PERSONA-SEDCARD BAR, 3-COLUMNS
Living situation
- Age
- 18-29 years: 46%
- 30-49 years: 54%
- 50-64 years: 0%
- Gender
- Female: 51%
- Male: 49%
- Size of residence
- Under 5000 inhabitants: 14%
- 5000 to 20,000 inhabitants: 19%
- 20,000 to 100,000 inhabitants: 23%
- 100,000 to 500,000 inhabitants: 19%.
- 500,000 to 1,000,000 inhabitants: 10%.
- 1,000,000 to 5,000,000 inhabitants: 11%.
- Housing situation
- Rented house/apartment: 73%
- Own house/ condominium: 27%
- Household size
- Single household: 23%
- Two-person household: 28%
- Small family (up to 2 children): 32%
- Large family (more than 2 children): 3%
- Other: 14%
- Annual household income
- Less than €18,000: 14%
- Between €18,000 - €21,600: 6%
- Between €21,600 - €26,400: 6%
- Between €26,400 - €36,000: 11%
- Between 36.000€ - 50.4000€: 17%
- Between €50,4000 - €69,600: 9%
- Between €69,600 - €91,200: 9%
- Between €91,200 - €117,600: 4%
- Between €117,600 - €148,800: 2%
- Over €148,800: 2%
- Children under 14 in the household
- No children: 65%
- 1 child: 20%
- 2 children: 12%
- 3 children: 2%
- 4 children: 0%
- 5 or more children: 0%
- Type of employment
- Full-time employee: 52%
- Part-time employee: 12%
- Self-employed / freelancer: 4%
- Other: 32%
- Employment status
- Pupils: 2%
- Apprentice / trainee: 3%
- Student (University): 14%
- Full-time employee: 52%
- Part-time employee: 12%
- Self-employed / freelancer:4%
- Maternity/parental leave: 4%
- Retired:1%
- Unemployed:7%
- Other:1%
- Training
- No formal education: 1%
- Primary school: 1%
- Secondary school leaving certificate / elementary school leaving certificate, secondary school leaving certificate / intermediate school leaving certificate: 20%.
- Higher education entrance qualification / Abitur: 24
- Vocational training (journeyman / master craftsman): 24%
- Bachelor's degree or equivalent: 17%
- Master's degree or equivalent: 12%.
- Doctorate or equivalent:1%
Values & Attitudes
- Hobbies & Interests
- Arts & Crafts: 13%
- Dancing: 19%
- Food & Nutrition: 41%
- Gardening: 21%
- Health and fitness: 38%
- Music: 55%
- Pets: 32%
- Photography: 25%
- Doing sport: 43
- Reading & Writing: 39
- Socializing: 37%
- Technology & Computers: 33
- Travel: 43
- Video games: 40%
- Watching sports: 21%
- Other: 7%
- Important aspects of life
- Being successful: 26
- An honest and respectable life: 35%
- Having a good time: 39%
- Advance career: 13
- Safety and security: 38
- Making my own decisions: 32%
- A happy relationship: 57
- Learning new things: 25%
- Traditions: 10%
- Social justice: 26%
- A look at the personal future
- Very optimistic: 13%
- Quite optimistic: 39%
- Neither optimistic nor pessimistic: 33%
- Quite pessimistic: 10%
- Very pessimistic: 3%
- Types of innovation adaptation
- Innovators: 1%
- Early adopters: 12
- Early majority: 40%
- Late majority: 16%
- Laggards: 31%
Media use
- Magazine / weekly newspaper consumption by brand
- Bild am Sonntag: 22%
- Image of the woman: 16%
- Brigitte: 15%
- Coloured: 10%
- Cosmopolitan: 16%
- The house: 10%
- The Mirror: 28%
- The Time: 17%
- Focus: 25%
- Gala: 10%
- Hörzu: 2%
- kicker: 11%
- Sports Image: 10%
- Star: 19%
- TV Digital: 11%
- TV Spielfim: 11%
- Other: 33%
- Use of social networks by brand
- Facebook: 74%
- Flickr: 3%
- Instagram: 70%
- Yodel: 6%
- LinkedIn: 18%
- Pinterest: 27%
- Reddit: 12%
- Snapchat: 28
- TikTok: 24%
- Tumblr: 6%
- Twitch: 17%
- Twitter: 25%
- WeChat: 4%
- Xing: 11%
- YouTube: 78%
- Other: 3%
- Use of media services
- Audiobooks (download / streaming): 31%
- Digital music content (download / streaming): 92%
- Digital video content (download / streaming): 94%
- Music hardcopy (e.g. CD, vinyl): 30%.
- Podcasts: 38%
- Radio: 69%
- TV (broadcast / cable / satellite): 81%
- Video hardcopy (e.g. DVD, Blu-ray): 41%
- None of the above: 0%
- Use of websites and online services by type
- Blogs: 21%
- Corporate websites and apps: 40%
- News websites and apps: 44%
- Newsletter: 29%
- Online shops: 71%
- Search engines: 99%
- Social media websites and apps: 55
- Video websites and apps (e.g. YouTube): 58%
- None of the above: 0%
Personal settings
- Food attitudes
- The food must be convenient and fast: 23%
- I actively try to eat healthy: 62%
- I am on a restricted diet for health reasons: 9%
- I avoid artificial flavours and preservatives: 37%
- I do not like to cook: 17%
- I have one or more food intolerances: 13%
- I rarely have time for a proper meal: 15%
- I try to avoid plastic packaging when buying food: 51%
- I try to eat less meat: 43%
- None of the above: 6%
- Attitudes towards mobility
- Driving is harmful to the environment: 35%
- I am a car enthusiast: 40%
- I can imagine using a self-driving taxi: 26%
- I spend too much time commuting: 20%
- I would like to switch to more environmentally friendly means of transport: 34%
- Owning a car is important to me: 58%
- The public transport system in my area is good: 40%.
- There are not enough parking spaces where I live: 31%
- None of the above: 4%
- Attitudes to travel
- I prefer individual travel plans to package tours: 38%
- I want to experience something unique on my travels: 48%
- Fear of terrorist attacks and political crises influences my travel behaviour: 22%
- When I am on holiday, I use my smartphone as a guide: 53%.
- When I am on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:24%
- When it comes to travel, I always look for the best deal: 41%.
- Sustainability is important to me when travelling: 20%
- None of the above: 7%
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