Basic Persona: Example 1 (Age: 50-64 years)

Living situation

Name: Name (male): Stefan, Thomas, Michael, Andreas, Frank; Name (female): Claudia, Anja, Susanne, Sabine, Andrea

Size of residence: Under 5000 inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 18%.

5000 to 20,000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 23%

20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 24%.

100,000 to 500,000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 14%.

500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 8%.

1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 11%.

Household size: Single household: 32%; Two-person household: 45%; Small family (up to 2 children): 9%; Large family (more than 2 children): 0%; Other: 13%

Annual household income: Less than €18,000: 15%; Between €18,000 - €21,600: 7%; Between €21,600 - €26,400: 7%; Between €26,400 - €36,000: 12%.; Between 36.000€ - 50.400€: 17%; Between €50,400 - €69,600: 11%; Between €69,600 - €91,200: 10%; Between €91,200 - €117,600: 3%; Between €117,600 - €148,800: 2%; Over €148,800: 2%

Children under 14 in the household: No children: 90%; 1 child: 7%; 2 children: 2%; 3 children: 0%; 4 children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 40%; Part-time employee: 16%; Self-employed / freelancer: 8%; Other: 36%

Employment status: Pupils: 0%; Apprentice / trainee: 0%; Student (University): 0%; Full-time employee: 40%; Part-time employee: 16%; Self-employed / freelancer:8%; Maternity/parental leave: 0%; Retired:21%; Unemployed:12%; Other:2%

Training: No formal education: 0%; Primary school: 0%; Secondary school leaving certificate / elementary school leaving certificate, secondary school leaving certificate / intermediate school leaving certificate: 23%; Higher education entrance qualification / Abitur: 11%; Vocational training (journeyman / master craftsman): 45%; Bachelor's degree or equivalent: 7%; Master's degree or equivalent: 12%.; Doctorate or equivalent:1%

Hobbies & Interests: Arts & Crafts: 12%; Dancing: 11%; Food & Nutrition: 41%; Gardening: 39%; Health and fitness: 30%; Music: 45%; Pets: 36%; Photography: 20%; Doing sport: 29; Reading & Writing: 44%; Socializing: 39%; Technology & Computers: 31%; Travel: 46%; Video games: 15%; Watch sport: 25%; Other: 13%

Important aspects of life: Being successful: 8%; An honest and respectable life: 51%; Having a good time: 30%; Advancing your career: 2%; Safety and security: 43; Making my own decisions: 45%; A happy relationship: 55%; Learning new things: 17%; Traditions: 11%; Social justice: 38%

A look at the personal future: Very optimistic: 4%; Quite optimistic: 29%; Neither optimistic nor pessimistic: 44%; Quite pessimistic: 17%; Very pessimistic: 5%

Types of innovation adaptation: Innovators: 1%; Early adopters: 6%; Early majority: 22%; Late majority: 20%; Laggards: 51%

Magazine / weekly newspaper consumption by brand: Bild am Sonntag: 13%; Image of the woman: 11%; Brigitte: 8%; Coloured: 7%; Cosmopolitan: 3%; The house: 2%; The Mirror: 21%; The time: 9%; Focus: 20%; Gala: 5%; Hörzu: 11%; kicker: 8%; Sports Image: 7%; Star: 18%; TV Digital: 6%; TV Spielfim: 10%; Other: 43%

Social network usage by brand: Facebook: 79%; Flickr: 1%; Instagram: 33%; Yodel: 0%; LinkedIn: 13%; Pinterest: 21%; Reddit: 1%; Snapchat: 5%; TikTok: 6%; Tumblr: 0%; Twitch: 0%; Twitter: 14%; WeChat: 1%; Xing: 12%; YouTube: 61%; Other: 6%

Use of media services: Audiobooks (download / streaming): 15%; Digital music content (download / streaming): 64%; Digital video content (download / streaming): 66%; Music hardcopy (e.g. CD, vinyl): 45%.; Podcasts: 16%; Radio: 81%; TV (broadcast / cable / satellite): 93%; Video hardcopy (e.g. DVD, Blu-ray): 39%; None of the above: 1%

Use of websites and online services by type: Blogs: 6%; Corporate websites and apps: 30%; News websites and apps: 40%; Newsletter: 36%; Online shops: 69%; Search engines: 97%; Social media websites and apps: 30%; Video websites and apps (e.g. YouTube): 34%; None of the above: 2%

Food attitudes: Food must be convenient and fast: 20%; I actively try to eat healthy: 61%; I am on a restricted diet for health reasons: 10%.; I avoid artificial flavours and preservatives: 48%.; I do not like to cook: 17%; I have one or more food intolerances: 7%; I rarely have time for a proper meal: 5%; I try to avoid plastic packaging when buying food: 62%; I try to eat less meat: 43%; None of the above: 6%

Attitudes towards mobility: Driving is harmful to the environment: 29%; I am a car enthusiast: 28%; I can imagine using a self-driving taxi: 17%; I spend too much time commuting: 10%; I would like to switch to more environmentally friendly means of transport: 23%; Owning a car is important to me: 65%; The public transport system in my area is good: 39%; There are not enough parking spaces where I live: 19%; None of the above: 5%

Attitudes to travel: I prefer individual travel plans to package tours: 40%; I want to experience something unique on my travels: 33%; Fear of terrorist attacks and political crises influences my travel behaviour: 23%; When I am on holiday, I use my smartphone as a guide: 27%.; When I'm on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:9%; When it comes to travel, I always look for the best deal: 25%; Sustainability is important to me when travelling: 16%; None of the above: 19%

Attitudes towards health care: I actively do something for my health: 50%; I can imagine using medical cannabis for treatment: 41%; I could imagine consulting doctors via app or online chat: 35%; I prefer alternative healing methods to conventional medicine: 15%.; I undergo regular medical check-ups:60%; I would like to do more for my health: 35%; Patients have to pay too much for medication and medical treatment: 41%; Thanks to the internet, it is often possible to search for the best treatment method yourself: 15%; The health system often lets patients down: 35%; None of the above: 6%

Sources: Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents); Federal Statistical Office; Popular-First-Names.com