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

The health-conscious mom attaches great importance to work-life balance. Her job is just as important to her as spending time with her family. That's why she struggles to reconcile everything. Pragmatism, a willingness to help and a high need for security come together in Sabine's case. She is enthusiastic about companies that provide security, communicate transparently and are socially committed. In her free time, she loves being out and about in nature with her family: whether at the quarry pond in summer, in the park in spring and fall, or tobogganing and skiing in the mountains in winter. The family prefers to spend their vacations with friends in special accommodations: On a farm, an alpine pasture, at a campsite, eco resorts, Tiny Homes or in a vacation home of friends. It is important to them to pass on their values to their children and to help them deal with new media - without having to compromise on their needs. Sociability, a good neighborhood, slowing down and relaxed togetherness are important to Sabine, sometimes on summer evenings around the campfire in the garden or in winter at board game afternoons or at father/mother weekends - so the other partner at home "just has their peace and quiet". When shopping, they don't watch every penny, buy food from the region and also like to buy second-hand clothes - and not just for the children.

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)

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