Test – Buyer Persona – Update 4 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: 59%

50 - 64 years: 27%

18 - 29 years: 14%

Gender

Male: 100%

Female: 0%

Marital status

Married: 56%

Single / unmarried: 24%

In a relationship: 14%

Divorced / widowed: 5%

I'd rather not say: 1%

State

North Rhine-Westphalia: 20%

Bavaria: 18%

Baden-Württemberg: 13%

Berlin: 9%

Hesse: 9%

Hamburg: 6%

Lower Saxony: 6%

Saxony: 4%

Rhineland-Palatinate: 3%

Thuringia: 3%

Brandenburg: 2%

Saarland: 2%

Saxony-Anhalt: 2%

Schleswig-Holstein: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

100.000 up to 500.000 Inhabitants: 17%

1.000.000 up to 5.000.000 Inhabitants: 17%

5.000 up to 20.000 Inhabitants: 16%

500.000 up to 1.000.000 Inhabitants: 15%

Under 5.000 Inhabitants: 9%

I don't know: 1%

Household size

4 Persons: 27%

3 Persons: 25%

1 Person: 22%

2 Persons: 22%

5 or more persons: 4%

Current accommodation

I live in a rented apartment: 42%

I live in my own home: 40%

I live in my own home: 11%

I live in a rented house: 7%

Pets in the household

Dog: 41%

Cat: 38%

I have no pets: 35%

Fish: 7%

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

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 3%

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

Other(s): 1%

Annual household income

50 400 € to 69 600 €: 18%

69 600 € to 91 200 €: 18%

36 000 € to 50 400 €: 16%

91 200 € to 117 600 €: 12%

117 600 € to 148 800 €: 9%

€148,800 and above: 8%

I'd rather not say that: 6%

26 400 € to 36 000 €: 5%

Less than 18.000 euros: 3%

21 600 € to 26 400 €: 2%

18 000 € to 21 600 €: 1%

Effects of economic circumstances

My cost of living has risen noticeably: 49%

I have tried to spend less money: 44%

I have experienced anxiety and feelings of stress: 25%

My financial situation has deteriorated: 23%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 23%

None of the above: 17%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 16%

I had to use up my household savings to cover my expenses: 14%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 6%

I have lost my job in the last 12 months: 3%

Education level

Master's degree or equivalent qualification: 42%

Bachelor's degree or equivalent: 33%

Vocational training (journeyman / master craftsman): 24%

No formal education: 0%

Elementary school: 0%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0%

University entrance qualification / Abitur: 0%

Doctoral degree or comparable: 0%

Number of sick days (last year)

0 Days: 23%

4-5 Days: 22%

2-3 Days: 20%

6-10 Days: 16%

11-20 Days: 11%

1 Day: 6%

More than 20 days: 3%

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

No answer: 0%

State of health

I have no physical limitations or chronic illnesses: 46%

Mental illnesses (e.g. burnout, depression, anxiety): 14%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 13%

Other(s): 10%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 9%

Diabetes: 9%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 8%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 6%

I'd rather not say: 5%

Blindness or visual impairment: 4%

Deafness or hearing loss: 3%

Behavior in the healthcare sector

Consulted a family doctor: 59%

Consulted a specialist: 51%

Underwent a medical examination: 47%

Consulted an alternative doctor: 13%

None of the above: 13%

Was treated as an outpatient in a hospital: 10%

Was treated as an inpatient in a hospital: 8%

Has undergone surgery: 8%

Diets and nutrition

I do not follow any dietary rules: 57%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 22%

Lactose-free: 11%

Low-carb / no-carb: 10%

Gluten-free (i.e. no wheat products): 6%

Vegetarians (do not eat meat or fish): 5%

Other(s): 4%

Pescetarian (eats fish but no meat): 2%

Vegans (no meat, fish or other animal products, e.g. eggs and dairy products): 1%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 62

Outdoor activities: 48%

Video games: 47%

Travel: 42%

Read: 32%

Cooking/baking: 31

Cars & Vehicles: 28

Pets: 27%

Gardening and plants: 25%

Shopping: 24

DIY, arts & crafts: 21%

Photography: 18%

Board games / card games: 18

Making music: 14%

Meditation / Wellness: 13%

Writing: 10%

Other(s): 3%

I don't know: 0%

Important aspects of life

A happy relationship: 50%

Leading an honest and respectable life: 41%

Security: 38%

Enjoy life: 37%

Making my own decisions: 31%

Be successful: 28%

New learning: 26%

Social justice: 23%

Advance in my career: 15%

Traditions: 11%

Attitude towards innovation

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

I like to try out innovative products: 45%

I only buy new technologies if they have been tried and tested in practice: 38%

In my circle of friends, I'm usually the first to try out a new technology: 28

The products I buy must meet the highest standards: 25%

Always having the latest technology is important to me: 22%

None of the above: 2%

Types of innovation adaptation

Early majority: 40%

Latecomers: 26%

Early adopters: 21%

Late majority: 10%

Innovators: 3%

Food attitudes

I actively try to eat healthily: 54%

I avoid artificial flavorings and preservatives: 45%

I try to avoid plastic packaging when I buy food: 35%

I try to eat less meat: 31%

Food must be convenient and fast: 24%

I am open to eating meat that has been bred in a laboratory (cultured meat): 24%

I don't like cooking: 18%

I cannot afford to eat healthily: 13%

None of the above: 7%

Internet settings

Mobile phone reception is good in the area where I live: 63%

It is important for me to have mobile Internet access wherever I am: 60%

I am well informed about the topic of cyber security: 54%

I actively do something to protect my data: 51%

I use AI applications (e.g., ChatGPT) in my daily life: 46%

I am worried that my data will be misused on the Internet: 34%

None of the above: 1%

Attitudes towards digital media

Best picture and sound quality is important to me: 55%

I prefer to subscribe to a bundle of streaming services: 47%

I like watching movies and TV series on my smartphone: 39%

I prefer platforms that give personalized recommendations: 36%

It's too expensive to be able to afford all the streaming services I want: 32%

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

None of the above: 7%

Attitudes towards services

I like to organize my life with my smartphone: 47%

I am happy to pay for services that make my life easier and more convenient: 43%

I tend to book services online: 38%

I prefer services with personal contact: 31%

I am often dissatisfied with services: 16%

I am often frustrated by unexpected additional charges at the end of a service booking: 15

None of the above: 9%

Attitudes towards health care

I actively do something to stay healthy: 70%

I would like to do more for my health: 63%

I undergo regular medical examinations: 53%

I can imagine getting a prescription for cannabis for medical reasons: 34%

I like to consult doctors via an app or online chat: 29

I prefer alternative healing methods to classical medicine: 13%

I have little confidence in the safety of vaccinations: 10%

None of the above: 5%

Attitudes to travel

I like being in nature when I travel: 50

When I travel, I use my smartphone as a travel guide: 49%

I want to experience something unique when I travel: 48%

When traveling, I always make sure to take the cheapest offer: 31%

Sustainable travel is important to me: 30%

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

I can't afford a vacation this year: 15

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 59%

I could imagine handling all financial matters exclusively online: 47%

I could imagine managing all my financial matters exclusively via smartphone: 38%

New financial topics, such as crypto and NFTs, fascinate me: 33

I am worried about my financial future: 28%

I have donated money to charity in the last 12 months: 23

If the service is good, I am happy to pay for account management and transactions: 23

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 13%

None of the above: 3%

Own assessment of the personal economic situation

Positive: 47%

Neither positive nor negative: 29%

Very positive: 15%

Negative: 7%

Very negative: 2%

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: 32

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 24

I spend too much time commuting: 24%

There are not enough parking spaces in my neighborhood: 20%

None of the above: 4%

Settings for consumer electronics

I want the best audio and movie experience on all my devices: 54%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 53%

I couldn't live without my smartphone: 51%

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

I would like to control my home by smartphone or voice: 46%

Electronics are a status symbol for me: 28%

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): 9%

None of the above: 7%

Settings for insurances

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

I could imagine managing my insurance exclusively online: 43%

I trust my insurance company to take care of my claims: 41%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 22%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 18%

I'm worried that I haven't taken out the right insurance: 15%

None of the above: 4%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 48

I use ad blockers when surfing the Internet: 42

I am often annoyed by advertising on the Internet: 39

I have bought products because celebrities or influencers have advertised them: 33

I often have difficulty distinguishing between advertising and content: 8

None of the above: 6%

Digital advertising touchpoints

Social media: 57%

Search engines: 52%

Online stores: 46%

Video platforms: 43%

Brand websites: 31%

Music streaming platforms: 30%

Online magazines/newspapers: 28%

Newsletter: 25%

Video games: 25%

Podcasts: 24%

Blogs / Forums: 16%

I have not come across any digital advertising: 6%

Other(s): 3%

I don't know: 3%

Non-digital advertising touchpoints

On television: 44%

Directly in the store: 40%

On the radio: 36%

Direct mail / advertising mail: 33%

In printed daily newspapers: 28%

In printed magazines: 25%

At the cinema/movie theater: 19%

I haven't come across non-digital ads yet: 7%

I don't know: 3%

Other(s): 2%

Purchases of publishing media (last 12 months)

Books (Print): 31%

Magazines (print): 31%

Daily newspapers (print): 28%

Podcasts: 25%

Weekly newspaper (print): 22%

eBooks: 20%

None of the above: 20%

Use of publishing media (last 12 months)

Podcasts: 55%

Books (Print): 37%

Daily newspapers (print): 36%

Weekly newspaper (print): 34%

Magazines (print): 31%

eBooks: 28%

None of the above: 2%

TV usage by duration (per week)

1 up to 5 hours: 27%

6 up to 10 hours: 23%

11 up to 15 hours: 20%

I do not use this media service: 11%

Less than one hour: 7%

16 up to 20 hours: 6%

More than 20 hours: 6%

I don't know: 0%

Preferences for films and series by genre

Comedies: 58%

Documentaries: 52%

Sport: 52%

Dramas: 39%

Horror: 39%

Reality TV: 20%

Soap operas + telenovas: 6%

Other(s): 5%

I don't know: 0%

TV/video streaming usage by brand

Amazon Prime Video: 72%

Netflix: 68%

Disney+: 39%

YouTube Premium: 33%

Apple TV+: 23%

DAZN: 23%

MagentaTV: 23%

Joyn: 21%

Amazon Freevee: 17%

Sky: 17%

WOW: 14%

Vodafone: 13%

1&1: 11%

iTunes: 11%

Google Play Store: 11%

Pluto TV: 11%

Microsoft Store: 5%

Rakuten TV: 5%

PlayStation Video: 5%

None of the above: 3%

Tubi: 2%

Use of social media by brand

YouTube: 72%

Instagram: 62%

Facebook: 59%

LinkedIn: 37%

TikTok: 37%

X (Twitter): 36%

Reddit: 21%

Pinterest: 20%

Twitch: 20%

Snapchat: 19%

XING: 14%

I use social media irregularly: 5%

BeReal.: 5%

Tumblr: 4%

WeChat: 4%

Quora: 4%

Flickr: 4%

Yodel: 3%

Other(s): 3%

Clubhouse: 2%

Activities in the social media

Private messages sent: 55%

Commented on posts: 44%

Posts liked or followed by other users: 44%

Images / videos / texts / status updates posted: 32%

Posts shared by other users: 30%

Posts from companies liked or followed companies: 28%

Posts from influencers/content creators liked or followed: 28%

Company posts shared: 16%

Posts shared by influencers / content creators: 16%

I have only used social media passively: 13%

I have not used social media: 6%

Other(s): 4%

User typology of social media

Communicator: 68%

Followers: 59%

Multiplier: 42%

Content Poster: 32%

Passive user: 13%

Non-users: 6%

Other(s): 4%

Products/topics talked about online

Computers, smartphones & technology: 42%

Games / Video games: 36%

Sport: 34%

Movies & series: 31%

Food & drink: 30%

Vacation & Travel: 29%

Politics: 27%

Music: 27%

None of the above: 24%

Social issues: 22%

Health & Medicine: 20%

Budget: 20%

Cars & motorcycles: 17%

Books: 17%

Fashion: 16%

Family & children: 13%

Beauty & body care: 13%

Art & Culture: 13%

Celebrities: 8%

Search engine usage by brand

Google: 92%

Bing: 30%

DuckDuckGo: 20%

Yahoo!: 19%

Ecosia: 16%

Ask.com: 13%

search.com: 9%

AOL: 8%

Other(s): 7%

WebCrawler: 6%

Yandex: 6%

Baidu: 3%

I do not use search engines: 0%

Preferred media formats

Text: 57%

Audio: 52%

Long videos: 52%

Short videos/reels: 48%

Images/infographics: 45%

I don't know: 4%

Other(s): 2%

Internet access by type

Broadband (DSL, cable, ...): 63%

Mobile connection via smartphone / tablet: 15%

UMTS / GPRS / LTE router: 10%

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

Satellite access: 3%

Other connection technologies: 2%

I don't know: 1%

I do not have internet connection at home: 1%

Internet usage by provider/brand

Vodafone: 31%

Telekom: 30%

O2: 15%

1&1: 8%

Starlink: 2%

Other(s): 2%

Congstar: 1%

Pyur: 1%

Unitymedia: 1%

EWE: 0%

I don't know: 0%

Website and online service usage by type

Social media: 76%

Online stores: 75%

Video platforms: 64%

News platforms: 57%

Corporate websites: 49%

Newsletter: 42%

Blogs: 27%

None of the above: 4%

Online payments by type

Credit card: 50%

By invoice: 36%

Direct debit: 31%

Debit card: 28%

Prepaid cards / vouchers: 25%

Payment on delivery: 11%

Other(s): 1%

Purchasing settings

When shopping, I look out for special offers: 68%

Clothing and shoes must be comfortable first and foremost: 64%

I tend to make impulse purchases when I go shopping: 44%

I always store in the same stores: 36%

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

I often buy clothes that I never wear: 11

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: 54%

I am enthusiastic about using augmented and virtual reality when shopping: 30

I would like to see and touch an item before I buy it: 29

When I buy an item, I want to have it in my hands on the same day: 20%

None of the above: 4%

Online shopping by store

Amazon: 92%

eBay: 42%

MediaMarkt: 28%

Zalando: 25%

Temu: 24%

Otto: 23%

AliExpress: 20%

Ikea: 18%

Kaufland: 18%

Apple: 17%

H+M: 17%

Shop Pharmacy: 17%

Lidl: 15%

Other(s): 14%

About You: 13%

SHEIN: 11%

Saturn: 9%

Bonprix: 6%

I have never bought anything online: 1%

High brand awareness by category

Smartphones: 64

PCs and laptops: 58%

Cars, motorcycles, bicycles: 44%

Clothing: 43%

Shoes: 42%

Household appliances: 34%

Sports + outdoor products: 31%

Food + non-alcoholic drinks: 25

Cosmetics + body care: 23%

Furniture + household goods: 19%

Accessories: 18

Pet supplies: 18%

Bags + luggage: 16%

DIY + garden products: 16%

Detergents & cleaning agents,: 16%

Toys + baby products: 15%

Stationery + hobby supplies: 14%

None of the above: 9%

Sources of inspiration for new products

Friends and acquaintances: 55%

Online stores: 55%

Search engines (such as Google): 55%

In the store: 48%

Customer ratings: 31%

Online forums: 22%

Influencer / Content Creator: 20

Podcasts: 17%

Blogs: 14%

Celebrities: 13%

None of the above: 2%

Information sources for product research

Online stores: 44%

Customer ratings: 31%

Friends and acquaintances: 29%

In the store: 29%

Online forums: 25%

None of the above: 2%

Interest in product categories

Clothing: 64%

Shoes: 61%

Books, movies, music & games: 60%

Cars: 54%

Sports + outdoor products: 42%

Furniture + household goods: 32%

DIY + garden products: 30%

Drugstore + health products: 30%

Household appliances: 27%

Motorcycles: 26%

Pet supplies: 25%

Stationery + hobby supplies: 25%

Bicycles: 24%

Detergents & cleaning agents,: 23%

Cosmetics + body care: 22%

Toys + baby products: 17%

None of the above: 3%

Purchase criteria for clothing

Quality: 76%

Comfort: 67%

Material: 57%

Appearance / Style: 56%

Shelf life: 55%

Brand: 33%

Low price: 33%

No use of environmentally harmful raw materials: 17%

Country of manufacture: 15%

Resource-conserving production: 14%

Animal welfare: 13%

Fair Trade: 12%

Other(s): 2%

I don't know: 1%

Food consumed regularly

Fruit or vegetables: 77%

Bread and bakery products: 74%

Meat or sausage products: 68%

Pasta: 68%

Dairy products (milk, yogurt, cheese, etc.): 67%

Eggs: 67%

Potatoes: 64%

Rice: 62%

Sweets or chocolate: 48%

Fish or seafood: 42%

Frozen food: 42%

Snacks or potato chips: 40%

Jam or chocolate spread: 39%

Ready meals: 31%

Breakfast cereals: 30%

Ice cream: 30%

Milk substitutes (e.g. almond milk and oat yogurt): 20%

Meat substitute products (e.g. vegan sausages and plant-based burger patties): 19%

None of the above: 1%

Grocery shopping by private label

Edeka: 53%

Aldi: 52%

Rewe: 50%

Lidl: 50%

Kaufland: 42%

NET: 23%

Penny: 23%

Netto - brand discount: 22%

denns organic market: 14%

Norma: 14%

Alnatura: 13%

BIO COMPANY: 10%

MARKET PURCHASE: 9%

famila: 9%

tegut: 5%

Other(s): 4%

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

Smartphone by brand

Apple: 35%

Samsung: 31%

Xiaomi/Mi: 10%

Google: 9%

Huawei: 2%

Motorola: 2%

Sony: 2%

HTC: 1%

OnePlus: 1%

OPPO: 1%

Realme: 1%

ZTE: 1%

Other(s): 1%

Nokia: 0%

I don't know: 0%

Use of financial products

Cryptocurrencies (e.g. Bitcoin): 42%

Real estate: 36%

Insurance with investment elements (e.g. life insurance): 33%

Loans: 27%

Precious metals (e.g. gold): 24%

Mortgages: 18%

I don't know: 1%

Persona Source Reference Block
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