Test - Buyer Persona - Update 4 2024 (Basic) - Converter 25.02

DIV COLUMN (left)

Name

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

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

Age

30 - 49 years: 54%

50 - 64 years: 27%

18 - 29 years: 19%

Gender

Male: 78%

Female: 22%

Marital status

Married: 49%

Single / unmarried: 26%

In a relationship: 19%

Divorced / widowed: 5%

I'd rather not say: 1%

State

North Rhine-Westphalia: 21%

Baden-Württemberg: 14%

Bavaria: 14%

Berlin: 10%

Lower Saxony: 8%

Hesse: 7%

Saxony: 5%

Hamburg: 4%

Rhineland-Palatinate: 4%

Brandenburg: 2%

Saarland: 2%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Thuringia: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

5.000 up to 20.000 Inhabitants: 19%

100.000 up to 500.000 Inhabitants: 17%

1.000.000 up to 5.000.000 Inhabitants: 15%

Under 5.000 Inhabitants: 12%

500.000 up to 1.000.000 Inhabitants: 11%

I don't know: 1%

Household size

2 Persons: 28%

3 Persons: 25%

1 Person: 22%

4 Persons: 19%

5 or more persons: 6%

Household constellation

My partner/spouse: 61%

My children: 42%

Living alone: 22%

My parents: 7%

My siblings: 3%

Roommates: 3%

My parents-in-law: 1%

My grandparents: 0%

My grandchildren: 0%

Children under the age of 18 in the household

No children: 55%

1 Child: 25%

2 Children: 17%

3 Children: 3%

4 Children: 0%

5 or more children: 0%

Current accommodation

I live in a rented apartment: 46%

I live in my own home: 35%

I live in my own home: 11%

I live in a rented house: 8%

Pets in the household

Cat: 40%

Dog: 35%

I have no pets: 34%

Fish: 8%

Bird (e.g. budgerigar, parrot): 6%

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 up to 50.400 Euro: 19%

69.600 up to 91.200 Euro: 16%

50.400 up to 69.600 Euro: 15%

26.400 up to 36.000 Euro: 9%

91.200 up to 117.600 Euro: 9%

I'd rather not say that: 9%

More than 148.800 Euro: 7%

Less than 18.000 euros: 5%

117.600 up to 148.800 Euro: 5%

18.000 up to 21.600 Euro: 3%

21.600 up to 26.400 Euro: 3%

Effects of economic circumstances

My cost of living has risen noticeably: 57%

I have tried to spend less money: 52%

My financial situation has deteriorated: 29%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 29%

I have experienced anxiety and feelings of stress: 27%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 21%

I had to use up my household savings to cover my expenses: 17%

None of the above: 12%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 9%

I have lost my job in the last 12 months: 6%

Education level

Vocational training (journeyman / master craftsman): 28%

Bachelor or comparable: 19%

Master's degree or comparable: 19%

University entrance qualification / Abitur: 16%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 13%

Doctoral degree or comparable: 3%

No formal education: 0%

Elementary school: 0%

Number of sick days (last year)

0 Days: 20%

6-10 Days: 16%

4-5 Days: 15%

2-3 Days: 13%

No answer: 13%

11-20 Days: 10%

More than 20 days: 10%

1 Day: 3%

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

State of health

I have no physical limitations or chronic illnesses: 35%

Mental illnesses (e.g. burnout, depression, anxiety): 17%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 16%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 15%

Diabetes: 12%

Blindness or visual impairment: 9%

Other(s): 9%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 8%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 8%

Metabolic syndrome (e.g. obesity, dyslipidemia, insulin resistance): 7%

Deafness or hearing loss: 4%

I'd rather not say: 4%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 3%

Behavior in the healthcare sector

Consulted a family doctor: 65%

Consulted a specialist: 56%

Underwent a medical examination: 41%

Was treated as an outpatient in a hospital: 16%

Consulted an alternative doctor: 13%

Was in inpatient treatment in a hospital: 13%

None of the above: 11%

Has undergone surgery: 10%

Diets and nutrition

I do not follow any dietary rules: 49%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 22%

Lactose-free (i.e. dairy products that do not contain lactose): 10%

Low-carb / no-carb: 10%

Lactose-free (e.g. dairy products that do not contain lactose): 10%

Gluten-free (i.e. no wheat products): 7%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 7%

Gluten-free (i.e. no wheat products): 7%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 7%

Gluten-free (i.e. no wheat products): 7%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 7%

Vegans (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 5%

Vegans (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 5%

Pescetarians (eat fish, but no meat or poultry): 3%

Other(s): 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 56

Outdoor activities: 51%

Meeting friends: 48%

Doing sport and fitness: 47%

Video games: 47%

Travel: 44%

Cooking/baking: 39

Read: 39%

Shopping: 33

Cars & Vehicles: 31

Gardening and plants: 31%

Pets: 30%

DIY, arts & crafts: 28%

Board games / card games: 24

Photography: 20%

Making music: 18%

Meditation / Wellness: 15%

Writing: 12%

Other(s): 4%

I don't know: 0%

Important aspects of life

A happy relationship: 54%

Leading an honest and respectable life: 41%

Security: 38%

Enjoy life: 34%

Making my own decisions: 33%

Be successful: 27%

New learning: 25%

Social justice: 24%

Advance in my career: 14%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 52%

I like to try out innovative products: 47%

I only buy new technologies if they have been tried and tested in practice: 38%

In my circle of friends, I'm usually the first to try out a new technology: 27

The products I buy must meet the highest standards: 26%

Always having the latest technology is important to me: 21%

None of the above: 2%

Types of innovation adaptation

Early majority: 41%

Latecomers: 26%

Early adopters: 20%

Late majority: 10%

Innovators: 3%

Food attitudes

I actively try to eat healthily: 58%

I avoid artificial flavorings and preservatives: 41%

I try to avoid plastic packaging when I buy food: 41%

I try to eat less meat: 41%

Food must be convenient and fast: 25%

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

I don't like cooking: 17%

I have one or more food intolerances: 14%

I can't afford to eat healthily: 10%

None of the above: 4%

Internet settings

It is important to me to have good mobile Internet reception anytime and anywhere: 63%

I could no longer imagine life without the Internet: 61%

Mobile phone reception is good in the area where I live: 54%

I protect my data: 48%

I'm excited about the use of artificial intelligence (AI) applications, such as ChatGPT, in my daily life: 47

I am well protected against viruses and data misuse: 45%

The latest mobile communications standard is very important to me (5G): 37%

I am worried that my data will be misused on the Internet: 36%

Storing confidential data online is too insecure for me: 34%

None of the above: 1%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 61%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 58%

I prefer digital content because it's easier to manage: 54%

Best picture and sound quality is important to me: 52%

It's too expensive to be able to afford all the streaming services I want: 39%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 31%

I use alternative websites and applications to view paid content for free: 22

I do not trust the mainstream media in my country of residence (e.g. news channels): 18

None of the above: 1%

Attitudes towards services

I like to organize my life with my smartphone: 46%

I am happy to pay for services that make my life easier and more convenient: 42%

I tend to book services online: 35%

I prefer services with personal contact: 29%

I am often frustrated by unexpected additional charges at the end of a service booking: 17

None of the above: 13%

I am often dissatisfied with services: 11%

Attitudes towards health care

I actively do something to stay healthy: 62%

I would like to do more for my health: 58%

I undergo regular medical examinations: 53%

I can imagine getting a prescription for cannabis for medical reasons: 40%

Patients have to pay too much for medication and medical treatment: 38%

The healthcare system often lets patients down: 37%

I have little confidence in the safety of vaccinations: 24%

I like to consult doctors via an app or online chat: 24

I prefer alternative healing methods to classical medicine: 17%

None of the above: 2%

Satisfaction with personal health

Satisfied: 51%

Neither satisfied nor dissatisfied: 23%

Very satisfied: 14%

Dissatisfied: 10%

Very dissatisfied: 1%

I'd rather not say that: 0%

Attitudes to travel

I like being in nature when I travel: 57

When I travel, I use my smartphone as a travel guide: 55%

I want to experience something unique when I travel: 48%

When traveling, I always make sure to take the cheapest offer: 32%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 31

I customize my travel plans based on travel requirements and government regulations: 26%

Sustainable travel is important to me: 24%

I can't afford a vacation this year: 17

None of the above: 3%

Attitudes towards personal finances

I am fully aware of my financial situation: 57%

I could imagine handling all financial matters exclusively online: 48%

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

New financial topics, such as crypto and NFTs, fascinate me: 30

I am worried about my financial future: 29%

Online financial services have boosted my confidence in managing my own finances (fintech services to help with banking, budgeting, investing, etc.) 29%

I have donated money to charity in the last 12 months: 28

If the service is good, I am happy to pay for account management and transactions: 27

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 23%

None of the above: 5%

Own assessment of the personal economic situation

Positive: 42%

Neither positive nor negative: 31%

Very positive: 14%

Negative: 9%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 67%

I am a car enthusiast: 49%

Public transport in my region is good: 40%

The electric infrastructure prevents me from buying an electric car: 36

I try to choose more environmentally friendly means of transportation : 34

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 33

There are not enough parking spaces in my neighborhood: 31%

I can imagine getting into a self-driving cab: 30%

Driving is bad for the environment: 27%

I spend too much time commuting: 23%

None of the above: 2%

Settings for consumer electronics

I couldn't live without my smartphone: 53%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 52%

I buy new electronics, even if my old model still works: 49%

I want the best audio and movie experience on all my devices: 49%

I would like to control my home by smartphone or voice: 47%

Electronics are a status symbol for me: 28%

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)..: 7%

None of the above: 4%

Settings for insurances

I am well informed about my personal insurance contracts: 46%

I trust my insurance company to take care of my claims: 41%

I could imagine managing my insurance exclusively online: 37%

I could benefit from getting advice from an insurance expert (e.g. on premiums, insurance cover): 27%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 22%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 19%

I could imagine consulting a digital program based on algorithms (RoboAdvisor) when it comes to insurance: 17%

I'm worried that I haven't taken out the right insurance: 17%

None of the above: 7%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 49

I am often annoyed by advertising on the Internet: 45

It annoys me when I receive online ads based on my search history: 35

I use ad blockers when surfing the Internet: 34

I don't mind if companies use my personal data for advertising: 27

I have bought products because celebrities or influencers have advertised them: 26

I am excited about using the metaverse (immersive virtual world): 24

I often have difficulty distinguishing between advertising and content: 10

None of the above: 3%

Digital advertising touchpoints

Smartphone: 99%

TV: 92%

Headphones: 90%

Notebook: 86%

Printers / copiers: 77%

Tablet: 77%

Loudspeaker: 74%

Desktop PC: 64%

Radio: 57%

Digital camera: 51%

Music system (hi-fi/stereo): 50%

eReader: 29%

None of the above: 0%

Digital advertising touchpoints

Video portals (e.g. YouTube): 57%

Search engines: 52%

Social media websites and apps: 47%

Online stores: 45%

Video streaming services (e.g. Netflix, Amazon Prime): 43%

Websites and apps of brands and products: 35%

Video games (smartphone / tablet / console / PC / smart TV): 33%

Newsletter: 28%

Editorial websites and apps (e.g. news sites and magazines): 27%

Other apps (smartphone / tablet / console / PC / smart TV): 26%

Other(s): 26%

Music portals and streaming services (e.g. Spotify): 26%

Podcasts: 20%

Blogs / Forums: 15%

I have not come across any digital advertising: 3%

I don't know: 2%

Non-digital advertising touchpoints

On billboards, screens and other advertising spaces on the move (including on public transport): 47%

Direct mail / advertising mail: 43%

Directly in the store: 43%

On television: 42%

On the radio: 39%

In printed magazines: 29%

In printed daily newspapers: 28%

At the cinema/movie theater: 20%

I don't know: 5%

I haven't come across non-digital ads yet: 5%

Other(s): 4%

Purchases of publishing media (last 12 months)

Books (Print): 29%

Audiobooks (download / streaming): 29%

eBooks: 27%

Podcasts: 24%

None of the above: 24%

Daily newspapers (print): 23%

Magazines (print): 23%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 20%

Online news websites and apps / ePaper: 19%

Weekly newspaper (print): 18%

Use of publishing media (last 12 months)

Podcasts: 47%

Audiobooks (Download): 44%

Books (Print): 38%

eBooks: 36%

Daily newspapers (print): 33%

Magazines (print): 30%

Weekly newspaper (print): 26%

None of the above: 6%

TV subscription by brand

Vodafone: 28%

MagentaTV: 23%

Sky: 11%

1&1: 9%

Deutsche Glasfaser TV: 6%

waipu.tv: 6%

Other(s): 5%

Freenet TV: 3%

Joyn: 2%

Pyur: 1%

I don't know: 1%

TV usage by duration (per week)

1 up to 5 hours: 22%

I do not use this media service: 22%

6 up to 10 hours: 19%

11 up to 15 hours: 11%

More than 20 hours: 10%

16 up to 20 hours: 8%

Less than one hour: 7%

I don't know: 0%

Preferences for films and series by genre

Comedies: 65%

Documentaries: 61%

Thriller / Mystery / Crime thriller: 58%

Science fiction and fantasy: 55%

Sport: 48%

News (local or national): 44%

Horror: 40%

Dramas: 37%

Animation (cartoons, anime,...): 36%

Music videos & shows: 30%

Game shows: 24%

Reality TV: 24%

Talk shows: 23%

Children's programs: 18%

Soap operas + telenovas: 11%

Other(s): 8%

Religious: 7%

I don't know: 0%

Use of social media by brand

YouTube: 75%

Instagram: 62%

Facebook: 61%

TikTok: 43%

LinkedIn: 28%

X (Twitter): 28%

Pinterest: 23%

Snapchat: 21%

Twitch: 21%

Reddit: 17%

XING: 12%

BeReal.: 6%

Other(s): 5%

Quora: 4%

Tumblr: 4%

Clubhouse: 3%

Flickr: 3%

Yodel: 3%

WeChat: 3%

I use social media irregularly: 3%

Activities in the social media

Private messages sent: 61%

Posts liked or followed by other users: 48%

Commented on posts: 45%

Images / videos / texts / status updates posted: 36%

Posts shared by other users: 32%

Posts from influencers/content creators liked or followed: 31%

Posts from companies liked or followed companies: 30%

Posts shared by influencers / content creators: 17%

Company posts shared: 15%

I have only used social media passively: 12%

Other(s): 6%

I have not used social media: 3%

User typology of social media

Communicator: 71%

Followers: 63%

Multiplier: 44%

Content Poster: 36%

Passive user: 12%

Other(s): 6%

Non-users: 3%

Products/topics talked about online

Computers, smartphones & technology: 40%

Movies & series: 37%

Games / Video games: 35%

Music: 34%

Sport: 34%

Vacation & Travel: 31%

Politics: 27%

Food & drink: 25%

Social issues: 23%

Fashion: 20%

Health & Medicine: 19%

None of the above: 19%

Cars & motorcycles: 18%

Books: 17%

Budget: 17%

Beauty & body care: 16%

Family & children: 16%

Art & Culture: 15%

Celebrities: 15%

Preferences for podcast content by genre

Comedy: 43%

Science & Technology: 40%

Business and economy: 39%

Health & Fitness: 35%

Film & TV: 34%

News & Politics: 34%

History: 33%

Music: 32%

Advice & self-help: 31%

Gaming & e-sports: 29%

Sport: 28%

Society & Culture: 27%

Cars & Vehicles: 25

Crime & Law: 24%

Family & education: 22%

Love & Relationships: 19%

personal finances: 14%

Religion & Philosophy: 12%

VIPs & celebrities: 10%

Other(s): 5%

I don't know: 0%

Search engine usage by brand

Google: 95%

Bing: 31%

Yahoo!: 22%

DuckDuckGo: 18%

Ecosia: 10%

search.com: 7%

AOL: 6%

Ask.com: 6%

Baidu: 5%

Yandex: 5%

Other(s): 4%

WebCrawler: 2%

I do not use search engines: 1%

Internet access by type

Broadband (DSL, cable, ...): 61%

Mobile connection via smartphone / tablet: 16%

UMTS / GPRS / LTE router: 13%

the landlord's/neighbor's wireless connection: 6%

Other connection technologies: 2%

Satellite access: 1%

I don't know: 0%

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

Internet usage by provider/brand

Telekom: 33%

Vodafone: 32%

1&1: 13%

O2: 7%

Other(s): 6%

Pyur: 3%

EWE: 2%

M-Net: 2%

Congstar: 1%

Unitymedia: 1%

Maingau: 0%

primacall: 0%

smartmobil.de: 0%

Starlink: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 70%

Social media websites and apps: 62%

News websites and apps: 52%

Corporate websites and apps: 48%

Newsletter: 33%

Blogs: 21%

None of the above: 3%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 77%

Credit card: 53%

Direct debit: 53%

By invoice: 51%

Debit card: 49%

Prepaid cards / vouchers: 29%

Cash in advance: 23%

Payment on delivery: 12%

Other(s): 2%

I have not made any payments online: 1%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 68%

When shopping, I look out for special offers: 67%

Being well dressed is very important to me: 56%

I tend to make impulse purchases when I go shopping: 52%

I always store in the same stores: 29%

I don't buy fast fashion (mass-produced cheap clothing): 21%

I often buy clothes that I never wear: 15

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 67%

Customer reviews on the Internet are very helpful: 57%

I prefer to buy goods from different sellers via the same online marketplace (e.g. Amazon): 39

I usually manage regular / recurring orders directly via my smartphone or tablet: 39%

I would like to see and touch an item before I buy it: 27

I am enthusiastic about using augmented and virtual reality when shopping: 26

When I order something, I prefer express delivery: 26%

I usually make larger new purchases directly via my smartphone or tablet: 23

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

None of the above: 1%

High brand awareness by category

Smartphones: 68

PCs and laptops: 57%

TV and hi-fi: 53%

Shoes: 47%

Cars, motorcycles, bicycles: 46%

Clothing: 43%

Household appliances: 41%

Sports + outdoor products: 30%

Cosmetics + body care: 29%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 27

Food + non-alcoholic drinks: 27

Detergents & cleaning agents,: 25%

DIY + garden products: 21%

Furniture + household goods: 20%

Pet supplies: 20%

Accessories: 18

Bags + luggage: 18%

Toys + baby products: 16%

Stationery + hobby supplies: 15%

None of the above: 7%

Sources of inspiration for new products

Search engines (such as Google): 61%

Friends and acquaintances: 52%

Online stores: 52%

Social media websites and apps: 43%

In the store: 42%

Video websites and apps (such as YouTube): 41%

Price comparison websites: 35%

Brand websites and apps: 34%

Customer ratings: 26%

Magazines and newspapers: 25%

Online forums: 24%

Influencer / Content Creator: 22

Voucher and deal websites and apps: 21%

Magazine and newspaper websites and apps: 21%

Podcasts: 17%

Celebrities: 15%

Blogs: 12%

Question/answer websites and apps: 8%

None of the above: 2%

Information sources for product research

Online stores: 48%

Price comparison websites: 38%

Brand websites and apps: 34%

Customer ratings: 34%

In the store: 31%

Friends and acquaintances: 27%

Online forums: 23%

Social media websites and apps: 22%

Voucher and deal websites and apps: 14%

Magazine and newspaper websites and apps: 14%

Magazines and newspapers: 13%

Question/answer websites and apps: 11%

None of the above: 1%

Interest in product categories

Clothing: 64%

Shoes: 62%

Books, movies, music & games: 59%

Cars: 57%

Sports + outdoor products: 51%

Drugstore + health products: 46%

Household appliances: 45%

Furniture + household goods: 43%

Cosmetics + body care: 42%

DIY + garden products: 42%

Stationery + hobby supplies: 36%

Bicycles: 35%

Detergents & cleaning agents,: 33%

Pet supplies: 32%

Motorcycles: 21%

Toys + baby products: 21%

None of the above: 1%

Offline purchases by type

Drugstore / Perfumery: 65%

Clothes / shoe store: 64%

Pharmacy: 63%

DIY / garden market: 57%

Electronics store: 54%

Department store: 47%

Sports store: 44%

Furniture store: 42%

Bookstore: 33%

Furnishing and decoration store: 26%

Jewelry store / jeweler: 24%

Wholesale: 21%

None of the above: 5%

Purchase criteria for clothing

Quality: 79%

Comfort: 63%

Appearance / Style: 62%

Shelf life: 56%

Material: 55%

Brand: 41%

Low price: 28%

Animal welfare: 22%

No use of environmentally harmful raw materials: 21%

Fair Trade: 19%

Country of manufacture: 16%

Resource-saving production: 13%

Other(s): 1%

I don't know: 1%

Food shopping by type

Supermarket (usual size): 82%

Discounter: 65%

Bakery or bistro: 51%

Delicatessen counters in supermarkets: 39%

Supermarket (Large): 38%

Pharmacy: 37%

Farmers' market: 28%

Health food store: 23%

Online store / online retail: 16%

Mini-market / kiosk: 13%

Food voucher providers: 7%

Other(s): 2%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 78%

Baked goods: 73%

Potatoes: 70%

Eggs: 68%

Pasta: 68%

Dairy products (milk / yogurt / cheese / etc.): 64%

Meat + sausage products: 63%

Rice: 59%

Sweets + chocolate: 56%

Snacks + potato potato chips: 46%

Jam + chocolate spread: 42%

Fish + seafood: 41%

Ice cream: 40%

Breakfast cereals: 38%

Frozen ready meals: 38%

Ready meals: 31%

Milk substitutes (e.g. almond milk / oat yoghurt): 24%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 23%

None of the above: 1%

Regularly consumed drinks

Coffee: 72%

Bottled water: 63%

Tea: 57%

Juice: 55%

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

Beer: 49%

Energy drinks: 32%

Spirits: 24%

Non-alcoholic beer: 23%

Sparkling wine: 16%

Wine: 10%

Cider + rice wine: 10%

Non-alcoholic sparkling wine: 10%

Non-alcoholic wine: 10%

Hard seltzer (carbonated water with alcohol): 8%

None of the above: 1%

Grocery shopping by private label

Edeka: 61%

Lidl: 60%

Aldi: 57%

Rewe: 56%

Kaufland: 44%

Penny: 31%

NET: 30%

Netto - brand discount: 25%

MARKET PURCHASE: 15%

Norma: 14%

denns organic market: 11%

Alnatura: 10%

BIO COMPANY: 7%

famila: 7%

tegut: 5%

Other(s): 5%

Myreal: 4%

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

Smartphone by brand

Apple: 35%

Samsung: 34%

Xiaomi/Mi: 11%

Google: 4%

Huawei: 4%

Motorola: 2%

OPPO: 2%

Sony: 2%

Nokia: 1%

OnePlus: 1%

Other(s): 1%

HTC: 0%

Realme: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Current accounts: 78%

Credit cards: 61%

Savings accounts: 53%

Equity investments (shares / investment funds): 33%

Cryptocurrencies (e.g. Bitcoin): 30%

Loans: 30%

Construction financing: 26%

Real estate: 25%

Insurance with investment elements (e.g. life insurance): 21%

Precious metals (e.g. gold): 16%

Mortgages: 14%

Other investments: 13%

I don't know: 0%

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

Persona Source Reference Block
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