ICON
ICON
This dataset shows how Spotzi Global Audiences are distributed across Germany. Global Audiences are geographic audience segments that help organizations understand who people are, where they live, and how different areas compare.
The audiences are created by combining demographic data, income indicators, and consumer behavior information from multiple sources. Together, this results in 15 clear and consistent audience profiles that are easy to understand, reliable over time, and comparable across countries.
Understanding people in offline environments such as retail areas and out-of-home (OOH) locations is often challenging. By combining Global Audience data with mobile location data, Spotzi makes this much easier.
Mobile location data is used to understand where visitors come from, while Global Audiences describe who those visitors are. This creates clear, aggregated visitor profiles for any location.
The result is a practical, privacy-safe way to gain deeper insight into real-world locations and the people connected to them.
This dataset is suitable for a wide range of use cases, including:
Yes. The Health & Wellness audiences are fully activation-ready and can be used for online marketing campaigns with targeting at postcode level or even mobile device level, depending on the advertising platform.
Yes. All data is fully anonymized and aggregated and complies with applicable privacy regulations, including GDPR. No individuals can be identified or re-identified from this dataset.
Rising ProfessionalsYoung professionals in the city, focused on career advancement and personal growth. They are willing to invest in their future and present themselves professionally. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Starbucks, Dean & David |
Automotive Tesla, BMW |
Clothing & Apparel Hugo Boss, COS |
Technology Apple, Microsoft |
TrendsettersYoung, high-earning individuals who are at the forefront of new trends and technology. They are early adopters and influence others with their choices. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Oatly, specialty cafés |
Automotive Tesla, Polestar |
Clothing & Apparel Adidas Y-3, Acne Studios |
Technology Apple, Dyson |
City DwellersYoung, curious individuals who are experiencing city life to the fullest. They prioritize new experiences, travel, and cultural immersion over material possessions. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Lieferando, local breweries |
Automotive Public transport |
Clothing & Apparel Zara, Weekday |
Technology Spotify |
Family BudgetA family-focused segment that is fiscally responsible. They are highly motivated by value, practicality, and providing a stable life for their children. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Aldi, Edeka |
Automotive Skoda, Volkswagen |
Clothing & Apparel C&A, H&M |
Technology Samsung |
The Country FamilyFamilies who embrace a self-sufficient, sustainable lifestyle. They are hands-on, value hard work, and are interested in products for gardening, farming, and homesteading. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Local produce |
Automotive Subaru, Toyota |
Clothing & Apparel Decathlon, Carhartt |
Technology Bosch |
The Serene SuburbansA group of people who've chosen a peaceful lifestyle outside the city. They curate their environment for aesthetics and calm, prioritizing a beautiful home and a better work-life balance. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Edeka Premium |
Automotive Volvo, Audi |
Clothing & Apparel Arket |
Technology Sonos |
The Savvy SaverIndividuals and families with limited disposable income who are experts at stretching their budget. They are resourceful and prioritize function over form. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Aldi, Netto |
Automotive Dacia |
Clothing & Apparel Primark |
Technology Xiaomi |
Rustic EldersOlder individuals, likely on a fixed income, who value stability and security. They are cautious with their spending and are most interested in products that improve their health and comfort. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Traditional brands |
Automotive Toyota |
Clothing & Apparel comfort brands |
Technology Doro |
The Working ClassThis segment is the working-class backbone of the city. They are practical, focused on their daily routine, and motivated by convenience and affordability. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks McDonald’s |
Automotive Ford |
Clothing & Apparel H&M |
Technology Motorola |
The Established EliteHighly successful professionals and entrepreneurs who enjoy a luxurious, exclusive lifestyle. Their spending is driven by a desire for status, quality, and unique experiences. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Michelin dining |
Automotive Porsche |
Clothing & Apparel Hugo Boss |
Technology Bang & Olufsen |
The Affluent IndividualAffluent, independent individuals who are not married or do not have children at home. Their spending is on personal passions, luxury goods, and exclusive travel. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Nespresso |
Automotive BMW, Tesla |
Clothing & Apparel Hugo Boss |
Technology Apple |
The Executive FamilyHigh-net-worth families focused on providing the best for their children. Their spending is on premium education, exclusive family experiences, and high-end goods. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Organic brands |
Automotive Audi, Volvo XC |
Clothing & Apparel Ralph Lauren |
Technology Google Nest |
Young Metro SinglesSingle, independent individuals in the city who prioritize their personal freedom and convenience. Their purchases are often for small-scale items and services that simplify their solo lifestyle. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Lieferando |
Automotive Car sharing |
Clothing & Apparel Uniqlo |
Technology Apple |
Mature Independent SpiritsA sophisticated but independent individual who values timeless quality and personal passions over fleeting trends. They have a good income but a minimalist mindset. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks Illy |
Automotive Lexus |
Clothing & Apparel Gant |
Technology Bose |
Home & HarmonyIndividuals or families who have moved from the city to the suburbs seeking a quieter, more balanced life. They invest in their home and wellness. |
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Psychographics
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Key Drivers & Needs
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| Food & Drinks HelloFresh |
Automotive Volvo |
Clothing & Apparel Arket |
Technology Withings |
