Dynamic Urbanites

"It’s very important to me to have all these facilities within walking distance of my home. I like to spend my weekends going to museums, restaurants and festivals."

Dynamic Urbanites

Busy, ambitious and socially active: the typical day for a Dynamic Urbanite is filled with activity. With their studies or work, with family and friends, and with sports and fun things to do on weekends such as attending a local festival or eating out. They love the city vibe with its energy, variety and amenities, but they are also environmentally aware and socially active.

Demographic characteristics

Dynamic Urbanites are often graduates in their 20s, 30s and 40s. Many are single, but this group also includes single-parent and two-parent families, often with young children up to the age of 11. Dynamic Urbanites are busy studying at university or hard at work with having already obtained a Bachelor’s or Master’s degree. Typical sectors include medicine, banking, mental health and IT. Some of them work on a freelance basis; flip open the laptop at the café around the corner and off they go!

Living environment

You can find Dynamic Urbanites in the larger cities such as Amsterdam, Rotterdam and Den Haag, but they are also a strong presence in highly urbanised adjacent locations like Rijswijk and Schiedam. There they often live in pre-war apartments of less than 100m2 in a price range of up to EUR 250,000. In the better urban districts, the value of these properties can rise to amounts over EUR 500,000. This group moves house more than the average; at a certain moment it is time for the next step. Thanks to a rise in salary, for example, or with a view to expanding the family. Because they love the urban vibe and the many amenities on offer, they like to stay in the city.

Lifestyle

This group often uses public transport and travels on a season ticket. Train, bus and/or tram stop at a stone’s throw from their home. Shopping can usually be done on foot, for example at a Dirk supermarket. Ekoplaza health food store is another popular choice, because this group love organic products. They also have their groceries home delivered on a regular basis; an ideal solution in their busy lifestyle which includes sports (from hockey and surfing to swimming and working out) and a vibrant social life. They enjoy bars and nightclubs, going to live concerts and museums, and they have all kinds of hobbies, such as cooking. They shop at the better chain stores, such as Hunkemöller, Zara, Esprit and WE. Bijenkorf department store and vintage boutiques are also frequent ports of call. In addition, they like to take cultural holidays: preferably a couple of city breaks a year within Europe, staying overnight at an Airbnb. Cheap, convenient and plenty of freedom! Dynamic Urbanites often sign up with a sustainable energy supplier and occasionally invest through a sustainable bank such as Triodos. They are very environmentally aware. At the same time they like to indulge in the occasional game of online poker, just for the thrill of it.

Media

Dynamic Urbanites lead busy lives that include a strong media focus. When the TV is on, it is usually showing an accessible, light-hearted channel such as Comedy Central. The radio is tuned to SLAM! or Radio 538. Their taste in magazines mainly centres on fashion: Cosmopolitan, Grazia and Glamour. As a newspaper, this group is partial to Het Parool. Online they are the most active segment of the Dutch population and therefore devote a lot of time and attention to their smartphones. They use the phone for any number of things, from practical to social: Snapchat, posting photos of their experiences on Instagram, networking on LinkedIn and ordering food through Thuisbezorgd.nl. They also search for new homes, jobs and stream tons of music, films and series.

Mentaliteit

Dynamic Urbanites tend not think in boxes; they have a laissez-faire attitude and no desire to pigeon-hole others. This extends to personal decisions like whether to live as a couple or independently. They have little patience for fixed roles and expectations; as long as everyone’s happy, what’s the problem? This group has an appetite for excitement, sensation and kicks of every kind, from nightlife to sports and holidays. An open-minded segment.

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