Target audience: Furniture & household goods purchase decision makers in Sweden

Selected insights on target audience: Furniture & household goods purchase decision makers in Sweden

• 36% of furniture & household goods purchase decision makers have a medium annual household income
• Making their own decisions has more importance to furniture & household goods purchase decision makers than to the average consumer
• 28% of furniture & household goods purchase decision makers are laggards when it comes to innovation adoption
• Crime and rising prices, inflation & cost of living are issues of particular concern to furniture & household goods purchase decision makers
• Furniture & household goods purchase decision makers remember seeing ads on social media 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 furniture & household goods purchase decision makers in Sweden
• Top 10 hobbies and leisure activities of furniture & household goods purchase decision makers in Sweden
• Top 10 sports activities of furniture & household goods purchase decision makers in Sweden
• Top 10 sports followed by furniture & household goods purchase decision makers in Sweden
• Pets living with furniture & household goods purchase decision makers in Sweden

• Agreement with statements in Sweden
• The 10 most important issues facing Sweden according to furniture & household goods purchase decision makers
• 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 furniture & household goods purchase decision makers
• Perceived personal economic situation of furniture & household goods purchase decision makers
• Agreement with statements regarding economic concerns of furniture & household goods purchase decision makers

• Type of media consumers in Sweden have been using in the past 4 weeks
• Top 10 social networks used by furniture & household goods purchase decision makers
• Top 10 channels where furniture & household goods purchase decision makers in Sweden remember coming across digital advertising
• Places where consumers in Sweden have come across non-digital advertising in the past 4 weeks