PERSONA-SEDCARD PERCENT VALUES, 3-SPALID

Living situation

Name: Name (male): Christian, Sebastian, Jan, Daniel, Stefan; Name (female): Julia, Stefanie, Anna, Katharina, Katrin

Size of residence: Under 5000 inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 14%.; 5000 to 20,000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 19%.; 20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 23%.; 100,000 to 500,000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 19%.; 500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 10%.; 1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 11%.

Household size: Single household: 23%; Two-person household: 28%; Small family (up to 2 children): 32%; Large family (more than 2 children): 3%; Other: 14%

Annual household income: Less than €18,000: 14%; Between €18,000 - €21,600: 6%; Between €21,600 - €26,400: 6%; Between €26,400 - €36,000: 11%; Between 36.000€ - 50.400€: 17%; Between €50,400 - €69,600: 9%; Between €69,600 - €91,200: 9%; Between €91,200 - €117,600: 4%; Between €117,600 - €148,800: 2%; Over €148,800: 2%

Children under 14 in the household: No children: 65%; 1 child: 20%; 2 children: 12%; 3 children: 2%; 4 children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 52%; Part-time employee: 12%; Self-employed / freelancer: 4%; Other: 32%

Employment status: Pupils: 2%; Apprentice / trainee: 3%; Student (University): 14%; Full-time employee: 52%; Part-time employee: 12%; Self-employed / freelancer:4%; Maternity/parental leave: 4%; Retired:1%; Unemployed:7%; Other:1%

Training: No formal education: 1%; Primary school: 1%; Secondary school leaving certificate / elementary school leaving certificate, secondary school leaving certificate / intermediate school leaving certificate: 20%.; Higher education entrance qualification / Abitur: 24; Vocational training (journeyman / master craftsman): 24%; Bachelor's degree or equivalent: 17%; Master's degree or equivalent: 12%.; Doctorate or equivalent:1%

Hobbies & Interests: Arts & Crafts: 13%; Dancing: 19%; Food & Nutrition: 41%; Gardening: 21%; Health and fitness: 38%; Music: 55%; Pets: 32%; Photography: 25%; Doing sport: 43; Reading & Writing: 39; Socializing: 37%; Technology & Computers: 33; Travel: 43; Video games: 40%; Watching sports: 21%; Other: 7%

Important aspects of life: Being successful: 26; An honest and respectable life: 35%; Having a good time: 39%; Advance career: 13; Safety and security: 38; Making my own decisions: 32%; A happy relationship: 57; Learning new things: 25%; Traditions: 10%; Social justice: 26%

A look at the personal future: Very optimistic: 13%; Quite optimistic: 39%; Neither optimistic nor pessimistic: 33%; Quite pessimistic: 10%; Very pessimistic: 3%

Types of innovation adaptation: Innovators: 1%; Early adopters: 12; Early majority: 40%; Late majority: 16%; Laggards: 31%

Magazine / weekly newspaper consumption by brand: Bild am Sonntag: 22%; Image of the woman: 16%; Brigitte: 15%; Coloured: 10%; Cosmopolitan: 16%; The house: 10%; The Mirror: 28%; The Time: 17%; Focus: 25%; Gala: 10%; Hörzu: 2%; kicker: 11%; Sports Image: 10%; Star: 19%; TV Digital: 11%; TV Spielfim: 11%; Other: 33%

Use of social networks by brand: Facebook: 74%; Flickr: 3%; Instagram: 70%; Yodel: 6%; LinkedIn: 18%; Pinterest: 27%; Reddit: 12%; Snapchat: 28; TikTok: 24%; Tumblr: 6%; Twitch: 17%; Twitter: 25%; WeChat: 4%; Xing: 11%; YouTube: 78%; Other: 3%

Use of media services: Audiobooks (download / streaming): 31%; Digital music content (download / streaming): 92%; Digital video content (download / streaming): 94%; Music hardcopy (e.g. CD, vinyl): 30%.; Podcasts: 38%; Radio: 69%; TV (broadcast / cable / satellite): 81%; Video hardcopy (e.g. DVD, Blu-ray): 41%; None of the above: 0%

Use of websites and online services by type: Blogs: 21%; Corporate websites and apps: 40%; News websites and apps: 44%; Newsletter: 29%; Online shops: 71%; Search engines: 99%; Social media websites and apps: 55; Video websites and apps (e.g. YouTube): 58%; None of the above: 0%

Food attitudes: The food must be convenient and fast: 23%; I actively try to eat healthy: 62%; I am on a restricted diet for health reasons: 9%; I avoid artificial flavours and preservatives: 37%; I do not like to cook: 17%; I have one or more food intolerances: 13%; I rarely have time for a proper meal: 15%; I try to avoid plastic packaging when buying food: 51%; I try to eat less meat: 43%; None of the above: 6%

Attitudes towards mobility: Driving is harmful to the environment: 35%; I am a car enthusiast: 40%; I can imagine using a self-driving taxi: 26%; I spend too much time commuting: 20%; I would like to switch to more environmentally friendly means of transport: 34%; Owning a car is important to me: 58%; The public transport system in my area is good: 40%.; There are not enough parking spaces where I live: 31%; None of the above: 4%

Attitudes to travel: I prefer individual travel plans to package tours: 38%; I want to experience something unique on my travels: 48%; Fear of terrorist attacks and political crises influences my travel behaviour: 22%; When I am on holiday, I use my smartphone as a guide: 53%.; When I am on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:24%; When it comes to travel, I always look for the best deal: 41%.; Sustainability is important to me when travelling: 20%; None of the above: 7%

Attitudes towards health care: I actively do something for my health: 54%; I can imagine using medical cannabis for treatment: 36%; I could imagine consulting doctors via app or online chat: 47%; I prefer alternative healing methods to conventional medicine: 18%; I undergo regular medical check-ups:41%; I would like to do more for my health: 53%; Patients have to pay too much for medication and medical treatment: 34%; Thanks to the internet, it is often possible to search for the best treatment method yourself: 21%.; The health system often lets patients down: 31%; None of the above: 4%

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