Country living
Activities for the kids in rural surroundings
Large and older spacious houses
Hunting, Donald Duck and home-baked goods
Readymade meals, preferably pasta dishes
SoMe and streaming services
Camping and sun holidays
By far the most Country living are aged 30 to 50. They are predominantly couples who have a lively everyday life with children of all ages living at home; two thirds have two or more children in the household. The education is vocational or higher, and the type contains many employees with a comfortable income level – just above the national average. The employment level is also quite high, and a good one in ten is self-employed. Their wealth lies just below the average, which covers a certain variation. One in three has a business at their private address, where a large part are craftsmen who service the nearby farms and the local area.
The vast majority live in single-family houses or farmhouses. Typically it is a larger owner-occupied home of over 130 m² - more than one in three is over 180 m². The building style is traditionally Danish, and many houses are from the beginning of the last century. The energy rating is often in the poorer end, as many of the houses are heated with liquid fuel.
The houses lie outside the town boundary, in the open countryside, where there is room for the family to really spread out. But it is a long way to most things, and that is why several cars are parked in the farmyard.
Country living enjoy country life and have chosen the open spaces. It gives the freedom to walk the dog off the lead and to go hunting or out fishing. They also tend the garden, enjoy themselves at home and bake buns for the kids.
Most Country living can manage their paid job within normal working hours. Nevertheless, they feel they are short of time, because they are so active. They are always busy with repairs or extensions and conversions, so they regularly visit the DIY store to pick up more materials.
The car is started when the children need picking up and dropping off and big shopping needs doing. The shopping takes place at Din Købmand or the nearest local supermarket, regardless of name. It just has to be quick and easy.
When it is time for dinner, it is the traditional dishes that come to the table, and they are gladly homemade, although the ready meals are also popular if time is short. We are some distance from the skyr belt, and health does not hold any widespread interest among this type. Nevertheless, they do get exercise. One in five runs, does fitness or strength training. Others go to some form of ball game, swimming or gymnastics to keep in shape. Motorsport can also be exciting, and it can be anything from go-karting to ploughing competitions that gets the family up to speed.
With all those activities, it is not surprising that Country living are the ones who watch the least TV of the types in Life in the Country. Instead, they stream series and programmes when a much-needed break is needed. The radio and its more commercial channels are a good way to get news and entertainment while one goes about doing something. It is hardly politics, though, that makes them prick up their ears, for it does not hold much interest. It would have to be local matters, which they gladly read about in the local paper.
Country living read many different periodicals, but none in particular to any greater extent than the average, once one disregards Samvirke, Familie Journal and the Danish Hunters' Association magazine.
When it comes to digitalisation, they are well up to speed. They are comfortable with the internet and log on from the computer, the tablet and the mobile. You can meet Country living on Facebook, and surely there are pictures from one of their latest projects?
One in four Country living prefers to holiday in Denmark, and even though they live nicely, one in three can well be tempted abroad, where many choose a sun-sure destination.
In terms of values, Country living may have moved to the country to turn back time a little. They are namely predominantly Individual-oriented and secondly Traditional-individual-oriented. You meet them occasionally in church – perhaps especially around holidays, and of course at the many christening and confirmation parties.
They vote predominantly for the parties in the blue bloc, with large overrepresentation for the newer blue parties.
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