Siemens – CDO (Chief Digital Officer) – Buyer Persona [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: 68%

50 - 64 years: 30%

18 - 29 years: 2%

Gender

Male: 79%

Female: 21%

Marital status

Married: 77%

Single / unmarried: 11%

In a relationship: 9%

Divorced / widowed: 3%

I'd rather not say: 0%

State

Bavaria: 21%

North Rhine-Westphalia: 15%

Berlin: 13%

Hesse: 12%

Baden-Württemberg: 11%

Hamburg: 9%

Lower Saxony: 6%

Rhineland-Palatinate: 3%

Brandenburg: 2%

Saxony: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Saarland: 1%

Saxony-Anhalt: 1%

Schleswig-Holstein: 1%

Thuringia: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 24%

1.000.000 up to 5.000.000 Inhabitants: 23%

500.000 up to 1.000.000 Inhabitants: 20%

100.000 up to 500.000 Inhabitants: 19%

5.000 up to 20.000 Inhabitants: 9%

Under 5.000 Inhabitants: 4%

I don't know: 1%

Household size

4 Persons: 44%

3 Persons: 26%

2 Persons: 15%

1 Person: 9%

5 or more persons: 6%

Children under the age of 18 in the household

2 Children: 44%

1 Child: 27%

No children: 22%

3 Children: 6%

4 Children: 1%

5 or more children: 0%

Current accommodation

I live in my own home: 64%

I live in a rented apartment: 17%

I live in my own home: 14%

I live in a rented house: 5%

Annual household income

€148,800 and above: 41%

€117,600 to €148,800: 30%

€91,200 to €117,600: 16%

€69,600 to €91,200: 7%

I'd rather not say that: 3%

€50,400 to €69,600: 2%

€36,000 to €50,400: 1%

21 600 € to 26 400 €: 0%

€26,400 to €36,000: 0%

Effects of economic circumstances

My cost of living has risen noticeably: 44%

None of the above: 33%

I have tried to spend less money: 27%

I have experienced anxiety and feelings of stress: 19%

My financial situation has deteriorated: 11%

Education level

Master's degree or equivalent: 43%

Bachelor's degree or equivalent: 41%

Doctoral degree or comparable: 9%

University entrance qualification / Abitur: 4%

Vocational training (journeyman / master craftsman): 3%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

Behavior in the healthcare sector

Underwent a medical examination: 67%

Consulted a family doctor: 63%

Consulted a specialist: 51%

Consulted an alternative doctor: 13%

Was treated as an outpatient in a hospital: 9%

None of the above: 9%

Was treated as an inpatient in a hospital: 8%

Has undergone surgery: 5%

Diets and nutrition

I do not follow any dietary rules: 49%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 27%

Low-carb / no-carb: 17%

Lactose-free: 12%

Gluten-free (i.e. no wheat products): 9%

Vegetarians (do not eat meat or fish): 6%

Pescetarian (eats fish but no meat): 5%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 2%

Other(s): 2%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 72%

Technology & Computers: 72

Travel: 61%

Read: 48%

Video games: 46%

Shopping: 36

Pets: 34%

Gardening and plants: 31%

Meditation / Wellness: 28%

Photography: 26%

Board games / card games: 23

DIY, arts & crafts: 22%

Making music: 21%

Writing: 19%

Other(s): 2%

I don't know: 0%

Important aspects of life

A happy relationship: 52%

Be successful: 48%

Leading an honest and respectable life: 42%

Security: 38%

New learning: 38%

Making my own decisions: 37%

Advance in my career: 34%

Enjoy life: 29%

Social justice: 20%

Traditions: 12%

Attitude towards innovation

I like to keep up with the latest technology: 90%

I like to try out innovative products: 85%

In my circle of friends, I'm usually the first to try out a new technology: 68

The products I buy must meet the highest standards: 63%

Always having the latest technology is important to me: 59%

I only buy new technologies if they have been tried and tested in practice: 16%

None of the above: 0%

Types of innovation adaptation

Early adopters: 47%

Innovators: 29%

Early majority: 21%

Late majority: 3%

Latecomers: 0%

Food attitudes

I actively try to eat healthily: 71%

I avoid artificial flavorings and preservatives: 53%

I try to avoid plastic packaging when I buy food: 44%

Food must be convenient and fast: 37%

I try to eat less meat: 29%

When I go grocery shopping, I usually look for low prices and special offers: 22%

I am open to eating lab-grown meat (cultured meat): 21%

I don't like cooking: 14%

I can't afford to eat healthy: 4%

None of the above: 3%

Internet settings

I really appreciate having mobile internet access everywhere: 84%

I am well-informed about cybersecurity: 82%

Mobile phone reception is good in the area where I live: 63%

I am worried that my data will be misused on the Internet: 38%

None of the above: 2%

Attitudes towards digital media

Best picture and sound quality is important to me: 74%

I prefer to subscribe to a bundle of streaming services: 66%

I prefer platforms with personalized recommendations: 59%

I enjoy watching movies and TV shows on my smartphone: 48%

I usually subscribe to streaming services for short-term use and then cancel them: 27%

It's too expensive to be able to afford all the streaming services I want: 18%

None of the above: 0%

Attitudes towards services

I like to use AI tools (e.g., ChatGPT) to complete everyday tasks: 78%

I am happy to pay for services that make my life easier and more convenient: 61%

I tend to book services online: 51%

I often get annoyed by unexpected booking fees: 33%

I prefer services that involve personal contact: 33%

I often get frustrated that AI systems don't understand my requests: 24%

None of the above: 2%

Attitudes towards health care

I would like to do more for my health: 69%

I undergo regular medical examinations: 68%

I can imagine getting a prescription for cannabis for medical reasons: 33%

Patients have to pay too much for medications and medical treatments: 20%

I prefer alternative healing methods to classical medicine: 11%

None of the above: 7%

I have little confidence in the safety of vaccines: 6%

Satisfaction with personal health

Satisfied: 58%

Very satisfied: 27%

Neither satisfied nor dissatisfied: 12%

Dissatisfied: 2%

I'd rather not say that: 1%

Very dissatisfied: 0%

Attitudes to travel

I like being in nature when I travel: 64

When I travel, I want to have unique experiences: 64%

Before I book a trip, I find out how safe the destination is: 63%

When I'm on vacation, I use my smartphone as a travel guide: 58%

I can imagine planning my trips entirely with AI tools (e.g., ChatGPT): 51%

Sustainable travel is important to me: 51%

I book travel services on the fly using my smartphone: 41%

I'm always on the lookout for the best travel deals: 17%

I can't afford to go on vacation this year: 4%

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 72%

I could imagine handling all financial matters exclusively online: 58%

I have donated to charity in the past 12 months: 44%

I am willing to cover the account maintenance and transaction fees: 34%

I would like to see more payment options using cryptocurrencies: 33%

I could save a lot of money if I followed the advice of a financial expert: 24%

I'm worried about my financial future: 13%

None of the above: 4%

Own assessment of the personal economic situation

Positive: 49%

Very positive: 34%

Neither positive nor negative: 12%

Negative: 3%

Very negative: 1%

I don't know: 1%

Attitudes towards mobility

I can imagine using a self-driving car: 64%

I rely on a car: 63%

Public transport in my region is good: 63%

I am a car enthusiast: 61%

I try to choose more environmentally friendly modes of transportation: 57%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 33

There are not enough parking spaces in my neighborhood: 31%

The lack of infrastructure is preventing me from buying an electric car: 29%

I spend too much time commuting: 26%

None of the above: 1%

Settings for consumer electronics

When buying electronic devices, I pay particular attention to energy efficiency: 76%

I want the best audio and video experience on all my devices: 75%

I would like to control my home using my smartphone or voice commands: 74%

I buy new electronics even if my old model still works: 61%

For me, electronics are a status symbol (e.g., a smartphone): 48%

Due to supply shortages last year, I was unable to buy any new electronic devices: 9%

None of the above: 0%

Settings for insurances

I am well informed about my personal insurance contracts: 57%

I trust my insurance company to take care of my claims: 53%

I could imagine managing my insurance exclusively online: 44%

I would benefit from consulting with an insurance expert: 38%

I am willing to share behavioral data with insurance companies in order to get lower rates: 38%

I'm worried that I might not be adequately insured: 8%

None of the above: 3%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I use ad blockers on the Internet: 48%

Ads don't bother me as long as I get free content in return: 46%

I have bought products because celebrities or influencers have advertised them: 41

Online ads often annoy me: 38%

I don't mind if companies use my data for advertising purposes: 27%

I often find it hard to tell the difference between advertising and content: 9%

None of the above: 2%

Digital advertising touchpoints

Social media: 69%

Search engines: 54%

Online stores: 51%

Video platforms: 48%

Brand websites: 44%

Music streaming platforms: 43%

Online magazines/newspapers: 42%

Podcasts: 37%

Newsletter: 31%

Video games: 31%

Blogs / Forums: 24%

I have not come across any digital advertising: 3%

Other(s): 1%

I don't know: 1%

Non-digital advertising touchpoints

Directly in the store: 51%

On television: 48%

In printed daily newspapers: 44%

On the radio: 41%

In printed magazines: 38%

Direct mail / advertising mail: 33%

At the cinema/movie theater: 26%

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

Other(s): 2%

I don't know: 2%

Purchases of publishing media (last 12 months)

Podcasts: 44%

eBooks: 41%

Daily newspapers (print): 39%

Weekly newspaper (print): 38%

Books (Print): 36%

Magazines (print): 36%

None of the above: 13%

Use of publishing media (last 12 months)

Podcasts: 86%

Daily newspapers (print): 52%

Books (Print): 51%

Magazines (print): 47%

eBooks: 46%

Weekly newspaper (print): 43%

None of the above: 5%

News Sources by Brand

ARD: 46%

FAZ: 44%

n-tv: 41%

World: 41%

Handelsblatt: 39%

Mirror: 34%

Süddeutsche Zeitung: 33%

ZDF: 33%

TIME: 31%

T-Online: 29%

Focus: 27%

Pro7: 27%

Image: 24%

RTL: 21%

star: 17%

SAT. 1: 15%

Daily newspaper (taz): 11%

Mercury: 11%

None of the above: 3%

Preferences for films and series by genre

Documentaries: 66%

Sport: 58%

Comedies: 54%

Dramas: 48%

Horror: 34%

Reality TV: 27%

Soap operas + telenovas: 11%

Other(s): 4%

I don't know: 0%

Use of social media by brand

LinkedIn: 86%

YouTube: 82%

Instagram: 74%

Facebook: 72%

X (Twitter): 58%

TikTok: 44%

XING: 44%

Pinterest: 33%

Reddit: 31%

Snapchat: 27%

Twitch: 22%

Quora: 9%

WeChat: 7%

Flickr: 6%

BeReal.: 5%

Clubhouse: 4%

Tumblr: 4%

Yodel: 2%

Other(s): 1%

I use social media irregularly: 1%

Activities in the social media

Private messages sent: 71%

Posts liked or followed by other users: 58%

Commented on posts: 52%

Posts from companies liked or followed companies: 51%

Images / videos / texts / status updates posted: 46%

Posts from influencers/content creators liked or followed: 42%

Posts shared by other users: 39%

Company posts shared: 36%

Posts shared by influencers / content creators: 28%

I have only used social media passively: 6%

Other(s): 3%

I have not used social media: 2%

User typology of social media

Communicator: 78%

Followers: 70%

Multiplier: 58%

Content Poster: 44%

Passive user: 8%

Other(s): 3%

Non-users: 3%

Influencer followers by genre

Science & Technology: 55%

Business and Economics: 48%

News & Politics: 41%

Health & Fitness: 38%

Music: 36%

Sport: 35%

Comedy: 33%

Family & Parenting: 30%

History: 28%

Society & Culture: 24%

Love & relationships: 22%

Advice & Self-Help: 22%

Crime & Law: 20%

VIPs & celebrities: 12%

Religion & Philosophy: 9%

I don't know: 2%

Other(s): 1%

Preferences for podcast content by genre

Business and Economics: 62%

News & Politics: 61%

Science & Technology: 60%

Comedy: 48%

Health & Fitness: 38%

Sport: 35%

History: 32%

Cars & Vehicles: 31

Society & Culture: 31%

Music: 28%

Family & Education: 25%

Crime & Law: 24%

Love & relationships: 22%

Advice & self-help: 14%

VIPs & celebrities: 11%

Religion & Philosophy: 9%

Other(s): 1%

I don't know: 0%

Products/topics talked about online

Computers, smartphones & technology: 68%

Food & drink: 54%

Sport: 52%

Vacation & Travel: 51%

Games / Video games: 48%

Music: 43%

Movies & series: 41%

Politics: 40%

Family & children: 38%

Fashion: 38%

Social issues: 34%

Cars & motorcycles: 33%

Health & Medicine: 31%

Budget: 31%

Beauty & body care: 29%

Books: 22%

Celebrities: 21%

Art & Culture: 15%

None of the above: 8%

AI and Search Engine Usage by Brand

Google: 91%

ChatGPT: 86%

Microsoft Copilot: 61%

Google Gemini: 58%

Perplexity: 41%

Bing: 37%

deepseek: 34%

DuckDuckGo: 31%

Yahoo!: 14%

Ask.com: 11%

Ecosia: 9%

Baidu: 9%

search.com: 7%

AOL: 6%

Yandex: 6%

WebCrawler: 4%

I do not use search engines: 0%

Internet access by type

Landline Internet connection (e.g., DSL, cable, fiber-optic): 64%

Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 21%

Satellite Internet: 14%

Other(s): 1%

I don't know: 0%

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

Internet usage by provider/brand

Telekom: 41%

Vodafone: 19%

O2: 17%

1&1: 11%

Starlink: 4%

Congstar: 3%

Pyur: 2%

EWE: 1%

Unitymedia: 1%

Other(s): 1%

I don't know: 0%

Website and online service usage by type

Social media: 93%

AI tools (e.g., ChatGPT): 91%

Online stores: 88%

News platforms: 74%

Video platforms: 74%

Company websites: 72%

Newsletter: 56%

Blogs: 41%

None of the above: 0%

Online payments by type

Credit card: 72%

Debit card: 33%

By invoice: 31%

Direct debit: 31%

Prepaid cards / vouchers: 29%

Payment on delivery: 17%

Other(s): 2%

Purchasing settings

I like to go shopping just for fun: 58%

I tend to shop on a whim at the store: 56%

When shopping, I look out for special offers: 55%

I shop at local stores to support businesses in my area: 54%

I prefer to shop in stores rather than online: 41%

I always store in the same stores: 26%

None of the above: 5%

Online shopping settings

Before making major purchases, I first look for information online: 78%

Customer reviews on the Internet are very helpful: 66%

I look forward to using AR/VR while shopping (e.g., virtual try-ons): 58%

I want to see and touch the items before buying them: 36%

I'd like to receive my purchases the same day: 33%

None of the above: 1%

Sources of inspiration for new products

Online stores: 71%

Search engines (such as Google): 66%

Social media: 61%

AI tools (e.g., ChatGPT): 59%

Brand websites: 57%

Customer ratings: 57%

Friends and acquaintances: 55%

In-store: 51%

Video platforms: 43%

Influencer / Content Creator: 41

Price comparison websites: 38%

Online forums: 34%

Online magazines/newspapers: 34%

Magazines / Newspapers (Print): 31%

Podcasts: 31%

Blogs: 26%

Celebrities: 22%

Coupon and deal platforms: 21%

Q&A platforms: 6%

None of the above: 0%

Information sources for product research

Search engines (such as Google): 71%

AI tools (e.g., ChatGPT): 68%

Brand websites: 57%

Online stores: 54%

Customer ratings: 48%

Social media: 44%

Friends and acquaintances: 41%

Price comparison websites: 36%

Online forums: 33%

Online magazines/newspapers: 31%

In-store: 28%

Video platforms: 22%

Magazines / Newspapers (Print): 21%

Podcasts: 19%

Blogs: 17%

Coupon and deal platforms: 14%

Q&A platforms: 9%

None of the above: 0%

Interest in product categories

Clothing: 82%

Cars: 76%

Shoes: 76%

Books, movies, music & games: 66%

Sports + outdoor products: 66%

Furniture + household goods: 60%

Drugstore + health products: 58%

Household appliances: 57%

Bicycles: 52%

Pet supplies: 44%

Toys + baby products: 44%

Cosmetics + body care: 43%

Stationery + hobby supplies: 38%

DIY + garden products: 36%

Motorcycles: 33%

Detergents & cleaning agents,: 31%

None of the above: 0%

Offline purchases by type

Clothing: 69%

Shoes: 61%

Food + Beverages (excluding restaurant delivery): 57%

Cosmetics + body care: 56%

Drugstore + health products: 54%

Sports + outdoor products: 43%

Consumer electronics (e.g., TVs, smartphones): 41%

Accessories: 38

Toys + baby products: 36%

Pet supplies: 34%

Furniture + household goods: 29%

Bags + luggage: 28%

DIY + garden products: 27%

Household appliances: 22%

Stationery + hobby supplies: 21%

I didn't buy anything offline: 4%

Other(s): 2%

Purchase criteria for clothing

Quality: 85%

Comfort: 70%

Material: 66%

Shelf life: 58%

Brand: 52%

Fair Trade: 25%

Country of origin: 23%

Animal welfare: 22%

Resource-efficient production: 17%

Low price: 7%

Other(s): 2%

I don't know: 1%

Food consumed regularly

Eggs: 86%

Bread and bakery products: 82%

Fruit or vegetables: 79%

Meat or sausage products: 71%

Potatoes: 69%

Rice: 66%

Pasta: 64%

Fish or seafood: 58%

Candy or chocolate: 53%

Breakfast cereals: 51%

Snacks or potato potato chips: 46%

Frozen food: 43%

Jam or chocolate spread: 41%

Ice cream: 38%

Ready meals: 36%

Dairy alternatives (e.g., almond milk and oat yogurt): 36%

Meat substitutes (e.g., vegan sausages and plant-based burger patties): 28%

None of the above: 0%

Where to buy food by brand

Edeka: 72%

Rewe: 64%

Aldi: 54%

Lidl: 52%

Kaufland: 44%

Alnatura: 41%

Penny: 31%

denns Organic Market: 21%

NET: 21%

Netto – Brand Discount: 19%

BIO COMPANY: 16%

famila: 14%

MARKET PURCHASE: 13%

Standard: 9%

tegut: 7%

Other(s): 4%

I don't buy groceries or everyday items: 1%

Smartphone by brand

Apple: 52%

Samsung: 33%

Google: 6%

Xiaomi/Mi: 3%

OnePlus: 2%

Sony: 2%

Huawei: 1%

Motorola: 1%

HTC: 0%

Nokia: 0%

OPPO: 0%

Realme: 0%

ZTE: 0%

Other(s): 0%

I don't know: 0%

No answer: 0%

Use of financial products

Savings accounts: 69%

Insurance with investment elements (e.g. life insurance): 54%

Real estate: 48%

Cryptocurrencies (e.g. Bitcoin): 46%

Mortgages: 34%

Loans: 27%

Precious metals (e.g. gold): 21%

I don't know: 0%

Persona Source Reference Block
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