Lifestyle insights is a premium add-on feature that enriches contact data with the attributes life stage, home type, area type, purchasing power, and education level. More information can be found in our overview here.
The way these attributes are calculated and the level of precision can differ between countries, depending on the available data sources and registries. Below is an overview of how each attribute is defined in Sweden, Denmark, Norway, and Finland. Each table shows:
Parameter: the Lifestyle insights category (life stage, home type, etc.)
Description: a definition of the attribute
Precision: the level at which the attribute is calculated (e.g. household, statistical unit, or address)
Note: Some Lifestyle insights attributes are based on verified information from public registries (for example, housing type). Others are calculated as statistical probabilities, using models that estimate the most likely value (for example, life stage, purchasing power, or education level). The exact methodology varies between countries.
Sweden
Sweden
Category | Description | Precision |
Life stage | Shows the likely life stage of a household, based on number of adults, their ages, and probability of having children. | Household: all members in the same household share the same value. |
Home type | Type of housing where the household is registered. Also indicates if the building is owned by a housing cooperative (BRF). | Address: everyone in the same building shares the same value. |
Area type | Indicates the urbanization level of an area, based on population density and distance to larger cities. | Geographical unit: everyone in the same area shares the same value. |
Purchasing power | Ranking of financial capacity, adjusted for taxes, subsidies, and common expenses (e.g. housing, children, transport). | 5 households: calculated as the average for five similar households. |
Education level | Shows the most common level of education in the area. | Geographical unit: everyone in the same area shares the same value. |
Denmark
Denmark
Category | Description | Precision |
Life stage | Shows the likely life stage of a household, based on number of people, their ages, and probability of having children. | Statistical unit: everyone in the same statistical unit shares the same value |
Home type | Type of housing used for full-year residency. | Statistical unit: everyone in the same statistical unit shares the same value |
Area type | Urbanization level of the household’s area, based on population density and location. | Geographical unit: everyone in the same area shares the same value. |
Purchasing power | Ranking of a household’s estimated financial capacity. | Statistical unit: everyone in the same statistical unit shares the same value |
Education level | Average education level of the household. | Statistical unit: everyone in the same statistical unit shares the same value |
Norway
Norway
Category | Description | Precision |
Life stage | Describes the likely life stage of a person. | Person: each contact gets an individual value. |
Home type | Type of building where the person is registered. | Address: everyone in the same building shares the same value. |
Area type | Urbanization level of the geographical area. | Geographical unit: everyone in the same area shares the same value. |
Purchasing power | Each individual receives their own purchasing power ranking. | Person: each contact gets an individual value. |
Education level | Each individual receives their own education level value. | Person: each contact gets an individual value. |
Finland
Finland
Category | Description | Precision |
Life stage | Shows the most common life stage in an area or cohort. | Geographical unit: everyone in the same area shares the same value. |
Home type | Type of building where the person is registered. | Address: everyone in the same building shares the same value. |
Area type | Urbanization level of the geographical area. | Geographical unit: everyone in the same area shares the same value. |
Purchasing power | Shows the average purchasing power in an area or cohort. | Geographical unit: everyone in the same area shares the same value. |
Education level | Shows the average education level in an area or cohort. | Geographical unit: everyone in the same area shares the same value. |