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Selected insights on target audience: Artificial Intelligence (AI) enthusiasts in Sweden

• Many artificial intelligence (AI) enthusiasts have a high annual household income
• Being successful has more importance to artificial intelligence (AI) enthusiasts than to the average consumer
• 28% of artificial intelligence (AI) enthusiasts are innovators or early adopters of new products
• A relatively high share of artificial intelligence (AI) enthusiasts think that education is an issue that needs to be addressed
• 56% of artificial intelligence (AI) enthusiasts remember seeing ads in video portals

Management summary

• Key insights

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

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

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Sweden
• Gender of consumers in Sweden
• Level of education in Sweden
• Share of consumers in Sweden in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Sweden live
• Communities where consumers live in Sweden
• Accommodation type and home ownership in Sweden
• LGBTQ+ status of consumers in Sweden

• Most important aspects of life for consumers in Sweden
• Top 10 interests of artificial intelligence (AI) enthusiasts in Sweden
• Top 10 hobbies and leisure activities of artificial intelligence (AI) enthusiasts in Sweden
• Top 10 sports activities of artificial intelligence (AI) enthusiasts in Sweden
• Top 10 sports followed by artificial intelligence (AI) enthusiasts in Sweden
• Pets living with artificial intelligence (AI) enthusiasts in Sweden

• Agreement with statements in Sweden
• The 10 most important issues facing Sweden according to artificial intelligence (AI) enthusiasts
• Political attitudes of consumers in Sweden
• Innovation adopter types based on statements towards innovation by consumers in Sweden
• Economic situation in Sweden as percieved by artificial intelligence (AI) enthusiasts
• Perceived personal economic situation of artificial intelligence (AI) enthusiasts
• Agreement with statements regarding economic concerns of artificial intelligence (AI) enthusiasts

• Type of media consumers in Sweden have been using in the past 4 weeks
• Top 10 social networks used by artificial intelligence (AI) enthusiasts
• Top 10 channels where artificial intelligence (AI) enthusiasts in Sweden remember coming across digital advertising
• Places where consumers in Sweden have come across non-digital advertising in the past 4 weeks