Test - Candidate Persona - Update 1 2025 [Target group matrix]

DIV COLUMN (left)

Name

Name (male): Thomas, Michael, Andreas, Stefan, Frank

Name (female): Sabine, Susanne, Claudia, Petra, Andrea

Age

30 - 49 years: 50%

50 - 64 years: 37%

18 - 29 years: 13%

Gender

Male: 100%

Female: 0%

Marital status

Married: 51%

Single / unmarried: 26%

In a relationship: 17%

Divorced / widowed: 6%

I'd rather not say: 0%

State

North Rhine-Westphalia: 22%

Bavaria: 16%

Baden-Württemberg: 15%

Lower Saxony: 9%

Berlin: 7%

Hesse: 6%

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: 13%

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

2 Persons: 27%

1 Person: 24%

3 Persons: 23%

4 Persons: 20%

5 or more persons: 6%

Household constellation

My partner/spouse: 62%

My children: 40%

Living alone: 24%

My parents: 6%

Roommates: 4%

My siblings: 2%

My parents-in-law: 1%

My grandparents: 0%

My grandchildren: 0%

Current accommodation

I live in a rented apartment: 45%

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: 36%

Dog: 32%

Fish: 7%

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

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 4%

Reptile (e.g. lizard, snake, turtle): 1%

Other(s): 1%

Annual household income

36.000 up to 50.400 Euro: 19%

50.400 up to 69.600 Euro: 18%

69.600 up to 91.200 Euro: 18%

91.200 up to 117.600 Euro: 11%

26.400 up to 36.000 Euro: 9%

117.600 up to 148.800 Euro: 6%

More than 148.800 Euro: 6%

I'd rather not say that: 6%

21.600 up to 26.400 Euro: 3%

Less than 18.000 euros: 2%

18.000 up to 21.600 Euro: 2%

Effects of economic circumstances

My cost of living has risen noticeably: 61%

I have tried to spend less money: 55%

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

My financial situation has deteriorated: 31%

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: 23%

Bachelor's degree or equivalent: 17%

University entrance qualification / Abitur: 15%

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: 25%

4-5 Days: 15%

6-10 Days: 14%

2-3 Days: 12%

11-20 Days: 11%

No answer: 10%

More than 20 days: 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: 39%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 19%

Mental illnesses (e.g. burnout, depression, anxiety): 17%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 15%

Diabetes: 10%

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

Other(s): 9%

Blindness or visual impairment: 7%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 7%

Deafness or hearing loss: 4%

I'd rather not say: 2%

Behavior in the healthcare sector

Consulted a family doctor: 67%

Consulted a specialist: 53%

Underwent a medical examination: 45%

Was treated as an outpatient in a hospital: 13%

None of the above: 13%

Was in inpatient treatment in a hospital: 11%

Has undergone surgery: 10%

Consulted an alternative doctor: 9%

Diets and nutrition

I do not follow any dietary rules: 56%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 23%

Flexitarians (predominantly plant-based diet with occasional meat or fish consumption): 21%

Lactose-free (e.g. dairy products that do not contain lactose): 11%

Lactose-free: 11%

Low-carb / no-carb: 9%

Gluten-free (i.e. no wheat products): 8%

Gluten-free (i.e. no wheat products): 8%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 7%

Vegans (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 5%

Other(s): 4%

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

Pescetarians (eat fish, but no meat or poultry): 3%

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

Pescetarian (eats fish but no meat): 2%

Facts for recruiting

Where are you looking for new jobs or open for job opportunities?

Job boards such as StepStone and Co.: 37.10%

Websites: 25.00%

Classifieds portals: 23.92%

Specialist job boards: 15.40%

Search engine advertising: 14.25%

Career website of companies: 12.63%

XING: 12.10%

Apps: 11.83%

LinkedIn: 10.22%

Direct contact by e-mail: 7.80%

Facebook: 6.99%

Instagram: 6.45%

Direct approach by telephone: 6.18%

Banner advertising: 4.57%

Direct approach via message in social networks: 4.30%

YouTube: 4.03%

TikTok: 3.49%

Trade media: 2.96%

Pinterest: 1.88%

What is your favorite way to apply?

By e-mail: 47.26%

By post: 16.88%

Via a job exchange: 12.24%

Via smartphone: 8.02%

Via the career website: 7.17%

No preference: 6.75%

Via social media: 2.42%

What makes a good application process for you?

I would like quick feedback (confirmation of receipt, announcement of how to proceed and when): 52.74%

The texts must be formulated in an appealing way: 40.08%

It must be efficient (no unnecessary paperwork, clear process): 33.33%

The photos accompanying the job advertisement should show authentic employees: 18.99%

I would like video insights into the company as part of the job advertisement: 12.24%

Mobile-optimized application process: 11.68 %

What has ever stopped you from applying for a job?

None of this / I have never been in this situation: 35.75%

The application process was too cumbersome: 29.30%

I had to register to apply: 24.46%

The text struck me as a standard tender: 16.40%

The text was badly worded: 15.59%

The text was too long: 8.33%

The pictures looked like something out of a catalog: 8.06%

I didn't like the layout: 6.99%

The page I wanted to apply to was not mobile-optimized: 4.30%

What content are companies most likely to use to make you aware of new jobs?

Insights behind the scenes of the company (as video, photo, text): 36.29%

Short videos: 34.60%

Social media content: 33.33%

Short photo/text combinations: 26.58%

Events on site (trade fairs,...): 18.78%

Lectures & webinars: 14.77%

Infographics: 9.28%

Useful content (tips, tricks,...): 7.59%

Podcasts: 6.75%

Quizzes, games, challenges: 5.38%

Digital / hybrid events: 3.39%

eBooks / Whitepapers: 2.20%

Frequency of travel for business purposes (last year)

Not: 47%

2-3 Times: 19%

Once: 16%

4-5 Times: 10%

More than 10 times: 5%

6-10 Times: 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 64

Outdoor activities: 55%

Travel: 46%

Video games: 45%

Read: 38%

Cooking/baking: 37

Gardening and plants: 35%

DIY, arts & crafts: 32%

Shopping: 29

Cars & Vehicles: 28

Pets: 27%

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: 25%

Be successful: 24%

Social justice: 24%

Advance in my career: 11%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 55%

I like to try out innovative products: 48%

I only buy new technologies if they have been tried and tested in practice: 41%

In my circle of friends, I'm usually the first to try out a new technology: 27

The products I buy must meet the highest standards: 27%

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

None of the above: 1%

Types of innovation adaptation

Early majority: 39%

Latecomers: 28%

Early adopters: 20%

Late majority: 10%

Innovators: 4%

Food attitudes

I actively try to eat healthily: 61%

I avoid artificial flavorings and preservatives: 42%

I try to eat less meat: 41%

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

Food must be convenient and fast: 25%

I am open to eating meat that has been bred in a laboratory (cultured meat): 19%

I don't like cooking: 15%

I can't afford to eat healthily: 11%

None of the above: 3%

Internet settings

It is important for me to have mobile Internet access wherever I am: 66%

I am well informed about the topic of cyber security: 59%

Mobile phone reception is good in the area where I live: 57%

I actively do something to protect my data: 57%

I use AI applications (e.g. ChatGPT) in my daily life: 44%

I am worried that my data will be misused on the Internet: 38%

None of the above: 6%

Attitudes towards digital media

Best picture and sound quality is important to me: 53%

It's too expensive to be able to afford all the streaming services I want: 42%

I prefer to subscribe to a bundle of streaming services: 34%

I prefer platforms that give personalized recommendations: 32%

I like watching movies and series on my smartphone: 26%

I usually subscribe to streaming services for specific content or short-term needs and then cancel them: 26%

None of the above: 21%

Attitudes towards services

I like to organize my life with my smartphone: 43%

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

I tend to book services online: 34%

I prefer services with personal contact: 28%

I am often frustrated by unexpected additional charges at the end of a service booking: 17

None of the above: 14%

I am often dissatisfied with services: 11%

Attitudes towards health care

I actively do something to stay healthy: 67%

I undergo regular medical examinations: 56%

I would like to do more for my health: 55%

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

I like to consult doctors via an app or online chat: 25

I have little confidence in the safety of vaccinations: 23%

I prefer alternative healing methods to classical medicine: 16%

None of the above: 3%

Satisfaction with personal health

Satisfied: 56%

Neither satisfied nor dissatisfied: 21%

Very satisfied: 11%

Dissatisfied: 10%

Very dissatisfied: 1%

I'd rather not say that: 0%

Attitudes to travel

I like being in nature when I travel: 57

When I travel, I use my smartphone as a travel guide: 55%

I want to experience something unique when I travel: 49%

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

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 30

Sustainable travel is important to me: 27%

I can't afford a vacation this year: 21

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 65%

I could imagine handling all financial matters exclusively online: 54%

I could imagine managing all my financial matters exclusively via smartphone: 41%

New financial topics, such as crypto and NFTs, fascinate me: 36

I have donated money to charity in the last 12 months: 30

I am worried about my financial future: 27%

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): 19%

None of the above: 4%

Own assessment of the personal economic situation

Positive: 42%

Neither positive nor negative: 33%

Very positive: 11%

Negative: 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: 39%

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): 32

There are not enough parking spaces in my neighborhood: 28%

I spend too much time commuting: 27%

None of the above: 5%

Attitudes towards mobility

I am a car enthusiast: 50%

Public transport in my region is good: 39%

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): 32

There are not enough parking spaces in my neighborhood: 28%

I spend too much time commuting: 27%

None of the above: 5%

Settings for consumer electronics

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 55%

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

I couldn't live without my smartphone: 49%

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

I would like to control my home by smartphone or voice: 47%

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)..: 7%

None of the above: 6%

Settings for insurances

I am well informed about my personal insurance contracts: 52%

I could imagine managing my insurance exclusively online: 44%

I trust my insurance company to take care of my claims: 40%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 19%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 16%

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

None of the above: 6%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 51

I am often annoyed by advertising on the Internet: 43

I use ad blockers when surfing the Internet: 37

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: 5%

Digital advertising touchpoints

Search engines: 58%

Social media: 52%

Social media websites and apps: 50%

Online stores: 49%

Video platforms: 46%

Video portals (e.g. YouTube): 44%

Brand websites: 37%

Websites and apps of brands and products: 34%

Video games (smartphone / tablet / console / PC / smart TV): 31%

Online magazines/newspapers: 31%

Newsletter: 29%

Video games: 29%

Music streaming platforms: 28%

Music portals and streaming services (e.g. Spotify): 28%

Editorial websites and apps (e.g. news sites and magazines): 27%

Podcasts: 19%

Blogs / Forums: 16%

Blogs / Forums: 15%

Other(s): 5%

I have not come across any digital advertising: 4%

I don't know: 2%

Non-digital advertising touchpoints

Direct mail / advertising mail: 48%

On television: 47%

Directly in the store: 45%

On the radio: 43%

In printed daily newspapers: 31%

In printed magazines: 31%

At the cinema/movie theater: 18%

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

Other(s): 4%

I don't know: 4%

Purchases of publishing media (last 12 months)

Books (Print): 28%

None of the above: 27%

eBooks: 25%

Daily newspapers (print): 24%

Magazines (print): 23%

Podcasts: 22%

Weekly newspaper (print): 16%

Use of publishing media (last 12 months)

Podcasts: 44%

Books (Print): 36%

eBooks: 34%

Daily newspapers (print): 30%

Magazines (print): 29%

Weekly newspaper (print): 26%

None of the above: 5%

TV usage by duration (per week)

6 up to 10 hours: 26%

I do not use this media service: 20%

1 up to 5 hours: 18%

11 up to 15 hours: 18%

Less than one hour: 7%

More than 20 hours: 7%

16 up to 20 hours: 5%

I don't know: 0%

Preferences for films and series by genre

Documentaries: 65%

Comedies: 63%

Sport: 49%

Horror: 35%

Dramas: 31%

Reality TV: 18%

Other(s): 10%

Soap operas + telenovas: 7%

I don't know: 0%

Use of social media by brand

YouTube: 77%

Facebook: 61%

Instagram: 57%

TikTok: 37%

LinkedIn: 30%

X (Twitter): 30%

Pinterest: 19%

Twitch: 19%

Reddit: 18%

XING: 15%

Snapchat: 15%

Other(s): 6%

I use social media irregularly: 4%

Tumblr: 4%

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: 46%

Commented on posts: 43%

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

Posts shared by other users: 30%

Posts from companies liked or followed companies: 27%

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

I have only used social media passively: 15%

Company posts shared: 14%

Posts shared by influencers / content creators: 14%

Other(s): 5%

I have not used social media: 5%

User typology of social media

Communicator: 69%

Followers: 59%

Multiplier: 39%

Content Poster: 34%

Passive user: 15%

Other(s): 5%

Non-users: 5%

Products/topics talked about online

Computers, smartphones & technology: 42%

Movies & series: 35%

Games / Video games: 33%

Sport: 32%

Politics: 32%

Music: 30%

Vacation & Travel: 28%

Social issues: 28%

None of the above: 23%

Food & drink: 23%

Cars & motorcycles: 21%

Health & Medicine: 17%

Family & children: 15%

Art & Culture: 15%

Fashion: 14%

Celebrities: 14%

Books: 14%

Budget: 13%

Beauty & body care: 9%

Preferences for podcast content by genre

Business and economy: 44%

News & Politics: 44%

Science & Technology: 43%

Comedy: 40%

History: 36%

Health & Fitness: 34%

Advice & self-help: 32%

Music: 29%

Cars & Vehicles: 28

Gaming & e-sports: 24%

Society & Culture: 24%

Crime & Law: 23%

Sport: 21%

Love & relationships: 13%

Family & education: 13%

Religion & Philosophy: 8%

VIPs & celebrities: 6%

Other(s): 4%

I don't know: 1%

Internet access by type

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

UMTS / GPRS / LTE router: 12%

Mobile connection via smartphone / tablet: 8%

the landlord's/neighbor's wireless connection: 4%

Other connection technologies: 2%

Satellite access: 1%

I don't know: 0%

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

Internet usage by provider/brand

Vodafone: 32%

Telekom: 31%

1&1: 14%

O2: 7%

Other(s): 7%

EWE: 2%

Pyur: 2%

Congstar: 1%

Starlink: 1%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 77%

Video platforms: 70%

Social media: 67%

Social media websites and apps: 66%

News platforms: 58%

News websites and apps: 52%

Corporate websites: 52%

Corporate websites and apps: 46%

Newsletter: 39%

Blogs: 19%

None of the above: 2%

Search engine usage by brand

Google: 96%

Bing: 33%

DuckDuckGo: 19%

Yahoo!: 16%

Ecosia: 8%

Yandex: 5%

AOL: 4%

Ask.com: 4%

search.com: 4%

Other(s): 3%

Baidu: 2%

WebCrawler: 1%

I do not use search engines: 0%

Online payments by type

Credit card: 57%

By invoice: 52%

Direct debit: 52%

Debit card: 47%

Prepaid cards / vouchers: 29%

Payment on delivery: 9%

Other(s): 2%

Purchasing settings

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

When shopping, I look out for special offers: 70%

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: 9

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 72%

Customer reviews on the Internet are very helpful: 59%

I would like to see and touch an item before I buy it: 31

I am enthusiastic about using augmented and virtual reality when shopping: 25

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

None of the above: 7%

High brand awareness by category

Smartphones: 72

PCs and laptops: 61%

Cars, motorcycles, bicycles: 51%

Shoes: 47%

Clothing: 44%

Household appliances: 44%

Sports + outdoor products: 33%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 30

Food + non-alcoholic drinks: 27

Cosmetics + body care: 26%

DIY + garden products: 25%

Detergents & cleaning agents,: 23%

Furniture + household goods: 20%

Pet supplies: 18%

Accessories: 17

Bags + luggage: 17%

Stationery + hobby supplies: 16%

Toys + baby products: 16%

None of the above: 8%

Sources of inspiration for new products

Search engines (such as Google): 67%

Social media websites and apps: 66%

Video websites and apps (such as YouTube): 65%

Online stores: 60%

Friends and acquaintances: 51%

In the store: 45%

Customer ratings: 32%

Online forums: 26%

Influencer / Content Creator: 20

Podcasts: 14%

Celebrities: 13%

Blogs: 9%

None of the above: 1%

Information sources for product research

Social media websites and apps: 66%

Online stores: 50%

Customer ratings: 39%

In the store: 33%

Friends and acquaintances: 30%

Online forums: 24%

None of the above: 1%

Interest in product categories

Cars: 64%

Clothing: 62%

Books, movies, music & games: 59%

Shoes: 59%

Sports + outdoor products: 53%

Household appliances: 47%

DIY + garden products: 44%

Drugstore + health products: 40%

Furniture + household goods: 36%

Bicycles: 36%

Cosmetics + body care: 32%

Stationery + hobby supplies: 30%

Detergents & cleaning agents,: 28%

Pet supplies: 26%

Toys + baby products: 21%

Motorcycles: 20%

None of the above: 2%

Offline purchases by type

Clothes / shoe store: 69%

Drugstore / Perfumery: 66%

Pharmacy: 64%

DIY / garden market: 61%

Electronics store: 56%

Department store: 50%

Sports store: 46%

Furniture store: 41%

Furnishing and decoration store: 23%

Wholesale: 21%

Jewelry store / jeweler: 20%

None of the above: 5%

Food consumed regularly

Fruit or vegetables: 83%

Bread and bakery products: 78%

Fruit + vegetables: 77%

Eggs: 76%

Potatoes: 74%

Dairy products (milk, yogurt, cheese, etc.): 73%

Meat or sausage products: 73%

Baked goods: 72%

Pasta: 68%

Dairy products (milk / yogurt / cheese / etc.): 66%

Meat + sausage products: 64%

Rice: 62%

Sweets or chocolate: 61%

Sweets + chocolate: 56%

Fish or seafood: 49%

Snacks or potato potato chips: 47%

Jam + chocolate spread: 44%

Jam or chocolate spread: 44%

Snacks + potato potato chips: 44%

Ice cream: 43%

Fish + seafood: 43%

Frozen food: 40%

Frozen ready meals: 39%

Breakfast cereals: 38%

Ready meals: 29%

Milk substitutes (e.g. almond milk / oat yoghurt): 24%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 22%

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

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

None of the above: 0%

Smartphone by brand

Samsung: 39%

Apple: 30%

Xiaomi/Mi: 11%

Google: 4%

Huawei: 4%

Other(s): 3%

Motorola: 2%

Nokia: 2%

OPPO: 2%

HTC: 1%

OnePlus: 1%

Sony: 1%

Realme: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Cryptocurrencies (e.g. Bitcoin): 33%

Loans: 32%

Real estate: 27%

Insurance with investment elements (e.g. life insurance): 26%

Precious metals (e.g. gold): 17%

Mortgages: 15%

I don't know: 0%

Sources

Test - IT/Tech Employees - 2025 2025 - Update 1: (Germany, 35936 respondents, survey period: April 01, 2024 to March 28, 2025)

Federal Statistical Office

Popular-First-Names.com