Target audience: Soccer / football fans in Sweden

Selected insights on target audience: Soccer / football fans in Sweden

• Many soccer / football fans have a high annual household income
• Having a good time has more importance to soccer / football fans than to the average consumer
• 16% of soccer / football fans are innovators or early adopters of new products
• A relatively high share of soccer / football fans think that crime is an issue that needs to be addressed
• Soccer / football fans remember seeing ads in video portals more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Sweden
• Gender of consumers in Sweden
• Level of education in Sweden
• Share of consumers in Sweden in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Sweden live
• Communities where consumers live in Sweden
• Accommodation type and home ownership in Sweden
• LGBTQ+ status of consumers in Sweden

• Most important aspects of life for consumers in Sweden
• Top 10 interests of soccer / football fans in Sweden
• Top 10 hobbies and leisure activities of soccer / football fans in Sweden
• Top 10 sports activities of soccer / football fans in Sweden
• Top 10 sports followed by soccer / football fans in Sweden
• Pets living with soccer / football fans in Sweden

• Agreement with statements in Sweden
• The 10 most important issues facing Sweden according to soccer / football fans
• Political attitudes of consumers in Sweden
• Innovation adopter types based on statements towards innovation by consumers in Sweden
• Economic situation in Sweden as percieved by soccer / football fans
• Perceived personal economic situation of soccer / football fans
• Agreement with statements regarding economic concerns of soccer / football fans

• Type of media consumers in Sweden have been using in the past 4 weeks
• Top 10 social networks used by soccer / football fans
• Top 10 channels where soccer / football fans in Sweden remember coming across digital advertising
• Places where consumers in Sweden have come across non-digital advertising in the past 4 weeks