Youth on the move

Young people on their way have their lives ahead of them. They are in their 20s or early 30s. Seven out of ten live alone and virtually no one has had children yet. The vast majority are in education or have temporarily stopped at primary school and are now taking the time to find the right way forward. A time when many live off education benefits and student jobs and maybe take a sabbatical or two.

There is much to look forward to, and the income level is expected to increase over time, just as the wealth will likely be built up along the way. Therefore, right now they are most often in the middle or lower social classes, but many will work their way up and up in society.

The largest proportion of young people on the way live for rent, whether in a small youth housing, apartment, one room or in a shared apartment. If they live in an owner-occupied flat, it is probably a parental purchase. The majority have less than 40 m² to romp around in, others have up to 60 m² available. They live near the educational institutions in the largest cities, but predominantly in the metropolises of Aarhus and Copenhagen.

The vast majority manage without a car, but can probably borrow from their parents if they need it, and otherwise there are plenty of opportunities for car-sharing schemes in the big cities. However, they prefer to take the bicycle, because it gets them on their way quickly in the big city. And otherwise there is always public transport, which they also use extensively.

Compared to other groups, Young People on the Way are the most active online – via computer, tablet and smartphone. As part of the "digital native" generation, they cannot imagine a life where the Internet is not a constant part of their waking hours. Likes and shares are also part of everyday life and are constantly sought after as recognition on the road. The Internet is therefore both a natural tool and a social meeting place, although they also spend a lot of time with family and – especially – friends in reality.

Young people on their way may probably form a unified group, but the types are far from the same. One type goes into town on most weekends, while the other follows the studies more concentratedly. When family and friends are invited to visit, there is also a clear difference. However, both types like to spend time and money on café visits, pop or rock concerts and perhaps also music festivals.

Those who study will naturally read a lot of non-fiction. In general, many young people on the road are curious and read magazines such as Eurowoman and -man, Costume or follow Soundvenue online.

Forget the newspapers if you want to communicate with this group - they get their knowledge and news online. Listening to the radio and watching TV are not something they do either. They get everything online when they need it.