
Living situation
- Name
- Name (male): Jan, Daniel, Florian, Christian, Philipp
- Name (female): Katharina, Sarah, Julia, Anna, Stefanie
- Age
- 30 - 49 years: 68%
- 50 - 64 years: 21%
- 18 - 29 years: 10%
- Gender
- Male: 62%
- Female: 38%
- Marital status
- Married: 67%
- Single / unmarried: 19%
- In a relationship: 12%
- Divorced / widowed: 3%
- I'd rather not say: 0%
- State
- Berlin: 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 residence
- 1.000.000 up to 5.000.000 Inhabitants: 35%
- 20.000 up to 100.000 Inhabitants: 17%
- 100.000 up to 500.000 Inhabitants: 16%
- 500.000 up to 1.000.000 Inhabitants: 14%
- 5.000 up to 20.000 Inhabitants: 11%
- Under 5.000 Inhabitants: 6%
- I don't know: 0%
- Household size
- 4 Persons: 35%
- 3 Persons: 27%
- 2 Persons: 20%
- 1 Person: 15%
- 5 or more persons: 4%
- Household constellation
- My 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 household
- No children: 45%
- 1 Child: 30%
- 2 Children: 22%
- 3 Children: 3%
- 4 Children: 0%
- 5 or more children: 0%
- Current accommodation
- I live in my own home: 51%
- I live in a rented apartment: 33%
- I live in my own home: 11%
- I live in a rented house: 5%
- Pets in the household
- Cat: 41%
- Dog: 37%
- I have no pets: 33%
- Fish: 10%
- Bird (e.g. budgerigar, parrot): 6%
- Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 6%
- Reptile (e.g. lizard, snake, turtle): 3%
- Insect (e.g. spider): 2%
- Other(s): 1%
- Annual household income
- 69.600 up to 91.200 Euro: 18%
- 91.200 up to 117.600 Euro: 17%
- 50.400 up to 69.600 Euro: 15%
- More than 148.800 Euro: 15%
- 36.000 up to 50.400 Euro: 10%
- 117.600 up to 148.800 Euro: 9%
- I'd rather not say that: 7%
- Less than 18.000 euros: 3%
- 26.400 up to 36.000 Euro: 3%
- 21.600 up to 26.400 Euro: 2%
- 18.000 up to 21.600 Euro: 1%
- Effects of economic circumstances
- My cost of living has risen noticeably: 49%
- I have tried to spend less money: 44%
- My financial situation has deteriorated: 25%
- None of the above: 25%
- I have experienced anxiety and feelings of stress: 21%
- I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 20%
- I am worried that I will not be able to pay my bills (e.g. rent, utilities): 12%
- I had to use up my household savings to cover my expenses: 12%
- I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 9%
- I have lost my job in the last 12 months: 5%
- Education level
- Bachelor or comparable: 49%
- Master's degree or comparable: 45%
- 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%
- 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 do not work / do not go to school or university: 0%
- Diets and nutrition
- I do not follow any dietary rules: 37%
- Flexitarians (mainly plant-based foods, occasionally also meat and fish): 28%
- Low-carb / no-carb: 22%
- Gluten-free: 13%
- Other(s): 7%
Facts for recruiting
Where are you looking for new jobs or open for job opportunities?
LinkedIn: 47.7%
Job boards such as StepStone and Co.: 47.7%
Specialist job boards: 42.7 %
Websites: 36.4%
Career website of companies: 31.8%
XING: 22.3%
Classifieds portals: 20.5%
Apps: 18.2%
Trade media: 15.9%
Direct contact by e-mail: 15.9%
Search engine advertising: 15.6%
None of these: 13.6%
YouTube: 11.4%
Direct approach via message in social networks: 11.4%
Direct approach by telephone: 11.2%
Facebook: 9.1%
Banner advertising: 9.0%
Instagram: 6.8%
TikTok: 2.3%
Pinterest: 1.5%
What is your favorite way to apply?
By e-mail: 40.9%
By post: 16.1%
Via the career website: 13.9%
Via a job exchange: 11.4%
No preference: 11.4%
Via social media: 9.5%
Via smartphone: 2.9%
None of these: 2.3%
What makes a good application process for you?
I would like quick feedback (confirmation of receipt, announcement of how to proceed and when): 59.1%
The texts must be formulated in an appealing way: 45.5%
It has to be quick (maximum 10-20 minutes): 34.1%
I would like video insights into the company as part of the job advertisement: 16.2%
The photos accompanying the job advertisement should show authentic employees: 20.5%
Mobile-optimized application process: 15.9%
What has ever stopped you from applying for a job?
I had to register to apply: 36.4%
The text was badly worded: 31.8%
The application process was too cumbersome: 27.3%
The pictures looked like something out of a catalog: 27.3%
The text struck me as a standard tender: 22.7%
I didn't like the layout: 18.2%
None of this / I have never been in this situation: 13.6%
The text was too long: 13.2%
The page I wanted to apply to was not mobile-optimized: 11.4%
What content are companies most likely to use to make you aware of new jobs?
Insights behind the scenes of the company (as video, photo, text): 36.4%
Short videos: 31.8%
Events on site (trade fairs,...): 30.9%
Social media content: 25.0%
Infographics: 22.7%
Lectures & webinars: 22.3%
Short photo/text combinations: 20.5%
Digital / hybrid events: 19.5%
Podcasts: 15.9%
eBooks / Whitepapers: 11.4%
Useful content (tips, tricks,...): 9.1%
None of the above: 6.8%
Quizzes, games, challenges: 4.5%
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%
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