CONZOOM GROUP I

Provincial life

Less privileged living in the province

Provincial life
Segmenter
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Provincial life

Characteristics of group I

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

When you live a Provincial life, you are quite often single and have no children living at home. About one in five has an origin other than Danish.

Most have stuck to primary school or chosen a vocational education. Many are now either retired or out of the labor market, while those who are working are almost all wage earners at the basic level. This is reflected in the income and assets, which are correspondingly low. We therefore meet them in the middle and working class.

Provincial life is lived everywhere in the province, from provincial towns of all sizes to the larger villages surrounding the provincial towns. Most live in modest dwellings of 40 to 90 m²; half for rent in non-profit housing; a quarter in private rental housing, while just under one in four have a cooperative apartment or owner-occupied home. The majority are located in older multi-storey buildings or two- and multi-family houses, preferably somewhere where a local bus or local train still runs to the provincial town's cultural offerings, shopping district or shopping centre.

With public transport, some manage without a car. Incidentally, there is rarely any finance for one either. In return, they give it the gas on social media, where they also "meet" with the family. On the whole, they are online a lot, where they keep informed about big and small things – especially in the field of entertainment, including streaming of films and TV series. And then the Internet is convenient; there you can buy the goods that are not easy to get in the province.

A provincial life has the freedom to pick and choose between the provincial town's offer of sports and culture. Some want it all - others would rather be free.

Despite the large range of sports, there are many population groups that get more exercise than Provinsliv. But those who exercise prefer one of the usual top scorers; running, cycling or a trip to the gym. They generally don't make a big deal out of the food. Why spend hours in the kitchen when you can get fast food or grab a ready meal in the supermarket?

The younger ones like to party, while the older ones take it easy and delve into local politics. What the generations have in common is that they believe that Denmark must take care of itself and do more for Danes before helping other countries.

It is normal to be a little proud of your provincial life. Some go to a big city every day to work, but always return home to their usual life afterwards.

See the types in group I