Target audience: Self-employed people & freelancers in the United Kingdom

Selected insights on target audience: Self-employed people & freelancers in the United Kingdom

• Many self-employed people & freelancers have a low annual household income
• Making their own decisions has more importance to self-employed people & freelancers than to the average consumer
• 39% of self-employed people & freelancers are laggards when it comes to innovation adoption
• Rising prices, inflation & cost of living and the economic situation are issues of particular concern to self-employed people & freelancers
• Self-employed people & freelancers remember seeing ads on websites and apps of brands and products 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 the United Kingdom
• Gender of consumers in the United Kingdom
• Consumer’s level of education in the United Kingdom
• Share of consumers in the United Kingdom in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in the United Kingdom live
• Communities where consumers live in the United Kingdom
• LGBTQ+ status of consumers in the United Kingdom

• Most important aspects of life for consumers in the United Kingdom
• Top 10 interests of self-employed people & freelancers in the United Kingdom
• Top 10 hobbies and leisure activities of self-employed people & freelancers in the United Kingdom
• Top 10 sports activities of self-employed people & freelancers in the United Kingdom
• Top 10 sports followed by self-employed people & freelancers in the United Kingdom

• Agreement with statements in the United Kingdom
• Innovation adopter types based on statements towards innovation by consumers in the United Kingdom
• The 10 most important issues facing the United Kingdom according to self-employed people & freelancers
• Political attitudes of consumers in the United Kingdom

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