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Key multicultural facts
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Key Multicultural Facts
• There are almost 1,2 million foreign-born people in Sweden - 13.3% of total population
Source: SCB
• In Europe, there are 64 million foreign-born people, which is estimated to rise to 100 million by 2050.
Source: Eurostat
• Purchasing power on the rise - total group purchase power estimate has risen from SEK 185 billion in 2001
to SEK 208 billion in 2004 - An increase of 9% (inflation-adjusted) while the population as a whole only
increased by 6%!
Source: Timbro 2003 and 2006
• Broadband penetration equally high or higher than the national population and online usage often higher
than national average.
Source: Ofcom 2007
• Multicultural customers are “heavy consumers” in many sectors and spends more on telecom products,
money transfers, equity trading, shoes and clothing than average consumer
Source: Svenska Dagbladet 2007
• The population increase comes from immigration and in a few years time the new generation consumers
will have origin from other countries
Source: SCB
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