Test – Buyer Persona – Update 2 2025 [Persona Profile]

Sebastian, 41

Living situation

Age: 41

Political affiliation: Centre

Type of innovation adaptation: Early majority

Professional and financial situation: Employment situation: Full-time employee; Household income: 69.600 to 91.200 euros; Highest educational qualification: Master's degree or comparable

Housing situation: Place of residence: Gelsenkirchen; Region: North Rhine-Westphalia; Type of housing: Rental flat

Marital status: Married

Household size: 2 persons

Effects of economic circumstances: My cost of living has risen noticeably; I have tried to spend less money

Personal characteristics & attitudes

Hobbies and interests: Technology & Computers; Outdoor activities; Travel

Important aspects of life and values: A happy relationship; Lead an honest and respectable life; Security

Attitude towards innovation: I like to stay technologically up to date; I like to try out innovative products; I only buy new technologies when they have been proven in practice

Food attitudes: I actively try to eat healthy

Attitudes towards digital media: Best picture and sound quality is important to me; It's too expensive to be able to afford all the streaming services I want; I like watching movies and series on my smartphone

Attitudes towards personal finances: I am well informed about my financial situation; I could imagine handling all financial matters exclusively online

Internet settings: It's important for me to have mobile Internet access wherever I am.; Mobile phone reception is good in the area where I live; I actively do something to protect my data

Attitudes towards services: I am happy to pay for services that make my life easier and more convenient.; I like to organise my life with my smartphone

Attitudes to travel: I like being in nature when I travel; When I travel, I use my smartphone as a travel guide

Settings for consumer electronics: When choosing electronic devices, I pay a lot of attention to their energy efficiency; I want the best audio and movie experience on all my devices

Settings for insurances: I am well informed about my personal insurance contracts; I could imagine managing my insurance exclusively online.

... in detail

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Media use & consumption

Settings for online advertising: I have nothing against advertising if I get free content in return.

Digital advertising touchpoints: Search engines; Social media; Online shops

Non-digital advertising touchpoints: On TV; Direct mail / direct mail; Directly in store; On the radio

Use of publishing media (last 12 months): Podcasts; Books (Print); eBooks

Preferences for podcast content by genre: News & Politics; Business and economy; Science & Technology

TV usage by duration (per week): 6 to 10 hours

Preferences for films and series by genre: Docs; Comedies; Sports; Horror

Use of social media by brand: YouTube; Facebook; Instagram; TikTok

Activities on social media: Private messages sent; Liked posts from other users or followed people; Commented on posts

Products/topics talked about online: Computer, smartphone & technology; Movies & Series; Games / Video games; Politics

Internet access by type: Broadband (DSL, cable, ...)

Internet usage by provider/brand: Vodafone

Online shopping settings: Before making a major purchase, I research online; Customer reviews on the internet are very helpful; I want to see and touch an item before I buy it

Sources of inspiration for new products: Search engines (such as Google); Online shops; Friends and acquaintances

Information sources for product research: Online shops; Customer reviews; In store; Friends and acquaintances; Online forums

High brand awareness by category: Smartphones; PCs and laptops; Cars, motorcycles, bicycles

Smartphone by brand: Samsung

Sebastian
Name: Sebastian
Age: 41
Political affiliation: Centre
Type of innovation adaptation: Early majority
Employment situation: Full-time employee
Household income: 69.600 to 91.200 euros
Highest educational qualification: Master's degree or comparable
Place of residence: Gelsenkirchen
Region: North Rhine-Westphalia
Type of housing: Rental flat
Marital status: Married;
Household size: 2 persons;
Impact of economic circumstances: My cost of living has increased noticeably; I have tried to spend less money;
Hobbies and interests: Technology & computers; outdoor activities; traveling;
Important life aspects and values: A happy relationship; Living an honest and respectable life; Security;
Attitude toward innovation: I like to stay technologically up to date; I like to try innovative products; I only buy new technologies when they have been proven in practice;
Attitudes toward food: I actively try to eat healthy;
Attitudes towards digital media: The best picture and sound quality is important to me; It's too expensive to afford all the streaming services I want; I like watching movies and series on my smartphone;
Attitudes toward personal finances: I am well aware of my financial situation; I could imagine handling all financial matters exclusively online;
Internet settings: It is important to me that I have mobile Internet access wherever I am; Mobile phone reception is good in my area; I actively do something to protect my data;
Attitudes toward services: I like to pay for services or services that make my life easier and more convenient; I like to organize my life with my smartphone;
Attitudes towards traveling: I like to be in nature when I travel; when I travel, I use my smartphone as a travel guide;
Attitudes towards consumer electronics: When choosing electronic devices, I pay a lot of attention to their energy efficiency; I want the best audio and movie experience on all my devices;
Attitudes towards insurance: I am well informed about my personal insurance contracts; I could imagine managing my insurance exclusively online..;
... in detail: ...
Settings for online advertising: I don't mind advertising if I get free content in return;
Digital advertising touchpoints: search engines; social media; online stores;
Non-digital advertising touchpoints: On TV; Commercials/advertising mailings; Directly in-store; On the radio;
Use of publishing media (last 12 months): Podcasts; books (print); eBooks;
Preferences for podcast content by genre: News & Politics; Business and Economy; Science & Technology;
TV usage by duration (per week): 6 to 10 hours;
Preferences for films and series by genre: documentaries; comedies; sports; horror;
Use of social media by brand: YouTube; Facebook; Instagram; TikTok;
Activities on social media: Private messages sent; posts liked or followed by other users; comments on posts;
Products/topics talked about online: Computers, smartphones & technology; films & series; games / video games; politics;
Internet access by type: broadband (DSL, cable, ...);
Internet usage by provider/brand: Vodafone;
Attitudes towards online shopping: I research online before making a major purchase; customer reviews on the Internet are very helpful; I want to see and touch an item before I buy it;
Sources of inspiration for new products: Search engines (such as Google); online stores; friends and acquaintances;
Sources of information for product research: online stores; customer reviews; in-store; friends and acquaintances; online forums;
High brand awareness by category: smartphones; PCs and laptops; cars, motorcycles, bicycles;
Smartphone by brand: Samsung;

Sebastian, 41
Age: 41
Political affiliation: Centre
Type of innovation adaptation: Early majority
Professional and financial situation
Employment situation: Full-time employee
Household income: 69.600 to 91.200 euros
Highest educational qualification: Master's degree or comparable
Housing situation
Place of residence: Gelsenkirchen
Region: North Rhine-Westphalia
Type of housing: Rental flat

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Test - Buyer Persona - Update 2 2025 [Persona-Sedcard]

Sebastian, 41

Living situation

Personal characteristics & attitudes

... in detail

Media use & consumption

Newest contributions

Latest comments

Marital status	Married
Household size	2 persons
Effects of economic circumstances	My cost of living has increased noticeably I have tried to spend less money
Hobbies and interests	Technology & Computers Outdoor activities Travel
Important aspects of life and values	A happy relationship Living an honest and respectable life Security
Attitude towards innovation	I like to stay technologically up to date I like to try out innovative products I only buy new technologies when they have been tested in practice
Food attitudes	I actively try to eat healthy
Attitudes towards digital media	The best picture and sound quality is important to me It's too expensive to afford all the streaming services I want I like watching movies and series on my smartphone
Attitudes towards personal finances	I am fully aware of my financial situation I could imagine handling all financial matters exclusively online
Internet settings	It is important to me that I have mobile internet access wherever I am. Mobile phone reception is good in my area I actively do something to protect my data
Attitudes towards services	I like to pay for services or services that make my life easier and more convenient I like to organize my life with my smartphone
Attitudes to travel	I like being in nature when I travel When I travel, I use my smartphone as a travel guide
Settings for consumer electronics	When choosing electronic devices, I pay a lot of attention to their energy efficiency I want the best audio and movie experience on all my devices
Settings for insurances	I am well informed about my personal insurance policies I could imagine managing my insurance exclusively online.
... in detail	...
Settings for online advertising	I have nothing against advertising if I get free content in return.
Digital advertising touchpoints	Search engines Social media Online stores
Non-digital advertising touchpoints	On television Commercials/advertising mailings Directly in the store On the radio
Use of publishing media (last 12 months)	Podcasts Books (print) eBooks
Preferences for podcast content by genre	News & Politics Business and Economy Science & Technology
TV usage by duration (per week)	6 to 10 hours
Preferences for films and series by genre	Documentaries Comedies Sport Horror
Use of social media by brand	YouTube Facebook Instagram TikTok
Activities on social media	Sent private messages Posts liked or followed by other users Commented on posts
Products/topics talked about online	Computers, smartphones & technology Films & series Games / video games Politics
Internet access by type	Broadband (DSL, cable, ...)
Internet usage by provider/brand	Vodafone
Online shopping settings	Before making a major purchase, I research online Customer reviews on the internet are very helpful I like to see and touch an item before I buy it
Sources of inspiration for new products	Search engines (such as Google) Online stores Friends and acquaintances
Information sources for product research	Online stores Customer reviews In-store Friends and acquaintances Online forums
High brand awareness by category	Smartphones PCs and laptops Cars, motorcycles, bicycles
Smartphone by brand	Samsung