Employees in the IT sector in 2024 [TARGET GROUP MATRIX]

DIV COLUMN (left)

Name

Name (male): Jan, Daniel, Florian, Christian, Philipp

Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age

30 - 49 years: 68%

50 - 64 years: 21%

18 - 29 years: 10%

Gender

Male: 62%

Female: 38%

Marital status

Married: 67%

Single / unmarried: 19%

In a relationship: 12%

Divorced / widowed: 3%

I'd rather not say: 0%

State

Berlin: 24%

North Rhine-Westphalia: 17%

Bavaria: 15%

Baden-Württemberg: 11%

Hesse: 7%

Lower Saxony: 6%

Hamburg: 4%

Saxony: 4%

Rhineland-Palatinate: 3%

Mecklenburg-Western Pomerania: 2%

Saxony-Anhalt: 2%

Brandenburg: 1%

Bremen: 1%

Saarland: 1%

Schleswig-Holstein: 1%

Thuringia: 1%

Size of residence

1.000.000 up to 5.000.000 Inhabitants: 35%

20.000 up to 100.000 Inhabitants: 17%

100.000 up to 500.000 Inhabitants: 16%

500.000 up to 1.000.000 Inhabitants: 14%

5.000 up to 20.000 Inhabitants: 11%

Under 5.000 Inhabitants: 6%

I don't know: 0%

Household size

4 Persons: 35%

3 Persons: 27%

2 Persons: 20%

1 Person: 15%

5 or more persons: 4%

Household constellation

My partner/spouse: 75%

My children: 59%

Living alone: 15%

My parents: 4%

Roommates: 2%

My siblings: 1%

My parents-in-law: 0%

My grandparents: 0%

My grandchildren: 0%

Children under the age of 18 in the household

No children: 45%

1 Child: 30%

2 Children: 22%

3 Children: 3%

4 Children: 0%

5 or more children: 0%

Current accommodation

I live in my own home: 51%

I live in a rented apartment: 33%

I live in my own home: 11%

I live in a rented house: 5%

Pets in the household

Cat: 41%

Dog: 37%

I have no pets: 33%

Fish: 10%

Bird (e.g. budgerigar, parrot): 6%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 6%

Reptile (e.g. lizard, snake, turtle): 3%

Insect (e.g. spider): 2%

Other(s): 1%

Annual household income

69.600 up to 91.200 Euro: 18%

91.200 up to 117.600 Euro: 17%

50.400 up to 69.600 Euro: 15%

More than 148.800 Euro: 15%

36.000 up to 50.400 Euro: 10%

117.600 up to 148.800 Euro: 9%

I'd rather not say that: 7%

Less than 18.000 euros: 3%

26.400 up to 36.000 Euro: 3%

21.600 up to 26.400 Euro: 2%

18.000 up to 21.600 Euro: 1%

Effects of economic circumstances

My cost of living has risen noticeably: 49%

I have tried to spend less money: 44%

My financial situation has deteriorated: 25%

None of the above: 25%

I have experienced anxiety and feelings of stress: 21%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 20%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 12%

I had to use up my household savings to cover my expenses: 12%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 9%

I have lost my job in the last 12 months: 5%

Education level

Bachelor or comparable: 49%

Master's degree or comparable: 45%

Doctoral degree or comparable: 6%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

University entrance qualification / Abitur: 0%

Vocational training (journeyman / master craftsman): 0%

Number of sick days (last year)

0 Days: 27%

2-3 Days: 18%

4-5 Days: 14%

6-10 Days: 14%

No answer: 10%

1 Day: 6%

More than 20 days: 6%

11-20 Days: 5%

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

Diets and nutrition

I do not follow any dietary rules: 37%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 28%

Low-carb / no-carb: 22%

Gluten-free: 13%

Other(s): 7%

Facts for recruiting

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 54%

Travel: 52%

Doing sport and fitness: 50%

Read: 50%

Meeting friends: 48%

Video games: 39%

Gardening and plants: 35%

DIY and arts and crafts: 32%

Pets: 28%

Photography: 27%

Making music: 23%

Writing: 19%

Other(s): 6%

I don't know: 1%

Important aspects of life

A happy relationship: 46%

Making my own decisions: 38%

Leading an honest and respectable life: 36%

Security: 35%

Enjoy life: 34%

New learning: 34%

Be successful: 27%

Social justice: 22%

Advance in my career: 17%

Traditions: 10%

Attitude towards innovation

I like to keep up with the latest technology: 60%

I like to try out innovative products: 58%

The products I buy must meet the highest standards: 35%

I only buy new technologies if they have been tried and tested in practice: 34%

Always having the latest technology is important to me: 31%

None of the above: 0%

Types of innovation adaptation

Early majority: 36%

Early adopters: 30%

Latecomers: 17%

Late majority: 12%

Innovators: 6%

Food attitudes

I actively try to eat healthily: 70%

I avoid artificial flavorings and preservatives: 46%

I try to avoid plastic packaging when I buy food: 41%

I try to eat less meat: 41%

Food must be convenient and fast: 27%

I have one or more food intolerances: 19%

I don't like cooking: 17%

None of the above: 2%

Internet settings

It is important to me to have good mobile Internet reception anytime and anywhere: 65%

I could no longer imagine life without the Internet: 61%

I protect my data: 54%

I am well protected against viruses and data misuse: 51%

The latest mobile communications standard is very important to me (5G): 43%

Storing confidential data online is too insecure for me: 35%

None of the above: 0%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 67%

I prefer digital content because it's easier to manage: 60%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 60%

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: 36%

I use alternative websites or apps to consume paid content for free: 28%

None of the above: 1%

Attitudes towards services

I like to organize my life with my smartphone: 54%

I am happy to pay for services that make my life easier and more convenient: 51%

I tend to book services online: 51%

I prefer services with personal contact: 34%

None of the above: 12%

I am often dissatisfied with services: 10%

Attitudes towards health care

I actively do something to stay healthy: 67%

I would like to do more for my health: 66%

I undergo regular medical examinations: 60%

I can imagine getting a prescription for cannabis for medical reasons: 40%

Patients have to pay too much for medication and medical treatment: 29%

The healthcare system often lets patients down: 29%

I prefer alternative healing methods to classical medicine: 24%

None of the above: 2%

Satisfaction with personal health

Satisfied: 56%

Very satisfied: 18%

Neither satisfied nor dissatisfied: 16%

Dissatisfied: 8%

Very dissatisfied: 1%

I'd rather not say that: 0%

Attitudes to travel

When I travel, I use my smartphone as a travel guide: 65%

I want to experience something unique when I travel: 50%

Sustainable travel is important to me: 35%

When traveling, I always make sure to take the cheapest offer: 33%

None of the above: 1%

Attitudes towards personal finances

I am fully aware of my financial situation: 61%

I could imagine handling all financial matters exclusively online: 47%

I could imagine managing all my financial matters exclusively via smartphone: 34%

I am worried about my financial future: 27%

None of the above: 6%

Own assessment of the personal economic situation

Positive: 48%

Very positive: 26%

Neither positive nor negative: 20%

Negative: 5%

Very negative: 1%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 69%

I am a car enthusiast: 52%

Public transport in my region is good: 48%

I can imagine getting into a self-driving cab: 38%

There are not enough parking spaces in my neighborhood: 34%

Driving is bad for the environment: 32%

I spend too much time commuting: 28%

None of the above: 1%

DIV COLUMN (right)

Media use & consumption

Digital advertising touchpoints

Search engines: 55%

Social media websites and apps: 50%

Online stores: 47%

Websites and apps of brands and products: 40%

Editorial websites and apps (e.g. news sites and magazines): 38%

Video games (smartphone / tablet / console / PC / smart TV): 37%

Newsletter: 31%

Music portals and streaming services (e.g. Spotify): 29%

Blogs / Forums: 26%

Other apps (smartphone / tablet / console / PC / smart TV): 25%

Other(s): 25%

I have not come across any digital advertising: 3%

I don't know: 2%

Non-digital advertising touchpoints

On billboards, screens and other advertising spaces on the move (including on public transport): 55%

On television: 49%

Directly in the store: 48%

Direct mail / advertising mail: 47%

On the radio: 42%

In printed magazines: 37%

In printed daily newspapers: 35%

At the cinema/movie theater: 33%

Other(s): 6%

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

I don't know: 2%

Purchases of publishing media (last 12 months)

Books (Print): 46%

Audiobooks (download / streaming): 46%

eBooks: 43%

Podcasts: 35%

Online news websites and apps / ePaper: 34%

Magazines (print): 31%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 31%

Daily newspapers (print): 30%

Weekly newspaper (print): 25%

None of the above: 12%

Use of publishing media (last 12 months)

Podcasts: 60%

Audiobooks (Download): 56%

Books (Print): 49%

eBooks: 49%

Magazines (print): 38%

Daily newspapers (print): 37%

Weekly newspaper (print): 34%

None of the above: 0%

Magazines/weeklies

Other(s): 37%

The Mirror: 30%

star: 24%

Focus: 17%

TV Spielfilm: 16%

Bild am Sonntag: 16%

National Geographic: 14%

I haven't read any in the last 3 months: 11%

Sport Bild: 11%

TV Digital: 9%

The time: 9%

kicker: 9%

Hörzu: 5%

Gala: 5%

Cosmopolitan: 5%

Brigitte: 5%

Image of the woman: 5%

Colorful: 4%

Glamour: 3%

Rolling Stone: 3%

Vogue: 3%

Elle: 2%

Podcast genres

News & Politics: 48%

Business and economy: 33%

Health & Fitness: 33%

Advice & self-help: 33%

Comedy: 30%

Science & Technology: 30%

Crime & Law: 26%

Sport: 22%

Gaming & e-sports: 22%

Film & TV: 19%

History: 19%

Music: 15%

Personal finances: 11%

Love & relationships: 11%

Society & Culture: 11%

Cars & Vehicles: 11

Family & Education: 7%

Other(s): 4%

Religion & Philosophy: 0%

VIPs & celebrities: 0%

I don't know: 0%

Online magazines (pay)

National Geographic: 37%

buzzfeed.com: 32%

economist.com: 26%

manager-magazine.de: 26%

cicero.de: 21%

Other(s): 16%

11freunde.de: 11%

geo.de: 11%

kicker.de: 11%

psychologieheute.de: 11%

Vogue: 11%

Brigitte.de: 5%

InStyle: 5%

vice.com: 5%

myself.de: 0%

Influencer genres

Gaming & e-sports: 57%

Film & TV: 52%

Health & Fitness: 48%

Animals & Nature: 43%

Science & Technology: 43%

Food (e.g. mukbangs): 43%

News & Politics: 43%

Music: 43%

Adult content (only shown to respondents in countries where adult content is not a criminal offense): 39%

Sport: 39%

Cars & Vehicles: 39

Society & Culture: 39%

Advice & self-help: 35%

History: 35%

Comedy: 35%

Shopping & product reviews: 30%

Business and economy: 30%

Personal finances: 26%

Family & education: 17%

Religion & Philosophy: 13%

Crime & Law: 13%

VIPs & celebrities: 13%

Other(s): 13%

Love & Relationships: 9%

I don't know: 0%

I do not consume content from influencers: 0%

TV subscription by brand

Deutsche Glasfaser TV: 21%

MagentaTV: 20%

Vodafone: 20%

1&1: 13%

Sky: 8%

Freenet TV: 7%

Other(s): 7%

Joyn: 2%

Pyur: 1%

waipu.tv: 0%

I don't know: 0%

TV usage by duration (per week)

I do not use this media service: 25%

1 up to 5 hours: 22%

6 up to 10 hours: 20%

11 up to 15 hours: 11%

16 up to 20 hours: 10%

Less than one hour: 8%

More than 20 hours: 4%

I don't know: 1%

Preferences for films and series by genre

Comedies: 70%

Documentaries: 67%

Science fiction and fantasy: 55%

Thriller / Mystery / Crime thriller: 52%

News (local or national): 51%

Dramas: 46%

Sport: 46%

Animation (cartoons, anime,...): 40%

Talk shows: 36%

Music videos & shows: 36%

Horror: 30%

Reality TV: 24%

Children's programs: 24%

Game shows: 24%

Soap operas + telenovas: 12%

Other(s): 11%

Religious: 8%

I don't know: 0%

Use of social media by brand

YouTube: 75%

Instagram: 61%

Facebook: 57%

LinkedIn: 40%

TikTok: 37%

X (Twitter): 36%

Pinterest: 21%

Reddit: 19%

XING: 19%

Twitch: 18%

Snapchat: 16%

Tumblr: 7%

Quora: 6%

WeChat: 6%

Flickr: 6%

BeReal.: 6%

Yodel: 5%

I use social media irregularly: 4%

Clubhouse: 4%

Other(s): 3%

Activities in the social media

Private messages sent: 64%

Posts liked or followed by other users: 48%

Commented on posts: 47%

Images / videos / texts / status updates posted: 36%

Posts from influencers/content creators liked or followed: 33%

Posts shared by other users: 32%

Posts from companies liked or followed companies: 30%

Company posts shared: 21%

Posts shared by influencers / content creators: 18%

I have only used social media passively: 11%

Other(s): 4%

I have not used social media: 4%

User typology of social media

Communicator: 74%

Followers: 62%

Multiplier: 45%

Content Poster: 36%

Passive user: 11%

Other(s): 4%

Non-users: 4%

Products/topics talked about online

Computers, smartphones & technology: 46%

Movies & series: 42%

Sport: 40%

Politics: 37%

Music: 37%

Games / Video games: 35%

Vacation & Travel: 34%

Food & drink: 32%

Social issues: 31%

Books: 30%

Art & Culture: 27%

Beauty & body care: 25%

Health & Medicine: 25%

Cars & motorcycles: 25%

Celebrities: 22%

Fashion: 21%

None of the above: 21%

Budget: 20%

Family & children: 20%

Internet access by type

Broadband (DSL, cable, ...): 61%

UMTS / GPRS / LTE router: 21%

Mobile connection via smartphone / tablet: 7%

the landlord's/neighbor's wireless connection: 7%

Other connection technologies: 2%

Satellite access: 1%

I do not have internet connection at home: 1%

I don't know: 0%

Internet usage by provider/brand

Telekom: 29%

Vodafone: 29%

1&1: 16%

O2: 11%

M-Net: 5%

Congstar: 2%

Maingau: 2%

Pyur: 2%

smartmobil.de: 2%

Other(s): 2%

EWE: 1%

Unitymedia: 1%

primacall: 0%

Starlink: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 73%

Social media websites and apps: 62%

News websites and apps: 58%

Corporate websites and apps: 56%

Search engines: 55%

Newsletter: 42%

Blogs: 37%

None of the above: 2%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 82%

Credit card: 64%

Debit card: 48%

By invoice: 47%

Direct debit: 44%

Prepaid cards / vouchers: 32%

Cash in advance: 28%

Payment on delivery: 16%

Other(s): 1%

I have not made any payments online: 1%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 69%

Being well dressed is very important to me: 64%

When shopping, I look out for special offers: 59%

I tend to make impulse purchases when I go shopping: 40%

I always store in the same stores: 31%

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 62%

Customer reviews on the Internet are very helpful: 54%

I usually manage regular / recurring orders directly via my smartphone or tablet: 39%

When I order something, I prefer express delivery: 33%

When I buy an item, I want to have it in my hands on the same day: 25%

None of the above: 1%

High brand awareness by category

Consumer electronics: 77%

Smartphone: 65%

Cars, motorcycles, bicycles: 52%

Shoes: 51%

Clothing: 48%

Household appliances: 46%

TV and HiFi: 40%

Sports and outdoor products: 37%

Alcoholic beverages: 35%

Cosmetics and personal care: 35%

Food and non-alcoholic beverages: 33%

Furniture and household goods: 30%

Detergents and cleaning agents: 28%

Toys and baby products: 27%

DIY and garden products: 26%

Pet supplies: 26%

Stationery and craft supplies: 23%

None of the above: 6%

Sources of inspiration for new products

Online stores: 55%

Friends and acquaintances: 54%

Brand websites and apps: 46%

In the store: 45%

Social media websites and apps: 45%

Magazine and newspaper websites and apps: 37%

Online forums: 36%

Magazines and newspapers: 35%

Price comparison websites: 34%

Customer ratings: 33%

Celebrities: 23%

Voucher and deal websites and apps: 21%

Question/answer websites and apps: 13%

None of the above: 2%

Information sources for product research

Online stores: 48%

Brand websites and apps: 43%

Price comparison websites: 41%

Online forums: 38%

Customer ratings: 33%

Friends and acquaintances: 28%

In the store: 28%

Social media websites and apps: 25%

Magazine and newspaper websites and apps: 20%

Magazines and newspapers: 17%

Question/answer websites and apps: 17%

Voucher and deal websites and apps: 13%

None of the above: 2%

Interest in product categories

Clothing: 65%

Shoes: 65%

Books, movies, music & games: 62%

Cars: 59%

Sports + outdoor products: 52%

Household appliances: 50%

Furniture + household goods: 49%

Cosmetics + body care: 48%

Drugstore + health products: 46%

DIY + garden products: 46%

Stationery + hobby supplies: 44%

Detergents & cleaning agents,: 39%

Bicycles: 38%

Pet supplies: 33%

Toys + baby products: 30%

Motorcycles: 28%

None of the above: 0%

Offline purchases by type

Clothes / shoe store: 74%

Drugstore / Perfumery: 65%

Pharmacy: 64%

DIY / garden market: 59%

Electronics store: 56%

Department store: 55%

Sports store: 54%

Furniture store: 48%

Bookstore: 45%

Jewelry store / jeweler: 38%

Furnishing and decoration store: 37%

Wholesale: 33%

None of the above: 2%

Food shopping by type

Supermarket (usual size): 83%

Discounter: 57%

Delicatessen counters in supermarkets: 49%

Bakery or bistro: 48%

Pharmacy: 44%

Supermarket (Large): 41%

Farmers' market: 39%

Health food store: 33%

Online store / online retail: 25%

Mini-market / kiosk: 15%

Food voucher providers: 15%

Other(s): 6%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 77%

Baked goods: 73%

Potatoes: 67%

Pasta: 67%

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

Eggs: 63%

Meat + sausage products: 55%

Rice: 54%

Sweets + chocolate: 52%

Fish + seafood: 48%

Snacks + potato potato chips: 47%

Breakfast cereals: 41%

Ice cream: 40%

Jam + chocolate spread: 39%

Frozen ready meals: 35%

Milk substitutes (e.g. almond milk / oat yoghurt): 30%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 28%

Ready meals: 27%

None of the above: 1%

Smartphone by brand

Apple: 45%

Samsung: 25%

Xiaomi/Mi: 6%

Google: 4%

Huawei: 4%

OPPO: 3%

Sony: 3%

Other(s): 2%

HTC: 1%

Motorola: 1%

Nokia: 1%

OnePlus: 1%

Realme: 0%

ZTE: 0%

I don't know: 0%

No answer: 0%

Use of financial products

Credit cards: 64%

Current accounts: 63%

Savings accounts: 59%

Equity investments (shares / investment funds): 45%

Real estate: 38%

Insurance with investment elements (e.g. life insurance): 34%

Cryptocurrencies (e.g. Bitcoin): 33%

Loans: 31%

Construction financing: 25%

Precious metals (e.g. gold): 23%

Mortgages: 19%

Other investments: 12%

I don't know: 0%

I do not use / own any financial products or investments: 0%

Sources

Test Persona - 2024 - Update 2 2024 - Update 2: (Germany, 35985 respondents, 18 to 64 years, survey period: April 03, 2023 to March 21, 2024)

Federal Statistical Office

Popular-First-Names.com