Frank in detail

Frank, 35, is the son of a craftsman and a governess. He is an IT employee in a utility company in northern Germany. In his family, he is "the runt of the litter" - the youngest of three brothers. His older siblings left home before him, a rented apartment in Buxtehude. Even as a child, Frank liked to retreat into his own world to study technology. His goal: to understand how technical processes work and to penetrate them in depth.


He discovered his love of technology, computers and video games early on - first while playing Super Nintendo at home with his best friend and later when he got his first computer of his own. Due to his affinity for technology, Frank quickly became the first point of contact for technical problems in his family, as well as in his circle of friends - a role in which he felt comfortable.


To further deepen his knowledge, he decided to train as an IT specialist for application development at a small company in Hamburg after graduating from secondary school, where he gained a solid basic knowledge of IT and practical knowledge of programming languages. Shy at first, Frank built up a close relationship of trust with experienced contacts at the company after a while and really blossomed in this familiar, safe environment, where he could also show his louder, funnier side.


Driven by the desire to have an answer ready to more complex and specific technical questions and to be able to solve technical problems even faster, Frank also educated himself in his free time with the help of YouTube videos, for example on the subject of system integration and programming interfaces. Due to his good performance at vocational school, his quick comprehension and his calm and rational way of dealing with technical problems, the company was happy to take him on at the end of his training, which he completed with a grade of 2.1.


In the meantime, Frank has been employed by the same company for four years. Here he acts as an "all-rounder" and solves IT problems of all kinds. In principle, he feels comfortable in this small company - he maintains friendly relationships with most of his colleagues, is valued for his skills, but also for his easy-going team player manner and his ability to act calmly and level-headedly even in stressful situations. He feels "needed" here. He knows that he has skills that are essential to the company and that his job is secure here. In his daily work, he relies on routines and always works from 7 a.m. to 4 p.m. every day, true to the motto: "It's quiet in the morning - that's when I can work through things in peace, take a deep breath and be on my way home early.


A regular workday and the good feeling of having accomplished something "honest" at the end of the day, the opportunity to satisfy his curiosity for technological innovations, to learn new things in order to stay up to date and to be able to have a say in his circles are more important to him than the classic climbing of the career ladder. Stress arises for him when he has to take on things that are outside his comfort zone -strategic work, knowledge transfer and the design of workshops, for example to improve data security in the company, are not part of his remit in his opinion. He would rather solve very concrete problems instead of thinking "big" and "abstract." Placing himself in the center of attention when training groups drains him and is not in keeping with his nature.


Although the Corona pandemic has restricted his contact with other people, he has fixed "office days". He does not want to work completely from home - in the rented apartment he lives in in Hamburg with his partner. Although he appreciates the personal contact with his colleagues and likes to help them on site and exchange ideas with them personally, he also attaches importance to the separation of professional and private life. Although he occasionally spends time with a few close colleagues after work, he is also happy to return home and spend free time with his circle of friends from school.


He keeps in touch with them via private messages on Facebook and Instagram. He shares, likes and comments on their posts and arranges to meet up with them - for example, to play computer games online or to be active away from the PC and do something for his health on bike tours, hikes or jogs together to create a balance. He travels to the appointments from Hamburg to Buxtehude by car, which he does not want to do without.


His relationship with his long-term girlfriend, who has been his wife for three years, plays an important role in his life - it gives him peace and stability. He stays in touch with her even during working hours with the help of his smartphone, using messenger apps such as WhatsApp. Now that they are married, they are ready to take the next step: The two want a child. If his wife becomes pregnant, Frank would like to move back to his original home in Buxtehude to allow the child to grow up in the small town.nFor Frank, being online all the time and everywhere is a matter of course. He primarily uses social networks, Googles both professionally and privately to find answers to specific questions and problems, and stores online for shoes and clothing. He values a clean and relaxed style of dress - he feels most comfortable in simple shirts, washed-out jeans and sneakers.


A big frustration for Frank: In his current company, he tends to have the feeling of being "the girl for everything. And although he enjoys helping colleagues as a problem solver, he would also like to specialize in new, innovative technological areas that are of interest to him in order to grow even more into an expert role - an opportunity he does not have at his current company. Important: He wants to be able to help decide in which area he specializes and wants to be able to help shape how the specialization takes place.


Because of this latent dissatisfaction, Frank can well imagine switching to a larger company. When he scrolls through Facebook or Instagram, he therefore repeatedly gets stuck on job ads; he rarely uses classic job portals such as LinkedIn. He is particularly interested in job postings that offer the prospect of expanding his expertise and specialization, working in a small, harmonious team of experts, and benefits.


In terms of benefits, Frank is particularly attracted by the provision of a company cell phone that can also be used privately - he is free to choose Apple or Android and the model. He is also interested in health offers such as eye tests, courses on how to sit properly, subsidies for the gym or online fitness courses. As a car owner, he is also interested in the option of a company car, preferably an e-car instead of a gasoline-powered one. He enjoys goodies such as relaxed sweaters and likes to participate in team challenges that improve health while strengthening cohesion, such as step challenges.


As a young father, he needs to be able to take an uncomplicated home office day or work outside of core working hours. Frustration arises when he has to stand still, when he can't live out his curiosity, when he lacks the freedom to learn new things or engage with innovations. He also gets frustrated when he is passed over and has to immerse himself in roles in which he is not comfortable. For example, he likes to help organize things in the team and solve specific problems, but is very reluctant to take the lead. Gaining status away from job titles also plays a role. That's why Frank should have the opportunity to make a name for himself, for example in the form of publishing technical articles or working on innovative projects that strengthen the external perception of the company and, at the same time, the reputation of the employees.


At the same time, security plays a major role: scare tactics make Frank nervous and lead him to apply for a new position that he believes is more stable. Frank thrives under team leads who convey stability, exude calm and composure, and allow plenty of scope for co-designing the development of new expertise. The application process should be as uncomplicated as possible and function flawlessly from a technical standpoint. He would like to dispense with letters of motivation or the uploading of references and certificates as much as possible. One-click applications are ideal.

Media use & consumption

Digital advertising touchpoints
Search engines
Video portals (e.g. YouTube)
Online shops
Non-digital advertising touchpoints
On billboards, screens and other advertising spaces on the road (also on public transport)
Direct mail / direct mail
Use of publishing media
ePaper / Online News Websites
Books (Print)
Consumption of magazines and weeklies by brand
The Mirror
star
Focus
Purchases of ePapers + Online News Website Subscriptions by Brand
spiegel.de
Social network usage by brand
YouTube
Facebook
Instagram
Use of social networks by frequency
Daily
Activities on social media
Private messages sent
Posts other users liked
Commented on posts
People followed
Pictures / Videos posted
Social media usage by platform type
Messengers (like WhatsApp,...)
Social Networks (like Facebook)
Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...)
Internet usage by device
Smartphone
Smart TV
Tablet
Internet access by type
Broadband (DSL, cable, ...)
Media usage by channel
(Mobile) Internet
TV
Radio
Website and online service usage by type
Search engines
Online shops
Video websites and apps (like YouTube)
Purchasing settings
Clothing and shoes must first and foremost be comfortable
Online shopping settings
Before making a major purchase, I research online
Customer reviews on the internet are very helpful
I usually manage ordinary / recurring orders directly via my smartphone or tablet
Sources of inspiration for new products
Search engines (such as Google)
Online shops
Friends and acquaintances
In store
Video websites and apps (like YouTube)
Information sources for product research
Search engines (such as Google)
Online shops
Price comparison websites
High brand awareness by category
Consumer electronics
Smartphone
PC / Notebook
Relevance of digital services
Check online if the product is available in the store
Order online and pick up in store
Return / exchange in-store products ordered online
Online purchases by category
Clothing
Consumer electronics (e.g. TV, smartphones)
Shoes
Online vs. offline product research by category
Consumer electronics (e.g. TV, smartphones)
Household appliances
Books, Movies, Music & Games
Use of financial products
Current accounts
Credit cards
Savings accounts
Online payments by brand
PayPal
Smartphone by brand
Samsung
Cloud service usage
Online data and images stored
Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...)
Online backup for computers or smartphones
TV content preferences by genre
Docs
News (local or national)
Thriller / Mystery / Crime
Food consumed regularly
Fruits + Vegetables
Bakery products
Potatoes
Eggs
Frank
Name: Frank
Age: 35
Marital status: Married
Political affiliation: Centre
Type of innovation adaptation: Early majority
Current (job) position: IT employee in a utility company
Net household income: 36,000 to 50,400 euros
Highest level of education: Vocational training (journeyman / master craftsman)
Residence: Berlin
Region: Berlin
Type of housing: Rental flat
Job industry: service-providing industries;
Job position: employee;
Remote work: No remote work / Not working remotely;
Sick days (last year): 2-3 days;
Impact of economic circumstances: My cost of living has increased noticeably; I have tried to spend less money;
Hobbies and interests: Meeting friends; outdoor activities; video games; sports and fitness;
View of the personal future: Rather optimistic;
Important aspects of life: A happy relationship; Living an honest and respectable life; Security;
Attitudes toward food: I actively try to eat healthy; I avoid artificial flavorings and preservatives; I try to eat less meat;
Attitude toward innovation: I like to stay technologically up to date; I like to try innovative products; I only buy new technologies when they have been proven in practice;
Attitudes towards the Internet: I could no longer imagine a life without the Internet;
Attitudes towards digital media: Digital services allow me to discover new and exciting content; I want to access my music / movies on all devices (TV, tablet, smartphone, ...); I prefer digital content because it is easier to manage;
Attitudes toward personal finance: I am well aware of my financial situation; I could imagine handling all financial matters exclusively online; I am concerned about my financial future;
Services settings: I like to organize my life with my smartphone;
Attitudes toward health care: I actively do something to stay healthy;
Attitudes toward travel: When I travel, I use my smartphone as a travel guide; I want to experience something unique when I travel; When I travel, I book accommodations, rental cars and the like spontaneously using my smartphone;
Digital advertising touchpoints: search engines; video portals (e.g. YouTube); online stores;
Non-digital advertising touchpoints: On billboards, screens, and other advertising spaces on the move (including on public transportation); commercials/advertising mailings;
Use of publishing media: ePaper / online news websites; books (print);
Consumption of magazines and weeklies by brand: Der Spiegel; stern; Focus;
Purchases of ePapers + Online News Website Subscriptions by Brand: spiegel.de;
Social network usage by brand: YouTube; Facebook; Instagram;
Use of social networks by frequency: Daily;
Activities on social media: sent private messages; liked posts of other users; commented on posts; followed people; posted pictures / videos;
Social media usage by platform type: messengers (such as WhatsApp,...); social networks (such as Facebook); media sharing (such as on Snapchat, Instagram, YouTube, Pinterest,...);
Internet usage by device: smartphone; smart TV; tablet;
Internet access by type: broadband (DSL, cable, ...);
Media usage by channel: (mobile) Internet; TV; radio;
Website and online service usage by type: search engines; online stores; video websites and apps (such as YouTube);
Attitudes to shopping: clothes and shoes must first and foremost be comfortable;
Attitudes to online shopping: Before making a major purchase, I research online; Customer reviews on the Internet are very helpful; I usually manage ordinary / recurring orders directly from my smartphone or tablet;
Sources of inspiration for new products: Search engines (such as Google); Online stores; Friends and acquaintances; In the store; Video websites and apps (such as YouTube);
Sources of information for product research: search engines (such as Google); online stores; price comparison websites;
High brand awareness by category: consumer electronics; smartphone; PC / notebook;
Relevance of digital services: Checking online whether the product is available in the store; Ordering online and picking up in the store; Returning / exchanging in the store products that were ordered online;
Online purchases by category: clothing; consumer electronics (e.g., TV, smartphones); shoes;
Online vs. offline product research by category: consumer electronics (e.g. TV, smartphones); household appliances; books, movies, music & games;
Use of financial products: Checking accounts; credit cards; savings accounts;
Online payments by brand: PayPal;
Smartphone by brand: Samsung;
Cloud service usage: online data and images stored; online applications to create office documents (such as Google Docs, Microsoft Office Online, ...); online backup for computers or smartphones;
TV content preferences by genre: Documentaries; News (local or national); Thriller / Mystery / Crime;
Regularly consumed foods: fruit + vegetables; baked goods; potatoes; eggs;
Frank, 35
Age: 35
Marital status: Married
Political affiliation: Centre
Type of innovation adaptation: Early majority
Professional and financial situation
Current (job) position: IT employee in a utility company
Net household income: 36,000 to 50,400 euros
Highest level of education: Vocational training (journeyman / master craftsman)
Housing situation
Residence: Berlin
Region: Berlin
Type of housing: Rental flat
Job IndustryService-providing industries
Job positionEmployees
Remote workNo remote work / Not working remotely
Sick days (last year)2-3 days
Effects of economic circumstancesMy cost of living has increased noticeably
I have tried to spend less money
Hobbies and interestsMeeting friends
Outdoor activities
Video games
Doing sports and fitness
A look at the personal futureRather optimistic
Important aspects of lifeA happy relationship
Living an honest and respectable life
Security
Food attitudesI actively try to eat healthy
I avoid artificial flavorings and preservatives
I try to eat less meat
Attitude towards innovationI like to stay technologically up to date
I like to try out innovative products
I only buy new technologies when they have been tested in practice
Internet settingsI could no longer imagine a life without the internet
Attitudes towards digital mediaDigital services allow me to discover new and exciting content
I want to access my music / movies on all devices (TV, tablet, smartphone, ...)
I prefer digital content because it is easier to manage
Attitudes towards personal financesI am well aware of my financial situation
I could imagine handling all financial matters exclusively online
I am worried about my financial future
Attitudes towards servicesI like to organise my life with my smartphone
Attitudes towards health careI actively do something to stay healthy
Attitudes to travelWhen I travel, I use my smartphone as a travel guide
When I travel, I want to experience something unique
When I travel, I book accommodations, rental cars and the like spontaneously with my smartphone
Frank in detailFrank, 35, ist Sohn eines Handwerkers und einer Erzieherin. Er ist IT-Mitarbeiter in einem Versorgungsunternehmen in Norddeutschland. In seiner Familie ist er „das Nesthäkchen“ – der jüngste von drei Brüdern. Seine älteren Geschwister verließen vor ihm das Elternhaus, eine Mietwohnung in Buxtehude. Schon als Kind zog sich Frank gerne in seine eigene Welt zurück, um sich mit Technik zu beschäftigen. Sein Ziel: verstehen, wie technische Prozesse funktionieren und sie in der Tiefe zu durchdringen.

Seine Liebe zu Technik, Computern und Videospielen entdeckte er früh – zuerst beim Super-Nintendo-Spielen zuhause bei seinem besten Freund und später, als er seinen ersten eigenen Computer bekam. Aufgrund seiner Technikaffinität wurde Frank in seiner Familie, aber auch in seinem Freundeskreis, schnell zur ersten Ansprechperson bei technischen Problemen – eine Rolle, in der er sich wohlfühlte.

Um sein Wissen noch weiter zu vertiefen, entschied er sich nach dem Realschul-Abschluss zu einer Ausbildung zum Fachinformatiker für Anwendungs-Entwicklung bei einem kleinen Betrieb in Hamburg, wo er ein solides Informatik-Grundlagenwissen und praktische Kenntnisse im Bereich Programmiersprachen erlangte. Anfangs noch schüchtern, baute Frank nach einiger Zeit ein enges Vertrauensverhältnis zu erfahrenen Ansprechpersonen im Betrieb auf und blühte in dieser ihm vertrauten, sicheren Umgebung, in der auch seine lautere, lustige Seite zeigen konnte, regelrecht auf.

Angetrieben vom Wunsch, auch auf komplexere und spezifischere technische Fragen eine Antwort parat zu haben und technische Probleme noch schneller lösen zu können, bildete sich Frank mit Hilfe von YouTube-Videos auch in seiner Freizeit weiter, zum Beispiel zum Thema Systemintegration und Programmierschnittstellen. Aufgrund seiner guten Leistungen in der Berufsschule, seiner schnellen Auffassungsgabe und seiner ruhigen und rationalen Art im Umgang mit technischen Problemen übernahm ihn der Betrieb am Ende der Ausbildung, die er mit der Note 2,1 abschloss, gerne.

Mittlerweile ist Frank seit vier Jahren beim gleichen Unternehmen beschäftigt. Hier fungiert er als „Allrounder“ und löst IT-Probleme aller Art. Prinzipiell fühlt er sich in diesem kleinen Betrieb wohl – er pflegt freundschaftliche Verhältnisse zu den meisten Kolleg*innen, wird aufgrund seiner Fähigkeiten, aber auch aufgrund seiner lockeren Teamplayer-Art und seiner Fähigkeit, auch in stressigen Situationen ruhig und besonnen zu agieren, geschätzt. Hier fühlt er sich „gebraucht“. Er weiß: Er hat Skills, die für das Unternehmen essenziell sind und dass sein Arbeitsplatz hier sicher ist. In seiner täglichen Arbeit setzt er auf Routinen und arbeitet täglich immer von 7 bis 16 Uhr, ganz nach dem Motto: „Morgens ist Ruhe – da kann ich in Ruhe Dinge abarbeiten, mich auch mal vertiefen und bin früh wieder auf dem Nachhauseweg“.

Ein geregelter Arbeitsalltag und das gute Gefühl, am Ende des Tages etwas „Ehrliches“ geschafft zu haben, die Möglichkeit, seine Neugierde für technologische Innovationen zu befriedigen, Neues zu lernen, um auf dem neuesten Stand zu bleiben und in seinen Kreisen mitreden zu können, ist ihm wichtiger als das klassische Erklimmen der Karriereleiter. Stress entsteht bei ihm, wenn er Dinge übernehmen soll, die außerhalb seiner Komfortzone liegen –strategisches Arbeiten, Wissensvermittlung und die Konzeption von Workshops, zum Beispiel zur Verbesserung der Datensicherheit im Unternehmen, gehören seiner Ansicht nach nicht zu seinem Aufgabengebiet. Er möchte lieber ganz konkrete Probleme lösen, anstatt „groß“ und „abstrakt“ zu denken. Sich beim Schulen von Gruppen in den Mittelpunkt zu stellen, laugt ihn aus und entspricht nicht seinem Naturell.

Obwohl er durch die Corona-Pandemie den Kontakt zu anderen Menschen eingeschränkt hat, hat er feste „Büro-Tage“. Komplett von zu Hause aus arbeiten – in seiner Mietwohnung, die er in Hamburg mit seiner Partnerin bewohnt – möchte er nicht. Denn obwohl er den persönlichen Kontakt mit den Kolleg*innen schätzt und ihnen gerne vor Ort weiterhilft und sich persönlich mit ihnen austauscht, legt er auch Wert auf die Trennung von Beruflichem und Privatem. So verbringt er zwar auch ab und an mit einigen engen Kolleg*innen nach der Arbeit Zeit, freut sich aber auch, wieder nach Hause zu kommen und Freizeit mit seinem festen Freundeskreis, bestehend aus alten Schulfreund*innen, zu verbringen.

Zu ihnen hält er den Kontakt über private Nachrichten bei Facebook und Instagram aufrecht. Er teilt, liket und kommentiert ihre Posts und verabredet sich mit ihnen – zum Beispiel, um online Computer zu spielen oder abseits vom PC aktiv zu sein und bei Radtouren, Wandern oder gemeinsamem Joggen etwas für seine Gesundheit zu tun und einen Ausgleich zu schaffen. Zu den Verabredungen fährt er von Hamburg nach Buxtehude mit dem Auto, auf das er nicht verzichten möchte.

Die Beziehung zu seiner langjährigen Freundin, die seit drei Jahren seine Ehefrau ist, spielt eine wichtige Rolle in seinem Leben – sie vermittelt ihm Ruhe und Stabilität. Mit ihr bleibt er auch während der Arbeitszeit mit Hilfe des Smartphones in Kontakt und nutzt dafür Messenger-Apps wie WhatsApp. Nach der Heirat steht nun der nächste Schritt an: Die beiden wünschen sich ein Kind. Wird seine Frau schwanger, möchte Frank zurück in seine ursprüngliche Heimat Buxtehude ziehen, um dem Kind ein Aufwachsen in der Kleinstadt zu ermöglichen.nImmer und überall online zu sein, ist für Frank selbstverständlich. Er nutzt vorrangig soziale Netzwerke, googelt sowohl beruflich als auch privat, um Antworten auf konkrete Fragen und Probleme zu finden und shoppt online Schuhe und Kleidung. Er legt Wert auf einen cleanen und entspannten Kleidungsstil – in einfachen Shirts, ausgewaschenen Jeans und Sneakers fühlt er sich am wohlsten.

Eine große Frustration für Frank: In seinem jetzigen Unternehmen hat er eher das Gefühl, „Mädchen für alles zu sein“. Und obwohl er als Problemlöser gerne Kolleg*innen weiterhilft, wünscht er sich auch, sich in neuen, innovativen technologischen Bereichen, die für ihn von Interesse sind, zu spezialisieren, um noch mehr in eine Expertenrolle hineinzuwachsen – eine Möglichkeit, die er in seinem jetzigen Unternehmen nicht hat. Wichtig: Er möchte mitentscheiden können, in welchem Bereich er sich spezialisiert und will mitgestalten können, wie die Spezialisierung abläuft.

Aufgrund dieser latenten Unzufriedenheit kann sich Frank gut einen Wechsel zu einem größeren Unternehmen vorstellen. Beim Scrollen auf Facebook oder Instagram bleibt er deshalb immer wieder an Jobanzeigen hängen, klassische Jobportale wie LinkedIn nutzt er selten. Seine Aufmerksamkeit erhalten besonders Stellenausschreibungen, die den Ausbau von Fachkompetenzen und Spezialisierung, die Arbeit in einem kleinen, harmonischen Expert*innen-Team sowie Benefits in Aussicht stellen.

Mit Blick auf Benefits ist für Frank besonders die Bereitstellung eines Firmenhandys, das auch privat genutzt werden darf, attraktiv – Apple oder Android sowie Modell darf frei gewählt werden. Weiterhin sind Gesundheitsangebote wie Sehtests, Kurse zum richtigen Sitzen, Zuschüsse zum Fitnessstudio oder Online-Fitness-Kurse für ihn spannend. Als Autobesitzer ist auch die Option auf einen Firmenwagen, gerne ein E-Auto statt Benziner, für ihn interessant. Er freut sich über Goodies wie relaxte Pullover und nimmt gerne an Team Challenges, die die Gesundheit verbessern und gleichzeitig den Zusammenhalt stärken, etwa Schritte-Challenges, teil.

Als junger Vater braucht er die Möglichkeit, auch mal unkompliziert einen Homeoffice-Tag einlegen oder außerhalb der Kernarbeitszeiten arbeiten zu können. Frustration kommt auf, wenn er stillstehen muss, seine Neugierde nicht ausleben kann, wenn der Freiraum fehlt, Neues zu lernen oder sich mit Innovationen zu beschäftigen. Auch wenn er übergangen wird und in Rollen eintauchen muss, in denen er sich nicht wohl fühlt, frustriert ihn das. So organisiert er gerne im Team Dinge mit, löst konkrete Probleme, übernimmt aber nur sehr ungern den Lead. Auch Statusgewinn abseits von Jobtiteln spielt eine Rolle. Deshalb sollte Frank die Möglichkeit haben, sich zu profilieren, zum Beispiel in Form von Fachartikel-Veröffentlichungen oder der Mitarbeit an innovativen Projekten, die die Außenwahrnehmung des Unternehmens und gleichzeitig die Reputation der Mitarbeitenden stärken.

Gleichzeitig spielt Sicherheit eine große Rolle: Panikmache macht Frank nervös und führt dazu, dass er sich auf eine neue, seiner Ansicht nach stabilere Position bewirbt. Unter Team Leads, die Stabilität vermitteln, Ruhe und Gelassenheit ausstrahlen und viel Mitgestaltungsspielraum beim Aufbau neuer Expertise lassen, blüht Frank auf. Der Bewerbungsprozess sollte möglichst unkompliziert sein und technisch einwandfrei funktionieren. Auf Motivationsschreiben oder den Upload von Zeugnissen und Zertifikaten möchte er möglichst ganz verzichten. One-Klick-Bewerbungen sind ideal.
Digital advertising touchpointsSearch engines
Video portals (e.g. YouTube)
Online stores
Non-digital advertising touchpointsOn billboards, screens and other advertising spaces on the move (also on public transport)
Advertising mail/advertising mail
Use of publishing mediaePaper / Online News Websites
Books (Print)
Consumption of magazines and weeklies by brandDer Spiegel
stern
Focus
Purchases of ePapers + Online News Website Subscriptions by Brandspiegel.de
Social network usage by brandYouTube
Facebook
Instagram
Use of social networks by frequencyDaily
Activities on social mediaPrivate messages sent
Posts other users liked
Commented on posts
People followed
Pictures / videos posted
Social media usage by platform typeMessengers (like WhatsApp,...)
Social Networks (like Facebook)
Share media (like on Snapchat, Instagram, YouTube, Pinterest,...)
Internet usage by deviceSmartphone
Smart TV
Tablet
Internet access by typeBroadband (DSL, cable, ...)
Media usage by channel(mobile) Internet
TV
Radio
Website and online service usage by typeSearch engines
Online stores
Video websites and apps (like YouTube)
Purchasing settingsClothing and shoes must first and foremost be comfortable
Online shopping settingsBefore making a major purchase, I research online
Customer reviews on the Internet are very helpful
I usually manage ordinary / recurring orders directly via my smartphone or tablet
Sources of inspiration for new productsSearch engines (such as Google)
Online stores
Friends and acquaintances
In the store
Video Websites and apps (such as YouTube)
Information sources for product researchSearch engines (such as Google)
Online stores
Price comparison websites
High brand awareness by categoryConsumer electronics
Smartphone
PC / Notebook
Relevance of digital servicesCheck online if the product is available in the store
Order online and pick up in the store
Return / exchange in the store products that were ordered online
Online purchases by categoryClothing
Consumer electronics (e.g. TV, smartphones)
Shoes
Online vs. offline product research by categoryConsumer electronics (e.g. TV, smartphones)
Household appliances
Books, movies, music & games
Use of financial productsCurrent accounts
Credit cards
Savings accounts
Online payments by brandPayPal
Smartphone by brandSamsung
Cloud service usageOnline data and pictures stored
Online applications to create office documents (like Google Docs, Microsoft Office Online, ...)
Online backup for computers or smartphones
TV content preferences by genreDocumentaries
News (Local or National)
Thriller / Mystery / Thriller
Food consumed regularlyFruit + vegetables
Baked goods
Potatoes
Eggs
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