Test January 2023 - Update 4 2022 [BASIC]
DIV COLUMN (left)
Living situation
- Name
- Name (male): Thomas, Michael, Andreas, Stefan, Frank
- Name (female): Sabine, Susanne, Claudia, Petra, Andrea
- Age
- 30 - 49 years: 50%
- 50 - 64 years: 34%
- 18 - 29 years: 15%
- Gender
- Male: 53%
- Female: 47%
- Marital status
- Married: 45%
- In a relationship: 23%
- Single / unmarried: 22%
- Divorced / widowed: 9%
- I prefer not to say: 1%
- State
- North Rhine-Westphalia: 23
- Bavaria: 15%
- Baden-Wuerttemberg: 10%
- Lower Saxony: 9%
- Hesse: 8%
- Berlin: 7%
- Saxony: 5%
- Hamburg: 4%
- Rhineland-Palatinate: 4%
- Schleswig-Holstein: 4%
- Brandenburg: 3%
- Mecklenburg-Western Pomerania: 2%
- Saxony-Anhalt: 2%
- Thuringia: 2%
- Bremen: 1%
- Saarland: 1%
- Size of residence
- 20,000 to 100,000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 23%
- 5,000 to 20,000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 20%.
- 100,000 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 17%.
- Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 15%.
- 1,000,000 to 5,000,000 inhabitants (Cologne): 14%.
- 500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 9%.
- Housing situation
- Rental house / apartment: 55%
- Owner-occupied house/flat: 45%
- Household size
- 2 persons: 35%
- 1 person: 22%
- 3 persons: 21%
- 4 persons: 16%
- 5 or more persons: 5%
- Annual household income
- 36.000 to 50.400 Euro: 19%
- 69,600 to 91,200 euros: 16%.
- 50.400 to 69.600 Euro: 15%
- I'd rather not say: 13%
- 26,400 to 36,000 euros: 8%
- 91,200 to 117,600 euros: 7%
- Less than 18,000 euros: 5%
- 117,600 to 148,800 euros: 5%
- More than 148,800 euros: 5%
- 21,600 to 26,400 euros: 4%
- 18.000 to 21.600 Euro: 3%
- Children under 14 in the household
- No children: 66%
- 1 child: 19%
- 2 children: 12%
- 3 children: 2%
- 4 children: 0%
- 5 or more children: 0%
- Training
- Vocational training (journeyman / master craftsman): 26%
- Master's degree or comparable: 23
- Higher education entrance qualification / Abitur: 17%
- Bachelor or comparable: 17%
- Secondary school leaving certificate, secondary modern school leaving certificate, intermediate school leaving certificate: 14%.
- Doctoral degree or comparable: 3%
- No formal education: 0%
- Primary school: 0%
- Vehicle ownership
- Car: 90%
- Bike: 75%
- E-bike: 23%
- Motorbike: 12%
- Scooter (like Vespa): 8%
- None of the above: 3%
- Impact of the COVID-19 pandemic
- I worked more from home: 70%.
- I buy more online (whether products or services): 56%
- I avoid face-to-face encounters with other people: 56%.
- I have changed vacation plans or canceled vacations: 53%.
- I tried to spend less money: 32%
- I have experienced anxiety and feelings of stress: 25%.
- My financial situation has worsened: 24%
- None of the above: 6%
- Insurances by type
- Health insurance: 98%
- Personal liability insurance: 78%
- Car insurance: 77%
- Homeowner's insurance: 67%
- Legal expenses insurance: 52%
- Accident insurance: 45%
- Life insurance: 39%
- Building insurance: 36%
- Other(s): 13%
- I do not know: 0%
- I have no insurance: 0%
- Diets and nutrition
- I do not follow any dietary rules: 51%
- Low-Carb / No-Carb: 14%
- Lactose free (no dairy products): 9%
- gluten free: 6%
- Vegetarian: 5%
- Other(s): 5%
- Vegan: 4%
DIV COLUMN END
DIV COLUMN (middle)
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%
DIV COLUMN END
DIV COLUMN (right)
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
DIV COLUMN END
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