Test - Candidate Persona - Update 3 2024 (Basic)

Living situation

Name: Name (male): Jan, Daniel, Florian, Christian, Philipp; Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age: 30 - 49 years: 67%; 50 - 64 years: 22%; 18 - 29 years: 10%

Gender: Male: 64%; Female: 36%

Marital status: Married: 67%; Single / unmarried: 20%; In a relationship: 11%; Divorced / widowed: 2%; I'd rather not say: 0%

State: Berlin: 24%; North Rhine-Westphalia: 16%; Bavaria: 14%; Baden-Württemberg: 11%; Hesse: 7%; Lower Saxony: 6%; Saxony: 5%; Hamburg: 4%; Rhineland-Palatinate: 3%; Saxony-Anhalt: 3%; Brandenburg: 2%; Bremen: 1%; Mecklenburg-Western Pomerania: 1%; Saarland: 1%; Schleswig-Holstein: 1%; Thuringia: 1%

Size of residence: 1.000.000 up to 5.000.000 Inhabitants: 33%; 20.000 up to 100.000 Inhabitants: 18%; 100.000 up to 500.000 Inhabitants: 17%; 500.000 up to 1.000.000 Inhabitants: 14%; 5.000 up to 20.000 Inhabitants: 11%; Under 5.000 Inhabitants: 8%; I don't know: 0%

Household size: 4 Persons: 35%; 3 Persons: 23%; 2 Persons: 20%; 1 Person: 16%; 5 or more persons: 6%

Household constellation: My partner/spouse: 74%; My children: 59%; Living alone: 16%; My parents: 4%; Roommates: 2%; My siblings: 1%; My parents-in-law: 0%; My grandparents: 0%; My grandchildren: 0%

Children under the age of 18 in the household: No children: 44%; 1 Child: 27%; 2 Children: 24%; 3 Children: 5%; 4 Children: 0%; 5 or more children: 0%

Current accommodation: I live in my own home: 49%; I live in a rented apartment: 33%; I live in my own home: 11%; I live in a rented house: 7%

Pets in the household: Cat: 41%; Dog: 39%; I have no pets: 33%; Fish: 11%; Bird (e.g. budgerigar, parrot): 6%; Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 5%; Reptile (e.g. lizard, snake, turtle): 3%; Insect (e.g. spider): 2%; Other(s): 1%

Annual household income: 69.600 up to 91.200 Euro: 18%; 91.200 up to 117.600 Euro: 17%; 50.400 up to 69.600 Euro: 14%; More than 148.800 Euro: 14%; 36.000 up to 50.400 Euro: 10%; 117.600 up to 148.800 Euro: 8%; I'd rather not say that: 8%; 26.400 up to 36.000 Euro: 4%; Less than 18.000 euros: 3%; 21.600 up to 26.400 Euro: 2%; 18.000 up to 21.600 Euro: 1%

Effects of economic circumstances: My cost of living has risen noticeably: 50%; I have tried to spend less money: 42%; My financial situation has deteriorated: 25%; I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 24%; I have experienced anxiety and feelings of stress: 23%; None of the above: 23%; I am worried that I will not be able to pay my bills (e.g. rent, utilities): 14%; I had to use up my household savings to cover my expenses: 14%; I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 8%; I have lost my job in the last 12 months: 6%

Education level: Bachelor or comparable: 50%; Master's degree or comparable: 45%; Doctoral degree or comparable: 6%; No formal education: 0%; Elementary school: 0%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%; University entrance qualification / Abitur: 0%; Vocational training (journeyman / master craftsman): 0%

Number of sick days (last year): 0 Days: 29%; 2-3 Days: 18%; 6-10 Days: 14%; 4-5 Days: 13%; No answer: 10%; 11-20 Days: 9%; 1 Day: 4%; More than 20 days: 4%; I do not work / do not go to school or university: 0%

Diets and nutrition: I do not follow any dietary rules: 39%; Flexitarians (mainly plant-based foods, occasionally also meat and fish): 27%; Low-carb / no-carb: 16%; Gluten-free: 13%; Other(s): 8%

Facts for recruiting

Where are you looking for new jobs or open for job opportunities?

XING: 52.3%

LinkedIn: 47.7%

Job boards such as StepStone and Co.: 47.7%

Websites: 36.4%

Career website of companies: 31.8%

Specialist job boards: 22.7 %

Classifieds portals: 20.5%

Apps: 18.2%

Trade media: 15.9%

Direct contact by e-mail: 15.9%

Search engine advertising: 15.6%

None of these: 13.6%

YouTube: 11.4%

Direct approach via message in social networks: 11.4%

Direct approach by telephone: 11.2%

Facebook: 9.1%

Banner advertising: 9.0%

Instagram: 6.8%

TikTok: 2.3%

Pinterest: 1.5%

What is your favorite way to apply?

By e-mail: 40.9%

Via the career website: 15.9%

Via a job exchange: 11.4%

No preference: 11.4%

By post: 9.1%

Via social media: 4.5%

Via smartphone: 2.9%

None of these: 2.3%

What makes a good application process for you?

I would like quick feedback (confirmation of receipt, announcement of how to proceed and when): 59.1%

The texts must be formulated in an appealing way: 45.5%

It has to be quick (maximum 10-20 minutes): 34.1%

I would like video insights into the company as part of the job advertisement: 16.2%

The photos accompanying the job advertisement should show authentic employees: 20.5%

Mobile-optimized application process: 15.9%

What has ever stopped you from applying for a job?

I had to register to apply: 36.4%

The text was badly worded: 31.8%

The application process was too cumbersome: 27.3%

The pictures looked like something out of a catalog: 27.3%

The text struck me as a standard tender: 22.7%

I didn't like the layout: 18.2%

None of this / I have never been in this situation: 13.6%

The text was too long: 13.2%

The page I wanted to apply to was not mobile-optimized: 11.4%

What content are companies most likely to use to make you aware of new jobs?

Insights behind the scenes of the company (as video, photo, text): 36.4%

Short videos: 31.8%

Events on site (trade fairs,...): 30.9%

Social media content: 25.0%

Infographics: 22.7%

Lectures & webinars: 22.3%

Short photo/text combinations: 20.5%

Digital / hybrid events: 19.5%

Podcasts: 15.9%

eBooks / Whitepapers: 11.4%

Useful content (tips, tricks,...): 9.1%

None of the above: 6.8%

Quizzes, games, challenges: 4.5%

Personal characteristics & attitudes

Hobbies and interests: Outdoor activities: 53%; Travel: 51%; Doing sport and fitness: 50%; Read: 48%; Meeting friends: 45%; Video games: 41%; Gardening and plants: 33%; DIY and arts and crafts: 31%; Pets: 27%; Photography: 25%; Making music: 22%; Writing: 17%; Other(s): 5%; I don't know: 1%

Important aspects of life: A happy relationship: 47%; Making my own decisions: 37%; Leading an honest and respectable life: 36%; Security: 35%; New learning: 33%; Enjoy life: 32%; Be successful: 28%; Social justice: 22%; Advance in my career: 19%; Traditions: 11%

Attitude towards innovation: I like to keep up with the latest technology: 60%; I like to try out innovative products: 55%; The products I buy must meet the highest standards: 36%; I only buy new technologies if they have been tried and tested in practice: 34%; Always having the latest technology is important to me: 30%; None of the above: 1%

Types of innovation adaptation: Early majority: 36%; Early adopters: 30%; Latecomers: 18%; Late majority: 11%; Innovators: 5%

Food attitudes: I actively try to eat healthily: 66%; I avoid artificial flavorings and preservatives: 50%; I try to avoid plastic packaging when I buy food: 45%; I try to eat less meat: 41%; Food must be convenient and fast: 26%; I have one or more food intolerances: 21%; I don't like cooking: 16%; None of the above: 1%

Internet settings: It is important to me to have good mobile Internet reception anytime and anywhere: 68%; I could no longer imagine life without the Internet: 67%; I protect my data: 53%; I am well protected against viruses and data misuse: 51%; The latest mobile communications standard is very important to me (5G): 45%; Storing confidential data online is too insecure for me: 37%; None of the above: 1%

Attitudes towards digital media: Digital services enable me to discover new and exciting content: 64%; I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 61%; I prefer digital content because it's easier to manage: 59%; Best picture and sound quality is important to me: 56%; It's too expensive to be able to afford all the streaming services I want: 31%; I use alternative websites or apps to consume paid content for free: 25%; None of the above: 2%

Attitudes towards services: I like to organize my life with my smartphone: 48%; I am happy to pay for services that make my life easier and more convenient: 47%; I tend to book services online: 47%; I prefer services with personal contact: 33%; None of the above: 16%; I am often dissatisfied with services: 9%

Attitudes towards health care: I actively do something to stay healthy: 71%; I would like to do more for my health: 63%; I undergo regular medical examinations: 56%; I can imagine getting a prescription for cannabis for medical reasons: 39%; The healthcare system often lets patients down: 32%; Patients have to pay too much for medication and medical treatment: 29%; I prefer alternative healing methods to classical medicine: 21%; None of the above: 1%

Satisfaction with personal health: Satisfied: 54%; Very satisfied: 21%; Neither satisfied nor dissatisfied: 15%; Dissatisfied: 9%; Very dissatisfied: 1%; I'd rather not say that: 0%

Attitudes to travel: When I travel, I use my smartphone as a travel guide: 69%; I want to experience something unique when I travel: 51%; Sustainable travel is important to me: 32%; When traveling, I always make sure to take the cheapest offer: 31%; None of the above: 1%

Attitudes towards personal finances: I am fully aware of my financial situation: 57%; I could imagine handling all financial matters exclusively online: 49%; I could imagine managing all my financial matters exclusively via smartphone: 37%; I am worried about my financial future: 24%; None of the above: 7%

Own assessment of the personal economic situation: Positive: 45%; Very positive: 26%; Neither positive nor negative: 22%; Negative: 6%; Very negative: 1%; I don't know: 0%

Attitudes towards mobility: Owning a car is important to me: 68%; I am a car enthusiast: 50%; Public transport in my region is good: 48%; I can imagine getting into a self-driving cab: 38%; There are not enough parking spaces in my neighborhood: 34%; Driving is bad for the environment: 30%; I spend too much time commuting: 28%; None of the above: 1%

Attitudes towards mobility: Owning a car is important to me: 68%; I am a car enthusiast: 50%; Public transport in my region is good: 48%; I can imagine getting into a self-driving cab: 38%; There are not enough parking spaces in my neighborhood: 34%; Driving is bad for the environment: 30%; I spend too much time commuting: 28%; None of the above: 1%

Media use & consumption

Settings for online advertising: No data found...

No data found...

Digital advertising touchpoints: Search engines: 54%; Social media websites and apps: 48%; Online stores: 46%; Websites and apps of brands and products: 39%; Editorial websites and apps (e.g. news sites and magazines): 37%; Video games (smartphone / tablet / console / PC / smart TV): 37%; Newsletter: 31%; Music portals and streaming services (e.g. Spotify): 28%; Other apps (smartphone / tablet / console / PC / smart TV): 25%; Other(s): 25%; Blogs / Forums: 24%; 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): 55%; Direct mail / advertising mail: 47%; Directly in the store: 47%; On television: 47%; On the radio: 41%; In printed magazines: 38%; In printed daily newspapers: 36%; At the cinema/movie theater: 31%; Other(s): 5%; I haven't come across non-digital ads yet: 5%; I don't know: 3%

Purchases of publishing media (last 12 months): Audiobooks (download / streaming): 41%; eBooks: 38%; Books (Print): 37%; Podcasts: 35%; Online news websites and apps / ePaper: 31%; Daily newspapers (print): 30%; eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 30%; Magazines (print): 27%; Weekly newspaper (print): 24%; None of the above: 15%

Use of publishing media (last 12 months): Audiobooks (Download): 57%; Podcasts: 56%; eBooks: 52%; Books (Print): 48%; Daily newspapers (print): 38%; Weekly newspaper (print): 35%; Magazines (print): 35%; None of the above: 1%

TV subscription by brand: Vodafone: 15%; Deutsche Glasfaser TV: 14%; MagentaTV: 14%; 1&1: 9%; Freenet TV: 4%; Sky: 4%; Other(s): 3%; Joyn: 1%; Pyur: 1%; I don't know: 0%; waipu.tv: 0%

TV usage by duration (per week): I do not use this media service: 26%; 1 up to 5 hours: 22%; 6 up to 10 hours: 17%; 11 up to 15 hours: 11%; 16 up to 20 hours: 9%; Less than one hour: 8%; More than 20 hours: 7%; I don't know: 0%

Preferences for films and series by genre: Comedies: 66%; Documentaries: 66%; Science fiction and fantasy: 53%; Thriller / Mystery / Crime thriller: 50%; Dramas: 45%; Sport: 45%; News (local or national): 44%; Animation (cartoons, anime,...): 41%; Music videos & shows: 34%; Talk shows: 29%; Horror: 28%; Game shows: 22%; Children's programs: 22%; Reality TV: 22%; Soap operas + telenovas: 12%; Other(s): 9%; Religious: 7%; I don't know: 0%

Use of social media by brand: YouTube: 75%; Instagram: 62%; Facebook: 60%; LinkedIn: 41%; TikTok: 37%; X (Twitter): 36%; Pinterest: 20%; Reddit: 18%; Snapchat: 18%; Twitch: 18%; XING: 18%; BeReal.: 6%; Quora: 6%; Tumblr: 6%; WeChat: 6%; Flickr: 5%; Yodel: 5%; Clubhouse: 4%; Other(s): 3%; I use social media irregularly: 3%

Activities in the social media: Private messages sent: 63%; Posts liked or followed by other users: 48%; Commented on posts: 46%; Images / videos / texts / status updates posted: 37%; Posts shared by other users: 32%; Posts from influencers/content creators liked or followed: 32%; Posts from companies liked or followed companies: 31%; Company posts shared: 21%; Posts shared by influencers / content creators: 18%; I have only used social media passively: 11%; Other(s): 5%; I have not used social media: 4%

User typology of social media: Communicator: 72%; Followers: 63%; Multiplier: 46%; Content Poster: 37%; Passive user: 11%; Other(s): 5%; Non-users: 4%

Products/topics talked about online: Movies & series: 44%; Computers, smartphones & technology: 42%; Music: 39%; Sport: 38%; Politics: 36%; Games / Video games: 34%; Vacation & Travel: 33%; Books: 30%; Food & drink: 30%; Cars & motorcycles: 29%; Social issues: 28%; Art & Culture: 25%; Health & Medicine: 25%; Beauty & body care: 24%; Fashion: 23%; Budget: 23%; Celebrities: 21%; None of the above: 21%; Family & children: 20%

Internet access by type: Broadband (DSL, cable, ...): 60%; UMTS / GPRS / LTE router: 19%; Mobile connection via smartphone / tablet: 11%; the landlord's/neighbor's wireless connection: 7%; Other connection technologies: 1%; Satellite access: 1%; I do not have internet connection at home: 1%; I don't know: 0%

Internet usage by provider/brand: Vodafone: 29%; Telekom: 22%; 1&1: 9%; O2: 9%; M-Net: 4%; Pyur: 3%; smartmobil.de: 1%; Unitymedia: 1%; Other(s): 1%; Congstar: 1%; Maingau: 1%; Starlink: 0%; I don't know: 0%; EWE: 0%; primacall: 0%

Website and online service usage by type: Online stores: 69%; Social media websites and apps: 60%; News websites and apps: 57%; Search engines: 54%; Corporate websites and apps: 53%; Newsletter: 43%; Blogs: 33%; None of the above: 3%

Online payments by type: Online payment services (e.g. PayPal, Google Pay, Klarna): 81%; Credit card: 67%; Debit card: 51%; Direct debit: 49%; By invoice: 48%; Prepaid cards / vouchers: 35%; Cash in advance: 26%; Payment on delivery: 17%; Other(s): 1%; I have not made any payments online: 1%

Purchasing settings: Clothing and shoes must be comfortable first and foremost: 72%; Being well dressed is very important to me: 66%; When shopping, I look out for special offers: 65%; I tend to make impulse purchases when I go shopping: 41%; I always store in the same stores: 32%; None of the above: 0%

Online shopping settings: Before making a major purchase, I research online: 64%; Customer reviews on the Internet are very helpful: 57%; I usually manage regular / recurring orders directly via my smartphone or tablet: 39%; When I order something, I prefer express delivery: 31%; When I buy an item, I want to have it in my hands on the same day: 28%; None of the above: 1%

High brand awareness by category: No data found...