Siemens – Automation Engineer (US) – Buyer Persona – Update 1 2026 [Target Audience Matrix]

DIV COLUMN (left)

Age

30 - 49 years: 62%

50 - 64 years: 24%

18 - 29 years: 14%

Gender

Male: 86%

Female: 14%

Marital status

Married: 51%

Single / unmarried: 27%

In a relationship: 14%

Divorced / widowed: 7%

I'd rather not say: 1%

State

New Jersey: 12%

North Carolina: 11%

Pennsylvania: 10%

California: 9%

Indiana: 6%

Illinois: 6%

New York: 6%

Massachusetts: 5%

Ohio: 4%

Texas: 4%

Maryland: 3%

Michigan: 3%

Missouri: 3%

Florida: 3%

Connecticut: 2%

Georgia: 2%

Wisconsin: 2%

Other states: 9%

Size of residence

20.000 up to 100.000 Inhabitants: 27%

100.000 up to 500.000 Inhabitants: 19%

500.000 up to 1.000.000 Inhabitants: 16%

5.000 up to 20.000 Inhabitants: 13%

1.000.000 up to 5.000.000 Inhabitants: 9%

I don't know: 6%

Under 5.000 Inhabitants: 4%

Household size

2 Persons: 28%

3 Persons: 24%

4 Persons: 23%

1 Person: 16%

5 or more persons: 9%

Current accommodation

I live in my own home: 43%

I live in a rented apartment: 26%

I live in my own home: 17%

I live in a rented house: 14%

Pets in the household

Dog: 62%

Cat: 42%

I have no pets: 19%

Fish: 11%

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

Reptile (e.g. lizard, snake, turtle): 4%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 3%

Other(s): 1%

Annual household income

$250,000 and above: 3%

$200,000 to $249,999: 7%

$150,000 to $199,999: 16%

$100,000 to $149,999: 31%

$75,000 to $99,999: 22%

$50,000 to $74,999: 12%

$25,000 to $49,999: 3%

Less than $25,000: 0%

I'd rather not say that: 4%

Effects of economic circumstances

I have tried to spend less money: 54%

My cost of living has risen noticeably: 48%

I have experienced anxiety and feelings of stress: 43%

My financial situation has deteriorated: 34%

None of the above: 9%

Education level

Bachelor's degree or equivalent: 48%

Master's degree or equivalent: 26%

Associate Degree / 2-Year College: 14%

Some college (no degree): 6%

High School Diploma / GED: 4%

Doctoral degree or equivalent (Ph.D., Pharm.D., M.D.): 1%

No high school diploma: 1%

Behavior in the healthcare sector

Consulted a family doctor: 51%

Underwent a medical examination: 49%

Consulted a specialist: 41%

None of the above: 17%

Was treated as an outpatient in a hospital: 16%

Consulted an alternative doctor: 12%

Was in inpatient treatment in a hospital: 11%

Has undergone surgery: 9%

Diets and nutrition

I do not follow any dietary rules: 47%

Low-carb / no-carb: 22%

Vegans (who do not eat meat, fish, or other animal products, such as eggs and dairy products): 13%

Lactose-free: 9%

Pescetarians (who eat fish but no meat): 7%

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

Flexitarians (primarily plant-based diet with occasional consumption of meat or fish): 4%

Other(s): 3%

Vegetarians (do not eat meat or fish): 0%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 58

Video games: 56%

Outdoor activities: 53%

Travel: 42%

Pets: 41%

Read: 38%

DIY, arts & crafts: 33%

Board games / card games: 29

Shopping: 26

Photography: 24%

Gardening and plants: 23%

Making music: 21%

Meditation / Wellness: 19%

Writing: 16%

Other(s): 2%

I don't know: 1%

Important aspects of life

A happy relationship: 48%

New learning: 44%

Leading an honest and respectable life: 43%

Security: 42%

Be successful: 41%

Advance in my career: 38%

Making my own decisions: 33%

Enjoy life: 31%

Social justice: 16%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 64%

I like to try out innovative products: 58%

The products I buy must meet the highest standards: 42%

Always having the latest technology is important to me: 41%

In my circle of friends, I'm usually the first to try out a new technology: 38

I only buy new technologies if they have been tried and tested in practice: 37%

None of the above: 2%

Types of innovation adaptation

Early majority: 37%

Early adopters: 32%

Late majority: 14%

Innovators: 9%

Latecomers: 8%

Food attitudes

I actively try to eat healthily: 72%

I don't like cooking: 41%

I try to eat less meat: 39%

Food must be convenient and fast: 38%

I avoid artificial flavorings and preservatives: 37%

When I go grocery shopping, I usually look for low prices and special offers: 26%

I try to avoid plastic packaging when I buy food: 24%

I am open to eating lab-grown meat (cultured meat): 16%

I can't afford to eat healthy: 13%

None of the above: 3%

Internet settings

I really appreciate having mobile internet access everywhere: 71%

I am well informed about the topic of cyber security: 67%

Mobile phone reception is good in the area where I live: 64%

I am worried that my data will be misused on the Internet: 41%

None of the above: 3%

Attitudes towards digital media

Best picture and sound quality is important to me: 59%

I like watching movies and TV series on my smartphone: 53%

I prefer to subscribe to a bundle of streaming services: 52%

I prefer platforms with personalized recommendations: 47%

It's too expensive to be able to afford all the streaming services I want: 41%

I usually subscribe to streaming services for short-term use and then cancel them: 32%

None of the above: 6%

Attitudes towards services

I am happy to pay for services that make my life easier and more convenient: 59%

I like to use AI tools (e.g., ChatGPT) to complete everyday tasks: 43%

I tend to book services online: 41%

I often get annoyed by unexpected booking fees: 34%

I prefer services that involve personal contact: 27%

None of the above: 4%

I often get frustrated that AI systems don't understand my queries: 0%

Attitudes towards health care

I would like to do more for my health: 74%

Patients have to pay too much for medications and medical treatments: 63%

I undergo regular medical examinations: 57%

I can imagine getting a prescription for cannabis for medical reasons: 34%

I have little confidence in the safety of vaccinations: 14%

I prefer alternative healing methods to classical medicine: 13%

None of the above: 3%

Attitudes to travel

When I travel, I want to have unique experiences: 52%

When I'm on vacation, I use my smartphone as a travel guide: 41%

I'm always on the lookout for the best travel deals: 34%

Before I book a trip, I find out how safe the destination is: 33%

I book travel services on the fly using my smartphone: 31%

Sustainable travel is important to me: 29%

I can't afford to go on vacation this year: 28%

I like being in nature when I travel: 27

None of the above: 9%

I can imagine planning my trips entirely with AI tools (e.g., ChatGPT): 0%

Attitudes towards personal finances

I am fully aware of my financial situation: 49%

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

I am concerned about my financial future: 39%

I have donated to charity in the past 12 months: 37%

I would like to see more payment options using cryptocurrencies: 36%

I could save a lot of money if I followed the advice of a financial expert: 29%

I am willing to cover the account maintenance and transaction fees: 28%

None of the above: 11%

Own assessment of the personal economic situation

Positive: 43%

Neither positive nor negative: 27%

Very positive: 16%

Negative: 11%

Very negative: 2%

I don't know: 1%

Attitudes towards mobility

I rely on a car: 79%

I am a car enthusiast: 31%

I can imagine using a self-driving car: 24%

Public transport in my region is good: 23%

The lack of infrastructure prevents me from buying an electric car: 22%

I spend too much time commuting: 21%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 17

I try to choose more environmentally friendly modes of transportation: 16%

There are not enough parking spaces in my neighborhood: 9%

None of the above: 0%

Settings for consumer electronics

I would like to control my home using my smartphone or voice commands: 49%

I want the best audio and movie experience on all my devices: 42%

I buy new electronics even if my old model still works: 37%

When buying electronic devices, I pay particular attention to energy efficiency: 29%

For me, electronics are a status symbol (e.g., a smartphone): 26%

None of the above: 16%

Due to supply shortages last year, I was unable to buy any new electronic devices: 7%

Settings for insurances

I trust my insurance company to take care of my claims: 43%

I could imagine managing my insurance exclusively online: 37%

I am well informed about my personal insurance contracts: 36%

I would benefit from consulting with an insurance expert: 29%

I am willing to share behavioral data with insurance companies in order to get lower rates: 23%

I'm worried that I might not be adequately insured: 14%

None of the above: 13%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I use ad blockers on the Internet: 42%

Online ads often annoy me: 41%

Ads don't bother me as long as I get free content in return: 34%

I have bought products because celebrities or influencers have advertised them: 32

I don't mind if companies use my data for advertising purposes: 24%

None of the above: 11%

I often find it hard to tell the difference between advertising and content: 8%

Digital advertising touchpoints

Social media: 64%

Search engines: 44%

Online stores: 41%

Video platforms: 38%

Music streaming platforms: 36%

Podcasts: 29%

Brand websites: 28%

Video games: 27%

Online magazines/newspapers: 23%

Blogs / Forums: 14%

Newsletter: 12%

I have not come across any digital advertising: 4%

Other(s): 2%

I don't know: 2%

Non-digital advertising touchpoints

On television: 48%

On the radio: 42%

Directly in the store: 39%

Direct mail / advertising mail: 32%

At the cinema/movie theater: 29%

In printed daily newspapers: 18%

In printed magazines: 17%

I haven't come across non-digital ads yet: 7%

I don't know: 4%

Other(s): 2%

Purchases of publishing media (last 12 months)

Podcasts: 34%

eBooks: 32%

None of the above: 26%

Daily newspapers (print): 22%

Books (Print): 21%

Weekly newspaper (print): 19%

Magazines (print): 12%

Use of publishing media (last 12 months)

Podcasts: 49%

Books (Print): 44%

eBooks: 38%

Daily newspapers (print): 34%

Magazines (print): 26%

Weekly newspaper (print): 18%

None of the above: 3%

TV usage by duration (per week)

6 up to 10 hours: 28%

1 up to 5 hours: 23%

11 up to 15 hours: 16%

16 up to 20 hours: 11%

More than 20 hours: 8%

Less than one hour: 7%

I do not use this media service: 4%

I don't know: 3%

Preferences for films and series by genre

Comedies: 63%

Documentaries: 59%

Dramas: 57%

Sport: 47%

Reality TV: 31%

Horror: 26%

Soap operas + telenovas: 8%

Other(s): 7%

I don't know: 0%

Preferences for podcast content by genre

Comedy: 58%

Science & Technology: 57%

News & Politics: 51%

History: 47%

Business and economy: 44%

Society & Culture: 43%

Health & Fitness: 38%

Advice & self-help: 36%

Sport: 34%

Music: 31%

Crime & Law: 29%

Family & Parenting: 28%

Cars & Vehicles: 27

Religion & Philosophy: 22%

Love & relationships: 21%

VIPs & Celebrities: 9%

Other(s): 2%

I don't know: 1%

TV/video streaming usage by brand

Amazon Prime Video: 77%

Netflix: 76%

Apple TV+: 59%

Disney+: 49%

YouTube Premium: 28%

Pluto TV: 27%

Tubi: 26%

Amazon Freevee: 23%

iTunes: 13%

Google Play Store: 9%

None of the above: 0%

Use of social media by brand

YouTube: 84%

Instagram: 64%

Facebook: 61%

LinkedIn: 53%

X (Twitter): 52%

TikTok: 51%

Reddit: 47%

Snapchat: 31%

Pinterest: 27%

Twitch: 24%

Other(s): 9%

WeChat: 8%

Tumblr: 7%

Flickr: 6%

BeReal.: 4%

Clubhouse: 3%

I use social media irregularly: 1%

Activities in the social media

Commented on posts: 53%

Posts liked or followed by other users: 52%

Private messages sent: 49%

Posts from influencers/content creators liked or followed: 41%

Images / videos / texts / status updates posted: 39%

Posts shared by other users: 36%

Posts from companies liked or followed companies: 34%

Posts shared by influencers / content creators: 28%

Company posts shared: 24%

I have only used social media passively: 9%

Other(s): 3%

I have not used social media: 2%

User typology of social media

Followers: 74%

Communicator: 69%

Multiplier: 54%

Content Poster: 39%

Passive user: 9%

Other(s): 3%

Non-users: 2%

Products/topics talked about online

Movies & series: 42%

Food & drink: 41%

Music: 38%

Sport: 33%

Games / Video games: 32%

Social issues: 31%

Computers, smartphones & technology: 29%

Vacation & Travel: 28%

Politics: 27%

Health & Medicine: 26%

Cars & motorcycles: 24%

Family & children: 23%

Art & Culture: 22%

Beauty & body care: 21%

Books: 19%

Fashion: 18%

Budget: 16%

None of the above: 12%

Celebrities: 11%

AI and Search Engine Usage by Brand

Google: 91%

ChatGPT: 78%

Microsoft Copilot: 47%

Google Gemini: 41%

Perplexity: 34%

Bing: 29%

DuckDuckGo: 24%

deepseek: 14%

Yahoo!: 11%

Yandex: 9%

search.com: 8%

Ecosia: 7%

Ask.com: 6%

Baidu: 4%

AOL: 3%

WebCrawler: 2%

I do not use search engines: 1%

Use of AI

Online research: 58%

Technical Support: 54%

Education + Learning: 41%

Messaging and communication (e.g., emails, text messages, translations): 38%

Planning + Time Management (e.g., to-do lists, scheduling): 33%

Research for Purchasing: 24%

DIY + Hobbies: 23%

Creative design (e.g., art, photography, video production): 21%

Finance + Taxes (e.g., expenses, investments): 19%

Health & Fitness: 18%

Assistance with home repairs and maintenance: 17%

Travel Planning: 16%

Legal or administrative support: 13%

Nutrition & Meal Planning: 9%

I do not actively use AI tools: 8%

Psychological support: 7%

Child-rearing or family support: 6%

Society: 4%

Other(s): 2%

Preferred media formats

Short videos / Reels: 64%

Long videos: 58%

Text: 56%

Audio: 48%

Images / Infographics: 44%

Other(s): 3%

I don't know: 1%

Internet access by type

Landline Internet connection (e.g., DSL, cable, fiber optic): 82%

Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 38%

Satellite Internet: 7%

Other(s): 2%

I don't know: 0%

I do not have an internet connection at home: 0%

Website and online service usage by type

Social media: 81%

Online stores: 67%

AI tools (e.g., ChatGPT): 64%

Company websites: 63%

Video platforms: 61%

News platforms: 44%

Blogs: 34%

Newsletter: 27%

None of the above: 1%

Online payments by type

Debit card: 67%

Credit card: 64%

Direct debit: 21%

Prepaid cards / vouchers: 19%

By invoice: 18%

Payment on delivery: 16%

Other(s): 3%

Purchasing settings

When shopping, I look out for special offers: 69%

I like to go shopping just for fun: 58%

I prefer to shop in stores rather than online: 57%

I tend to make impulse purchases in stores: 47%

I shop at local stores to support businesses in my area: 42%

I always store in the same stores: 34%

None of the above: 9%

Online shopping settings

Customer reviews on the Internet are very helpful: 59%

Before making any major purchases, I first look up information online: 58%

I'd like to see and touch the items before buying them: 49%

I'd like to receive my purchases the same day: 34%

I look forward to using AR/VR while shopping (e.g., virtual try-ons): 22%

None of the above: 3%

High brand awareness by category

Smartphones: 63

PCs and laptops: 52%

Clothing: 47%

Shoes: 44%

Food + non-alcoholic drinks: 43

Alcoholic beverages: 41%

Cars, motorcycles, bicycles: 39%

Detergents & cleaning agents,: 38%

TV + Hi-Fi: 37%

Household appliances: 34%

Cosmetics + body care: 33%

Pet supplies: 32%

Sports + outdoor products: 31%

Furniture + household goods: 28%

Accessories: 23

DIY + garden products: 19%

Stationery + hobby supplies: 16%

Bags + Luggage: 14%

Toys + baby products: 13%

None of the above: 3%

Sources of inspiration for new products

Search engines (such as Google): 61%

Social media: 53%

Friends and acquaintances: 47%

Online stores: 46%

In-store: 44%

Customer ratings: 41%

Brand websites: 38%

Video platforms: 34%

Online forums: 31%

AI tools (e.g., ChatGPT): 28%

Podcasts: 27%

Price comparison websites: 26%

Coupon and deal platforms: 24%

Influencer / Content Creator: 22

Blogs: 21%

Magazines / Newspapers (Print): 19%

Online magazines/newspapers: 18%

Celebrities: 13%

Q&A platforms: 11%

None of the above: 1%

Information sources for product research

Search engines (such as Google): 61%

Social media: 53%

Friends and acquaintances: 47%

Online stores: 46%

In-store: 44%

Customer ratings: 41%

Brand websites: 38%

Video platforms: 34%

Online forums: 31%

AI tools (e.g., ChatGPT): 28%

Podcasts: 27%

Price comparison websites: 26%

Coupon and deal platforms: 24%

Influencer / Content Creator: 22

Blogs: 21%

Magazines / Newspapers (Print): 19%

Online magazines/newspapers: 18%

Celebrities: 13%

Q&A platforms: 11%

None of the above: 1%

Interest in product categories

Shoes: 88%

Clothing: 78%

Household appliances: 52%

Cosmetics + body care: 51%

Books, movies, music & games: 49%

Furniture + household goods: 48%

Cars: 47%

Detergents & cleaning agents,: 46%

Pet supplies: 42%

DIY + garden products: 41%

Sports + outdoor products: 38%

Drugstore + health products: 34%

Bicycles: 22%

Stationery + hobby supplies: 19%

Toys + baby products: 16%

Motorcycles: 13%

None of the above: 0%

Purchase criteria for clothing

Quality: 83%

Comfort: 79%

Shelf life: 57%

Brand: 43%

Low price: 42%

Material: 39%

Country of origin: 27%

Animal welfare: 13%

Resource-efficient production: 9%

Fair Trade: 7%

Other(s): 0%

I don't know: 0%

Food consumed regularly

Fruit or vegetables: 72%

Eggs: 66%

Meat or sausage products: 63%

Frozen foods: 59%

Snacks or potato chips: 56%

Bread and bakery products: 53%

Pasta: 52%

Fish or seafood: 51%

Candy or chocolate: 49%

Ice cream: 47%

Breakfast cereals: 44%

Potatoes: 41%

Rice: 38%

Dairy alternatives (e.g., almond milk and oat yogurt): 28%

Ready meals: 27%

Jam or chocolate spread: 19%

Meat substitute products (e.g. vegan sausages and plant-based burger patties): 18%

None of the above: 0%

Smartphone by brand

Apple: 46%

Samsung: 37%

Google: 8%

Other(s): 7%

OnePlus: 6%

Motorola: 4%

LG: 3%

Sony: 2%

OPPO: 1%

Xiaomi/Mi: 1%

No answer: 1%

Huawei: 0%

I don't know: 0%

Persona Source Reference Block
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