Participants’ background information
| Age | Gender | Status | Favorite digital services | Customer characteristics | Interview duration (min) | |
|---|---|---|---|---|---|---|
| P1 | 22 | Male | Student | Spotify, Discord, YouTube | Uses a lot of different digital services. Considers self a pioneer in their use | 42 |
| P2 | 29 | Female | Employee | Netflix, Spotify, Microsoft Gamepass | Uses digital services according to mood and amount of free time | 38 |
| P3 | 26 | Female | Student | Instagram, Spotify, WhatsApp | Considers self an active user of different, familiar, and safe digital services | 41 |
| P4 | 30 | Female | Student | Spotify, Instagram | Uses digital services according to amount of free time, mostly for entertainment and learning | 52 |
| P5 | 27 | Female | Employee | Facebook, Instagram, Netflix, WhatsApp | Very active user of digital services. Community, social relationships, and sharing own life in digital services are important aspects | 51 |
| P6 | 26 | Female | Employee | Instagram, OP-mobile, WhatsApp | Describes self as a content creator and uses digital services as a hobby. Uses services to socialize with people | 40 |
| P7 | 25 | Male | Student | Snapchat, WhatsApp, YouTube | Considers self an active digital service user. Picks digital services according to close ones’ recommendations | 23 |
| P8 | 31 | Male | Employee | Spotify, BookBeat, Netflix | Actively uses digital services almost all the time as part of daily routines at work and during free time. Considers self to be addicted to certain digital services | 57 |
| P9 | 25 | Male | Student | Reddit, YouTube, Twitch | Favors carefully selected digital services. Digital services help eliminate boring moments in life | 34 |
| P10 | 24 | Male | Student | Spotify, Discord, Twitch | Uses widely different digital services. Values socializing with digital services | 42 |
| P11 | 23 | Female | Employee | YouTube, Discord, Counter-Strike: Global Offensive | Uses digital services daily, mostly for entertainment. Considers self a moderate user of digital services | 35 |
| P12 | 26 | Male | Entrepreneur | Google, Gmail, Counter-Strike: Global Offensive | Active user of digital services at work and during free time. Uses digital services to solve problems | 31 |
| P13 | 31 | Female | Student | Instagram, Spotify, WhatsApp | Active daily user of digital services. Uses digital services to socialize and create content | 37 |
| P14 | 28 | Male | Employee | WhatsApp, Netflix | Uses digital services to solve problems or for entertainment in daily life | 53 |
| Age | Gender | Status | Favorite digital services | Customer characteristics | Interview duration (min) | |
|---|---|---|---|---|---|---|
| P1 | 22 | Male | Student | Spotify, Discord, YouTube | Uses a lot of different digital services. Considers self a pioneer in their use | 42 |
| P2 | 29 | Female | Employee | Netflix, Spotify, Microsoft Gamepass | Uses digital services according to mood and amount of free time | 38 |
| P3 | 26 | Female | Student | Instagram, Spotify, WhatsApp | Considers self an active user of different, familiar, and safe digital services | 41 |
| P4 | 30 | Female | Student | Spotify, Instagram | Uses digital services according to amount of free time, mostly for entertainment and learning | 52 |
| P5 | 27 | Female | Employee | Facebook, | Very active user of digital services. Community, social relationships, and sharing own life in digital services are important aspects | 51 |
| P6 | 26 | Female | Employee | Instagram, | Describes self as a content creator and uses digital services as a hobby. Uses services to socialize with people | 40 |
| P7 | 25 | Male | Student | Snapchat, WhatsApp, YouTube | Considers self an active digital service user. Picks digital services according to close ones’ recommendations | 23 |
| P8 | 31 | Male | Employee | Spotify, BookBeat, Netflix | Actively uses digital services almost all the time as part of daily routines at work and during free time. Considers self to be addicted to certain digital services | 57 |
| P9 | 25 | Male | Student | Reddit, YouTube, Twitch | Favors carefully selected digital services. Digital services help eliminate boring moments in life | 34 |
| P10 | 24 | Male | Student | Spotify, Discord, Twitch | Uses widely different digital services. Values socializing with digital services | 42 |
| P11 | 23 | Female | Employee | YouTube, Discord, Counter-Strike: Global Offensive | Uses digital services daily, mostly for entertainment. Considers self a moderate user of digital services | 35 |
| P12 | 26 | Male | Entrepreneur | Google, Gmail, Counter-Strike: Global Offensive | Active user of digital services at work and during free time. Uses digital services to solve problems | 31 |
| P13 | 31 | Female | Student | Instagram, Spotify, WhatsApp | Active daily user of digital services. Uses digital services to socialize and create content | 37 |
| P14 | 28 | Male | Employee | WhatsApp, Netflix | Uses digital services to solve problems or for entertainment in daily life | 53 |
Source(s): Table created by author
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