broad age profile
  • Apartment owners
  • Expensive addresses in large cities
  • Very strong purchasing power
  • Interested in food, wine, shopping and travelling
  • Morning newspapers, Internet and TV

F2 Location location location

Highly educated families and singles who live in exclusive and newly built neighborhoods

  • Families with small children and singles
  • 30- 65 years old
  • Apartment owners
  • In large cities
  • Very strong purchasing power
  • Interested in food, interior design, working out and health
  • Internet

F3 Young professional

Young working persons, centrally living in larger cities

  • Singles or living together
  • 25 – 40 years old
  • Apartment owners
  • Centrally in large cities
  • Very strong purchasing power
  • Interested in working out, sailing and travelling
  • Morning newspapers and Internet

F4 Cosmopolitan

Well educated singles and couples with stable finances in newly built apartments near larger cities

  • Middle aged singles and couples
  • Broad age profile
  • Apartment owners
  • Near large cities
  • Very strong purchasing power
  • Interested in going out for dinner, travelling and golf
  • Morning newspapers and magazines

G1 The good life

Active pensioners with traditions who protect their local community

  • Couples and singles
  • 60+ years old
  • Villa or apartment owners
  • Small cities
  • Average purchasing power
  • Interested in crossword puzzles, their garden and flowers
  • All kinds of magazines, radio and TV

G2 Pension and tradition

Older people and renters in small cities

  • Primarily singles, majority are women
  • 65+ years old
  • Small cities
  • Weak to average purchasing power
  • Interested in crossword puzzles, needlework and flowers
  • All kinds of magazines, radio and TV

H1 Student life

Students living in rented apartments in university cities

  • Young adults, couples and singles
  • 20 – 30 years old
  • Renters
  • Larger student cities
  • Very weak purchasing power
  • Interested in cafés, pubs and working out
  • Internet and Social Media

H2 The first step

Young adults in their early career, live in apartments primarily in larger cities

  • Young adults, couples and singles
  • 20 – 35 years old
  • Renters and apartment owners
  • Live in larger cities
  • Weak to average purchasing power
  • Intereted in going out for dinner, shopping and working out
  • Regaional morning news, free newspapers and Internet

I1 City pulse

Young people who have just finished their studies, now got a bit more money to move on

  • Singles
  • 20 – 35 years old
  • Renter and apartment owners
  • All over the country, often in large student cities
  • Average purchasing power
  • Interested in cafés, shopping and working out
  • Morning newspapers, free newspapers and Internet

I2 On the way up

Young families, some without children, live near larger cities

  • Couples and young adults with children
  • 25 – 40 years old
  • Renters and apartment owners
  • Near larger cities
  • Average purchasing power
  • Interested in shopping, technology and computers
  • Internet

I3 Culturenaut

Active seniors with large cultural interest who live in apartments in middle sized cities

  • Couples and singles
  • 60+ years old
  • Apartment owners and renters
  • Middle sized cities
  • Average purchasing power
  • Interested in art/culture and themed travels
  • Local morning news and TV

I4 The first rung & long ladder

Couples and singles in their own apartments in middle sized and larger cities

  • Couples and singles
  • Broad age profile with a majority between 20 – 30 years old
  • Apartment owners
  • Middle to large sized cities
  • Average purchasing power
  • Interested in their home and cafés
  • Local morning news

I5 Everyday life

Couples and singles in varying ages who rent apartments in larger cities

  • Majority are unmarried without children
  • Broad age profile with a majority between 20 – 30 years old
  • Renters in large cities
  • Weak purchasing power
  • Interested in sport, shopping, nightclubbing, and cafés
  • TV and Internet

J1 Home-lover

Young people, whereof many are single, live in rented apartments in smaller cities

  • Majority are singles
  • 20 – 30 years old
  • Renters
  • Smaller cities
  • Weak purchasing power
  • Interested in sport, pub and going out for dancing
  • Internet and TV

J2 Middle of the road

Alone and in all ages, live in rented apartments in smaller cities with a somewhat stronger purchasing power

  • Alone and couples, and to some extent also families with teenagers
  • 35 – 50 years old
  • Renters
  • Smaller cities
  • Average purchasing power
  • Interested in sport and shopping
  • TV

J3 Arts & crafts

Older people alone in their own apartments or renters apartments in smaller cities

  • Alone and couples
  • 65+ years old
  • Apartment owners and renters
  • Smaller cities
  • Average purchasing power
  • Interested in sport, TV and crossword puzzles
  • Weekly newspapers and TV

J4 Apartment owner

Group of mixed ages and interests, live in smaller cities who share their apartment

  • Families with older children
  • Broad age profile
  • Apartment owners
  • Near larger cities
  • Average purchasing power
  • Interested in sport, TV, computer games, travelling and golf
  • TV

conzoom®across

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

Average age

Families with/without children

Average householdincome