Target group: Consumers of print media (all categories) [PREMIUM].
DIV COLUMN (left)
Hans, 62
Age: 57
Political affiliation: Centre
Type of innovation adaptation: Laggards
Professional and financial situation
Occupation: Full-time employee
Net household income: 36,000 to 50,400 euros
Education: Vocational training (journeyman / master craftsman)
Housing situation
Place of residence: Schmallenberg
Region: North Rhine-Westphalia
Type of housing: Rental house
Living space: 51-100 m2
Type of employment
Full-time employee
Impact of the COVID-19 pandemic
I avoid personal encounters with other people
I have changed holiday plans or cancelled holidays
I buy more online (whether products or services)
Living space (in m²)
51-100 m2
Vehicle ownership
Sabine in a nutshell
The health-conscious mum attaches great importance to work-life balance. Her job is just as important to her as spending time with her family. That's why she struggles to reconcile everything. Pragmatism, helpfulness and a high need for security come together in Sabine's case. Companies that convey security, communicate transparently and are socially committed inspire her. She loves to spend her free time in nature with her family: whether it's at the quarry pond in summer, in the park in spring and autumn, or sledding and skiing in the mountains in winter. The family prefers to spend their holidays with friends in special accommodations: On a farm, an alpine pasture, on a campsite, eco-resorts, tiny homes or in a holiday flat of acquaintances. It is important to them to pass on their values to the children, to accompany them in dealing with new media - without having to forego their needs. Sociability, good neighbourliness, deceleration and relaxed togetherness are important to Sabine, including summer evenings around a campfire in the garden or board game afternoons in winter or fathers'/mothers' weekends - so that the other partner can "just have some peace and quiet" at home. When shopping, they don't watch every penny, buy food from the region and clothes that are also second-hand - not only for the children.
DIV COLUMN END
DIV COLUMN (middle)
Values & Attitudes
Hobbies & Interests
Political attitude
Middle
Attitude towards innovation
I only buy new technologies when they have been proven in practice
I like to try out innovative products
I like to stay technologically up to date
Types of innovation adaptation
Stragglers
Food attitudes
I actively try to eat healthy
I try to avoid plastic packaging when I buy groceries
I try to eat less meat
Attitudes towards digital media
I prefer physical media of films, books or music (Venyl, CDs, DVDs,...)
Digital services allow me to discover new and exciting content
Best picture and sound quality is important to me
Attitudes towards health care
I undergo regular medical examinations
I actively do something to stay healthy
I can imagine having canabis prescribed for medical reasons
Attitudes towards mobility
Owning a car is important to me
I am a car lover
Public transport in my region is good
Online shopping settings
Attitudes towards personal finances
I am well informed about my financial situation
I could imagine handling all financial matters exclusively online
I am worried about my financial future
Attitudes towards services
I prefer services with personal contact
I am happy to pay for services that make my life easier and more convenient.
I like to organise my life with my smartphone
Purchasing settings
Clothing and shoes must first and foremost be comfortable
When I shop, I look out for special offers
Being well dressed is very important to me
Internet settings
I could no longer imagine a life without the internet
I protect my data
I am well protected against viruses and data misuse
Attitudes to travel
I prefer individual holidays to package holidays
I want to experience something unique when travelling
When I travel, I use my smartphone as a travel guide
DIV COLUMN END
DIV COLUMN (right)
Media use
Advertising touchpoints
On TV
Direct mail / direct mail
On the radio
Magazine / weekly newspaper consumption by brand
The Mirror
Focus
Picture on Sunday
Social network usage by brand
Facebook
YouTube
Instagram
Use of social networks by type of platform
Messengers (like WhatsApp,...)
Social Networks (like Facebook)
Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...)
Use of media services
(Mobile) Internet
TV
Radio
Use of cloud services
Online data and images stored
Online backup for computers or smartphones
Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...)
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