Retirees enjoying life
Live in smaller terraced houses and apartments
Worried about traditional family values
Dealhunters
Royalists and local loyalists
Like to bet at Lotto, Tipper and Oddset
In On the porch, virtually everyone is over retirement age; two thirds are in fact over 75 years old. Most are single, perhaps widowed after an otherwise long and happy marriage. The children flew the nest long ago; indeed, even the grandchildren now stand on their own feet and have started families.
Almost 40% have primary school as their highest education level, and a third have a craft background. A very typical education level for this generation.
The personal income in On the porch is on the low side and based on an ordinary state pension. The wealth is below average compared with the rest of the group, although somewhat below the national average. Most are in the middle class and the rest in the lower social classes.
If you are to visit them, you should look for a row house, for that is what a good half live in, or a flat, where the rest live. Common to them is that most rent in social housing arranged as senior dwellings, while others hold a co-op share certificate. These are typically newer buildings from the 70s and upwards. A good one in three has a car, perhaps not the newest, but it has guaranteed been well looked after.
They typically live in provincial towns all over the regions, a few, however, also in the capital.
On the porch enjoy a relaxed life that often takes them out into nature, where they like to go for walks together with good friends. There is of course also time to go to evening classes, to church, to the library or perhaps even to folk dancing at the local school or in the community hall.
When they come home, they again take out the handicrafts under the good standard lamp or immerse themselves in a fiction or non-fiction book - if they do not start baking. On top of the good baked goods, they perhaps glance at the slimming tips they have collected or plan the next slimming meal, which they eat regularly. On the whole, they take a great interest in health and well-being on many levels. This also applies to their spiritual and mental health.
There are few of them who go to gymnastics, but otherwise sport is not something they do - although they quite like to follow it.
Digitalisation is not something they applaud or feel comfortable with. The only advantage of it would have to be that one can keep in touch with friends, family and grandchildren via Facebook.
Every other one gets the daily newspaper in the mailbox. Here we find a large proportion of regular subscribers to Jyllands-Posten, Politiken, Berlingske or large regional dailies. Most read Ældre Sagen and Ledsager, but also Samvirke. Added to that are all the weekly magazines, which they read diligently, gladly by swapping for them. This type follows particularly attentively what the royals are up to. One is, after all, a royalist!
By far the most watch TV every day; preferably DR1 and TV 2's channels. Almost half listen to P1 daily, and many start the day on TV 2 News and end the evening on TV 2 Charlie.
They are fond of traditional dishes, and for everyday consumption they shop first and foremost, but not exclusively, at the nearest Kvickly or Brugsen. While they are there anyway, they put money on the week's Oddset or renew their lotto or pools coupon. There may also easily be time to go to the discount stores. Here they find the week's good offer or one of the many good ready meals that suit the needs of singles.
When it is time for a holiday, most find a lovely place in Denmark, where they for example take an inn or folk high school stay. A bus trip through Germany could also come into question, but it is by now some years since last. And should it become the really big trip, On the porch might well save up for a cruise.
In terms of values, On the porch are to be found in the Gallup Compass among the Traditional, but swing both towards the Traditional-individual-oriented and Traditional-community-oriented. They think that Denmark should to a greater extent look after itself, and they would be fine with managing more themselves if it meant taxes were lowered. A large proportion are afraid that traditional family values will disappear entirely.
At the most recent general election, the votes distributed primarily between the large "old" parties, the Social Democrats, Conservatives and the Liberal Party (Venstre).
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