Test - Buyer Persona - Update 2 2025 [Target group matrix]

DIV COLUMN (left)

Name

Name (male): Jan, Daniel, Florian, Christian, Philipp

Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age

30 - 49 years: 49%

50 - 64 years: 38%

18 - 29 years: 13%

Gender

Male: 100%

Female: 0%

Marital status

Married: 50%

Single / unmarried: 25%

In a relationship: 18%

Divorced / widowed: 6%

I'd rather not say: 0%

State

North Rhine-Westphalia: 22%

Baden-Württemberg: 16%

Bavaria: 16%

Lower Saxony: 8%

Berlin: 7%

Hesse: 7%

Saxony: 5%

Rhineland-Palatinate: 4%

Brandenburg: 3%

Hamburg: 3%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Thuringia: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 26%

5.000 up to 20.000 Inhabitants: 19%

100.000 up to 500.000 Inhabitants: 18%

Under 5.000 Inhabitants: 14%

1.000.000 up to 5.000.000 Inhabitants: 12%

500.000 up to 1.000.000 Inhabitants: 11%

I don't know: 0%

Household size

2 Persons: 28%

1 Person: 24%

3 Persons: 22%

4 Persons: 20%

5 or more persons: 5%

Current accommodation

I live in a rented apartment: 46%

I live in my own home: 37%

I live in my own home: 10%

I live in a rented house: 7%

Pets in the household

I have no pets: 40%

Cat: 35%

Dog: 32%

Fish: 7%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 5%

Bird (e.g. budgerigar, parrot): 4%

Reptile (e.g. lizard, snake, turtle): 2%

Other(s): 1%

Annual household income

69 600 € to 91 200 €: 19%

36 000 € to 50 400 €: 18%

50 400 € to 69 600 €: 17%

91 200 € to 117 600 €: 10%

26 400 € to 36 000 €: 8%

I'd rather not say that: 7%

117 600 € to 148 800 €: 6%

148 800 € and more: 6%

21 600 € to 26 400 €: 4%

Less than 18.000 euros: 3%

18 000 € to 21 600 €: 2%

Effects of economic circumstances

My cost of living has risen noticeably: 60%

I have tried to spend less money: 54%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 32%

My financial situation has deteriorated: 30%

I have experienced anxiety and feelings of stress: 25%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 19%

I had to use up my household savings to cover my expenses: 17%

None of the above: 12%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 7%

I have lost my job in the last 12 months: 5%

Education level

Vocational training (journeyman / master craftsman): 32%

Master's degree or equivalent: 24%

Bachelor's degree or equivalent: 17%

University entrance qualification / Abitur: 14%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 10%

Doctoral degree or comparable: 3%

No formal education: 0%

Elementary school: 0%

Number of sick days (last year)

0 Days: 22%

6-10 Days: 18%

4-5 Days: 14%

2-3 Days: 13%

11-20 Days: 12%

More than 20 days: 11%

No answer: 9%

1 Day: 3%

I do not work / do not go to school or university: 0%

State of health

I have no physical limitations or chronic illnesses: 42%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 18%

Mental illnesses (e.g. burnout, depression, anxiety): 16%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 12%

Diabetes: 9%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 9%

Other(s): 9%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 8%

Blindness or visual impairment: 5%

Deafness or hearing loss: 4%

I'd rather not say: 2%

Behavior in the healthcare sector

Consulted a family doctor: 67%

Consulted a specialist: 54%

Underwent a medical examination: 46%

None of the above: 13%

Was treated as an outpatient in a hospital: 11%

Was in inpatient treatment in a hospital: 9%

Has undergone surgery: 9%

Consulted an alternative doctor: 7%

Diets and nutrition

I do not follow any dietary rules: 57%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 20%

Lactose-free: 11%

Low-carb / no-carb: 9%

Gluten-free (i.e. no wheat products): 7%

Other(s): 5%

Vegetarians (do not eat meat or fish): 4%

Pescetarian (eats fish but no meat): 2%

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

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 63

Outdoor activities: 55%

Video games: 45%

Travel: 45%

Cooking/baking: 38

Read: 37%

Gardening and plants: 35%

DIY, arts & crafts: 32%

Pets: 28%

Shopping: 28

Cars & Vehicles: 25

Board games / card games: 23

Photography: 20%

Making music: 17%

Meditation / Wellness: 13%

Writing: 10%

Other(s): 5%

I don't know: 0%

Important aspects of life

A happy relationship: 55%

Leading an honest and respectable life: 44%

Security: 37%

Making my own decisions: 36%

Enjoy life: 32%

New learning: 26%

Social justice: 24%

Be successful: 23%

Advance in my career: 12%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 54%

I like to try out innovative products: 47%

I only buy new technologies if they have been tried and tested in practice: 43%

The products I buy must meet the highest standards: 26%

In my circle of friends, I'm usually the first to try out a new technology: 25

Always having the latest technology is important to me: 20%

None of the above: 1%

Types of innovation adaptation

Early majority: 37%

Latecomers: 30%

Early adopters: 18%

Late majority: 10%

Innovators: 4%

Food attitudes

I actively try to eat healthily: 58%

I avoid artificial flavorings and preservatives: 43%

I try to eat less meat: 40%

I try to avoid plastic packaging when I buy food: 39%

Food must be convenient and fast: 23%

I am open to eating meat that has been bred in a laboratory (cultured meat): 21%

I don't like cooking: 14%

I can't afford to eat healthily: 11%

None of the above: 5%

Internet settings

It is important for me to have mobile Internet access wherever I am: 63%

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

I actively do something to protect my data: 57%

I am well informed about the topic of cyber security: 56%

I use AI applications (e.g. ChatGPT) in my daily life: 40%

I am worried that my data will be misused on the Internet: 36%

None of the above: 6%

Attitudes towards digital media

Best picture and sound quality is important to me: 51%

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

I like watching movies and series on my smartphone: 35%

I prefer to subscribe to a bundle of streaming services: 35%

I prefer platforms that give personalized recommendations: 32%

I usually subscribe to streaming services for specific content or short-term needs and then cancel them: 25%

None of the above: 18%

Attitudes towards services

I am happy to pay for services that make my life easier and more convenient: 42%

I like to organize my life with my smartphone: 42%

I tend to book services online: 33%

I prefer services with personal contact: 28%

I am often frustrated by unexpected additional charges at the end of a service booking: 14

I am often dissatisfied with services: 14%

None of the above: 13%

Attitudes towards health care

I actively do something to stay healthy: 67%

I undergo regular medical examinations: 57%

I would like to do more for my health: 56%

I can imagine getting a prescription for cannabis for medical reasons: 42%

I have little confidence in the safety of vaccinations: 24%

I like to consult doctors via an app or online chat: 22

I prefer alternative healing methods to classical medicine: 15%

None of the above: 3%

Satisfaction with personal health

Satisfied: 54%

Neither satisfied nor dissatisfied: 20%

Very satisfied: 14%

Dissatisfied: 11%

Very dissatisfied: 1%

I'd rather not say that: 0%

Attitudes to travel

I like being in nature when I travel: 61

When I travel, I use my smartphone as a travel guide: 54%

I want to experience something unique when I travel: 46%

When traveling, I always make sure to take the cheapest offer: 32%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 28

Sustainable travel is important to me: 27%

I can't afford a vacation this year: 22

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 66%

I could imagine handling all financial matters exclusively online: 53%

I could imagine managing all my financial matters exclusively via smartphone: 40%

New financial topics, such as crypto and NFTs, fascinate me: 39

I have donated money to charity in the last 12 months: 33

I am worried about my financial future: 26%

If the service is good, I am happy to pay for account management and transactions: 24

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 15%

None of the above: 3%

Own assessment of the personal economic situation

Positive: 41%

Neither positive nor negative: 33%

Negative: 12%

Very positive: 11%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

I am a car enthusiast: 50%

Public transport in my region is good: 41%

The electric infrastructure prevents me from buying an electric car: 37

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 30

I spend too much time commuting: 27%

There are not enough parking spaces in my neighborhood: 26%

None of the above: 5%

Settings for consumer electronics

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 56%

I want the best audio and movie experience on all my devices: 51%

I buy new electronics, even if my old model still works: 48%

I couldn't live without my smartphone: 48%

I would like to control my home by smartphone or voice: 44%

Electronics are a status symbol for me: 27%

I have not been able to buy any new electronic devices in the last 12 months because of a shortage of stock (e.g. laptop)..: 10%

None of the above: 6%

Settings for insurances

I am well informed about my personal insurance contracts: 51%

I could imagine managing my insurance exclusively online: 47%

I trust my insurance company to take care of my claims: 43%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 21%

I'm worried that I haven't taken out the right insurance: 16%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 15%

None of the above: 5%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 50

I am often annoyed by advertising on the Internet: 44

I use ad blockers when surfing the Internet: 39

I have bought products because celebrities or influencers have advertised them: 26

I often have difficulty distinguishing between advertising and content: 6

None of the above: 6%

Digital advertising touchpoints

Search engines: 57%

Social media: 54%

Online stores: 49%

Video platforms: 47%

Brand websites: 35%

Newsletter: 30%

Online magazines/newspapers: 29%

Music streaming platforms: 28%

Video games: 27%

Podcasts: 20%

Blogs / Forums: 15%

Other(s): 5%

I have not come across any digital advertising: 4%

I don't know: 2%

Non-digital advertising touchpoints

On television: 48%

Direct mail / advertising mail: 47%

Directly in the store: 45%

On the radio: 41%

In printed daily newspapers: 31%

In printed magazines: 31%

At the cinema/movie theater: 17%

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

Other(s): 4%

I don't know: 3%

Purchases of publishing media (last 12 months)

Books (Print): 30%

None of the above: 27%

Daily newspapers (print): 25%

Magazines (print): 23%

Podcasts: 22%

eBooks: 19%

Weekly newspaper (print): 13%

Use of publishing media (last 12 months)

Podcasts: 46%

Books (Print): 38%

eBooks: 31%

Daily newspapers (print): 30%

Magazines (print): 30%

Weekly newspaper (print): 25%

None of the above: 4%

TV usage by duration (per week)

6 up to 10 hours: 23%

1 up to 5 hours: 19%

I do not use this media service: 19%

11 up to 15 hours: 17%

More than 20 hours: 9%

Less than one hour: 7%

16 up to 20 hours: 6%

I don't know: 0%

Preferences for films and series by genre

Documentaries: 65%

Comedies: 63%

Sport: 47%

Horror: 37%

Dramas: 31%

Reality TV: 14%

Other(s): 9%

Soap operas + telenovas: 6%

I don't know: 0%

TV/video streaming usage by brand

Netflix: 73%

Amazon Prime Video: 70%

Disney+: 44%

MagentaTV: 23%

YouTube Premium: 22%

Amazon Freevee: 20%

Joyn: 15%

Apple TV+: 14%

Sky: 11%

DAZN: 10%

WOW: 10%

Google Play Store: 7%

Pluto TV: 7%

Vodafone: 7%

1&1: 5%

PlayStation Video: 5%

None of the above: 4%

Microsoft Store: 4%

iTunes: 4%

Rakuten TV: 3%

Tubi: 0%

Use of social media by brand

YouTube: 77%

Facebook: 60%

Instagram: 57%

TikTok: 37%

LinkedIn: 30%

X (Twitter): 29%

Twitch: 20%

Pinterest: 18%

Reddit: 17%

Snapchat: 16%

XING: 15%

Other(s): 5%

I use social media irregularly: 4%

Tumblr: 3%

WeChat: 3%

Quora: 3%

BeReal.: 3%

Yodel: 2%

Flickr: 2%

Clubhouse: 1%

Activities in the social media

Private messages sent: 60%

Posts liked or followed by other users: 44%

Commented on posts: 43%

Images / videos / texts / status updates posted: 33%

Posts shared by other users: 29%

Posts from companies liked or followed companies: 26%

Posts from influencers/content creators liked or followed: 25%

I have only used social media passively: 15%

Posts shared by influencers / content creators: 14%

Company posts shared: 13%

I have not used social media: 6%

Other(s): 5%

User typology of social media

Communicator: 69%

Followers: 57%

Multiplier: 39%

Content Poster: 33%

Passive user: 15%

Non-users: 6%

Other(s): 5%

Products/topics talked about online

Computers, smartphones & technology: 42%

Movies & series: 34%

Politics: 32%

Games / Video games: 32%

Sport: 30%

Music: 28%

Vacation & Travel: 27%

Social issues: 27%

None of the above: 24%

Food & drink: 22%

Cars & motorcycles: 20%

Family & children: 16%

Health & Medicine: 15%

Fashion: 14%

Budget: 13%

Art & Culture: 13%

Books: 12%

Celebrities: 11%

Beauty & body care: 8%

Preferences for podcast content by genre

News & Politics: 46%

Business and economy: 45%

Science & Technology: 44%

Comedy: 40%

History: 34%

Health & Fitness: 32%

Advice & self-help: 29%

Music: 27%

Society & Culture: 26%

Cars & Vehicles: 25

Sport: 24%

Gaming & e-sports: 22%

Crime & Law: 22%

Love & relationships: 13%

Family & education: 13%

Religion & Philosophy: 8%

VIPs & celebrities: 4%

Other(s): 4%

I don't know: 0%

Search engine usage by brand

Google: 96%

Bing: 31%

DuckDuckGo: 18%

Yahoo!: 17%

Ecosia: 9%

Yandex: 5%

AOL: 4%

Ask.com: 4%

search.com: 4%

Other(s): 4%

Baidu: 2%

WebCrawler: 1%

I do not use search engines: 0%

Preferred media formats

No data found...

No data found...

Internet access by type

Broadband (DSL, cable, ...): 73%

UMTS / GPRS / LTE router: 11%

Mobile connection via smartphone / tablet: 9%

the landlord's/neighbor's wireless connection: 5%

Other connection technologies: 1%

Satellite access: 1%

I don't know: 1%

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

Internet usage by provider/brand

Vodafone: 32%

Telekom: 27%

1&1: 15%

O2: 8%

Other(s): 6%

Pyur: 3%

Congstar: 2%

EWE: 2%

Starlink: 1%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 80%

Video platforms: 69%

Social media: 67%

News platforms: 58%

Corporate websites: 53%

Newsletter: 43%

Blogs: 18%

None of the above: 3%

Online payments by type

Credit card: 55%

Direct debit: 49%

By invoice: 47%

Debit card: 43%

Prepaid cards / vouchers: 29%

Payment on delivery: 9%

Other(s): 2%

Use of mobile payments by situation

I have never paid with my mobile device: 71%

For everyday shopping (e.g. groceries): 24%

For food and drinks in restaurants: 22%

For food and drinks in bars and cafés: 19%

For smaller purchases (e.g. decorative items): 16%

For public transport tickets: 14%

For travel bookings: 13%

For admission tickets: 11%

For larger purchases (e.g. washing machine): 8%

Other(s): 2%

I don't know: 0%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 70%

When shopping, I look out for special offers: 67%

I tend to make impulse purchases when I go shopping: 47%

I always store in the same stores: 29%

I don't buy fast fashion (mass-produced cheap clothing): 25%

I often buy clothes that I never wear: 7

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 71%

Customer reviews on the Internet are very helpful: 57%

I would like to see and touch an item before I buy it: 35

I am enthusiastic about using augmented and virtual reality when shopping: 27

When I buy an item, I want to have it in my hands on the same day: 21%

None of the above: 6%

Online shopping by store

Amazon: 88%

eBay: 47%

MediaMarkt: 32%

Zalando: 29%

Otto: 28%

IKEA: 24%

Temu: 22%

About You: 17%

Other(s): 17%

Lidl: 17%

H+M: 16%

Saturn: 16%

AliExpress: 15%

Store pharmacy: 14%

Kaufland: 13%

Apple: 12%

SHEIN: 9%

Bonprix: 9%

I have never bought anything online: 2%

High brand awareness by category

Smartphones: 70

PCs and laptops: 61%

Cars, motorcycles, bicycles: 51%

Shoes: 45%

Clothing: 44%

Household appliances: 43%

Sports + outdoor products: 33%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 28

Cosmetics + body care: 26%

Food + non-alcoholic drinks: 26

DIY + garden products: 24%

Detergents & cleaning agents,: 23%

Furniture + household goods: 20%

Pet supplies: 19%

Accessories: 17

Bags + luggage: 16%

Stationery + hobby supplies: 16%

Toys + baby products: 16%

None of the above: 9%

Sources of inspiration for new products

Search engines (such as Google): 66%

Online stores: 61%

Friends and acquaintances: 53%

In the store: 47%

Customer ratings: 33%

Online forums: 23%

Influencer / Content Creator: 19

Celebrities: 13%

Podcasts: 12%

Blogs: 9%

None of the above: 1%

Information sources for product research

Online stores: 50%

Customer ratings: 39%

In the store: 34%

Friends and acquaintances: 32%

Online forums: 22%

None of the above: 1%

Interest in product categories

Cars: 60%

Clothing: 60%

Books, movies, music & games: 58%

Shoes: 56%

Sports + outdoor products: 49%

Household appliances: 47%

DIY + garden products: 46%

Furniture + household goods: 38%

Drugstore + health products: 38%

Bicycles: 36%

Cosmetics + body care: 32%

Stationery + hobby supplies: 30%

Detergents & cleaning agents,: 28%

Pet supplies: 27%

Motorcycles: 22%

Toys + baby products: 19%

None of the above: 2%

Offline purchases by type

Drugstore / Perfumery: 66%

Clothes / shoe store: 65%

Pharmacy: 61%

DIY / garden market: 55%

Electronics store: 51%

Department store: 44%

Sports store: 42%

Furniture store: 38%

Furnishing and decoration store: 21%

Wholesale: 18%

Jewelry store / jeweler: 15%

None of the above: 4%

Purchase criteria for clothing

Quality: 77%

Comfort: 67%

Appearance / Style: 63%

Durability: 63%

Material: 55%

Brand: 34%

Low price: 28%

No use of environmentally harmful raw materials: 21%

Fair Trade: 15%

Animal welfare: 13%

Resource-saving production: 13%

Country of manufacture: 12%

Other(s): 2%

I don't know: 0%

Food consumed regularly

Fruit or vegetables: 82%

Bread and bakery products: 80%

Dairy products (milk, yogurt, cheese, etc.): 76%

Eggs: 76%

Meat or sausage products: 75%

Potatoes: 74%

Pasta: 71%

Rice: 66%

Sweets or chocolate: 59%

Fish or seafood: 51%

Snacks or potato potato chips: 49%

Jam or chocolate spread: 48%

Frozen food: 42%

Ice cream: 42%

Breakfast cereals: 38%

Ready meals: 30%

Meat substitute products (e.g. vegan sausages and plant-based burger patties): 21%

Milk substitutes (e.g. almond milk and oat yogurt): 18%

None of the above: 0%

Regularly consumed drinks

Coffee: 78%

Bottled water: 66%

Juice: 59%

Beer: 54%

Soft drinks (e.g. cola, lemonade, iced tea) : 54%

Tea: 53%

Energy drinks: 31%

Non-alcoholic beer: 26%

Spirits: 22%

Sparkling wine: 13%

Non-alcoholic wine: 8%

Non-alcoholic sparkling wine: 7%

Hard seltzer (carbonated water with alcohol): 6%

Wine: 6%

None of the above: 0%

Grocery shopping by private label

Aldi: 64%

Edeka: 63%

Lidl: 61%

Rewe: 54%

Kaufland: 48%

NET: 28%

Penny: 27%

Netto - brand discount: 24%

MARKET PURCHASE: 13%

Norma: 13%

denns organic market: 8%

Alnatura: 7%

tegut: 6%

famila: 5%

BIO COMPANY: 5%

Other(s): 5%

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

Smartphone by brand

Samsung: 40%

Apple: 28%

Xiaomi/Mi: 11%

Google: 4%

Huawei: 4%

Other(s): 3%

Motorola: 2%

OPPO: 2%

Nokia: 1%

OnePlus: 1%

Sony: 1%

ZTE: 1%

HTC: 0%

Realme: 0%

I don't know: 0%

Use of financial products

Cryptocurrencies (e.g. Bitcoin): 35%

Loans: 31%

Real estate: 30%

Insurance with investment elements (e.g. life insurance): 29%

Precious metals (e.g. gold): 19%

Mortgages: 15%

I don't know: 0%

Persona Source Reference Block
Source references disabled