The document discusses Sinus Milieus, a model for segmenting populations into groups that share similar life perspectives and behaviors. It describes how Sinus Milieus are used for targeted marketing, product development, and placement. The document then provides examples of Sinus Milieus in the IT industry, mapping societal milieus to technology users. Specific milieu groups are defined based on demographics, values, interests, and media usage to identify early adopters and mainstream technology users.

1. Sinus Milieus
Zielgerichtetes Marketing mit
Rebecca Rutschmann | 17. März 2010 | Cyber Forum Karlsruhe

2. Was sind Sinus-Milieus
• Die Sinus-Milieus gruppieren Menschen, die sich in ihrer
Lebensauffassung und Lebensweise ähneln.
• Das Sinus-Milieu beschreibt neben den
Segmentierungsvariablen geografisch, soziodemographisch
und verhaltensbezogen die in den letzten Jahren immer
wichtiger gewordene psychografische Variable.
• Zwischen den unterschiedlichen Milieus gibt es
Berührungspunkte und Übergänge.
• Die Sinus-Milieus® sind als wissenschaftlich fundiertes Modell
etabliert. Sie werden kontinuierlich aktuell gehalten.
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3. Anwendung
Sinus-Milieus werden verwendet um:
• Zielgerichtet Marktforschung zu betreiben
• Produkte zielgruppengerecht zu entwickeln
• Produkte zielgerichteter auf dem Markt zu platzieren
Auf ihrer Basis arbeiten führende Markenartikelhersteller und
namhafte Dienstleister aller Branchen, sowie
Werbe-und Mediaagenturen in der strategischen Planung wie
in der operativen Umsetzung – national wie international.
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4. Sinus-Milieus 2009 (Sinus Sociovision )
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5. Anwendung in der IT-Branche
• Für den Einsatz in der IT-Branche müssen die gesellschaftlichen
Milieus auf die Menschen runter gebrochen werden, die einen
Computer nutzen.
• Das Verhalten der User in Bezug auf neue Technologien muss
berücksichtigt werden.
=> Web.Milieus® von United Internet kombiniert mit dem Ansatz zum
Technologieverhalten aus der Forrester Studie Benchmark 2007
„State of Consumer and Technology“ (US)*
*Technologie-Pessimisten mit Niedrig-Einkommen wurde hier nicht weiter berücksichtigt,
da diese keine neuen Technologien kaufen werden
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6. Upper Class
Middle Class
Social Class
Upper
Middle Class
Lower
Middle Class
Communication &
Identification
Career & Family
Re-Orientation &
Enjoyment
10 - 19
years
20 - 29
years
30 – 39
years
40 - 49
years
50 - 59
years
60 and
older
LifestyleTeens
~10%
Entertainment Fan ~ 6,5 %
Independent
Intellectuals
~ 9 %
Young
Explorers ~ 24 %
Established Classics~ 6 %
Urban Professionals
~ 16 %
Modern Families ~ 4 %
Modern Persumers ~8 %
Senior
Traditionalists
~5%
Nero Sinus-Mileu* (Top-Down)
* Based on United Internet (web.de, gmx, 1&1) data (Germany)
Early Adopters**
Mainstream Users**
** Forrester Research: Benchmark 2007 „State of Consumer and Technology“
Die IT Milieus
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7. Nero General Target Groups (by technology affinity)
Young Explorers
Modern Families Silver TraditionalistsEstablished Classics
Entertainment Fan Lifestyle Teens Mainstream
Users*
Urban ProfessionalIndependent Intellectual
Early
Adopters*
Free Entrepreneurs
TechnologoptimistsMiddleto
highincome
Technologyoptimists
Lowtomiddleincome
Technologyfollowers
Middletohighincome
* Forrester Research: Benchmark 2007
„State of Consumer and Technology“
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8. Level One Target Groups (by technology adoption)
Urban Professional
Young Explorers
Independent Intellectual Free Entrepreneurs
Technologyoptimists
Lowtomiddleincome
EARLY ADOPTERS*
•Entdecken leidenschaftlich neue Gadgets und Vorteile von Technologie Produkten oder Dienstleistungen
•Üben Einfluss auf andere aus
•Sind Marken-Loyal (z.B. Apple, htc)
•Sind bereit einen höheren Preis für neuste Technologie und beste Marken zu bezahlen
•Sie recherieren genaustens Produkte Online und orientieren sich dabei an Kundenbewertungen und –berichten
Die Hälft dieser Gruppe besitzt Laptops und 49 Prozent besithen einen MP3 Player. Sieben von zehn haben einen DSL Anschluss zu
Hause und nutzen regelmässig Online Dienstleistungen. DVD Geräte sind Standard. More als 30 Prozent percent brennen Daten auf
DVD und machen Backup. Mehr als 60 Prozent managen und schauen sich ihre persönlichen Photos auf dem PC an. Fast 20 %
schauen DVDs auf dem PC.
* Forrester Research: Benchmark 2007
„State of Consumer and Technology“
Young Explorers
Urban ProfessionalIndependent Intellectual
Early
Adopters*
Free Entrepreneurs
TechnologyoptimistsMiddle
tohighincome
Technologyoptimists
Lowtomiddleincome
EARLY ADOPTERS*
Key Attribute:
•Nnutzen multiple Geräte
(Mobile phone 85%, Laptop 55%, MP3 Player
49%, video phone 22%)
• 25-45
• ~70% männlich
• Tech Liebhaber
• Haushaltsgröße: 1-3
• Haushaltseinkommen: Mittel
bis Hoch
• Hoher Bildungstandard
• Obere Mittelschicht bis
Oberschicht
Marktgröße:
Nordamerika Markt
1/3 der Bevölkerung
(~77 Millionen US Erwachsene)
* Forrester Research: Benchmark 2007
„State of Consumer and Technology“
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9. Level Two Target Groups (by technology adoption)
Early
Adopters
Mainstream Users*
Key Attributee:
• Nutzen multiple Geräte
• Alter: 18-60
• ~55-60% male
• Technologie-affin
• Haushaltsgröße: 1-3
• Haushaltseinkommen:
niedgrig oder mittel bis hoch
• Alle Bildungsschichten
• Unter- und Mittelschicht
* Forrester Research: Benchmark 2007
„State of Consumer and Technology“
Modern Families Silver TraditionalistsEstablished Classics
Entertainment Fan Lifestyle Teens
Technologyfollowers
Middletohighincome
* Forrester Research: Benchmark 2007
„State of Consumer and Technology“
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10. Brian (32, software architect)
Just finished his PhD on virtual
computing and is seeking to
become a senior consultant.
He just spend 3 months traveling
through India and now prepares his
animated slide show to put on his
Web log
Detailed Descriptions
Independent Intellectuals
• Gender: 25% female, 75 % male
• Age: 20-35
• Education: High to highest
• Tech Level: High to highest
• Position: Middle to highly-qualified Positions
• Income: Still student or high income
• Household size: 1-2 person
Werte & Interessen
• Values: Community / Solidarity / Culture / Society / Freedom
• Interests: Computer (67%), Consumer Electronics (58%), Science: 66 %, Sports (44%), Society (42%)
Mediennutzung
• TV: Selected usage of public formats, Action and SciFi
• Print: Intense usage with high level of information requirement (die Zeit, FAZ, c’t, GEO, National Geographic etc.)
• Online: Intense and selective usage of auctions, sports, health- and nutrition tips
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11. Tina
(41 – architect)
Convinced by city-life she enjoys
urban diversity, anonymity and
freedom.
She loves to socialize and es
interested in her social
environment
Detailed Descriptions
Urban Professionals
• Gender: 26,9 % female, 73,1 % male
• Age: 29-55
• Education: Middle to highest
• TechLevel: Middle to high
• Profession: Qualified to leadership employee
• Income: Middle to high
• Household: Single- and 2-3 people
Werte & Interessen
• Values: Freedom / Independence / Culture / Society
• Interests: News: 79,4 % / Computers: 69,9 % / Science: 67,5 % / Economics: 52,8 % / Finance: 44,6 %
Mediennutzung
• TV: Selectively search for information on public formats
• Print: Take their time for reading their newspaper
• Online: Using Internet mainly for obtaining information at their job
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12. Simon & Paula
(38, 27 – art directors)
Their ideal is to be professionally
independent and free. The are
willing to spend most of their
time working on their own
account. Despite very little
leisure time they are quite active.
Detailed Descriptions
Free Entrepreneurs
• Gender: 24,5 % female, 75,5 % male
• Age: 20 – 55
• Education: Middle to high
• TechLevel: Middle to high (technology followers)
• Profession: Entrepreneurs, freelancer (artists, craftsmen, architects, musicians, designers etc.)
• Income: All
• Household: 2-4
Werte & Interessen
• Values: Freedom / Independence / Possession / Wealth / Success
• Interests: Economics: 59,3 % / Telecommunication: 56,3 % / Traveling: 53,6 % / Nutrition: 49,3 % / Finance: 47,4 %
Mediennutzung
• TV: Very few, but selective search for Information
• Print: Intense reading of finance and economic magazines
• Online: Frequent and intense usage of information services
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13. Pat (24, student)
Wants to live as intense as possible.
Snowboarding, parasailing,
traveling and action games – he is
loving it.
Seeks for new experiences and
wants to be something special
Detailed Descriptions
Young Explorers
• Gender: 45,3 % female, 54,7 % male
• Age: 20-29
• Education: Middle to high
• Tech Level: High
• Profession: Qualified employee, freelancer, students
• Income: Low to middle
• Household: Single or 2 person
Werte & Interessen
• Values: Freedom / Independence / Community / Solidarity
• Interests: music: 66,5 % / society: 45,5 % / lifestyle: 39,7 % / shopping: 36,7 % / mode: 32,7 %
Mediennutzung
• TV: Conscious and selective usage, mainly comedies
• Print: Lifestyle magazines are to inform in latest trends
• Online: Strong usage at workplace/university, mainly search engines, events, cinema program
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14. Steve (45, builder)
Loves soccer and racing. Never
misses a Formula 1 race or the
next Red Hot Chili Pepper Concert.
Just bought a new entertainment
system so he can invite his friends
for the next soccer match.
Detailed Descriptions
Entertainment Fan
• Gender: 10% female, 90 % male
• Age: 30-59
• Education: Low to middle
• TechLevel: Middle
• Education: Workers
• Income: Low to middle
• Household: 2-4 person
Werte & Interessen
• Values: Security / Structure / Moral / Discipline / Tradition
• Interests: Computer (83%), Consumer Electronics (64%), Telecommunications: 75 %
Mediennutzung
• TV: often and intensive use of entertainment programs, series and talk shows
• Print: Newspaper and Magazines are read but not in detail (BILD)
• Online: Average Usage very focused on topics (TV-Program, Sport, Technology)
Materialistic prostitution – he is loving it.
Through brand symbols of consumer electronics
– TV, computer, mobile phone, iPod – the are
defining their level in society and try to get over
their fear of existence
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15. Janette (15) & Patrick (17)
Always hang out together with
their friends after school. Like to
take photos an videos from their
social life and share it with their
favorite music with others.
They love to socialize and be
always up to date with the
gossips and latest trends.
Detailed Descriptions
Back to Overview
Lifestyle Teens
• Gender: 43% female, 57 % male
• Age: 14-19
• Education: Middle
• TechLevel: Middle
• Education: Pupils, some workers
• Income: Low to none
• Household: 3-4 in family
Werte & Interessen
• Values: Community / Solidarity / Possession / Rich / Success
• Interests: Music (80%), Consumer Electronics (61%), Sport: 63 %, Lifestyle 50%, Fashion 44%
Mediennutzung
• TV: Entertainment and Leisure media, soaps and game-shows
• Print: Magazines on Fashion and Lifestyle (Bravo, Joy, Glamour etc.)
• Online: targeted search for information on cinema and celebrity-news
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16. Helen (34, chemical assistant)
Rob (42, Banking Officer)
Lola (4, child)
They just bought their first home and
love to take videos of their daughter
at their new house.
They usually invite other parents for
barbecue on the weekends.
The live a normal live and go shopping
for special offers.
Detailed Descriptions
Modern Families
• Gender: 40,2 % female, 59,3 % male
• Age: 25-55
• Education: Middle
• TechLevel: Low to middle
• Profession: Simple to qualified employee
• Income: Middle
• Household: Mainly families
Werte & Interessen
• Values: Security / Regularity / Tradition / Customs
• Interests: Computer: 70,2 % / Music: 66,4 % / Health: 62,5 % / Living: 52,8 % / Nutrition: 50,6 %
Mediennutzung
• TV: Frequent usage, quite often as side-entertainment
• Print: Only little usage, mainly guidebooks
• Online: Used mainly to obtain information and for cheap shopping
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17. • Gender: 21,1 % female, 78,9 % male
• Age: 30-59
• Education: Highest
• Profession: Freelancer, Entrepreneur
• Income: High to highest
• Household: 2-3 Personen
Werte & Interessen
• Values: Self-consciousness / confident / culture / society
• Interests: news: 84,4 % / politics: 67,0 % / economics: 60,1 % / culture: 57,3 % / traveling : 50,5 %
Mediennutzung
• TV: Very little, sincere information and cultural channels
• Print: Daily newspapers and economic magazines are read often and intensely
• Online: Very popular, used frequently and intense
Paul & Peta
(52, 44 – entrepreneurs)
They are running a logistics
company and have only very
limited time apart from their job
and social commitments (dinner
with business partner, opera
visits and charity gatherings).
Their only son is now at boarding
school and they are now enjoying
their time together doing short-
trips to European cities and
Detailed Descriptions
Established Classics
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18. • Gender: 19,5 % female, 80,5 % male
• Age: 55
• Education: Middle to high
• Profession: Middle to leadership position
• Income: Middle to high
• Household: Mainly 2 person
Werte & Interessen
• Values: Moral / Discipline / Culture / Society / Tradition / Customs
• Interests: News: 86,5 % / Politics: 69,7 % / Health: 67,0 % / Economy: 58,4 % / Traveling: 55,7 %
Mediennutzung
• TV: Frequent usage for education and learning, broad channel usage
• Print: Read almost everything, frequently and intense
• Online: Usage for further information for latest news
Sam & Mary
(67 – retired)
They are in their best years and
already achieved enough.
A comfortable home and family
are main priority
Detailed Descriptions
Silver Traditionalist
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Kontakt
Rebecca Rutschmann
LIVEVENTURE
PR |Social Media| Kommunikation | Coaching
Parkstr. 7 | 76131 Karlsruhe
Telefon 0721 6288896 | Mobil 0176 63209615
rr@liveventure.de