Target audience: Owners of smart home devices for entertainment in Finland

Selected insights on target audience: Owners of smart home devices for entertainment in Finland

• 39% of owners of smart home devices for entertainment have a high annual household income
• Owners of smart home devices for entertainment value similar aspects of life as the overall consumer
• 36% of owners of smart home devices for entertainment are in the early majority of innovation adopter types
• Rising prices, inflation & cost of living are of particular concern to owners of smart home devices for entertainment
• Owners of smart home devices for entertainment remember seeing ads on editorial websites and apps 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 owners of smart home devices for entertainment in Finland
• Top 10 hobbies and leisure activities of owners of smart home devices for entertainment in Finland
• Top 10 sports activities of owners of smart home devices for entertainment in Finland
• Top 10 sports followed by owners of smart home devices for entertainment in Finland
• Pets living with owners of smart home devices for entertainment in Finland

• Agreement with statements in Finland
• The 10 most important issues facing Finland according to owners of smart home devices for entertainment
• 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 owners of smart home devices for entertainment
• Perceived personal economic situation of owners of smart home devices for entertainment
• Agreement with statements regarding economic concerns of owners of smart home devices for entertainment

• Type of media consumers in Finland have been using in the past 4 weeks
• Top 10 social networks used by owners of smart home devices for entertainment
• Top 10 channels where owners of smart home devices for entertainment in Finland remember coming across digital advertising
• Places where consumers in Finland have come across non-digital advertising in the past 4 weeks