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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%

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%
TV Spielfilm: 16%
Bild am Sonntag: 16%
National Geographic: 14%
I have not 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%
Woman image: 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: 59%
Household appliances: 50%
Cars, motorcycles, bicycles: 49%
Shoes: 49%
Clothing: 44%
Sports and outdoor products: 26%
Cosmetics and body care: 25%
Alcoholic beverages: 25%
Detergents and cleaning agents: 24
Food and non-alcoholic beverages: 23%
Bags and accessories: 23%
DIY and garden products: 21%
Pet supplies: 18%
Furniture and household goods: 15%
Toys and baby products: 13%
Stationery and craft supplies: 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%
Social media websites and apps: 41%
Price comparison websites: 41%
Magazines and newspapers: 40%
Customer reviews: 38%
Magazine and newspaper websites and apps: 29%.
Online forums: 28%
Coupon and deal websites and apps: 28%
Blogs and podcasts: 15%
Question/answer websites and apps: 11%.
Celebrities: 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%
Drugstore / 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%
No answer: 0%
I do not know: 0%
OPPO: 0%
HTC: 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%
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