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Selected insights on target group: Science & technology enthusiasts in Belgium

• 37% of science & technology enthusiasts have a high annual household income
• Learning new things has more importance to science & technology enthusiasts than to the average consumer
• 65% of science & technology enthusiasts are also interested in movies, TV shows and music
• Science & technology enthusiasts are more likely to have tech and computers as a hobby than the average consumer
• Science & technology enthusiasts remember seeing ads on social media 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 Belgium
• Gender of consumers in Belgium
• Consumer’s level of education in Belgium
• Share of consumers in Belgium in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Belgium live
• Communities where consumers live in Belgium

• Most important aspects of life for consumers in Belgium
• Top 10 interests of science & technology enthusiasts in Belgium
• Top 10 hobbies and leisure activities of science & technology enthusiasts in Belgium

• Agreement with statements in Belgium
• The 10 most important issues facing Belgium according to science & technology enthusiasts
• Political attitudes of consumers in Belgium

• Top 10 places where science & technology enthusiasts in Belgium have come across digital advertising in the past 4 weeks
• Devices consumers in Belgium use regularly to access the internet
• Social media activities in Belgium by type
• Places where consumers in Belgium have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Belgium have been using in the past 4 weeks