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Nicole, 31 (Millenials / Generation Y)

 

Nicole in a nutshell

For the sporty, health-conscious woman in her mid-thirties, her private life is at least as important as her job - at least since the birth of their son Ben. She pays attention to a good work-life balance and the compatibility of family and career. At the same time, self-fulfilment must not be neglected. That's why time is gold. In her private life, she prefers to buy an overpriced coffee-to-go and sandwich instead of preparing both herself at a fraction of the price - although she pays attention to top quality and recyclable packaging. Both privately and professionally, she maintains an active network of confidants, sparring partners and helpers. Mindfulness, environmental awareness and cosmopolitanism are very important to her. She wants to combine her global economic thinking with her social and ecological conscience. Sophia likes to travel, and attaches great importance to travelling in the most climate-friendly way possible. The tech-savvy mum likes to shop online, using reviews, price comparisons, data on production conditions or product tests. Social media channels play a big role in her consumption: advertising on YouTube or posts on brands' social profiles reach her twice as well as older target groups. She consumes consciously: quality is more important to her than a low price - she also likes to treat herself to a luxury or two if she knows she will get something out of it for longer. In ten to 12 years, Sophia wants to buy a house with her husband and only work part-time. Until then, she wants to advance in her career and is already considered an influential influencer among her colleagues when it comes to important decisions. She attaches great importance to further education and is happy about every tool that saves her time and relieves her of tedious work - both privately and professionally. In her free time, she likes to listen to music, be it via Spotify or, rarely, at a concert or festival. She likes to read and does sport regularly: she alternates gym and yoga classes. She blogs from time to time about topics that are important to her and runs a dinner circle: in her girls' clique, the whole group takes turns cooking at someone's house - trying out different cooking styles from all over the world, with a focus on vegetarian food.

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)

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