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

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%

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%

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

Living situation

Personal characteristics & attitudes

Media use & consumption

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