Graduates/students with a STEM focus in 2022 [TARGET GROUP MATRIX]
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Living situation
Name Name (male): Jan, Lukas, Niklas, Tim, Jannik Name (female): Anna, Sarah, Laura, Vanessa, Julia
Age 18 - 29 years: 100% 30 - 49 years: 0% 50 - 64 years: 0%
Gender Male: 57% Female: 43%
Marital status In a relationship: 40% Single / unmarried: 34% Married: 25% Divorced / widowed: 0% I'd rather not say: 0%
State North Rhine-Westphalia: 25% Bavaria: 15% Baden-Württemberg: 12% Hesse: 10% Berlin: 7% Lower Saxony: 7% Rhineland-Palatinate: 5% Brandenburg: 3% Hamburg: 3% Saxony: 3% Saxony-Anhalt: 3% Thuringia: 3% Bremen: 2% Mecklenburg-Western Pomerania: 1% Saarland: 0% Schleswig-Holstein: 0%
Size of residence 100.000 up to 500.000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 32% 20.000 up to 100.000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 18% 5.000 up to 20.000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 15% 1.000.000 up to 5.000.000 inhabitants (Cologne): 15% 500.000 up to 1.000.000 inhabitants (Dortmund, Düsseldorf, Essen): 14% Under 5.000 Inhabitants (Hallenberg, Marienmünster, Heimbach): 6%
Housing situation Rental house / rental apartment: 68% Owner-occupied house/flat: 32%
Household size 2 Persons: 41% 1 Person: 21% 3 Persons: 19% 4 Persons: 14% 5 or more persons: 6%
Annual household income 50.400 up to 69.600 Euro: 16% 36.000 up to 50.400 Euro: 15% 69.600 up to 91.200 Euro: 14% Less than 18.000 euros: 13% I'd rather not say that: 12% 26.400 up to 36.000 Euro: 8% 91.200 up to 117.600 Euro: 7% 18.000 up to 21.600 Euro: 6% More than 148.800 Euro: 6% 21.600 up to 26.400 Euro: 3% 117.600 up to 148.800 Euro: 1%
Children under 14 in the household No children: 72% 1 Child: 17% 2 Children: 8% 3 Children: 2% 4 Children: 0% 5 or more children: 0%
Training Bachelor or comparable: 63% Master's degree or comparable: 32% Doctoral degree or comparable: 6% No formal education: 0% Elementary school: 0% Hauptschulabschluss, Realschulabschluss, mittlere Reife: 0% University entrance qualification / Abitur: 0% Vocational training (journeyman / master craftsman): 0%
Vehicle ownership Bicycle: 88% Car: 86% E-bike: 19% Motorcycle: 19% Scooters (like Vespa): 12% None of the above: 2%
Impact of the COVID-19 pandemic I worked more from home: 62% I have changed vacation plans or canceled vacations: 59% I buy more online (whether products or services): 57% I avoid personal encounters with other people: 55% I have experienced anxiety and feelings of stress: 41% I have tried to spend less money: 38% My financial situation has deteriorated: 24% None of the above: 3%
Insurances by type Car insurance: 35% Personal liability insurance: 33% Accident insurance: 25% Life insurance: 21% Household contents insurance: 20% Legal expenses insurance: 18% Building insurance: 12% Other(s): 5% I don't know: 5% I have no insurances: 3%
Diets and nutrition I do not follow any dietary rules: 36% Low-carb / no-carb: 17% Lactose-free (no dairy products): 13% Gluten-free: 9% Vegetarian: 9% Vegan: 6% Other(s): 2%
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Personal characteristics & attitudes
Hobbies and interests Meeting friends: 59% Doing sport and fitness: 55% Outdoor activities: 55% Read: 45% Cooking and baking: 44% Travel: 44% Technology and computers: 42% Video games: 40% Board and card games: 31% Pets: 27% DIY and arts and crafts: 26% Gardening and plants: 26% Meditation and wellness: 26% Photography: 25% Making music: 23% Cars and vehicles: 22% Writing: 20% Other(s): 4% I don't know: 1%
Important aspects of life A happy relationship: 58% Security: 38% Enjoy life: 37% Be successful: 35% Leading an honest and respectable life: 32% Making my own decisions: 28% New learning: 28% Social justice: 22% Advance in my career: 19% Traditions: 4%
A look at the personal future Rather optimistic: 48% Neither optimistic nor pessimistic: 23% Very optimistic: 19% Rather pessimistic: 6% Very pessimistic: 2% I don't know: 2%
Attitude towards innovation I like to keep up with the latest technology: 54% I like to try out innovative products: 52% I only buy new technologies if they have been tried and tested in practice: 35% Among my friends, I'm usually the first to try out new technology: 25% The products I buy must meet the highest standards: 25% Always having the latest technology is important to me: 20% None of the above: 3%
Types of innovation adaptation Early majority: 47% Latecomers: 19% Early adopters: 18% Late majority: 13% Innovators: 3%
Food attitudes I actively try to eat healthily: 72% I avoid artificial flavorings and preservatives: 55% I try to eat less meat: 55% Food must be convenient and fast: 36% I hardly have time for a proper meal: 23% I don't like cooking: 21% I follow a strict diet for health reasons: 19% I have one or more food intolerances: 13% None of the above: 2%
Internet settings I could no longer imagine life without the Internet: 69% It is important to me to have good mobile Internet reception anytime and anywhere: 56% Mobile phone reception is good in the area where I live: 50% I protect my data: 47% I am well protected against viruses and data misuse: 41% I am worried that my data is being misused on the Internet: 38% Storing confidential data online is too insecure for me: 34% The latest mobile communications standard is very important to me (5G): 19% None of the above: 0%
Attitudes towards digital media I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 69% Digital services enable me to discover new and exciting content: 57% Best picture and sound quality is important to me: 57% I prefer digital content because it's easier to manage: 54% I use alternative websites or apps to consume paid content for free: 37% It's too expensive to be able to afford all the streaming services I want: 37% I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 29% None of the above: 0%
Attitudes towards services I like to organize my life with my smartphone: 65% I tend to book services online: 40% I am happy to pay for services that make my life easier and more convenient: 30% I prefer services with personal contact: 30% I am often dissatisfied with services: 18% None of the above: 5%
Attitudes towards health care I would like to do more for my health: 74% I could imagine online consultation hours via app or online chat: 63% I actively do something to stay healthy: 60% I can imagine getting a prescription for cannabis for medical reasons: 49% I undergo regular medical examinations: 49% Patients have to pay too much for medication and medical treatment: 34% The healthcare system often lets patients down: 29% I prefer alternative healing methods to classical medicine: 20% None of the above: 0%
Attitudes to travel When I travel, I use my smartphone as a travel guide: 60% I want to experience something unique when I travel: 56% When traveling, I always make sure to take the cheapest offer: 35% When I travel, I book accommodation, rental cars etc. spontaneously using my smartphone: 30% Sustainable travel is important to me: 30% Fear of terrorist attacks and political crises influence my travel behavior: 21% None of the above: 0%
Attitudes towards personal finances I could imagine handling all financial matters exclusively online: 74% I am fully aware of my financial situation: 63% I could imagine managing all my financial matters exclusively via smartphone: 31% I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 31% I am worried about my financial future: 31% I can imagine getting all my financial services from internet companies like Apple or Google: 20% Managing my personal financial affairs is too complicated for me: 17% None of the above: 0%
Attitudes towards mobility Owning a car is important to me: 58% I would like to switch to more environmentally friendly means of transport: 53% Driving is bad for the environment: 51% I am a car enthusiast: 51% I can imagine getting into a self-driving cab: 51% Public transport in my region is good: 47% There are not enough parking spaces in my neighborhood: 42% I spend too much time commuting: 33% None of the above: 0%
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Media use & consumption
Advertising touchpoints Video portals (e.g. YouTube): 63% Social media websites and apps: 58% Search engines: 55% Online stores: 50% Other apps (smartphone / tablet / console / PC / smart TV): 41% Other(s): 41% Websites and apps of brands and products: 38% Newsletter: 35% Video streaming services (e.g. Netflix, Amazon Prime): 35% Music portals and streaming services (e.g. Spotify): 31% Editorial websites and apps (e.g. news sites and magazines): 30% Video games (smartphone / tablet / console / PC / smart TV): 28% Blogs / Forums: 26% I don't know: 3% I have not come across any digital advertising: 0%
Use of publishing media Podcasts: 60% ePaper / online news websites: 43% Books (Print): 40% E-mags / magazine websites (on topics such as fashion, sport, ...): 40% eBooks: 37% Audiobooks (Download): 34% Daily newspapers (print): 34% Magazines (print): 31% Weekly newspaper (print): 26% None of the above: 0%
Consumption of magazines and weeklies by brand Other(s): 31% Cosmopolitan: 25% The Mirror: 25% The time: 19% Colorful: 13% Sport Bild: 13% Glamour: 13% Bild am Sonntag: 13% Hörzu: 6% I haven't read any in the last 3 months: 6% Vogue: 6% star: 6% Rolling Stone: 6% National Geographic: 6% kicker: 6% Gala: 6% Focus: 6% Elle: 6% Brigitte: 6% TV Digital: 0% TV Spielfilm: 0% Image of the woman: 0%
Social network usage by brand YouTube: 85% Instagram: 73% Facebook: 70% Snapchat: 53% TikTok: 48% Twitch: 43% Pinterest: 40% Reddit: 40% Twitter: 38% LinkedIn: 35% Yodel: 23% XING: 18% Tumblr: 13% Flickr: 10% WeChat: 8% Other(s): 3%
Use of social networks by frequency Daily: 75% Several times a week: 18% Once a week: 5% Once a month: 3% Several times a month: 0% Less often: 0% Never: 0%
Activities on social media Private messages sent: 70% Posts liked by other users: 65% Persons followed: 60% Commented on posts: 54% Images / videos posted: 51% Company followed: 39% Text posts / status updates: 38% Posts shared by other users: 37% Posts liked by companies: 33% Company posts shared: 19% I only use social media passively: 8% I have not used social media: 2%
Social media usage by platform type Messengers (like WhatsApp,...): 88% Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 85% Social networks (such as Facebook): 70% Business networks (e.g. LinkedIn): 45% Discussion forums (Reddit, Quora,...): 43% (Micro-)blogging (Twitter, Tumblr, WordPress...): 40% Review platforms (such as Yelp, Tripadvisor ...): 33% Other(s): 8% I use social media irregularly: 0%
Internet usage by device Smartphone: 97% Smart TV: 68% Notebook (without touchscreen): 66% Tablet: 63% Desktop PC: 57% Laptop with touchscreen: 46% Smartwatch: 44% Streaming device (such as AppleTV, Chromecast, ...): 39% Smart speakers (such as Amazon Echo): 36%
Internet access by type Broadband (DSL, cable, ...): 38% Mobile connection via smartphone / tablet: 28% UMTS / GPRS / LTE router: 19% the landlord's/neighbor's wireless connection: 9% Satellite access: 6% Analog (fixed network line): 0% ISDN: 0% Other connection technologies: 0% I don't know: 0% I do not have an internet connection at home: 0%
Media usage by channel (mobile) Internet: 100% TV: 89% Radio: 69% Newspapers: 57% Magazines: 51% Cinema: 50%
Website and online service usage by type Search engines: 98% Online stores: 78% Video websites and apps (such as YouTube): 68% Social media websites and apps: 63% Corporate websites and apps: 50% News websites and apps: 50% Newsletter: 40% Blogs: 28% None of the above: 0%
Purchasing settings When shopping, I look out for special offers: 74% Being well dressed is very important to me: 70% Clothing and shoes must be comfortable first and foremost: 66% I tend to make impulse purchases when I go shopping: 57% I always store in the same stores: 40% None of the above: 0%
Online shopping settings Customer reviews on the Internet are very helpful: 64% Before making a major purchase, I research online: 62% I usually manage regular / recurring orders directly via my smartphone or tablet: 47% When I order something, I prefer express delivery: 28% When I buy an item, I want to have it in my hands on the same day: 21% I miss the shopping experience when I store online: 19% Sometimes I deliberately order more products than I want to keep: 17% None of the above: 4%
Brand Awareness by Category Consumer electronics: 78% Smartphone: 70% Clothing: 65% PC / Notebook: 62% Shoes: 53% Clothing: 50% TV and HiFi: 42% Bags and accessories: 41% Household appliances: 37% Cars, motorcycles, bicycles: 32% Cosmetics and personal care: 28% Food and non-alcoholic beverages: 24% Sports and outdoor products: 20% Alcoholic beverages: 19% Detergents and cleaning agents: 18% Toys and baby products: 13% Furniture and household goods: 13% Stationery and craft supplies: 12% DIY and garden products: 9% Pet supplies: 6% None of the above: 4%
Purchase decision makers by category Clothing, shoes, accessories: 75% Consumer electronics (e.g. TV, smartphones): 72% Goods for daily needs (food, beverages, detergents + cleaning agents, drugstore supplies): 66% Household appliances: 66% Furniture + household goods: 61% Media (video, music, games): 60% Finance & insurance, telecommunications & electricity providers : 59% Travel: 52% Cars, motorcycles, bicycles: 49% Real estate: 45% Toys + baby products: 25% None of the above: 1%
Sources of inspiration for new products Friends and acquaintances: 75% Social media websites and apps: 60% Online stores: 60% In the store: 57% Search engines (such as Google): 57% Video websites and apps (such as YouTube): 55% Brand websites and apps: 45% Customer ratings: 40% Celebrities: 35% Magazines and newspapers: 30% Online forums: 25% Voucher and deal websites and apps: 25% Price comparison websites: 23% Blogs and podcasts: 20% Question/answer websites and apps: 15% Magazine and newspaper websites and apps: 15% None of the above: 0%
Information sources for product research Online stores: 63% Search engines (such as Google): 55% Customer ratings: 45% In the store: 40% Friends and acquaintances: 38% Price comparison websites: 30% Video websites and apps (such as YouTube): 30% Brand websites and apps: 28% Voucher and deal websites and apps: 20% Magazines and newspapers: 20% Online forums: 20% Social media websites and apps: 20% Magazine and newspaper websites and apps: 18% Question/answer websites and apps: 18% Blogs and podcasts: 10% None of the above: 3%
Interest in product categories Clothing: 89% Shoes: 81% Consumer electronics (e.g. TV, smartphones): 77% Books, movies, music & games: 74% Bags + accessories: 72% Food & drink: 70% Travel: 66% Cosmetics + body care: 62% Household appliances: 62% Sports + outdoor products: 62% Drugstore + health products: 60% Furniture + household goods: 53% DIY + garden products: 51% Detergents & cleaning agents,: 45% Bicycles: 43% Stationery + hobby supplies: 43% Cars: 36% Toys + baby products: 28% Pet supplies: 23% Motorcycles: 19% None of the above: 0%
Relevance of digital services Return/exchange products in store that were ordered online: 64% Check online whether the product is available in the store: 60% Home delivery of products purchased in store: 49% Order online and collect in store: 49% Buy in store and return by post: 47% Online store search: 40% Collect ordered products from the store outside opening hours: 40% None of the above: 2%
Online purchases by category Clothing: 72% Shoes: 72% Consumer electronics (e.g. TV, smartphones): 60% Bags + accessories: 55% Cosmetics + body care: 45% Books, movies, music + games (excluding downloads): 30% Stationery + hobby supplies: 28% Household appliances: 26% Toys + baby products: 26% Drugstore + health products: 26% DIY + garden products: 26% Furniture + household goods: 23% Sports + outdoor products: 23% Pet supplies: 11% Other(s): 2% I have never bought anything online: 0% No answer: 0%
Offline purchases by type Clothes / shoe store: 83% Pharmacy: 74% Electronics store: 72% Drugstore / Perfumery: 68% Sports store: 68% DIY / garden market: 62% Department store: 53% Furniture store: 51% Bookstore: 49% Furnishing and decoration store: 45% Wholesale: 38% Jewelry store / jeweler: 36% None of the above: 0%
Online vs. offline product research by category Consumer electronics (e.g. TV, smartphones): 70% Books, movies, music & games: 47% Bags + accessories: 45% Household appliances: 45% Shoes: 45% Clothing: 43% Sports + outdoor products: 40% Drugstore + health products: 34% Furniture + household goods: 34% Cars, motorcycles, bicycles: 32% Cosmetics + body care: 28% DIY + garden products: 28% Stationery + hobby supplies: 23% Toys + baby products: 19% Pet supplies: 11% None of the above: 2%
Online payments by brand PayPal: 93% Klarna: 50% Amazon Pay: 39% Apple Pay: 29% giropay: 25% Google Pay: 25% MoneyGram: 14% Neteller: 11% paydirekt: 11% AfterPay: 7% Trustly: 7% BillPay: 4% Skrill: 4% TransferWise: 4% Masterpass: 0% Other(s): 0%
Food shopping by type Supermarket (usual size): 83% Bakery or bistro: 57% Discounter: 57% Pharmacy: 55% Health food store: 38% Delicatessen counters in supermarkets: 36% Farmers' market: 36% Supermarket (Large): 36% Specialist retailers: 30% Online store / online retail: 26% Mini-market / kiosk: 23% Food voucher providers: 15% Other(s): 2% I do not buy products for daily use: 0%
Cloud service usage Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...): 56% Online data and images stored: 47% Online backup for computers or smartphones: 38% None of the above: 16%
Smartphone by brand Apple: 55% Samsung: 26% Huawei: 13% OnePlus: 3% Realme: 3% OPPO: 0% No answer: 0% I don't know: 0% Other(s): 0% ZTE: 0% Xiaomi/Mi: 0% Sony: 0% Nokia: 0% Motorola: 0% LG: 0% HTC: 0% Google: 0%
TV content preferences by genre Comedies: 53% Sport: 43% Documentaries: 40% Dramas: 40% Horror: 40% News (local or national): 40% Thriller / Mystery / Crime thriller: 37% Science fiction and fantasy: 37% Animation (cartoons, anime,...): 33% Music videos & shows: 30% Reality TV: 27% Talk shows: 27% Game shows: 27% Children's programs: 17% Other(s): 13% Soap operas + telenovas: 7% Religious: 3% I don't know: 0%
Video game preferences by genre Action (platform games, fighting games): 56% Role-playing games: 47% Action adventure: 44% Adventure: 41% Strategy: 38% Casual: 31% Shooters: 31% Simulators: 28% MMORPG (massively multiplayer online role-playing games): 25% Sport: 25% MMO (massively multiplayer online games): 19% MOBA (Multiplayer online battle arenas): 16% Other(s): 6% I don't know: 3%
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