Target audience: Online pharmacy shoppers in Sweden

Selected insights on target audience: Online pharmacy shoppers in Sweden

• 38% of online pharmacy shoppers have a medium annual household income
• Safety has more importance to online pharmacy shoppers than to the average consumer
• 51% of online pharmacy shoppers are laggards or in the late majority of innovation adoption
• A relatively high share of online pharmacy shoppers think that rising prices, inflation & cost of living are issues that need to be addressed
• Online pharmacy shoppers remember seeing ads in online stores more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• 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 Sweden
• Gender of consumers in Sweden
• Consumer’s level of education in Sweden
• Share of consumers in Sweden in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Sweden live
• Communities where consumers live in Sweden
• LGBTQ+ status of consumers in Sweden

• Most important aspects of life for consumers in Sweden
• Top 10 interests of online pharmacy shoppers in Sweden
• Top 10 hobbies and leisure activities of online pharmacy shoppers in Sweden
• Top 10 sports activities of online pharmacy shoppers in Sweden
• Top 10 sports followed by online pharmacy shoppers in Sweden

• Agreement with statements in Sweden
• Innovation adopter types based on statements towards innovation by consumers in Sweden
• The 10 most important issues facing Sweden according to online pharmacy shoppers
• Political attitudes of consumers in Sweden

• Top 10 places where online pharmacy shoppers in Sweden have come across digital advertising in the past 4 weeks
• Devices consumers in Sweden use regularly to access the internet
• Social media activities in Sweden by type
• Places where consumers in Sweden have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Sweden have been using in the past 4 weeks