Siemens – Production Manager (US) – Buyer Persona – Update 1 2026 [Target Audience Matrix]

DIV COLUMN (left)

Age

30 - 49 years: 61%

50 - 64 years: 36%

18 - 29 years: 3%

Gender

Male: 79%

Female: 21%

Marital status

Married: 66%

Single / unmarried: 16%

In a relationship: 9%

Divorced / widowed: 8%

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: 24%

100.000 up to 500.000 Inhabitants: 23%

500.000 up to 1.000.000 Inhabitants: 17%

1.000.000 up to 5.000.000 Inhabitants: 11%

5.000 up to 20.000 Inhabitants: 9%

Under 5.000 Inhabitants: 4%

I don't know: 3%

Household size

3 Persons: 29%

4 Persons: 27%

2 Persons: 23%

5 or more persons: 12%

1 Person: 9%

Current accommodation

I live in my own home: 59%

I live in my own home: 16%

I live in a rented apartment: 14%

I live in a rented house: 11%

Pets in the household

Dog: 71%

Cat: 49%

I have no pets: 14%

Fish: 11%

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

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

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 1%

Other(s): 1%

Annual household income

$250,000 and above: 8%

$200,000 to $249,999: 13%

$150,000 to $199,999: 24%

$100,000 to $149,999: 30%

$75,000 to $99,999: 13%

$50,000 to $74,999: 5%

$25,000 to $49,999: 1%

Less than $25,000: 0%

I'd rather not say that: 6%

Effects of economic circumstances

I have tried to spend less money: 51%

My cost of living has risen noticeably: 47%

I have experienced anxiety and feelings of stress: 39%

My financial situation has deteriorated: 33%

None of the above: 14%

Education level

Bachelor's degree or equivalent: 44%

Master's degree or equivalent: 30%

Associate Degree / 2-Year College: 11%

Some college (no degree): 6%

High School Diploma / GED: 5%

Doctoral degree or equivalent (Ph.D., Pharm.D., M.D.): 3%

No high school diploma: 1%

Behavior in the healthcare sector

Underwent a medical examination: 58%

Consulted a family doctor: 56%

Consulted a specialist: 44%

Received outpatient treatment at a hospital: 17%

Was in inpatient treatment in a hospital: 13%

Has undergone surgery: 12%

Consulted an alternative doctor: 11%

None of the above: 9%

Diets and nutrition

I do not follow any dietary rules: 49%

Low-carb / no-carb: 29%

Other(s): 11%

Vegetarians (do not eat meat or fish): 9%

Lactose-free: 8%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 7%

Flexitarians (primarily plant-based diet with occasional consumption of meat or fish): 6%

Gluten-free (i.e. no wheat products): 4%

Pescetarian (eats fish but no meat): 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 56%

Pets: 44%

Technology & Computers: 43

Travel: 42%

Video games: 41%

Read: 38%

DIY, Arts & Crafts: 31%

Gardening and plants: 28%

Shopping: 27

Board games / card games: 26

Photography: 22%

Meditation / Wellness: 21%

Making music: 18%

Writing: 14%

Other(s): 2%

I don't know: 1%

Important aspects of life

A happy relationship: 51%

Security: 47%

Be successful: 44%

Leading an honest and respectable life: 43%

Advance in my career: 41%

New learning: 34%

Making my own decisions: 29%

Enjoy life: 28%

Social justice: 14%

Traditions: 13%

Attitude towards innovation

I like to keep up with the latest technology: 56%

I only buy new technologies if they have been tried and tested in practice: 53%

I like to try out innovative products: 49%

The products I buy must meet the highest standards: 44%

Always having the latest technology is important to me: 24%

In my circle of friends, I'm usually the first to try out a new technology: 22

None of the above: 3%

Types of innovation adaptation

Early majority: 41%

Early adopters: 23%

Late majority: 19%

Latecomers: 13%

Innovators: 4%

Food attitudes

I actively try to eat healthily: 76%

I avoid artificial flavorings and preservatives: 46%

I try to avoid plastic packaging when I buy food: 32%

I don't like cooking: 31%

Food must be convenient and fast: 29%

When I go grocery shopping, I usually look for low prices and special offers: 28%

I try to eat less meat: 27%

I am open to eating lab-grown meat (cultured meat): 24%

I can't afford to eat healthy: 14%

None of the above: 3%

Internet settings

I really appreciate having mobile internet access everywhere: 62%

Mobile phone reception is good in the area where I live: 61%

I am well informed about the topic of cyber security: 47%

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

None of the above: 11%

Attitudes towards digital media

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

I enjoy watching movies and TV shows on my smartphone: 62%

I prefer to subscribe to a bundle of streaming services: 61%

I prefer platforms with personalized recommendations: 59%

It's too expensive to be able to afford all the streaming services I want: 44%

I usually subscribe to streaming services for short-term use and then cancel them: 33%

None of the above: 2%

Attitudes towards services

I am happy to pay for services that make my life easier and more convenient: 69%

I tend to book services online: 46%

I like to use AI tools (e.g., ChatGPT) to complete everyday tasks: 38%

I often get annoyed by unexpected booking fees: 33%

I prefer services that involve personal contact: 29%

I often get frustrated that AI systems don't understand my requests: 8%

None of the above: 4%

Attitudes towards health care

I would like to do more for my health: 77%

Patients have to pay too much for medications and medical treatments: 68%

I undergo regular medical examinations: 53%

I can imagine getting a prescription for cannabis for medical reasons: 43%

I prefer alternative healing methods to classical medicine: 21%

I have little confidence in the safety of vaccinations: 17%

None of the above: 2%

Attitudes to travel

Before I book a trip, I find out how safe the destination is: 49%

When I'm on vacation, I use my smartphone as a travel guide: 47%

When I travel, I want to have unique experiences: 44%

I like being in nature when I travel: 37

I book travel services on the fly using my smartphone: 29%

Sustainable travel is important to me: 28%

I can imagine planning my trips entirely with AI tools (e.g., ChatGPT): 26%

I'm always on the lookout for the best travel deals: 24%

I can't afford to go on vacation this year: 16%

None of the above: 8%

Attitudes towards personal finances

I am fully aware of my financial situation: 49%

I could imagine handling all financial matters exclusively online: 44%

I would like to see more payment options using cryptocurrencies: 42%

I have donated to charity in the past 12 months: 38%

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

I am worried about my financial future: 32%

I could save a lot of money if I followed the advice of a financial expert: 26%

None of the above: 9%

Own assessment of the personal economic situation

Positive: 46%

Very positive: 22%

Neither positive nor negative: 21%

Negative: 8%

Very negative: 2%

I don't know: 1%

Attitudes towards mobility

I rely on a car: 76%

I am a car enthusiast: 34%

I can imagine using a self-driving car: 33%

I try to choose more environmentally friendly modes of transportation: 24%

I spend too much time commuting: 22%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 21

Public transport in my region is good: 19%

The lack of infrastructure prevents me from buying an electric car: 18%

There are not enough parking spaces in my neighborhood: 4%

None of the above: 0%

Settings for consumer electronics

I'd like to control my home using my smartphone or voice commands: 64%

I buy new electronics, even if my old model still works: 49%

I want the best audio and movie experience on all my devices: 47%

When buying electronic devices, I pay particular attention to energy efficiency: 39%

For me, electronics are a status symbol (e.g., a smartphone): 34%

None of the above: 11%

Due to supply shortages last year, I was unable to buy any new electronic devices: 6%

Settings for insurances

I trust my insurance company to take care of my claims: 51%

I am well informed about my personal insurance contracts: 43%

I could see myself managing my insurance entirely online: 39%

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: 26%

I'm worried that I might not be adequately insured: 19%

None of the above: 9%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

Ads don't bother me as long as I get free content in return: 49%

I use ad blockers on the Internet: 41%

Online ads often annoy me: 39%

I have bought products because celebrities or influencers have advertised them: 34

I don't mind if companies use my data for advertising purposes: 29%

None of the above: 9%

I often find it hard to tell the difference between ads and content: 4%

Digital advertising touchpoints

Social media: 67%

Search engines: 49%

Online stores: 44%

Video platforms: 39%

Music streaming platforms: 37%

Podcasts: 34%

Video games: 32%

Brand websites: 31%

Online magazines/newspapers: 27%

Blogs / Forums: 17%

Newsletter: 14%

I have not come across any digital advertising: 4%

Other(s): 2%

I don't know: 1%

Non-digital advertising touchpoints

On television: 52%

Directly in the store: 44%

On the radio: 43%

Direct mail / advertising mail: 33%

At the cinema/movie theater: 29%

In printed daily newspapers: 24%

In printed magazines: 19%

I haven't come across non-digital ads yet: 6%

I don't know: 4%

Other(s): 2%

Purchases of publishing media (last 12 months)

eBooks: 36%

Podcasts: 33%

Weekly newspaper (print): 32%

Books (Print): 31%

None of the above: 27%

Magazines (print): 26%

Daily newspapers (print): 24%

Use of publishing media (last 12 months)

Podcasts: 64%

Magazines (print): 48%

Books (Print): 43%

eBooks: 39%

Weekly newspaper (print): 36%

Daily newspapers (print): 33%

None of the above: 0%

TV usage by duration (per week)

6 up to 10 hours: 29%

1 up to 5 hours: 22%

11 up to 15 hours: 17%

16 up to 20 hours: 11%

More than 20 hours: 8%

Less than one hour: 6%

I do not use this media service: 4%

I don't know: 3%

Preferences for films and series by genre

Comedies: 64%

Dramas: 62%

Documentaries: 61%

Sport: 54%

Reality TV: 28%

Horror: 23%

Soap operas + telenovas: 9%

Other(s): 3%

I don't know: 0%

Preferences for podcast content by genre

Business and Economics: 69%

Comedy: 67%

News & Politics: 59%

Advice & Self-Help: 52%

Health & Fitness: 51%

Science & Technology: 48%

Family & Parenting: 44%

Society & Culture: 43%

Crime & Law: 42%

History: 41%

Love & Relationships: 37%

Sport: 36%

Music: 33%

Religion & Philosophy: 31%

Cars & Vehicles: 29

VIPs & celebrities: 11%

Other(s): 4%

I don't know: 0%

TV/video streaming usage by brand

Amazon Prime Video: 77%

Netflix: 76%

Apple TV+: 59%

Disney+: 58%

Amazon Freevee: 28%

YouTube Premium: 26%

Pluto TV: 21%

Tubi: 18%

iTunes: 11%

Google Play Store: 9%

None of the above: 3%

Use of social media by brand

YouTube: 78%

Facebook: 73%

Instagram: 67%

LinkedIn: 58%

TikTok: 48%

X (Twitter): 44%

Reddit: 33%

Pinterest: 31%

Snapchat: 28%

Twitch: 16%

WeChat: 8%

Tumblr: 7%

Flickr: 6%

Clubhouse: 4%

BeReal.: 3%

Other(s): 2%

I use social media irregularly: 1%

Activities in the social media

Private messages sent: 57%

Posts liked or followed by other users: 56%

Commented on posts: 54%

Images / videos / texts / status updates posted: 43%

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

Posts from companies liked or followed companies: 41%

Posts shared by other users: 39%

Posts shared by influencers / content creators: 29%

Company posts shared: 27%

I have only used social media passively: 8%

Other(s): 3%

I have not used social media: 2%

User typology of social media

Followers: 79%

Communicator: 74%

Multiplier: 58%

Content Poster: 43%

Passive user: 8%

Other(s): 3%

Non-users: 2%

Products/topics talked about online

Music: 52%

Movies & series: 48%

Games / Video games: 44%

Food & drink: 41%

Computers, smartphones & technology: 39%

Sport: 38%

Health & Medicine: 34%

Politics: 33%

Vacation & Travel: 31%

Cars & motorcycles: 29%

Social issues: 28%

Fashion: 26%

Family & children: 24%

Art & Culture: 23%

Beauty & body care: 22%

Books: 21%

Budget: 16%

Celebrities: 14%

None of the above: 8%

AI and Search Engine Usage by Brand

Google: 89%

ChatGPT: 58%

Microsoft Copilot: 41%

Google Gemini: 34%

Bing: 31%

Yahoo!: 16%

DuckDuckGo: 14%

Perplexity: 13%

Ask.com: 7%

deepseek: 6%

AOL: 4%

search.com: 3%

Ecosia: 2%

Baidu: 2%

WebCrawler: 2%

Yandex: 2%

I do not use search engines: 2%

Use of AI

Online research: 51%

Messaging and communication (e.g., emails, text messages, translations): 41%

Technical Support: 36%

Planning + Time Management (e.g., to-do lists, scheduling): 34%

Education + Learning: 31%

Finance + Taxes (e.g., expenses, investments): 23%

Research for purchasing: 22%

Travel Planning: 19%

Health & Fitness: 18%

Legal or administrative support: 17%

Assistance with household repairs and maintenance: 16%

DIY + Hobbies: 14%

I do not actively use AI tools: 13%

Creative design (e.g., art, photography, video production): 12%

Nutrition & Meal Planning: 9%

Child-rearing or family support: 8%

Psychological support: 6%

Society: 3%

Other(s): 1%

Preferred media formats

Short videos / Reels: 67%

Text: 56%

Audio: 53%

Long videos: 51%

Images / Infographics: 41%

Other(s): 3%

I don't know: 1%

Internet access by type

Landline Internet connection (e.g., DSL, cable, fiber-optic): 84%

Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 34%

Satellite Internet: 8%

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: 84%

Company websites: 71%

Online stores: 67%

AI tools (e.g., ChatGPT): 56%

Video platforms: 51%

News platforms: 44%

Blogs: 28%

Newsletter: 27%

None of the above: 1%

Online payments by type

Credit card: 73%

Debit card: 66%

Direct debit: 19%

By invoice: 18%

Prepaid cards / vouchers: 17%

Payment on delivery: 16%

Other(s): 2%

Purchasing settings

I like to go shopping just for fun: 79%

When shopping, I look out for special offers: 73%

I prefer to shop in stores rather than online: 59%

I tend to shop on a whim at the store: 54%

I shop at local stores to support businesses in my area: 49%

I always store in the same stores: 32%

None of the above: 3%

Online shopping settings

Before making any major purchases, I first do some research online: 73%

Customer reviews on the Internet are very helpful: 62%

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

I'd like to receive my purchases the same day: 38%

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: 64

PCs and laptops: 54%

Clothing: 49%

Shoes: 46%

Cars, motorcycles, bicycles: 44%

Alcoholic beverages: 43%

Household appliances: 42%

Detergents & cleaning agents,: 41%

Food + non-alcoholic drinks: 39

Pet supplies: 38%

TV + Hi-Fi: 37%

Cosmetics + body care: 34%

Sports + outdoor products: 33%

Furniture + household goods: 28%

Accessories: 24

DIY + garden products: 22%

Toys + baby products: 19%

Bags + luggage: 18%

Stationery + hobby supplies: 17%

None of the above: 3%

Sources of inspiration for new products

Social media: 67%

Search engines (such as Google): 63%

Online stores: 52%

In-store: 49%

Friends and acquaintances: 48%

Customer ratings: 38%

Video platforms: 37%

Coupon and deal platforms: 31%

Podcasts: 27%

Brand websites: 26%

Blogs: 24%

Online magazines/newspapers: 23%

Online forums: 21%

Celebrities: 19%

Influencer / Content Creator: 17

Price comparison websites: 16%

AI tools (e.g., ChatGPT): 14%

Q&A platforms: 13%

Magazines / Newspapers (Print): 8%

None of the above: 0%

Information sources for product research

Social media: 67%

Search engines (such as Google): 63%

Online stores: 52%

In-store: 49%

Friends and acquaintances: 48%

Customer ratings: 38%

Video platforms: 37%

Coupon and deal platforms: 31%

Podcasts: 27%

Brand websites: 26%

Blogs: 24%

Online magazines/newspapers: 23%

Online forums: 21%

Celebrities: 19%

Influencer / Content Creator: 17

Price comparison websites: 16%

AI tools (e.g., ChatGPT): 14%

Q&A platforms: 13%

Magazines / Newspapers (Print): 8%

None of the above: 0%

Interest in product categories

Shoes: 87%

Clothing: 86%

Books, movies, music & games: 59%

Cosmetics + body care: 57%

Detergents & cleaning agents,: 54%

Household appliances: 53%

Furniture + household goods: 52%

Cars: 51%

DIY + garden products: 49%

Pet supplies: 48%

Sports + outdoor products: 42%

Drugstore + health products: 41%

Toys + baby products: 31%

Stationery + hobby supplies: 29%

Bicycles: 27%

Motorcycles: 16%

None of the above: 0%

Purchase criteria for clothing

Comfort: 79%

Quality: 78%

Durability: 62%

Brand: 49%

Material: 44%

Low price: 34%

Country of manufacture: 29%

Animal welfare: 19%

Resource-conserving production: 14%

Fair Trade: 13%

Other(s): 2%

I don't know: 0%

Food consumed regularly

Fruit or vegetables: 78%

Bread and bakery products: 68%

Snacks or potato chips: 66%

Eggs: 64%

Meat or sausage products: 62%

Frozen foods: 57%

Pasta: 56%

Fish or seafood: 54%

Potatoes: 53%

Rice: 52%

Sweets or chocolate: 51%

Dairy alternatives (e.g., almond milk and oat yogurt): 47%

Breakfast cereals: 46%

Ice cream: 44%

Ready meals: 38%

Meat substitutes (e.g., vegan sausages and plant-based burger patties): 29%

Jam or chocolate spread: 22%

None of the above: 0%

Smartphone by brand

Apple: 51%

Samsung: 36%

Other(s): 7%

Motorola: 6%

Google: 4%

LG: 3%

OnePlus: 1%

Sony: 1%

No answer: 1%

Huawei: 0%

OPPO: 0%

Xiaomi/Mi: 0%

I don't know: 0%

Persona Source Reference Block
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