Values & Attitudes

Hobbies & Interests
Arts & Crafts: 11%
Dancing: 9%
Food & Nutrition: 40%
Gardening: 39%
Health and fitness: 28%
Music: 43%
Pets: 33%
Photography: 19%
Doing sports: 24
Reading & Writing: 45
Socializing: 40%
Technology & Computers: 31%
Travel: 44%
Video games: 12%
Watching sports: 26%
Other: 13%
Important aspects of life
Being successful: 7%
An honest and respectable life: 52%
Having a good time: 28%
Advancing your career: 1%
Safety and security: 44%
Making my own decisions: 46%
A happy relationship: 53
Learning new things: 17%
Traditions: 12%
Social justice: 40%
A look at the personal future
Very optimistic: 4%
Quite optimistic: 27%
Neither optimistic nor pessimistic: 45%
Quite pessimistic: 19%
Very pessimistic: 4%
Types of innovation adaptation
Innovators: 1%
Early adopters: 5%
Early majority: 19%
Late majority: 19%
Laggards: 56%

Media use

Magazine / weekly newspaper consumption by brand
Bild am Sonntag: 15%
Image of the woman: 11%
Brigitte: 6%
Coloured: 9%
Cosmopolitan: 2%
The new leaf: 3%
The Mirror: 23%
The time: 6%
Focus: 22%
Frankfurter Allgemeine Sonntagszeitung: 4%
Leisure Revue: 7%
Gala: 4%
kicker: 6%
Star: 18%
Superillu: 7%
Other: 33%
I have not read any in the last 3 months: 17%.
Social network usage by brand
Facebook: 81%
Flickr: 0%
Instagram: 25%
Yodel: 0%
LinkedIn: 13%
Pinterest: 22%
Reddit: 0%
Snapchat: 2%
TikTok: 3%
Tumblr: 0%
Twitter: 12%
WeChat: 0%
Xing: 15%
YouTube: 59%
Other: 7%
Use of media services
Audiobooks (download / streaming): 11%
Digital music content (download / streaming): 58%
Digital video content (download / streaming): 60%
Music hardcopy (e.g. CD, vinyl): 48%
Podcasts: 12%
Radio: 79%
TV (broadcast / cable / satellite): 91%
Video hardcopy (e.g. DVD, Blu-ray): 36%
None of the above: 1%
Use of websites and online services by type
Blogs: 5%
Corporate websites and apps: 28
News websites and apps: 37
Newsletter: 39%
Online shops: 65
Search engines: 94%
Social media websites and apps: 25%
Video websites and apps (e.g. YouTube): 29%
None of the above: 4%

Personal settings

Food attitudes
Food must be convenient and fast: 19%
I actively try to eat healthy: 62%
I am on a restricted diet for health reasons: 11%
I avoid artificial flavours and preservatives: 47%.
I do not like to cook: 13%
I have one or more food intolerances: 4%
I rarely have time for a proper meal: 5%
I try to avoid plastic packaging when buying food: 65%
I try to eat less meat: 44%
None of the above: 6%
Attitudes towards mobility
Driving is harmful to the environment: 29%
I am a car enthusiast: 26%
I can imagine using a self-driving taxi: 15%.
I spend too much time commuting: 8%
I would like to switch to more environmentally friendly means of transport: 23%
Owning a car is important to me: 69%
The public transport system in my area is good: 42%
There are not enough parking spaces where I live: 15%.
None of the above: 4%
Attitudes to travel
I prefer individual travel plans to package tours: 39%
I want to experience something unique on my travels: 29%
Fear of terrorist attacks and political crises influences my travel behaviour: 25%
When I am on holiday, I use my smartphone as a guide: 21%.
When I'm on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:6%
When it comes to travel, I always look for the best deal: 25%
Sustainability is important to me when travelling: 15%
None of the above: 20%
Attitudes towards health care
I actively do something for my health: 50%
I can imagine using medical cannabis for treatment: %.
I could imagine consulting doctors via app or online chat: 37%
I prefer alternative healing methods to conventional medicine: 11%
I undergo regular medical check-ups:60%
I would like to do more for my health: 33%
Patients have to pay too much for medication and medical treatment: 48%
Thanks to the internet, it is often possible to search for the best treatment method yourself: 14%.
The health system often lets patients down: 39%
None of the above: 6%
Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
Federal Statistical Office

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