Prospering families
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
Active families with children usually consist of couples with up to three children - or more. Where some of the children are still small, the elders may already be leaving the nest. Well over half have infants or kindergarten children. The parents are typically between 30 and 50 years old and have a level of education that is much higher than the national average. Every other person has a higher education. The employment rate is quite high, as many as 97% are self-financed and in active employment. Most are in good positions as middle managers or top managers. The salary level is therefore generally high, while the discretionary value is fully utilized in order to have money for the large, active family. The wealth is below the national average, but it is growing steadily. Most belong to the middle class, while over half are divided between the upper class or the upper middle class.
Active families with children live everywhere in Denmark, typically in a single-family house, which they own and possibly still pay off. If you visit them, you can almost be sure to enter a house with plenty of space, because only a few live on less than 130 m². Many have much larger houses, and 180 m² is quite common - and necessary when you live so many under the same roof. A large part of the houses were built before the 1980s, while many are completely newly built and mortgaged to the chimney. In addition, one in ten has a holiday home and almost everyone has a car, many even two.
In the morning, most start the car to get to work, while a few stay at home, where they run a liberal profession. Some have a consultancy business, others a holding company or an independent craftsman company. They rarely spend more than 40 hours a week in the employer's service, so there is both time and energy for the children.
The everyday life of active families with children is characterized by the children's activities. To facilitate logistics, transport is handled with a combination of the car and the bicycle, the former of which is most popular when picking up, bringing and shopping.
The majority are registered for several news and offer emails. This makes it easy to plan the purchases, which they prefer to do in the nearest MENY or a larger Bilka, preferably to go or delivered to the door by nemlig.com.
They prioritize having time for cooking and see it as a pleasant activity together with the children. They like to order ready-made meal boxes to optimize time, and there is often fresh home-baked bread in the packed lunches.
Active families with children do not fear gardening. It's lucky, because the garden can be big, and maybe there's one in the summer house too. Keeping a garden goes hand in hand with keeping a house, and therefore the trip often goes to the local hardware store. Do-it-yourself is good, and if you can avoid expensive craftsmen, it is only an advantage - deduction or not.
Everyone in the family exercises at least once a week. Adults prefer flexible forms of exercise such as running, fitness and cycling. The children's many leisure activities cover all sports with balls, and handball and football in particular are something the family can gather around.
Otherwise, the home's activities take place indoors. Online games and participation in competitions are a big part of the entertainment, at least for the kids. They don't watch much traditional TV, but instead stream a lot and actively follow various popular series. Something the family likes to enjoy together.
The whole family is active on almost all social media. It is therefore almost a matter of course that both children and adults have their own smartphone and tablet.
On the other hand, not much time is spent reading newspapers and magazines, but thanks to the internet and their broad interests, Active families with children still manage to be quite well-orientated. They like to listen to audiobooks and podcasts, but perhaps only when the children have gone to bed and a Jumbo book or a Donald Duck magazine has been read.
Holidays in Denmark are just as popular as in the rest of Europe. Airplanes are more convenient than cars, unless it's a one-day trip, which every fifth family makes a few times during the year. Many of the families remember the last big backpacking trip to a distant continent. One of the great holiday experiences they have together in their luggage.
In terms of value, the typical Active families with children belong to the Modern-individual-oriented segment. In terms of attitude, half think that it is too easy to get money from the public sector, and many do not think that the difference between rich and poor in Denmark is a problem.
At the last general election, this segment largely represented the national average. And the Active families with children are good at getting votes.
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