Conzoom type H2

First move

First move

First move
Segments
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Youth on the move
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First move

Characteristics of conzoom type H2

Young students or job seekers

Live in small apartments in cities

Low purchasing power, but high consumption

Very social, love to go to festivals

“Parental purchase” apartments and fast food

Extreme sports, Spotify and streaming

Geodemography

First move are the same age as or just a couple of years older than H1 Halls of Residence. Most are still under 30 years old, single and have no children yet. Common to the two H types is that they are very young families. The difference lies in the housing form, as First move, as it sounds, have moved into their first real home. Perhaps they have been lucky that parents have supplemented or even offered a parental purchase, or they have in some other way got the opportunity and seized it. They do not have to share kitchen and everyday life with others, but can live and decide for themselves at an otherwise young age.

The education level is still being worked on here at First move. A few more are at the finish line and now stand with the diploma in hand, either from a vocational or higher education. Several have, however, already got their first real job, after completing a vocational education. This affects their perception of life and not least their political attitudes.

While some are getting started on their first job, others still receive education support, possibly supplemented with a student job. Others take a gap year, where they work and have a reasonable income. Some live two together, not because they necessarily form a couple, but more because it helps both to cover the housing expenses. A small saving still stands in the account, but most have by now used up the education or child savings. It costs a bit, after all, to furnish a home and stand on one's own feet.

They still belong to the working and middle class with the hope of climbing up the ladder as the career develops. It is, after all, First move, so they are on the right track.

The home is also their first real stop after they have moved away from home. They live in or around the large study cities, both Aarhus, Aalborg, Odense and Copenhagen - and everywhere in the provinces where there are studies. Many have probably moved from their home region, and now it is cool and festive to feel the city's pulse.

The Gallup compas

The model on the right shows where the Conzoom type is positioned in relation to the Gallup Compass.The Gallup Compass is a segmentation tool that, based on value‑ and attitude‑based questions, provides nuanced insight into consumer behavior, values, and lifestyle.You can read more about this in the section below.

Behaviour, lifestyle and attitudes

Although this type has opted out of hall-of-residence life, they are still very social; among other things, they often visit friends and family. They also get out, perhaps to the cheap bars with student-friendly prices, but also to concerts, the cinema or a stand-up show, before they go on into town and let loose.

They also go for it when it comes to health. Two thirds do sport every week, where almost half train in a fitness centre and slightly fewer run. The progress from the training is, of course, only the First move on the way to health. The diet is also taken into account, and this type gladly finds the inspiration to live healthier online. If there is no time to make the food themselves, it is nice that the selection of quality ready meals in the supermarkets is so large.

The internet is a basic element in their everyday life, and they use it for both education and entertainment in the form of games and competitions on the computer and smartphone. Social media is also checked, but it is by now rarely anything other than Instagram and TikTok that reach First move. It would have to be Tinder; the next little flirt or the really big love might just be nearby.

A good way to keep the expenses down is by using the bicycle. It is their primary means of transport and will surely be so until they find a good job. Many are indeed constantly actively job-seeking, just as they also constantly scan the housing market online - perhaps in the hope of being able to buy a larger home once the job has landed.

Alongside the job search, many also choose either to be a member of or work voluntarily for a humanitarian or charitable organisation. Perhaps you have met someone from First move as a fundraiser in the street or as a volunteer in the local soup kitchen.

There must of course also be time for the studies, and they therefore read a good deal of non-fiction and often search for subject-related topics on the net. While they study, they may well have an online music service running in the background. This type also often listens to a podcast, which may be about a political topic. They are engaged in that, as they want to be successful.

A television they do not own - they simply do not understand why one should have one. Films must be streamed or seen at the cinema.

There is plenty to attend to at First move, and not much to spare, so they have not been on a major holiday for two years. On the other hand, many look forward to the annual Roskilde Festival. There is always money for that. If they travel, it is often by backpack, and gladly by train. It is less climate-impacting, and then one can read a good book on the way.

In terms of values, First move are Modern-community-oriented. But unlike the Halls of Residence, some are more Modern-individual-oriented than Modern-community-oriented. Although politics is not of great interest, they have a clear attitude that we could do more for refugees and the weak in our society.

The division in the Gallup Compass is reflected in the party choice, for First move are an impressionable crowd, who in principle prefer the Social Democrats and the left wing. But the Liberal Alliance and the Social Liberals (Radikale) also harvested quite a large part of their votes from First move at the most recent election. There are, however, also a number of non-voters among this type, so perhaps the potential is greater for the mentioned parties. But these are voters who are keen to try something new, so there were also many who put their cross by the Alternative at the most recent election. No one knows whether they will do so again at the next election.

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