Test January 2023 - Update 4 2022 [PREMIUM]

Age: 23

Marital status: Married

Political affiliation: Centre

Type of innovation adaptation: Early majority

Professional and financial situation

Graduate

Net household income: 36.000 to 50.400 euros

Bachelor

Housing situation

Place of residence: Schmallenberg

Region: North Rhine-Westphalia

Type of residence: Freehold house

Impact of the COVID-19 pandemic

I worked more from home

I buy more online (whether products or services)

I avoid personal encounters with other people

Digital Native Vanessa is 23 years old and currently lives together with two roommates in a 70sqm apartment in the bicycle city of Münster. Originally, she comes from the nearby town of Warendorf, where she spent her childhood and youth - and got her first (used) car at 18, which she still uses today, but only for long distances, otherwise she likes to bike a lot. She grew up in a middle-class family with two academic parents and a younger brother. She graduated from the Mariengymnasium in Warendorf with a good grade (2.0). Openness to the world, self-confidence and independence are values that her parents modeled for her: They involved her in decisions, motivated her, praised her. nDirectly after school, Vanessa spent a year in Australia on a work-and-travel. She used this time not only to gain her first work experience and share Australia's beauty with her community on Instagram. For her, her career path also became clear: She likes to write, inspire others - especially on social media. Because, in addition to a good working atmosphere, self-fulfillment and fun at work are especially important to her when choosing a career, she would like to gain a foothold in online marketing after her u0022media and communicationu0022studies (Bachelor) - while still having enough time for her hobbies, because free time is also very important to her. What she also got to know and love in Australia: modern, good vegetarian dishes. Since her work-and-travel, Vanessa has been eating a vegetarian diet and also avoids dairy products most of the time because she has difficulty tolerating lactose.nClassical job advertisements appeal to her the least when it comes to job hunting - what excites her, on the other hand, is recruitainment, preferably via social media. Corporate influencers, employer branding videos with authentic insights, digital campaigns via Snapchat or TikTok, and recommendations from friends or acquaintances.nChallenges: Vanessa wants as much freedom to develop as possible, but still wants a permanent contract (need for security). She is less impressed than her peer group by brands or salary poker, but by changing challenges, good development opportunities, and companies that stand up for their values (-u003e company values and brand positioning become more relevant with increasing age).n

Personal characteristics & attitudes

Hobbies and interests

Meet friends

Outdoor activities

Read

Cooking and baking

Travel

A look at the personal future

Neither optimistic nor pessimistic

Important aspects of life

A happy relationship

Lead an honest and respectable life

Security

Food attitudes

I actively try to eat healthy

I try to eat less meat

I avoid artificial flavorings and preservatives

Attitude towards innovation

I only buy new technologies when they have been proven in practice

I like to stay technologically up to date

I like to try out innovative products

Internet settings

I could no longer imagine a life without the internet

Attitudes towards digital media

Digital services allow me to discover new and exciting content

I want to access my music / movies on all devices (TV, tablet, smartphone, ...)

I prefer digital content because it's easier to manage

Attitudes towards personal finances

I am well informed about my financial situation

I could imagine handling all financial matters exclusively online

I could imagine managing all my financial affairs exclusively via smartphone

Attitudes towards services

I like to organise my life with my smartphone

Attitudes towards health care

I actively do something to stay healthy

Attitudes to travel

When I travel, I use my smartphone as a travel guide

I want to experience something unique when travelling

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

Media use & consumption

Advertising touchpoints

Search engines

Video portals (e.g. YouTube)

Online shops

Use of publishing media

ePaper / Online News Websites

Books (Print)

Podcasts

Consumption of magazines and weeklies by brand

The Mirror

Focus

star

Picture on Sunday

The time

Purchases of ePapers + Online News Website Subscriptions by Brand

bild.de

spiegel.de

focus.de

Handelsblatt.com

süddeutsche.de

Social network usage by brand

Facebook

YouTube

Instagram

Use of social networks by frequency

Daily

Activities on social media

Private messages sent

Posts other users liked

People followed

Commented on posts

Pictures / Videos posted

Social media usage by platform type

Messengers (like WhatsApp,...)

Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...)

Social Networks (like Facebook)

Internet usage by device

Smartphone

Smart TV

Tablet

Internet access by type

Broadband (DSL, cable, ...)

Media usage by channel

(Mobile) Internet

TV

Radio

Website and online service usage by type

Search engines

Online shops

Social media websites and apps

Purchasing settings

When I shop, I look out for special offers

Online shopping settings

Before making a major purchase, I research online

Customer reviews on the internet are very helpful

I usually manage ordinary / recurring orders directly via my smartphone or tablet

Sources of inspiration for new products

Friends and acquaintances

Search engines (such as Google)

Online shops

In store

Social media websites and apps

Information sources for product research

Search engines (such as Google)

Online shops

Customer reviews

Brand Awareness by Category

Consumer electronics

Smartphone

Clothing

Relevance of digital services

Check online if the product is available in the store

Return / exchange in-store products ordered online

Home delivery of products purchased in the store

Online purchases by category

Clothing

Shoes

Consumer electronics (e.g. TV, smartphones)

Online vs. offline product research by category

Consumer electronics (e.g. TV, smartphones)

Household appliances

Clothing

Online payments by brand

PayPal

Smartphone by brand

Apple

Cloud service usage

Online data and images stored

Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...)

Online backup for computers or smartphones

TV content preferences by genre

Docs

News (local or national)

Comedies

Video game preferences by genre

Strategy

Simulators

Action-Adventure

Photo credits

gpointstudio / Adobe Stock