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%
Sources
Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
Federal Statistical Office
Popular-First-Names.com
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