Living situation
- Name
- Name (male): Lukas, Leon, Tim, Luca, Finn
- Name (female): Anna, Hannah, Lea, Leonie, Lena
- Age
- 18-29 years: 100%
- 30-49 years: 0%
- 50-64 years: 0%
- Gender
- Female: 48%
- Male: 52%
- Size of residence
- Under 5000 inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 16%.
- 5000 to 20,000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 20%.
- 20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 20%.
- 100,000 to 500,000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 19%.
- 500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 9%.
- 1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 11%.
- Housing situation
- Rented house/apartment: 71%
- Own house/ condominium: 29%
- Household size
- Single household: 20%
- Two-person household: 23%
- Small family (up to 2 children): 19%
- Large family (more than 2 children): 1%
- Other: 35%
- Annual household income
- Less than €18,000: 21%
- Between €18,000 - €21,600: 8%
- Between €21,600 - €26,400: 6%
- Between €26,400 - €36,000: 8%
- Between €36,000 - €50,400: 13%
- Between €50,400 - €69,600: 6%
- Between €69,600 - €91,200: 5%
- Between €91,200 - €117,600: 3%
- Between €117,600 - €148,800: 1%
- Over €148,800: 2%
- Children under 14 in the household
- No children: 79%
- 1 child: 15%
- 2 children: 5%
- 3 children: 1%
- 4 children: 0%
- 5 or more children: 0%
- Type of employment
- Full-time employee: 27%
- Part-time employee: 7%
- Self-employed / freelancer: 2%
- Other: 64%
- Employment status
- Pupils: 9%
- Apprentice / trainee: 11%
- Student (university): 35
- Full-time employee: 27%
- Part-time employee: 7%
- Self-employed / freelancer:2%
- Maternity/parental leave: 1%
- Retired:0%
- Unemployed:5%
- Other:1%
- Training
- No formal education: 1%
- Primary school: 1%
- Secondary school leaving certificate / elementary school leaving certificate, secondary school leaving certificate / intermediate school leaving certificate: 23%
- Higher education entrance qualification / Abitur: 47%
- Vocational training (journeyman / master craftsman): 11%
- Bachelor's degree or equivalent: 13%
- Master's degree or equivalent: 4%
- Doctorate or equivalent:0%
Values & Attitudes
- Hobbies & Interests
- Arts & Crafts: 15%
- Dancing: 20%
- Food & Nutrition: 37%
- Gardening: 11%
- Health and fitness: 37%
- Music: 56%
- Pets: 31%
- Photography: 27%
- Doing sport: 47%
- Reading & Writing: 36
- Socializing: 36%
- Technology & Computers: 33
- Travel: 41%
- Video games: 42
- Watching sports: 18%
- Other: 5%
- Important aspects of life
- Be successful: 32%
- An honest and respectable life: 30%
- Having a good time: 41%
- Advance career: 19%
- Safety and security: 31%
- Making my own decisions: 31%
- A happy relationship: 56%
- Learning new things: 26%
- Traditions: 10%
- Social justice: 25%
- A look at the personal future
- Very optimistic: 15%
- Quite optimistic: 42%
- Neither optimistic nor pessimistic: 29%
- Quite pessimistic: 9%
- Very pessimistic: 2%
- Types of innovation adaptation
- Innovators: 1%
- Early adopters: 10%
- Early majority: 39
- Late majority: 19%
- Stragglers: 30%
Media use
- Magazine / weekly newspaper consumption by brand
- Bild am Sonntag: 19%
- Image of the woman: 15%
- Brigitte: 14%
- Coloured: 10%
- Cosmopolitan: 19%
- The new leaf: 10%
- The mirror: 30%
- The Time: 18%
- Focus: 22%
- Frankfurter Allgemeine Sonntagszeitung: 6%
- Leisure Revue: 5%
- Gala: 11%
- kicker: 6%
- Star: 16%
- Superillu: 3%
- Other: 21%
- I have not read any in the last 3 months: 14%.
- Social network usage by brand
- Facebook: 58%
- Flickr: 5%
- Instagram: 86%
- Yodel: 11%
- LinkedIn: 12%
- Pinterest: 26%
- Reddit: 17%
- Snapchat: 52%
- TikTok: 30%
- Tumblr: 9%
- Twitter: 29%
- WeChat: 3%
- Xing: 8%
- YouTube: 81%
- Other: 3%
- Use of media services
- Audiobooks (download / streaming): 28%
- Digital music content (download / streaming): 94%
- Digital video content (download / streaming): 95%
- Music hardcopy (e.g. CD, vinyl): 30%.
- Podcasts: 40%
- Radio: 67%
- TV (broadcast / cable / satellite): 81%
- Video hardcopy (e.g. DVD, Blu-ray): 42%
- None of the above: 0%
- Use of websites and online services by type
- Blogs: 21%
- Corporate websites and apps: 43
- News websites and apps: 38%
- Newsletter: 24%
- Online shops: 69%
- Search engines: 99%
- Social media websites and apps: 62
- Video websites and apps (e.g. YouTube): 59%
- None of the above: 1%
Personal settings
- Food attitudes
- The food must be convenient and fast: 22%
- I actively try to eat healthy: 62%
- I am on a restricted diet for health reasons: 8%
- I avoid artificial flavours and preservatives: 32%.
- I don't like to cook: 20%
- I have one or more food intolerances: 15%.
- I rarely have time for a proper meal: 17%
- I try to avoid plastic packaging when buying food: 53%.
- I try to eat less meat: 44%
- None of the above: 4%
- Attitudes towards mobility
- Driving is harmful to the environment: 43%
- I am a car enthusiast: 41%
- I can imagine using a self-driving taxi: 27%
- I spend too much time commuting: 20%
- I would like to switch to more environmentally friendly means of transport: 41%
- Owning a car is important to me: 52%
- The public transport system in my area is good: 41%
- There are not enough parking spaces where I live: 31%
- None of the above: 3%
- Attitudes to travel
- I prefer individual travel plans to package tours: 35%
- I want to experience something unique on my travels: 52%
- Fear of terrorist attacks and political crises influences my travel behaviour: 22%
- When I am on holiday, I use my smartphone as a guide: 58%.
- When I am on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:24%
- When it comes to travel, I always look for the best deal: 47%.
- Sustainability is important to me when travelling: 23%
- None of the above: 5%
- Attitudes towards health care
- I actively do something for my health: 49%
- I can imagine using medical cannabis for treatment: %.
- I could imagine consulting doctors via app or online chat: 43%
- I prefer alternative healing methods to conventional medicine: 17%
- I undergo regular medical check-ups:33%
- I would like to do more for my health: 56%
- Patients have to pay too much for medication and medical treatment: 32%
- Thanks to the internet, it is often possible to search for the best treatment method yourself: 24%.
- The health system often lets patients down: 29%
- None of the above: 5%
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