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With the highest incomes and the largest consumption, they prioritize quality and exclusivity. This makes them the most influential target group in the country, both in the consumer market and in business purchases and investments.
- Average age: 45 years (Population average: 46 years)
- Average personal annual income: NOK 837,000 (Population: NOK 631,000)
- Average household annual income: NOK 1,213,000 (Population: NOK 999,000)
Source: Forbruker & Media 2025/1
Residence
Source: Kantar TNS
Greater Oslo
38%
Eastern Norway
24%
Western Norway
28%
Mid- / northern Norway
11%
Age
Source: Kantar TNS
under 30 years
26%
30 - 44 years
23%
45 - 59 years
28%
60 years +
23%
Level of education
Source: Kilde: Forbruker & Media 2024/1 - 12+
Primary school
7%
High school
30%
University
62%
Personal annual income
Source: Egen undersökning
750 000 - 999 000 NOK
18%
1 000 000 - 1 499 000 NOK
15%
1 500 000 + NOK
6%
Household annual income
Source: Undersøkelse: Forbruker & Media '24/1 - MGI
750 000 - 999 000 NOK
14%
1 000 000 - 1 499 000 NOK
29%
1 500 000 + NOK
25%
The Decision-maker INDEX (100 = average norwegian population)
Source: Undersøkelse: Forbruker & Media '24/1 - MGI
Top manager / CEO
255
Middel manager
166
Supervisor
190
The Opinionleader INDEX (100 = average norwegian population)
Source: Undersøkelse: Forbruker & Media '24/1 - MGI
Food and Drinks
175
Health
156
Clothes and shoes
169
Travel / leisure
211
Cars
267
Interior, house and home
202
Economy
400
Electronics
230
Politics and society
247
TV, radio and music equipment
212
Own profession
200
Income INDEX (100 = average norwegian population)
Source: Undersøkelse: Forbruker & Media '24/1 - MGI
Personal annual income 1 500 000 + NOK
403
Household annual income 1 500 000 + NOK
199
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