Sebastian, 41
Living situation
- Age: 41
- Political affiliation: Centre
- Type of innovation adaptation: Early majority
- Professional and financial situation
- Employment situation: Full-time employee
- Household income: 69.600 to 91.200 euros
- Education: Vocational training (journeyman / master craftsman)
- Housing situation
- Place of residence: Gelsenkirchen
- Region: North Rhine-Westphalia
- Type of housing: Rental flat
- Marital status
- Married
- Household size
- 2 persons
- Effects of economic circumstances
- My cost of living has risen noticeably
- I have tried to spend less money
Personal characteristics & attitudes
- Hobbies and interests
- Technology & Computers
- Outdoor activities
- Travel
- Important aspects of life and values
- A happy relationship
- Lead an honest and respectable life
- Security
- Attitude towards innovation
- I like to stay technologically up to date
- I like to try out innovative products
- I only buy new technologies when they have been proven in practice
- Food attitudes
- I actively try to eat healthy
- Attitudes towards digital media
- Best picture and sound quality is important to me
- It's too expensive to be able to afford all the streaming services I want
- I prefer to subscribe to a bundle of streaming services
- Attitudes towards personal finances
- I am well informed about my financial situation
- I could imagine handling all financial matters exclusively online
- Internet settings
- It's important for me to have mobile Internet access wherever I am.
- I am well informed about the topic of cyber security
- Mobile phone reception is good in the area where I live
- Attitudes towards services
- I like to organise my life with my smartphone
- I am happy to pay for services that make my life easier and more convenient.
- Attitudes to travel
- I like being in nature when I travel
- When I travel, I use my smartphone as a travel guide
- Settings for consumer electronics
- When choosing electronic devices, I pay a lot of attention to their energy efficiency
- I want the best audio and movie experience on all my devices
- Settings for insurances
- I am well informed about my personal insurance contracts
- I could imagine managing my insurance exclusively online.
... in detail
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Media use & consumption
- Settings for online advertising
- I have nothing against advertising if I get free content in return.
- Digital advertising touchpoints
- Search engines
- Social media
- Social media websites and apps
- Non-digital advertising touchpoints
- Direct mail / direct mail
- On TV
- Directly in store
- On the radio
- Use of publishing media (last 12 months)
- Podcasts
- Books (Print)
- eBooks
- Preferences for podcast content by genre
- Business and economy
- News & Politics
- Science & Technology
- TV usage by duration (per week)
- 6 to 10 hours
- Preferences for films and series by genre
- Docs
- Comedies
- Sports
- Horror
- Use of social media by brand
- YouTube
- TikTok
- Activities on social media
- Private messages sent
- Liked posts from other users or followed people
- Commented on posts
- Products/topics talked about online
- Computer, smartphone & technology
- Movies & Series
- Games / Video games
- Politics
- Internet access by type
- Broadband (DSL, cable, ...)
- Internet usage by provider/brand
- Vodafone
- Online shopping settings
- Before making a major purchase, I research online
- Customer reviews on the internet are very helpful
- I want to see and touch an item before I buy it
- Sources of inspiration for new products
- Search engines (such as Google)
- Social media websites and apps
- Video websites and apps (like YouTube)
- Information sources for product research
- Social media websites and apps
- Online shops
- Customer reviews
- In store
- Friends and acquaintances
- High brand awareness by category
- Smartphones
- PCs and laptops
- Cars, motorcycles, bicycles
- Smartphone by brand
- Samsung
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