Empty nesters
Elderly families with children who has moved out
Traditionalists and working class
Uncomfortable with online payments
Morning newspapers and Danish oldies songs
Groceries from discount stores
Denmark and the Danish national lottery
In terms of age, Plads is in the nest from the late fifties and upwards. Almost 85% are over 66 and therefore already retired, while the rest can begin to glimpse the third age. There are rarely children in the home, because they have flown from the nest.
The vast majority have managed with primary school or a vocational education. That, and the fact that they are older, provides a modest household income, depending on whether they are still working. Although the wealth is often below the national average, they have never lacked anything. A good two thirds are pensioners and the rest are on their way.
Half have been able to afford to buy a terraced house, terraced house or smaller single-family house of 80 to 100 m². The others have a smaller share or live for rent. The trade price is somewhat below the national average. On the one hand, the areas are not the most in demand, and on the other hand, several homes may need a major renovation. In the big cities, some people also have an allotment house, where both greenery and comfort are grown.
Space in the nest belongs to the middle and working class in all the country's provinces and villages.
Cultural events are not something that Plads i reden cultivates a lot. They don't travel that often either. Half take a holiday in Denmark, preferably in a rented summer house. The trip can also go south on a sun or beach holiday or an extended weekend in the Harz.
At home, they take care of the garden and the house with great pleasure. This also applies to the larger maintenance projects. There is also time for needlework, and the grandchildren can perhaps look forward to soft packages. Meanwhile, the entertainment runs on P4, if TV 2 Charlie is not tuned in.
They like to buy Hus Forbi when they meet a homeless person at the supermarket. The news is scrutinized in the free local newspapers and the few who buy a newspaper choose local dailies such as Fyens or Nordjyske Stiftstidende and JydskeVestkysten, depending on where they live. In addition, many people read B.T. and Ekstra Bladet and all the major weeklies; SUNDAY, Familie Journal, Ude og Hjemme, SE og HØR, BILLED-BLADET and Her & Nu. The leaves can be changed. It also gives rise to a good chat with like-minded people.
On the shopping trip to SuperBrugsen, they pick up Samvirke og Helse. On the whole, they read a lot about health in LedSager and Äldre Sagen. Those who live for rent naturally also read the Beboerbladet.
All in all, they get input from many places, and their interests range widely, from local medicine to alternative medicine. But reading about health is one thing, cultivating it is another. Only less than half exercise every week. Here they prefer classic gymnastics and also often take a trip to the swimming pool.
Digitization is not something Space in the nest is neither fond of, comfortable with nor has adapted to. For most people, modern technology is not an advantage in everyday life - rather a necessary evil. Therefore, they use the computer less than the general population, and one tenth do not even have internet at home. Yet almost every second person has a profile on Facebook and a third have a tablet. However, social media is not an activity that takes up a lot of everyday life. Rather, it's something they click past monthly.
In order to make room in the budget, they prefer to shop in virtually all the discount stores. Transport is done by car for those who have one - or by bicycle, which also keeps the body moving a bit.
In terms of value, Plads i nest basically belongs to the Traditional segment, with representatives in both the Traditional-individual-oriented and the Traditional-community-oriented. Attitudinally, this is expressed in the fact that they think everything changes too quickly. They are insecure about globalization; they feel that traditional family values are under pressure; and they think that Denmark should take care of itself to a greater extent. They also think that the growth of industry must be more important than the environment and that there is too great a difference between rich and poor in our society
In the last election, many people voted for the major parties, and the Danish People's Party enjoys relatively large support among this type.
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