Sweden
Population
9 150 508 (July 2007)
50% men, 50% women
People over 16 years: 7 300 000
42% of these are married
Parent with custody of child 0-16 years: 930 000
20% live in Region H1; Stockholm/Södertälje big city region
10% live in Region H8; Gothenburg big city region
6% live in Region H9; Malmö/Lund/Trelleborg big city region
(These three are considered the big city regions of Sweden)
Average disposable income per year: 258 896 SEK (2004, people +18 years)
2 267 000 own their own house
676 000 own a weekend cottage
5 551 000 house phone subscriptions (December 2006)
9 607 000 mobile phone subscriptions (December 2006)
1 575 000 house phone numbers are registered in Robinson
Intensive Internet usage, also at higher ages
Mail order and online shopping is big:
71% have shopped from mail order (online, telephone and postal mail order)
37% have shopped online from a foreign country
Potential
Sweden is considered a "Preferred Test Market", being the largest market in the Baltic Sea region, with a major share of both consumers and economic activities. It is seen as a frontrunner in adopting new technologies and setting new consumer trends. Products can be tested where there are already demanding customers and high levels of technical sophistication.