SlideShare a Scribd company logo
Sinus Milieus
Zielgerichtetes Marketing mit
Rebecca Rutschmann | 17. März 2010 | Cyber Forum Karlsruhe
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.
17.03.2010 2Marketing RoundTable CyberForum: Sinus-Milieus IT
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.
17.03.2010 3Marketing RoundTable CyberForum: Sinus-Milieus IT
Sinus-Milieus 2009 (Sinus Sociovision )
17.03.2010 4Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 5Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 6Marketing RoundTable CyberForum: Sinus-Milieus IT
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“
17.03.2010 7Marketing RoundTable CyberForum: Sinus-Milieus IT
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“
17.03.2010 8Marketing RoundTable CyberForum: Sinus-Milieus IT
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“
17.03.2010 9Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 10Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 11Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 12Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 13Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 14Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 15Marketing RoundTable CyberForum: Sinus-Milieus IT
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
17.03.2010 16Marketing RoundTable CyberForum: Sinus-Milieus IT
• 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
17.03.2010 17Marketing RoundTable CyberForum: Sinus-Milieus IT
• 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
17.03.2010 18Marketing RoundTable CyberForum: Sinus-Milieus IT
17.03.2010 Marketing RoundTable CyberForum: Sinus-Milieus IT 19
Kontakt
Rebecca Rutschmann
LIVEVENTURE
PR |Social Media| Kommunikation | Coaching
Parkstr. 7 | 76131 Karlsruhe
Telefon 0721 6288896 | Mobil 0176 63209615
rr@liveventure.de

More Related Content

Similar to Zielgruppenbestimmung mit Sinus Milieus im IT Marketing

ICSMM '17 | Socio-spatial differences in German online milieus | University o...
ICSMM '17 | Socio-spatial differences in German online milieus | University o...ICSMM '17 | Socio-spatial differences in German online milieus | University o...
ICSMM '17 | Socio-spatial differences in German online milieus | University o...
Knut Linke
 
Sony PPT 1-1.pdf
Sony PPT 1-1.pdfSony PPT 1-1.pdf
Sony PPT 1-1.pdf
SwetankBhushan
 
Telling Our Stories 5Mar14
Telling Our Stories 5Mar14Telling Our Stories 5Mar14
Telling Our Stories 5Mar14
S. Leslie McIntosh
 
Ali toronto november 2012 so me govt
Ali toronto november 2012 so me govtAli toronto november 2012 so me govt
Ali toronto november 2012 so me govt
Genome Alberta
 
Digital Launch Strategy
Digital Launch StrategyDigital Launch Strategy
Digital Launch Strategy
Amy Barnes
 
Social Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research CentreSocial Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research Centre
Axel Bruns
 
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With ThemThe Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
KDMC
 
Learning by « hanging around » : how teens are talking about brands and consu...
Learning by « hanging around » : how teens are talking about brands and consu...Learning by « hanging around » : how teens are talking about brands and consu...
Learning by « hanging around » : how teens are talking about brands and consu...
Alexandre Coutant
 
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D Group
 
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
Axel Bruns
 
MKT 380 Week 3
MKT 380 Week 3MKT 380 Week 3
MKT 380 Week 3
Michael Germano
 
Social media 101 hands on workshop
Social media 101 hands on workshopSocial media 101 hands on workshop
Social media 101 hands on workshop
Utomo Prawiro
 
Information exchange through social media (NCVO Annual Conference 2012)
Information exchange through social media (NCVO Annual Conference 2012)Information exchange through social media (NCVO Annual Conference 2012)
Information exchange through social media (NCVO Annual Conference 2012)
NCVO - National Council for Voluntary Organisations
 
Why You Need a Social Media Policy
Why You Need a Social Media PolicyWhy You Need a Social Media Policy
Why You Need a Social Media Policy
Dave Tinker, CFRE
 
Larrys Presentation5.17. 1
Larrys Presentation5.17. 1Larrys Presentation5.17. 1
Larrys Presentation5.17. 1
phileilerpr
 
Developing%20a%20 Plan%20and%20a%20 Policy
Developing%20a%20 Plan%20and%20a%20 PolicyDeveloping%20a%20 Plan%20and%20a%20 Policy
Developing%20a%20 Plan%20and%20a%20 Policy
RonMiaso
 
The power of social media
The power of social mediaThe power of social media
The power of social media
Chamara Nanayakkara
 
Knowledge Extraction from Social Media
Knowledge Extraction from Social MediaKnowledge Extraction from Social Media
Knowledge Extraction from Social Media
Seth Grimes
 
Mobile publishing - a chance for a digital do-over
Mobile publishing - a chance for a digital do-overMobile publishing - a chance for a digital do-over
Mobile publishing - a chance for a digital do-over
Claus Enevoldsen
 
Megatrends fact sheets 2016 v sample light
Megatrends fact sheets 2016 v sample lightMegatrends fact sheets 2016 v sample light
Megatrends fact sheets 2016 v sample light
Frederic De Meyer
 

Similar to Zielgruppenbestimmung mit Sinus Milieus im IT Marketing (20)

ICSMM '17 | Socio-spatial differences in German online milieus | University o...
ICSMM '17 | Socio-spatial differences in German online milieus | University o...ICSMM '17 | Socio-spatial differences in German online milieus | University o...
ICSMM '17 | Socio-spatial differences in German online milieus | University o...
 
Sony PPT 1-1.pdf
Sony PPT 1-1.pdfSony PPT 1-1.pdf
Sony PPT 1-1.pdf
 
Telling Our Stories 5Mar14
Telling Our Stories 5Mar14Telling Our Stories 5Mar14
Telling Our Stories 5Mar14
 
Ali toronto november 2012 so me govt
Ali toronto november 2012 so me govtAli toronto november 2012 so me govt
Ali toronto november 2012 so me govt
 
Digital Launch Strategy
Digital Launch StrategyDigital Launch Strategy
Digital Launch Strategy
 
Social Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research CentreSocial Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research Centre
 
The Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With ThemThe Media Zones Where People Live And How To Connect With Them
The Media Zones Where People Live And How To Connect With Them
 
Learning by « hanging around » : how teens are talking about brands and consu...
Learning by « hanging around » : how teens are talking about brands and consu...Learning by « hanging around » : how teens are talking about brands and consu...
Learning by « hanging around » : how teens are talking about brands and consu...
 
EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010EHS 4D: Social Media Seminar: NOV 2010
EHS 4D: Social Media Seminar: NOV 2010
 
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
‘Big Social Data’ in Context: Connecting Social Media Data and Other Sources
 
MKT 380 Week 3
MKT 380 Week 3MKT 380 Week 3
MKT 380 Week 3
 
Social media 101 hands on workshop
Social media 101 hands on workshopSocial media 101 hands on workshop
Social media 101 hands on workshop
 
Information exchange through social media (NCVO Annual Conference 2012)
Information exchange through social media (NCVO Annual Conference 2012)Information exchange through social media (NCVO Annual Conference 2012)
Information exchange through social media (NCVO Annual Conference 2012)
 
Why You Need a Social Media Policy
Why You Need a Social Media PolicyWhy You Need a Social Media Policy
Why You Need a Social Media Policy
 
Larrys Presentation5.17. 1
Larrys Presentation5.17. 1Larrys Presentation5.17. 1
Larrys Presentation5.17. 1
 
Developing%20a%20 Plan%20and%20a%20 Policy
Developing%20a%20 Plan%20and%20a%20 PolicyDeveloping%20a%20 Plan%20and%20a%20 Policy
Developing%20a%20 Plan%20and%20a%20 Policy
 
The power of social media
The power of social mediaThe power of social media
The power of social media
 
Knowledge Extraction from Social Media
Knowledge Extraction from Social MediaKnowledge Extraction from Social Media
Knowledge Extraction from Social Media
 
Mobile publishing - a chance for a digital do-over
Mobile publishing - a chance for a digital do-overMobile publishing - a chance for a digital do-over
Mobile publishing - a chance for a digital do-over
 
Megatrends fact sheets 2016 v sample light
Megatrends fact sheets 2016 v sample lightMegatrends fact sheets 2016 v sample light
Megatrends fact sheets 2016 v sample light
 

Recently uploaded

❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
GraceKohler1
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
Ksquare Energy Pvt. Ltd.
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
Alexandra Fulford
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
APCO
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
TTop Threads
 
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
taqyea
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
my Pandit
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
katiejasper96
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
Rbc Rbcua
 

Recently uploaded (20)

❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
 
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
一比一原版(QMUE毕业证书)英国爱丁堡玛格丽特女王大学毕业证文凭如何办理
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
 

Zielgruppenbestimmung mit Sinus Milieus im IT Marketing

  • 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. 17.03.2010 2Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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. 17.03.2010 3Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 4. Sinus-Milieus 2009 (Sinus Sociovision ) 17.03.2010 4Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 5Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 6Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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“ 17.03.2010 7Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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“ 17.03.2010 8Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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“ 17.03.2010 9Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 10Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 11Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 12Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 13Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 14Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 15Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 16Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 17Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 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 17.03.2010 18Marketing RoundTable CyberForum: Sinus-Milieus IT
  • 19. 17.03.2010 Marketing RoundTable CyberForum: Sinus-Milieus IT 19 Kontakt Rebecca Rutschmann LIVEVENTURE PR |Social Media| Kommunikation | Coaching Parkstr. 7 | 76131 Karlsruhe Telefon 0721 6288896 | Mobil 0176 63209615 rr@liveventure.de

Editor's Notes

  1. Die wissenschaftliche Hintergrundidee der Sinus-Milieus sind die Sozialen Milieus des französischen Soziologen Émile Durkheim.
  2. Der Begriff wurde von der Firma Sinus Sociovision geschützt.