Family Jensen
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
Over half of the type we call Family Jensen are between 40 and 59 years old, and a third are between 50 and 59 years old. Most are couples. The majority have children, who in many cases have moved out, but there may still be a single one left in the villa's teenage section.
Most have a vocational education and slightly fewer have completed a medium-length higher education. Some of the oldest have already left the labour market, and so household incomes will be seen to lie quite widely spread among Family Jensen. Combined with an average wealth, this places most of them in the middle class.
Family Jensen live in houses of up to 180 m², which is somewhat larger than the average. Most were built before the 1980s, and almost all are owner-occupied homes. You find Family Jensen in provincial towns and villages, where most have lived since they were born.
Virtually all have a car - many of them with a tow bar. That is practical when going to the DIY store or the holiday home. A third have two cars, a few of which are company cars.
Family Jensen's everyday life revolves around the close and the traditional. They prefer local and regional newspapers as well as tabloid editions of the national dailies. They get news and entertainment from the smaller radio channels such as NOVA, Pop FM and Radio 100.
As the name suggests, Family Jensen are more into the homely than the exotic. They are fond of the familiar and the known, and so a good steak or meatballs for dinner is preferred over sushi or vegetarian dishes. They may, however, pick up a little new inspiration in magazines such as Gastro and SPIS BEDRE.
When the gardening and the do-it-yourself projects call, the trip goes past the DIY store to pick up what is needed. At the end of the day, you can sit down on the sofa with a clear conscience and an Ude og Hjemme.
Family Jensen are digital to the same extent as the average. The internet is used in particular to handle banking, follow the weather forecast, book a charter trip or find a campsite. Facebook is a good way to keep in touch and share experiences, opinions and pictures with friends and family.
In daily life, most get around in their own cars, but precisely this type is one of the really big users of public transport. They are frequent train passengers, perhaps to commute between home and work, or to visit friends in the next provincial town.
Family Jensen prefer to stay in Denmark, but when they travel abroad, the compass often points towards Thailand. Sometimes an extended weekend will do, but they may also drive or fly towards southerly climes.
Sport is not something they care much about, but what most in Family Jensen can agree on is to lace up the running shoes and head out to get the pulse up. They also drive to training at the fitness centre, play football, badminton or take a leisurely round on the golf course.
There must of course also be food on the table, but not at any price. Family Jensen are price-conscious, and therefore shop primarily at Lidl, Netto and Fakta. From time to time you can also see them put a shopping bag from SuperBrugsen in the boot.
In terms of values, in the Gallup Compass, you find Family Jensen spread a little all over. They are slightly more represented among the Modern-individual-oriented and least among the Modern-community-oriented.
In terms of attitudes, this is expressed in the fact that a majority think we should solve the problems in Denmark before we give money to others. Public funds should, moreover, not be spent on art and culture either.
At the most recent general election, the largest numbers voted for the Social Democrats, the Danish People's Party (Dansk Folkeparti) and the Liberal Party (Venstre).
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