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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%

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%
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