PERSONA-SEDCARD PERCENT VALUES, 1-SPALID

Living situation

Name: Name (male): Christian, Michael, Sebastian, Stefan, jan; Name (female): Julia, Katrin, Stefanie, Melanie, Sandra

Size of residence: Under 5000 inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 16%.; 5000 to 20,000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 19%.; 20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 24%.; 100,000 to 500,000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 18%.; 500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 9%.; 1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 13%.

Household size: Single household: 8%; Two-person household: 40%; Small family (up to 2 children): 33%; Large family (more than 2 children): 3%; Other: 17%

Annual household income: Less than €18,000: 0%; Between €18,000 - €21,600: 0%; Between €21,600 - €26,400: 0%; Between €26,400 - €36,000: 0%; Between €36,000 - €50,400: 0%; Between 50.400€ - 69.600€: 20%; Between €69,600 - €91,200: 47%; Between €91,200 - €117,600: 15%; Between €117,600 - €148,800: 8%; Over €148,800: 9%

Children under 14 in the household: No children: 64%; 1 child: 20%; 2 children: 13%; 3 children: 2%; 4 children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 69%; Part-time employee: 10%; Self-employed / freelancer: 7%; Other: 14%

Employment status: Pupils: 1%; Apprentice / trainee: 1%; Student (University): 3%; Full-time employee: 69%; Part-time employee: 10%; Self-employed / freelancer:7%; Maternity/parental leave: 2%; Retired:3%; Unemployed:3%; Other:1%

Training: No formal education: 0%; Primary school: 0%; Secondary school leaving certificate / elementary school leaving certificate, secondary school leaving certificate / intermediate school leaving certificate: 11%; Higher education entrance qualification / Abitur: 16%; Vocational training (journeyman / master craftsman): 29%; Bachelor's degree or equivalent: 17%; Master's degree or equivalent: 25%; Doctorate or equivalent:3%

Hobbies & Interests: Arts & Crafts: 13%; Dancing: 14%; Food & Nutrition: 48%; Gardening: 36%; Health and fitness: 41%; Music: 47%; Pets: 34%; Photography: 23%; Doing sport: 48; Reading & Writing: 42%; Socialising: 42%; Technology & Computers: 36; Travel: 59%; Video games: 27%; Watching sports: 28%; Other: 8%

Important aspects of life: Being successful: 20%; An honest and respectable life: 40%; Having a good time: 34%; Advancing your career: 9%; Safety and security: 39%; Making my own decisions: 36; A happy relationship: 66%; Learning new things: 22%; Traditions: 10%; Social justice: 24%

A look at the personal future: Very optimistic: 9%; Quite optimistic: 46%; Neither optimistic nor pessimistic: 34%; Quite pessimistic: 9%; Very pessimistic: 2%

Types of innovation adaptation: Innovators: 3%; Early adopters: 15%; Early majority: 34; Late majority: 13%; Latecomers: 35

Magazine / weekly newspaper consumption by brand: Bild am Sonntag: 14%; Image of the woman: 10%; Brigitte: 11%; Coloured: 7%; Cosmopolitan: 7%; The house: 8%; The Mirror: 28%; The Time: 13%; Focus: 26%; Gala: 7%; Hörzu: 4%; kicker: 10%; Sports Image: 8%; Star: 20%; TV Digital: 7%; TV Spielfim: 9%; Other: 38%

Social network usage by brand: Facebook: 72%; Flickr: 4%; Instagram: 57%; Yodel: 4%; LinkedIn: 28%; Pinterest: 27%; Reddit: 10%; Snapchat: 20%; TikTok: 17%; Tumblr: 5%; Twitch: 12%; Twitter: 25%; WeChat: 4%; Xing: 22%; YouTube: 72%; Other: 4%

Use of media services: Audiobooks (download / streaming): 33%; Digital music content (download / streaming): 83%; Digital video content (download / streaming): 84%; Music hardcopy (e.g. CD, vinyl): 42%.; Podcasts: 36%; Radio: 82%; TV (broadcast / cable / satellite): 88%; Video hardcopy (e.g. DVD, Blu-ray): 46%; None of the above: 0%

Use of websites and online services by type: Blogs: 17%; Corporate websites and apps: 45; News websites and apps: 52%; Newsletter: 40%; Online shops: 76; Search engines: 99%; Social media websites and apps: 46; Video websites and apps (e.g. YouTube): 53%; None of the above: 1%

Food attitudes: Food must be convenient and fast: 16%; I actively try to eat healthy: 66%; I am on a restricted diet for health reasons: 9%; I avoid artificial flavours and preservatives: 45%.; I do not like to cook: 16%; I have one or more food intolerances: 11%; I rarely have time for a proper meal: 12%; I try to avoid plastic packaging when buying food: 60%; I try to eat less meat: 45%; None of the above: 6%

Attitudes towards mobility: Driving is harmful to the environment: 34%; I am a car enthusiast: 43%; I can imagine using a self-driving taxi: 28%; I spend too much time commuting: 22%; I would like to switch to more environmentally friendly means of transport: 34%; Owning a car is important to me: 75%; The public transport system in my area is good: 39%; There are not enough parking spaces where I live: 25%; None of the above: 1%

Attitudes to travel: I prefer individual travel plans to package tours: 52%; I want to experience something unique on my travels: 51%; Fear of terrorist attacks and political crises influences my travel behaviour: 26%; When I'm on holiday, I use my smartphone as a guide: 50%.; When I am on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:21%; When it comes to travel, I always look for the best deal: 24%.; Sustainability is important to me when travelling: 20%; None of the above: 6%

Attitudes towards health care: I actively do something for my health: 61%; I can imagine using medical cannabis for treatment: 40%.; I could imagine consulting doctors via app or online chat: 53%; I prefer alternative healing methods to conventional medicine: 17%; I undergo regular medical check-ups:60%; I would like to do more for my health: 46%; Patients have to pay too much for medicines and medical treatment: 30%.; Thanks to the internet, it is often possible to search for the best treatment method yourself: 22%.; The health system often lets patients down: 29%; None of the above: 3%

Save as PDF