Commuters – Buyer Persona – Update 4 2025 [Target Audience Matrix]

DIV COLUMN (left)

Name

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

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

Age

30 - 49 years: 47%

50 - 64 years: 29%

18 - 29 years: 24%

Gender

Male: 58%

Female: 42%

Marital status

Married: 49%

In a relationship: 32%

Single / unmarried: 11%

I'd rather not say: 5%

Divorced / widowed: 3%

State

North Rhine-Westphalia: 21%

Bavaria: 17%

Baden-Württemberg: 13%

Hesse: 8%

Lower Saxony: 8%

Berlin: 6%

Saxony: 5%

Rhineland-Palatinate: 4%

Brandenburg: 3%

Hamburg: 3%

Thuringia: 3%

Mecklenburg-Western Pomerania: 2%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

5.000 up to 20.000 Inhabitants: 22%

Under 5.000 Inhabitants: 18%

100.000 up to 500.000 Inhabitants: 15%

1.000.000 up to 5.000.000 Inhabitants: 9%

500.000 up to 1.000.000 Inhabitants: 8%

I don't know: 3%

Household size

3 Persons: 33%

2 Persons: 28%

4 Persons: 28%

5 or more persons: 8%

1 Person: 3%

Current accommodation

I live in my own home: 45%

I live in a rented apartment: 36%

I live in my own home: 10%

I live in a rented house: 8%

Pets in the household

Cat: 41%

Dog: 41%

I have no pets: 29%

Fish: 7%

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

Bird (e.g. budgerigar, parrot): 5%

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

Other(s): 1%

Annual household income

69 600 € to 91 200 €: 25%

36 000 € to 50 400 €: 21%

50 400 € to 69 600 €: 20%

91 200 € to 117 600 €: 11%

€148,800 and above: 9%

117 600 € to 148 800 €: 7%

26 400 € to 36 000 €: 5%

Less than 18.000 euros: 0%

18 000 € to 21 600 €: 0%

21 600 € to 26 400 €: 0%

I'd rather not say that: 0%

Effects of economic circumstances

My cost of living has risen noticeably: 55%

I have tried to spend less money: 48%

I have experienced anxiety and feelings of stress: 28%

My financial situation has deteriorated: 25%

None of the above: 13%

Education level

Vocational training (journeyman / master craftsman): 46%

Bachelor's degree or equivalent qualification: 28%

Master's degree or equivalent: 24%

Doctoral degree or comparable: 3%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

University entrance qualification / Abitur: 0%

Behavior in the healthcare sector

Consulted a family doctor: 67%

Consulted a specialist: 54%

Underwent a medical examination: 52%

Was in inpatient treatment in a hospital: 12%

Was treated as an outpatient in a hospital: 12%

Has undergone surgery: 11%

Consulted an alternative doctor: 10%

None of the above: 10%

Diets and nutrition

I do not follow any dietary rules: 50%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 25%

Lactose-free: 10%

Low-carb / no-carb: 10%

Gluten-free (i.e. no wheat products): 6%

Vegetarians (do not eat meat or fish): 4%

Pescetarian (eats fish but no meat): 3%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 3%

Other(s): 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 53%

Travel: 37%

Read: 35%

Pets: 32%

Shopping: 32

Gardening and plants: 26%

Technology & Computers: 26

DIY, arts & crafts: 21%

Board games / card games: 19

Photography: 17%

Meditation / Wellness: 15%

Making music: 13%

Video games: 12%

Writing: 11%

Other(s): 4%

I don't know: 1%

Important aspects of life

A happy relationship: 66%

Security: 44%

Leading an honest and respectable life: 39%

Enjoy life: 34%

Making my own decisions: 29%

Be successful: 23%

Social justice: 21%

New learning: 19%

Advance in my career: 12%

Traditions: 12%

Attitude towards innovation

I only buy new technologies if they have been tried and tested in practice: 42%

I like to keep up with the latest technology: 33%

I like to try out innovative products: 32%

The products I buy must meet the highest standards: 16%

In my circle of friends, I'm usually the first to try out a new technology: 15

Always having the latest technology is important to me: 13%

None of the above: 9%

Types of innovation adaptation

Early majority: 41%

Latecomers: 35%

Late majority: 15%

Early adopters: 9%

Innovators: 1%

Food attitudes

I actively try to eat healthily: 62%

I try to avoid plastic packaging when I buy food: 40%

I avoid artificial flavorings and preservatives: 39%

I try to eat less meat: 39%

Food must be convenient and fast: 24%

I don't like cooking: 13%

None of the above: 5%

Internet settings

Mobile phone reception is good in the area where I live: 52%

I actively do something to protect my data: 42%

I use AI applications (e.g., ChatGPT) in my daily life: 41%

I am well informed about the topic of cyber security: 33%

I am worried that my data will be misused on the Internet: 32%

None of the above: 2%

Attitudes towards digital media

Best picture and sound quality is important to me: 46%

I enjoy watching movies and TV shows on my smartphone: 40%

I prefer to subscribe to a bundle of streaming services: 40%

It's too expensive to be able to afford all the streaming services I want: 36%

None of the above: 7%

Attitudes towards services

I am happy to pay for services that make my life easier and more convenient: 60%

I like to organize my life with my smartphone: 50%

I tend to book services online: 41%

I prefer services with personal contact: 35%

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

I am often dissatisfied with services: 11%

None of the above: 8%

Attitudes towards health care

I actively do something to stay healthy: 64%

I would like to do more for my health: 63%

I undergo regular medical examinations: 60%

I can imagine getting a prescription for cannabis for medical reasons: 36%

I have little confidence in the safety of vaccinations: 22%

I like to consult doctors via an app or online chat: 21

I prefer alternative healing methods to classical medicine: 16%

None of the above: 1%

Attitudes to travel

When I travel, I use my smartphone as a travel guide: 60%

I like being in nature when I travel: 58

I want to experience something unique when I travel: 53%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 36

Sustainable travel is important to me: 35%

When traveling, I always make sure to take the cheapest offer: 15%

I can't afford a vacation this year: 3

None of the above: 1%

Attitudes towards personal finances

I am fully aware of my financial situation: 62%

I could imagine handling all financial matters exclusively online: 43%

I could imagine managing all my financial matters exclusively via smartphone: 37%

I am worried about my financial future: 30%

New financial topics, such as crypto and NFTs, fascinate me: 25

None of the above: 4%

Own assessment of the personal economic situation

Positive: 43%

Neither positive nor negative: 32%

Very positive: 13%

Negative: 9%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

I am a car enthusiast: 45%

Public transport in my region is good: 35%

There are not enough parking spaces in my neighborhood: 26%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 23

I spend too much time commuting: 21%

None of the above: 2%

Settings for consumer electronics

I couldn't live without my smartphone: 58%

I want the best audio and movie experience on all my devices: 49%

I buy new electronics, even if my old model still works: 42%

I would like to control my home via smartphone or voice command: 40%

Electronics are a status symbol for me: 25%

None of the above: 5%

Settings for insurances

I am well informed about my personal insurance contracts: 48%

I trust my insurance company to take care of my claims: 41%

I could imagine managing my insurance exclusively online: 37%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 13%

None of the above: 7%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 54

I am often annoyed by advertising on the Internet: 48

It annoys me when I receive online ads based on my search history: 33

I have bought products because celebrities or influencers have advertised them: 29

I use ad blockers when surfing the Internet: 23

I am excited about using the metaverse (immersive virtual world): 17

I often have difficulty distinguishing between advertising and content: 8

None of the above: 5%

Digital advertising touchpoints

Social media: 53%

Search engines: 37%

Online stores: 36%

Video platforms: 30%

Brand websites: 23%

Music streaming platforms: 22%

Video games: 21%

Newsletter: 20%

Online magazines/newspapers: 17%

Podcasts: 16%

Blogs / Forums: 9%

I have not come across any digital advertising: 8%

I don't know: 5%

Other(s): 4%

Non-digital advertising touchpoints

On television: 37%

Directly in the store: 35%

Direct mail / advertising mail: 32%

On the radio: 32%

In printed daily newspapers: 22%

In printed magazines: 22%

At the cinema/movie theater: 16%

I haven't come across non-digital ads yet: 9%

I don't know: 8%

Other(s): 4%

Purchases of publishing media (last 12 months)

Books (Print): 32%

Daily newspapers (print): 25%

Magazines (print): 25%

eBooks: 24%

None of the above: 24%

Podcasts: 22%

Weekly newspaper (print): 19%

Use of publishing media (last 12 months)

Podcasts: 53%

Books (Print): 38%

Daily newspapers (print): 36%

eBooks: 29%

Magazines (print): 29%

Weekly newspaper (print): 28%

None of the above: 7%

TV usage by duration (per week)

1 up to 5 hours: 25%

6 up to 10 hours: 21%

11 up to 15 hours: 19%

I do not use this media service: 12%

16 up to 20 hours: 8%

More than 20 hours: 8%

Less than one hour: 5%

I don't know: 0%

Preferences for films and series by genre

Documentaries: 65%

Comedies: 60%

Dramas: 48%

Sport: 37%

Reality TV: 29%

Horror: 26%

Soap operas + telenovas: 14%

Other(s): 12%

I don't know: 0%

TV/video streaming usage by brand

Netflix: 76%

Amazon Prime Video: 75%

Disney+: 48%

YouTube Premium: 22%

Joyn: 21%

Amazon Freevee: 18%

Sky: 18%

MagentaTV: 18%

DAZN: 18%

Apple TV+: 16%

WOW: 12%

Google Play Store: 10%

Vodafone: 10%

1&1: 9%

iTunes: 7%

PlayStation Video: 5%

Pluto TV: 5%

Rakuten TV: 5%

None of the above: 3%

Microsoft Store: 3%

Tubi: 1%

Use of social media by brand

YouTube: 67%

Instagram: 67%

Facebook: 65%

TikTok: 41%

LinkedIn: 25%

Pinterest: 24%

X (Twitter): 22%

Snapchat: 17%

Twitch: 13%

Reddit: 12%

XING: 9%

I use social media irregularly: 3%

BeReal.: 3%

WeChat: 3%

Tumblr: 3%

Quora: 3%

Flickr: 3%

Yodel: 2%

Other(s): 2%

Clubhouse: 2%

Activities in the social media

Private messages sent: 56%

Posts liked or followed by other users: 41%

Commented on posts: 37%

Images / videos / texts / status updates posted: 29%

Posts from influencers/content creators liked or followed: 27%

Posts shared by other users: 26%

Posts from companies liked or followed companies: 23%

Posts shared by influencers / content creators: 14%

Company posts shared: 12%

I have only used social media passively: 12%

Other(s): 7%

I have not used social media: 5%

User typology of social media

Communicator: 65%

Followers: 56%

Multiplier: 37%

Content Poster: 29%

Passive user: 12%

Other(s): 7%

Non-users: 5%

Products/topics talked about online

Movies & series: 34%

Vacation & Travel: 33%

Sport: 31%

Food & drink: 31%

Music: 29%

Politics: 26%

Computers, smartphones & technology: 26%

Family & children: 23%

Games / Video games: 23%

Beauty & body care: 22%

Health & Medicine: 22%

Fashion: 22%

Social issues: 21%

Budget: 20%

None of the above: 19%

Cars & motorcycles: 16%

Books: 16%

Celebrities: 13%

Art & Culture: 13%

Preferred media formats

Short videos / Reels: 59%

Text: 51%

Audio: 49%

Long videos: 40%

Images / Infographics: 33%

I don't know: 4%

Other(s): 3%

Internet usage by provider/brand

Telekom: 33%

Vodafone: 25%

1&1: 14%

O2: 9%

Other(s): 7%

Pyur: 2%

Starlink: 2%

Unitymedia: 2%

Congstar: 1%

EWE: 1%

I don't know: 0%

Website and online service usage by type

Social media: 78%

Online stores: 74%

Video platforms: 50%

News platforms: 46%

Company websites: 38%

Newsletter: 37%

Blogs: 18%

None of the above: 2%

Online payments by type

Credit card: 49%

By invoice: 48%

Debit card: 34%

Direct debit: 34%

Prepaid cards / vouchers: 27%

Payment on delivery: 8%

Other(s): 1%

Purchasing settings

When shopping, I look out for special offers: 67%

Clothing and shoes must be comfortable first and foremost: 64%

It's very important to me to dress well: 61%

I always store in the same stores: 28%

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

I often buy clothes that I never wear: 13

None of the above: 1%

Online shopping settings

Before making a major purchase, I research online: 82%

Customer reviews on the Internet are very helpful: 59%

I am enthusiastic about using augmented and virtual reality when shopping: 35

I would like to see and touch an item before I buy it: 29

When I buy an item, I want to have it in my hands on the same day: 24%

None of the above: 6%

Online shopping by store

Amazon: 87%

eBay: 42%

Zalando: 33%

Temu: 31%

H&M: 29%

Otto: 29%

MediaMarkt: 27%

Shop Pharmacy: 26%

IKEA: 25%

Lidl: 23%

Kaufland: 22%

About You: 20%

SHEIN: 19%

AliExpress: 18%

Bonprix: 16%

Apple: 16%

Saturn: 11%

Other(s): 11%

I have never bought anything online: 1%

Sources of inspiration for new products

Friends and acquaintances: 57%

Online stores: 56%

Search engines (such as Google): 50%

Customer ratings: 28%

Influencer / Content Creator: 26

Podcasts: 16%

Online forums: 15%

Celebrities: 12%

Blogs: 10%

None of the above: 2%

Information sources for product research

Online stores: 47%

Customer ratings: 32%

Friends and acquaintances: 32%

Online forums: 20%

None of the above: 2%

Interest in product categories

Clothing: 69%

Shoes: 64%

Books, movies, music & games: 55%

Cars: 50%

Drugstore + health products: 50%

Sports + outdoor products: 49%

Cosmetics + body care: 47%

Household appliances: 44%

Furniture + household goods: 42%

DIY + garden products: 39%

Pet supplies: 38%

Detergents & cleaning agents,: 37%

Stationery + hobby supplies: 32%

Bicycles: 29%

Toys + baby products: 27%

Motorcycles: 18%

None of the above: 0%

Purchase criteria for clothing

Quality: 77%

Comfort: 61%

Shelf life: 54%

Material: 53%

Brand: 35%

Low price: 30%

Animal welfare: 19%

Country of manufacture: 13%

Fair Trade: 13%

Resource-saving production: 12%

Other(s): 1%

I don't know: 0%

Food consumed regularly

Fruit or vegetables: 82%

Eggs: 75%

Bread and bakery products: 73%

Potatoes: 72%

Pasta: 70%

Meat or sausage products: 66%

Rice: 64%

Sweets or chocolate: 51%

Frozen food: 45%

Snacks or potato chips: 44%

Fish or seafood: 43%

Jam or chocolate spread: 43%

Breakfast cereals: 36%

Ice cream: 34%

Ready meals: 26%

Milk substitutes (e.g. almond milk and oat yogurt): 23%

Meat substitutes (e.g., vegan sausages and plant-based burger patties): 22%

None of the above: 0%

Grocery shopping by private label

Aldi: 61%

Edeka: 59%

Lidl: 56%

Rewe: 54%

Kaufland: 45%

Penny: 26%

NET: 24%

Netto – Brand Discount: 20%

Alnatura: 12%

Standard: 10%

MARKET PURCHASE: 9%

denns organic market: 9%

famila: 8%

BIO COMPANY: 8%

tegut: 5%

Other(s): 5%

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

Smartphone by brand

Samsung: 39%

Apple: 38%

Xiaomi/Mi: 9%

Google: 5%

Huawei: 2%

Motorola: 2%

HTC: 1%

OnePlus: 1%

Sony: 1%

Other(s): 1%

No answer: 1%

Nokia: 0%

OPPO: 0%

Realme: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Insurance with investment elements (e.g. life insurance): 36%

Loans: 34%

Real estate: 34%

Cryptocurrencies (e.g. Bitcoin): 29%

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

Mortgages: 18%

I don't know: 1%

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