B2B: SME Mechanical Engineering CEO - Buyer Persona - Update 4 2024 [Target Group Matrix]

DIV COLUMN (left)

Name

Name (male): Thomas, Michael, Andreas, Stefan, Frank

Name (female): Sabine, Susanne, Claudia, Petra, Andrea

Age

30 - 49 years: 65%

50 - 64 years: 35%

18 - 29 years: 0%

Gender

Male: 100%

Female: 0%

Marital status

Married: 78%

In a relationship: 13%

Single / unmarried: 5%

Divorced / widowed: 4%

I'd rather not say: 0%

State

Baden-Württemberg: 19%

North Rhine-Westphalia: 18%

Bavaria: 16%

Berlin: 14%

Lower Saxony: 7%

Hesse: 6%

Saxony: 6%

Hamburg: 5%

Brandenburg: 2%

Rhineland-Palatinate: 2%

Saxony-Anhalt: 2%

Thuringia: 2%

Mecklenburg-Western Pomerania: 1%

Schleswig-Holstein: 1%

Bremen: 0%

Saarland: 0%

Size of residence

20.000 up to 100.000 Inhabitants: 31%

1.000.000 up to 5.000.000 Inhabitants: 18%

100.000 up to 500.000 Inhabitants: 16%

500.000 up to 1.000.000 Inhabitants: 14%

5.000 up to 20.000 Inhabitants: 13%

Under 5.000 Inhabitants: 7%

I don't know: 1%

Household size

3 Persons: 33%

4 Persons: 32%

2 Persons: 19%

5 or more persons: 9%

1 Person: 7%

Household constellation

My partner/spouse: 86%

My children: 74%

Living alone: 7%

My parents: 1%

My siblings: 1%

Roommates: 1%

My parents-in-law: 0%

My grandparents: 0%

My grandchildren: 0%

Children under the age of 18 in the household

1 Child: 33%

2 Children: 31%

No children: 29%

3 Children: 7%

4 Children: 0%

5 or more children: 0%

Current accommodation

I live in my own home: 56%

I live in a rented apartment: 23%

I live in my own home: 16%

I live in a rented house: 5%

Pets in the household

Cat: 46%

Dog: 46%

I have no pets: 27%

Fish: 9%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 4%

Bird (e.g. budgerigar, parrot): 2%

Reptile (e.g. lizard, snake, turtle): 2%

Other(s): 0%

Annual household income

69.600 up to 91.200 Euro: 25%

50.400 up to 69.600 Euro: 15%

117.600 up to 148.800 Euro: 13%

More than 148.800 Euro: 13%

91.200 up to 117.600 Euro: 12%

36.000 up to 50.400 Euro: 9%

I'd rather not say that: 8%

26.400 up to 36.000 Euro: 3%

Less than 18.000 euros: 1%

21.600 up to 26.400 Euro: 1%

18.000 up to 21.600 Euro: 0%

Effects of economic circumstances

My cost of living has risen noticeably: 58%

I have tried to spend less money: 42%

My financial situation has deteriorated: 29%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 26%

I have experienced anxiety and feelings of stress: 23%

None of the above: 17%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 14%

I had to use up my household savings to cover my expenses: 10%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 8%

I have lost my job in the last 12 months: 7%

Education level

Master's degree or comparable: 57%

Bachelor or comparable: 28%

Vocational training (journeyman / master craftsman): 13%

Doctoral degree or comparable: 2%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

University entrance qualification / Abitur: 0%

Number of sick days (last year)

6-10 Days: 21%

0 Days: 18%

2-3 Days: 18%

4-5 Days: 18%

No answer: 13%

11-20 Days: 5%

More than 20 days: 5%

1 Day: 3%

I do not work / do not go to school or university: 0%

State of health

I have no physical limitations or chronic illnesses: 44%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 21%

Diabetes: 13%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 10%

Mental illnesses (e.g. burnout, depression, anxiety) : 10%

Blindness or visual impairment: 8%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 5%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 5%

Other(s): 5%

I'd rather not say: 5%

Deafness or hearing loss: 3%

Behavior in the healthcare sector

Consulted a family doctor: 72%

Consulted a specialist: 64%

Underwent a medical examination: 49%

Consulted an alternative doctor: 18%

Was treated as an outpatient in a hospital: 13%

Has undergone surgery: 10%

None of the above: 10%

Was in inpatient treatment in a hospital: 5%

Diets and nutrition

I do not follow any dietary rules: 35%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 35%

Lactose-free (e.g. dairy products that do not contain lactose): 15%

Low-carb / no-carb: 10%

Gluten-free (i.e. no wheat products): 8%

Vegan (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 8%

Other(s): 5%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 5%

Pescetarians (eat fish, but no meat or poultry): 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 62%

Technology & Computers: 55

Travel: 53%

Read: 45%

Cars & Vehicles: 42

Gardening and plants: 41%

Cooking/baking: 38

Video games: 37%

Shopping: 33

DIY, arts & crafts: 32%

Pets: 28%

Board games / card games: 22

Photography: 21%

Making music: 13%

Meditation / Wellness: 12%

Writing: 7%

Other(s): 2%

I don't know: 0%

Important aspects of life

A happy relationship: 63%

Leading an honest and respectable life: 38%

Making my own decisions: 35%

Be successful: 33%

Security: 30%

Enjoy life: 26%

New learning: 26%

Social justice: 21%

Advance in my career: 16%

Traditions: 12%

Attitude towards innovation

I like to keep up with the latest technology: 64%

I like to try out innovative products: 50%

In my circle of friends, I'm usually the first to try out a new technology: 34

The products I buy must meet the highest standards: 32%

I only buy new technologies if they have been tried and tested in practice: 28%

Always having the latest technology is important to me: 25%

None of the above: 1%

Types of innovation adaptation

Early majority: 40%

Early adopters: 24%

Latecomers: 21%

Innovators: 9%

Late majority: 6%

Food attitudes

I actively try to eat healthily: 65%

I try to avoid plastic packaging when I buy food: 53%

I avoid artificial flavorings and preservatives: 50%

I try to eat less meat: 48%

Food must be convenient and fast: 23%

I am open to eating meat that has been bred in a laboratory (cultured meat): 23%

I don't like cooking: 18%

I have one or more food intolerances: 10%

I can't afford to eat healthily: 3%

None of the above: 3%

Internet settings

Mobile phone reception is good in the area where I live: 67%

I could no longer imagine life without the Internet: 63%

The latest mobile communications standard is very important to me (5G): 60%

I'm excited about the use of artificial intelligence (AI) applications, such as ChatGPT, in my daily life: 56

I am well protected against viruses and data misuse: 53%

Storing confidential data online is too insecure for me: 30%

I am worried that my data will be misused on the Internet: 28%

None of the above: 0%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 61%

I prefer digital content because it's easier to manage: 61%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 61%

Best picture and sound quality is important to me: 50%

I use alternative websites and applications to view paid content for free: 32

It's too expensive to be able to afford all the streaming services I want: 32%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 26%

I do not trust the mainstream media in my country of residence (e.g. news channels): 13

None of the above: 0%

Attitudes towards services

I like to organize my life with my smartphone: 67%

I am happy to pay for services that make my life easier and more convenient: 47%

I tend to book services online: 44%

I prefer services with personal contact: 37%

I am often frustrated by unexpected additional charges at the end of a service booking: 14

I am often dissatisfied with services: 9%

None of the above: 2%

Attitudes towards health care

I actively do something to stay healthy: 69%

I would like to do more for my health: 64%

I undergo regular medical examinations: 59%

I can imagine getting a prescription for cannabis for medical reasons: 44%

I like to consult doctors via an app or online chat: 33

The healthcare system often lets patients down: 21%

I prefer alternative healing methods to classical medicine: 15%

I have little confidence in the safety of vaccinations: 10%

None of the above: 5%

Satisfaction with personal health

Satisfied: 49%

Very satisfied: 18%

Neither satisfied nor dissatisfied: 15%

Dissatisfied: 15%

I'd rather not say that: 3%

Very dissatisfied: 0%

Attitudes to travel

I like being in nature when I travel: 55

I want to experience something unique when I travel: 55%

When I travel, I use my smartphone as a travel guide: 48%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 28

Sustainable travel is important to me: 25%

When traveling, I always make sure to take the cheapest offer: 20%

I customize my travel plans based on travel requirements and government regulations: 18%

I can't afford a vacation this year: 15

None of the above: 3%

Attitudes towards personal finances

I could imagine handling all financial matters exclusively online: 69%

I am fully aware of my financial situation: 62%

I have donated money to charity in the last 12 months: 49

I could imagine managing all my financial matters exclusively via smartphone: 46%

If the service is good, I am happy to pay for account management and transactions: 38

New financial topics, such as crypto and NFTs, fascinate me: 36

I am worried about my financial future: 21%

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 15%

None of the above: 5%

Own assessment of the personal economic situation

Positive: 47%

Neither positive nor negative: 29%

Very positive: 15%

Negative: 7%

Very negative: 1%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 65%

I am a car enthusiast: 53%

Public transport in my region is good: 43%

There are not enough parking spaces in my neighborhood: 35%

I spend too much time commuting: 33%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 30

I can imagine getting into a self-driving cab: 30%

The electric infrastructure prevents me from buying an electric car: 30

Driving is bad for the environment: 20%

None of the above: 0%

Settings for consumer electronics

I want the best audio and movie experience on all my devices: 84%

I would like to control my home by smartphone or voice: 58%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 53%

I buy new electronics, even if my old model still works: 49%

I couldn't live without my smartphone: 49%

Electronics are a status symbol for me: 33%

I have not been able to buy any new electronic devices in the last 12 months because of a shortage of stock (e.g. laptop)..: 7%

None of the above: 5%

Settings for insurances

I am well informed about my personal insurance contracts: 56%

I trust my insurance company to take care of my claims: 51%

I could imagine managing my insurance exclusively online: 44%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 23%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 23%

I could imagine consulting a digital program based on algorithms (RoboAdvisor) when it comes to insurance: 21%

I'm worried that I haven't taken out the right insurance: 15%

None of the above: 8%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 56

I am excited about using the metaverse (immersive virtual world): 37

I am often annoyed by advertising on the Internet: 30

I have bought products because celebrities or influencers have advertised them: 30

I use ad blockers when surfing the Internet: 30

It annoys me when I receive online ads based on my search history: 23

I often have difficulty distinguishing between advertising and content: 5

None of the above: 0%

Digital advertising touchpoints

Smartphone: 100%

Headphones: 93%

Notebook: 93%

TV: 93%

Tablet: 91%

Loudspeaker: 84%

Printers / copiers: 81%

Digital camera: 63%

Radio: 58%

Music system (hi-fi/stereo): 56%

Desktop PC: 53%

eReader: 40%

None of the above: 0%

Digital advertising touchpoints

Search engines: 61%

Video portals (e.g. YouTube): 60%

Online stores: 53%

Social media websites and apps: 51%

Video streaming services (e.g. Netflix, Amazon Prime): 51%

Websites and apps of brands and products: 41%

Editorial websites and apps (e.g. news sites and magazines): 37%

Video games (smartphone / tablet / console / PC / smart TV): 33%

Other apps (smartphone / tablet / console / PC / smart TV): 30%

Other(s): 30%

Podcasts: 28%

Newsletter: 27%

Music portals and streaming services (e.g. Spotify): 26%

Blogs / Forums: 20%

I have not come across any digital advertising: 3%

I don't know: 1%

Non-digital advertising touchpoints

On television: 56%

Directly in the store: 54%

On the radio: 47%

Direct mail / advertising mail: 45%

In printed magazines: 34%

In printed daily newspapers: 30%

At the cinema/movie theater: 19%

Other(s): 5%

I haven't come across non-digital ads yet: 5%

I don't know: 2%

Purchases of publishing media (last 12 months)

eBooks: 32%

Podcasts: 32%

Books (Print): 24%

Daily newspapers (print): 24%

Magazines (print): 24%

Weekly newspaper (print): 18%

None of the above: 16%

Use of publishing media (last 12 months)

Podcasts: 55%

eBooks: 37%

Daily newspapers (print): 32%

Books (Print): 26%

Magazines (print): 26%

Weekly newspaper (print): 21%

None of the above: 8%

TV subscription by brand

MagentaTV: 27%

Deutsche Glasfaser TV: 23%

Vodafone: 19%

1&1: 8%

Other(s): 8%

Pyur: 4%

Sky: 4%

Freenet TV: 0%

Joyn: 0%

waipu.tv: 0%

I don't know: 0%

Preferences for films and series by genre

Sport: 66%

Documentaries: 61%

Comedies: 58%

Science fiction and fantasy: 55%

Horror: 50%

News (local or national): 47%

Dramas: 39%

Animation (cartoons, anime,...): 34%

Reality TV: 34%

Game shows: 29%

Talk shows: 29%

Soap operas + telenovas: 21%

Other(s): 11%

Religious: 5%

I don't know: 0%

Use of social media by brand

YouTube: 72%

Facebook: 66%

Instagram: 62%

LinkedIn: 49%

TikTok: 42%

X (Twitter): 39%

Pinterest: 24%

Snapchat: 21%

Twitch: 21%

XING: 20%

Reddit: 18%

Tumblr: 7%

Quora: 6%

WeChat: 6%

I use social media irregularly: 5%

Other(s): 5%

Flickr: 5%

Clubhouse: 3%

BeReal.: 3%

Yodel: 2%

Activities in the social media

Private messages sent: 61%

Posts liked or followed by other users: 53%

Commented on posts: 47%

Images / videos / texts / status updates posted: 37%

Posts shared by other users: 33%

Posts from companies liked or followed companies: 30%

Posts from influencers/content creators liked or followed: 28%

Company posts shared: 21%

Posts shared by influencers / content creators: 20%

I have only used social media passively: 8%

I have not used social media: 4%

Other(s): 2%

User typology of social media

Communicator: 77%

Followers: 65%

Multiplier: 48%

Content Poster: 37%

Passive user: 8%

Non-users: 4%

Other(s): 2%

Products/topics talked about online

Sport: 42%

Movies & series: 37%

Politics: 33%

Games / Video games: 33%

Food & drink: 33%

None of the above: 30%

Vacation & Travel: 30%

Computers, smartphones & technology: 30%

Family & children: 26%

Social issues: 26%

Cars & motorcycles: 19%

Health & Medicine: 16%

Budget: 16%

Music: 16%

Art & Culture: 12%

Books: 9%

Fashion: 7%

Celebrities: 7%

Beauty & body care: 0%

Preferences for podcast content by genre

Business and economy: 52%

Comedy: 52%

Health & Fitness: 52%

History: 43%

Science & Technology: 43%

Crime & Law: 38%

Advice & self-help: 38%

News & Politics: 38%

Cars & Vehicles: 33

Sport: 33%

Music: 29%

Love & relationships: 29%

Gaming & e-sports: 29%

Society & Culture: 24%

Family & education: 24%

Religion & Philosophy: 19%

VIPs & celebrities: 14%

Other(s): 5%

I don't know: 0%

Search engine usage by brand

Google: 95%

Bing: 45%

Yahoo!: 30%

DuckDuckGo: 10%

Ask.com: 5%

Ecosia: 5%

AOL: 0%

Baidu: 0%

search.com: 0%

WebCrawler: 0%

Yandex: 0%

Other(s): 0%

I do not use search engines: 0%

Internet access by type

Broadband (DSL, cable, ...): 81%

UMTS / GPRS / LTE router: 9%

Mobile connection via smartphone / tablet: 5%

Satellite access: 2%

the landlord's/neighbor's wireless connection: 2%

Other connection technologies: 0%

I don't know: 0%

I do not have an internet connection at home: 0%

Internet usage by provider/brand

Telekom: 35%

Vodafone: 18%

1&1: 15%

O2: 13%

Pyur: 10%

Other(s): 5%

M-Net: 3%

Starlink: 3%

Congstar: 0%

EWE: 0%

Maingau: 0%

primacall: 0%

smartmobil.de: 0%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 88%

News websites and apps: 74%

Corporate websites and apps: 70%

Social media websites and apps: 60%

Newsletter: 44%

Blogs: 33%

None of the above: 2%

Online payments by type

Credit card: 67%

Debit card: 62%

By invoice: 54%

Prepaid cards / vouchers: 44%

Direct debit: 36%

Payment on delivery: 13%

Other(s): 0%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 68%

When shopping, I look out for special offers: 65%

I tend to make impulse purchases when I go shopping: 57%

I always store in the same stores: 20%

I don't buy fast fashion (mass production of cheap clothing): 18%

I often buy clothes that I never wear: 10

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 70%

Customer reviews on the Internet are very helpful: 68%

I usually manage regular / recurring orders directly via my smartphone or tablet: 48%

I prefer to buy goods from different sellers via the same online marketplace (e.g. Amazon): 43

When I order something, I prefer express delivery: 38%

I am enthusiastic about using augmented and virtual reality when shopping: 33

I would like to see and touch an item before I buy it: 33

I usually make larger new purchases directly via my smartphone or tablet: 30

When I buy an item, I want to have it in my hands on the same day: 20%

None of the above: 3%

High brand awareness by category

Smartphones: 71

Cars, motorcycles, bicycles: 58%

PCs and laptops: 58%

Shoes: 53%

Clothing: 48%

Household appliances: 46%

Sports + outdoor products: 38%

Food + non-alcoholic drinks: 35

Alcoholic beverages (only for respondents who have reached the legal drinking age): 34

Cosmetics + body care: 33%

Furniture + household goods: 29%

DIY + garden products: 28%

Detergents & cleaning agents,: 28%

Bags + luggage: 22%

Toys + baby products: 22%

Accessories: 21

Pet supplies: 21%

Stationery + hobby supplies: 19%

None of the above: 5%

Sources of inspiration for new products

Search engines (such as Google): 70%

Video websites and apps (such as YouTube): 70%

Friends and acquaintances: 65%

Online stores: 60%

Social media websites and apps: 60%

In the store: 51%

Customer ratings: 42%

Online forums: 30%

Influencer / Content Creator: 26

Podcasts: 23%

Celebrities: 16%

Blogs: 12%

None of the above: 0%

Information sources for product research

Social media websites and apps: 60%

Online stores: 53%

In the store: 49%

Customer ratings: 40%

Friends and acquaintances: 33%

Online forums: 23%

None of the above: 0%

Interest in product categories

Sports + outdoor products: 73%

Shoes: 70%

Books, movies, music & games: 68%

Cars: 68%

Clothing: 65%

Household appliances: 65%

Stationery + hobby supplies: 55%

DIY + garden products: 55%

Furniture + household goods: 53%

Drugstore + health products: 45%

Detergents & cleaning agents,: 45%

Bicycles: 43%

Cosmetics + body care: 43%

Pet supplies: 40%

Toys + baby products: 40%

Motorcycles: 30%

None of the above: 0%

Offline purchases by type

Drugstore / Perfumery: 85%

Clothes / shoe store: 80%

Pharmacy: 70%

DIY / garden market: 65%

Electronics store: 63%

Furniture store: 60%

Sports store: 57%

Department store: 53%

Jewelry store / jeweler: 35%

Wholesale: 35%

Furnishing and decoration store: 33%

None of the above: 3%

Purchase criteria for clothing

Quality: 83%

Appearance / Style: 70%

Comfort: 68%

Shelf life: 57%

Material: 55%

Brand: 50%

Country of manufacture: 33%

No use of environmentally harmful raw materials: 25%

Fair Trade: 23%

Low price: 23%

Animal welfare: 18%

Resource-saving production: 10%

I don't know: 3%

Other(s): 0%

Food consumed regularly

Fruit + vegetables: 80%

Baked goods: 78%

Eggs: 70%

Pasta: 70%

Meat + sausage products: 70%

Potatoes: 68%

Dairy products (milk / yogurt / cheese / etc.): 63%

Rice: 57%

Sweets + chocolate: 57%

Snacks + potato potato chips: 55%

Fish + seafood: 55%

Ice cream: 50%

Jam + chocolate spread: 48%

Frozen ready meals: 38%

Ready meals: 35%

Breakfast cereals: 33%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 33%

Milk substitutes (e.g. almond milk / oat yoghurt): 25%

None of the above: 0%

Regularly consumed drinks

Coffee: 75%

Soft drinks (e.g. cola, lemonade, iced tea) : 68%

Bottled water: 65%

Juice: 60%

Beer: 53%

Tea: 43%

Energy drinks: 38%

Spirits: 33%

Non-alcoholic beer: 23%

Non-alcoholic sparkling wine: 13%

Non-alcoholic wine: 13%

Sparkling wine: 13%

Wine: 13%

Hard seltzer (carbonated water with alcohol): 5%

None of the above: 0%

Preferred places to buy food

Supermarket (usual size): 75%

Discounter: 60%

Bakery or bistro: 55%

Pharmacy: 45%

Farmers' market: 38%

Delicatessen counters in supermarkets: 35%

Health food store: 33%

Supermarket (Large): 23%

Online store / online retail: 20%

Food voucher providers: 15%

Mini-market / kiosk: 13%

Other(s): 0%

I do not buy products for daily use: 0%

Where to buy food by brand

Edeka: 73%

Lidl: 55%

Rewe: 50%

Aldi: 48%

Penny: 35%

Kaufland: 33%

NET: 33%

Netto - brand discount: 30%

Alnatura: 18%

denns organic market: 13%

famila: 13%

Myreal: 10%

Norma: 8%

MARKET PURCHASE: 8%

BIO COMPANY: 8%

tegut: 5%

Other(s): 5%

I do not buy any food or everyday products: 0%

Smartphone by brand

Apple: 51%

Samsung: 33%

Huawei: 7%

Xiaomi/Mi: 7%

Google: 2%

HTC: 0%

Motorola: 0%

Nokia: 0%

OnePlus: 0%

OPPO: 0%

Realme: 0%

Sony: 0%

ZTE: 0%

Other(s): 0%

I don't know: 0%

Use of financial products

Current accounts: 77%

Credit cards: 77%

Savings accounts: 62%

Insurance with investment elements (e.g. life insurance): 38%

Construction financing: 36%

Real estate: 36%

Cryptocurrencies (e.g. Bitcoin): 33%

Loans: 31%

Mortgages: 28%

Precious metals (e.g. gold): 26%

I don't know: 0%

Influencer followers by genre

Science & Technology: 53%

Sport: 49%

News & Politics: 42%

Business and economy: 40%

Health & Fitness: 40%

Comedy: 37%

Gaming & e-sports: 35%

Advice & self-help: 28%

Music: 26%

History: 26%

Adult content (only shown to respondents in countries where adult content is not a criminal offense): 21%

Family & Education: 19%

I do not consume content from influencers: 16%

Society & Culture: 14%

Crime & Law: 12%

VIPs & celebrities: 12%

Love & Relationships: 9%

Religion & Philosophy: 5%

Other(s): 2%

I don't know: 0%

Newspaper use

FAZ: 42%

Süddeutsche Zeitung: 42%

Local daily newspaper: 33%

Handelsblatt: 33%

Kölner Stadt-Anzeiger: 25%

Neue Westfälische: 25%

die tageszeitung (taz): 17%

The world: 17%

Südwest-Presse: 17%

Sächsische Zeitung: 17%

Picture: 12%

Free Press: 8%

Frankfurter Rundschau: 8%

Westdeutsche Allgemeine Zeitung: 8%

Hamburger Abendblatt: 0%

B.Z.: 0%

Other(s): 0%

I have not read any in the past 2 weeks: 0%