Target audience: Self-employed people & freelancers in Pakistan

Selected insights on target group: Self-employed people & freelancers in Pakistan

• 37% of self-employed people & freelancers have a low annual household income
• An honest and respectable life has more importance to self-employed people & freelancers than to the average consumer
• Health and fitness are relatively prevalent interests of self-employed people & freelancers
• Self-employed people & freelancers are more likely to have tech and computers as a hobby than the average consumer
• Self-employed people & freelancers 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

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Pakistan
• Gender of consumers in Pakistan
• Consumer’s level of education in Pakistan
• Share of consumers in Pakistan in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Pakistan live
• Communities where consumers live in Pakistan

• Most important aspects of life for consumers in Pakistan
• Top 10 interests of self-employed people & freelancers in Pakistan
• Top 10 hobbies and leisure activities of self-employed people & freelancers in Pakistan

• Agreement with statements in Pakistan
• The 10 most important issues facing Pakistan according to self-employed people & freelancers
• Political attitudes of consumers in Pakistan

• Top 10 places where self-employed people & freelancers in Pakistan have come across digital advertising in the past 4 weeks
• Devices consumers in Pakistan use regularly to access the internet
• Social media activities in Pakistan by type
• Places where consumers in Pakistan have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Pakistan have been using in the past 4 weeks