Nicole, 31 (Millenials / Generation Y)

Nicole, 31

Housing situation: Place of residence: Bochum; Type of housing: Rental flat; Marital status: single, 1 child

Professional and financial situation: Net household income: 36.700 Euro / year; Profession: Bank clerk; Education: Vocational training

Values & Attitudes

Hobbies & Interests: Music; Travel; Food & Nutrition; Health and Fitness; Socializing

Important aspects of life: A happy relationship; Protection and safety; Have a good time; An honest and respectable life

A look at the personal future: Quite optimistic

Types of innovation adaptation: Early majority

Nicole in a nutshell

For this athletic, health-conscious woman in her mid-thirties, her personal life is just as important as her job—especially since the birth of her son Ben. She prioritizes a healthy work-life balance and the ability to juggle family and career. At the same time, she makes sure her personal fulfillment doesn’t take a back seat. That’s why time is money. In her personal life, she’d rather buy an overpriced coffee-to-go with a sandwich than make both herself for a fraction of the price—though she does insist on top quality and recyclable packaging. Both personally and professionally, she maintains an active network of confidants, sparring partners, and supporters. Mindfulness, environmental awareness, and an open-minded attitude are very important to her. She wants to combine her global economic thinking with her social and ecological conscience. Nicole loves to travel, placing great importance on traveling as climate-friendly as possible. The tech-savvy mom enjoys shopping online and makes good use of reviews, price comparisons, data on production conditions, and product tests. Social media channels play a major role in her consumption: Ads on YouTube or posts on brands’ social media profiles reach her twice as effectively as they do older target groups. She consumes consciously: quality is more important to her than a low price—she also likes to treat herself to the occasional luxury item if she knows she’ll get more use out of it. In ten to twelve years, Nicole wants to buy a house with her husband and work only part-time. Until then, she wants to advance in her career and is already regarded by her colleagues as an influential figure in important decisions. She places great value on professional development and welcomes any tool that saves her time and takes care of tedious tasks—both personally and professionally. In her free time, she enjoys listening to music, whether on Spotify or, on rare occasions, at a concert or festival. She enjoys reading and works out regularly, alternating between the gym and yoga classes. She blogs occasionally about topics that are important to her and runs a dinner circle: in her group of girlfriends, the whole group takes turns cooking at someone’s home—trying out a wide variety of cooking styles from all over the world, with a focus on vegetarian dishes.

Media use

Magazine / weekly newspaper consumption by brand: The Mirror; Focus; Star; Picture on Sunday

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

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

Use of websites and online services by type: Search engines; Online shops; Social media 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: When I am on holiday, I use my smartphone as a guide; I want to experience something unique on my travels; When it comes to travel, I always look for the best deal

...health topics: I actively do something for my health; I want to do more for my health; 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)