The Malta Consumer Trends Market Research Report 2024 by B2BMALTA LTD

Market Research Report March 2024

Organised & Led by

Gordon Theobald

Gordon Borg Urso

B2B Malta Ltd offers a comprehensive range of services, including feasibility studies, ongoing compliance, and flexible workspace solutions. It supports businesses at all stages of development, fostering growth for startups and established enterprises alike. Its emphasis on collaboration between academia and business promotes innovation and entrepreneurship. With over 20 years of market research experience, B2B Malta Ltd is dedicated to making market research more accessible and affordable in Malta. It has collaborated with a number of renowned local research agencies, major international research agencies and undertaken a variety of ad-hoc research projects in Malta. It provides critical insights and data that enable businesses to make informed choices and strategies.

A seasoned digital marketing consultant dedicated to transforming businesses through powerful online strategies. With 20 years of hands-on experience, he has collaborated with thriving local and global brands across diverse sectors. As your digital guru, he specialises in crafting tailored solutions to boost your online presence and supercharge sales.

B2BMALTA Advisory

Digital Marketing Consultant

Index

Table of Content

EXECUTIVE SUMMARY

INTRODUCTION

BACKGROUND & SCOPE

PURPOSE, PROCEDURES & METHOD

Research Method and Procedures

Limitations, Precautions & Mitigation Methods

SURVEY, FINDINGS & OBSERVATIONS

Market Categories

Large/Expensive Purchases

Top-Level Snapshot: Large/Expensive Purchases

Information Search Dynamics for Significant Purchases [Large Purchases]

Evaluation of Alternatives [Large Purchases]

Social Media Platforms

Factors Influencing Product/Service Selection

Assessment & Final Purchase Decision

Frequent Purchase Groups

Aggregated Market Category Data

Outlets Attracting Higher Consumer Purchases

Advertisements or Promotions

Recall of Ads & Channel Effectiveness

Inferences on a Trending Demographic - Gen Z

Post Purchase Behaviour & Need of Customer Support

Changing Purchasing Behaviours

Changes in Consumer Purchasing Habits

Purchase Habit Formation (Origin)

Online Purchases Frequency

Online Purchases [Frequent Purchases]

Artificial Intelligence (AI) & inferences on Advanced Technology

AI for Personal Use

AI for Work Environment

ANNEX

Annex 1 - Demographic Segmentation

Annex 2 - Location Grouping

Annex 3 - Education Segmentation (MQF)

Annex 4 - Classification of Market Categories

Annex 5 - Desk Research Findings & Observations

Annex 6 - Tablature & Test Statistics (available in a sperate document)

Disclaimer & Limitation of Liability B2BMALTA LTD (“the Company”) endeavours to ensure the accuracy and reliability of information provided in its reports, drawing from validated sources and utilising established research methodologies. Despite these efforts, the Company does not warrant the absolute accuracy or completeness of the information contained within its reports. The Company shall not be held responsible for any misinterpretations or incorrect use of the data, except in relation to the specific insights and advice provided for the scope of contracted projects. This report is exclusively prepared to support research for the Malta Consumer Trends Event.

B2B MALTA LTD expressly disclaims any liability for the application of this report beyond the specified terms of use. Users are cautioned to apply due diligence and seek further verification when relying on historical data for business decisions. Furthermore, B2BMALTA LTD, including its directors, employees, agents, consultants, and successors in title, shall be fully indemnified against any claims arising from third parties due to the direct or indirect disclosure of the report’s content to any unauthorised party. By utilising this report, the recipient acknowledges and agrees to the terms set forth in this disclaimer.

Executive Summary

Consumer Trends 2024 in Malta The Malta Consumer Trends 2024 initiative delves into the evolving consumer behaviours in Malta against a backdrop of global trends. Refer to Annex 5 - Desk Research Findings & Observations for a detailed overview of international insights and qualitative data collected during the event. This analysis aims to bridge the gap in understanding Maltese consumers’ preferences and behaviours, facilitating local businesses in strategizing more effectively in alignment with both local and international consumer dynamics. Employing a robust dual-method approach combining Computer-Assisted Telephone Interviewing (CATI) and ComputerAssisted Web Interviewing (CAWI), the study surveyed a stratified sample of 403 respondents. This provided a broad overview of purchasing behaviours across 19 market categories, focusing on the dichotomy between large, one-time

purchases and recurrent buying patterns. The global consumer landscape is increasingly influenced by technology, service quality, and sustainability. Brand loyalty is evolving, with a pronounced preference for brands offering superior service and innovative digital experiences. Key global trends include the rise of AI in marketing, the growing demand for immersive experiences, and heightened consumer awareness regarding health and sustainability.

Findings & Observations Dominant market categories reveal that for recurrent acquisitions, expenditures related to food, encompassing ‘Meat and Seafood’, ‘Frozen, Refrigerated, Canned, and Packaged Goods’, and ‘Fresh Produce’, predominate in consumer spending. This indicates a robust and steady demand for food products, with a specific focus on quality, convenience, and fresh produce. Categories related to household and lifestyle such as ‘Vacation, Travel & Wellness’, ‘Household and Non-Food Items’, ‘Consumer Electronics’, and ‘Large Home Appliances’ denote substantial consumer expenditure on enhancing both experiences and the home environment. The preliminary analysis of outlets with the highest footfall, emphasises the central role supermarkets play in consumer lives, serving as primary destinations for a diverse range of needs. This underlines the potential for supermarkets to act as key players in influencing consumer behaviour and preferences. Categories such as ‘Vacation, Travel & Wellness’, and ‘Consumer Electronics’ stand out as particularly significant among consumers, signifying industries with potentially high levels of consumer engagement and expenditure. Of interest is that in the context of major purchases, the relevance of physical retail remains noteworthy. Despite the ascent of online platforms, physical retail environments like stores and showrooms are essential in the consumer decision-making journey, particularly for significant acquisitions. This highlights the persistent importance of tactile and visual product interactions, implying that businesses should sustain a harmonious balance between. Digital platforms are integral to the consumer information search process, with company websites and social media platforms like Facebook and Instagram serving as key information sources. The reliance on digital channels varies by age, indicating younger demographics are more

inclined toward social media for information gathering, whereas older demographics show a preference for company websites and physical stores. The usage of social media platforms varies significantly across demographics, emphasising the need for platform-specific content strategies. Understanding the audience on each platform allows businesses to craft engaging and informative content that resonates with the target audience, whether through visual storytelling on Instagram for younger consumers or informative content on YouTube for a more mature audience. The findings advocate for a multi-channel strategy that integrates digital and physical customer experiences. This suggests that businesses should leverage data analytics to understand consumer behaviours across channels and personalise marketing and sales strategies accordingly. Personal desires and requirements, alongside price and affordability, are central to consumer decision-making processes across various demographics. This underscores the importance of offering products and services that not only meet individual needs but are also competitively priced. The emphasis on product features and quality, particularly among consumers with higher education and specialised occupations, highlights a segment that values functionality and long-term value. This suggests businesses need to focus on high-quality, durable products to attract this demographic. Price sensitivity is a significant factor, especially among younger consumers, students, and larger households, highlighting the need for competitive pricing strategies to attract these segments. Competitive pricing is a critical factor across age groups, with a slightly higher emphasis among females. This suggests that businesses need to carefully consider their pricing strategies to attract and retain customers, especially in market segments where price sensitivity is

Executive Summary

high. Moreover, tailoring pricing strategies to reflect the economic context and consumer expectations in specific regions can enhance competitiveness. Despite the digital shift, physical retail experiences, such as viewing products in person and physical stores’ advice, remain paramount in the consumer decisionmaking process, especially for substantial purchases. This is particularly true for older demographics and certain geographic regions, indicating the continued relevance of physical retail environments. Digital channels play a critical role in information gathering and evaluation, with younger consumers and those with higher education levels showing a preference for online reviews, ratings, and detailed product specifications. This points to the necessity of a strong online presence and digital engagement strategy for businesses. Therefore, the consumer’s journey involves a mix of traditional and digital evaluation methods, indicating the need for an integrated, omni-channel approach that combines the strengths of physical retail experiences with digital engagement to cater to diverse consumer preferences effectively.

position to leverage these trends to develop products and services that resonate with consumer lifestyles and preferences. Regional differences, such as higher food category purchases in the Northern Harbour and South Eastern Districts, suggest localised consumption patterns that could inform targeted inventory and marketing efforts. Larger households tend to prioritise convenience (‘Frozen, Refrigerated, Canned, and Packaged Goods’), while smaller households or those living alone show varied priorities, underscoring the need to cater to different household needs and sizes. The amalgamation of data from significant and regular purchases offers a nuanced view of the market, revealing not just what consumers are buying, but also how demographic, geographic, and lifestyle factors influence these choices.

Word of mouth and social proof remain a significant factor in consumer decisionmaking, highlighting the importance of customer satisfaction, engagement programs, and positive customer advocacy in driving purchase decisions. Tailored marketing and product development strategy approaches that consider demographic nuances, such as age, gender, household size, and geographic location, can enhance customer engagement and market penetration.

An ensuing phase to this research project aims to further distil these insights, identifying underlying market dynamics and consumer segments with shared attributes. This will facilitate a more targeted approach for businesses looking to engage with specific consumer demographics effectively. Businesses can leverage these insights to tailor their product offerings, marketing messages, and distribution strategies to meet the specific needs and preferences of different consumer segments. Understanding, for instance, the central role of supermarkets in the consumer purchase journey presents opportunities for brand positioning and partnerships within these key retail spaces. The emphasis on both product quality and convenience across several categories suggests a dual focus for businesses aiming to cater to the contemporary consumer’s needs.

The analysis of frequent purchase groups offers insights into broader lifestyle and consumption trends, such as the increasing importance of health and wellness, the need for convenience, and the value of social dining experiences. Businesses are in a

The varied recall rates across demographics, with younger consumers (18 to 29 age group) having the highest recall for advertisements, emphasise the need for targeted advertising strategies that cater to the specific media consumption habits

Conclusion The Malta Consumer Trends 2024 study offers an analysis of the local consumer landscape, providing insights for businesses aiming to navigate the dynamic market effectively. By aligning with both local preferences and global trends, businesses can develop strategic initiatives to meet consumer demands, foster loyalty when and where possible, and drive growth in the competitive Maltese market. Executing a detailed examination of the present situation constitutes the primary phase in discerning dominant trends. Such a fundamental review is crucial, as it affords a comprehensive understanding of the current landscape, thereby aiding in the recognition of both nascent opportunities and forthcoming obstacles within the specified domain. Transitioning from this initial phase necessitates the astute employment of these findings, leveraging them to drive forward development. It is important to note that perfection is not a prerequisite at this juncture; the essence lies in establishing a solid base. A preliminary step, no matter how modest, lays the groundwork upon which further enhancements can be methodically constructed, provided the foundation is robust and well-defined. A noteworthy point of discussion, based on comments during the conference, stems from the most recent population data for Malta, which state that Malta’s total population is composed of 404,675 (75%) people are Maltese citizens while 137376 (25%) are foreign residents. The demographic shifts due to significant migration, particularly from third-country nationals, alongside a minimal natural population increase, underscore the need for future focus on adapting market

strategies, consumer engagement, and policy-making to address the evolving demographic landscape and its implications for the economy and society. Traditional data collection techniques might not fully reflect the nuanced the evolving demographic landscape. Therefore, there exists a pressing need to enhance or supplement these methodologies with more targeted research strategies. These could include mixed-method approaches that integrate qualitative insights, localised surveys tailored to capture the experiences and preferences of migrant populations, and advanced data analytics to better understand the socio-economic impacts of these demographic shifts. As we navigate the Malta Consumer Trends 2024, our success hinges on our adaptability, innovation, and a profound commitment to understanding and meeting the evolving needs of the Maltese consumer. This moment presents not only challenges but significant opportunities for growth and differentiation in the market. Embracing these changes with strategic foresight and a consumer-centric approach will enable us to not only thrive but also drive meaningful progress towards a sustainable and prosperous future for all stakeholders involved. Let us move forward with determination and a collaborative spirit, leveraging insights to shape a resilient and forward-thinking business landscape in Malta.

Introduction

Introduction Background As the global consumer landscape undergoes significant transformations, companies are increasingly inclined to explore consumer behaviour more thoroughly, adjusting their strategies to align with the changing patterns of consumer decision-making. However, access to information in Malta is limited and many businesses struggle to convert an international understanding into a strategy well-suited to Malta’s local context. The Malta Consumer Trends 2024 initiative was designed to examine how consumer trends in Malta align with those around the world, highlighting both similarities and differences. By gaining insight into these subtleties and modifying strategies to fit these observations, local businesses can more adeptly manoeuvre through the dynamic market environment, enhancing their prospects for success. Throughout this research process we were guided by questions such as: What are the salient Maltese consumer trends and how are they interacting with your market? Are international consumer trends relevant to the Maltese context? If so, do local businesses integrate them into their marketing strategies? If not, which consumer trends do Maltese businesses need to be aware of? Strengthening an understanding of international consumer trends through a thorough desk research effort, presenting the results of a nationally representative study assessing consumer behaviour in Malta, and bringing together private industry, the public sector and academia for a series of exploratory panel discussions is our way of starting to address this gap.

The Malta Consumer Trends Conference 2024 is an initiative co-organised by Gordon Borg Urso, a digital marketing consultant, and B2B MALTA LTD (B2B). Gordon is an experienced digital marketing expert committed to revolutionising businesses with impactful online tactics. Boasting 20 years of direct experience, he has worked alongside successful brands both locally and internationally, spanning various industries. B2B, an advisory firm with over 25 years of experience, provides an extensive array of services, encompassing feasibility studies, continuous compliance, and adaptable workspace options. The company supports businesses throughout their development journey, encouraging the growth of both startups and well-established firms. The report that follows has been prepared by B2B, leveraging decades of experience in market research. B2B focuses on commercialization assistance and development, meaning that amongst other services, Market Research falls within the direct scope of our mission and services.

Scope The overarching scope of the study is to address the gap between the desire for an understanding of the Maltese consumer’s behaviour to inform strategic decisions and the availability of quality data acquired through primary research. Whilst the effort in its initial iteration is meant as an overview of the Maltese consumer market in general, it is structured to facilitate an ongoing cross-market research effort that factors in the variance in consumer behaviour across a broad array of markets.

Limitations, Precautions & Mitigation It is important to acknowledge the inherent limitations that accompany this research. Firstly, the reliance on self-reported data through CATI and CAWI methods may introduce biases, as respondents’ perceptions and recollections can affect the accuracy of the data collected. Another constraint involves the sample size and the distribution of responses across the 19 selected market categories. Despite intentions for comprehensive representation, the 403 participants may not sufficiently capture the entire spectrum of consumer behaviours within each sector, particularly in specialised niches or emerging markets. Consequently, this could result in the underrepresentation of certain segments, attributed to an inherent inclination towards the categories of largest and most frequent purchases. While the study documents 1,612 purchasing events, its objective extends to achieving marketwide representativeness, aiming for a total of 4,750 purchasing instances, or 250 per market category. Furthermore, the inclusion of market categories has been intentionally limited to 19 from a broader universe, with the remaining categories earmarked for examination in subsequent phases of market research. Moreover, specific consumer segments that are not reachable through this data collection method; for instance, while study takes into consideration demographic shifts in Malta and Gozo, migration trends might not be entirely picked up by the samples. It highlights that third-country nationals constituted a significant majority (83.1%) of the net migration figure in 2022, underpinning the population growth for that year. The net migration influx was quantified at 21,798 individuals, propelling the total population to 542,051, marking a 4.2% increase compared to the preceding year. Notably, the period witnessed the lowest natural population increase in

fifteen years, a mere 79, derived from the balance of 4,309 live births and 4,230 deaths. This data underlines the critical role of migration in population dynamics and suggests potential shifts in market demographics, consumer profiles, and workforce composition, presenting both challenges and opportunities for businesses and policymakers. The segmentation of categories, though extensive, might also omit specific consumer trends not encompassed within the predefined sectors. Given the general scope of the study, we feel that the approach adopted is the appropriate balance of comprehensiveness and broadness that optimises the insights across sections and market segments. Additionally, the research framework based on the Engel-Blackwell-Miniard Model, while comprehensive and informative, is still simply a model, and therefore might not fully account for the rapid evolution of consumer behaviours. Whilst this may lead to gaps in capturing real-time shifts in consumer behaviour, it is outside the scope of the current study to redefine the steps in the buyer’s process. To mitigate these limitations and ensure the validity and reliability of the study’s findings, several precautions have been implemented. Rigorous data cleaning and preparation protocols are in place to address inconsistencies and errors in the dataset, enhancing the accuracy of the analysis. The study employs a mix of both quantitative and qualitative analysis techniques to provide a more nuanced understanding of consumer behaviours, reducing the reliance on any single methodological approach. In recognizing the potential for bias in self-reported data, the research design includes measures to minimise its impact,

Purpose, Procedures & Method

such as the use of neutral wording in survey questions and the inclusion of validation questions to cross-check the consistency of responses. Additionally, B2B has conducted periodic reviews of the survey implementation process to identify and address any methodological challenges that arise, ensuring continuous improvement in data collection and analysis techniques. To address the limitations associated with the sample size and market category segmentation, the study has employed statistical techniques to extrapolate findings to broader populations, where applicable. We have also done our utmost to remain vigilant to emerging trends and sectors, adapting the study’s framework as necessary to reflect the evolving consumer landscape. By acknowledging these limitations and implementing targeted precautions, this report aims to provide a robust and comprehensive analysis of Maltese consumer behaviours, offering valuable insights while maintaining a critical awareness of the study’s scope and boundaries. 1 https://nso.gov.mt/world-population-day-11-july-2023/

Annex 6 - Tablature & Test Statistics

Table of Contents Table 6.1a - Large/Expensive Purchases (Count & Row %) ...................................................................................................................................................................................... 3 Table 6.1b - Large/Expensive Purchases (Test Statistic) ..........................................................................................................................................................................................4 Table 6.2a - Information Search Dynamics for Large Purchases (Count, Row Yes/ No % - Multiple Choice) .............................................................................................................. 5 Table 6.2b - Information Search Dynamics for Large Purchases (Count & Row %) ..................................................................................................................................................... 6 Table 6.2c - Information Search Dynamics for Large Purchases (Test Statistic) ......................................................................................................................................................... 7 Table 6.3a - Evaluation of Alternatives [Large Purchases] (Count, Row Yes/ No % - Multiple Choice) ......................................................................................................................8 Table 6.3b - Evaluation of Alternatives [Large Purchases] (Count & Row N %) ......................................................................................................................................................... 9 Table 6.3c - Evaluation of Alternatives [Large Purchases] (Test Statistic) .............................................................................................................................................................. 10 Table 6.4a - Social Media Platforms (Count, Row Yes/ No % - Multiple Choice) ..................................................................................................................................................... 11 Table 6.4b - Social Media Platforms (Count & Row %) ............................................................................................................................................................................................ 12 Table 6.5a - Factors Influencing Product/Service Selection .................................................................................................................................................................................... 14 Table 6.5b - Factors Influencing Product/Service Selection..................................................................................................................................................................................... 15 Table 6.5c - Factors Influencing Product/Service Selection (Test Statistic) .............................................................................................................................................................. 16 Table 6.6a - Most Imp. Factors Influencing Selection (Count, Row Yes/ No % - Multiple Choice) ............................................................................................................................. 17 Table 6.6b - Most Imp. Factors Influencing Selection (Count & Row %) ................................................................................................................................................................... 18 Table 6.6c - Most Imp. Factors Influencing Selection (Test Statistic) ....................................................................................................................................................................... 19 Table 6.7a - Assessment & Final Purchase Decision (Count, Row Yes/ No % - Multiple Choice) ............................................................................................................................... 20 Table 6.7b - Assessment & Final Purchase Decision (Count & Row %) ..................................................................................................................................................................... 21 Table 6.7c - Assessment & Final Purchase Decision (Test Statistic) ......................................................................................................................................................................... 22 Table 6.8a - Frequent Purchase Groups (Count & Row %) ...................................................................................................................................................................................... 23 Table 6.8b - Frequent Purchase Groups (Test Statistic) .......................................................................................................................................................................................... 24 Table 6.9a - Aggregated Market Category Data (Count & Row %) ........................................................................................................................................................................ 25 Table 6.9b - Aggregated Market Category Data (Test Statistic) ........................................................................................................................................................................... 26 Table 6.10a - Advertisements or Promotions (Count & Row %) ............................................................................................................................................................................... 27 Table 6.10b - Advertisements or Promotions (Test Statistic) .................................................................................................................................................................................. 27

Table 6.11a - Recall of Ads & Advertising Channel Effectiveness (Count, Row Yes/ No % - Multiple Choice) .......................................................................................................... 28 Table 6.11b - Recall of Ads & Advertising Channel Effectiveness (Count & Row %) ................................................................................................................................................. 29 Table 6.11c - Recall of Ads & Advertising Channel Effectiveness (Test Statistic) ..................................................................................................................................................... 30 Table 6.12a - Post Purchase Behaviour & Customer Support Need (Count & Row %)............................................................................................................................................... 31 Table 6.12b - Post Purchase Behaviour & Customer Support Need (Test Statistic) .................................................................................................................................................. 31 Table 6.12a - Satisfaction Levels Customer Support (Count, Mean, Standard Deviation) ........................................................................................................................................ 32 Table 6.12b - Satisfaction Levels Customer Support (Test Statistic) ........................................................................................................................................................................ 33 Table 6.13a - Changing Purchasing Behaviours (Count & Row %) ........................................................................................................................................................................... 34 Table 6.13b - Changing Purchasing Behaviours (Test Statistic) .............................................................................................................................................................................. 34 Table 6.14a - Changes in Consumer Purchasing Habits (Count, Row Yes/ No % - Multiple Choice) ......................................................................................................................... 35 Table 6.14c - Changes in Consumer Purchasing Habits (Test Statistic).................................................................................................................................................................... 37 Table 6.15a - Cause of Change in Consumer Purchasing Habits (Count, Row Yes/ No % - Multiple Choice) ............................................................................................................ 38 Table 6.15b - Cause of Change in Consumer Purchasing Habits (Count & Row %) .................................................................................................................................................. 39 Table 6.15b - Cause of Change in Consumer Purchasing Habits (Test Statistic) ...................................................................................................................................................... 40 Table 6.16a - Purchase Habit Formation (Origin) (Count, Row Yes/ No % - Multiple Choice).................................................................................................................................. 41 Table 6.16b - Purchase Habit Formation (Origin) (Count & Row %) ........................................................................................................................................................................ 42 Table 6.16c - Purchase Habit Formation (Origin) (Test Statistic) ............................................................................................................................................................................ 43 Table 6.17a - Online Purchases (Count & Row %) ................................................................................................................................................................................................... 44 Table 6.17b - Online Purchases (Test Statistic) ...................................................................................................................................................................................................... 44 Table 6.18a - Online Purchase Frequency/ 10 Purchases (Count, Mean & Standard Error of Mean) ....................................................................................................................... 45 Table 6.18b - Online Purchase Frequency/ 10 Purchases (Test Statistic) ................................................................................................................................................................ 46 Table 6.19a - Artificial Intelligence (AI) & inferences on Advanced Technology (Mean).......................................................................................................................................... 47 Table 6.19b - Artificial Intelligence (AI) & inferences on Advanced Technology (Test Statistic) ............................................................................................................................... 48 Table 6.20a - AI for Personal Use (Count & Row %) ................................................................................................................................................................................................ 51 Table 6.20b - AI for Personal Use (Test Statistic) ................................................................................................................................................................................................... 51 Table 6.21a - AI for Work or Professional Life (Count & Row %) ............................................................................................................................................................................. 52 Table 6.21b - AI for Work or Professional Life (Test Statistic)................................................................................................................................................................................. 52

Table 6.1a - Large/Expensive Purchases (Count & Row %) Large Purchase [Auto Purchase, Rental and Parts]

[Banking, Insurance & Investment Services]

[Consumer [Entertainment] Electronics]

[Fashion & Apparel]

[Fresh Produce]

[Frozen, [Health and [Home [Household Refrigerated, Wellness] Improvement, and Non Canned, and Ironmongery, Food Items] Packaged DIY, and Goods] Hardware]

[Internet, TV [Large Home & Telephone Appliances] Service]

[Meat and Seafood]

[OTC Health & Personal Care and Beauty]

[Real Estate Purchase or Rental Agreement]

[Served Foods & Beverages]

[Transport Services taxis, bus & other services]

[Vacation, Travel & Wellness]

Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Count Row Total Total Total Total N Total Total Total Total Total Total Total Total Total Total Total Total Total Total N% N% N% % N% N% N% N% N% N% N% N% N% N% N% N% N% N% Sex Code

Male Female

35 10

9.6% 2.3%

13 15

3.6% 3.4%

57 15.7% 47 10.6%

7 4

1.9% 0.9%

12 28

3.3% 6.3%

5 7

1.4% 1.6%

30 35

8.2% 7.9%

0 1

0.0% 0.2%

0 1

0.0% 0.2%

43 11.8% 49 11.1%

1 6

0.3% 1.4%

43 11.8% 64 14.5%

19 31

5.2% 7.0%

1 10

0.3% 2.3%

15 8

4.1% 1.8%

19 43

5.2% 9.7%

5 3

1.4% 0.7%

59 16.2% 80 18.1%

Age Code

18 to 29 30 to 39 40 to 49 50 to 59 60+

18 11.4% 10 7.1% 8 6.5% 3 2.1% 6 2.5%

7 6 9 3 3

4.4% 4.3% 7.3% 2.1% 1.3%

32 19 16 15 22

20.3% 13.6% 12.9% 10.4% 9.2%

8 0 0 2 1

5.1% 0.0% 0.0% 1.4% 0.4%

18 11.4% 7 5.0% 5 4.0% 3 2.1% 7 2.9%

3 0 2 1 6

1.9% 0.0% 1.6% 0.7% 2.5%

6 3.8% 13 9.3% 5 4.0% 12 8.3% 29 12.1%

0 0 1 0 0

0.0% 0.0% 0.8% 0.0% 0.0%

0 0 0 1 0

0.0% 0.0% 0.0% 0.7% 0.0%

8 5.1% 18 12.9% 16 12.9% 21 14.6% 29 12.1%

2 1 1 0 3

1.3% 0.7% 0.8% 0.0% 1.3%

14 14 16 24 39

8.9% 10.0% 12.9% 16.7% 16.3%

4 2.5% 5 3.6% 2 1.6% 13 9.0% 26 10.8%

2 4 1 0 4

1.3% 2.9% 0.8% 0.0% 1.7%

2 12 5 2 2

1.3% 8.6% 4.0% 1.4% 0.8%

11 7.0% 1 0.7% 7 5.6% 14 9.7% 29 12.1%

5 0 1 1 1

3.2% 0.0% 0.8% 0.7% 0.4%

18 30 29 29 33

11.4% 21.4% 23.4% 20.1% 13.8%

Locality Code Southern Harbour District Northern Harbour District South Eastern District Western District Northern District Gozo & Comino District

14 13 6 7 5 0

8.4% 5.9% 4.5% 6.9% 3.5% 0.0%

3 11 1 3 10 0

1.8% 5.0% 0.7% 2.9% 7.0% 0.0%

24 31 15 16 14 4

14.5% 14.0% 11.2% 15.7% 9.9% 10.0%

6 1 0 4 0 0

3.6% 0.5% 0.0% 3.9% 0.0% 0.0%

7 8 10 7 7 1

4.2% 3.6% 7.5% 6.9% 4.9% 2.5%

2 3 6 0 1 0

1.2% 1.4% 4.5% 0.0% 0.7% 0.0%

10 6.0% 15 6.8% 18 13.4% 5 4.9% 12 8.5% 5 12.5%

0 0 0 1 0 0

0.0% 0.0% 0.0% 1.0% 0.0% 0.0%

0 0 0 0 1 0

0.0% 0.0% 0.0% 0.0% 0.7% 0.0%

19 11.4% 20 9.0% 16 11.9% 11 10.8% 20 14.1% 6 15.0%

1 3 1 1 0 1

0.6% 1.4% 0.7% 1.0% 0.0% 2.5%

24 26 16 13 18 10

14.5% 11.7% 11.9% 12.7% 12.7% 25.0%

11 18 10 3 7 1

6.6% 8.1% 7.5% 2.9% 4.9% 2.5%

1 3 3 0 3 1

0.6% 1.4% 2.2% 0.0% 2.1% 2.5%

4 7 4 3 3 2

2.4% 3.2% 3.0% 2.9% 2.1% 5.0%

13 18 9 10 11 1

7.8% 8.1% 6.7% 9.8% 7.7% 2.5%

0 5 1 1 1 0

0.0% 2.3% 0.7% 1.0% 0.7% 0.0%

27 40 18 17 29 8

16.3% 18.0% 13.4% 16.7% 20.4% 20.0%

Household Size Code

1 2 3 4 5+

3 13 14 7 8

3.4% 5.7% 6.1% 4.3% 8.3%

1 8 7 7 5

1.1% 3.5% 3.1% 4.3% 5.2%

19 21.6% 22 9.6% 27 11.8% 29 17.7% 7 7.3%

0 2 7 2 0

0.0% 0.9% 3.1% 1.2% 0.0%

5 5.7% 5 2.2% 14 6.1% 6 3.7% 10 10.4%

1 3 3 0 5

1.1% 1.3% 1.3% 0.0% 5.2%

8 9.1% 23 10.0% 9 3.9% 16 9.8% 9 9.4%

0 1 0 0 0

0.0% 0.4% 0.0% 0.0% 0.0%

0 1 0 0 0

0.0% 0.4% 0.0% 0.0% 0.0%

9 10.2% 31 13.5% 28 12.3% 18 11.0% 6 6.3%

1 1 3 0 2

1.1% 0.4% 1.3% 0.0% 2.1%

16 31 28 22 10

18.2% 13.5% 12.3% 13.4% 10.4%

6 17 13 7 7

6.8% 7.4% 5.7% 4.3% 7.3%

1 3 5 2 0

1.1% 1.3% 2.2% 1.2% 0.0%

3 5 6 7 2

3.4% 2.2% 2.6% 4.3% 2.1%

7 8.0% 24 10.4% 16 7.0% 11 6.7% 4 4.2%

1 4 1 0 2

1.1% 1.7% 0.4% 0.0% 2.1%

7 36 47 30 19

8.0% 15.7% 20.6% 18.3% 19.8%

Marital Status Single Code Married/ Partnered Seperated/ Divorced Widow/ Widower

21 19 5 0

8.4% 4.0% 9.3% 0.0%

10 14 4 0

4.0% 3.0% 7.4% 0.0%

43 17.2% 49 10.4% 9 16.7% 3 9.4%

5 5 0 1

2.0% 1.1% 0.0% 3.1%

22 12 4 2

8.8% 2.6% 7.4% 6.3%

4 5 0 3

1.6% 1.1% 0.0% 9.4%

16 6.4% 43 9.1% 2 3.7% 4 12.5%

0 1 0 0

0.0% 0.2% 0.0% 0.0%

0 1 0 0

0.0% 0.2% 0.0% 0.0%

20 8.0% 63 13.4% 7 13.0% 2 6.3%

4 2 0 1

1.6% 0.4% 0.0% 3.1%

26 10.4% 73 15.5% 5 9.3% 3 9.4%

9 3.6% 35 7.4% 0 0.0% 6 18.8%

5 3 1 2

2.0% 0.6% 1.9% 6.3%

8 12 3 0

3.2% 2.6% 5.6% 0.0%

15 6.0% 39 8.3% 4 7.4% 4 12.5%

5 3 0 0

2.0% 0.6% 0.0% 0.0%

37 14.8% 91 19.4% 10 18.5% 1 3.1%

Level of Education Code

MFQ 2 MFQ 3 MFQ 4 MFQ 5 MFQ 6 MFQ 7&8

0 0.0% 12 4.4% 8 10.5% 3 1.8% 9 6.7% 13 10.5%

0 8 4 6 6 4

0.0% 2.9% 5.3% 3.7% 4.5% 3.2%

3 31 10 17 24 19

8.8% 11.3% 13.2% 10.4% 17.9% 15.3%

0 3 1 4 3 0

0.0% 1.1% 1.3% 2.4% 2.2% 0.0%

4 11.8% 6 2.2% 8 10.5% 8 4.9% 8 6.0% 6 4.8%

1 4 3 3 1 0

2.9% 1.5% 3.9% 1.8% 0.7% 0.0%

4 11.8% 24 8.8% 2 2.6% 18 11.0% 12 9.0% 5 4.0%

0 0 0 1 0 0

0.0% 0.0% 0.0% 0.6% 0.0% 0.0%

0 1 0 0 0 0

0.0% 0.4% 0.0% 0.0% 0.0% 0.0%

3 8.8% 30 10.9% 11 14.5% 22 13.4% 18 13.4% 8 6.5%

0 3 3 1 0 0

0.0% 1.1% 3.9% 0.6% 0.0% 0.0%

2 45 7 17 17 19

5.9% 16.4% 9.2% 10.4% 12.7% 15.3%

8 23.5% 25 9.1% 0 0.0% 9 5.5% 5 3.7% 3 2.4%

1 6 2 1 0 1

2.9% 2.2% 2.6% 0.6% 0.0% 0.8%

0 4 2 5 4 8

0.0% 1.5% 2.6% 3.0% 3.0% 6.5%

5 14.7% 30 10.9% 2 2.6% 14 8.5% 2 1.5% 9 7.3%

0 1 0 2 2 3

0.0% 0.4% 0.0% 1.2% 1.5% 2.4%

3 41 13 33 23 26

8.8% 15.0% 17.1% 20.1% 17.2% 21.0%

Occupation Code

Legislators, Executives & Senior Managers Science, Eng.& Other Specialised Professionals Associate Professional Occupations Clerical Support Workers Service and Sales Workers Skilled agricultural, forestry and fishery workers Craft and related trades workers Plant and machine operators and assemblers Elementary occupations Armed forces occupations Retired/ Pensioners Home Carers/ Non Gainfully Occupied Students

5 7.2% 9 5.9% 5 6.8% 1 2.2% 5 7.9% 0 0.0% 1 5.0% 0 0.0% 0 0.0% 1 5.0% 4 3.5% 0 0.0% 14 14.3%

3 4.3% 6 3.9% 2 2.7% 2 4.4% 0 0.0% 0 0.0% 2 10.0% 0 0.0% 0 0.0% 4 20.0% 1 0.9% 4 3.2% 4 4.1%

9 27 13 4 4 0 3 1 1 2 12 8 20

13.0% 17.8% 17.8% 8.9% 6.3% 0.0% 15.0% 6.3% 10.0% 10.0% 10.5% 6.5% 20.4%

0 1 0 1 1 0 1 0 0 0 1 0 6

0.0% 0.7% 0.0% 2.2% 1.6% 0.0% 5.0% 0.0% 0.0% 0.0% 0.9% 0.0% 6.1%

2 2.9% 9 5.9% 4 5.5% 4 8.9% 1 1.6% 0 0.0% 0 0.0% 1 6.3% 1 10.0% 1 5.0% 2 1.8% 5 4.0% 10 10.2%

1 2 0 0 0 0 0 1 0 0 4 1 3

1.4% 1.3% 0.0% 0.0% 0.0% 0.0% 0.0% 6.3% 0.0% 0.0% 3.5% 0.8% 3.1%

6 10 2 2 7 0 0 1 1 3 14 14 5

0 0 0 1 0 0 0 0 0 0 0 0 0

0.0% 0.0% 0.0% 2.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

0 0 0 0 0 0 0 0 0 0 0 1 0

0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.8% 0.0%

7 10.1% 18 11.8% 8 11.0% 2 4.4% 10 15.9% 1 50.0% 4 20.0% 2 12.5% 2 20.0% 1 5.0% 15 13.2% 16 12.9% 6 6.1%

0 0.0% 1 0.7% 1 1.4% 0 0.0% 0 0.0% 1 50.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 3 2.6% 0 0.0% 1 1.0%

11 22 8 3 8 0 2 3 1 2 19 21 7

15.9% 14.5% 11.0% 6.7% 12.7% 0.0% 10.0% 18.8% 10.0% 10.0% 16.7% 16.9% 7.1%

0 0.0% 6 3.9% 1 1.4% 3 6.7% 8 12.7% 0 0.0% 1 5.0% 1 6.3% 1 10.0% 0 0.0% 11 9.6% 15 12.1% 3 3.1%

2 1 1 0 1 0 0 0 0 0 2 2 2

2.9% 0.7% 1.4% 0.0% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 1.8% 1.6% 2.0%

2 6 6 1 4 0 1 1 0 0 1 0 1

2.9% 3.9% 8.2% 2.2% 6.3% 0.0% 5.0% 6.3% 0.0% 0.0% 0.9% 0.0% 1.0%

3 1 5 5 5 0 2 2 1 0 12 20 6

0 2 2 3 0 0 0 0 0 0 0 0 1

0.0% 1.3% 2.7% 6.7% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.0%

18 31 15 13 9 0 3 3 2 6 13 17 9

26.1% 20.4% 20.5% 28.9% 14.3% 0.0% 15.0% 18.8% 20.0% 30.0% 11.4% 13.7% 9.2%

8.7% 6.6% 2.7% 4.4% 11.1% 0.0% 0.0% 6.3% 10.0% 15.0% 12.3% 11.3% 5.1%

4.3% 0.7% 6.8% 11.1% 7.9% 0.0% 10.0% 12.5% 10.0% 0.0% 10.5% 16.1% 6.1%