Ministry of the Environment, Nature Conservation, and Transport of North Rhine-Westphalia – Technical Specialists – 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: 33%; 18 - 29 years: 10%

Gender: Male: 77%; Female: 23%

Marital status: Married: 45%; Single / unmarried: 30%; In a relationship: 17%; Divorced / widowed: 8%; I'd rather not say: 0%

State: North Rhine-Westphalia: 70%; Lower Saxony: 6%; Rhineland-Palatinate: 6%; Hesse: 5%; Baden-Württemberg: 2%; Bavaria: 2%; Berlin: 1%; Brandenburg: 1%; Bremen: 1%; Hamburg: 1%; Mecklenburg-Western Pomerania: 1%; Saarland: 1%; Saxony: 1%; Saxony-Anhalt: 1%; Schleswig-Holstein: 1%; Thuringia: 1%

Size of residence: 20.000 up to 100.000 Inhabitants: 27%; 5.000 up to 20.000 Inhabitants: 22%; Under 5.000 Inhabitants: 17%; 100.000 up to 500.000 Inhabitants: 17%; 500.000 up to 1.000.000 Inhabitants: 8%; 1.000.000 up to 5.000.000 Inhabitants: 7%; I don't know: 1%

Household size: 1 Person: 32%; 2 Persons: 31%; 3 Persons: 20%; 4 Persons: 13%; 5 or more persons: 4%

Current accommodation: I live in a rented apartment: 56%; I live in my own home: 29%; I live in my own home: 9%; I live in a rented house: 6%

Pets in the household: I have no pets: 52%; Cat: 26%; Dog: 24%; Fish: 6%; Bird (e.g. budgerigar, parrot): 4%; Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 4%; Reptile (e.g. lizard, snake, turtle): 1%; Other(s): 1%

Annual household income: €36,000 to €50,400: 26%; 50 400 € to 69 600 €: 18%; €69,600 to €91,200: 17%; €26,400 to €36,000: 13%; 91 200 € to 117 600 €: 7%; I'd rather not say that: 5%; 21 600 € to 26 400 €: 3%; 117 600 € to 148 800 €: 3%; 148 800 € and more: 2%

Effects of economic circumstances: I have tried to spend less money: 57%; My cost of living has risen noticeably: 54%; My financial situation has deteriorated: 28%; I have experienced anxiety and feelings of stress: 22%; None of the above: 14%

Education level: Vocational training (journeyman / master craftsman): 68%; Bachelor's degree or equivalent: 17%; Master's degree or equivalent: 15%; No formal education: 0%; Elementary school: 0%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%; University entrance qualification / Abitur: 0%; Doctoral degree or comparable: 0%

Behavior in the healthcare sector: Consulted a family doctor: 63%; Consulted a specialist: 50%; Underwent a medical examination: 40%; None of the above: 17%; Was treated as an outpatient in a hospital: 10%; Was in inpatient treatment in a hospital: 9%; Has undergone surgery: 9%; Consulted an alternative medicine practitioner: 4%

Diets and nutrition: I do not follow any dietary rules: 60%; Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 18%; Vegetarians (do not eat meat or fish): 7%; Lactose-free: 6%; Low-carb / no-carb: 6%; Gluten-free (i.e. no wheat products): 4%; Other(s): 4%; Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 2%; Pescetarian (eats fish but no meat): 0%

Facts for recruiting

Where are you looking for new jobs or open for job opportunities?: Job boards such as StepStone and Co.: 66%; Career website of companies: 60%; Websites: 54%; Search engine advertising: 34%; Apps: 32%; Instagram: 30%; Classifieds portals: 28%; Specialist job boards: 26%; YouTube: 25%; Direct contact by e-mail: 18%; TikTok: 17%; LinkedIn: 16%; XING: 12%; Direct approach via message in social networks: 11%; Banner advertising: 10%; Facebook: 9%; Direct approach by telephone: 8%; Trade media: 5%; Pinterest: 2%

What is your favorite way to apply?: Via the career website: 42%; By e-mail: 40%; Via a job exchange: 20%; Via smartphone: 18%; No preference: 8%; Via social media: 5%; By post: 2%

What makes a good application process for you?: Prompt feedback (acknowledgment of receipt, update on next steps and timeline): 88%; It has to be done quickly: 76%; The texts must be formulated in an appealing way: 38%; The photos accompanying the job advertisement should show authentic employees: 36%; Video insights into the company as part of the job posting: 30%; Mobile-optimized application process: 24%

What has ever stopped you from applying for a job?: The application process was too cumbersome: 64%; I had to register to apply: 62%; The text read like a standard job posting: 40%; The text was too long: 36%; The text was poorly worded: 30%; The site was not optimized for mobile: 28%; The pictures looked like they were from a catalog: 20%; I didn't like the layout: 14%; None of this / I have never been in this situation: 12%

What content are companies most likely to use to make you aware of new jobs?: Short videos: 64%; Insights behind the scenes of the company (as video, photo, text): 58%; Social media content: 56%; Short photo/text combinations: 46%; On-site events (trade shows, etc.): 40%; Infographics: 26%; Quizzes, games, challenges: 22%; Digital / hybrid events: 16%; Useful content (tips, tricks, etc.): 14%; Lectures & webinars: 12%; Podcasts: 8%; None of the above: 4%; eBooks / Whitepapers: 2%

Personal characteristics & attitudes

Hobbies and interests: Outdoor activities: 52%; Technology & Computers: 46; Travel: 39%; Gardening and plants: 31%; Video games: 31%; DIY, arts & crafts: 28%; Read: 27%; Pets: 26%; Shopping: 24; Board games / card games: 19; Photography: 14%; Making music: 10%; Meditation / Wellness: 7%; Writing: 5%; Other(s): 5%; I don't know: 1%

Important aspects of life: A happy relationship: 54%; Leading an honest and respectable life: 45%; Security: 44%; Enjoy life: 41%; Making my own decisions: 35%; Social justice: 24%; New learning: 18%; Be successful: 17%; Traditions: 15%; Advance in my career: 8%

Attitude towards innovation: I only buy new technologies if they have been tried and tested in practice: 58%; I like to keep up with the latest technology: 35%; I like to try out innovative products: 30%; The products I buy must meet the highest standards: 15%; In my circle of friends, I'm usually the first to try out a new technology: 12; Always having the latest technology is important to me: 8%; None of the above: 4%

Types of innovation adaptation: Early majority: 38%; Late majority: 24%; Early adopters: 18%; Latecomers: 15%; Innovators: 5%

Food attitudes: When grocery shopping, I usually look for low prices and special offers: 54%; I actively try to eat healthily: 42%; I try to avoid plastic packaging when I buy food: 42%; I try to eat less meat: 40%; Food must be convenient and fast: 33%; I avoid artificial flavorings and preservatives: 32%; I don't like cooking: 21%; I am open to eating lab-grown meat (cultured meat): 17%; I can't afford to eat healthy: 12%; None of the above: 6%

Internet settings: Mobile phone reception is good in the area where I live: 56%; I really appreciate having mobile internet access everywhere: 53%; I am worried that my data will be misused on the Internet: 33%; I am well informed about cybersecurity: 31%; None of the above: 11%

Attitudes towards digital media: It's too expensive to be able to afford all the streaming services I want: 48%; Best picture and sound quality is important to me: 38%; I enjoy watching movies and TV shows on my smartphone: 29%; I prefer to subscribe to a bundle of streaming services: 29%; I prefer platforms with personalized recommendations: 21%; I usually subscribe to streaming services for short-term use and then cancel them: 15%; None of the above: 13%

Attitudes towards services: None of the above: 33%; I prefer services that involve personal contact: 29%; I like to use AI tools (e.g., ChatGPT) to handle everyday tasks: 28%; I am happy to pay for services that make my life easier and more convenient: 27%; I tend to book services online: 25%; I often get frustrated that AI systems don't understand my queries: 13%; I often get annoyed by unexpected booking fees: 11%

Attitudes towards health care: I undergo regular medical examinations: 53%; I would like to do more for my health: 52%; Patients have to pay too much for medications and medical treatments: 40%; I can imagine getting a prescription for cannabis for medical reasons: 33%; I have little confidence in the safety of vaccinations: 12%; I prefer alternative healing methods to classical medicine: 8%; None of the above: 5%

Attitudes to travel: I like being in nature when I travel: 49; When I'm on vacation, I use my smartphone as a travel guide: 45%; When I travel, I want to have unique experiences: 40%; Before I book a trip, I check how safe the destination is: 38%; I'm always on the lookout for the best travel deals: 28%; Sustainable travel is important to me: 28%; I can imagine planning my trips entirely using AI tools (e.g., ChatGPT): 20%; I book travel services on the fly using my smartphone: 19%; I can't afford to go on vacation this year: 18%; None of the above: 7%

Attitudes towards personal finances: I am fully aware of my financial situation: 58%; I could imagine handling all financial matters exclusively online: 41%; I am worried about my financial future: 35%; I am willing to cover the account maintenance and transaction fees: 23%; I have donated to charity in the past 12 months: 19%; I could save a lot of money if I followed the advice of a financial expert: 9%; I would like to see more payment options using cryptocurrencies: 9%; None of the above: 8%

Own assessment of the personal economic situation: Neither positive nor negative: 40%; Positive: 35%; Negative: 14%; Very negative: 6%; Very positive: 5%; I don't know: 0%

Attitudes towards mobility: I rely on a car: 67%; I am a car enthusiast: 46%; Public transport in my region is good: 40%; I try to choose more environmentally friendly modes of transportation: 35%; I can imagine using a self-driving car: 33%; The lack of infrastructure is preventing me from buying an electric car: 33%; Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 27; There are not enough parking spaces in my neighborhood: 22%; I spend too much time commuting: 16%; None of the above: 3%

Settings for consumer electronics: When buying electronic devices, I pay particular attention to energy efficiency: 55%; I want the best audio and video experience on all my devices: 39%; I would like to control my home using my smartphone or voice commands: 27%; None of the above: 19%; I buy new electronics even if my old model still works: 18%; For me, electronics are a status symbol (e.g., a smartphone): 16%; Due to supply shortages last year, I was unable to buy any new electronic devices: 4%

Settings for insurances: I am well informed about my personal insurance contracts: 50%; I trust my insurance company to handle my claims: 37%; I could imagine managing my insurance exclusively online: 36%; I would benefit from consulting with an insurance expert: 13%; I am willing to share behavioral data with insurance companies in order to get lower rates: 13%; I'm worried that I might not be adequately insured: 11%; None of the above: 11%

Media use & consumption

Settings for online advertising: Online ads often annoy me: 54%; Ads don't bother me as long as I get free content in return: 47%; I use ad blockers online: 34%; I don't mind if companies use my data for advertising purposes: 21%; I have bought products because celebrities or influencers have advertised them: 14; I often find it hard to tell the difference between advertising and content: 7%; None of the above: 4%

Digital advertising touchpoints: Search engines: 51%; Social media: 51%; Online stores: 40%; Video platforms: 38%; Newsletter: 26%; Music streaming platforms: 21%; Online magazines/newspapers: 21%; Brand websites: 20%; Video games: 19%; Podcasts: 12%; Blogs / Forums: 8%; I have not come across any digital advertising: 8%; Other(s): 4%; I don't know: 4%

Non-digital advertising touchpoints: Direct mail / advertising mail: 45%; On television: 44%; Directly in the store: 41%; On the radio: 40%; In printed daily newspapers: 26%; In printed magazines: 24%; At the cinema/movie theater: 11%; I haven't come across non-digital ads yet: 9%; I don't know: 5%; Other(s): 3%

Purchases of publishing media (last 12 months): None of the above: 37%; Books (Print): 21%; Daily newspapers (print): 21%; Magazines (print): 20%; Weekly newspaper (print): 12%; eBooks: 10%; Podcasts: 8%

Use of publishing media (last 12 months): Podcasts: 36%; Daily newspapers (print): 32%; Books (Print): 25%; Magazines (print): 25%; Weekly newspaper (print): 23%; eBooks: 15%; None of the above: 8%

TV usage by duration (per week): 1 up to 5 hours: 21%; 6 up to 10 hours: 19%; 11 up to 15 hours: 17%; More than 20 hours: 16%; I do not use this media service: 12%; 16 up to 20 hours: 8%; Less than one hour: 6%; I don't know: 0%

Preferences for films and series by genre: Documentaries: 59%; Comedies: 55%; Sport: 38%; Dramas: 25%; Horror: 22%; Reality TV: 10%; Soap operas + telenovas: 1%; Other(s): 1%; I don't know: 0%

Use of social media by brand: YouTube: 67%; Facebook: 54%; Instagram: 49%; TikTok: 29%; X (Twitter): 16%; LinkedIn: 15%; Twitch: 12%; Snapchat: 11%; Pinterest: 10%; Reddit: 10%; I use social media irregularly: 8%; XING: 7%; Other(s): 4%; BeReal.: 2%; Quora: 1%; Tumblr: 1%; Yodel: 1%; WeChat: 1%; Flickr: 1%; Clubhouse: 1%

Activities in the social media: Private messages sent: 53%; Posts liked or followed by other users: 37%; Commented on posts: 33%; Images / videos / texts / status updates posted: 24%; Posts shared by other users: 21%; I have only used social media passively: 21%; Posts from influencers/content creators liked or followed: 19%; Posts from companies liked or followed companies: 17%; Posts shared by influencers / content creators: 9%; I have not used social media: 9%; Company posts shared: 7%; Other(s): 4%

User typology of social media: Communicator: 61%; Followers: 46%; Multiplier: 27%; Content Poster: 24%; Passive user: 21%; Non-users: 9%; Other(s): 4%

Products/topics talked about online: Sport: 30%; Music: 30%; Vacation & Travel: 29%; Computers, smartphones & technology: 28%; Movies & series: 28%; None of the above: 27%; Food & drink: 24%; Games / Video games: 23%; Politics: 22%; Cars & motorcycles: 22%; Social issues: 18%; Budget: 16%; Family & children: 15%; Beauty & body care: 15%; Health & Medicine: 14%; Fashion: 13%; Books: 12%; Celebrities: 11%; Art & Culture: 9%

Use of AI: Online research: 36%; Technical Support: 25%; Education + Learning: 21%; Travel planning: 21%; Research for purchasing: 19%; I do not actively use AI tools: 18%; Messaging and communication (e.g., emails, text messages, translations): 18%; Finance + Taxes (e.g., expenses, investments): 18%; Nutrition & Meal Planning: 16%; Planning + Time Management (e.g., to-do lists, scheduling): 16%; Creative design (e.g., art / visual / video production): 16%; Assistance with household repairs and maintenance: 13%; Health & Fitness: 12%; Legal or administrative support: 10%; Psychological support: 9%; DIY + Hobbies: 9%; Other(s): 7%; Child-rearing or family support: 4%; Society: 4%

Internet access by type: Landline Internet connection (e.g., DSL, cable, fiber optic): 82%; Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 18%; 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: Telekom: 39%; Vodafone: 26%; 1&1: 12%; O2: 9%; Other(s): 7%; EWE: 1%; Pyur: 1%; Congstar: 0%; Starlink: 0%; Unitymedia: 0%; I don't know: 0%

Website and online service usage by type: Online stores: 77%; Social media: 64%; Video platforms: 51%; News platforms: 47%; AI tools (e.g., ChatGPT): 46%; Newsletter: 39%; Company websites: 32%; Blogs: 12%; None of the above: 4%

Search engine usage by brand: Google: 91%; ChatGPT: 54%; Google Gemini: 21%; Microsoft Copilot: 19%; Bing: 15%; DuckDuckGo: 13%; Ecosia: 7%; Yahoo!: 7%; Perplexity: 6%; deepseek: 4%; AOL: 3%; Ask.com: 2%; Yandex: 2%; search.com: 1%; Baidu: 1%; I do not use search engines: 1%; WebCrawler: 0%

Online payments by type: By invoice: 43%; Credit card: 39%; Direct debit: 36%; Debit card: 30%; Prepaid cards / vouchers: 24%; Payment on delivery: 3%; Other(s): 0%

Purchasing settings: When shopping, I look out for special offers: 74%; I shop at local stores to support businesses in my area: 40%; I always store in the same stores: 36%; I like to go shopping just for fun: 32%; I prefer to shop in stores rather than online: 32%; I tend to make impulse purchases in stores: 31%; None of the above: 11%

Shopping Settings: When shopping, I look out for special offers: 74%; I shop at local stores to support businesses in my area: 40%; I always store in the same stores: 36%; I like to go shopping just for fun: 32%; I prefer to shop in stores rather than online: 32%; I tend to make impulse purchases in stores: 31%; None of the above: 11%

Online shopping settings: Before making a major purchase, I first look it up online: 71%; Customer reviews on the Internet are very helpful: 56%; I want to see and touch the items before buying them: 30%; I look forward to using AR/VR while shopping (e.g., virtual try-on): 13%; I would like to receive my purchases the same day: 11%; None of the above: 4%

High brand awareness by category: Smartphones: 62; TV + Hi-Fi: 48%; PCs and laptops: 47%; Cars, motorcycles, bicycles: 40%; Shoes: 38%; Household appliances: 34%; Clothing: 33%; Alcoholic beverages: 25%; Sports + outdoor products: 23%; Food + non-alcoholic drinks: 19; Detergents & cleaning agents,: 18%; DIY + garden products: 17%; Cosmetics + body care: 17%; None of the above: 15%; Pet supplies: 13%; Furniture + household goods: 10%; Stationery + hobby supplies: 9%; Bags + luggage: 8%; Toys + baby products: 8%; Accessories: 8

Sources of inspiration for new products: Search engines (such as Google): 60%; Friends and acquaintances: 51%; Online stores: 51%; In-store: 49%; Price comparison websites: 36%; Social media: 33%; Brand websites: 27%; Video platforms: 26%; Customer ratings: 22%; Magazines / Newspapers (Print): 22%; Online magazines/newspapers: 18%; Coupon and deal platforms: 17%; AI tools (e.g., ChatGPT): 16%; Online forums: 14%; Influencer / Content Creator: 11; Blogs: 5%; Podcasts: 5%; Celebrities: 5%; None of the above: 4%; Q&A platforms: 1%

Information sources for product research: Search engines (such as Google): 70%; Online stores: 46%; Price comparison websites: 39%; Brand websites: 34%; In-store: 32%; Customer ratings: 28%; AI tools (e.g., ChatGPT): 24%; Friends and acquaintances: 23%; Social media: 20%; Online forums: 17%; Video platforms: 17%; Online magazines/newspapers: 11%; Coupon and deal platforms: 10%; Magazines / Newspapers (Print): 10%; Q&A platforms: 5%; Blogs: 4%; Podcasts: 3%; None of the above: 2%

Interest in product categories: Cars: 48%; Books, movies, music & games: 46%; Shoes: 44%; Clothing: 43%; Sports + outdoor products: 35%; DIY + garden products: 35%; Household appliances: 32%; Drugstore + health products: 29%; Furniture + household goods: 23%; Bicycles: 21%; Pet supplies: 21%; Detergents & cleaning agents,: 21%; Cosmetics + body care: 20%; Stationery + hobby supplies: 19%; Motorcycles: 17%; Toys + baby products: 11%; None of the above: 3%

Food consumed regularly: Bread and bakery products: 81%; Meat or sausage products: 78%; Eggs: 75%; Fruit or vegetables: 74%; Pasta: 68%; Potatoes: 68%; Rice: 63%; Candy or chocolate: 54%; Frozen foods: 48%; Jam or chocolate spread: 45%; Snacks or potato chips: 43%; Fish or seafood: 37%; Ready meals: 36%; Ice cream: 35%; Breakfast cereals: 25%; Meat substitute products (e.g. vegan sausages and plant-based burger patties): 12%; Milk substitutes (e.g., almond milk and oat yogurt): 11%; None of the above: 0%

Smartphone by brand: Samsung: 41%; Apple: 25%; Xiaomi/Mi: 17%; Motorola: 4%; Google: 3%; Other(s): 3%; Huawei: 2%; OPPO: 2%; Sony: 1%; ZTE: 1%; HTC: 0%; Nokia: 0%; OnePlus: 0%; Realme: 0%; I don't know: 0%; No answer: 0%

Use of financial products: Savings accounts: 59%; Insurance with investment elements (e.g. life insurance): 25%; Loans: 23%; Cryptocurrencies (e.g. Bitcoin): 20%; Real estate: 19%; Precious metals (e.g. gold): 13%; Mortgages: 10%; I don't know: 2%


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: 33% Ages 18–29: 10%
Gender	Male: 77% Female: 23%
Marital status	Married: 45% Single / unmarried: 30% In a relationship: 17% Divorced / widowed: 8% I'd rather not say: 0%
State	North Rhine-Westphalia: 70% Lower Saxony: 6% Rhineland-Palatinate: 6% Hesse: 5% Baden-Württemberg: 2% Bavaria: 2% Berlin: 1% Brandenburg: 1% Bremen: 1% Hamburg: 1% Mecklenburg-Western Pomerania: 1% Saarland: 1% Saxony: 1% Saxony-Anhalt: 1% Schleswig-Holstein: 1% Thuringia: 1%
Size of residence	20,000 to 100,000 inhabitants: 27% 5,000 to 20,000 inhabitants: 22% Under 5,000 inhabitants: 17% 100,000 to 500,000 inhabitants: 17% 500,000 to 1,000,000 inhabitants: 8% 1,000,000 to 5,000,000 residents: 7% Don’t know: 1%
Household size	1 person: 32% 2 people: 31% 3 people: 20% 4 people: 13% 5 or more people: 4%
Current accommodation	I live in a rented apartment: 56% I live in my own house: 29% I live in my own apartment: 9% I live in a rented house: 6%
Pets in the household	I don't have any pets: 52% Cat: 26% Dog: 24% Fish: 6% Bird (e.g., budgie, parrot): 4% Rodents (e.g., rabbit, hamster, guinea pig, mouse, rat): 4% Reptile (e.g., lizard, snake, turtle): 1% Other: 1%
Annual household income	€36,000 to €50,400: 26% €50,400 to €69,600: 18% €69,600 to €91,200: 17% €26,400 to €36,000: 13% €91,200 to €117,600: 7% I’d rather not say: 5% €21,600 to €26,400: 3% €117,600 to €148,800: 3% €148,800 and above: 2%
Effects of economic circumstances	I have tried to spend less money: 57% My living expenses have gone up noticeably: 54% My financial situation has gotten worse: 28% I have experienced anxiety and stress: 22% None of the above: 14%
Education level	Vocational training (journeyman/master craftsman): 68% Bachelor’s degree or equivalent: 17% Master’s degree or equivalent: 15% No formal education: 0% Elementary school: 0% Primary school diploma, lower secondary school diploma, intermediate school diploma: 0% High school diploma / Abitur: 0% Doctorate or equivalent: 0%
Behavior in the healthcare sector	Consulted a general practitioner: 63% Consulted a specialist: 50% Underwent a medical examination: 40% None of the above: 17% Received outpatient treatment at a hospital: 10% Was hospitalized: 9% Underwent surgery: 9% Consulted an alternative practitioner: 4%
Diets and nutrition	I don't follow any dietary guidelines: 60% Flexitarian (primarily plant-based diet with occasional meat or fish consumption): 18% Vegetarian (does not eat meat or fish): 7% Lactose-free: 6% Low-carb / No-carb: 6% Gluten-free (i.e., no wheat products): 4% Other: 4% Vegan (no meat, fish, or other animal products, e.g., eggs and dairy): 2% Pescatarian (eats fish but no meat): 0%
Where are you looking for new jobs or open for job opportunities?	Job boards such as StepStone and others: 66% Company career websites: 60% Websites: 54% Search engine advertising: 34% Apps: 32% Instagram: 30% Classifieds portals: 28% Industry-specific job boards: 26% YouTube: 25% Direct contact via email: 18% TikTok: 17% LinkedIn: 16% XING: 12% Direct contact via social media messages: 11% Banner ads: 10% Facebook: 9% Direct contact via phone: 8% Trade media: 5% Pinterest: 2%
What is your favorite way to apply?	Via the career website: 42% Via email: 40% Via a job board: 20% Via smartphone: 18% No preference: 8% Via social media: 5% Via mail: 2%
What makes a good application process for you?	Prompt feedback (acknowledgment of receipt, update on next steps and timeline): 88% Speed is essential: 76% The text must be engaging: 38% Photos in the job posting should show authentic employees: 36% Video insights into the company as part of the job posting: 30% Mobile-optimized application process: 24%
What has ever stopped you from applying for a job?	The application process was too cumbersome: 64% I had to register to apply: 62% The text seemed like a standard job posting: 40% The text was too long: 36% The text was poorly written: 30% The site wasn't optimized for mobile: 28% The images looked like they were from a catalog: 20% I didn’t like the layout: 14% None of the above / I’ve never been in this situation: 12%
What content are companies most likely to use to make you aware of new jobs?	Short videos: 64% Behind-the-scenes insights into the company (via video, photos, or text): 58% Social media content: 56% Short photo/text combinations: 46% On-site events (trade shows, etc.): 40% Infographics: 26% Quizzes, games, challenges: 22% Digital/hybrid events: 16% Useful content (tips, tricks, etc.): 14% Presentations & webinars: 12% Podcasts: 8% None of the above: 4% eBooks/white papers: 2%
Hobbies and interests	Outdoor activities: 52% Technology & computers: 46% Travel: 39% Gardening and plants: 31% Video games: 31% DIY, arts & crafts: 28% Reading: 27% Pets: 26% Shopping: 24% Board games / card games: 19% Photography: 14% Making music: 10% Meditation / Wellness: 7% Writing: 5% Other: 5% Don’t know: 1%
Important aspects of life	A happy relationship: 54% Living an honest and respectable life: 45% Security: 44% Enjoying life: 41% Making my own decisions: 35% Social justice: 24% Learning new things: 18% Being successful: 17% Traditions: 15% Advancing in my career: 8%
Attitude towards innovation	I only buy new technologies once they have been proven in practice: 58% I like to stay up to date with the latest technology: 35% I like to try out innovative products: 30% The products I buy must meet the highest standards: 15% Among my friends, I’m usually the first to try out new technology: 12% It’s important to me to always have the latest technology: 8% None of the above: 4%
Types of innovation adaptation	Early majority: 38% Late majority: 24% Early adopters: 18% Laggards: 15% Innovators: 5%
Food attitudes	When grocery shopping, I usually look for low prices and special offers: 54% I actively try to eat healthily: 42% I try to avoid plastic packaging when grocery shopping: 42% I try to eat less meat: 40% Meals have to be convenient and quick: 33% I avoid artificial flavorings and preservatives: 32% I don’t like cooking: 21% I’m open to eating lab-grown meat (cultured meat): 17% I can’t afford to eat healthily: 12% None of the above: 6%
Internet settings	Cell phone reception is good in my neighborhood: 56% I really appreciate having mobile internet everywhere: 53% I’m concerned that my data will be misused online: 33% I’m well-informed about cybersecurity: 31% None of the above: 11%
Attitudes towards digital media	It’s too expensive for me to afford all the streaming services I want: 48% High-quality video and audio are important to me: 38% I like to watch movies and TV shows on my smartphone: 29% I prefer to subscribe to a bundle of streaming services: 29% I prefer platforms with personalized recommendations: 21% I usually subscribe to streaming services for short-term needs and then cancel them: 15% None of the above: 13%
Attitudes towards services	None of the above: 33% I prefer services that involve personal contact: 29% I like to use AI tools (e.g., ChatGPT) to handle everyday tasks: 28% I am willing to pay for services that make my life easier and more convenient: 27% I tend to book services online: 25% I often get annoyed that AI systems don’t understand my requests: 13% I often get annoyed by unexpected booking fees: 11%
Attitudes towards health care	I undergo regular medical checkups: 53% I would like to do more for my health: 52% Patients have to pay too much for medications and medical treatments: 40% I can imagine getting a prescription for cannabis for medical reasons: 33% I have little confidence in the safety of vaccinations: 12% I prefer alternative healing methods to conventional medicine: 8% None of the above: 5%
Attitudes to travel	I enjoy being in nature when I travel: 49% I use my smartphone as a travel guide when on vacation: 45% When traveling, I look for unique experiences: 40% Before booking a trip, I check how safe the destination is: 38% I’m always on the lookout for the cheapest travel deals: 28% Sustainable travel is important to me: 28% I can imagine planning my trips entirely with AI tools (e.g., ChatGPT): 20% I book travel services spontaneously via my smartphone: 19% I can’t afford to go on vacation this year: 18% None of the above: 7%
Attitudes towards personal finances	I have a clear understanding of my financial situation: 58% I could imagine handling all my financial matters exclusively online: 41% I am worried about my financial future: 35% I am willing to cover the costs of account maintenance and transactions: 23% I have donated to charity in the last 12 months: 19% I could save a lot of money if I followed the advice of a financial expert: 9% I would like to see more payment options using cryptocurrencies: 9% None of the above: 8%
Own assessment of the personal economic situation	Neither positive nor negative: 40% Positive: 35% Negative: 14% Very negative: 6% Very positive: 5% Don't know: 0%
Attitudes towards mobility	I rely on a car: 67% I am a car enthusiast: 46% Public transportation in my region is good: 40% I try to choose more environmentally friendly modes of transportation: 35% I can imagine using a self-driving car: 33% The lack of infrastructure prevents me from buying an electric car: 33% Due to fuel prices, I opt for other modes of transportation (e.g., the bicycle): 27% There are not enough parking spaces in my neighborhood: 22% I spend too much time commuting: 16% None of the above: 3%
Settings for consumer electronics	When buying electronic devices, I pay particular attention to energy efficiency: 55% I want the best audio and video experience on all my devices: 39% I would like to control my home via smartphone or voice commands: 27% None of the above: 19% I buy new electronics even if my old model still works: 18% Electronics are a status symbol for me (e.g., a smartphone): 16% Due to supply shortages last year, I was unable to buy new electronic devices: 4%
Settings for insurances	I am well informed about my personal insurance policies: 50% I trust my insurance company to handle my claims: 37% I could imagine managing my insurance exclusively online: 36% I would benefit from advice from an insurance expert: 13% I am willing to share behavioral data with insurance companies to get lower rates: 13% I am worried that I may not be adequately insured: 11% None of the above: 11%
Settings for online advertising	Online ads often annoy me: 54% Ads don’t bother me as long as I get free content in return: 47% I use ad blockers online: 34% I don’t mind if companies use my data for advertising purposes: 21% I have bought products because celebrities or influencers promoted them: 14% I often find it hard to distinguish advertising from content: 7% None of the above: 4%
Digital advertising touchpoints	Search engines: 51% Social media: 51% Online stores: 40% Video platforms: 38% Newsletters: 26% Music streaming platforms: 21% Online magazines/newspapers: 21% Brand websites: 20% Video games: 19% Podcasts: 12% Blogs / Forums: 8% I haven’t come across any digital advertising: 8% Other(s): 4% I don’t know: 4%
Non-digital advertising touchpoints	Television commercials / Direct mail: 45% On TV: 44% In-store: 41% On the radio: 40% In print newspapers: 26% In print magazines: 24% At the movies: 11% I haven’t come across any non-digital ads yet: 9% I don’t know: 5% Other: 3%
Purchases of publishing media (last 12 months)	None of the above: 37% Books (print): 21% Daily newspapers (print): 21% Magazines (print): 20% Weekly newspapers (print): 12% eBooks: 10% Podcasts: 8%
Use of publishing media (last 12 months)	Podcasts: 36% Daily newspapers (print): 32% Books (print): 25% Magazines (print): 25% Weekly newspapers (print): 23% eBooks: 15% None of the above: 8%
TV usage by duration (per week)	1 to 5 hours: 21% 6 to 10 hours: 19% 11 to 15 hours: 17% More than 20 hours: 16% I don't use this media service: 12% 16 to 20 hours: 8% Less than one hour: 6% I don't know: 0%
Preferences for films and series by genre	Documentaries: 59% Comedies: 55% Sports: 38% Dramas: 25% Horror: 22% Reality TV: 10% Soap Operas + Telenovelas: 1% Other: 1% Don't know: 0%
Use of social media by brand	YouTube: 67% Facebook: 54% Instagram: 49% TikTok: 29% X (Twitter): 16% LinkedIn: 15% Twitch: 12% Snapchat: 11% Pinterest: 10% Reddit: 10% I use social media irregularly: 8% XING: 7% Other: 4% BeReal: 2% Quora: 1% Tumblr: 1% Jodel: 1% WeChat: 1% Flickr: 1% Clubhouse: 1%
Activities in the social media	Sent private messages: 53% Liked posts by other users or followed people: 37% Commented on posts: 33% Posted images / videos / text / status updates: 24% Shared posts by other users: 21% I only used social media passively: 21% Liked posts by influencers/content creators or followed them: 19% Liked posts from companies or followed companies: 17% Shared posts from influencers / content creators: 9% I did not use social media: 9% Shared company posts: 7% Other: 4%
User typology of social media	Communicator: 61% Follower: 46% Influencer: 27% Content Poster: 24% Passive User: 21% Non-User: 9% Other: 4%
Products/topics talked about online	Sports: 30% Music: 30% Vacation & Travel: 29% Computers, Smartphones & Technology: 28% Movies & TV Shows: 28% None of the above: 27% Food & Drink: 24% Games / Video Games: 23% Politics: 22% Cars & Motorcycles: 22% Social Issues: 18% Household: 16% Family & Children: 15% Beauty & Personal Care: 15% Health & Medicine: 14% Fashion: 13% Books: 12% Celebrities: 11% Art & Culture: 9%
Use of AI	Online research: 36% Technical support: 25% Education + learning: 21% Travel planning: 21% Research for shopping: 19% I do not actively use AI tools: 18% News and communication (e.g., emails, text messages, translations): 18% Finance + taxes (e.g., expenses, investments): 18% Nutrition & meal planning: 16% Planning + time management (e.g., to-do lists, scheduling): 16% Creative design (e.g., art / image / video production): 16% Assistance with household repairs and maintenance: 13% Health & Fitness: 12% Legal or administrative support: 10% Psychological support: 9% DIY + Hobbies: 9% Other: 7% Parenting or family support: 4% Socializing: 4%
Internet access by type	Landline internet connection (e.g., DSL, cable, fiber optic): 82% Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 18% Satellite internet: 0% Other: 0% Don't know: 0% I don't have an internet connection at home: 0%
Internet usage by provider/brand	Telekom: 39% Vodafone: 26% 1&1: 12% O2: 9% Other: 7% EWE: 1% Pyur: 1% Congstar: 0% Starlink: 0% Unitymedia: 0% Don't know: 0%
Website and online service usage by type	Online stores: 77% Social media: 64% Video platforms: 51% News platforms: 47% AI tools (e.g., ChatGPT): 46% Newsletters: 39% Company websites: 32% Blogs: 12% None of the above: 4%
Search engine usage by brand	Google: 91% ChatGPT: 54% Google Gemini: 21% Microsoft Copilot: 19% Bing: 15% DuckDuckGo: 13% Ecosia: 7% Yahoo!: 7% Perplexity: 6% deepseek: 4% AOL: 3% Ask.com: 2% Yandex: 2% search.com: 1% Baidu: 1% I don't use search engines: 1% WebCrawler: 0%
Online payments by type	Invoice: 43% Credit card: 39% Direct debit: 36% Debit card: 30% Prepaid cards / gift cards: 24% Cash on delivery: 3% Other: 0%
Purchasing settings	When shopping, I look for special offers: 74% I shop at local stores to support businesses in my area: 40% I always shop at the same stores: 36% I enjoy shopping for fun: 32% I prefer shopping in stores to shopping online: 32% I tend to make spontaneous purchases in stores: 31% None of the above: 11%
Shopping Settings	When shopping, I look for special offers: 74% I shop at local stores to support businesses in my area: 40% I always shop at the same stores: 36% I enjoy shopping for fun: 32% I prefer shopping in stores to shopping online: 32% I tend to make spontaneous purchases in stores: 31% None of the above: 11%
Online shopping settings	Before making major purchases, I first look for information online: 71% Online customer reviews are very helpful: 56% I want to see and touch the items before buying them: 30% I look forward to using AR/VR while shopping (e.g., virtual try-on): 13% I want to receive my purchases on the same day: 11% None of the above: 4%
High brand awareness by category	Smartphones: 62% TV + Hi-Fi: 48% PCs and Laptops: 47% Cars, Motorcycles, Bicycles: 40% Shoes: 38% Home Appliances: 34% Clothing: 33% Alcoholic Beverages: 25% Sports + Outdoor Products: 23% Food + Non-Alcoholic Beverages: 19% Laundry & Cleaning Supplies: 18% DIY + Garden Products: 17% Cosmetics + Personal Care: 17% None of the Above: 15% Pet Supplies: 13% Furniture + Household Goods: 10% Stationery + Hobbies: 9% Bags + Luggage: 8% Toys + Baby Products: 8% Accessories: 8%
Sources of inspiration for new products	Search engines (such as Google): 60% Friends and acquaintances: 51% Online stores: 51% In-store: 49% Price comparison sites: 36% Social media: 33% Brand websites: 27% Video platforms: 26% Customer reviews: 22% Magazines / Newspapers (print): 22% Online magazines/newspapers: 18% Coupon and deal platforms: 17% AI tools (e.g., ChatGPT): 16% Online forums: 14% Influencers / content creators: 11% Blogs: 5% Podcasts: 5% Celebrities: 5% None of the above: 4% Q&A platforms: 1%
Information sources for product research	Search engines (e.g., Google): 70% Online stores: 46% Price comparison sites: 39% Brand websites: 34% In-store: 32% Customer reviews: 28% AI tools (e.g., ChatGPT): 24% Friends and acquaintances: 23% Social media: 20% Online forums: 17% Video platforms: 17% Online magazines/newspapers: 11% Coupon and deal platforms: 10% Magazines/newspapers (print): 10% Q&A platforms: 5% Blogs: 4% Podcasts: 3% None of the above: 2%
Interest in product categories	Cars: 48% Books, Movies, Music & Games: 46% Shoes: 44% Clothing: 43% Sports + Outdoor Products: 35% DIY + Garden Products: 35% Home Appliances: 32% Drugstore + Health Products: 29% Furniture + Home Goods: 23% Bicycles: 21% Pet Supplies: 21% Laundry & cleaning supplies: 21% Cosmetics + personal care: 20% Stationery + hobby supplies: 19% Motorcycles: 17% Toys + baby products: 11% None of the above: 3%
Food consumed regularly	Bread and baked goods: 81% Meat or cold cuts: 78% Eggs: 75% Fruit or vegetables: 74% Pasta: 68% Potatoes: 68% Rice: 63% Candy or chocolate: 54% Frozen foods: 48% Jam or chocolate spread: 45% Snacks or potato chips: 43% Fish or seafood: 37% Ready-made meals: 36% Ice cream: 35% Breakfast cereals: 25% Meat alternatives (e.g., vegan sausages and plant-based burger patties): 12% Dairy alternatives (e.g., almond milk and oat yogurt): 11% None of the above: 0%
Smartphone by brand	Samsung: 41% Apple: 25% Xiaomi/Mi: 17% Motorola: 4% Google: 3% Other: 3% Huawei: 2% OPPO: 2% Sony: 1% ZTE: 1% HTC: 0% Nokia: 0% OnePlus: 0% Realme: 0% Don't know: 0% No answer: 0%
Use of financial products	Savings accounts: 59% Insurance policies with investment components (e.g., life insurance): 25% Loans: 23% Cryptocurrencies (e.g., Bitcoin): 20% Real estate: 19% Precious metals (e.g., gold): 13% Mortgages: 10% Don't know: 2%

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

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