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Consumer panel · Europe

Real consumers of Norway, profiled by Frequent Research.

Know them by age and gender.

  • CapitalOslo
  • CurrencyNorwegian krone (NOK)
  • LanguagesNorwegian
Explore the panel Get the panel book 108,701profiled consumers33profile tableskrNorwegian krone
  • GenderMales50.7% · 55,111
  • Age30-4941.2% · 44,785
  • Education (highest level completed)Bachelor's degree24.9% · 27,067
  • Occupation / Employment StatusFull-Time Employee40.6% · 44,133
  • Marital StatusMarried / Civil Partnership38% · 41,306
  • Life Stage / GenerationMillennials (born 1981–1996)35% · 38,045
  • Ethnicity / Population BackgroundNorwegian82% · 89,135
  • County (Fylke) DistributionOslo14.3% · 15,544
  • Annual Household Income (gross, NOK)Lower-Middle Household Income · NOK 460,000 – NOK 649,99924.2% · 26,306
  • Annual Personal Income (gross, NOK)Middle Income · NOK 410,000 – NOK 549,99923.7% · 25,762
  • Home Category (living arrangement)Own Primary Residence67.4% · 73,264
  • Dwelling TypeDetached House32% · 34,784
  • Parents of Children (age of youngest child)18+ Years (adult children)29.7% · 32,284
  • AutomotiveMass-Market Car Owners29.1% · 31,632
At a glance

Norway in 6 numbers

  • 108,701profiled consumers in Norway
  • Gender50.7%Males
  • Age41.2%30-49
  • Occupation40.6%Full-Time Employee
  • Personal income23.7%Middle Income · NOK 410,000 – NOK 549,999
  • Technology17.6%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 50.7%55,111 Males
  • 49.3%53,590 Females

Largest group: Males at 50.7%

Age

5 groups
4.2%4,56513-17 21.7%23,58818-29 41.2%44,78530-49 21.8%23,69750-64 11.1%12,06665+

Largest group: 30-49 at 41.2%

Education (highest level completed)

9 groups
  • Less than secondary / high school14.3%15,544
  • Secondary / high school graduate19%20,653
  • Post-secondary vocational / technical training12.3%13,370
  • Some college / university – no degree8.8%9,566
  • Associate / short-cycle tertiary diploma4.4%4,783
  • Bachelor's degree24.9%27,067
  • Master's degree (MA, MSc, MBA, etc.)12.2%13,262
  • Professional degree (MD, DDS, LLB, JD, etc.)2.6%2,826
  • Doctorate (PhD, EdD)1.5%1,631

Largest group: Bachelor's degree at 24.9%

Marital Status

5 groups
  • Married / Civil Partnership38%41,306
  • Single / Never Married32.4%35,219
  • Divorced7.3%7,935
  • Widowed / Separated6%6,522
  • Living with Partner (Cohabiting)16.3%17,718

Largest group: Married / Civil Partnership at 38%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)35%38,045
  • Gen Z (born 1997–2012)24.5%26,632
  • Gen X (born 1965–1980)23.6%25,653
  • Baby Boomers (born 1946–1964)13.9%15,109
  • Silent Generation (born before 1946)3%3,261

Largest group: Millennials (born 1981–1996) at 35%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee40.6%44,133
  • Retired13.8%15,001
  • Student12.1%13,153
  • Part-Time Employee8.6%9,348
  • Homemaker6.7%7,283
  • Unemployed4.4%4,783
  • Self-Employed / Contract / Freelance3.9%4,239
  • Disabled / Not Able to Work3.2%3,478
Show all 11

Largest group: Full-Time Employee at 40.6%

Annual Household Income (gross, NOK)

10 groups
2.4%2,609Very Low Household Income · Below NOK 290,000 15.1%16,414Low Household Income · NOK 290,000 – NOK 459,999 24.2%26,306Lower-Middle Household Income · NOK 460,000 – NOK 649,999 20.8%22,610Middle Household Income · NOK 650,000 – NOK 849,999 17.8%19,349Upper-Middle Household Income · NOK 850,000 – NOK 1,099,999 11.8%12,827Comfortable Household Income · NOK 1,100,000 – NOK 1,499,999 4.6%5,000Affluent Household Income · NOK 1,500,000 – NOK 2,099,999 1.6%1,739High Household Income · NOK 2,100,000 – NOK 2,999,999 1%1,087Very High Household Income · NOK 3,000,000 – NOK 4,899,999 0.7%761Top Household Income Tier · NOK 4,900,000 and above

Largest group: Lower-Middle Household Income · NOK 460,000 – NOK 649,999 at 24.2%

Annual Personal Income (gross, NOK)

10 groups
2%2,174Very Low Income · Below NOK 170,000 13.1%14,240Low Income · NOK 170,000 – NOK 289,999 22.1%24,023Lower-Middle Income · NOK 290,000 – NOK 409,999 23.7%25,762Middle Income · NOK 410,000 – NOK 549,999 16.2%17,610Upper-Middle Income · NOK 550,000 – NOK 699,999 13.6%14,783Comfortable Income · NOK 700,000 – NOK 949,999 5.7%6,196Affluent Income · NOK 950,000 – NOK 1,299,999 1.8%1,957High Income · NOK 1,300,000 – NOK 1,899,999 1%1,087Very High Income · NOK 1,900,000 – NOK 3,099,999 0.8%870Top Income Tier · NOK 3,100,000 and above

Largest group: Middle Income · NOK 410,000 – NOK 549,999 at 23.7%

Banking & Financial Services

12 groups
  • Credit Card Holders18.2%19,784
  • Digital Wallet / Mobile Money Users13.6%14,783
  • Debit Card Users13.4%14,566
  • Online / Mobile Banking Users11.2%12,175
  • Home Loan / Mortgage Holders9.7%10,544
  • Life Insurance Policy Holders7.3%7,935
  • Retirement / Pension Savers5.5%5,979
  • Personal Loan Holders5.3%5,761
Show all 12

Largest group: Credit Card Holders at 18.2%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence67.4%73,264
  • Rent Primary Residence14.6%15,870
  • Live with Family Member(s) in Their Residence8.6%9,348
  • Live in Student / University Accommodation4.8%5,218
  • Other Living Arrangement4.6%5,000

Largest group: Own Primary Residence at 67.4%

Dwelling Type

11 groups
  • 32%34,784Detached House
  • 12.3%13,370Apartment / Flat – with balcony or garden
  • 10.8%11,740Bungalow / Single-Storey House
  • 9.6%10,435Terraced / Row House / Townhouse
  • 9.5%10,327Semi-Detached House
  • 7.2%7,826Condominium / Serviced Apartment
  • 6.8%7,392Apartment / Flat – no outside space
  • 4.4%4,783Cottage / Farmhouse
  • 2.8%3,044Other Dwelling Type
  • 2.7%2,935Dormitory / Hostel / Group Quarters
  • 1.9%2,065Mobile Home / Caravan

Largest group: Detached House at 32%

Parents of Children (age of youngest child)

5 groups
13.6%14,7830-2 Years 16.4%17,8273-6 Years 19.6%21,3057-12 Years 20.7%22,50113-17 Years 29.7%32,28418+ Years (adult children)

Largest group: 18+ Years (adult children) at 29.7%

Parenting, Family & Household Roles

12 groups
  • Dual-Income Households19.4%21,088
  • Primary Grocery Shoppers14.9%16,196
  • Household Head / Main Earner14%15,218
  • Household Budget Managers12.4%13,479
  • Children's Education Decision Makers8.8%9,566
  • Single Parents8.1%8,805
  • New Parents (child under 1 year)5%5,435
  • Expecting Parents4.3%4,674
Show all 12

Largest group: Dual-Income Households at 19.4%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers18%19,566
  • Residential Cleaning / Domestic Help Users15.4%16,740
  • Home Maintenance & Handyman Service Users15%16,305
  • Plumbing Service Customers12.6%13,696
  • Electrical Repair Service Customers11.2%12,175
  • Landlords & Property Managers10.3%11,196
  • Laundry / Dry-Cleaning Service Users9.2%10,000
  • Pest-Control Service Customers4.5%4,892
Show all 9

Largest group: Household Service Decision Makers at 18%

Where they live

Regions and background across the country.

Ethnicity / Population Background

8 groups
  • Norwegian82%89,135
  • Swedish / Danish / other Nordic5%5,435
  • Polish & other EU5%5,435
  • Middle Eastern3%3,261
  • Asian2%2,174
  • Sámi1%1,087
  • African1%1,087
  • Other ethnic groups / minorities1%1,087

Largest group: Norwegian at 82%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 29.1%31,632Mass-Market Car Owners
  • 26.8%29,132Electric Vehicle (EV) Owners
  • 15.8%17,175Car Insurance Policy Holders
  • 9.9%10,761Hybrid Vehicle Owners
All 11 groups

Technology & Digital Usage

  • 17.6%19,131iOS Smartphone Users
  • 12.4%13,479Generative AI & Chatbot Users
  • 11.1%12,066Android Smartphone Users
  • 11%11,9575G Mobile Network Users
All 11 groups

Travel

  • 17.1%18,588Frequent Domestic Travellers (3+ trips a year)
  • 14.9%16,196Family Vacationers
  • 13.6%14,783International Travellers
  • 8.2%8,913Hotel Loyalty Programme Members
All 12 groups

Lifestyle & Hobbies

  • 13.3%14,457Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 12.2%13,262Gardeners & Home Growers
  • 11.9%12,935Eco-Conscious / Sustainable Living Consumers
  • 11.6%12,609Nature & Outdoor Leisure (camping, picnics)
All 12 groups

Media & Entertainment

  • 20.3%22,066OTT / Subscription Video Streaming Subscribers
  • 11.6%12,609Linear / Pay-TV Viewers
  • 11.4%12,392Music Streaming Users
  • 10.9%11,848Free Ad-Supported Video Platform Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 31.3%34,023Non-Tobacco / Nicotine Users
  • 24.9%27,067Adult Nicotine Pouch Users
  • 12.5%13,588Beer Consumers
  • 10.6%11,522Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 15.9%17,283Laptop / Desktop Computer Owners
  • 13.2%14,349Smart TV Owners
  • 12.6%13,696Consumer Electronics Purchase Decision Makers
  • 12%13,044Wearable Device Owners (smartwatch, fitness band)
All 10 groups

Content Creators & Social Media Influence

  • 21.6%23,479Casual Social Media Content Posters
  • 13.8%15,001Short-Form Video Creators
  • 13%14,131Long-Form Video Creators
  • 11.6%12,609Photo & Visual Content Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

County (Fylke) Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

County (Fylke) Distribution

  1. Vestland12.7%13,8052
  2. Oslo14.3%15,5441
  3. Akershus11.9%12,9353
  • Oslo14.3%15,544
  • Vestland12.7%13,805
  • Akershus11.9%12,935
  • Trøndelag9.3%10,109
  • Rogaland8.8%9,566
  • Innlandet6.8%7,392
  • Agder5.6%6,087
  • Østfold5.2%5,652
  • Buskerud4.7%5,109
  • Møre og Romsdal4.7%5,109
Show all 15

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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