The centre segment The centre segment mainly consists of young citizens. They have no particular political affiliation, although a minor proportion votes for the Danish People’s Party, the Red-Green Alliance and the Liberal Alliance. The centre segment’s citizens cannot be placed on the traditional scale. ATTITUDES
Citizens in the centre segment orientate themselves locally and hold on to quite traditional values. They are not visible in the public debate and they do not involve themselves in society issues. ACTIVITIES
They are interested in new technology and often have a console or a media centre. The segment’s citizens play computer or console games and often play for money online. CULTURAL AND MEDIA HABITS
The segment’s citizens are interested in reality TV. They navigate with ease on the Internet, via either their smartphone or their tablet. When they listen to the radio, they prefer commercial radio channels, e.g. Radio 100. When they read, which they do not do very often, they prefer Donald Duck or Motormagasinet. When the segment goes out for the night, they are not afraid to pay for it.
Apolitical Consumer Digital native
User Survey 2012
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