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CONSUMERS&BRANDSInternet
providers:
Comviqcustomers
in
SwedenConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofComviq
customers
in
Sweden:
who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
Comviq
customers
inSweden
(’’brandusers’’)
againstSwedish
home
internet
usersingeneral(’’category
users’’),
and
theoverall
Swedish
onliner,labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Sweden)?
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsComviq
is
the
sixth
most
used
internet
provider
in
Sweden
with
Telia
in
firstplaceManagement
summary:
brandusageand
competitionTop10
most
used
internetprovidersinSwedenTeliaTele225%20%TelenorBahnhofBredband2ComviqOwnit13%10%8%4%3%2%2%2%AllenteTreHalebop4Notes:"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=1,506
home
internet
usersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
home
internet
users
using
Comviq
grew
by
2
percentage
pointssince
Q2
of
2022Management
summary:
brandusagetimelineTimeline
of
homeinternetusersusing
Comviq4%3%3%3%2%2022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=32
-
58
Comviq
customers,n=1502
-
1528
home
internet
usersConsumer
Insights
Global
as
of
August
2023Sources:Comviq
customers
in
SwedenManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsComviq
ismore
popularamongGeneration
Zthanother
internetproviders.Tradition
ismore
important
to
Comviqcustomers
than
toother
home
internetusers.Itstands
out
thatonly
38%
ofComviqcustomers
could
no
longer
imaginetheireveryday
lifewithout
theinternet.Comviq
customers
access
theinternetviaastreaming
device
less
often
thantheaverage
home
internet
user.There
is
afairlyeven
splitofmale
andfemale
Comviq
customers.29%
ofComviq
customers
areinterested
infashionand
beauty.43%
ofComviq
customers
areintheearly
majority
ofinnovation
adoptertypes.Comviq
customers
tendtosend
privatemessages
less
often
than
other
homeinternet
users.Comviq
hasalarger
share
ofcustomers
Making
musicisarelatively
popularwith
alow
income
thanotherinternetproviders.hobbyamong
Comviq
customers.Arelatively
highshare
ofComviqcustomers
thinkthattheenvironment
is
adson
search
engines
less
often
thananissuethatneeds
tobeaddressed.
other
home
internet
users.Comviq
customers
remember
seeingComviq
customers
are
more
likely
toliveinsmall
towns
thanhome
internetusers
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Comviq
ismore
popular
among
Generation
Z
than
other
internet
providersDemographic
profile:
generationsAgeof
consumersinSwedenBrand
users34%40%19%7%Category
usersAllrespondents19%20%36%34%32%12%35%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
serviceprovidersis
the
provider
ofyourinternet
accessat
home?";Single
Pick;
Base:
n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023There
is
a
fairly
even
split
of
male
and
female
Comviq
customersDemographic
profile:
genderGenderofconsumersinSwedenBrand
users48%52%Category
usersAllrespondents52%48%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyourinternet
accessat
home?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,
n=12,167
all
respondentsSources:Consumer
Insights
Global
as
of
August
202312%
of
Comviq
customers
have
no
formal
educationDemographic
profile:
educationConsumer’s
level
of
educationinSweden24%24%23%21%21%
21%21%17%17%16%
16%16%12%12%10%10%6%6%3%2%2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=58
Comviq
customers,n=1,506
home
internetusers,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
has
a
larger
share
of
customers
with
a
low
income
than
other
internetprovidersDemographic
profile:
incomeShare
ofconsumersinSweden
inthehigh,
middle,
andlowthirdsofmonthly
householdgross
incomeBrand
users26%30%45%Category
usersAllrespondents35%35%30%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internetaccessat
home?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
home
internet
users,
Comviq
customers
are
relatively
likelyto
live
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSweden
live28%27%27%26%26%26%24%24%16%16%14%10%
10%9%8%3%2%2%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
are
more
likely
to
live
in
small
townsthan
home
internetusers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSweden47%45%42%33%31%29%21%18%15%11%10%0%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
serviceprovidersis
the
providerofyourinternet
access
athome?";Single
Pick;
Base:
n=58
Comviq
customers,
n=1,506
home
internet
users,n=12,167
allrespondentsConsumer
Insights
Global
as
of
August
202319%
of
Comviq
customers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwedenBrand
users19%69%12%Category
usersAllrespondents9%9%82%9%82%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
serviceproviders
is
the
providerof
yourinternet
access
athome?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internetusers,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedTradition
ismore
important
to
Comviq
customers
than
to
other
home
internetusersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSweden57%59%55%48%47%38%41%37%40%40%39%37%36%36%29%34%31%30%22%22%22%17%14%13%11%
10%10%9%8%
8%Safety
andsecurityAhappyrelationshipHavingagood
timeAnhonest
andrespectable
lifeLearningnew
thingsMaking
myown
decisionsSocial
justiceTraditionsAdvancingmy
careerTobesuccessfulBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
serviceprovidersis
the
provider
ofyourinternet
access
at
home?";Single
Pick;
Base:
n=58Comviq
customers,
n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
202329%
of
Comviq
customers
are
interested
in
fashion
and
beautyConsumer
lifestyle:
main
interestsTop10
interestsofComviq
customersinSweden58%54%50%49%47%44%
44%37%34%38%36%34%34%31%33%27%31%26%32%24%29%29%28%28%24%26%26%25%22%21%Movies,TVshows&musicFood
&diningHealth
&fitnessTravelFashion&beautyFinance&economyFamily
&parentingScience
&technologySportsArts&literatureBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Making
music
is
a
relatively
popular
hobby
among
Comviq
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofComviq
customers
inSweden43%43%43%43%41%41%39%35%35%34%34%33%33%31%28%31%29%29%28%28%28%27%26%24%
21%20%24%22%11%
11%Cooking/bakingSocializingTravelingMaking
musicDIYandarts&craftsPetsReadingTech
/computersOutdooractivitiesPhotographyBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyourinternet
accessat
home?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
large
share
of
Comviq
customers
go
swimming
or
divingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofComviq
customers
inSweden18%18%15%15%15%16%16%15%15%15%14%12%10%9%9%8%
8%7%
7%7%7%7%5%5%5%5%4%3%1%
1%CyclingFitness,aerobics,cardioSwimming/DivingRunning/JoggingSoccerBadmintonHikingYoga
/PilatesBaseball/SoftballBasketballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
serviceprovidersis
the
provider
ofyourinternet
access
at
home?";Single
Pick;
Base:
n=21
Comviq
customers,n=663
homeinternet
users,n=5,219
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
are
more
likely
to
follow
basketball
than
other
home
internetusersConsumer
lifestyle:
sports
followedTop10
sports
followed
byComviq
customers
inSweden22%
22%17%10%9%8%7%7%5%5%5%5%5%4%3%3%3%3%3%3%2%3%2%2%
2%2%1%1%1%1%SoccerBasketballCricketCyclingAmericanfootballAthletics(track&
field)BoxingField
hockeyBaseballGymnasticsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;Base:
n=15
Comviq
customers,n=468home
internet
users,n=3,856
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
the
internet?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
only
38%
of
Comviq
customers
could
no
longer
imagine
theireveryday
life
without
the
internetConsumer
attitudes:internet
&devicesAgreementwithstatements
towards
internet
&devices
inSweden59%56%40%39%38%36%37%36%35%33%29%28%25%24%24%Icould
no
longerimaginemy
everydaylifewithout
the
internetI’mwell
protectedagainstvirusesanddata
abuseIactively
dosomething
fortheprotection
of
my
dataSavingsensitivedata
online
istooinsecure
formeI’mconcerned
thatmydata
is
beingmisusedon
theinternetBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyourinternet
accessat
home?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,n=2,026
allrespondentsConsumer
Insights
Global
as
of
August
202343%
of
Comviq
customers
are
in
the
early
majority
of
innovation
adopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSweden43%38%36%28%27%26%24%
24%14%14%13%11%2%Innovators1%1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
serviceprovidersis
the
providerofyourinternet
access
athome?";Single
Pick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Comviq
customers
think
that
the
environment
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Sweden
accordingtoComviq
customers63%61%54%53%47%45%35%40%39%37%36%36%36%34%35%33%33%33%32%31%
31%31%29%29%28%28%23%24%24%21%EnvironmentCrimePovertyUnemploymentEconomicsituationRising
prices/inflation/cost
of
livingHealth
andsocial
securityClimatechangeCivilrightsEducationBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
serviceprovidersis
the
provider
ofyourinternet
accessat
home?";SinglePick;Base:n=58
Comviq
customers,n=1,506
home
internet
users,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
tend
to
have
more
left
leaning
political
views
than
otherhome
internet
usersConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwedenBrand
users40%22%24%14%13%15%Category
usersAllrespondents27%26%27%33%26%34%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
serviceproviders
is
theprovider
ofyourinternet
accessat
home?";Single
Pick;
Base:
n=58
Comviq
customers,n=1,506
home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsComviq
customers
access
the
internet
via
a
streaming
device
less
often
than
theaverage
home
internet
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwedenuseregularly
toaccesstheinternet93%92%84%74%71%61%61%60%55%48%47%48%45%43%40%
40%37%34%33%
32%28%24%24%21%18%
19%9%SmartphoneLaptopSmart
TVTabletDesktop
PCStreaming
deviceAllrespondentsSmartwatchGaming
console
Smart
speakersBrand
usersCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyourinternet
accessat
home?";Single
Pick;Base:n=58
Comviq
customers,n=1,506home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
tend
to
send
private
messages
less
often
than
other
homeinternet
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSweden
by
type70%69%66%64%54%51%48%47%47%46%41%36%40%39%29%28%32%32%31%29%28%26%25%19%24%23%22%21%
14%14%9%8%
7%7%6%5%Liked
posts
Commented
SentprivatePostedpictures/videosSharedpostsbyother
usersFollowedpeoplePosted
texts/statusLikedcompanypostsSharedcompanypostsFollowedIhaveonly
Ihaven’t
usedbyotheruserson
postsmessagescompanies
used
social
social
mediaupdatesmediapassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
serviceprovidersis
the
providerofyourinternet
access
athome?";Single
Pick;Base:n=58
Comviq
customers,n=1,506home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
tend
to
listen
to
digital
music
content
less
often
than
homeinternet
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSweden
havebeen
using
inthepast4weeks75%74%72%72%71%65%61%62%62%58%53%59%57%51%50%47%44%41%40%39%36%32%33%33%
32%31%28%25%19%25%14%13%6%TVDigitalvideocontentRadioMovies
/cinemaOnlinenews
DigitalmusicMagazinesPodcastsOnlinemagazinesDailyWeeklywebsitescontentnewspapers
newspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
serviceprovidersis
the
providerofyourinternet
access
athome?";Single
Pick;
Base:
n=36
Comviq
customers,
n=747
home
internet
users,n=6,071
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
remember
seeing
ads
on
search
engines
less
often
thanother
home
internet
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereComviq
customersinSweden
havecome
across
digital
advertisinginthepast4weeks47%43%42%41%40%38%35%33%31%25%28%26%26%22%21%24%24%24%25%24%21%22%21%21%21%19%19%19%19%18%Video
portalsVideo
gamesSocial
mediaNewslettersOnlinestores
Video
streamingservicesWebsitesandappsof
brandsOtherappsEditorialwebsitesandappsSearch
enginesBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyourinternet
accessat
home?";Single
Pick;
Base:
n=58
Comviq
customers,n=1,506home
internet
users,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Comviq
customers
remember
ads
they
saw
out-of-home
less
often
than
otherhome
internet
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwedenhave
come
across
non-digital
advertisinginthepast4weeks45%44%44%43%41%39%40%34%26%33%31%31%31%30%29%28%24%24%22%21%16%19%17%16%OnTVInprintedmagazinesandjournalsDirectly
inthestoreOntheradioBy
mailshot
/
Atthemovies
OnadvertisingInprinteddailynewspapersadvertisingmail/cinemaspaceson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
serviceproviders
is
the
provider
ofyour
internet
accessat
home?";Single
Pick;
Base:
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