IT employees 2022 [BASIC].
DIV COLUMN (left)

Living situation
- Name
- Name (male): Thomas, Michael, Andreas, Stefan, Frank
- Name (female): Sabine, Susanne, Claudia, Petra, Andrea
- Age
- 30 - 49 years: 49%
- 50 - 64 years: 41%
- 18 - 29 years: 10%
- Gender
- Male: 81%
- Female: 19%
- Marital status
- Married: 53%
- In a relationship: 22%
- Single / unmarried: 20%
- Divorced / widowed: 6%
- I prefer not to say: 0%
- State
- North Rhine-Westphalia: 23
- Bavaria: 15%
- Baden-Wuerttemberg: 11%
- Lower Saxony: 9%
- Berlin: 7%
- Hesse: 6%
- Rhineland-Palatinate: 5%
- Saxony: 4%
- Schleswig-Holstein: 4%
- Brandenburg: 3%
- Hamburg: 3%
- Saxony-Anhalt: 3%
- Thuringia: 3%
- Mecklenburg-Western Pomerania: 2%
- Bremen: 1%
- Saarland: 1%
- Size of residence
- 20,000 to 100,000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Arnsberg): 25%.
- 5,000 to 20,000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 21%.
- 100,000 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 19%.
- 1,000,000 to 5,000,000 inhabitants (Cologne): 14%.
- Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 13%.
- 500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 8%.
- Housing situation
- Rental house / apartment: 52%
- Owner-occupied house/flat: 48%
- Household size
- 2 persons: 35%
- 3 persons: 24%
- 1 person: 19%
- 4 persons: 16%
- 5 or more persons: 6%
- Annual household income
- 36.000 to 50.400 Euro: 30%
- 50.400 to 69.600 Euro: 20%
- 69.600 to 91.200 Euro: 19%
- 26,400 to 36,000 euros: 12%.
- 91,200 to 117,600 euros: 8%
- 117,600 to 148,800 euros: 6%
- More than 148,800 euros: 5%
- Less than 18,000 euros: 0%
- 18,000 to 21,600 euros: 0%
- 21,600 to 26,400 euros: 0%
- I prefer not to say: 0%
- Children under 14 in the household
- No children: 66%
- 1 child: 20%
- 2 children: 12%
- 3 children: 2%
- 4 children: 0%
- 5 or more children: 0%
- Training
- Vocational training (journeyman / master craftsman): 51%
- Master's degree or comparable: 26%
- Bachelor or comparable: 21%
- Doctorate or comparable: 2%
- 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%
- Vehicle ownership
- Car: 92%
- Bicycle: 82%
- E-bike: 25%
- Motorcycle: 13%
- Scooter (like Vespa): 8%
- None of the above: 0%
- Impact of the COVID-19 pandemic
- I buy more online (whether products or services): 64%
- I avoid face-to-face encounters with other people: 64%.
- I have changed vacation plans or canceled vacations: 61%.
- I worked more from home: 44%
- I have tried to spend less money: 33%
- I have experienced anxiety and feelings of stress: 24%.
- My financial situation has worsened: 23%
- None of the above: 6%
- Insurances by type
- Health insurance: 100%
- Car insurance: 82%
- Personal liability insurance: 79
- Homeowner's insurance: 75%
- Legal expenses insurance: 60%
- Accident insurance: 48%
- Building insurance: 41%
- Life insurance: 41%
- Other(s): 20%
- I do not know: 0%
- I have no insurance: 0%
- Diets and nutrition
- I do not follow any dietary rules: 57%
- Low-Carb / No-Carb: 13%
- Lactose-free (no dairy products): 6%
- Other(s): 5%
- gluten free: 4%
- Vegan: 4%
- Vegetarian: 1%
DIV COLUMN END
DIV COLUMN (middle)
Personal characteristics & attitudes
- Hobbies and interests
- Technology and computers: 100%
- Outdoor activities: 60%
- Meeting friends: 58%
- Doing sports and fitness: 50%
- Reading: 49%
- Travel: 47%
- Cooking and baking: 46%
- Video games: 45%
- Gardening and plants: 42%
- DIY and crafts: 41%
- Cars and vehicles: 38%
- Pets: 35%
- Board and card games: 31%
- Photography: 28%
- Meditate and wellness: 20%
- Make music: 14%
- Writing: 13%
- Other(s): 6%
- I do not know: 0%
- Important aspects of life
- A happy relationship: 61%
- Lead an honest and respectable life: 42%
- Safety: 40%
- Make my own decisions: 39%
- Enjoy life: 33%
- social justice: 26%
- New learning: 25%
- Being successful: 18%
- Advance in my career: 8%
- Traditions: 8%
- A look at the personal future
- Rather optimistic: 40%
- Neither optimistic nor pessimistic: 36%
- Rather pessimistic: 13
- Very optimistic: 8%
- Very pessimistic: 3%
- I do not know: 0%
- Attitude towards innovation
- I like to keep up to date technologically: 62%.
- I like to try innovative products: 58%
- I only buy new technologies when they have been proven in practice: 38%.
- Among my friends, I am usually the first to try new technology: 32%.
- Products I buy must meet the highest standards: 26%.
- Always having the latest technology is important to me: 20%.
- None of the above: 1%
- Types of innovation adaptation
- Early majority: 36%
- Early adopters: 24
- Laggards: 24%
- Late majority: 10%
- Innovators: 6%
- Food attitudes
- I actively try to eat healthy: 66%
- I avoid artificial flavorings and preservatives: 48%.
- I try to eat less meat: 47%
- Food must be convenient and fast: 25%
- I do not like cooking: 22%
- I hardly have time for a real meal: 15%
- I am on a strict diet for health reasons: 11%.
- I have one or more food intolerances: 7%
- None of the above: 4%
- Internet settings
- I could no longer imagine a life without the Internet: 74%.
- It is important to me to have good mobile Internet reception anytime and anywhere: 68%.
- I protect my data: 64%
- I am well protected against viruses and data misuse: 64%
- Mobile reception is good in the area where I live: 62%.
- I am worried that my data will be misused on the Internet: 35%.
- The latest mobile communications standard is very important to me (5G): 32%.
- Storing confidential data online is too insecure for me: 32%.
- None of the above: 1%
- Attitudes towards digital media
- Digital services enable me to discover new and exciting content: 66%.
- I want to access my music / movies on all devices (TV, tablet, smartphone, ...): 58%
- I prefer digital content because it is easier to manage: 53%.
- Best picture and sound quality is important to me: 51%
- It's too expensive for me to afford all the streaming services I want: 40%
- I prefer physical media of movies, books or music (Venyl, CDs, DVDs,...): 25%
- I use alternative websites or apps to consume paidcontent for free: 16%.
- None of the above: 3%
- Attitudes towards services
- I like to organize my life with the smartphone: 57%.
- I am happy to pay for services or services that make my life easier and more convenient: 48%.
- I tend to book services and supplies online: 40%.
- I prefer services with personal contact: 34%
- I am often dissatisfied with services: 11%
- None of the above: 8%
- Attitudes towards health care
- I actively do something to stay healthy: 65%
- I undergo regular medical examinations: 65%.
- I could imagine online consultations via app or online chat: 62%.
- I would like to do more for my health: 59%.
- I can imagine having canabis prescribed to me for medical reasons: 55%.
- Patients have to pay too much for medicines and medical treatment: 41%.
- the healthcare system often fails patients: 41%.
- I prefer alternative healing methods to classical medicine: 12%.
- None of the above: 1%
- Attitudes to travel
- When I travel, I use my smartphone as a travel guide: 61%.
- I want to experience something unique when I travel: 54%
- When I travel, I book accommodation, rental cars and the like spontaneously with my smartphone: 28%.
- Sustainable travel is important to me: 27%
- When traveling, I always make sure to take the cheapest offer: 26%.
- Fear of terrorist attacks and political crises influence my travel behavior: 25%.
- None of the above: 4%
- Attitudes towards personal finances
- I am well aware of my financial situation: 75%.
- I could imagine handling all financial matters exclusively online: 72%.
- I am worried about my financial future: 39%.
- I could imagine managing all my financial affairs exclusively via smartphone: 37%.
- I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 26%
- I can imagine sourcing all financial services from internet companies like Apple or Google: 15%.
- Managing my personal financial affairs is too complicated for me: 8%.
- None of the above: 1%
- Attitudes towards mobility
- Owning a car is important to me: 70%.
- I am a car lover: 49%
- I would like to switch to more environmentally friendly means of transport: 47%.
- I can imagine getting into a self-driving cab: 43%.
- Driving is bad for the environment: 38%
- Public transport in my region is good: 38%
- There is not enough parking in my neighborhood: 33%.
- I spend too much time commuting: 28%
- None of the above: 0%
DIV COLUMN END
DIV COLUMN (right)
Media use & consumption
- Advertising touchpoints
- Search engines: 65%
- Video portals (e.g. YouTube): 64%
- Online stores: 59%
- Social media websites and apps: 51
- Other apps (smartphone / tablet / console / PC / smart TV): 43%.
- Other(s): 43%
- Newsletter: 42%
- Brand and product websites and apps: 39%
- Editorial websites and apps (e.g. news sites and magazines): 38%.
- Video streaming services (e.g. Netflix, Amazon Prime): 37%.
- Video games (smartphone / tablet / console / PC / smart TV): 28%.
- Music portals and streaming services (e.g. Spotify): 22%.
- Blogs / Forums: 21%
- I have not encountered any digital advertising: 4%
- I don't know: 3%
- Use of publishing media
- ePaper / online news websites: 70%
- Books (print): 58%
- E-mags / magazine websites (on topics such as fashion, sports, ...): 51%
- Podcasts: 48%
- Daily newspapers (print): 47
- Audio books (download): 41%
- Magazines (print): 40%
- eBooks: 39%
- Weekly newspaper (print): 25%
- None of the above: 3%
- Consumption of magazines and weeklies by brand
- Other(s): 37%
- The mirror: 30%
- star: 24%
- Focus: 17%
- Bild am Sonntag: 16%
- TV Spielfilm: 16%
- National Geographic: 14%
- Sport Bild: 11%
- I have not read any in the last 3 months: 11%.
- The time: 9%
- kicker: 9%
- TV Digital: 9%
- Woman image: 5%
- Brigitte: 5%
- Cosmopolitan: 5%
- Gala: 5%
- Hörzu: 5%
- Colorful: 4%
- Glamour: 3%
- Rolling Stone: 3%
- Vogue: 3%
- Elle: 2%
- Purchases of ePapers + Online News Website Subscriptions by Brand
- spiegel.de: 35%
- focus.de: 26%
- welt.de: 24%
- süddeutsche.de: 21%
- time.com: 21%
- Other(s): 21%
- bild.de: 18%
- Handelsblatt.com: 15%
- taz.de: 12%
- faz.net: 9%
- rp-online.de: 9%
- fr-online.de: 6%
- express.com: 3%
- waz.de: 3%
- wiwo.de: 3%
- mopo.de: 0%
- Social network usage by brand
- YouTube: 82%
- Facebook: 81%
- Instagram: 65%
- TikTok: 32%
- Twitter: 31%
- LinkedIn: 29%
- Pinterest: 27%
- XING: 21%
- Snapchat: 20%
- Reddit: 17%
- Twitch: 17%
- Flickr: 2%
- Yodel: 2%
- Tumblr: 2%
- WeChat: 2%
- Other(s): 2%
- Use of social networks by frequency
- Daily: 68%
- Several times a week: 20%
- Once a week: 4%
- Never: 3%
- Several times a month: 1%
- Once a month: 1%
- Less often: 1%
- Activities on social media
- Private messages sent: 64%
- Posts other users liked: 52%
- Commented on posts: 48%
- People followed: 44%
- Pictures / videos posted: 38%
- Text posts / status updates: 37%
- Posts shared by other users: 35%
- Posts liked by companies: 26%
- Company followed: 22%
- Company posts shared: 14%
- I only use social media passively: 14%
- I have not used social media: 7%
- Social media usage by platform type
- Messengers (like WhatsApp,...): 84%
- Social networks (such as Facebook): 76%
- Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 72%
- Business networks (e.g. LinkedIn): 29%
- (Micro-)Blogging (Twitter, Tumblr, WordPress...): 23%
- Discussion forums (Reddit, Quora,...): 22%
- Rating platforms (like Yelp, Tripadvisor ...): 19%
- Other(s): 7%
- I use social media irregularly: 3%
- Internet usage by device
- Smartphone: 97%
- Smart TV: 74%
- Tablet: 68%
- Desktop PC: 66%
- Notebook (without touchscreen): 65%
- Smart speakers (such as Amazon Echo): 41%
- Laptop with touchscreen: 37%
- Smartwatch: 37%
- Streaming device (like AppleTV, Chromecast, ...): 37%
- Internet access by type
- Broadband (DSL, cable, ...): 78%
- UMTS / GPRS / LTE Router: 9%
- mobile connection via smartphone / tablet: 8%
- the wireless connection of the landlord/neighbor: 4%.
- Satellite access: 1%
- 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: 95%
- Radio: 84%
- Newspapers: 67%
- Magazines: 62%
- Cinema: 23%
- Website and online service usage by type
- Search engines: 100%
- Online stores: 82%
- Video websites and apps (like YouTube): 66%
- News websites and apps: 57%
- Social media websites and apps: 57%
- Corporate websites and apps: 55%
- Newsletter: 45%
- Blogs: 19%
- None of the above: 0%
- Purchasing settings
- Clothing and shoes must be comfortable first and foremost: 76%
- When I shop, I look out for special offers: 70%.
- Being well dressed is very important to me: 57%
- When I stroll, I tend to make impulse purchases: 52%.
- I always shop in the same stores: 23%.
- None of the above: 1%
- Online shopping settings
- Before making a major purchase, I research online: 74%.
- Customer reviews on the Internet are very helpful: 60%
- I usually manage ordinary / recurring orders directly via my smartphone or tablet: 39%.
- When I order something, I prefer express shipping: 19%.
- Sometimes I deliberately order more products than I want to keep: 15%
- When I buy an item, I want to have it in my hands on the same day: 13%
- I miss the shopping experience when I store online: 12%.
- None of the above: 4%
- Brand Awareness by Category
- Consumer electronics: 80%
- Smartphone: 73%
- PC / Notebook: 63%
- TV and HiFi: 61%
- Clothing and shoes: 59%
- Household appliances: 50%
- Cars, motorcycles, bicycles: 49%
- Shoes: 49%
- Clothing: 44%
- Sports and outdoor products: 26%
- Alcoholic beverages: 25%
- Cosmetics and body care: 25%
- Detergents and cleaning agents: 24
- Bags and accessories: 23%
- Food and non-alcoholic beverages: 23%
- DIY and garden products: 21%
- Pet supplies: 18%
- Furniture and household goods: 15%
- Stationery and craft supplies: 13%
- Toys and baby products: 13%
- None of the above: 11%
- Purchase decision makers by category
- Consumer electronics (e.g., TV, smartphones): 91%
- Finance & insurance, telecommunications & electricity providers : 83%
- Cars, motorcycles, bicycles: 78%
- Household appliances: 76%
- Clothing, shoes, accessories: 74%
- Media (video, music, games): 69%
- Furniture + Housewares: 66%
- Goods for daily use (food, beverages, detergents + cleaning agents, drugstore supplies): 65%
- Travel: 62%
- Real estate: 51%
- Toys + baby products: 30%
- None of the above: 2%
- Sources of inspiration for new products
- Search engines (such as Google): 69%
- Online stores: 66%
- Friends and acquaintances: 61%
- In store: 51%
- Video websites and apps (like YouTube): 44%
- Brand websites and apps: 43%
- Price comparison websites: 41%
- Social media websites and apps: 41%
- Magazines and newspapers: 40%
- Customer reviews: 38%
- Magazine and newspaper websites and apps: 29%.
- Coupon and deal websites and apps: 28%
- Online forums: 28%
- Blogs and podcasts: 15%
- Celebrities: 11%
- Question/answer websites and apps: 11%.
- None of the above: 1%
- Information sources for product research
- Search engines (such as Google): 77%
- Online stores: 62%
- Price comparison websites: 42%
- Customer reviews: 40%
- In store: 39%
- Friends and acquaintances: 36%
- Brand websites and apps: 32%
- Video websites and apps (like YouTube): 28%
- Online forums: 24%
- Social media websites and apps: 16%
- Magazines and newspapers: 14%
- Coupon and deal websites and apps: 13%.
- Magazine and newspaper websites and apps: 11%.
- Question/answer websites and apps: 8%
- Blogs and podcasts: 7%
- None of the above: 0%
- Interest in product categories
- Consumer electronics (e.g., TV, smartphones): 86%
- Shoes: 76%
- Clothing: 75%
- Food & Drink: 75%
- Household appliances: 68%
- Books, Movies, Music & Games: 67%
- Cars: 67%
- Travel: 63%
- DIY + garden products: 55%
- Drugstore + health products: 54%
- Sports + outdoor products: 53%
- Furniture + Housewares: 51%
- Bicycles: 46%
- Bags + accessories: 45%
- Cosmetics + body care: 43%
- Stationery + hobby supplies: 39%
- Pet supplies: 38%
- Laundry & Home Care,: 36%
- Toys + baby products: 25%
- Motorcycles: 22%
- None of the above: 0%
- Relevance of digital services
- Check online if the product is available in the store: 65%.
- Order online and pick up in store: 53%
- Return / exchange in-store products ordered online: 50%.
- Home delivery of products purchased in the store: 46%.
- Online store search: 41%
- Pick up ordered products in the store outside opening hours: 40%.
- Buy in store and return by mail: 29%.
- None of the above: 10%
- Online purchases by category
- Clothing: 67%
- Consumer electronics (e.g., TV, smartphones): 66%
- Shoes: 57%
- Books, movies, music + games (excluding downloads): 45%.
- Household appliances: 42%
- Drugstore + health products: 32%
- Bags + accessories: 31%
- DIY + garden products: 30%
- Pet supplies: 28%
- Cosmetics + body care: 26%
- Sports + outdoor products: 26%
- Furniture + Housewares: 25%
- Stationery + hobby supplies: 22%
- Toys + baby products: 22%
- Other(s): 7%
- I have never bought anything online: 1%
- No answer: 0%
- Offline purchases by type
- Pharmacy: 77%
- Pharmacy / Perfumery: 73%
- DIY / Garden market: 71%
- Clothes / Shoe store: 67%
- Electronics store: 66%
- Department store: 57%
- Furniture store: 42%
- Sports store: 41%
- Bookstore: 34%
- Wholesale: 25%
- Furnishing and decoration store: 24%
- Jewelry store / jeweler: 22%
- None of the above: 3%
- Online vs. offline product research by category
- Consumer electronics (e.g. TV, smartphones): 85%.
- Household appliances: 69%
- Books, Movies, Music & Games: 48%
- Cars, motorcycles, bicycles: 46%
- Shoes: 45%
- Clothing: 44%
- DIY + garden products: 41%
- Furniture + Housewares: 36%
- Sports + outdoor products: 36%
- Bags + accessories: 31%
- Drugstore + health products: 25%
- Cosmetics + body care: 24%
- Stationery + hobby supplies: 24%
- Pet supplies: 22%
- Toys + baby products: 20%
- None of the above: 1%
- Online payments by brand
- PayPal: 96%
- Klarna: 52%
- Amazon Pay: 37%
- giropay: 29%
- Google Pay: 29%
- Apple Pay: 20%
- paydirekt: 13%
- AfterPay: 5%
- TransferWise: 5%
- BillPay: 3%
- MoneyGram: 3%
- Neteller: 3%
- Skrill: 3%
- Masterpass: 2%
- Trustly: 1%
- Other(s): 1%
- Food shopping by type
- Supermarket (usual size): 87%
- Discounters: 76%
- Bakery or bistro: 66%
- Pharmacy: 54%
- Supermarket (Large): 54%
- Delicatessen counters in supermarkets: 52%
- Specialized dealers: 50%
- Farmers market: 33%
- Natural food store: 26%
- Online store / online trade: 22%
- Food voucher provider: 9%
- Mini market / kiosk: 6%
- Other(s): 2%
- I do not buy products for daily use: 1%
- Cloud service usage
- Data and images stored online: 54%
- Online applications to create office documents (such as Google Docs, Microsoft Office Online, ...): 45%
- Online backup for computers or smartphones: 41%
- None of the above: 26%
- Smartphone by brand
- Samsung: 36%
- Apple: 28%
- Xiaomi/Mi: 9%
- Huawei: 8%
- Google: 4%
- Other(s): 3%
- LG: 2%
- Motorola: 2%
- Nokia: 2%
- OnePlus: 2%
- Sony: 2%
- Realme: 1%
- ZTE: 1%
- HTC: 0%
- OPPO: 0%
- I do not know: 0%
- No answer: 0%
- TV content preferences by genre
- Docs: 77%
- News (local or national): 75%
- Thriller / Mystery / Crime: 65%
- Comedies: 64%
- Science fiction and fantasy: 56%
- Sports: 50%
- Dramas: 35%
- Horror: 32%
- Music videos & shows: 31%
- Talk shows: 30%
- Animation (cartoons, anime,...): 26%
- Game shows: 21%
- Reality TV: 19%
- Children's programs: 17%
- Soap operas + telenovas: 11%
- Other(s): 11%
- Religious: 3%
- I don't know: 1%
DIV COLUMN END
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