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 sports: 33
Reading & Writing: 43
Socialising: 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%
Having a good time: 34%
Advancing your career: 4%
Safety and security: 44%
Making my own decisions: 41%
A happy relationship: 56%
Learning 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%
Laggards: 43%

Media use

Magazine / weekly newspaper consumption by brand
Bild am Sonntag: 13%
Image of the woman: 13%
Brigitte: 8%
Coloured: 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 shops: 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 healthy: 59%
I am on a restricted diet for health reasons: 10%.
I avoid artificial flavours and preservatives: 44%.
I don't like to cook: 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 taxi: 19%
I spend too much time commuting: 15%
I would like to switch to more environmentally friendly means of transport: 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 behaviour: 22%
When I am on holiday, I use my smartphone as a guide: 32%.
When I am on the road, 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 travelling: 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 check-ups: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 health system often lets patients down: 36%
None of the above: 7%
Sources
Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
Federal Statistical Office
Popular-First-Names.com
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