Ministry of the Environment, Nature Conservation, and Transport of North Rhine-Westphalia - Natural Scientists - Candidate Persona - Update 1 2026 [Target Group Matrix]

Living situation

Name: Name (male): Jan, Daniel, Florian, Christian, Philipp; Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age: 30 - 49 years: 57%; 50 - 64 years: 31%; 18 - 29 years: 12%

Gender: Male: 78%; Female: 22%

Marital status: Married: 46%; Single / unmarried: 33%; In a relationship: 16%; Divorced / widowed: 5%; I'd rather not say: 0%

State: North Rhine-Westphalia: 90%; Lower Saxony: 4%; Rhineland-Palatinate: 3%; Hesse: 2%; Thuringia: 1%; Baden-Württemberg: 0%; Bavaria: 0%; Berlin: 0%; Brandenburg: 0%; Bremen: 0%; Hamburg: 0%; Mecklenburg-Western Pomerania: 0%; Saarland: 0%; Saxony: 0%; Saxony-Anhalt: 0%; Schleswig-Holstein: 0%

Size of residence: 20.000 up to 100.000 Inhabitants: 27%; 100.000 up to 500.000 Inhabitants: 24%; 5.000 up to 20.000 Inhabitants: 19%; 1.000.000 up to 5.000.000 Inhabitants: 12%; 500.000 up to 1.000.000 Inhabitants: 10%; Under 5.000 Inhabitants: 8%; I don't know: 1%

Household size: 2 Persons: 29%; 1 Person: 25%; 3 Persons: 22%; 4 Persons: 17%; 5 or more persons: 6%

Current accommodation: I live in my own home: 46%; I live in a rented apartment: 40%; I live in my own home: 8%; I live in a rented house: 5%

Pets in the household: I have no pets: 44%; Cat: 32%; Dog: 31%; Fish: 4%; Bird (e.g. budgerigar, parrot): 2%; Other(s): 2%; Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 1%; Reptile (e.g. lizard, snake, turtle): 0%

Annual household income: 69 600 € to 91 200 €: 26%; 50 400 € to 69 600 €: 15%; €117,600 to €148,800: 15%; €91,200 to €117,600: 13%; I'd rather not say that: 12%; 36 000 € to 50 400 €: 9%; 148 800 € and more: 7%; 26 400 € to 36 000 €: 3%; 21 600 € to 26 400 €: 0%

Effects of economic circumstances: My cost of living has risen noticeably: 54%; I have tried to spend less money: 46%; I have experienced anxiety and feelings of stress: 31%; My financial situation has deteriorated: 19%; None of the above: 16%

Education level: Master's degree or equivalent: 53%; Bachelor's degree or equivalent: 33%; Doctoral degree or comparable: 13%; No formal education: 0%; Elementary school: 0%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%; University entrance qualification / Abitur: 0%; Vocational training (journeyman / master craftsman): 0%

Behavior in the healthcare sector: Consulted a specialist: 69%; Consulted a family doctor: 62%; Underwent a medical examination: 54%; Received outpatient treatment at a hospital: 31%; Has undergone surgery: 15%; Was treated as an inpatient in a hospital: 8%; None of the above: 8%; Consulted an alternative doctor: 0%

Diets and nutrition: Flexitarians (primarily plant-based diet with occasional consumption of meat or fish): 42%; I do not follow any dietary rules: 28%; Vegetarians (do not eat meat or fish): 13%; Gluten-free (i.e. no wheat products): 11%; Low-carb / no-carb: 8%; Lactose-free: 6%; Pescetarian (eats fish but no meat): 5%; Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 5%; Other(s): 0%

Facts for recruiting

Where are you looking for new jobs or open for job opportunities?: Career website of companies: 66%; Job boards such as StepStone and Co.: 60%; Websites: 54%; Specialized job boards (e.g., academics, ZEIT Jobs, academic portals): 44%; LinkedIn: 40%; Search engine advertising: 30%; Direct contact by e-mail: 24%; Direct approach via message in social networks: 20%; Apps: 20%; Instagram: 18%; Trade media (trade journals, association publications): 18%; XING: 16%; YouTube: 14%; Classifieds portals: 8%; Banner advertising: 8%; Direct approach by telephone: 8%; Facebook: 5%; TikTok: 2%; Pinterest: 1%

What is your favorite way to apply?: Via the career website: 46%; By e-mail: 44%; Via a job exchange: 22%; Via smartphone: 11%; No preference: 9%; By post: 7%; Via social media: 3%

What makes a good application process for you?: Prompt feedback (acknowledgment of receipt, update on next steps and timeline): 90%; It has to be done quickly: 56%; The texts must be formulated in an appealing way: 46%; The photos accompanying the job advertisement should show authentic employees: 36%; Video insights into the company as part of the job posting: 24%; Mobile-optimized application process: 12%

What has ever stopped you from applying for a job?: The application process was too cumbersome: 66%; I had to register to apply: 58%; The text read like a standard call for proposals: 54%; The text was too long: 40%; The text was poorly written: 34%; The pictures looked like they were from a catalog: 22%; I didn't like the layout: 14%; The site was not optimized for mobile: 11%; None of this / I have never been in this situation: 10%

What content are companies most likely to use to make you aware of new jobs?: Insights behind the scenes of the company (as video, photo, text): 62%; Short videos: 54%; Social media content: 46%; On-site events (trade shows, conferences, university events): 50%; Short photo/text combinations: 44%; Presentations & Webinars (Specialized Presentations): 32%; Infographics: 31%; Digital / hybrid events: 26%; Useful content (tips, tricks, etc.): 22%; Podcasts (specialized and career-related podcasts): 16%; Quizzes, games, challenges: 10%; eBooks / Whitepapers: 8%; None of the above: 4%

Personal characteristics & attitudes

Hobbies and interests: Outdoor activities: 70%; Travel: 56%; Read: 55%; Technology & Computers: 40; Gardening and plants: 31%; Photography: 27%; DIY, arts & crafts: 26%; Board games / card games: 24; Shopping: 24; Pets: 23%; Meditation / Wellness: 14%; Writing: 14%; Making music: 13%; Video games: 7%; Other(s): 6%; I don't know: 0%

Important aspects of life: A happy relationship: 61%; Making my own decisions: 44%; Leading an honest and respectable life: 41%; Security: 41%; New learning: 29%; Enjoy life: 28%; Be successful: 22%; Advance in my career: 16%; Social justice: 15%; Traditions: 3%

Attitude towards innovation: I like to keep up with the latest technology: 52%; I only buy new technologies if they have been tried and tested in practice: 48%; I like to try out innovative products: 40%; In my circle of friends, I'm usually the first to try out a new technology: 24; The products I buy must meet the highest standards: 18%; Always having the latest technology is important to me: 12%; None of the above: 3%

Types of innovation adaptation: Latecomers: 39%; Early majority: 32%; Early adopters: 16%; Late majority: 10%; Innovators: 3%

Food attitudes: I actively try to eat healthily: 74%; I avoid artificial flavorings and preservatives: 58%; I try to avoid plastic packaging when I buy food: 42%; I try to eat less meat: 42%; When I go grocery shopping, I usually look for low prices and special offers: 25%; Food must be convenient and fast: 16%; I am open to eating lab-grown meat (cultured meat): 16%; I can't afford to eat healthy: 11%; I don't like cooking: 11%; None of the above: 5%

Internet settings: I really appreciate having mobile internet access everywhere: 76%; Mobile phone reception is good in the area where I live: 76%; I am well informed about the topic of cyber security: 59%; I am worried that my data will be misused on the Internet: 41%; None of the above: 0%

Attitudes towards digital media: Best picture and sound quality is important to me: 56%; It's too expensive to be able to afford all the streaming services I want: 44%; I prefer to subscribe to a bundle of streaming services: 40%; I like watching movies and series on my smartphone: 36%; I prefer platforms with personalized recommendations: 24%; I usually subscribe to streaming services for short-term use and then cancel them: 16%; None of the above: 12%

Attitudes towards services: I like to use AI tools (e.g., ChatGPT) to complete everyday tasks: 50%; I prefer services that involve personal contact: 43%; I often get frustrated that AI systems don't understand my requests: 38%; I tend to book services online: 32%; I am happy to pay for services that make my life easier and more convenient: 29%; I often get annoyed by unexpected booking fees: 25%; None of the above: 18%

Attitudes towards health care: I would like to do more for my health: 92%; I undergo regular medical examinations: 69%; I can imagine getting a prescription for cannabis for medical reasons: 46%; Patients have to pay too much for medications and medical treatments: 38%; I have little confidence in the safety of vaccinations: 0%; I prefer alternative healing methods to classical medicine: 0%; None of the above: 0%

Attitudes to travel: I like being in nature when I travel: 80; When I'm on vacation, I use my smartphone as a travel guide: 67%; Sustainable travel is important to me: 62%; Before I book a trip, I check how safe the destination is: 50%; When I travel, I want to have unique experiences: 47%; I book travel services on the fly using my smartphone: 27%; I'm always on the lookout for the best travel deals: 20%; I can imagine planning my trips entirely using AI tools (e.g., ChatGPT): 15%; I can't afford to go on vacation this year: 10%; None of the above: 3%

Attitudes towards personal finances: I am fully aware of my financial situation: 69%; I could imagine handling all financial matters exclusively online: 54%; I'm worried about my financial future: 38%; I have donated to charity in the past 12 months: 31%; I could save a lot of money if I followed a financial expert's advice: 8%; I am willing to cover the account maintenance and transaction fees: 8%; None of the above: 8%; I would like to see more payment options using cryptocurrencies: 0%

Own assessment of the personal economic situation: Positive: 50%; Neither positive nor negative: 30%; Very positive: 10%; Negative: 7%; Very negative: 3%; I don't know: 0%

Attitudes towards mobility: I rely on a car: 60%; I can imagine using a self-driving car: 40%; I try to choose more environmentally friendly modes of transportation: 40%; The lack of infrastructure is preventing me from buying an electric car: 40%; Public transport in my region is good: 40%; I spend too much time commuting: 33%; Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 27; I am a car enthusiast: 27%; There are not enough parking spaces in my neighborhood: 23%; None of the above: 3%

Settings for consumer electronics: When buying electronic devices, I pay particular attention to energy efficiency: 65%; I would like to control my home by smartphone or voice: 41%; I want the best audio and video experience on all my devices: 24%; I buy new electronics even if my old model still works: 12%; None of the above: 12%; For me, electronics are a status symbol (e.g., a smartphone): 6%; Due to supply shortages last year, I was unable to buy any new electronic devices: 6%

Settings for insurances: I am well informed about my personal insurance policies: 62%; I could see myself managing my insurance entirely online: 54%; I am willing to share behavioral data with insurance companies in order to get lower rates: 31%; I would benefit from consulting with an insurance expert: 23%; I'm worried that I might not be adequately insured: 23%; I trust my insurance company to handle my claims: 15%; None of the above: 0%

Media use & consumption

Settings for online advertising: Ads don't bother me as long as I get free content in return: 61%; Online ads often annoy me: 54%; I use ad blockers online: 50%; I have bought products because celebrities or influencers have advertised them: 39; I don't mind if companies use my data for advertising purposes: 29%; I often find it hard to tell the difference between advertising and content: 14%; None of the above: 0%

Digital advertising touchpoints: Search engines: 67%; Social media: 61%; Online stores: 45%; Video platforms: 44%; Online magazines/newspapers: 38%; Brand websites: 37%; Newsletter: 31%; Music streaming platforms: 28%; Podcasts: 27%; Blogs / Forums: 15%; Video games: 7%; Other(s): 7%; I have not come across any digital advertising: 5%; I don't know: 3%

Non-digital advertising touchpoints: Directly in the store: 47%; Direct mail / advertising mail: 42%; In printed magazines: 40%; On television: 40%; On the radio: 39%; In printed daily newspapers: 33%; At the cinema/movie theater: 16%; I haven't come across non-digital ads yet: 6%; I don't know: 4%; Other(s): 3%

Purchases of publishing media (last 12 months): Books (Print): 52%; Magazines (print): 32%; Daily newspapers (print): 24%; Weekly newspaper (print): 24%; eBooks: 16%; None of the above: 12%; Podcasts: 8%

Use of publishing media (last 12 months): Books (Print): 60%; Podcasts: 56%; Weekly newspaper (print): 48%; Daily newspapers (print): 40%; Magazines (print): 40%; eBooks: 28%; None of the above: 0%

TV usage by duration (per week): 1 up to 5 hours: 32%; 6 up to 10 hours: 20%; Less than one hour: 16%; 11 up to 15 hours: 12%; I do not use this media service: 12%; 16 up to 20 hours: 5%; More than 20 hours: 3%; I don't know: 0%

Preferences for films and series by genre: Documentaries: 84%; Comedies: 52%; Dramas: 36%; Sport: 28%; Other(s): 20%; Reality TV: 16%; Horror: 13%; Soap operas + telenovas: 4%; I don't know: 0%

Use of social media by brand: YouTube: 69%; Instagram: 56%; LinkedIn: 51%; Facebook: 49%; TikTok: 26%; Reddit: 24%; X (Twitter): 19%; Pinterest: 19%; Snapchat: 13%; XING: 12%; Twitch: 12%; I use social media irregularly: 7%; Quora: 3%; Other(s): 3%; Tumblr: 2%; Flickr: 2%; WeChat: 1%; Yodel: 1%; Clubhouse: 1%; BeReal.: 1%

Activities in the social media: Private messages sent: 53%; Posts liked or followed by other users: 43%; Commented on posts: 40%; Images / videos / texts / status updates posted: 28%; Posts from influencers/content creators liked or followed: 25%; Posts from companies liked or followed companies: 22%; Posts shared by other users: 21%; Posts shared by influencers / content creators: 16%; I have only used social media passively: 16%; Company posts shared: 11%; I have not used social media: 11%; Other(s): 6%

User typology of social media: Communicator: 62%; Followers: 53%; Multiplier: 33%; Content Poster: 28%; Passive user: 16%; Non-users: 11%; Other(s): 6%

Products/topics talked about online: Politics: 36%; Movies & series: 36%; None of the above: 32%; Vacation & Travel: 32%; Computers, smartphones & technology: 32%; Cars & motorcycles: 29%; Sport: 29%; Games / Video games: 25%; Food & drink: 25%; Social issues: 21%; Budget: 18%; Fashion: 18%; Music: 18%; Celebrities: 18%; Beauty & body care: 14%; Health & Medicine: 11%; Family & children: 11%; Books: 11%; Art & Culture: 4%

Use of AI: Online research: 63%; Education + Learning: 55%; Planning + Time Management (e.g., to-do lists, scheduling): 38%; Messaging and communication (e.g., emails, text messages, translations): 38%; Travel planning: 38%; Research for purchasing: 38%; Finance + Taxes (e.g., expenses, investments): 38%; Nutrition & Meal Planning: 25%; Legal or administrative support: 25%; Creative design (e.g., art / visual / video production): 25%; Health & Fitness: 25%; Technical Support: 25%; Child-rearing or family support: 13%; Other(s): 8%; I don't actively use AI tools: 5%; Psychological support: 0%; Assistance with household repairs and maintenance: 0%; DIY + Hobbies: 0%; Company: 0%

Internet access by type: Landline Internet connection (e.g., DSL, cable, fiber optic): 100%; Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 35%; Satellite Internet: 0%; Other(s): 0%; I don't know: 0%; I do not have an internet connection at home: 0%

Internet usage by provider/brand: Vodafone: 50%; Telekom: 31%; Other(s): 13%; O2: 6%; 1&1: 0%; Congstar: 0%; EWE: 0%; Pyur: 0%; Starlink: 0%; Unitymedia: 0%; I don't know: 0%

Website and online service usage by type: Online stores: 82%; Social media: 79%; AI tools (e.g., ChatGPT): 75%; News platforms: 75%; Video platforms: 71%; Company websites: 64%; Newsletter: 43%; Blogs: 18%; None of the above: 0%

Search engine usage by brand: Google: 93%; Google Gemini: 63%; ChatGPT: 50%; Microsoft Copilot: 38%; Ecosia: 25%; Perplexity: 22%; Bing: 21%; DuckDuckGo: 18%; deepseek: 8%; Yahoo!: 5%; I don't use search engines: 4%; Baidu: 1%; search.com: 1%; Ask.com: 1%; Yandex: 1%; AOL: 1%; WebCrawler: 0%

Online payments by type: Debit card: 62%; Direct debit: 38%; By invoice: 31%; Credit card: 31%; Prepaid cards / vouchers: 23%; Other(s): 8%; Payment on delivery: 0%

Purchasing settings: I shop at local stores to support businesses in my community: 75%; When shopping, I look out for special offers: 53%; I like to go shopping just for fun: 50%; I tend to make impulse purchases in stores: 47%; I prefer to shop in stores rather than online: 25%; I always store in the same stores: 21%; None of the above: 21%

Shopping Settings: I shop at local stores to support businesses in my community: 75%; When shopping, I look out for special offers: 53%; I like to go shopping just for fun: 50%; I tend to make impulse purchases in stores: 47%; I prefer to shop in stores rather than online: 25%; I always store in the same stores: 21%; None of the above: 21%

Online shopping settings: Before making a major purchase, I first look it up online: 68%; Customer reviews on the Internet are very helpful: 53%; I want to see and touch the items before buying them: 37%; I look forward to using AR/VR while shopping (e.g., virtual try-ons): 32%; I would like to receive my purchases on the same day: 26%; None of the above: 5%

High brand awareness by category: Smartphones: 71; PCs and laptops: 60%; TV + Hi-Fi: 47%; Shoes: 46%; Household appliances: 45%; Clothing: 43%; Cars, motorcycles, bicycles: 41%; Food + non-alcoholic drinks: 31; Cosmetics + body care: 29%; Sports + outdoor products: 28%; Alcoholic beverages: 25%; Pet supplies: 21%; Detergents & cleaning agents,: 21%; Bags + luggage: 21%; Furniture + household goods: 17%; DIY + garden products: 16%; Toys + baby products: 15%; Accessories: 13; Stationery + hobby supplies: 11%; None of the above: 11%

Sources of inspiration for new products: Search engines (such as Google): 61%; Friends and acquaintances: 57%; In-store: 57%; Brand websites: 46%; Social media: 46%; Online stores: 46%; Online magazines/newspapers: 36%; Price comparison websites: 32%; Video platforms: 29%; AI tools (e.g., ChatGPT): 25%; Magazines / Newspapers (Print): 25%; Customer ratings: 21%; Coupon and deal platforms: 21%; Influencer / Content Creator: 18; Podcasts: 18%; Celebrities: 14%; Blogs: 11%; Online forums: 11%; Q&A platforms: 7%; None of the above: 4%

Information sources for product research: Search engines (such as Google): 89%; Brand websites: 50%; Customer ratings: 39%; Friends and acquaintances: 39%; Video platforms: 36%; In-store: 36%; Price comparison websites: 36%; Social media: 32%; Online forums: 29%; Online stores: 29%; AI tools (e.g., ChatGPT): 25%; Online magazines/newspapers: 21%; Blogs: 11%; Magazines / Newspapers (Print): 11%; Q&A platforms: 7%; Coupon and deal platforms: 7%; Podcasts: 0%; None of the above: 0%

Interest in product categories: Books, movies, music & games: 63%; Cars: 63%; Clothing: 63%; Shoes: 63%; Stationery + hobby supplies: 47%; Drugstore + health products: 42%; Household appliances: 42%; DIY + garden products: 37%; Bicycles: 37%; Pet supplies: 37%; Sports + outdoor products: 37%; Cosmetics + body care: 32%; Detergents & cleaning agents,: 32%; Motorcycles: 26%; Furniture + household goods: 16%; Toys + baby products: 5%; None of the above: 0%

Food consumed regularly: Fruit or vegetables: 95%; Bread and baked goods: 84%; Eggs: 79%; Potatoes: 79%; Pasta: 68%; Rice: 65%; Snacks or potato chips: 63%; Meat or sausage products: 62%; Breakfast cereals: 58%; Fish or seafood: 58%; Candy or chocolate: 53%; Jam or chocolate spread: 47%; Frozen food: 45%; Meat substitute products (e.g. vegan sausages and plant-based burger patties): 38%; Ice cream: 37%; Dairy alternatives (e.g., almond milk and oat yogurt): 32%; Ready meals: 26%; None of the above: 0%

Smartphone by brand: Apple: 42%; Samsung: 35%; Xiaomi/Mi: 12%; Google: 6%; OnePlus: 3%; Other(s): 2%; HTC: 0%; Huawei: 0%; Motorola: 0%; Nokia: 0%; OPPO: 0%; Realme: 0%; Sony: 0%; ZTE: 0%; I don't know: 0%; No answer: 0%

Use of financial products: Savings accounts: 50%; Real estate: 46%; Insurance with investment elements (e.g. life insurance): 31%; Cryptocurrencies (e.g. Bitcoin): 23%; Precious metals (e.g. gold): 23%; Loans: 15%; Mortgages: 0%; I don't know: 0%


Name:

Living situation
Name	Name (male): Jan, Daniel, Florian, Christian, Philipp Name (female): Katharina, Sarah, Julia, Anna, Stefanie
Age	Ages 30–49: 57% Ages 50–64: 31% Ages 18–29: 12%
Gender	Male: 78% Female: 22%
Marital status	Married: 46% Single / unmarried: 33% In a relationship: 16% Divorced / widowed: 5% I'd rather not say: 0%
State	North Rhine-Westphalia: 90% Lower Saxony: 4% Rhineland-Palatinate: 3% Hesse: 2% Thuringia: 1% Baden-Württemberg: 0% Bavaria: 0% Berlin: 0% Brandenburg: 0% Bremen: 0% Hamburg: 0% Mecklenburg-Western Pomerania: 0% Saarland: 0% Saxony: 0% Saxony-Anhalt: 0% Schleswig-Holstein: 0%
Size of residence	20,000 to 100,000 residents: 27% 100,000 to 500,000 residents: 24% 5,000 to 20,000 residents: 19% 1,000,000 to 5,000,000 residents: 12% 500,000 to 1,000,000 residents: 10% Under 5,000 residents: 8% Don’t know: 1%
Household size	2 people: 29% 1 person: 25% 3 people: 22% 4 people: 17% 5 or more people: 6%
Current accommodation	I live in my own house: 46% I live in a rented apartment: 40% I live in my own apartment: 8% I live in a rented house: 5%
Pets in the household	I don't have any pets: 44% Cat: 32% Dog: 31% Fish: 4% Bird (e.g., budgie, parrot): 2% Other: 2% Rodents (e.g., rabbit, hamster, guinea pig, mouse, rat): 1% Reptiles (e.g., lizards, snakes, turtles): 0%
Annual household income	€69,600 to €91,200: 26% €50,400 to €69,600: 15% €117,600 to €148,800: 15% €91,200 to €117,600: 13% I’d rather not say: 12% €36,000 to €50,400: 9% €148,800 and above: 7% €26,400 to €36,000: 3% €21,600 to €26,400: 0%
Effects of economic circumstances	My living expenses have gone up noticeably: 54% I’ve tried to spend less money: 46% I’ve experienced anxiety and stress: 31% My financial situation has gotten worse: 19% None of the above: 16%
Education level	Master’s degree or equivalent: 53% Bachelor’s degree or equivalent: 33% Doctorate or equivalent: 13% No formal education: 0% Elementary school: 0% Primary school diploma, lower secondary school diploma, intermediate school diploma: 0% High school diploma / Abitur: 0% Vocational training (journeyman / master craftsman): 0%
Behavior in the healthcare sector	Consulted a specialist: 69% Consulted a family doctor: 62% Underwent a medical examination: 54% Received outpatient treatment at a hospital: 31% Underwent surgery: 15% Was hospitalized: 8% None of the above: 8% Consulted an alternative practitioner: 0%
Diets and nutrition	Flexitarian (primarily plant-based diet with occasional meat or fish consumption): 42% I don’t follow any dietary rules: 28% Vegetarian (does not eat meat or fish): 13% Gluten-free (i.e., no wheat products): 11% Low-carb / No-carb: 8% Lactose-free: 6% Pescetarian (eats fish but no meat): 5% Vegan (avoids meat, fish, or other animal products, e.g., eggs and dairy): 5% Other: 0%
Where are you looking for new jobs or open for job opportunities?	Company career websites: 66% Job boards such as StepStone and others: 60% Websites: 54% Specialized job boards (e.g., academics, ZEIT Jobs, academic portals): 44% LinkedIn: 40% Search engine advertising: 30% Direct contact via email: 24% Direct contact via social media messages: 20% Apps: 20% Instagram: 18% Specialized media (trade journals, association publications): 18% XING: 16% YouTube: 14% Classified ad portals: 8% Banner ads: 8% Direct contact by phone: 8% Facebook: 5% TikTok: 2% Pinterest: 1%
What is your favorite way to apply?	Via the career website: 46% Via email: 44% Via a job board: 22% Via smartphone: 11% No preference: 9% Via mail: 7% Via social media: 3%
What makes a good application process for you?	Prompt feedback (acknowledgment of receipt, update on next steps and timeline): 90% Speed is essential: 56% The text must be engaging: 46% Photos in the job posting should show authentic employees: 36% Video insights into the company as part of the job posting: 24% Mobile-optimized application process: 12%
What has ever stopped you from applying for a job?	The application process was too cumbersome: 66% I had to register to apply: 58% The text seemed like a standard job posting: 54% The text was too long: 40% The text was poorly written: 34% The images looked like they were from a catalog: 22% I didn’t like the layout: 14% The site wasn’t optimized for mobile: 11% None of the above / I’ve never been in this situation: 10%
What content are companies most likely to use to make you aware of new jobs?	Behind-the-scenes insights into the company (videos, photos, text): 62% Short videos: 54% Social media content: 46% On-site events (trade shows, conferences, university events): 50% Short photo/text combinations: 44% Presentations & webinars (specialized presentations): 32% Infographics: 31% Digital / Hybrid Events: 26% Useful Content (Tips, Tricks, …): 22% Podcasts (Specialized and Career Podcasts): 16% Quizzes, Games, Challenges: 10% eBooks / White Papers: 8% None of the Above: 4%
Hobbies and interests	Outdoor Activities: 70% Travel: 56% Reading: 55% Technology & Computers: 40% Gardening and Plants: 31% Photography: 27% DIY, Arts & Crafts: 26% Board Games / Card Games: 24% Shopping: 24% Pets: 23% Meditation / Wellness: 14% Writing: 14% Making music: 13% Video games: 7% Other: 6% Don't know: 0%
Important aspects of life	A happy relationship: 61% Making my own decisions: 44% Leading an honest and respectable life: 41% Security: 41% Learning new things: 29% Enjoying life: 28% Being successful: 22% Advancing in my career: 16% Social justice: 15% Traditions: 3%
Attitude towards innovation	I like to stay up to date with the latest technology: 52% I only buy new technologies once they have been proven in practice: 48% I like to try out innovative products: 40% Among my friends, I’m usually the first to try out new technology: 24% The products I buy must meet the highest standards: 18% It’s important to me to always have the latest technology: 12% None of the above: 3%
Types of innovation adaptation	Latecomers: 39% Early majority: 32% Early adopters: 16% Late majority: 10% Innovators: 3%
Food attitudes	I actively try to eat healthily: 74% I avoid artificial flavors and preservatives: 58% I try to avoid plastic packaging when I shop for groceries: 42% I try to eat less meat: 42% When shopping for groceries, I usually look for low prices and special offers: 25% Meals have to be convenient and quick: 16% I am open to eating lab-grown meat (cultured meat): 16% I can’t afford to eat healthily: 11% I don’t like cooking: 11% None of the above: 5%
Internet settings	I really appreciate having mobile internet access everywhere: 76% Mobile reception is good in my neighborhood: 76% I am well-informed about cybersecurity: 59% I am concerned that my data will be misused online: 41% None of the above: 0%
Attitudes towards digital media	High-quality picture and sound are important to me: 56% It’s too expensive for me to afford all the streaming services I want: 44% I prefer to subscribe to a bundle of streaming services: 40% I like to watch movies and TV shows on my smartphone: 36% I prefer platforms with personalized recommendations: 24% I usually subscribe to streaming services for short-term needs and then cancel them: 16% None of the above: 12%
Attitudes towards services	I like to use AI tools (e.g., ChatGPT) to handle everyday tasks: 50% I prefer services that involve personal contact: 43% I often get frustrated that AI systems don’t understand my requests: 38% I tend to book services online: 32% I’m happy to pay for services that make my life easier and more convenient: 29% I often get annoyed by unexpected booking fees: 25% None of the above: 18%
Attitudes towards health care	I would like to do more for my health: 92% I undergo regular medical checkups: 69% I can imagine getting a prescription for cannabis for medical reasons: 46% Patients have to pay too much for medications and medical treatments: 38% I have little confidence in the safety of vaccinations: 0% I prefer alternative healing methods to conventional medicine: 0% None of the above: 0%
Attitudes to travel	I enjoy being in nature when I travel: 80% I use my smartphone as a travel guide when on vacation: 67% Sustainable travel is important to me: 62% Before booking a trip, I check how safe the destination is: 50% When traveling, I want unique experiences: 47% I book travel services spontaneously via my smartphone: 27% I’m always on the lookout for the cheapest travel deals: 20% I can imagine planning my trips entirely with AI tools (e.g., ChatGPT): 15% I can’t afford to go on vacation this year: 10% None of the above: 3%
Attitudes towards personal finances	I have a clear understanding of my financial situation: 69% I could see myself handling all my financial matters exclusively online: 54% I am worried about my financial future: 38% I have donated to charity in the last 12 months: 31% I could save a lot of money if I followed the advice of a financial expert: 8% I am willing to cover the costs of account maintenance and transactions: 8% None of the above: 8% I would like to see more payment options using cryptocurrencies: 0%
Own assessment of the personal economic situation	Positive: 50% Neither positive nor negative: 30% Very positive: 10% Negative: 7% Very negative: 3% Don't know: 0%
Attitudes towards mobility	I rely on a car: 60% I can imagine using a self-driving car: 40% I try to choose more environmentally friendly modes of transportation: 40% The lack of infrastructure prevents me from buying an electric car: 40% Public transportation in my region is good: 40% I spend too much time commuting: 33% Due to fuel prices, I opt for other modes of transportation (e.g., the bicycle): 27% I am a car enthusiast: 27% There are not enough parking spaces in my neighborhood: 23% None of the above: 3%
Settings for consumer electronics	When buying electronic devices, I pay particular attention to energy efficiency: 65% I would like to control my home via smartphone or voice commands: 41% I want the best audio and video experience on all my devices: 24% I buy new electronics even if my old model still works: 12% None of the above: 12% Electronics are a status symbol for me (e.g., a smartphone): 6% Due to supply shortages last year, I was unable to buy new electronic devices: 6%
Settings for insurances	I am well informed about my personal insurance policies: 62% I could see myself managing my insurance exclusively online: 54% I am willing to share behavioral data with insurance companies to get lower rates: 31% I would benefit from advice from an insurance expert: 23% I am worried that I might not be adequately insured: 23% I trust my insurance company to handle my claims: 15% None of the above: 0%
Settings for online advertising	Ads don't bother me as long as I get free content in return: 61% Online ads often annoy me: 54% I use ad blockers online: 50% I have bought products because celebrities or influencers promoted them: 39% I don’t mind if companies use my data for advertising purposes: 29% I often find it hard to distinguish ads from content: 14% None of the above: 0%
Digital advertising touchpoints	Search engines: 67% Social media: 61% Online stores: 45% Video platforms: 44% Online magazines/newspapers: 38% Brand websites: 37% Newsletters: 31% Music streaming platforms: 28% Podcasts: 27% Blogs / Forums: 15% Video games: 7% Other(s): 7% I did not encounter any digital advertising: 5% I don’t know: 3%
Non-digital advertising touchpoints	In-store: 47% Direct mail: 42% In print magazines: 40% On TV: 40% On the radio: 39% In print newspapers: 33% At the movies: 16% I haven't come across any non-digital ads yet: 6% I don’t know: 4% Other: 3%
Purchases of publishing media (last 12 months)	Books (print): 52% Magazines (print): 32% Daily newspapers (print): 24% Weekly newspapers (print): 24% eBooks: 16% None of the above: 12% Podcasts: 8%
Use of publishing media (last 12 months)	Books (print): 60% Podcasts: 56% Weekly newspapers (print): 48% Daily newspapers (print): 40% Magazines (print): 40% eBooks: 28% None of the above: 0%
TV usage by duration (per week)	1 to 5 hours: 32% 6 to 10 hours: 20% Less than one hour: 16% 11 to 15 hours: 12% I don't use this media service: 12% 16 to 20 hours: 5% More than 20 hours: 3% I don't know: 0%
Preferences for films and series by genre	Documentaries: 84% Comedies: 52% Dramas: 36% Sports: 28% Other: 20% Reality TV: 16% Horror: 13% Soap Operas + Telenovelas: 4% Don't know: 0%
Use of social media by brand	YouTube: 69% Instagram: 56% LinkedIn: 51% Facebook: 49% TikTok: 26% Reddit: 24% X (Twitter): 19% Pinterest: 19% Snapchat: 13% XING: 12% Twitch: 12% I use social media irregularly: 7% Quora: 3% Other(s): 3% Tumblr: 2% Flickr: 2% WeChat: 1% Jodel: 1% Clubhouse: 1% BeReal: 1%
Activities in the social media	Private messages sent: 53% Posts by other users liked or people followed: 43% Comments on posts: 40% Images / videos / text / status updates posted: 28% Liked posts by influencers/content creators or followed them: 25% Liked posts by companies or followed companies: 22% Shared posts by other users: 21% Shared posts by influencers/content creators: 16% I only used social media passively: 16% Shared company posts: 11% I did not use social media: 11% Other: 6%
User typology of social media	Communicator: 62% Follower: 53% Influencer: 33% Content Poster: 28% Passive User: 16% Non-User: 11% Other: 6%
Products/topics talked about online	Politics: 36% Movies & TV Shows: 36% None of the above: 32% Vacation & Travel: 32% Computers, Smartphones & Technology: 32% Cars & Motorcycles: 29% Sports: 29% Games / Video Games: 25% Food & Drink: 25% Social Issues: 21% Household: 18% Fashion: 18% Music: 18% Celebrities: 18% Beauty & Personal Care: 14% Health & Medicine: 11% Family & Children: 11% Books: 11% Art & Culture: 4%
Use of AI	Online research: 63% Education + learning: 55% Planning + time management (e.g., to-do lists, scheduling): 38% News and communication (e.g., emails, text messages, translations): 38% Travel planning: 38% Shopping research: 38% Finance + taxes (e.g., expenses, investments): 38% Nutrition & meal planning: 25% Legal or administrative support: 25% Creative design (e.g., art / image / video production): 25% Health & fitness: 25% Technical support: 25% Parenting or family support: 13% Other(s): 8% I do not actively use AI tools: 5% Psychological support: 0% Assistance with household repairs and maintenance: 0% DIY + Hobbies: 0% Social interaction: 0%
Internet access by type	Landline internet connection (e.g., DSL, cable, fiber optic): 100% Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 35% Satellite internet: 0% Other: 0% I don't know: 0% I don't have an internet connection at home: 0%
Internet usage by provider/brand	Vodafone: 50% Telekom: 31% Other: 13% O2: 6% 1&1: 0% Congstar: 0% EWE: 0% Pyur: 0% Starlink: 0% Unitymedia: 0% Don't know: 0%
Website and online service usage by type	Online stores: 82% Social media: 79% AI tools (e.g., ChatGPT): 75% News platforms: 75% Video platforms: 71% Company websites: 64% Newsletters: 43% Blogs: 18% None of the above: 0%
Search engine usage by brand	Google: 93% Google Gemini: 63% ChatGPT: 50% Microsoft Copilot: 38% Ecosia: 25% Perplexity: 22% Bing: 21% DuckDuckGo: 18% deepseek: 8% Yahoo!: 5% I don't use search engines: 4% Baidu: 1% search.com: 1% Ask.com: 1% Yandex: 1% AOL: 1% WebCrawler: 0%
Online payments by type	Debit card: 62% Direct debit: 38% Invoice: 31% Credit card: 31% Prepaid cards / gift cards: 23% Other: 8% Cash on delivery: 0%
Purchasing settings	I shop at local stores to support businesses in my area: 75% When shopping, I look for special offers: 53% I enjoy shopping for fun: 50% I tend to make spontaneous purchases in stores: 47% I prefer shopping in stores to shopping online: 25% I always shop at the same stores: 21% None of the above: 21%
Shopping Settings	I shop at local stores to support businesses in my area: 75% When shopping, I look for special offers: 53% I enjoy shopping for fun: 50% I tend to make spontaneous purchases in stores: 47% I prefer shopping in stores to shopping online: 25% I always shop at the same stores: 21% None of the above: 21%
Online shopping settings	Before making major purchases, I first look for information online: 68% Online customer reviews are very helpful: 53% I want to see and touch the items before buying: 37% I look forward to using AR/VR while shopping (e.g., virtual try-on): 32% I want to receive my purchases on the same day: 26% None of the above: 5%
High brand awareness by category	Smartphones: 71% PCs and laptops: 60% TV + Hi-Fi: 47% Shoes: 46% Home appliances: 45% Clothing: 43% Cars, motorcycles, bicycles: 41% Food + non-alcoholic beverages: 31% Cosmetics + personal care: 29% Sports + outdoor products: 28% Alcoholic beverages: 25% Pet supplies: 21% Laundry & cleaning supplies: 21% Bags + Luggage: 21% Furniture + Household Goods: 17% DIY + Garden Products: 16% Toys + Baby Products: 15% Accessories: 13% Stationery + Hobbies: 11% None of the above: 11%
Sources of inspiration for new products	Search engines (such as Google): 61% Friends and acquaintances: 57% In-store: 57% Brand websites: 46% Social media: 46% Online stores: 46% Online magazines/newspapers: 36% Price comparison sites: 32% Video platforms: 29% AI tools (e.g., ChatGPT): 25% Magazines/newspapers (print): 25% Customer reviews: 21% Coupon and deal platforms: 21% Influencers / content creators: 18% Podcasts: 18% Celebrities: 14% Blogs: 11% Online forums: 11% Q&A platforms: 7% None of the above: 4%
Information sources for product research	Search engines (such as Google): 89% Brand websites: 50% Customer reviews: 39% Friends and acquaintances: 39% Video platforms: 36% In-store: 36% Price comparison sites: 36% Social media: 32% Online forums: 29% Online stores: 29% AI tools (e.g., ChatGPT): 25% Online magazines/newspapers: 21% Blogs: 11% Magazines/newspapers (print): 11% Q&A platforms: 7% Coupon and deal platforms: 7% Podcasts: 0% None of the above: 0%
Interest in product categories	Books, Movies, Music & Games: 63% Cars: 63% Clothing: 63% Shoes: 63% Stationery + Hobbies: 47% Drugstore + Health Products: 42% Home Appliances: 42% DIY + Garden Products: 37% Bicycles: 37% Pet Supplies: 37% Sports + outdoor products: 37% Cosmetics + personal care: 32% Laundry & cleaning supplies: 32% Motorcycles: 26% Furniture + home goods: 16% Toys + baby products: 5% None of the above: 0%
Food consumed regularly	Fruit or vegetables: 95% Bread and baked goods: 84% Eggs: 79% Potatoes: 79% Pasta: 68% Rice: 65% Snacks or potato chips: 63% Meat or sausage products: 62% Breakfast cereals: 58% Fish or seafood: 58% Candy or chocolate: 53% Jam or chocolate spread: 47% Frozen foods: 45% Meat alternatives (e.g., vegan sausages and plant-based burger patties): 38% Ice cream: 37% Dairy alternatives (e.g., almond milk and oat yogurt): 32% Ready-made meals: 26% None of the above: 0%
Smartphone by brand	Apple: 42% Samsung: 35% Xiaomi/Mi: 12% Google: 6% OnePlus: 3% Other: 2% HTC: 0% Huawei: 0% Motorola: 0% Nokia: 0% OPPO: 0% Realme: 0% Sony: 0% ZTE: 0% Don't know: 0% No answer: 0%
Use of financial products	Savings accounts: 50% Real estate: 46% Insurance policies with investment components (e.g., life insurance): 31% Cryptocurrencies (e.g., Bitcoin): 23% Precious metals (e.g., gold): 23% Loans: 15% Mortgages: 0% Don't know: 0%

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Ministry of the Environment, Nature Conservation, and Transport of North Rhine-Westphalia – Natural Scientists – Candidate Persona – Update 1 2026 [Target Audience Matrix]

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