Geographical Information Mapping Services

E-Handbook

JIH LG KFEDCBA

21

Well Educated MetropolitansGroup A4.06%

Charlotte, Jacob

Overvie

w

1Overview

Well educated

Tenant-owned flats in large cities

Singles or unmarriedcouples

Individualistic, prone to change

Young

Interested in society politics and culture

Wealthy, high income andlarge mortgages

Key Features

5 municipalities where

this Mosaic group is

common

Stockholm

Stockholm

Solna

Lidingö

Göteborg

Sundbyberg

JIH LG KFEDCBA

21

Well Educated MetropolitansGroup A4.06%

Charlotte, Jacob

2

Who We Are

How We Make a Living

Where we live

kr

Consumption, Interests and Media

Ste

reo

typ

e

Stereotype

Occupation

Personal Income

Disposable Family Income

Assets

Loan (Deduction of Interest Expenses)

Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography

How We View the WorldParty Outlook

Right/Left Wing

Attitude Towards the European Union

Attitude Towards Technology

Attitude Towards Challenges, News

and Changes

Attitude Towards Individually

Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

25-35 (29.1%)

Unmarried (51.3%)

Singles without children (71.2%)

Post-secondary education (55.8%)

Employed (67.3%)

Financial & business activities (30.1%)

300+ (35.3%)

400+ (17.2%)

Has assets (7.3%)

Small loan (18,146 kr)

Apartment, tenant-ownership (98.2%; 53.1%)

Less than 45 sqm (19.9%)

Before 1931 (50.6%)

N/A

Stockholm

Restaurant

Watches and accessories

Wine

International politics (22.7%)

Art (21.0%)

Sailing (14.3%)

Culture (12.5%)

Economy/business/stocks (18.4%)

Morning paper (80.0%)

Economy (39.9%)

Society report (50.5%)

Debates (38.6%)

M/Fp (27.0%; 23.9%)

Right wing voters (59.2%)

Positive (54.6%)

Positive (17.6%)

Positive (34.7%)

Positive (32.7%)

No (32.4%)

This page provides a picture of a stereotypical household. For a number of key

variables we have selected the most significant attributes. This is intended to

give a flavour of the Group, as clearly not all households will match this

stereotype exactly. The attributes ascribed to the stereotype might not even fit

the majority of the households in the Mosaic Group, it is, however, always more

common in that Mosaic Group than in Sweden in general. % in brackets

indicates the percentage of this Group which displays the selected

43

Metropolitan SinglesGroup B4.73%

JIH LG KFEDCBA

Gabriella, Victor

1

Well educated

Average sized rented flatsin large cities

Singles or unmarried couples


Young

Interested in culture and sports

High incomes

Sundbyberg

Solna

Stockholm

Göteborg

Malmö

Göteborg

Overvie

w

Overview

Key Features



common

43

Metropolitan SinglesGroup B4.73%

JIH LG KFEDCBA

Gabriella, Victor

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography

How We View the World




and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

25-35 (30.6%)

Unmarried (54.8%)

Singles without children (72.8%)


Employed (67.2%)


300+ (21.9%)

200-259 (17.4%)

Has no assets (97.8%)

Small/no loan (6,563 kr)

Apartment, rental tenancy (96.4%; 52.6%)

46-65 sqm (29.0%)

1931-1950 (42.1%)

N/A

Big city/suburb of big city

Restaurant

Watches and accessories

Pleasures

Scuba diving (6.4%)

Sailing (12.0%)

Extreme sports (7.9%)

Culture (6.3%)

Beauty and fashion (14.6%)

Evening paper (28.3%)

Talk show (foreign) (19.1%)

Music video (22.8%)

Comedy (foreign) (49.1%)

Fp/Mp (19.1%; 7.2%)


Positive (42.9%)

Positive (16.7%)

Positive (29.8%)

Positive (28.2%)

No (32.3%)

Party Outlook

Right/Left Wing

kr








7 865

Young Singles in ApartmentsGroup C7.94%

JIH LG KFEDCBA

Emma, Linus

1

Well educated/students

Smaller rented flats in university cities

Singles or unmarried couples

Collectivist, prone to change

Very young

Interested in culture and entertainment

Very low incomes

LundUmeåUppsalaLinköpingKarlstad

Uppsala

Overvie

w

OverviewKey Features



common

7 865

Young Singles in ApartmentsGroup C7.94%

JIH LG KFEDCBA

Emma, Linus

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

16-35 (53.8%)Unmarried (62.0%)Singles without children (79.8%)

Post-secondary education (46.2%)Student (26.3%)Education & research (14.4%)0-99 (34.9%)0-99 (25.7%)Has no assets (98.5%)Small/no loan (3,627 kr)

Apartment, rental tenancy (94.8%; 65.9%)Less than 45 sqm (21.2%)1931-1950 (29.7%)N/AUniversity city/medium large city

PleasuresBooksBeerScuba diving (6.0%)Street fashion (5.9%)Further education (22.8%)Culture (6.3%)Music/film/photography (9.6%)Science (9.9%)Music video (26.0%)Talk show (foreign) (19.3%)Comedy (foreign) (50.8%)

Mp/V (7.2%; 10.6%)Left wing voters (54.6%)Positive (37.5%)Positive (18.6%)Positive (31.2%)

Negative (14.4%)

No (34.7%)

Party Outlook

Right/Left Wing

kr

This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected

11 12 13109

Seniors in ApartmentsGroup D13.57%

JIH LG KFEDCBA

Greta, Ernst

1

Low level of educationSingles/widows/widowers

Flats

Pensioners

Free timeIndividualistic, withtraditional values

Low income

HelsingborgNyköpingHärnösandMalmöVästerås

Helsingborg

Overvie

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common

11 12 13109

Seniors in ApartmentsGroup D13.57%

JIH LG KFEDCBA

Greta, Ernst

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

65+ (41.1%)Widow/widower (17.3%)Single without children (72.2%)

Compulsory school (27.6%)Retired (30.7%)Trade, transport & communication (19.8%)100-149 (19.1%)100-159 (36.8%)Has no assets (97.8%)Small/no loan (3,657 kr)

Apartment, tenant-ownership (91.5%; 47.3%)46-65 sqm (26.2%)1951-1970 (56.5%)N/AMedium large city

Gambling, pool and lotteryTobacco productsHealthy productsTravel by bus (8.2%)Crosswords (23.4%)Health (25.6%)Family magazines (5.6%)Evening paper (28.9%)Health and well-being (9.6%)Café program (17.2%)Harness racing (12.5%)Collection galas (22.2%)

S (44.6%)Left wing voters (57.9%)Negative (38.5%)Negative (23.6%)Negative (11.8%)

Positive (26.2%)

No (26.3%)

Party Outlook

Right/Left Wing

kr


16 171514

Small Town ApartmentsGroup E11.90%

JIH LG KFEDCBA

Angelica, Robin

1

Limited training

Larger rented flats in small cities/towns

Singles/single parents

Young

Spending time with children, watching TVCollectivist, prone tochange

Low to medium income

OxelösundFagerstaKöpingTranåsFinspång

Oxelösund

Overvie

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common

16 171514

Small Town ApartmentsGroup E11.90%

JIH LG KFEDCBA

Angelica, Robin

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

16-35 (35.5%)Divorced (15.7%)Singles with children (13.0%)

Vocational education (37.8%)Student (24.4%)Manufacturing, mining & quarrying (24.8%)150-199 (20.1%)100-159 (33.5%)Has no assets (99.1%)Small/no loan (4,748 kr)

Apartment, rental tenancy (79.3%; 50.2%)66-90 sqm (36.3%)1981-1990 (15.8%)N/ASmall towns

Tobacco productsDVD and video Computer- and TV gamesAstrology (6.1%)Play computer- and TV games (8.3%)Follow popular TV programs (15.8%)Magazines about parents and children (5.4%)Youth magazines (3.9%)Evening paper (31.5%)Talk show (foreign) (18.8%)Music video (22.1%)Soap opera (16.1%)

S/V (47.1%; 9.3%)Left wing voters (60.7%)Negative (40.4%)Positive (15.3%)Positive (23.3%)

Negative (16.4%)

No (26.8%)

Party Outlook

Right/Left Wing

kr


201918

Cultural MixGroup F5.04%

JIH LG KFEDCBA

Patricia, Luis

1

Poorly educated

Larger rented flats in metropolitan suburb

Singles/single parents

Collectivist, prone tochange

Young

Interested in home-based entertainment

Low incomes/no income

Botkyrka

Södertälje

Malmö

Stockholm

Göteborg

Storstockholm

Overvie

w

Overview

Key Features



common

201918

Cultural MixGroup F5.04%

JIH LG KFEDCBA

Patricia, Luis

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

16-35 (42.4%)

Divorced (17.7%)

Singles with children (14.2%)

Compulsory school (32.6%)

Student (32.2%)

Trade, transport & communication (21.7%)

0-99 (41.6%)

0-99 (21.4%)


Small/no loan (2,509 kr)

Apartment, rental tenancy (96.5%; 76.8%)

66-90 sqm (47.2%)

1971-1980 (29.5%)

N/A

Suburb of big/medium large cities

Computer- and TV games

Tobacco products

Diet products

Filming with video camera (12.5%)

Beauty (12.8%)

Questions concerning religion (11.4%)

Magazines about parents and children (5.6%)

Music/film/photography (9.7%)

Beauty and fashion (13.1%)

Talk show (foreign) (25.3%)

Youth program (14.1%)

Music video (25.2%)

S/V (49.0%; 13.0%)

Left wing voters (67.1%)

Negative (35.9%)

Positive (15.8%)

Positive (26.7%)

Negative (17.2%)

No (33.7%)

Party Outlook

Right/Left Wing

kr








23 242221

Affluent Home OwnersGroup G5.66%

JIH LG KFEDCBA

Catarina, Dag

1

Well educated

Detached houses close to large cities

Married couples withchildren


Middle aged

Interested in finance and political issues

Wealthy, high income andlarge mortgages

Danderyd

Täby

Sollentuna

Lidingö

Nacka

Storstockholm

Overvie

w

Overview

Key Features



common

23 242221

Affluent Home OwnersGroup G5.66%

JIH LG KFEDCBA

Catarina, Dag

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

36-49 (32.8%)

Married (61.3%)

Couples with children (45.8%)


Employed (67.0%)


300+ (38.8%)

400+ (47.0%)

Has assets (20.7%)

Large loan (23.100 kr)

Units with one-/two dwelling (93.5%)

More than 180 sqm (23.7%)

After 1990 (16.1%)

More than 1100 Tkr (32.4%)

Villas in suburb of big city

Sport equipment for the children

Wine

Children clothes

Golf (14.9%)

Sailing (14.4%)

Business world (14.8%)

Economy/business/stocks (18.6%)

Home decorating/house and garden (31.0%)


Golf (17.7%)

Economy (43.1%)

Science (38.9%)

M/Fp (28.3%; 23.3%)


Positive (52.7%)

Positive (18.1%)

Positive (27.5%)

Positive (32.6%)

No (22.8%)

Party Outlook

Right/Left Wing

kr








272625

Suburban HomesGroup H6.34%

JIH LG KFEDCBA

Lisbeth, Claes-Göran

1

Well educated

Villas in suburbs close to large cities

Married couples with children

Individualistic, with traditional values

Older

Interested in finance and political issues

Wealthy, high income and large mortgages

StaffanstorpLommaSalemHåboLerum

Malmöregionen

Overvie

w




common

272625

Suburban HomesGroup H6.34%

JIH LG KFEDCBA

Lisbeth, Claes-Göran

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

50-64 (31.6%)Married (61.3%)Couples with children (36.1%)

Post-secondary education (38.1%)Employed (61.7%)Education & research (14.7%)300+ (27.1%)400+ (31.9%)Has assets (8.1%)Large loan (14,904 kr)

Units with one-/two dwelling (91.4%)121-180 sqm (48.1%)1971-1980 (32.4%)723-1099 Tkr (20.5%)Villas in suburb of big/medium large city

Building materialSport equipment for the childrenDomestic applianceSecurities (10.9%)Saving in mutual fund (10.0%)Golf (9.5%)Economy/business/stocks (12.3%)Home decorating/house and garden (26.6%)Morning paper (82.0%)Economy (37.0%)Golf (14.3%)Travelling (56.0%)

M/Fp (18.6%; 17.1%)Right wing voters (49.0%)Positive (43.9%)Positive (14.8%)Negative (12.5%)

Positive (28.5%)

Yes (21.4%)

Party Outlook

Right/Left Wing

kr


CommutersGroup I11.48%

30 312928

JIH LG KFEDCBA

Liselott, Thommy

1

Modest education

Villa suburbs, commuting distance to city

Married couples with or without children

Individualistic, with traditional values

Middle aged or older

Home and family oriented interests

Middle to high incomes, average mortgages

Ale

Lerum

Svedala

Kungälv

Kungsbacka

Storgöteborg

Overvie

w

Overview

Key Features



common

CommutersGroup I11.48%

30 312928

JIH LG KFEDCBA

Liselott, Thommy

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

36-64 (56.4%)

Married (57.7%)

Couples with/without children (63.5%)

Vocational education (33.3%)

Employed (61.4%)

Construction industry (7.1%)

250-299 (14.0%)

300-399 (25.6%)


Medium large loan (12,910 kr)


121-180 sqm (42.6%)

1971-1980 (27.2%)

506-722 Tkr (14.9%)

Villas in suburb

Sport equipment for the children

Building material

Domestic appliance

Saving energy (17.6%)

Golf (8.3%)

Questions concerning unions (9.5%)

Home decorating/house and garden (23.0%)

Family magazines (5.6%)


Golf (13.3%)

Youth program (9.3%)

Swedish entertainment shows (44.5%)

S/Kd (42.9%; 10.3%)


Positive (35.4%)

Negative (19.6%)

Negative (12.5%)

Positive (24.4%)

Yes (22.0%)

Party Outlook

Right/Left Wing

kr








343332

Small Town VillasGroup J8.73%

JIH LG KFEDCBA

Carola, Kenth

1

Low level of education

Villas in small towns and villages

Married couples with or without children

Collectivist, with traditional values

Middle aged to older

Interested in their home and motors

Middle incomes with average mortgages

ForshagaGnosjöLilla EdetPiteåGislaved

Gislaved & Anderstorp

Overvie

w




common

343332

Small Town VillasGroup J8.73%

JIH LG KFEDCBA

Carola, Kenth

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

36-64 (54.9%)Married (52.9%)Couples with/without children (57.6%)

Vocational education (38.9%)Employed (60.4%)Manufacturing, mining & quarrying (25.8%)200-249 (20.6%)300-399 (24.6%)Has no assets (98.3%)Medium large loan (10,216 kr)

Units with one-/two dwelling (86.9%)121-180 sqm (36.9%)1971-1980 (26.3%)336-505 (16.8%)Small towns

Building materialMail order (not Internet)Domestic applianceFishing (10.7%)Saving energy (19.6%)Work in the garden (24.9%)Family magazines (6.4%)Motor and vehicle (14.6%)Evening paper (27.6%)Motor sport (26.7%)Café program (14.3%)Collection galas (23.4%)

C/S (9.1%; 45.9%)Left wing voters (57.8%)Negative (41.6%)Negative (19.6%)Negative (12.8%)

Negative (15.7%)

Yes (24.1%)

Party Outlook

Right/Left Wing

kr


373635

Industrial WorkersGroup K7.98%

JIH LG KFEDCBA

Asta, Holger

1

Poor education

Small villas in industrial towns

Married couples with children


Pensioners

Interested in their home and motors

Low incomes

HultsfredBengtsforsTranemo

Grums

Hylte

Grums

Overvie

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Overview

Key Features



common

373635

Industrial WorkersGroup K7.98%

JIH LG KFEDCBA

Asta, Holger

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

65+ (28.6%)

Married (44.9%)

Married without children (21.3%)

Compulsory school (34.2%)

Retired (24.8%)

Manufacturing, mining & quarrying (30.0%)

100-149 (16.5%)

0-99 (16.4%)


Medium large loan (8,207 kr)


91-120 sqm (28.8%)

Before 1931 (16.3%)

1-336 Tkr (19.7%)

Industrial community/countryside

Mail order (not Internet)

Spare parts (car)

Building material

Harness racing (6.2%)

Motors port (12.5%)

Motorbikes (9.4%)

Family magazines (6.0%)

Motor and vehicle (13.6%)

Evening paper (28.2%)

Motor sport (28.2%)

Café program (15.7%)

Collection galas (24.3%)

C/S (10.4%; 43.9%)


Negative (44.8%)

Negative (21.9%)

Negative (14.2%)

Negative (16.1%)

Yes (23.8%)

Party Outlook

Right/Left Wing

kr


40 41 423938

RuralGroup L12.57%

JIH LG KFEDCBA

Majvor, Sven-Olov

1

Low education

Farms in rural areas

Married couples without children


Old

Interested in the home, outdoor activities

Low to average income

TorsbyStrömsundKrokomBorgholmSollefteå

Västernorrland

Overvie

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common

40 41 423938

RuralGroup L12.57%

JIH LG KFEDCBA

Majvor, Sven-Olov

2

Who We Are


Where we live


Ste

reo

typ

e

Stereotype

Occupation

Personal Income


Assets


Consumption

Interests

Reading Habits

TV Viewing

Type of Dwelling

Dwelling Area

Construction Year

Assessed Value

Geography





and Changes


Established Wages

Happy With My Life?

Marital Status

Age

Employment

Education

Family Structure

50-64 (27.9%)Married (47.6%)Married without children (21.8%)

Compulsory school (31.5%)Retired (31.7%)Agriculture, forestry & fishing (9.2%)150-199 (20.4%)300-399 (16.9%)Has no assets (97.8%)Medium large loan (8,599 kr)

Units for agriculture and forestry (36.2%)More than 180 sqm (14.5%)Before 1931 (41.5%)1-336 Tkr (17.9%)Countryside

Building materialMail order (not Internet)Spare parts (car)Hunting (11.8%)Horse back riding (8.2%)Pets (50.7%)Family magazines (6.6%)Motor and vehicle (15.8%)Morning paper (73.8%)Motor sport (27.3%)Café program (14.3%)Collection galas (20.8%)

C/Kd (17.0%; 11.1%)Right wing voters (49.1%)Negative (48.5%)Negative (21.2%)Negative (12.9%)

Negative (15.8%)

Yes (23.7%)

Party Outlook

Right/Left Wing

kr


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Geographical Information Mapping Services