Users of geodata, digital geomedia and Geographic Information Systems form a highly diverse audience. Their roles range from technical experts to general users, and they come from different disciplines such as natural and social sciences, planning as well as education. Due to their different roles, backgrounds and skills, users have different needs that require the provision of user-centered geospatial products that also include supporting materials. The literature emphasizes that for successful use of geo-products, the target group and its sub-target groups must be identified and their requirements considered. This is particularly important for those for whom the use of geodata, digital geomedia or GIS is not a central aspect of their work, as is the case, for example, in non-formal education for sustainable development (ESD). But do subgroups of ESD-practitioners differ in their digital geomedia use, and how can their needs be considered? These questions are being investigated within the ESDplus project, which aims to promote the use of digital geomedia in ESD. An online survey among ESD-practitioners in German-speaking countries and several workshops with ESD-practitioners allowed to characterize different subgroups based on their digital geomedia use in ESD and to develop subgroup-centered recommendations for tailored information provision and training to support the integration of the use of digital geomedia in ESD. The findings obtained are also important for the development of other subgroup-centered geo-products relevant to GIS-laypeople like geoportals.