The 9 main groups

All households are classified into main groups. The distribution changes slightly from year to year. This is partly due to the general development in society, but also changes in the data statement, the level at which they are discretionary and development in the conzoom® model itself

The 9 main groups and 39 conzoom types

A Affluent homeowner

17%

Homeowners with high income and equity . 81% af gruppen enjoys gardening.

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B Comfy cosiness

13.7%

Sociable and egalitarian average Danes . 33% af gruppen vote for the Social Democrats.

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C Country life

9.8%

Families living in the countryside. 62% af gruppen like to “DIY”.

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D Wealthy living

9%

Classy living in the upper class . 70% af gruppen do sports or exercise.

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E Urban diversity

14.6%

Younger and older living the city life. 41% af gruppen watch YouTube on a daily basis.

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F Upscale city

9.9%

Well-off in attractive big city apartments. 44% af gruppen read fiction at least once a week.

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G Seniors

10.5%

Elderly and those who need special care . 75% af gruppen are members of The DaneAge Association, Ældre Sagen.

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H Youth on the move

4%

Young students in the big city . 97% af gruppen use streaming services on a daily basis.

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I Provincial life

11.4%

Less privileged living in the province . 43% af gruppen are traditionalists.

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