
Living situation
- Name
- Name (male): Thomas, Andreas, Michael, Frank, Peter
- Name (female): Susanne, Sabine, Petra, Birgit, Andrea
- Age
- 18-29 years: 0%
- 30-49 years: 53%
- 50-64 years: 47%
- Gender
- Female: 49%
- Male: 51%
- Size of residence
- Under 5000 Inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 19%
- 5000 up to 20.000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 22%
- 20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 25%.
- 100.000 up to 500.000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 14%
- 500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 8%.
- 1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 11%.
- Housing situation
- Rented house/apartment: 62%
- Own house/ condominium: 38%
- Household size
- Single household: 28%
- Two-person household: 32%
- Small family (up to 2 children): 24%
- Large family (more than 2 children): 2%
- Other: 13%
- Annual household income
- Less than 18.000€: 12%
- Between 18.000€ - 21.600€: 7%
- Between 21.600€ - 26.400€: 6%
- Between 26.400€ - 36.000€: 12%
- Between 36.000€ - 50.400€: 18%
- Between 50.400€ - 69.600€: 11%
- Between 69.600€ - 91.200€: 11%
- Between 91.200€ - 117.600€: 4%
- Between 117.600€ - 148.800€: 2%
- Over €148,800: 2%
- Children under 14 in the household
- No children: 74%
- 1 Child: 16%
- 2 Children: 8%
- 3 Children: 2%
- 4 Children: 0%
- 5 or more children: 0%
- Type of employment
- Full-time employee: 52%
- Part-time employee: 17%
- Self-employed / freelancer: 7%
- Other: 23%
- Employment status
- Pupils: 0%
- Trainee / apprentice: 0%
- Student (University): 0%
- Full-time employee: 52%
- Part-time employee: 17%
- Self-employed / freelancer:7%
- Maternity/parental leave: 1%
- In retirement:10%
- Unemployed:10%
- Other:3%
- Training
- No formal education: 0%
- Elementary school: 0%
- Hauptschule / elementary school certificate, secondary school certificate / intermediate school leaving certificate: 21%
- University entrance qualification / Abitur: 12%
- Vocational training (journeyman / master craftsman): 45%
- Bachelor's degree or equivalent: 8%
- Master's degree or equivalent: 12%
- Doctoral degree or equivalent:1%
Values & Attitudes
- Hobbies & Interests
- Arts & Crafts: 11%
- Dancing: 12%
- Food & Nutrition: 40%
- Gardening: 33%
- Health and fitness: 32%
- Music: 49%
- Pets: 37%
- Photography: 20%
- Doing sport: 33%
- Read & Write: 43%
- Socializing: 38%
- Technology & Computers: 33%
- Travel: 45%
- Video games: 22%
- Watch sport: 25%
- Other: 11%
- Important aspects of life
- Be successful: 11%
- An honest and respectable life: 46%
- Have a good time: 34%
- Advance your career: 4%
- Safety and protection: 44%
- Making my own decisions: 41%
- A happy relationship: 56%
- Learn new things: 18%
- Traditions: 12%
- Social justice: 34%
- A look at the personal future
- Very optimistic: 5%
- Quite optimistic: 28%
- Neither optimistic nor pessimistic: 44%
- Quite pessimistic: 15%
- Very pessimistic: 6%
- Types of innovation adaptation
- Innovators: 2%
- Early adopters: 8%
- Early majority: 28%
- Late majority: 19%
- Latecomers: 43%
Media use
- Magazine / weekly newspaper consumption by brand
- Bild am Sonntag: 13%
- Image of the woman: 13%
- Brigitte: 8%
- Colorful: 9%
- Cosmopolitan: 3%
- The new leaf: 5%
- The Mirror: 23%
- The time: 8%
- Focus: 25%
- Frankfurter Allgemeine Sonntagszeitung: 5%
- Leisure Revue: 6%
- Gala: 7%
- kicker: 7%
- Star: 20%
- Superillu: 3%
- Other: 32%
- I have not read any in the last 3 months: 17%.
- Social network usage by brand
- Facebook: 82%
- Flickr: 2%
- Instagram: 43%
- Yodel: 2%
- LinkedIn: 16%
- Pinterest: 23%
- Reddit: 2%
- Snapchat: 8%
- TikTok: 8%
- Tumblr: 2%
- Twitter: 21%
- WeChat: 2%
- Xing: 14%
- YouTube: 68%
- Other: 7%
- Use of media services
- Audiobooks (download / streaming): 22%
- Digital music content (download / streaming): 72%
- Digital video content (download / streaming): 74%
- Music hardcopy (e.g. CD, vinyl): 43%
- Podcasts: 20%
- Radio: 80%
- TV (broadcast / cable / satellite): 91%
- Video hardcopy (e.g. DVD, Blu-ray): 44%
- None of the above: 1%
- Use of websites and online services by type
- Blogs: 10%
- Corporate websites and apps: 33%
- News websites and apps: 43%
- Newsletter: 39%
- Online stores: 72%
- Search engines: 98%
- Social media websites and apps: 39%
- Video websites and apps (e.g. YouTube): 41%
- None of the above: 2%
Personal settings
- Food attitudes
- Food must be convenient and fast: 20%
- I actively try to eat a healthy diet: 59%
- I am on a restricted diet for health reasons: 10%
- I avoid artificial flavors and preservatives: 44%
- I don't like cooking: 20%
- I have one or more food intolerances: 10%
- I rarely have time for a proper meal: 9%
- I try to avoid plastic packaging when buying food: 57%
- I try to eat less meat: 41%
- None of the above: 7%
- Attitudes towards mobility
- Driving is harmful to the environment: 31%
- I am a car enthusiast: 32%
- I can imagine using a self-driving cab: 19%
- I spend too much time commuting: 15%
- I would like to switch to more environmentally friendly means of transportation: 25%
- Owning a car is important to me: 64%
- The public transport system in my area is good: 36%
- There are not enough parking spaces where I live: 21%
- None of the above: 6%
- Attitudes to travel
- I prefer individual travel plans to package tours: 37%
- I want to experience something unique on my travels: 34%
- Fear of terrorist attacks and political crises influences my travel behavior: 22%
- When I'm on vacation, I use my smartphone as a guide: 32%
- When I'm traveling, I spontaneously book accommodation, a rental car, etc. via my smartphone:11%
- When it comes to travel, I always look for the best deal: 30%
- Sustainability is important to me when traveling: 16%
- None of the above: 19%
- Attitudes towards health care
- I actively do something for my health: 51%
- I can imagine using medical cannabis for treatment: %.
- I could imagine consulting doctors via app or online chat: 40%
- I prefer alternative healing methods to conventional medicine: 16%
- I undergo regular medical checks:53%
- I would like to do more for my health: 40%
- Patients have to pay too much for medication and medical treatment: 38%
- Thanks to the Internet, it is often possible to search for the best treatment method yourself: 19%
- The healthcare system often lets patients down: 36%
- None of the above: 7%
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