Test – Buyer Persona – Update 1 2026 [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: 74%

50 - 64 years: 16%

18 - 29 years: 10%

Gender

Male: 58%

Female: 42%

Marital status

Married: 72%

In a relationship: 28%

Single / unmarried: 0%

Divorced / widowed: 0%

I'd rather not say: 0%

State

North Rhine-Westphalia: 20%

Bavaria: 18%

Baden-Württemberg: 13%

Hesse: 8%

Lower Saxony: 8%

Berlin: 6%

Rhineland-Palatinate: 5%

Saxony: 4%

Brandenburg: 3%

Hamburg: 3%

Thuringia: 3%

Mecklenburg-Western Pomerania: 2%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

5.000 up to 20.000 Inhabitants: 19%

100.000 up to 500.000 Inhabitants: 16%

Under 5.000 Inhabitants: 15%

1.000.000 up to 5.000.000 Inhabitants: 13%

500.000 up to 1.000.000 Inhabitants: 11%

I don't know: 1%

Household size

3 Persons: 32%

4 Persons: 28%

2 Persons: 27%

5 or more persons: 8%

1 Person: 4%

Current accommodation

I live in my own home: 46%

I live in a rented apartment: 36%

I live in my own home: 10%

I live in a rented house: 8%

Pets in the household

Cat: 42%

Dog: 41%

I have no pets: 30%

Fish: 7%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 6%

Bird (e.g. budgerigar, parrot): 5%

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

Other(s): 1%

Annual household income

69 600 € to 91 200 €: 25%

36 000 € to 50 400 €: 21%

50 400 € to 69 600 €: 18%

€91,200 to €117,600: 14%

117 600 € to 148 800 €: 9%

€148,800 and above: 8%

26 400 € to 36 000 €: 5%

21 600 € to 26 400 €: 0%

I'd rather not say that: 0%

Effects of economic circumstances

My cost of living has risen noticeably: 52%

I have tried to spend less money: 48%

I have experienced anxiety and feelings of stress: 27%

My financial situation has deteriorated: 24%

None of the above: 15%

Education level

Vocational training (journeyman / master craftsman): 44%

Bachelor's degree or equivalent qualification: 28%

Master's degree or equivalent: 24%

Doctoral degree or comparable: 3%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

University entrance qualification / Abitur: 0%

Behavior in the healthcare sector

Consulted a family doctor: 65%

Consulted a specialist: 54%

Underwent a medical examination: 51%

Has undergone surgery: 12%

Was treated as an outpatient in a hospital: 11%

Was in inpatient treatment in a hospital: 10%

None of the above: 10%

Consulted an alternative doctor: 9%

Diets and nutrition

I do not follow any dietary rules: 51%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 25%

Low-carb / no-carb: 10%

Lactose-free: 8%

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

Gluten-free (i.e. no wheat products): 5%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 3%

Pescetarian (eats fish but no meat): 2%

Other(s): 2%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Outdoor activities: 64%

Travel: 47%

Read: 38%

Pets: 36%

Video games: 36%

Gardening and plants: 34%

Shopping: 34

Technology & Computers: 34

DIY, arts & crafts: 26%

Board games / card games: 23

Photography: 18%

Meditation / Wellness: 17%

Making music: 15%

Writing: 10%

Other(s): 2%

I don't know: 0%

Important aspects of life

A happy relationship: 64%

Security: 44%

Leading an honest and respectable life: 38%

Enjoy life: 34%

Making my own decisions: 29%

Be successful: 24%

Social justice: 22%

New learning: 19%

Advance in my career: 13%

Traditions: 13%

Attitude towards innovation

I like to keep up with the latest technology: 42%

I only buy new technologies if they have been tried and tested in practice: 42%

I like to try out innovative products: 40%

In my circle of friends, I'm usually the first to try out a new technology: 21

The products I buy must meet the highest standards: 21%

Always having the latest technology is important to me: 18%

None of the above: 4%

Types of innovation adaptation

Early majority: 41%

Latecomers: 32%

Early adopters: 14%

Late majority: 10%

Innovators: 2%

Food attitudes

I actively try to eat healthily: 61%

When grocery shopping, I usually look for low prices and special offers: 43%

I try to avoid plastic packaging when I buy food: 40%

I try to eat less meat: 39%

I avoid artificial flavorings and preservatives: 38%

Food must be convenient and fast: 25%

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

I don't like cooking: 13%

I can't afford to eat healthy: 11%

None of the above: 5%

Internet settings

I really appreciate having mobile internet access everywhere: 60%

Mobile phone reception is good in the area where I live: 53%

I am well-informed about cybersecurity: 34%

I am worried that my data will be misused on the Internet: 32%

None of the above: 8%

Attitudes towards digital media

Best picture and sound quality is important to me: 49%

I enjoy watching movies and TV shows on my smartphone: 42%

I prefer to subscribe to a bundle of streaming services: 41%

I prefer platforms with personalized recommendations: 37%

It's too expensive to be able to afford all the streaming services I want: 34%

I usually subscribe to streaming services for short-term use and then cancel them: 21%

None of the above: 7%

Attitudes towards services

I like to use AI tools (e.g., ChatGPT) to complete everyday tasks: 39%

I am happy to pay for services that make my life easier and more convenient: 37%

I tend to book services online: 33%

I prefer services that involve personal contact: 26%

None of the above: 24%

I often get annoyed by unexpected booking fees: 16%

I often get frustrated that AI systems don't understand my queries: 15%

Attitudes towards health care

I would like to do more for my health: 62%

I undergo regular medical examinations: 59%

Patients have to pay too much for medications and medical treatments: 39%

I can imagine getting a prescription for cannabis for medical reasons: 35%

I have little confidence in the safety of vaccines: 21%

I prefer alternative healing methods to classical medicine: 17%

None of the above: 4%

Attitudes to travel

I like being in nature when I travel: 56

When I'm on vacation, I use my smartphone as a travel guide: 52%

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

Before I book a trip, I check to see how safe the destination is: 42%

I book travel services on the fly using my smartphone: 30%

I'm always on the lookout for the best travel deals: 27%

I can imagine planning my trips entirely using AI tools (e.g., ChatGPT): 27%

Sustainable travel is important to me: 22%

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

None of the above: 3%

Attitudes towards personal finances

I am fully aware of my financial situation: 60%

I could imagine handling all financial matters exclusively online: 41%

I am worried about my financial future: 30%

I have donated to charity in the past 12 months: 27%

I am willing to cover the account maintenance and transaction fees: 23%

I could save a lot of money if I followed the advice of a financial expert: 19%

I would like to see more payment options using cryptocurrencies: 16%

None of the above: 9%

Own assessment of the personal economic situation

Positive: 42%

Neither positive nor negative: 32%

Very positive: 13%

Negative: 10%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

I rely on a car: 62%

I am a car enthusiast: 45%

Public transport in my region is good: 36%

I can imagine using a self-driving car: 32%

I try to choose more environmentally friendly modes of transportation: 31%

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

There are not enough parking spaces in my neighborhood: 24%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 23

I spend too much time commuting: 21%

None of the above: 2%

Settings for consumer electronics

When buying electronic devices, I pay particular attention to energy efficiency: 51%

I want the best audio and movie experience on all my devices: 49%

I would like to control my home by smartphone or voice: 41%

I buy new electronics, even if my old model still works: 40%

Electronics are a status symbol for me: 27%

For me, electronics are a status symbol (e.g., a smartphone): 27%

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 am well informed about my personal insurance contracts: 47%

I trust my insurance company to take care of my claims: 42%

I could see myself managing my insurance entirely online: 34%

I am willing to share my behavioral data with insurance companies in order to get lower rates: 24%

I would benefit from consulting with an insurance expert: 23%

I'm worried that I might not be adequately insured: 12%

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%

Online ads often annoy me: 43%

I have bought products because celebrities or influencers have advertised them: 37

I don't mind if companies use my data for advertising purposes: 26%

I use ad blockers online: 20%

I often find it hard to tell the difference between advertising and content: 7%

None of the above: 4%

Digital advertising touchpoints

Social media: 60%

Search engines: 45%

Online stores: 43%

Video platforms: 37%

Music streaming platforms: 28%

Brand websites: 27%

Newsletter: 24%

Online magazines/newspapers: 24%

Video games: 23%

Podcasts: 22%

Blogs / Forums: 12%

I have not come across any digital advertising: 6%

I don't know: 3%

Other(s): 2%

Non-digital advertising touchpoints

Directly in the store: 42%

On television: 42%

On the radio: 39%

Direct mail / advertising mail: 38%

In printed daily newspapers: 27%

In printed magazines: 26%

At the cinema/movie theater: 19%

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)

Books (Print): 30%

Daily newspapers (print): 26%

Magazines (print): 26%

eBooks: 24%

Podcasts: 23%

None of the above: 23%

Weekly newspaper (print): 21%

Use of publishing media (last 12 months)

Podcasts: 54%

Daily newspapers (print): 38%

Books (Print): 37%

eBooks: 30%

Magazines (print): 30%

Weekly newspaper (print): 29%

None of the above: 7%

TV usage by duration (per week)

1 up to 5 hours: 25%

6 up to 10 hours: 23%

11 up to 15 hours: 18%

I do not use this media service: 13%

16 up to 20 hours: 9%

More than 20 hours: 7%

Less than one hour: 5%

I don't know: 0%

Preferences for films and series by genre

Comedies: 60%

Documentaries: 52%

Horror: 41%

Dramas: 37%

Sport: 37%

Reality TV: 23%

Soap operas + telenovas: 10%

Other(s): 2%

I don't know: 0%

TV/video streaming usage by brand

Netflix: 76%

Amazon Prime Video: 75%

Disney+: 50%

YouTube Premium: 23%

Joyn: 20%

Apple TV+: 19%

DAZN: 18%

Sky: 18%

MagentaTV: 16%

Amazon Freevee: 15%

WOW: 12%

Vodafone: 11%

1&1: 9%

Google Play Store: 9%

iTunes: 7%

PlayStation Video: 6%

Pluto TV: 5%

Rakuten TV: 5%

Microsoft Store: 4%

None of the above: 3%

Tubi: 1%

Use of social media by brand

YouTube: 67%

Instagram: 67%

Facebook: 64%

TikTok: 42%

LinkedIn: 26%

Pinterest: 25%

X (Twitter): 22%

Snapchat: 18%

Reddit: 13%

Twitch: 13%

XING: 9%

I use social media irregularly: 3%

BeReal.: 3%

WeChat: 3%

Tumblr: 3%

Quora: 3%

Yodel: 3%

Flickr: 3%

Other(s): 2%

Clubhouse: 2%

Activities in the social media

Private messages sent: 59%

Posts liked or followed by other users: 47%

Commented on posts: 42%

Images / videos / texts / status updates posted: 34%

Posts from influencers/content creators liked or followed: 32%

Posts shared by other users: 30%

Posts from companies liked or followed companies: 29%

Posts shared by influencers / content creators: 17%

Company posts shared: 16%

I have only used social media passively: 12%

Other(s): 4%

I have not used social media: 4%

User typology of social media

Communicator: 70%

Followers: 63%

Multiplier: 43%

Content Poster: 34%

Passive user: 12%

Other(s): 4%

Non-users: 4%

Products/topics talked about online

Vacation & Travel: 34%

Sport: 32%

Movies & series: 32%

Music: 30%

Food & drink: 30%

Computers, smartphones & technology: 27%

Politics: 24%

Family & children: 24%

Games / Video games: 23%

Beauty & body care: 22%

Health & Medicine: 22%

Fashion: 22%

Social issues: 21%

Budget: 20%

None of the above: 18%

Cars & motorcycles: 16%

Books: 16%

Celebrities: 13%

Art & Culture: 13%

Search engine usage by brand

Google: 88%

ChatGPT: 69%

Google Gemini: 38%

Microsoft Copilot: 20%

Bing: 15%

deepseek: 13%

DuckDuckGo: 13%

Yahoo!: 12%

Perplexity: 10%

Ecosia: 8%

Ask.com: 7%

AOL: 6%

Baidu: 5%

search.com: 5%

Yandex: 4%

WebCrawler: 3%

I do not use search engines: 1%

Use of AI

Online research: 54%

Health & Fitness: 35%

Education + Learning: 33%

Research for Purchasing: 30%

Technical Support: 29%

Messaging and communication (e.g., emails, text messages, translations): 28%

Travel planning: 26%

DIY + Hobbies: 24%

Nutrition & Meal Planning: 24%

Planning + Time Management (e.g., to-do lists, scheduling): 22%

Creative design (e.g., art / visual / video production): 22%

Finance + Taxes (e.g., expenses, investments): 22%

Legal or administrative support: 19%

Assistance with home repairs and maintenance: 17%

Childcare or family support: 15%

Psychological support: 13%

Society: 8%

I do not actively use AI tools: 7%

Other(s): 3%

Preferred media formats

Short videos / Reels: 61%

Text: 50%

Audio: 48%

Long videos: 41%

Images / Infographics: 34%

Other(s): 3%

I don't know: 3%

Internet access by type

Landline Internet connection (e.g., DSL, cable, fiber optic): 77%

Mobile data connection (e.g., 4G, 5G, smartphone hotspot): 13%

Satellite Internet: 7%

I don't know: 2%

Other(s): 1%

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

Internet usage by provider/brand

Telekom: 30%

Vodafone: 25%

1&1: 15%

O2: 10%

Other(s): 7%

Pyur: 2%

Unitymedia: 2%

Congstar: 1%

EWE: 1%

Starlink: 1%

I don't know: 0%

Website and online service usage by type

Social media: 77%

Online stores: 75%

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

Video platforms: 49%

News platforms: 45%

Company websites: 39%

Newsletter: 37%

Blogs: 18%

None of the above: 2%

Online payments by type

Credit card: 46%

By invoice: 45%

Direct debit: 35%

Debit card: 34%

Prepaid cards / vouchers: 24%

Payment on delivery: 9%

Other(s): 1%

Purchasing settings

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

It's very important to me to dress well: 54%

I shop at local stores to support businesses in my community: 52%

I like to go shopping just for fun: 47%

I tend to make impulse purchases in stores: 45%

I prefer to shop in stores rather than online: 34%

I always store in the same stores: 29%

I often buy clothes that I never wear: 10

None of the above: 9%

Online shopping settings

Before making a major purchase, I first look it up online: 68%

Customer reviews on the Internet are very helpful: 62%

I want to see and touch the items before buying them: 35%

I look forward to using AR/VR while shopping (e.g., virtual try-on): 26%

I would like to receive my purchases on the same day: 21%

None of the above: 1%

Online shopping by store

Amazon: 86%

eBay: 39%

Zalando: 34%

Temu: 30%

Otto: 30%

H&M: 28%

MediaMarkt: 28%

IKEA: 25%

Shop Pharmacy: 23%

Lidl: 21%

Kaufland: 20%

About You: 19%

AliExpress: 18%

SHEIN: 17%

Apple: 15%

Bonprix: 14%

Saturn: 10%

Other(s): 10%

I have never bought anything online: 1%

High brand awareness by category

Smartphones: 61

Shoes: 46%

PCs and laptops: 45%

Clothing: 42%

TV + Hi-Fi: 41%

Cars, motorcycles, bicycles: 40%

Household appliances: 37%

Cosmetics + body care: 31%

Sports + outdoor products: 27%

Detergents & cleaning agents,: 25%

Alcoholic beverages: 24%

Food + non-alcoholic drinks: 24

Pet supplies: 22%

Furniture + household goods: 19%

Toys + baby products: 19%

Bags + luggage: 18%

DIY + garden products: 16%

Accessories: 16

Stationery + hobby supplies: 13%

None of the above: 8%

Sources of inspiration for new products

Social media: 56%

Friends and acquaintances: 55%

Online stores: 54%

Search engines (such as Google): 50%

In-store: 48%

Price comparison websites: 32%

Brand websites: 31%

Customer ratings: 28%

Influencer / Content Creator: 27

AI tools (e.g., ChatGPT): 26%

Video platforms: 24%

Coupon and deal platforms: 20%

Magazines / Newspapers (Print): 19%

Online magazines/newspapers: 18%

Online forums: 17%

Podcasts: 16%

Celebrities: 12%

Blogs: 10%

Q&A platforms: 6%

None of the above: 2%

Information sources for product research

Online stores: 44%

Customer ratings: 32%

Friends and acquaintances: 32%

Online forums: 21%

None of the above: 2%

Interest in product categories

Clothing: 68%

Shoes: 64%

Books, movies, music & games: 57%

Drugstore + health products: 52%

Cars: 48%

Sports + outdoor products: 48%

Cosmetics + body care: 47%

Furniture + household goods: 42%

Household appliances: 41%

Pet supplies: 38%

DIY + garden products: 38%

Detergents & cleaning agents,: 37%

Stationery + hobby supplies: 31%

Bicycles: 27%

Toys + baby products: 26%

Motorcycles: 18%

None of the above: 1%

Purchase criteria for clothing

Quality: 76%

Comfort: 59%

Shelf life: 53%

Material: 53%

Brand: 37%

Low price: 30%

Animal welfare: 18%

Fair Trade: 14%

Country of manufacture: 12%

Resource-saving production: 11%

Other(s): 1%

I don't know: 1%

Food consumed regularly

Fruit or vegetables: 81%

Bread and bakery products: 75%

Eggs: 75%

Potatoes: 72%

Pasta: 70%

Meat or sausage products: 65%

Rice: 64%

Sweets or chocolate: 52%

Frozen food: 45%

Snacks or potato chips: 43%

Fish or seafood: 43%

Jam or chocolate spread: 43%

Breakfast cereals: 37%

Ice cream: 32%

Ready meals: 27%

Meat substitute products (e.g. vegan sausages and plant-based burger patties): 24%

Milk substitutes (e.g. almond milk and oat yogurt): 23%

None of the above: 0%

Grocery shopping by private label

Aldi: 62%

Edeka: 60%

Lidl: 57%

Rewe: 56%

Kaufland: 43%

Penny: 28%

NET: 23%

Netto – Brand Discount: 20%

Alnatura: 13%

Norma: 11%

denns organic market: 10%

MARKET PURCHASE: 9%

famila: 8%

BIO COMPANY: 7%

tegut: 6%

Other(s): 4%

I do not buy any food or everyday products: 0%

Smartphone by brand

Apple: 40%

Samsung: 37%

Xiaomi/Mi: 9%

Google: 6%

Huawei: 2%

Motorola: 2%

Sony: 1%

Other(s): 1%

No answer: 1%

HTC: 0%

Nokia: 0%

OnePlus: 0%

OPPO: 0%

Realme: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Savings accounts: 57%

Insurance with investment elements (e.g. life insurance): 34%

Loans: 32%

Real estate: 32%

Cryptocurrencies (e.g. Bitcoin): 27%

Precious metals (e.g. gold): 23%

Mortgages: 18%

I don't know: 2%

Persona Source Reference Block
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