Test - Buyer Persona - Update 3 2025 [Target group matrix]

DIV COLUMN (left)

Name

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

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

Age

30 - 49 years: 50%

50 - 64 years: 38%

18 - 29 years: 12%

Gender

Male: 100%

Female: 0%

Marital status

Married: 49%

Single / unmarried: 25%

In a relationship: 19%

Divorced / widowed: 6%

I'd rather not say: 0%

State

North Rhine-Westphalia: 21%

Baden-Württemberg: 17%

Bavaria: 16%

Hesse: 8%

Lower Saxony: 8%

Berlin: 5%

Rhineland-Palatinate: 4%

Saxony: 4%

Brandenburg: 3%

Hamburg: 3%

Thuringia: 3%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 26%

5.000 up to 20.000 Inhabitants: 20%

100.000 up to 500.000 Inhabitants: 18%

Under 5.000 Inhabitants: 14%

500.000 up to 1.000.000 Inhabitants: 11%

1.000.000 up to 5.000.000 Inhabitants: 11%

I don't know: 0%

Household size

2 Persons: 28%

1 Person: 24%

3 Persons: 22%

4 Persons: 22%

5 or more persons: 5%

Current accommodation

I live in a rented apartment: 45%

I live in my own home: 38%

I live in my own home: 10%

I live in a rented house: 6%

Pets in the household

I have no pets: 41%

Cat: 35%

Dog: 33%

Fish: 7%

Bird (e.g. budgerigar, parrot): 4%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 4%

Reptile (e.g. lizard, snake, turtle): 2%

Other(s): 1%

Annual household income

36 000 € to 50 400 €: 18%

50 400 € to 69 600 €: 18%

69 600 € to 91 200 €: 18%

91 200 € to 117 600 €: 10%

26 400 € to 36 000 €: 8%

117 600 € to 148 800 €: 7%

148 800 € and more: 7%

I'd rather not say that: 6%

21 600 € to 26 400 €: 4%

Less than 18.000 euros: 3%

18 000 € to 21 600 €: 2%

Effects of economic circumstances

My cost of living has risen noticeably: 60%

I have tried to spend less money: 53%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 30%

My financial situation has deteriorated: 29%

I have experienced anxiety and feelings of stress: 23%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 18%

I had to use up my household savings to cover my expenses: 16%

None of the above: 13%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 7%

I have lost my job in the last 12 months: 4%

Education level

Vocational training (journeyman / master craftsman): 33%

Master's degree or equivalent: 24%

Bachelor's degree or equivalent: 17%

University entrance qualification / Abitur: 13%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 10%

Doctoral degree or comparable: 4%

No formal education: 0%

Elementary school: 0%

Number of sick days (last year)

0 Days: 24%

6-10 Days: 21%

2-3 Days: 13%

4-5 Days: 12%

11-20 Days: 12%

More than 20 days: 10%

1 Day: 4%

No answer: 4%

I do not work / do not go to school or university: 0%

State of health

I have no physical limitations or chronic illnesses: 41%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 17%

Mental illnesses (e.g. burnout, depression, anxiety): 16%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 11%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 10%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 10%

Diabetes: 8%

Other(s): 8%

Blindness or visual impairment: 5%

I'd rather not say: 4%

Deafness or hearing loss: 1%

Behavior in the healthcare sector

Consulted a family doctor: 67%

Consulted a specialist: 55%

Underwent a medical examination: 48%

None of the above: 11%

Was in inpatient treatment in a hospital: 9%

Was treated as an outpatient in a hospital: 9%

Consulted an alternative doctor: 8%

Has undergone surgery: 8%

Diets and nutrition

I do not follow any dietary rules: 61%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 19%

Lactose-free: 9%

Low-carb / no-carb: 7%

Gluten-free (i.e. no wheat products): 6%

Vegetarians (do not eat meat or fish): 4%

Other(s): 4%

Pescetarian (eats fish but no meat): 3%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 1%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 63

Outdoor activities: 54%

Video games: 47%

Travel: 45%

Read: 37%

Cooking/baking: 36

Gardening and plants: 35%

DIY, arts & crafts: 33%

Pets: 29%

Shopping: 28

Board games / card games: 24

Cars & Vehicles: 24

Photography: 21%

Making music: 16%

Meditation / Wellness: 13%

Writing: 10%

Other(s): 4%

I don't know: 0%

Important aspects of life

A happy relationship: 55%

Leading an honest and respectable life: 44%

Making my own decisions: 37%

Security: 36%

Enjoy life: 34%

New learning: 25%

Be successful: 24%

Social justice: 23%

Advance in my career: 11%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 54%

I like to try out innovative products: 47%

I only buy new technologies if they have been tried and tested in practice: 45%

The products I buy must meet the highest standards: 25%

In my circle of friends, I'm usually the first to try out a new technology: 24

Always having the latest technology is important to me: 19%

None of the above: 1%

Types of innovation adaptation

Early majority: 36%

Latecomers: 31%

Early adopters: 18%

Late majority: 11%

Innovators: 4%

Food attitudes

I actively try to eat healthily: 59%

I avoid artificial flavorings and preservatives: 43%

I try to avoid plastic packaging when I buy food: 40%

I try to eat less meat: 39%

Food must be convenient and fast: 26%

I am open to eating meat that has been bred in a laboratory (cultured meat): 21%

I don't like cooking: 15%

I can't afford to eat healthily: 9%

None of the above: 6%

Internet settings

Mobile phone reception is good in the area where I live: 63%

It is important for me to have mobile Internet access wherever I am: 60%

I actively do something to protect my data: 59%

I am well informed about the topic of cyber security: 54%

I use AI applications (e.g. ChatGPT) in my daily life: 40%

I am worried that my data will be misused on the Internet: 34%

None of the above: 4%

Attitudes towards digital media

Best picture and sound quality is important to me: 53%

It's too expensive to be able to afford all the streaming services I want: 42%

I prefer to subscribe to a bundle of streaming services: 39%

I like watching movies and series on my smartphone: 36%

I prefer platforms that give personalized recommendations: 32%

I usually subscribe to streaming services for specific content or short-term needs and then cancel them: 26%

None of the above: 13%

Attitudes towards services

I like to organize my life with my smartphone: 41%

I am happy to pay for services that make my life easier and more convenient: 40%

I prefer services with personal contact: 31%

I tend to book services online: 31%

I am often frustrated by unexpected additional charges at the end of a service booking: 14

I am often dissatisfied with services: 14%

None of the above: 12%

Attitudes towards health care

I actively do something to stay healthy: 70%

I would like to do more for my health: 61%

I undergo regular medical examinations: 56%

I can imagine getting a prescription for cannabis for medical reasons: 45%

I have little confidence in the safety of vaccinations: 20%

I like to consult doctors via an app or online chat: 20

I prefer alternative healing methods to classical medicine: 16%

None of the above: 3%

Satisfaction with personal health

Satisfied: 54%

Neither satisfied nor dissatisfied: 21%

Very satisfied: 12%

Dissatisfied: 11%

Very dissatisfied: 2%

I'd rather not say that: 0%

Attitudes to travel

I like being in nature when I travel: 60

When I travel, I use my smartphone as a travel guide: 52%

I want to experience something unique when I travel: 47%

When traveling, I always make sure to take the cheapest offer: 30%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 29

Sustainable travel is important to me: 28%

I can't afford a vacation this year: 18

None of the above: 3%

Attitudes towards personal finances

I am fully aware of my financial situation: 67%

I could imagine handling all financial matters exclusively online: 54%

I could imagine managing all my financial matters exclusively via smartphone: 38%

New financial topics, such as crypto and NFTs, fascinate me: 38

I have donated money to charity in the last 12 months: 33

I am worried about my financial future: 30%

If the service is good, I am happy to pay for account management and transactions: 26

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 15%

None of the above: 4%

Own assessment of the personal economic situation

Positive: 42%

Neither positive nor negative: 33%

Negative: 11%

Very positive: 10%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

I am a car enthusiast: 51%

Public transport in my region is good: 40%

The electric infrastructure prevents me from buying an electric car: 35

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 30

There are not enough parking spaces in my neighborhood: 27%

I spend too much time commuting: 26%

None of the above: 3%

Settings for consumer electronics

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 55%

I want the best audio and movie experience on all my devices: 50%

I couldn't live without my smartphone: 46%

I would like to control my home by smartphone or voice: 45%

I buy new electronics, even if my old model still works: 42%

Electronics are a status symbol for me: 25%

I have not been able to buy any new electronic devices in the last 12 months because of a shortage of stock (e.g. laptop)..: 10%

None of the above: 8%

Settings for insurances

I am well informed about my personal insurance contracts: 51%

I could imagine managing my insurance exclusively online: 50%

I trust my insurance company to take care of my claims: 42%

I am willing to automatically share information about my behavior with my insurance company in order to get better rates: 20%

I'm worried that I haven't taken out the right insurance: 15%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 13%

None of the above: 5%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I am often annoyed by advertising on the Internet: 49

I don't mind advertising if I get free content in return: 46

I use ad blockers when surfing the Internet: 39

I have bought products because celebrities or influencers have advertised them: 25

I often have difficulty distinguishing between advertising and content: 6

None of the above: 5%

Digital advertising touchpoints

Search engines: 58%

Social media: 56%

Online stores: 50%

Video platforms: 49%

Brand websites: 33%

Newsletter: 30%

Online magazines/newspapers: 30%

Music streaming platforms: 28%

Video games: 25%

Podcasts: 20%

Blogs / Forums: 16%

I have not come across any digital advertising: 5%

Other(s): 4%

I don't know: 3%

Non-digital advertising touchpoints

On television: 47%

Direct mail / advertising mail: 46%

Directly in the store: 46%

On the radio: 42%

In printed daily newspapers: 31%

In printed magazines: 31%

At the cinema/movie theater: 16%

I haven't come across non-digital ads yet: 6%

Other(s): 3%

I don't know: 3%

Purchases of publishing media (last 12 months)

Books (Print): 31%

None of the above: 28%

Daily newspapers (print): 26%

Magazines (print): 26%

Podcasts: 21%

eBooks: 17%

Weekly newspaper (print): 14%

Use of publishing media (last 12 months)

Podcasts: 48%

Books (Print): 38%

Daily newspapers (print): 34%

Magazines (print): 33%

eBooks: 28%

Weekly newspaper (print): 26%

None of the above: 4%

TV usage by duration (per week)

6 up to 10 hours: 26%

1 up to 5 hours: 20%

11 up to 15 hours: 18%

I do not use this media service: 14%

More than 20 hours: 8%

Less than one hour: 7%

16 up to 20 hours: 7%

I don't know: 0%

Preferences for films and series by genre

Comedies: 63%

Documentaries: 60%

Sport: 45%

Horror: 42%

Dramas: 31%

Reality TV: 13%

Other(s): 8%

Soap operas + telenovas: 5%

I don't know: 0%

TV/video streaming usage by brand

Netflix: 74%

Amazon Prime Video: 72%

Disney+: 48%

YouTube Premium: 26%

Amazon Freevee: 21%

MagentaTV: 21%

Joyn: 15%

Apple TV+: 14%

DAZN: 14%

Sky: 14%

WOW: 14%

Vodafone: 12%

Google Play Store: 8%

PlayStation Video: 8%

Pluto TV: 8%

iTunes: 7%

1&1: 6%

Microsoft Store: 4%

None of the above: 4%

Rakuten TV: 2%

Tubi: 0%

Use of social media by brand

YouTube: 76%

Facebook: 59%

Instagram: 57%

TikTok: 37%

LinkedIn: 29%

X (Twitter): 28%

Twitch: 19%

Pinterest: 18%

Reddit: 17%

Snapchat: 15%

XING: 14%

I use social media irregularly: 6%

Other(s): 5%

Quora: 3%

Tumblr: 3%

BeReal.: 2%

Flickr: 2%

WeChat: 2%

Clubhouse: 1%

Yodel: 1%

Activities in the social media

Private messages sent: 60%

Posts liked or followed by other users: 45%

Commented on posts: 42%

Images / videos / texts / status updates posted: 32%

Posts shared by other users: 29%

Posts from companies liked or followed companies: 27%

Posts from influencers/content creators liked or followed: 25%

I have only used social media passively: 15%

Company posts shared: 14%

Posts shared by influencers / content creators: 13%

I have not used social media: 7%

Other(s): 5%

User typology of social media

Communicator: 69%

Followers: 56%

Multiplier: 39%

Content Poster: 32%

Passive user: 15%

Non-users: 7%

Other(s): 5%

Products/topics talked about online

Computers, smartphones & technology: 37%

Games / Video games: 31%

None of the above: 31%

Movies & series: 30%

Politics: 30%

Music: 26%

Social issues: 26%

Sport: 26%

Vacation & Travel: 25%

Food & drink: 21%

Cars & motorcycles: 17%

Health & Medicine: 15%

Family & children: 13%

Fashion: 13%

Budget: 12%

Books: 11%

Art & Culture: 10%

Celebrities: 9%

Beauty & body care: 6%

Preferences for podcast content by genre

News & Politics: 48%

Business and economy: 47%

Science & Technology: 44%

Comedy: 42%

History: 34%

Sport: 32%

Gaming & e-sports: 29%

Society & Culture: 28%

Health & Fitness: 25%

Cars & Vehicles: 24

Crime & Law: 22%

Advice & self-help: 21%

Music: 20%

Family & Education: 15%

Love & relationships: 13%

VIPs & celebrities: 7%

Religion & Philosophy: 6%

Other(s): 3%

I don't know: 0%

Search engine usage by brand

Google: 96%

Bing: 29%

DuckDuckGo: 18%

Yahoo!: 15%

Ecosia: 11%

AOL: 5%

search.com: 5%

Yandex: 5%

Other(s): 5%

Ask.com: 4%

Baidu: 2%

WebCrawler: 2%

I do not use search engines: 0%

Preferred media formats

Short videos / Reels: 56%

Text: 54%

Long videos: 53%

Audio: 50%

Images / Infographics: 39%

I don't know: 4%

Other(s): 2%

Internet access by type

Broadband (DSL, cable, ...): 73%

Mobile connection via smartphone / tablet: 10%

UMTS / GPRS / LTE router: 10%

the landlord's/neighbor's wireless connection: 5%

Other connection technologies: 1%

Satellite access: 1%

I don't know: 1%

I do not have an internet connection at home: 0%

Internet usage by provider/brand

Telekom: 29%

Vodafone: 27%

1&1: 17%

O2: 11%

Other(s): 5%

Congstar: 2%

EWE: 2%

Pyur: 2%

Starlink: 1%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 81%

Social media: 67%

Video platforms: 66%

News platforms: 61%

Corporate websites: 51%

Newsletter: 44%

Blogs: 18%

None of the above: 3%

Online payments by type

Credit card: 51%

Direct debit: 43%

By invoice: 41%

Debit card: 39%

Prepaid cards / vouchers: 30%

Payment on delivery: 7%

Other(s): 1%

Use of mobile payments by situation

I have never paid with my mobile device: 74%

For everyday purchases (e.g. food): 22%

For food and drinks in restaurants: 17%

For food and drinks in bars and cafés: 15%

For smaller purchases (e.g. decorative items): 14%

For public transport tickets: 11%

For admission tickets: 10%

For travel bookings: 10%

For larger purchases (e.g. washing machine): 5%

Other(s): 2%

I don't know: 0%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 72%

When shopping, I look out for special offers: 68%

I tend to make impulse purchases when I go shopping: 46%

I always store in the same stores: 30%

I don't buy fast fashion (mass-produced cheap clothing): 26%

I often buy clothes that I never wear: 6

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 73%

Customer reviews on the Internet are very helpful: 55%

I would like to see and touch an item before I buy it: 38

I am enthusiastic about using augmented and virtual reality when shopping: 27

When I buy an item, I want to have it in my hands on the same day: 20%

None of the above: 5%

Online shopping by store

Amazon: 84%

eBay: 44%

MediaMarkt: 29%

Zalando: 26%

Otto: 25%

Temu: 25%

Ikea: 22%

Kaufland: 18%

AliExpress: 17%

H+M: 16%

Lidl: 16%

Other(s): 16%

About You: 14%

Saturn: 14%

Store pharmacy: 14%

Apple: 13%

Bonprix: 9%

SHEIN: 7%

I have never bought anything online: 3%

High brand awareness by category

Smartphones: 69

PCs and laptops: 60%

Cars, motorcycles, bicycles: 50%

Shoes: 45%

Household appliances: 44%

Clothing: 43%

Sports + outdoor products: 33%

Food + non-alcoholic drinks: 27

Cosmetics + body care: 26%

Detergents & cleaning agents,: 23%

DIY + garden products: 23%

Furniture + household goods: 20%

Pet supplies: 20%

Bags + luggage: 17%

Accessories: 16

Stationery + hobby supplies: 16%

Toys + baby products: 16%

None of the above: 9%

Sources of inspiration for new products

Search engines (such as Google): 64%

Online stores: 56%

Friends and acquaintances: 54%

In the store: 51%

Customer ratings: 28%

Online forums: 18%

Influencer / Content Creator: 16

Podcasts: 11%

Celebrities: 10%

Blogs: 8%

None of the above: 1%

Information sources for product research

Online stores: 49%

Customer ratings: 38%

Friends and acquaintances: 34%

In the store: 31%

Online forums: 23%

None of the above: 1%

Interest in product categories

Clothing: 59%

Cars: 57%

Books, movies, music & games: 56%

Shoes: 54%

Sports + outdoor products: 49%

DIY + garden products: 45%

Household appliances: 42%

Drugstore + health products: 38%

Furniture + household goods: 38%

Bicycles: 33%

Stationery + hobby supplies: 31%

Cosmetics + body care: 31%

Pet supplies: 31%

Detergents & cleaning agents,: 30%

Motorcycles: 20%

Toys + baby products: 19%

None of the above: 2%

Offline purchases by type

No data found...

No data found...

Purchase criteria for clothing

Quality: 77%

Comfort: 68%

Durability: 63%

Appearance / Style: 61%

Material: 58%

Brand: 34%

Low price: 32%

No use of environmentally harmful raw materials: 21%

Resource-saving production: 18%

Animal welfare: 16%

Fair Trade: 16%

Country of manufacture: 14%

Other(s): 4%

I don't know: 0%

Food consumed regularly

Fruit or vegetables: 81%

Bread and bakery products: 80%

Eggs: 77%

Meat or sausage products: 76%

Dairy products (milk, yogurt, cheese, etc.): 75%

Pasta: 73%

Potatoes: 73%

Rice: 66%

Sweets or chocolate: 61%

Fish or seafood: 50%

Jam or chocolate spread: 48%

Snacks or potato potato chips: 48%

Frozen food: 47%

Ice cream: 44%

Breakfast cereals: 35%

Ready meals: 35%

Milk substitutes (e.g. almond milk and oat yoghurt): 19%

Meat substitute products (e.g. vegan sausages and plant-based burger patties): 18%

None of the above: 0%

Regularly consumed drinks

Coffee: 79%

Bottled water: 67%

Juice: 58%

Soft drinks (e.g. cola, lemonade, iced tea) : 55%

Tea: 54%

Energy drinks: 34%

None of the above: 0%

Grocery shopping by private label

Edeka: 60%

Aldi: 59%

Lidl: 57%

Rewe: 54%

Kaufland: 46%

Penny: 29%

NET: 27%

Netto - brand discount: 23%

Norma: 13%

denns organic market: 10%

MARKET PURCHASE: 10%

Alnatura: 9%

BIO COMPANY: 7%

tegut: 7%

Other(s): 7%

famila: 6%

I do not buy any food or everyday products: 0%

Smartphone by brand

Samsung: 39%

Apple: 29%

Xiaomi/Mi: 10%

Google: 5%

Huawei: 5%

Motorola: 2%

OPPO: 2%

ZTE: 2%

Other(s): 2%

HTC: 1%

Nokia: 1%

OnePlus: 1%

Sony: 1%

Realme: 0%

I don't know: 0%

Use of financial products

Cryptocurrencies (e.g. Bitcoin): 36%

Insurance with investment elements (e.g. life insurance): 35%

Real estate: 32%

Loans: 30%

Precious metals (e.g. gold): 20%

Mortgages: 16%

I don't know: 0%

Persona Source Reference Block
Source references disabled