Graduates/students with a STEM focus in 2022 [TARGET GROUP MATRIX]

DIV COLUMN (left)

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 prefer not to 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 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 32%.

20,000 to 100,000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 18%

5,000 to 20,000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 15%.

1,000,000 to 5,000,000 inhabitants (Cologne): 15%.

500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 14%.

Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 6%.

Housing situation

Rental house / apartment: 68%

Owner-occupied house/flat: 32%

Household size

2 people: 41%

1 person: 21%

3 persons: 19%

4 persons: 14%

5 or more persons: 6%

Annual household income

50,400 to 69,600 euros: 16%.

36.000 to 50.400 Euro: 15%

69,600 to 91,200 euros: 14%.

Less than 18,000 euros: 13%

I'd rather not say: 12%

26,400 to 36,000 euros: 8%

91,200 to 117,600 euros: 7%

18,000 to 21,600 euros: 6%

More than 148,800 euros: 6%

21.600 to 26.400 Euro: 3%

117,600 to 148,800 euros: 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%

Primary school: 0%

Secondary school leaving certificate, secondary modern school leaving certificate, intermediate school leaving certificate: 0%.

Higher education entrance qualification / Abitur: 0%

Vocational training (journeyman / master craftsman): 0%

Vehicle ownership

Bicycle: 88%

Car: 86%

E-bike: 19%

Motorcycle: 19%

Scooter (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 face-to-face 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 worsened: 24%

None of the above: 3%

Insurances by type

Car insurance: 35%

Personal liability insurance: 33%

Accident insurance: 25%

Life insurance: 21%

Homeowner's insurance: 20%

Legal expenses insurance: 18%

Building insurance: 12%

Other(s): 5%

I do not 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%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Meeting friends: 59%

Doing sports and fitness: 55%

Outdoor activities: 55%

Reading: 45%

Cooking and baking: 44%

Travel: 44%

Technology and computers: 42%

Video games: 40%

Board and card games: 31%

Pets: 27%

DIY and crafts: 26%

Gardening and plants: 26%

Meditate and wellness: 26%

Photography: 25%

Make music: 23%

Cars and vehicles: 22%

Writing: 20%

Other(s): 4%

I don't know: 1%

Important aspects of life

A happy relationship: 58%

Safety: 38%

Enjoy life: 37%

Be successful: 35%

Lead an honest and respectable life: 32%

Make 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 to date technologically: 54%.

I like to try innovative products: 52%

I only buy new technologies when they have been proven in practice: 35%.

Among my friends, I'm usually the first to try new technology: 25%

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%

Stragglers: 19%

Early adopters: 18%

Late majority: 13%

Innovators: 3%

Food attitudes

I actively try to eat healthy: 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 real meal: 23%

I do not like cooking: 21%

I keep 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 a life without the Internet: 69%.

It is important to me to have good mobile internet reception anytime and anywhere: 56%

In the area where I live, mobile reception is good: 50%.

I protect my data: 47%

I am well protected against viruses and data misuse: 41%

I am worried that my data will be 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 want 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 is easier to manage: 54%.

I use alternative websites or apps to consume paidcontent for free: 37%.

It's too expensive to afford all the streaming services I want: 37%.

I prefer physical media of movies, books or music (Venyl, 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 and supplies online: 40%.

I am happy to pay for services or 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 consultations via app or online chat: 63%.

I actively do something to stay healthy: 60%

I can imagine having canabis prescribed to me for medical reasons: 49%.

I undergo regular medical examinations: 49%.

Patients have to pay too much for medicines and medical treatment: 34%.

the health care system often fails patients: 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 accommodations, rental cars and the like spontaneously with 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 well aware of my financial situation: 63%

I could imagine managing all my financial affairs 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 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 lover: 51%

I can imagine getting into a self-driving cab: 51%.

Public transport in my region is good: 47%

There is not enough parking in my neighborhood: 42%.

I spend too much time commuting: 33%

None of the above: 0%

DIV COLUMN (right)

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%

Brand and product websites and apps: 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 encountered 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, sports, ...): 40%

eBooks: 37%

Audio books (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%

Time: 19%

Colorful: 13%

Sport Bild: 13%

Glamour: 13%

Bild am Sonntag: 13%

Hörzu: 6%

I have not 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 other users liked: 65%

Persons followed: 60%

Commented on posts: 54%

Pictures / 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%

Rating 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 (like 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 wireless connection of the landlord/neighbor: 9%.

Satellite access: 6%

Analog (fixed network line): 0%

ISDN: 0%

Other connection technologies: 0%

I do not 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 (like 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 I shop, 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%

When I stroll, I tend to make impulse purchases: 57%.

I always shop at 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 ordinary / recurring orders directly via my smartphone or tablet: 47%.

When I order something, I prefer express shipping: 28%.

When I buy an item, I would like to have it in my hands the same day: 21%

I miss the shopping experience when I shop 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 body 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 use (food, beverages, detergents + cleaning products, drugstore supplies): 66%

Household appliances: 66%

Furniture + Housewares: 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 store: 57%

Search engines (such as Google): 57%

Video websites and apps (like YouTube): 55%

Brand websites and apps: 45%

Customer reviews: 40%

Celebrities: 35%

Magazines and newspapers: 30%

Online forums: 25%

Coupon 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 reviews: 45%

In store: 40%

Friends and acquaintances: 38%

Price comparison websites: 30%

Video websites and apps (like YouTube): 30%

Brand websites and apps: 28%

Coupon 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 + Housewares: 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 in-store products ordered online: 64%.

Check online if the product is available in the store: 60%.

Home delivery of products purchased in the store: 49%.

Order online and pick up in store: 49%

Buy in store and return by mail: 47%

Online Shop Search: 40%

Pick up ordered products in 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 + Housewares: 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 + Housewares: 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%

Discounters: 57%

Pharmacy: 55%

Natural food store: 38%

Supermarket delicatessen counters: 36%

Farmers market: 36%

Supermarket (Large): 36%

Specialized dealers: 30%

Online store / online trade: 26%

Mini market / kiosk: 23%

Food voucher provider: 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%

Data and images stored online: 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 do not 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%

Sports: 43%

Docs: 40%

Dramas: 40%

Horror: 40%

News (local or national): 40%

Thriller / Mystery / Crime: 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 do not 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%.

Sports: 25%

MMO (massively multiplayer online games): 19%

MOBA (Multiplayer online battle arenas): 16%.

Other(s): 6%

I don't know: 3%