Test - Buyer Persona - Update 3 2024 (Basic)

DIV COLUMN (left)

Name

Name (male): Jan, Daniel, Florian, Christian, Philipp

Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age

30 - 49 years: 59%

18 - 29 years: 28%

50 - 64 years: 13%

Gender

Male: 72%

Female: 28%

Marital status

Married: 41%

Single / unmarried: 29%

In a relationship: 22%

Divorced / widowed: 5%

I'd rather not say: 3%

State

North Rhine-Westphalia: 21%

Bavaria: 15%

Berlin: 14%

Baden-Württemberg: 12%

Hesse: 7%

Lower Saxony: 7%

Rhineland-Palatinate: 4%

Saxony: 4%

Hamburg: 3%

Schleswig-Holstein: 3%

Brandenburg: 2%

Mecklenburg-Western Pomerania: 2%

Saxony-Anhalt: 2%

Thuringia: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 23%

1.000.000 up to 5.000.000 Inhabitants: 23%

5.000 up to 20.000 Inhabitants: 17%

100.000 up to 500.000 Inhabitants: 16%

Under 5.000 Inhabitants: 10%

500.000 up to 1.000.000 Inhabitants: 10%

I don't know: 1%

Household size

3 Persons: 27%

2 Persons: 25%

4 Persons: 25%

1 Person: 18%

5 or more persons: 6%

Household constellation

My partner/spouse: 67%

My children: 46%

Living alone: 18%

My parents: 8%

My siblings: 3%

Roommates: 3%

My parents-in-law: 2%

My grandparents: 1%

My grandchildren: 0%

Children under the age of 18 in the household

No children: 49%

1 Child: 29%

2 Children: 18%

3 Children: 2%

4 Children: 1%

5 or more children: 0%

Current accommodation

I live in a rented apartment: 41%

I live in my own home: 41%

I live in my own home: 10%

I live in a rented house: 7%

Pets in the household

Dog: 44%

Cat: 43%

I have no pets: 27%

Fish: 10%

Bird (e.g. budgerigar, parrot): 7%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 6%

Reptile (e.g. lizard, snake, turtle): 3%

Insect (e.g. spider): 2%

Other(s): 2%

Annual household income

36.000 up to 50.400 Euro: 16%

69.600 up to 91.200 Euro: 16%

50.400 up to 69.600 Euro: 13%

91.200 up to 117.600 Euro: 10%

More than 148.800 Euro: 9%

I'd rather not say that: 9%

Less than 18.000 euros: 7%

26.400 up to 36.000 Euro: 7%

117.600 up to 148.800 Euro: 7%

21.600 up to 26.400 Euro: 4%

18.000 up to 21.600 Euro: 3%

Effects of economic circumstances

My cost of living has risen noticeably: 61%

I have tried to spend less money: 52%

My financial situation has deteriorated: 32%

I have experienced anxiety and feelings of stress: 31%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 31%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 23%

I had to use up my household savings to cover my expenses: 21%

None of the above: 15%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 13%

I have lost my job in the last 12 months: 8%

Education level

Bachelor or comparable: 33%

Vocational training (journeyman / master craftsman): 28%

Master's degree or comparable: 25%

University entrance qualification / Abitur: 7%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 3%

Doctoral degree or comparable: 3%

Elementary school: 1%

No formal education: 0%

Number of sick days (last year)

0 Days: 21%

2-3 Days: 15%

4-5 Days: 14%

6-10 Days: 11%

No answer: 11%

11-20 Days: 10%

More than 20 days: 10%

I do not work / do not go to school or university: 6%

1 Day: 3%

Diets and nutrition

I do not follow any dietary rules: 43%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 25%

Low-carb / no-carb: 19%

Gluten-free: 10%

Other(s): 6%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 58%

Meeting friends: 57%

Travel: 56%

Doing sport and fitness: 53%

Video games: 48%

Read: 46%

Pets: 39%

Gardening and plants: 37%

DIY and arts and crafts: 35%

Photography: 30%

Making music: 22%

Writing: 20%

Other(s): 5%

I don't know: 0%

Important aspects of life

A happy relationship: 52%

Security: 37%

Leading an honest and respectable life: 35%

Making my own decisions: 35%

Enjoy life: 32%

Be successful: 29%

New learning: 29%

Social justice: 24%

Advance in my career: 16%

Traditions: 10%

Attitude towards innovation

I like to keep up with the latest technology: 87%

I like to try out innovative products: 87%

The products I buy must meet the highest standards: 60%

Always having the latest technology is important to me: 54%

I only buy new technologies if they have been tried and tested in practice: 5%

None of the above: 0%

Types of innovation adaptation

Early adopters: 87%

Innovators: 13%

Early majority: 0%

Late majority: 0%

Latecomers: 0%

Food attitudes

I actively try to eat healthily: 69%

I avoid artificial flavorings and preservatives: 50%

I try to avoid plastic packaging when I buy food: 50%

I try to eat less meat: 44%

Food must be convenient and fast: 23%

I have one or more food intolerances: 19%

I don't like cooking: 16%

None of the above: 3%

Internet settings

It is important to me to have good mobile Internet reception anytime and anywhere: 79%

I could no longer imagine life without the Internet: 74%

I am well protected against viruses and data misuse: 59%

I protect my data: 58%

The latest mobile communications standard is very important to me (5G): 57%

Storing confidential data online is too insecure for me: 28%

None of the above: 1%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 72%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 71%

Best picture and sound quality is important to me: 70%

I prefer digital content because it's easier to manage: 63%

It's too expensive to be able to afford all the streaming services I want: 36%

I use alternative websites or apps to consume paid content for free: 27%

None of the above: 2%

Attitudes towards services

I like to organize my life with my smartphone: 65%

I am happy to pay for services that make my life easier and more convenient: 61%

I tend to book services online: 51%

I prefer services with personal contact: 36%

I am often dissatisfied with services: 15%

None of the above: 5%

Attitudes towards health care

I actively do something to stay healthy: 71%

I would like to do more for my health: 67%

I undergo regular medical examinations: 57%

I can imagine getting a prescription for cannabis for medical reasons: 49%

The healthcare system often lets patients down: 42%

Patients have to pay too much for medication and medical treatment: 41%

I prefer alternative healing methods to classical medicine: 20%

None of the above: 1%

Satisfaction with personal health

Satisfied: 48%

Very satisfied: 19%

Neither satisfied nor dissatisfied: 17%

Dissatisfied: 12%

Very dissatisfied: 3%

I'd rather not say that: 0%

Attitudes to travel

When I travel, I use my smartphone as a travel guide: 67%

I want to experience something unique when I travel: 62%

When traveling, I always make sure to take the cheapest offer: 34%

Sustainable travel is important to me: 30%

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 65%

I could imagine handling all financial matters exclusively online: 57%

I could imagine managing all my financial matters exclusively via smartphone: 48%

I am worried about my financial future: 36%

None of the above: 2%

Own assessment of the personal economic situation

Positive: 41%

Neither positive nor negative: 25%

Very positive: 22%

Negative: 8%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 73%

I am a car enthusiast: 60%

Public transport in my region is good: 44%

I can imagine getting into a self-driving cab: 35%

There are not enough parking spaces in my neighborhood: 29%

Driving is bad for the environment: 27%

I spend too much time commuting: 24%

None of the above: 1%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

No data found...

No data found...

Digital advertising touchpoints

Smartphone: 99%

Headphones: 92%

TV: 90%

Notebook: 86%

Tablet: 83%

Loudspeaker: 80%

Printers / copiers: 74%

Desktop PC: 71%

Radio: 59%

Digital camera: 57%

Music system (hi-fi/stereo): 55%

eReader: 38%

None of the above: 0%

Digital advertising touchpoints

Search engines: 59%

Social media websites and apps: 56%

Online stores: 54%

Websites and apps of brands and products: 43%

Video games (smartphone / tablet / console / PC / smart TV): 39%

Newsletter: 38%

Editorial websites and apps (e.g. news sites and magazines): 35%

Music portals and streaming services (e.g. Spotify): 34%

Other apps (smartphone / tablet / console / PC / smart TV): 32%

Other(s): 32%

Blogs / Forums: 26%

I don't know: 2%

I have not come across any digital advertising: 2%

Non-digital advertising touchpoints

On billboards, screens and other advertising spaces on the move (including on public transport): 56%

Direct mail / advertising mail: 50%

Directly in the store: 50%

On television: 50%

On the radio: 46%

In printed daily newspapers: 39%

In printed magazines: 38%

At the cinema/movie theater: 28%

Other(s): 6%

I don't know: 4%

I haven't come across non-digital ads yet: 4%

Purchases of publishing media (last 12 months)

Audiobooks (download / streaming): 40%

eBooks: 36%

Podcasts: 32%

Books (Print): 31%

Daily newspapers (print): 29%

Online news websites and apps / ePaper: 29%

Magazines (print): 28%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 25%

None of the above: 21%

Weekly newspaper (print): 20%

Use of publishing media (last 12 months)

Podcasts: 54%

Audiobooks (Download): 52%

eBooks: 46%

Daily newspapers (print): 40%

Magazines (print): 38%

Books (Print): 37%

Weekly newspaper (print): 34%

None of the above: 5%

TV subscription by brand

Vodafone: 22%

MagentaTV: 16%

Sky: 16%

Deutsche Glasfaser TV: 12%

1&1: 11%

Other(s): 7%

Freenet TV: 5%

waipu.tv: 5%

Joyn: 2%

Pyur: 2%

I don't know: 2%

TV usage by duration (per week)

1 up to 5 hours: 21%

6 up to 10 hours: 21%

I do not use this media service: 18%

11 up to 15 hours: 14%

More than 20 hours: 11%

16 up to 20 hours: 7%

Less than one hour: 6%

I don't know: 1%

Preferences for films and series by genre

Documentaries: 74%

Comedies: 73%

Science fiction and fantasy: 62%

Thriller / Mystery / Crime thriller: 62%

Sport: 57%

News (local or national): 54%

Horror: 47%

Animation (cartoons, anime,...): 43%

Music videos & shows: 43%

Dramas: 42%

Talk shows: 35%

Game shows: 32%

Reality TV: 32%

Children's programs: 23%

Soap operas + telenovas: 16%

Other(s): 12%

Religious: 10%

I don't know: 0%

Use of social media by brand

YouTube: 78%

Facebook: 71%

Instagram: 71%

TikTok: 50%

LinkedIn: 36%

X (Twitter): 35%

Pinterest: 30%

Snapchat: 26%

Twitch: 23%

Reddit: 20%

XING: 16%

BeReal.: 9%

Tumblr: 7%

Flickr: 6%

WeChat: 6%

Yodel: 5%

Quora: 5%

Other(s): 5%

Clubhouse: 4%

I use social media irregularly: 2%

Activities in the social media

Private messages sent: 70%

Posts liked or followed by other users: 58%

Commented on posts: 57%

Images / videos / texts / status updates posted: 47%

Posts from companies liked or followed companies: 45%

Posts shared by other users: 43%

Posts from influencers/content creators liked or followed: 42%

Posts shared by influencers / content creators: 27%

Company posts shared: 26%

Other(s): 9%

I have only used social media passively: 7%

I have not used social media: 2%

User typology of social media

Communicator: 80%

Followers: 76%

Multiplier: 56%

Content Poster: 47%

Other(s): 9%

Passive user: 7%

Non-users: 2%

Products/topics talked about online

Computers, smartphones & technology: 56%

Movies & series: 48%

Music: 44%

Sport: 42%

Food & drink: 41%

Games / Video games: 41%

Social issues: 39%

Politics: 37%

Vacation & Travel: 37%

Cars & motorcycles: 33%

Health & Medicine: 31%

Beauty & body care: 28%

Fashion: 28%

Family & children: 27%

Art & Culture: 26%

Books: 25%

Celebrities: 25%

Budget: 24%

None of the above: 11%

Internet access by type

Broadband (DSL, cable, ...): 64%

Mobile connection via smartphone / tablet: 17%

UMTS / GPRS / LTE router: 11%

the landlord's/neighbor's wireless connection: 4%

Other connection technologies: 2%

Satellite access: 2%

I do not have internet connection at home: 1%

I don't know: 0%

Internet usage by provider/brand

Telekom: 31%

Vodafone: 27%

1&1: 15%

O2: 12%

Other(s): 4%

M-Net: 3%

Maingau: 2%

Congstar: 1%

EWE: 1%

Pyur: 1%

smartmobil.de: 1%

Unitymedia: 1%

primacall: 0%

Starlink: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 83%

Social media websites and apps: 75%

Corporate websites and apps: 64%

News websites and apps: 61%

Search engines: 59%

Newsletter: 46%

Blogs: 35%

None of the above: 1%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 83%

Credit card: 62%

Debit card: 57%

Direct debit: 56%

By invoice: 53%

Prepaid cards / vouchers: 35%

Cash in advance: 28%

Payment on delivery: 13%

Other(s): 2%

I have not made any payments online: 0%

Purchasing settings

Being well dressed is very important to me: 72%

When shopping, I look out for special offers: 66%

I tend to make impulse purchases when I go shopping: 61%

Clothing and shoes must be comfortable first and foremost: 60%

I always store in the same stores: 32%

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 68%

Customer reviews on the Internet are very helpful: 62%

I usually manage regular / recurring orders directly via my smartphone or tablet: 50%

When I order something, I prefer express delivery: 37%

When I buy an item, I want to have it in my hands on the same day: 27%

None of the above: 1%

High brand awareness by category

No data found...

No data found...

Sources of inspiration for new products

Online stores: 64%

Friends and acquaintances: 62%

Social media websites and apps: 57%

Brand websites and apps: 47%

In the store: 47%

Price comparison websites: 43%

Magazines and newspapers: 40%

Customer ratings: 39%

Online forums: 37%

Magazine and newspaper websites and apps: 36%

Voucher and deal websites and apps: 32%

Celebrities: 25%

Question/answer websites and apps: 18%

None of the above: 0%

Information sources for product research

Online stores: 53%

Brand websites and apps: 48%

Customer ratings: 40%

Price comparison websites: 40%

Friends and acquaintances: 39%

Social media websites and apps: 36%

In the store: 33%

Online forums: 33%

Magazine and newspaper websites and apps: 23%

Magazines and newspapers: 22%

Voucher and deal websites and apps: 20%

Question/answer websites and apps: 19%

None of the above: 1%

Interest in product categories

Cars: 65%

Books, movies, music & games: 64%

Sports + outdoor products: 61%

Household appliances: 58%

Drugstore + health products: 56%

Shoes: 56%

Furniture + household goods: 54%

Clothing: 53%

Cosmetics + body care: 53%

DIY + garden products: 50%

Stationery + hobby supplies: 48%

Detergents & cleaning agents,: 42%

Bicycles: 41%

Pet supplies: 40%

Motorcycles: 29%

Toys + baby products: 27%

None of the above: 0%

Offline purchases by type

Clothes / shoe store: 74%

Drugstore / Perfumery: 73%

Pharmacy: 70%

Electronics store: 62%

DIY / garden market: 60%

Department store: 54%

Furniture store: 49%

Sports store: 48%

Bookstore: 40%

Furnishing and decoration store: 37%

Wholesale: 35%

Jewelry store / jeweler: 34%

None of the above: 3%

Food shopping by type

Supermarket (usual size): 81%

Discounter: 66%

Bakery or bistro: 64%

Supermarket (Large): 49%

Pharmacy: 48%

Delicatessen counters in supermarkets: 46%

Farmers' market: 36%

Health food store: 30%

Online store / online retail: 26%

Mini-market / kiosk: 16%

Food voucher providers: 13%

Other(s): 3%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 82%

Baked goods: 75%

Dairy products (milk / yogurt / cheese / etc.): 72%

Eggs: 72%

Potatoes: 71%

Pasta: 69%

Rice: 65%

Sweets + chocolate: 64%

Meat + sausage products: 64%

Snacks + potato potato chips: 53%

Jam + chocolate spread: 50%

Fish + seafood: 49%

Ice cream: 49%

Frozen ready meals: 45%

Breakfast cereals: 43%

Ready meals: 36%

Milk substitutes (e.g. almond milk / oat yoghurt): 35%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 33%

None of the above: 0%

Smartphone by brand

Apple: 47%

Samsung: 33%

Xiaomi/Mi: 5%

Huawei: 4%

Google: 3%

Motorola: 2%

OnePlus: 1%

Sony: 1%

Other(s): 1%

HTC: 0%

Nokia: 0%

OPPO: 0%

Realme: 0%

ZTE: 0%

I don't know: 0%

No answer: 0%

Use of financial products

Current accounts: 77%

Credit cards: 69%

Savings accounts: 55%

Equity investments (shares / investment funds): 39%

Cryptocurrencies (e.g. Bitcoin): 35%

Real estate: 33%

Loans: 31%

Construction financing: 29%

Insurance with investment elements (e.g. life insurance): 26%

Precious metals (e.g. gold): 22%

Mortgages: 17%

Other investments: 11%

I don't know: 0%

I do not use / own any financial products or investments: 0%

Persona Source Reference Block
Source references disabled