Personal characteristics & attitudes

Hobbies and interests
Outdoor activities: 54%
Travel: 52%
Doing sport and fitness: 50%
Read: 50%
Meeting friends: 48%
Video games: 39%
Gardening and plants: 35%
DIY and arts and crafts: 32%
Pets: 28%
Photography: 27%
Making music: 23%
Writing: 19%
Other(s): 6%
I don't know: 1%
Important aspects of life
A happy relationship: 46%
Making my own decisions: 38%
Leading an honest and respectable life: 36%
Security: 35%
Enjoy life: 34%
New learning: 34%
Be successful: 27%
Social justice: 22%
Advance in my career: 17%
Traditions: 10%
Attitude towards innovation
I like to keep up with the latest technology: 60%
I like to try out innovative products: 58%
The products I buy must meet the highest standards: 35%
I only buy new technologies if they have been tried and tested in practice: 34%
Always having the latest technology is important to me: 31%
None of the above: 0%
Types of innovation adaptation
Early majority: 36%
Early adopters: 30%
Latecomers: 17%
Late majority: 12%
Innovators: 6%
Food attitudes
I actively try to eat healthily: 70%
I avoid artificial flavorings and preservatives: 46%
I try to avoid plastic packaging when I buy food: 41%
I try to eat less meat: 41%
Food must be convenient and fast: 27%
I have one or more food intolerances: 19%
I don't like cooking: 17%
None of the above: 2%
Internet settings
It is important to me to have good mobile Internet reception anytime and anywhere: 65%
I could no longer imagine life without the Internet: 61%
I protect my data: 54%
I am well protected against viruses and data misuse: 51%
The latest mobile communications standard is very important to me (5G): 43%
Storing confidential data online is too insecure for me: 35%
None of the above: 0%
Attitudes towards digital media
Digital services enable me to discover new and exciting content: 67%
I prefer digital content because it's easier to manage: 60%
I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 60%
Best picture and sound quality is important to me: 56%
It's too expensive to be able to afford all the streaming services I want: 36%
I use alternative websites or apps to consume paid content for free: 28%
None of the above: 1%
Attitudes towards services
I like to organize my life with my smartphone: 54%
I am happy to pay for services that make my life easier and more convenient: 51%
I tend to book services online: 51%
I prefer services with personal contact: 34%
None of the above: 12%
I am often dissatisfied with services: 10%
Attitudes towards health care
I actively do something to stay healthy: 67%
I would like to do more for my health: 66%
I undergo regular medical examinations: 60%
I can imagine getting a prescription for cannabis for medical reasons: 40%
Patients have to pay too much for medication and medical treatment: 29%
The healthcare system often lets patients down: 29%
I prefer alternative healing methods to classical medicine: 24%
None of the above: 2%
Satisfaction with personal health
Satisfied: 56%
Very satisfied: 18%
Neither satisfied nor dissatisfied: 16%
Dissatisfied: 8%
Very dissatisfied: 1%
I'd rather not say that: 0%
Attitudes to travel
When I travel, I use my smartphone as a travel guide: 65%
I want to experience something unique when I travel: 50%
Sustainable travel is important to me: 35%
When traveling, I always make sure to take the cheapest offer: 33%
None of the above: 1%
Attitudes towards personal finances
I am fully aware of my financial situation: 61%
I could imagine handling all financial matters exclusively online: 47%
I could imagine managing all my financial matters exclusively via smartphone: 34%
I am worried about my financial future: 27%
None of the above: 6%
Own assessment of the personal economic situation
Positive: 48%
Very positive: 26%
Neither positive nor negative: 20%
Negative: 5%
Very negative: 1%
I don't know: 0%
Attitudes towards mobility
Owning a car is important to me: 69%
I am a car enthusiast: 52%
Public transport in my region is good: 48%
I can imagine getting into a self-driving cab: 38%
There are not enough parking spaces in my neighborhood: 34%
Driving is bad for the environment: 32%
I spend too much time commuting: 28%
None of the above: 1%

Media use & consumption

Digital advertising touchpoints
Search engines: 55%
Social media websites and apps: 50%
Online stores: 47%
Websites and apps of brands and products: 40%
Editorial websites and apps (e.g. news sites and magazines): 38%
Video games (smartphone / tablet / console / PC / smart TV): 37%
Newsletter: 31%
Music portals and streaming services (e.g. Spotify): 29%
Blogs / Forums: 26%
Other apps (smartphone / tablet / console / PC / smart TV): 25%
Other(s): 25%
I have not come across any digital advertising: 3%
I don't know: 2%
Non-digital advertising touchpoints
On billboards, screens and other advertising spaces on the move (including on public transport): 55%
On television: 49%
Directly in the store: 48%
Direct mail / advertising mail: 47%
On the radio: 42%
In printed magazines: 37%
In printed daily newspapers: 35%
At the cinema/movie theater: 33%
Other(s): 6%
I haven't come across non-digital ads yet: 5%
I don't know: 2%
Purchases of publishing media (last 12 months)
Books (Print): 46%
Audiobooks (download / streaming): 46%
eBooks: 43%
Podcasts: 35%
Online news websites and apps / ePaper: 34%
Magazines (print): 31%
eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 31%
Daily newspapers (print): 30%
Weekly newspaper (print): 25%
None of the above: 12%
Use of publishing media (last 12 months)
Podcasts: 60%
Audiobooks (Download): 56%
Books (Print): 49%
eBooks: 49%
Magazines (print): 38%
Daily newspapers (print): 37%
Weekly newspaper (print): 34%
None of the above: 0%
Magazines/weeklies
Other(s): 37%
The Mirror: 30%
star: 24%
Focus: 17%
TV Spielfilm: 16%
Bild am Sonntag: 16%
National Geographic: 14%
I haven't read any in the last 3 months: 11%
Sport Bild: 11%
TV Digital: 9%
The time: 9%
kicker: 9%
Hörzu: 5%
Gala: 5%
Cosmopolitan: 5%
Brigitte: 5%
Image of the woman: 5%
Colorful: 4%
Glamour: 3%
Rolling Stone: 3%
Vogue: 3%
Elle: 2%
Podcast genres
News & Politics: 48%
Business and economy: 33%
Health & Fitness: 33%
Advice & self-help: 33%
Comedy: 30%
Science & Technology: 30%
Crime & Law: 26%
Sport: 22%
Gaming & e-sports: 22%
Film & TV: 19%
History: 19%
Music: 15%
Personal finances: 11%
Love & relationships: 11%
Society & Culture: 11%
Cars & Vehicles: 11
Family & Education: 7%
Other(s): 4%
Religion & Philosophy: 0%
VIPs & celebrities: 0%
I don't know: 0%
Online magazines (pay)
National Geographic: 37%
buzzfeed.com: 32%
economist.com: 26%
manager-magazine.de: 26%
cicero.de: 21%
Other(s): 16%
11freunde.de: 11%
geo.de: 11%
kicker.de: 11%
psychologieheute.de: 11%
Vogue: 11%
Brigitte.de: 5%
InStyle: 5%
vice.com: 5%
myself.de: 0%
Influencer genres
Gaming & e-sports: 57%
Film & TV: 52%
Health & Fitness: 48%
Animals & Nature: 43%
Science & Technology: 43%
Food (e.g. mukbangs): 43%
News & Politics: 43%
Music: 43%
Adult content (only shown to respondents in countries where adult content is not a criminal offense): 39%
Sport: 39%
Cars & Vehicles: 39
Society & Culture: 39%
Advice & self-help: 35%
History: 35%
Comedy: 35%
Shopping & product reviews: 30%
Business and economy: 30%
Personal finances: 26%
Family & education: 17%
Religion & Philosophy: 13%
Crime & Law: 13%
VIPs & celebrities: 13%
Other(s): 13%
Love & Relationships: 9%
I don't know: 0%
I do not consume content from influencers: 0%
TV subscription by brand
Deutsche Glasfaser TV: 21%
MagentaTV: 20%
Vodafone: 20%
1&1: 13%
Sky: 8%
Freenet TV: 7%
Other(s): 7%
Joyn: 2%
Pyur: 1%
waipu.tv: 0%
I don't know: 0%
TV usage by duration (per week)
I do not use this media service: 25%
1 up to 5 hours: 22%
6 up to 10 hours: 20%
11 up to 15 hours: 11%
16 up to 20 hours: 10%
Less than one hour: 8%
More than 20 hours: 4%
I don't know: 1%
Preferences for films and series by genre
Comedies: 70%
Documentaries: 67%
Science fiction and fantasy: 55%
Thriller / Mystery / Crime thriller: 52%
News (local or national): 51%
Dramas: 46%
Sport: 46%
Animation (cartoons, anime,...): 40%
Talk shows: 36%
Music videos & shows: 36%
Horror: 30%
Reality TV: 24%
Children's programs: 24%
Game shows: 24%
Soap operas + telenovas: 12%
Other(s): 11%
Religious: 8%
I don't know: 0%
Use of social media by brand
YouTube: 75%
Instagram: 61%
Facebook: 57%
LinkedIn: 40%
TikTok: 37%
X (Twitter): 36%
Pinterest: 21%
Reddit: 19%
XING: 19%
Twitch: 18%
Snapchat: 16%
Tumblr: 7%
Quora: 6%
WeChat: 6%
Flickr: 6%
BeReal.: 6%
Yodel: 5%
I use social media irregularly: 4%
Clubhouse: 4%
Other(s): 3%
Activities in the social media
Private messages sent: 64%
Posts liked or followed by other users: 48%
Commented on posts: 47%
Images / videos / texts / status updates posted: 36%
Posts from influencers/content creators liked or followed: 33%
Posts shared by other users: 32%
Posts from companies liked or followed companies: 30%
Company posts shared: 21%
Posts shared by influencers / content creators: 18%
I have only used social media passively: 11%
Other(s): 4%
I have not used social media: 4%
User typology of social media
Communicator: 74%
Followers: 62%
Multiplier: 45%
Content Poster: 36%
Passive user: 11%
Other(s): 4%
Non-users: 4%
Products/topics talked about online
Computers, smartphones & technology: 46%
Movies & series: 42%
Sport: 40%
Politics: 37%
Music: 37%
Games / Video games: 35%
Vacation & Travel: 34%
Food & drink: 32%
Social issues: 31%
Books: 30%
Art & Culture: 27%
Beauty & body care: 25%
Health & Medicine: 25%
Cars & motorcycles: 25%
Celebrities: 22%
Fashion: 21%
None of the above: 21%
Budget: 20%
Family & children: 20%
Internet access by type
Broadband (DSL, cable, ...): 61%
UMTS / GPRS / LTE router: 21%
Mobile connection via smartphone / tablet: 7%
the landlord's/neighbor's wireless connection: 7%
Other connection technologies: 2%
Satellite access: 1%
I do not have internet connection at home: 1%
I don't know: 0%
Internet usage by provider/brand
Telekom: 29%
Vodafone: 29%
1&1: 16%
O2: 11%
M-Net: 5%
Congstar: 2%
Maingau: 2%
Pyur: 2%
smartmobil.de: 2%
Other(s): 2%
EWE: 1%
Unitymedia: 1%
primacall: 0%
Starlink: 0%
I don't know: 0%
Website and online service usage by type
Online stores: 73%
Social media websites and apps: 62%
News websites and apps: 58%
Corporate websites and apps: 56%
Search engines: 55%
Newsletter: 42%
Blogs: 37%
None of the above: 2%
Online payments by type
Online payment services (e.g. PayPal, Google Pay, Klarna): 82%
Credit card: 64%
Debit card: 48%
By invoice: 47%
Direct debit: 44%
Prepaid cards / vouchers: 32%
Cash in advance: 28%
Payment on delivery: 16%
Other(s): 1%
I have not made any payments online: 1%
Purchasing settings
Clothing and shoes must be comfortable first and foremost: 69%
Being well dressed is very important to me: 64%
When shopping, I look out for special offers: 59%
I tend to make impulse purchases when I go shopping: 40%
I always store in the same stores: 31%
None of the above: 0%
Online shopping settings
Before making a major purchase, I research online: 62%
Customer reviews on the Internet are very helpful: 54%
I usually manage regular / recurring orders directly via my smartphone or tablet: 39%
When I order something, I prefer express delivery: 33%
When I buy an item, I want to have it in my hands on the same day: 25%
None of the above: 1%
High brand awareness by category
Consumer electronics: 77%
Smartphone: 65%
Cars, motorcycles, bicycles: 52%
Shoes: 51%
Clothing: 48%
Household appliances: 46%
TV and HiFi: 40%
Sports and outdoor products: 37%
Alcoholic beverages: 35%
Cosmetics and personal care: 35%
Food and non-alcoholic beverages: 33%
Furniture and household goods: 30%
Detergents and cleaning agents: 28%
Toys and baby products: 27%
DIY and garden products: 26%
Pet supplies: 26%
Stationery and craft supplies: 23%
None of the above: 6%
Sources of inspiration for new products
Online stores: 55%
Friends and acquaintances: 54%
Brand websites and apps: 46%
In the store: 45%
Social media websites and apps: 45%
Magazine and newspaper websites and apps: 37%
Online forums: 36%
Magazines and newspapers: 35%
Price comparison websites: 34%
Customer ratings: 33%
Celebrities: 23%
Voucher and deal websites and apps: 21%
Question/answer websites and apps: 13%
None of the above: 2%
Information sources for product research
Online stores: 48%
Brand websites and apps: 43%
Price comparison websites: 41%
Online forums: 38%
Customer ratings: 33%
Friends and acquaintances: 28%
In the store: 28%
Social media websites and apps: 25%
Magazine and newspaper websites and apps: 20%
Magazines and newspapers: 17%
Question/answer websites and apps: 17%
Voucher and deal websites and apps: 13%
None of the above: 2%
Interest in product categories
Clothing: 65%
Shoes: 65%
Books, movies, music & games: 62%
Cars: 59%
Sports + outdoor products: 52%
Household appliances: 50%
Furniture + household goods: 49%
Cosmetics + body care: 48%
Drugstore + health products: 46%
DIY + garden products: 46%
Stationery + hobby supplies: 44%
Detergents & cleaning agents,: 39%
Bicycles: 38%
Pet supplies: 33%
Toys + baby products: 30%
Motorcycles: 28%
None of the above: 0%
Offline purchases by type
Clothes / shoe store: 74%
Drugstore / Perfumery: 65%
Pharmacy: 64%
DIY / garden market: 59%
Electronics store: 56%
Department store: 55%
Sports store: 54%
Furniture store: 48%
Bookstore: 45%
Jewelry store / jeweler: 38%
Furnishing and decoration store: 37%
Wholesale: 33%
None of the above: 2%
Food shopping by type
Supermarket (usual size): 83%
Discounter: 57%
Delicatessen counters in supermarkets: 49%
Bakery or bistro: 48%
Pharmacy: 44%
Supermarket (Large): 41%
Farmers' market: 39%
Health food store: 33%
Online store / online retail: 25%
Mini-market / kiosk: 15%
Food voucher providers: 15%
Other(s): 6%
I do not buy products for daily use: 0%
Food consumed regularly
Fruit + vegetables: 77%
Baked goods: 73%
Potatoes: 67%
Pasta: 67%
Dairy products (milk / yogurt / cheese / etc.): 63%
Eggs: 63%
Meat + sausage products: 55%
Rice: 54%
Sweets + chocolate: 52%
Fish + seafood: 48%
Snacks + potato potato chips: 47%
Breakfast cereals: 41%
Ice cream: 40%
Jam + chocolate spread: 39%
Frozen ready meals: 35%
Milk substitutes (e.g. almond milk / oat yoghurt): 30%
Meat substitute products (e.g. vegan sausages / plant-based burger patties): 28%
Ready meals: 27%
None of the above: 1%
Smartphone by brand
Apple: 45%
Samsung: 25%
Xiaomi/Mi: 6%
Google: 4%
Huawei: 4%
OPPO: 3%
Sony: 3%
Other(s): 2%
HTC: 1%
Motorola: 1%
Nokia: 1%
OnePlus: 1%
Realme: 0%
ZTE: 0%
I don't know: 0%
No answer: 0%
Use of financial products
Credit cards: 64%
Current accounts: 63%
Savings accounts: 59%
Equity investments (shares / investment funds): 45%
Real estate: 38%
Insurance with investment elements (e.g. life insurance): 34%
Cryptocurrencies (e.g. Bitcoin): 33%
Loans: 31%
Construction financing: 25%
Precious metals (e.g. gold): 23%
Mortgages: 19%
Other investments: 12%
I don't know: 0%
I do not use / own any financial products or investments: 0%
Sources
Test Persona - 2024 - Update 2 2024 - Update 2: (Germany, 35985 respondents, 18 to 64 years, survey period: April 03, 2023 to March 21, 2024)
Federal Statistical Office
Popular-First-Names.com
Name:
Living situation
NameName (male): Jan, Daniel, Florian, Christian, Philipp
Name (female): Katharina, Sarah, Julia, Anna, Stefanie
Age30 - 49 years: 68%
50 - 64 years: 21%
18 - 29 years: 10%
GenderMale: 62%
Female: 38%
Marital statusMarried: 67%
Single / unmarried: 19%
In a relationship: 12%
Divorced / widowed: 3%
I'd rather not say: 0%
StateBerlin: 24%
North Rhine-Westphalia: 17%
Bavaria: 15%
Baden-Württemberg: 11%
Hesse: 7%
Lower Saxony: 6%
Hamburg: 4%
Saxony: 4%
Rhineland-Palatinate: 3%
Mecklenburg-Western Pomerania: 2%
Saxony-Anhalt: 2%
Brandenburg: 1%
Bremen: 1%
Saarland: 1%
Schleswig-Holstein: 1%
Thuringia: 1%
Size of residence1,000,000 to 5,000,000 inhabitants: 35%
20,000 to 100,000 inhabitants: 17%
100,000 to 500,000 inhabitants: 16%
500,000 to 1,000,000 inhabitants: 14%
5,000 to 20,000 inhabitants: 11%
Under 5,000 inhabitants: 6%
Don't know: 0%
Household size4 people: 35%
3 people: 27%
2 people: 20%
1 person: 15%
5 or more people: 4%
Household constellationMy partner/spouse: 75%
My children: 59%
Living alone: 15%
My parents: 4%
Roommates: 2%
My siblings: 1%
My parents-in-law: 0%
My grandparents: 0%
My grandchildren: 0%
Children under the age of 18 in the householdNo children: 45%
1 child: 30%
2 children: 22%
3 children: 3%
4 children: 0%
5 or more children: 0%
Current accommodationI live in my own house: 51%
I live in a rented apartment: 33%
I live in my own apartment: 11%
I live in a rented house: 5%
Pets in the householdCat: 41%
Dog: 37%
I have no pets: 33%
Fish: 10%
Bird (e.g. budgerigar, parrot): 6%
Rodent (e.g. rabbit, hamster, guinea pig, mouse, rat): 6%
Reptile (e.g. lizard, snake, turtle): 3%
Insect (e.g. spider): 2%
Other(s): 1%
Annual household income69,600 to 91,200 euros: 18%
91,200 to 117,600 euros: 17%
50,400 to 69,600 euros: 15%
More than 148,800 euros: 15%
36,000 to 50,400 euros: 10%
117,600 to 148.800 euros: 9%
I'd rather not say: 7%
Less than 18,000 euros: 3%
26,400 to 36,000 euros: 3%
21,600 to 26,400 euros: 2%
18,000 to 21,600 euros: 1%
Effects of economic circumstancesMy cost of living has increased noticeably: 49%
I have tried to spend less money: 44%
My financial situation has worsened: 25%
None of the above: 25%
I have experienced anxiety and feelings of stress: 21%
I am worried about violence and public unrest in my country of residence (e.g. riots, violent protests): 20%
I am worried about not being able to pay my bills (e.g. rent, utilities): 12%
I have had to use up my household savings to cover my expenses: 12%
I have not been able to buy everyday necessities because of a shortage of supplies (e.g. baby food): 9%
I have lost my job in the last 12 months: 5%
Education levelBachelor's degree or comparable: 49%
Master's degree or comparable: 45%
Doctorate or comparable: 6%
No formal education: 0%
Primary school: 0%
Secondary school certificate, intermediate school certificate, intermediate maturity: 0%
Higher education entrance qualification / Abitur: 0%
Vocational training (journeyman / master craftsman): 0%
Number of sick days (last year)0 days: 27%
2-3 days: 18%
4-5 days: 14%
6-10 days: 14%
No answer: 10%
1 day: 6%
More than 20 days: 6%
11-20 days: 5%
I don't work / don't go to school or university: 0%
Diets and nutritionI do not follow any dietary rules: 37%
Flexitarian (mainly plant-based foods, occasionally meat and fish): 28%
Low-carb / no-carb: 22%
Gluten-free: 13%
Other(s): 7%
Hobbies and interestsOutdoor activities: 54%
Traveling: 52%
Playing sports and fitness: 50%
Reading: 50%
Meeting friends: 48%
Video games: 39%
Gardening and plants: 35%
DIY and arts and crafts: 32%
Pets: 28%
Photography: 27%
Making music: 23%
Writing: 19%
Other(s): 6%
Don't know: 1%
Important aspects of lifeA happy relationship: 46%
Making my own decisions: 38%
Living an honest and respectable life: 36%
Security: 35%
Enjoying life: 34%
Learning new things: 34%
Being successful: 27%
Social justice: 22%
Progressing in my career: 17%
Traditions: 10%
Attitude towards innovationI like to keep up with the latest technology: 60%
I like to try out innovative products: 58%
Products that I buy must meet the highest standards: 35%
I only buy new technologies if they have been tried and tested in practice: 34%
Always having the latest technology is important to me: 31%
None of the above: 0%
Types of innovation adaptationEarly majority: 36%
Early adopters: 30%
Latecomers: 17%
Late majority: 12%
Innovators: 6%
Food attitudesI actively try to eat healthily: 70%
I avoid artificial flavorings and preservatives: 46%
I try to avoid plastic packaging when I buy food: 41%
I try to eat less meat: 41%
Food has to be convenient and quick: 27%
I have one or more food intolerances: 19%
I don't like cooking: 17%
None of the above: 2%
Internet settingsIt is important to me to have good mobile Internet reception anytime and anywhere: 65%
I could no longer imagine life without the Internet: 61%
I protect my data: 54%
I am well protected against viruses and data misuse: 51%
The latest mobile communications standard is very important to me (5G): 43%
Storing confidential data online is too insecure for me: 35%
None of the above: 0%
Attitudes towards digital mediaDigital services allow me to discover new and exciting content: 67%
I prefer digital content because it is easier to manage: 60%
I want to access my music / movies on all devices (TV, tablet, smartphone, ...): 60%
Best picture and sound quality is important to me: 56%
It's too expensive to afford all the streaming services I want: 36%
I use alternative websites or apps to consume paid content for free: 28%
None of the above: 1%
Attitudes towards servicesI like to organize my life with my smartphone: 54%
I like to pay for services that make my life easier and more convenient: 51%
I tend to book services online: 51%
I prefer services with personal contact: 34%
None of the above: 12%
I am often dissatisfied with services: 10%
Attitudes towards health careI actively do something to stay healthy: 67%
I would like to do more for my health: 66%
I undergo regular medical check-ups: 60%
I can imagine having canabis prescribed to me for medical reasons: 40%
Patients have to pay too much for medication and medical treatment: 29%
The healthcare system often lets patients down: 29%
I prefer alternative healing methods to traditional medicine: 24%
None of the above: 2%
Satisfaction with personal healthSatisfied: 56%
Very satisfied: 18%
Neither satisfied nor dissatisfied: 16%
Dissatisfied: 8%
Very dissatisfied: 1%
I'd rather not say: 0%
Attitudes to travelWhen I travel, I use my smartphone as a travel guide: 65%
I want to experience something unique when I travel: 50%
Sustainable travel is important to me: 35%
When I travel, I always make sure I get the cheapest deal: 33%
None of the above: 1%
Attitudes towards personal financesI am fully aware of my financial situation: 61%
I could imagine handling all my financial matters exclusively online: 47%
I could imagine handling all my financial matters exclusively via smartphone: 34%
I am worried about my financial future: 27%
None of the above: 6%
Own assessment of the personal economic situationPositive: 48%
Very positive: 26%
Neither positive nor negative: 20%
Negative: 5%
Very negative: 1%
Don't know: 0%
Attitudes towards mobilityOwning a car is important to me: 69%
I am a car lover: 52%
Public transport in my region is good: 48%
I can imagine getting into a self-driving cab: 38%
There are not enough parking spaces in my neighborhood: 34%
Driving is bad for the environment: 32%
I spend too much time commuting: 28%
None of the above: 1%
Digital advertising touchpointsSearch engines: 55%
Social media websites and apps: 50%
Online stores: 47%
Websites and apps of brands and products: 40%
Editorial websites and apps (e.g. news sites and magazines): 38%
Video games (smartphone / tablet / console / PC / smart TV): 37%
Newsletters: 31%
Music portals and streaming services (e.g. Spotify): 29% Blogs / forums: 26% Other apps (smartphone / tablet / console / PC / smart TV): 25% Other(s): 25% e.g. Spotify): 29%
Blogs / forums: 26%
Other apps (smartphone / tablet / console / PC / smart TV): 25%
Other(s): 25%
I have not come across any digital advertising: 3%
Don't know: 2%
Non-digital advertising touchpointsOn billboards, screens and other advertising spaces on the move (including on public transport): 55%
On television: 49%
Directly in the store: 48%
Commercials/advertising mailings: 47%
On the radio: 42%
In printed magazines: 37%
In printed daily newspapers: 35%
At the cinema/movie theater: 33%
Other(s): 6%
I have not yet come across non-digital ads: 5%
I don't know: 2%
Purchases of publishing media (last 12 months)Books (print): 46%
Audiobooks (download / streaming): 46%
eBooks: 43%
Podcasts: 35%
Online news websites and apps / ePaper: 34%
Magazines (print): 31%
eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 31%
Daily newspapers (print): 30%
Weekly newspaper (print): 25%
None of the above: 12%
Use of publishing media (last 12 months)Podcasts: 60%
Audio books (download): 56%
Books (print): 49%
eBooks: 49%
Magazines (print): 38%
Daily newspapers (print): 37%
Weekly newspapers (print): 34%
None of the above: 0%
Magazines/weekliesOther(s): 37%
Der Spiegel: 30%
stern: 24%
Focus: 17%
TV Spielfilm: 16%
Bild am Sonntag: 16%
National Geographic: 14%
I haven't read any in the last 3 months: 11%
Sport Bild: 11%
TV Digital: 9%
Die Zeit: 9%
kicker: 9%
Hörzu: 5%
Gala: 5%
Cosmopolitan: 5%
Brigitte: 5%
Bild der Frau: 5%
Bunte: 4%
Glamour: 3%
Rolling Stone: 3%
Vogue: 3%
Elle: 2%
Podcast genresNews & Politics: 48%
Business & Economy: 33%
Health & Fitness: 33%
Advice & Self-Help: 33%
Comedy: 30%
Science & Technology: 30%
Crime & Law: 26%
Sports: 22%
Gaming & E-Sports: 22%
Movies & TV: 19%
History: 19%
Music: 15%
Personal Finance: 11%
Love & Relationships: 11%
Society & Culture: 11%
Cars & Vehicles: 11%
Family & Parenting: 7%
Other(s): 4%
Religion & Philosophy: 0%
VIPs & Celebrities: 0%
Don't Know: 0%
Online magazines (pay)National Geographic: 37%
buzzfeed.com: 32%
economist.com: 26%
manager-magazine.de: 26%
cicero.de: 21%
Other(s): 16%
11freunde.de: 11%
geo.de: 11%
kicker.de: 11%
psychologieheute.de: 11%
Vogue: 11%
Brigitte.de: 5%
InStyle: 5%
vice.com: 5%
myself.de: 0%
Influencer genresGaming & e-sports: 57%
Film & TV: 52%
Health & fitness: 48%
Animals & nature: 43%
Science & technology: 43%
Food (e.g. mukbangs): 43%
News & Politics: 43%
Music: 43%
Adult content (only shown to respondents in countries where adult content is not a criminal offense): 39%
Sports: 39%
Cars & Vehicles: 39%
Society & Culture: 39%
Advice & Self-Help: 35%
History: 35%
Comedy: 35%
Shopping & Product Reviews: 30%
Business & Economy: 30%
Personal Finance: 26%
Family & parenting: 17%
Religion & philosophy: 13%
Crime & law: 13%
VIPs & celebrities: 13%
Other(s): 13%
Love & relationships: 9%
Don't know: 0%
I don't consume content from influencers: 0%
TV subscription by brandDeutsche Glasfaser TV: 21%
MagentaTV: 20%
Vodafone: 20%
1&1: 13%
Sky: 8%
Freenet TV: 7%
Other(s): 7%
Joyn: 2%
Pyur: 1%
waipu.tv: 0%
I don't know: 0%
TV usage by duration (per week)I don't use this media service: 25%
1 to 5 hours: 22%
6 to 10 hours: 20%
11 to 15 hours: 11%
16 to 20 hours: 10%
Less than one hour: 8%
More than 20 hours: 4%
I don't know: 1%
Preferences for films and series by genreComedies: 70%
Documentaries: 67%
Science Fiction and Fantasy: 55%
Thriller / Mystery / Crime: 52%
News (local or national): 51%
Dramas: 46%
Sports: 46%
Animation (cartoons, anime,...): 40%
Talk shows: 36%
Music videos & shows: 36%
Horror: 30%
Reality TV: 24%
Children's shows: 24%
Game shows: 24%
Soap operas + telenovas: 12%
Other(s): 11%
Religious: 8%
Don't know: 0%
Use of social media by brandYouTube: 75%
Instagram: 61%
Facebook: 57%
LinkedIn: 40%
TikTok: 37%
X (Twitter): 36%
Pinterest: 21%
Reddit: 19%
XING: 19%
Twitch: 18%
Snapchat: 16%
Tumblr: 7%
Quora: 6%
WeChat: 6%
Flickr: 6%
BeReal.: 6%
Yodel: 5%
I use social media irregularly: 4%
Clubhouse: 4%
Other(s): 3%
Activities in the social mediaPrivate messages sent: 64%
Posts liked or followed by other users: 48%
Commented on posts: 47%
Posted pictures / videos / texts / status updates: 36%
Liked or followed posts from influencers/content creators: 33%
Posts shared by other users: 32%
Posts liked or followed by companies: 30%
Company posts shared: 21%
Posts shared by influencers/content creators: 18%
I only used social media passively: 11%
Other(s): 4%
I did not use social media: 4%
User typology of social mediaCommunicator: 74%
Follower: 62%
Multiplier: 45%
Content poster: 36%
Passive user: 11%
Other(s): 4%
Non-user: 4%
Products/topics talked about onlineComputers, smartphones & technology: 46%
Movies & series: 42%
Sports: 40%
Politics: 37%
Music: 37%
Games / video games: 35%
Vacation & Travel: 34%
Food & Drink: 32%
Social Issues: 31%
Books: 30%
Art & Culture: 27%
Beauty & Personal Care: 25%
Health & medicine: 25%
Cars & motorcycles: 25%
Celebrities: 22%
Fashion: 21%
None of the above: 21%
Household: 20%
Family & children: 20%
Internet access by typeBroadband (DSL, cable, ...): 61%
UMTS / GPRS / LTE router: 21%
Mobile connection via smartphone / tablet: 7%
Landlord's/neighbor's wireless connection: 7%
Other connection technologies: 2%
Satellite access: 1%
I don't have an Internet connection at home: 1%
Don't know: 0%
Internet usage by provider/brandTelekom: 29%
Vodafone: 29%
1&1: 16%
O2: 11%
M-Net: 5%
Congstar: 2%
Maingau: 2%
Pyur: 2%
smartmobil.de: 2%
Other(s): 2%
EWE: 1%
Unitymedia: 1%
primacall: 0%
Starlink: 0%
I don't know: 0%
Website and online service usage by typeOnline stores: 73%
Social media websites and apps: 62%
News websites and apps: 58%
Company websites and apps: 56%
Search engines: 55%
Newsletters: 42%
Blogs: 37%
None of the above: 2%
Online payments by typeOnline payment services (e.g. PayPal, Google Pay, Klarna): 82%
Credit card: 64%
Debit card: 48%
By invoice: 47%
Direct debit: 44%
Prepaid cards / vouchers: 32%
Cash in advance: 28%
Payment on delivery: 16%
Other(s): 1%
I have not made any payments online: 1%
Purchasing settingsClothes and shoes have to be comfortable first and foremost: 69%
Being well dressed is very important to me: 64%
When shopping, I look out for special offers: 59%
When strolling around, I tend to buy on impulse: 40%
I always store in the same stores: 31%
None of the above: 0%
Online shopping settingsBefore making a major purchase, I research online: 62%
Customer reviews on the internet are very helpful: 54%
I usually manage regular/recurring orders directly via my smartphone or tablet: 39%
When I order something, I prefer express delivery: 33%
When I buy an item, I want to have it in my hands on the same day: 25%
None of the above: 1%
High brand awareness by categoryConsumer electronics: 77%
Smartphone: 65%
Cars, motorcycles, bicycles: 52%
Shoes: 51%
Clothing: 48%
Household appliances: 46%
TV and HiFi: 40%
Sports and outdoor products: 37%
Alcoholic beverages: 35%
Cosmetics and personal care: 35%
Food and non-alcoholic beverages: 33%
Furniture and household goods: 30%
Detergents and cleaning products: 28%
Toys and baby products: 27%
DIY and garden products: 26%
Pet supplies: 26%
Stationery and craft supplies: 23%
None of the above: 6%
Sources of inspiration for new productsOnline stores: 55%
Friends and acquaintances: 54%
Brand websites and apps: 46%
In-store: 45%
Social media websites and apps: 45%
Magazine and newspaper websites and apps: 37%
Online forums: 36%
Magazines and newspapers: 35%
Price comparison websites: 34%
Customer reviews: 33%
Celebrities: 23%
Voucher and deal websites and apps: 21%
Question/answer websites and apps: 13%
None of the above: 2%
Information sources for product researchOnline stores: 48%
Brand websites and apps: 43%
Price comparison websites: 41%
Online forums: 38%
Customer reviews: 33%
Friends and acquaintances: 28%
In-store: 28%
Social media websites and apps: 25%
Magazine and newspaper websites and apps: 20%
Magazines and newspapers: 17%
Question/answer websites and apps: 17%
Voucher and deal websites and apps: 13%
None of the above: 2%
Interest in product categoriesClothing: 65%
Shoes: 65%
Books, movies, music & games: 62%
Cars: 59%
Sports + outdoor products: 52%
Household appliances: 50%
Furniture + household goods: 49%
Cosmetics + personal care: 48%
Drugstore + health products: 46%
DIY + garden products: 46%
Stationery + hobby supplies: 44%
Detergents & cleaning products: 39%
Bicycles: 38%
Pet supplies: 33%
Toys + baby products: 30%
Motorcycles: 28%
None of the above: 0%
Offline purchases by typeClothes / shoe store: 74%
Drugstore / perfumery: 65%
Pharmacy: 64%
DIY / garden center: 59%
Electronics store: 56%
Department store: 55%
Sports store: 54%
Furniture store: 48%
Book store: 45%
Jewelry store / jeweler: 38%
Furnishing and decoration store: 37%
Wholesale: 33%
None of the above: 2%
Food shopping by typeSupermarket (usual size): 83%
Discount store: 57%
Delicatessen counters in supermarkets: 49%
Bakery or bistro: 48%
Pharmacy: 44%
Supermarket (large): 41%
Farmers' market: 39%
Health food store: 33%
Online store / online retailer: 25%
Mini-market / kiosk: 15%
Food voucher provider: 15%
Other(s): 6%
I don't buy everyday products: 0%
Food consumed regularlyFruit + vegetables: 77%
Baked goods: 73%
Potatoes: 67%
Pasta: 67%
Dairy products (milk / yoghurt / cheese / etc.): 63%
Eggs: 63%
Meat + sausages: 55%
Rice: 54%
Sweets + chocolate: 52%
Fish + seafood: 48%
Snacks + potato potato chips: 47%
Breakfast cereals: 41%
Ice cream: 40%
Jam + chocolate spread: 39%
Frozen ready meals: 35%
Dairy substitutes (e.g. almond milk / oat milk): 35% e.g. almond milk / oat yoghurt): 30%
Meat substitutes (e.g. vegan sausages / plant-based burger patties): 28%
Ready meals: 27%
None of the above: 1%
Smartphone by brandApple: 45%
Samsung: 25%
Xiaomi/Mi: 6%
Google: 4%
Huawei: 4%
OPPO: 3%
Sony: 3%
Other(s): 2%
HTC: 1%
Motorola: 1%
Nokia: 1%
OnePlus: 1%
Realme: 0%
ZTE: 0%
I don't know: 0%
No answer: 0%
Use of financial productsCredit cards: 64%
Current accounts: 63%
Savings accounts: 59%
Equity investments (shares / investment funds): 45%
Real estate: 38%
Insurance with investment elements (e.g. life insurance): 34%
Cryptocurrencies (e.g. Bitcoin): 33%
Loans: 31%
Construction financing: 25%
Precious metals (e.g. gold): 23%
Mortgages: 19%
Other investments: 12%
I don't know: 0%
I don't use / own any financial products or investments: 0%
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