Zielgruppenbestimmung mit Sinus Milieus im IT Marketing

Sinus MilieusZielgerichtetes 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

AnwendungSinus-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.


Sinus-Milieus 2009 (Sinus Sociovision )


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


Upper Class

Middle Class

Social Class

Upper Middle Class

Lower Middle Class

Communication & Identification Career & Family

Re-Orientation & Enjoyment

10 - 19years

20 - 29years

30 – 39years

40 - 49years

50 - 59years

60 andolder

Lifes

tyle

Tee

ns ~

10%

Entertainment Fan ~ 6,5 %

Independent Intellectuals

~ 9 %

YoungExplorers ~ 24 %

Established Classics ~ 6 %

Urban Professionals ~ 16 %

Modern Families ~ 4 %

Modern Persumers ~8 %

Seni

orTr

aditi

onali

sts ~

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


Nero General Target Groups (by technology affinity)

Young Explorers

Modern Families Silver TraditionalistsEstablished Classics

Entertainment Fan Lifestyle Teens MainstreamUsers*

Urban ProfessionalIndependent Intellectual

Early Adopters*

Free EntrepreneursTech

nolo

g op

timis

ts M

iddl

e to

hi

gh in

com

eTe

chno

logy

opti

mis

ts

Low

to m

iddl

e in

com

eTe

chno

logy

follo

wer

s M

iddl

e to

hig

h in

com

e

* Forrester Research: Benchmark 2007 „State of Consumer and Technology“


Level One Target Groups (by technology adoption)

Urban Professional

Young Explorers

Independent Intellectual Free Entrepreneurs

Tech

nolo

gy o

ptim

ists

Lo

w to

mid

dle

inco

me

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.


Young Explorers

Urban ProfessionalIndependent Intellectual

Early Adopters*

Free EntrepreneursTech

nolo

gy o

ptim

ists

Mid

dle

to h

igh

inco

me

Tech

nolo

gy o

ptim

ists

Lo

w to

mid

dle

inco

me

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)



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

Tech

nolo

gy fo

llow

ers

Mid

dle

to h

igh

inco

me



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


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


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


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.


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


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


Young Explorers• Gender: 45,3 % female, 54,7 % male

• Age: 20-29


• 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


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.


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


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.


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


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.


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


• 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


Established Classics


• Gender: 19,5 % female, 80,5 % male

• Age: 55


• 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


Silver Traditionalist


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

[email protected]

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Zielgruppenbestimmung mit Sinus Milieus im IT Marketing