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Personal characteristics & attitudes

Hobbies and interests
Meeting friends: 50%
Outdoor activities: 49%
Reading: 49%
Cooking and baking: 45%
Travel: 44%
Doing sports and fitness: 42%
Gardening and plants: 35%
Technology and computers: 35%
Pets: 32%
DIY and crafts: 27%
Video games: 27%
Board and card games: 23%
Photography: 22%
Meditate and wellness: 19%
Cars and vehicles: 17%
Writing: 13%
Make music: 12%
Other(s): 5%
I don't know: 1%
Important aspects of life
A happy relationship: 58%
Lead an honest and respectable life: 40%.
Safety: 39%
Making my own decisions: 38
Enjoy life: 37%
social justice: 27%
New learning: 23%
Being successful: 21%
Advance in my career: 9%
Traditions: 9%
A look at the personal future
Neither optimistic nor pessimistic: 38%
Rather optimistic: 34%
Rather pessimistic: 14
Very optimistic: 9%
Very pessimistic: 4%
I don't know: 1%
Attitude towards innovation
I only buy new technologies when they have been proven in practice: 44%.
I like to stay technologically up to date: 43%.
I like to try innovative products: 42%
Among my friends, I'm usually the first to try new technology: 20%
The products I buy must meet the highest standards: 20%.
Always having the latest technology is important to me: 12%
None of the above: 5%
Types of innovation adaptation
Early majority: 38%
Latecomers: 35
Early adopters: 14
Late majority: 12%
Innovators: 2%
Food attitudes
I actively try to eat healthy: 62%
I try to eat less meat: 49%
I avoid artificial flavorings and preservatives: 41%
Eating must be convenient and fast: 22%
I do not like cooking: 19%
I hardly have time for a proper meal: 12%.
I have one or more food intolerances: 11%.
I keep a strict diet for health reasons: 9%.
None of the above: 7%
Internet settings
I could no longer imagine a life without the Internet: 67%.
It's important to me to have good mobile internet reception anytime, anywhere: 60%
Mobile reception is good in the area where I live: 49%.
I protect my data: 48%
I am well protected against viruses and data misuse: 47%
I am worried that my data will be misused on the Internet: 39%
Storing confidential data online is too insecure for me: 36%.
The latest mobile communications standard is very important to me (5G): 22%.
None of the above: 2%
Attitudes towards digital media
Digital services enable me to discover new and exciting content: 55%.
I want to access my music / films on all devices (TV, tablet, smartphone, ...): 49%
I prefer digital content because it is easier to manage: 47%
Best picture and sound quality is important to me: 41%
It's too expensive to afford all the streaming services I want: 35%.
I prefer physical media of movies, books or music (Venyl, CDs, DVDs,...): 27%
I use alternative websites or apps to consume paidcontent for free: 16%.
None of the above: 6%
Attitudes towards services
I like to organize my life with the smartphone: 48%.
I am happy to pay for services or services that make my life easier and more convenient: 37%.
I prefer services with personal contact: 32%
I tend to book services and services online: 30%.
None of the above: 15%
I am often dissatisfied with services: 10%.
Attitudes towards health care
I actively do something to stay healthy: 62%
I undergo regular medical examinations: 59%.
I could imagine online consultations via app or online chat: 58%.
I would like to do more for my health: 57%.
I can imagine having canabis prescribed to me for medical reasons: 48%.
Patients have to pay too much for medicines and medical treatment: 40%.
the healthcare system often fails patients: 39%.
I prefer alternative healing methods to classical medicine: 16%.
None of the above: 2%
Attitudes to travel
When I travel, I use my smartphone as a travel guide: 56%.
I want to experience something unique when I travel: 48%
When I travel, I always make sure to take the cheapest offer: 31%.
When I travel, I book accommodation, rental cars and the like spontaneously with my smartphone: 25%
Sustainable travel is important to me: 23%
Fear of terrorist attacks and political crises influence my travel behavior: 21%.
None of the above: 4%
Attitudes towards personal finances
I am well aware of my financial situation: 70%.
I could imagine handling all financial matters exclusively online: 57%.
I could imagine managing all my financial affairs exclusively via smartphone: 36%.
I am worried about my financial future: 35%.
I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 18%
I can imagine sourcing all financial services from internet companies like Apple or Google: 10%.
Managing my personal financial affairs is too complicated for me: 6%
None of the above: 4%
Attitudes towards mobility
Owning a car is important to me: 66%
I would like to switch to more environmentally friendly means of transport: 40%.
Driving is bad for the environment: 37%
Public transport in my region is good: 36%
I am a car lover: 34%
I can imagine getting into a self-driving cab: 30%.
There is not enough parking in my neighborhood: 26%.
I spend too much time commuting: 20%.
None of the above: 2%

Media use & consumption

Advertising touchpoints
Search engines: 52%
Video portals (e.g. YouTube): 50%.
Online shops: 49
Social media websites and apps: 45
Newsletter: 35%
Other apps (smartphone / tablet / console / PC / smart TV): 33%.
Other(s): 33%
Brand and product websites and apps: 30%
Video streaming services (e.g. Netflix, Amazon Prime): 29%.
Editorial websites and apps (e.g. news sites and magazines): 28%.
Video games (smartphone / tablet / console / PC / smart TV): 19%.
Music portals and streaming services (e.g. Spotify): 18%.
Blogs / Forums: 15%
I have not encountered any digital advertising: 6%
I do not know: 4%
Use of publishing media
ePaper / online news websites: 55%
Books (print): 52%
Podcasts: 43%
Audio books (download): 37%
Daily newspapers (print): 36
eBooks: 35%
Magazines (print): 33%
E-mags / magazine websites (on topics such as fashion, sports, ...): 32%
Weekly newspaper (print): 22%
None of the above: 6%
Consumption of magazines and weeklies by brand
Other(s): 33%
The Mirror: 28%
Focus: 17%
star: 16%
Bild am Sonntag: 14%
The Time: 13%
National Geographic: 13%
Woman image: 12%
Gala: 12%
Brigitte: 10%
TV Spielfilm: 10%
I have not read any in the last 3 months: 9%
Coloured: 9%
kicker: 8%
Cosmopolitan: 8%
Glamour: 7%
Hörzu: 6%
Sports Image: 6%
TV Digital: 6%
Vogue: 6%
Elle: 4%
Rolling Stone: 3%
Purchases of ePapers + Online News Website Subscriptions by Brand
bild.de: 32%
spiegel.de: 27%
focus.de: 26%
Other(s): 22%
Handelsblatt.com: 18%
süddeutsche.de: 18%
welt.de: 17%
time.com: 17%
faz.net: 16%
express.de: 10%
fr-online.de: 7%
taz.de: 7%
mopo.de: 6%
waz.de: 6%
wiwo.de: 6%
rp-online.de: 5%
Social network usage by brand
Facebook: 71%
YouTube: 69%
Instagram: 65%
Pinterest: 31%
TikTok: 27%
Twitter: 27%
LinkedIn: 26%
XING: 21%
Snapchat: 17%
Twitch: 12%
Reddit: 10%
Flickr: 4%
Yodel: 4%
Tumblr: 4%
WeChat: 3%
Other(s): 3%
Use of social networks by frequency
Daily: 67%
Several times a week: 19%
Never: 4%
Once a week: 3%
Several times a month: 3%
Once a month: 2%
Less often: 2%
Activities on social media
Private messages sent: 62%
Posts other users liked: 50%
People followed: 46%
Commented on posts: 45%
Pictures / videos posted: 38%
Text posts / status updates: 37%
Posts shared by other users: 30%
Posts liked by companies: 24%
Company followed: 21%
I only use social media passively: 12%
Company posts shared: 11%
I have not used social media: 7%
Social media usage by platform type
Messengers (like WhatsApp,...): 76%
Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 64%
Social networks (such as Facebook): 64%
Business networks (e.g., LinkedIn): 28%
(Micro-)Blogging (Twitter, Tumblr, WordPress...): 23%
Rating platforms (such as Yelp, Tripadvisor ...): 14%
Discussion forums (Reddit, Quora,...): 14%
I use social media irregularly: 6%
Other(s): 5%
Internet usage by device
Smartphone: 94%
Smart TV: 61%
Tablet: 61%
Notebook (without touchscreen): 59%.
Desktop PC: 51%
Laptop with touchscreen: 37%
Smartwatch: 33%
Smart speakers (such as Amazon Echo): 32%
Streaming device (like AppleTV, Chromecast, ...): 30%
Internet access by type
Broadband (DSL, cable, ...): 64%
mobile connection via smartphone / tablet: 14%
UMTS / GPRS / LTE router: 12%
the wireless connection of the landlord/neighbor: 6%.
Satellite access: 2%
Other connection technologies: 1%
I don't know: 1%
I do not have an internet connection at home: 0%
Media usage by channel
(mobile) Internet: 100%
TV: 92%
Radio: 77%
Newspapers: 56%
Magazines: 52%
Cinema: 24%
Website and online service usage by type
Search engines: 99%
Online stores: 77%
Social media websites and apps: 57%
Video websites and apps (like YouTube): 53%
News websites and apps: 51%
Corporate websites and apps: 45%
Newsletter: 39%
Blogs: 17%
None of the above: 1%
Purchasing settings
When I shop, I look out for special offers: 74%.
Clothing and shoes must be comfortable first and foremost: 63%
Being well dressed is very important to me: 52%
When I stroll, I tend to make impulse purchases: 48%
I always shop in the same stores: 31%.
None of the above: 1%
Online shopping settings
Before making a major purchase, I research online: 63%.
Customer reviews on the Internet are very helpful: 55%
I usually manage ordinary / recurring orders directly via my smartphone or tablet: 35%.
Sometimes I deliberately order more products than I want to keep: 19%
When I order something, I prefer express shipping: 18%.
I miss the shopping experience when I store online: 12%.
When I buy an item, I want to have it in my hands the same day: 11%.
None of the above: 5%
Brand Awareness by Category
Consumer electronics: 69%
Smartphone: 62%
Clothing: 54%
PC / notebook: 49%
TV and HiFi: 45%
Shoes: 44%
Clothing: 38%
Household appliances: 37%
Cars, motorcycles, bicycles: 34%
Bags and accessories: 24%
Cosmetics and body care: 23%
Sports and outdoor products: 20%
Alcoholic beverages: 19%
Detergents and cleaning agents: 18%
Food and non-alcoholic beverages: 17%
None of the above: 13%
Pet supplies: 13%
DIY and garden products: 12%
Furniture and household goods: 11%
Toys and baby products: 10%
Stationery and craft supplies: 9%
Purchase decision makers by category
Clothing, shoes, accessories: 78%
Consumer electronics (e.g. TV, smartphones): 73%
Household appliances: 72%
Finance & insurance, telecommunications & electricity providers : 69%
Goods for daily use (food, beverages, detergents + cleaning agents, drugstore supplies): 68%
Furniture + Housewares: 63%
Travel: 60%
Cars, motorcycles, bicycles: 59%
Media (video, music, games): 57%
Real estate: 45%
Toys + baby products: 31%
None of the above: 3%
Sources of inspiration for new products
Friends and acquaintances: 60%
Search engines (such as Google): 59
Online stores: 53%
In store: 41%
Social media websites and apps: 39%
Video websites and apps (like YouTube): 30%
Brand websites and apps: 28%
Price comparison websites: 28
Magazines and newspapers: 26%
Customer reviews: 24%
Coupon and deal websites and apps: 22%.
Magazine and newspaper websites and apps: 19%.
Online forums: 17%
Blogs and podcasts: 15%
Celebrities: 12%
Question/answer websites and apps: 6%.
None of the above: 2%
Information sources for product research
Search engines (such as Google): 68%
Online stores: 51%
Customer reviews: 37%
Price comparison websites: 35
Friends and acquaintances: 32%
Brand websites and apps: 31%
In store: 30%
Video websites and apps (like YouTube): 20%
Online forums: 18%
Social media websites and apps: 18%
Coupon and deal websites and apps: 11%.
Magazine and newspaper websites and apps: 10%
Magazines and newspapers: 10%
Question/answer websites and apps: 10%.
Blogs and podcasts: 8%
None of the above: 2%
Interest in product categories
Clothing: 75%
Shoes: 72%
Food & Drink: 69%
Consumer electronics (e.g., TV, smartphones): 63%
Books, Movies, Music & Games: 55%
Drugstore + health products: 54%
Travel: 52%
Bags + accessories: 49%
Household appliances: 49%
Cosmetics + body care: 48%
Cars: 40%
Furniture + Housewares: 39%
Sports + outdoor products: 39%
DIY + garden products: 36%
Detergents & cleaning agents,: 33%
Stationery + hobby supplies: 33%
Pet supplies: 29%
Bicycles: 26%
Toys + baby products: 19%
Motorcycles: 14%
None of the above: 1%
Relevance of digital services
Check online if the product is available in the store: 53%.
Return / exchange in-store products ordered online: 41%.
Home delivery of products purchased in the store: 39%.
Order online and pick up in store: 38%
Online Shop Search: 30%
Buy in store and return by mail: 28%.
Picking up ordered products in the store outside opening hours: 26%.
None of the above: 15%
Online purchases by category
Clothing: 60%
Shoes: 53%
Consumer electronics (e.g., TV, smartphones): 37%
Books, movies, music + games (excluding downloads): 36%.
Household appliances: 31%
Bags + accessories: 31%
Drugstore + health products: 28%
Cosmetics + body care: 26%
Furniture + Housewares: 21%
Pet supplies: 21%
Sports + outdoor products: 21%
DIY + garden products: 20%
Stationery + hobby supplies: 18%
Toys + baby products: 18%
Other(s): 6%
I have never bought anything online: 2%
No answer: 0%
Offline purchases by type
Pharmacy: 74%
Clothes / Shoe store: 67%
Drugstore / Perfumery: 67%
DIY / Garden market: 59%
Electronics store: 49%
Department store: 46%
Bookstore: 37%
Furniture store: 37%
Sports store: 34%
Furnishing and decoration store: 27%
Jewelry store / jeweler: 20%
Wholesale: 19%
None of the above: 4%
Online vs. offline product research by category
Consumer electronics (e.g. TV, smartphones): 60%
Household appliances: 51%
Clothing: 39%
Books, Movies, Music & Games: 38%
Shoes: 37%
Bags + accessories: 28%
Furniture + Housewares: 27%
Cars, motorcycles, bicycles: 25%
Sports + outdoor products: 24%
Cosmetics + body care: 22%
DIY + garden products: 22%
Drugstore + health products: 21%
Stationery + hobby supplies: 15%
Pet supplies: 14%
Toys + baby products: 14%
None of the above: 6%
Online payments by brand
PayPal: 94%
Klarna: 52%
Amazon Pay: 34%
giropay: 22%
Apple Pay: 18%
Google Pay: 16%
paydirekt: 10%
AfterPay: 6%
Skrill: 3%
BillPay: 2%
Masterpass: 2%
TransferWise: 2%
Other(s): 2%
MoneyGram: 1%
Neteller: 1%
Trustly: 1%
Food shopping by type
Supermarket (usual size): 84%
Discounters: 72%
Bakery or bistro: 57%
Pharmacy: 49%
Supermarket delicatessen counters: 39%
Supermarket (Large): 39%
Specialty retailers: 32%
Farmers market: 29%
Natural food store: 24%
Online store / online trade: 18%
Food voucher provider: 10%
Mini market / kiosk: 6%
Other(s): 2%
I do not buy products for daily use: 0%
Cloud service usage
Online data and images saved: 45%
Online applications to create office documents (such as Google Docs, Microsoft Office Online, ...): 40%
Online backup for computers or smartphones: 35%
None of the above: 31%
Smartphone by brand
Apple: 37%
Samsung: 37%
Huawei: 9%
Xiaomi/Mi: 5%
Other(s): 2%
Motorola: 2%
Google: 1%
Sony: 1%
OPPO: 1%
OnePlus: 1%
Nokia: 1%
LG: 1%
Realme: 0%
ZTE: 0%
HTC: 0%
I do not know: 0%
No answer: 0%
TV content preferences by genre
Docs: 67%
News (local or national): 63%
Comedies: 60%
Thriller / Mystery / Crime: 52%
Sports: 41%
Science fiction and fantasy: 37%
Dramas: 34%
Talk shows: 26%
Horror: 24%
Game shows: 22%
Music videos & shows: 22%
Animation (cartoons, anime,...): 22%
Reality TV: 20%
Children's programs: 18%
Soap operas + telenovas: 14%
Other(s): 14%
Religious: 3%
I don't know: 1%
Video game preferences by genre
Strategy: 44%
Simulators: 31%
Action-Adventure: 30%
Adventure: 28%
Action (platform games, fighting games): 27%
Sports: 26%
Role-playing games: 25%
Shooters: 23%
Other(s): 16%
MMORPG (massively multiplayer online role-playing games): 15%.
Casual: 13%
MMO (massively multiplayer online games): 13%
MOBA (Multiplayer online battle arenas): 8%
I don't know: 2%
Sources
Jobvalley - Students 2022 Update 1: (27147 respondents, ages 18 to 64, survey period: April 1, 2021 to March 17, 2022).
Federal Statistical Office
Popular-First-Names.com
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