Sabine, 42 (Generation X)

Sabine, 42
(Generation X)

Housing situation: Residence: Cottbus; Type of residence: Own house; Marital status: married, 1 child

Professional and financial situation: Net household income: 44.300 Euro / year; Profession: Teacher; Education: University degree

Values & Attitudes

Hobbies & Interests: Travel; Reading & Writing; Food & Nutrition; Socializing; Music; Exercise

Important aspects of life: A happy relationship; An honest and respectable life; Protection and safety; Make your own decisions

A look at the personal future: Neither optimistic nor pessimistic

Types of innovation adaptation: Stragglers

Sabine in a nutshell

This health-conscious mom places great importance on work-life balance. Her job is just as important to her as spending time with her family. That’s why she works hard to juggle everything. Sabine embodies pragmatism, a willingness to help others, and a strong need for security. She’s drawn to companies that inspire a sense of security, communicate transparently, and are socially engaged. In her free time, she loves spending time outdoors with her family: whether at a lake in the summer, in the park in the spring and fall, or sledding and skiing in the mountains in the winter. The family prefers to spend their vacations with friends in unique accommodations: on a farm, at an alpine pasture, at a campground, at eco-resorts, in tiny homes, or in a vacation rental owned by friends. It’s important to them to instill their values in their children and guide them in using new media—without the children having to sacrifice their own needs in the process. Socializing, a good neighborhood, slowing down, and relaxed togetherness are important to Sabine—whether it’s summer evenings around a campfire in the garden, winter afternoons playing board games, or dad/mom weekends—so that the other partner at home can “just have some peace and quiet.” When shopping, they don’t count every penny; they buy locally sourced food and are happy to shop for secondhand clothing—not just for the kids.

Media use

Magazine / weekly newspaper consumption by brand: Focus; The Mirror; Star; Image of the woman

Social network usage by brand: Facebook; YouTube; Instagram; Pinterest; Twitter

Use of media services: TV (broadcast / cable / satellite); Radio; Digital video content (download / streaming); Digital music content (download / streaming)

Use of websites and online services by type: Search engines; Online shops; News websites and apps; Video websites and apps (e.g. YouTube)

Settings for...

...food: I actively try to eat healthy; I try to avoid plastic packaging when buying groceries; I try to eat less meat

...mobility: Owning a car is important to me; The public transport system in my area is good; I am a car enthusiast

...Travel: I prefer individual travel plans to package tours; I want to experience something unique on my travels; When I am on holiday, I use my smartphone as a guide

...health topics: I actively do something for my health; I undergo regular medical check-ups; I could imagine consulting doctors via app or online chat

Sources: Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents); Federal Statistical Office; Popular-First-Names.com; Statista; Adobe Stock (Photo)

Save as PDF