Target audience: Ice hockey fans in Finland

Selected insights on target audience: Ice hockey fans in Finland

• 38% of ice hockey fans have a high annual household income
• Making their own decisions has less importance to ice hockey fans than to the average consumer
• 10% of ice hockey fans are early adopters, when it comes to new products and innovations
• A relatively high share of ice hockey fans think that government debt is an issue that needs to be addressed
• Ice hockey 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 Finland
• Gender of consumers in Finland
• Level of education in Finland
• Share of consumers in Finland in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Finland live
• Communities where consumers live in Finland
• Accommodation type and home ownership in Finland
• LGBTQ+ status of consumers in Finland

• Most important aspects of life for consumers in Finland
• Top 10 interests of ice hockey fans in Finland
• Top 10 hobbies and leisure activities of ice hockey fans in Finland
• Top 10 sports activities of ice hockey fans in Finland
• Top 10 sports followed by ice hockey fans in Finland
• Pets living with ice hockey fans in Finland

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

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