The 9 main groups

All households are classified into main groups. The distribution changes slightly from year to year. This is partly due to the general development in society, but also changes in the data statement, the level at which they are discretionary and development in the conzoom® model itself

The 9 main groups and 39 conzoom types

A Affluent homeowner

17.8%

Homeowners with high income and equity . 81% af gruppen enjoys gardening.

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A1 Successful living

23.3%

Career-oriented families with resources

A2 Prospering families

21.5%

Large well-educated families

A3 Distinguished elders

19.1%

Affluent elderly with children who has moved out

A4 SOHO workers

15.7%

Self-employed working from home

A5 Family Jensen

20.4%

Middle-aged families living in good conditions

B Comfy cosiness

14.2%

Sociable and egalitarian average Danes . 33% af gruppen vote for the Social Democrats.

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B1 Middle of the road

15.2%

Families without children and a low education level

B2 Optimists

22.1%

Up and coming well-educated families with children

B3 Empty nesters

30.2%

Senior with children who has moved out

B4 Idyllic living

14.9%

Couples and singles living in older houses

B5 Humble and happy

17.6%

Small families in terraced houses

C Country life

9.5%

Families living in the countryside. 62% af gruppen like to “DIY”.

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C1 Farmers

16.2%

Farming families

C2 Country living

14.3%

Families in the countryside with many kids

C3 Green fingers

16.7%

Senior families in the countryside

C4 Pair of Hearts

28.5%

Wealthy families in the countryside

C5 Rural comfort

24.3%

Couples and singles living the country life

D Wealthy living

9%

Classy living in the upper class . 70% af gruppen do sports or exercise.

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D1 The gold coast

27.4%

Well-educated established families with a high income

D2 Sunny side up

22.5%

Wealthy and resourceful families with children

D3 Golden generation

22.5%

Well-educated and well-off seniors

D4 Happy and harvesting

27.6%

Surplus and more in alternative families

E Urban diversity

14.5%

Younger and older living the city life. 41% af gruppen watch YouTube on a daily basis.

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E1 City singles

15.6%

Well-educated younger singles without kids

E2 Young co-op dwellers

15%

Well-educated youth living in condos

E3 Heart warmers

13.3%

Middle-aged and older singles in the heart of the city

E4 Kids on the block

11.6%

Families with children in the big city

E5 Family ties

22%

Younger and older singles without children

F Upscale city

8.9%

Well-off in attractive big city apartments. 44% af gruppen read fiction at least once a week.

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F1 City pulse

22.5%

Well-educated families with a high income

F2 Culture vulture

21.6%

Highly educated and creative families with children

F3 Picket fences

24%

Middle-aged families with wealth and wits

F4 High flying families

31.9%

Highly educated and career seeking without children

G Seniors

9.9%

Elderly and those who need special care . 75% af gruppen are members of The DaneAge Association, Ældre Sagen.

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G1 On the porch

26.1%

Older single tenants in the province

G2 Experienced senior

12.9%

Well-of older couples living in their own home

G3 Welfare founders

33.1%

Occupational trained seniors living in their own homes

G4 Nursing and care

27.9%

Elderly and citizens with special needs

H Youth on the move

4.1%

Young students in the big city . 97% af gruppen use streaming services on a daily basis.

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H1 Student life

38.2%

Students living in student housing

H2 First move

61.8%

Young singles living alone for the first time

I Provincial life

12.1%

Less privileged living in the province . 43% af gruppen are traditionalists.

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I1 Provincial youth

18.4%

Young singles in provincial towns

I2 Home comfort

39.3%

Tenants on a low occupational level

I3 Patchwork and knick-knack

6.6%

Hearty middle-aged living in the province

I4 Enjoying life

35.7%

Middle-aged singles without kids