conzoom®Denmark
The Danish conzoom® consists of 9 groups and a total 39 types. Get to know them here
conzoom®Denmark
Above you find the percentage distribution of the 9 conzoom®groups and the 39 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. In May 2022, we carried out a major update. New conzoom® types have been added and the current model is the 6th generation since conzoom® was first built in 2002.
Below each segment is presented.
The conzoom®groups
A Affluent homeowners
Homeowners with high income and equity
Fact: 81% enjoys gardening
- Typically living in their own single-famliy house
- Financially well-established with high purchasing power
- Enjoy spending money
- Gardening and DIY
- Broad field of interests and generally well-informed
- Read one of the major newspapers
B Comfy cosiness
Sociable and egalitarian average Danes
Fact: 33% vote for the Social Democrats
- Average mature families
- None or few children living at home
- Own or rent a smaller detached or terraced house
- Income slightly below average
- Can be tempted by a good deal
- Relaxation and dance shows on the telly
C Country life
Families living in the countryside
Fact: 62% like to “DIY”
- Families with or without kids
- Villages and open land
- Generally a good financial health and purchasing power
- Own their own farm or house, along with a car
- Engaged in the local church and community
- Read the local newspaper and listen to the local radio
D Wealthy living
Classy living in the upper class
Fact: 70% do sports or exercise
- Well-off in attractive neighbourhoods
- Very high purchasing power and wealth
- Well-informed families belonging to the higher social classes
- Culturally interested and happy to pay extra for good quality
- Skiing, triathlon, tennis and golf
- Travel the world – for pleasure and business
E Urban diversity
Younger and older living the city life
Fact: 41% watch YouTube on a daily basis
- Many singles living in apartments in the big city
- Low purchasing power but happy consumers
- Well-educated and well-informed
- Ride the bicycle or use public transportation
- Climate friendly, organic and vegetarian
- Heavy consumers of culture home and abroad
F Upscale city
Well-off in attractive big city apartments
Fact: 44% read fiction at least once a week
- Live in attractive metropolitan apartments
- Varying family types with a strong household economy
- High level of education and occupation
- Focus on health and eco-friendly products
- Visits to restaurants and dinners at home
- Big spenders, also when it comes to cultural consumption
G Seniors
Elderly and those who need special care
Fact: 75% are members of The DaneAge Association, Ældre Sagen
- Older retirees and early retirement recipients
- Live in all sorts of homes, typically in provincial towns
- Readers of the magazines Samvirke and Komputer for alle
- Believers who like to go to church
- Enjoy evening school and talks
- Great consumers of TV, magazines and radio channels P1 and P4
H Youth on the move
Young students in the big city
Fact: 97% use streaming services on a daily basis
- Singles under 35 years old without kids
- Student housing and youth housing units in student cities
- Under education or recently graduated
- Low purchasing power, but high future potential
- Fitness, fastfood and readymade meals
- Like to socialise, go out and go to concerts
I Provincial life
Less privileged living in the province
Fact: 43% are traditionalists
- Families in all ages, usually without children
- Tenants in provincial towns
- Low income and few assets
- Low level of education and occupation
- Readymade meals and fastfood
- Shop and gamble frequently online
conzoom® is a data-driven segmentation tool
conzoom®types
A1 Sucessful living
Career-oriented families with resources
Fact: 72% have a health insurance
- Middle-aged, belonging to the higher social classes
- Established families living in their own house
- Very high income and purchasing power
- Well-informed and very resourceful
- Doing sports and other activities in their spare time
- First movers with a taste for luxury products
A2 Prospering families
Large well-educated families
Fact: 34% run on a regular basis
- Families with many kids
- Homeowners with high purchasing power
- Always online and on the go
- Sports and family activities
- Streaming, football matches and e-sports
- Meal boxes and home deliveries
A3 Distinguished elders
Affluent elderly with children who has moved out
Fact: 37% vote for the Social Democrats
- High purchasing power and quality of life
- Large home equity
- Electric bike, golf and gymnastics
- Well-informed and interested in local news
- Weekly magazines and TV 2 Charlie on the telly
- Evening classes, gardening and charter holidays
A4 SOHO workers
Self-employed working from home
Fact: 46% feel stressed
- Private professionals
- Live in houses in smaller provincial towns
- Enjoy cooking fine gourmet dinners
- Self-employed and doing their own tax return
- East or west – home is best
- We should all be more self-sufficient
A5 Family Jensen
Middle-aged families living in good conditions
Fact: 71% uses streaming services
- Middleclass with means
- Midlife in midsize towns
- Home equity and parental purchase
- Enjoy the cosiness of home
- Motors and a hook hitch for the trailer
- Danish oldies songs and TV 2 Zulu on the telly
B1 Middle of the road
Families without children, with a low education level
Fact: 70% is outside the labour force
- Singles but not lonely
- Smaller homes in provincial areas
- Keep the moped and the knitting needles going
- Ready-made meals, fall for advertising
- Spirituality and alternative medicine
B2 Optimists
Up and coming well-educated families with children
Fact: 69% prefer to spend their holidays in Denmark
- Families with kids in provincial towns
- Newly established with a tight budget
- Average purchasing power, buy on credit
- Cars, football matches and grocery shopping at Bilka
- Many children-related activities
- Health insurance and slimming clubs
- Gardening and relaxation at home
B3 Empty nesters
Seniors with children who has moved out
Fact: 82% does gardening regurlarly
- Elderly families with children who has moved out
- Traditionalists and working class
- Uncomfortable with online payments
- Morning newspapers and Danish oldies songs
- Groceries from discount stores
- Denmark and the Danish national lottery
B4 Idyllic living
Couples and singles living in older houses
Fact: 10% do not vote
- Occupational trained hard workers
- Middle-aged singles or couples
- Live in villas in small towns
- Dance, ball games and badminton
- Readymade meals and evening school
- Traditionalists with average purchasing power
B5 Humble and happy
Small families in terraced houses
Fact: 78% prefer the supermarket chain Netto
- Middleclass and average income
- Couples or singles with few or no kids
- Dance shows and entertainment on the telly
- Deal hunters who read free newspapers
- Enjoy needlework and gardening
- Grocery store cakes and coffee in the thermo
C1 Farmers
Farming families
Fact: 67% eat pork almost daily
- Middle-aged couples with average purchasing power
- Nature far and wide
- Live in a big, old farmhouse or country house
- Local community and local radio
- Wouldn’t mind doing things themselves to keep the taxes down
- Go to church, and drive to anything else
C2 Country living
Families in the countryside with many kids
Fact: 58% prefer the supermarket chain SuperBrugsen
- Activities for the kids in rural surroundings
- Large and older spacious houses
- Hunting, Donald Duck and home-baked goods
- Readymade meals, preferably pasta dishes
- SoMe and streaming services
- Camping and sun holidays
C3 Green fingers
Senior families in the countryside
Fact: 88% eat potatoes almost daily
- Middle-aged without children
- Elderly couples and singles
- Weeklies and Ældre Sagen, The DaneAge Association
- Low purchasing power, but high quality of life
- Happy gardeners and DIY’ers
- Like selling and buying used goods
C4 Pair of Hearts
Wealthy families in the countryside
Fact: 65% prefer the supermarket chain REMA 1000
- Middle-aged and elderly couples without children
- Own their own spacious older home
- High purchasing power and well off
- Welness and charity
- Keep an open mind about alternative medicine
- Enjoy doing things at home
C5 Rural comfort
Couples and singles living the country life
Fact: 14% go hunting
- Families in older houses with and without kids
- DIY mechanics and moped riders
- Hunting and motor sport
- Radio P4 and vacation in Denmark
- Secondhand media Gul og Gratis and good deals
- Local living and local radio
D1 The Gold Coast
Well-educated established families with a high income
Fact: 69% invest in shares
- Classy upper-class life
- Attractive neighbourhoods in the cities
- Top managers and top salaries
- Triathlon, tennis and workout ad libitum
- Happy to pay extra for good quality
- Active and well-informed cultural consumers
D2 Sunny side up
Wealthy and resourceful families with children
Fact: 99% eat vegetables, mostly organic, on a daily basis
- Large families in big villas
- High purchasing power in attractive neighbourhoods
- Happy to pay extra for good quality
- Fashion and nice design
- Yoga and organic home baked goods
- Streaming, audiobooks and book clubs
D3 Golden generation
Well-educated and well-off seniors
Fact: 62% have a company sponsered newspaper subscription
- Elderly without children in big houses
- Support one or more charity foundations on a regular basis
- Seniors but still working
- Curious cultural consumers
- Garden, health and DR2 on the telly
- Frequent travellers, often to the big cities
D4 Happy and harvesting
Surplus and more in alternative families
Fact: 37% watch TV 2 News on a daily basis
- Highly educated, well-off couples or singles
- Privileged upper class living
- Wealthy through hard work and property
- Frequent travellers, often to the big cities
- Go out regularly – big consumers of culture
- Hope to win the lottery with Tips og Lotto
E1 City singles
Well-educated younger singles without kids
Fact: 8% voted for “Alternativet” at the 2019 parliamentary elections
- Long education, but low purchasing power
- Alternative and creative
- Modern-community-oriented
- Well-informed with a high cultural consumption
- No to gluten – yes to climate friendly food
- Use public transportation and ride the bicycle
E2 Young co-op dwellers
Well-educated youth living in condos
Fact: 42% visit the library often
- Attractive condominiums in the city
- Young, no kids
- Well-educated or will soon get their degree
- Low purchasing power, but a high cultural cunsumption
- Meal boxes, green and organic
- Airbnb and wellness stays
E3 Heart warmers
Middle-aged and older singles in the heart of the city
Fact: 29% pay a visit to the pharmacy every month
- Low purchasing power – high quality of life
- Very sociable and community-oriented
- Enjoy watching TV and being at home
- Classical music on the radio channel P1
- Yoga, gymnastics and dance shows on the telly
- Supermarket chain Irma and homeless magazine Hus Forbi
E4 Kids on the block
Families with children in the big city
Fact: 29% own a Kia
- Well-educated and multicultural
- Mom, dad, kids and average incomes
- Midsize non-profit housing
- Activities in the communal house and ball games in the courtyard
- Slimming tips, make-up and fashion
- Volunteering and charity
E5 Family ties
Younger and older singles without children
Fact: 27% are doubtful voters
- Community and togetherness
- Traditional family values
- Low occupational level and purchasing power
- TV channels Zulu, Charlie and Pop FM on the radio
- Gaming and competitions
- E-sports, motor sport and football
E6 Urban living
Well-educated younger and middle-aged
Fact: 43% are members of a fitness center
- Small rental apartments
- None or few kids, could be sharing children
- Occupational trained, read specialist magazine licitationen.dk
- Community-oriented – and self-pampering
- More lamb, less pork
- No time to waste, run fast and work hard
F1 City pulse
Well-educated families with a high income
Fact: 73% are happy to pay extra for good quality
- Top managers and high positions
- Well-educated and well-informed
- Modern and untroubled
- High purchasing power and huge cultural consumption
- Ski holidays and sports vacations
- Specialty stores and luxury brands
F2 Culture vulture
Highly educated and creative families with children
Fact: 44% ride the bicycle on a daily basis
- Big city families with many kids
- Well-educated with a high cultural consumption
- Globetrotters and gourmet dinners
- Readymade meals and meal boxes delivered
- Like to read the newspaper Weekendavisen and shop for groceries at Irma
- Turn up public cultural expenditure, please!
F3 Picket fences
Middle-aged families with wealth and wits
Fact: 62% are very interested in the climate and environment
- Older apartments and multifamily houses
- Well-educated and well-informed metropolitans
- Wealthy big spenders
- Retirees or approaching retirement
- Jazz festivals, ballet and classical concerts
- Health, wellness and long, nice walks
F4 High flying families
Highly educated and career seeking without children
Fact: 15% voted for “Enhedslisten” at the 2019 parliamentary elections
- Young career minded families, couples or singles
- High income and higher social class
- Vegetarian gourmet dinners and readymade meals
- Globetrotters with a desire to travel
- Important to be successful in life
- Confident in their opinions as well as in fashion
G1 On the porch
Older single tenants in the province
Fact: 65% are interested in politics
- Retirees enjoying life
- Live in smaller terraced houses and apartments
- Worried about traditional family values
- Dealhunters
- Royalists and local loyalists
- Like to bet at Lotto, Tipper and Oddset
G2 Experienced senior
Well-of older couples living in their own home
Fact: 86% do gardening on a regular basis
- Well-educated and well-informed retirees
- Large single-family houses in the province or towns
- Middle class and high purchasing power
- Gardening, good times and good health
- Local issues and volunteer work
- Denmark should look after itself
G3 Welfare founders
Occupational trained seniors living in their own homes
Fact: 75% read free newspapers
- Retired craftsmen
- Couples and single widows in towns and villages
- Villa, doggie and a Weber grill
- Danish oldies songs and needlework
- Strong traditionalists with their own defined values
- Modern technology is taking over our lifes
G4 Nursing & care
Elderly and citizens with special needs
Fact: 46% think that the world is changing too fast
- Single retirees and vulnerable citizens
- Worried about the digitalisation and e-mail
- Classical music and conservatism
- Wheel of Fortune and TV 2 Charlie on the telly
- Frightened of the globalisation
- Read daily newspapers and watch the news on the telly
H1 Student life
Students living in student housing
Fact: 61% do not have a TV
- Young students living in a few square meters
- Environmentally concerned backpack travellers
- Modern-community-minded
- Leftist vegans
- Readymade meals and fastfood
- Climate politics and social issues
H2 First move
Young singles living alone for the first time
Fact: 62% go on Instagram almost daily
- Young students or job seekers
- Live in small apartments in cities
- Low purchasing power, but high consumption
- Very social, love to go to festivals
- “Parental purchase” apartments and fast food
- Extreme sports, Spotify and streaming
I1 Provincial youth
Young singles in provincial towns
Fact: 73% have a Facebook account
- Young singles in the province without kids
- Live in modest apartments
- Occupational trained, employed in specialist positions
- Quick consumer loans and clubbing
- Fitness and secondhand fashion
- Streaming and SoMe
I2 Home comfort
Tenants on a low occupational level
Fact: 14% are regularly on a diet
- Middle-aged singles without children
- Live in public housing in the province
- Relatively high unemployment and low purchasing power
- Instalment plans and negative wealth
- Eat readymade meals and takeaway on a regular basis
- Shop at discount stores and ride a moped
I3 Patchwork and knick-knack
Hearty middle-aged living in the province
Fact: 66% enjoy hiking
- Elderly traditionalists without children
- Live in smaller old apartments
- Like watching TV and doing needlework
- Health and alternative medicine
- Read the local newspaper and novellas in the weekly magazines
- The world is changing too fast!
I4 Enjoying life
Middle-aged singles without kids
Fact: 63% use the internet primarily to go on social media
- Singles in apartments in the province
- Low level of education and low purchasing power
- Sociable - online and offline
- Impulse credit purchases
- Readymade meals and e-sports
- We should help our own before helping others
Average home size and -age
Average amount of children
Average education level
Average household income
Average household wealth
Average amount of cars
