Target group: Car lovers (New tool)

Living situation

Name: Name (male): Jan, Daniel, Florian, Christian, Philipp; Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Size of residence: 20,000 to 100,000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 27%; 5,000 to 20,000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 21%.; Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 17%.; 100,000 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 16%.; 500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 9%.; 1,000,000 to 5,000,000 inhabitants (Cologne): 8%

Housing situation: Rental house / rental flat: 59%; Owner-occupied house/flat: 41%

Household size: 2 persons: 33%; 3 persons: 24%; 1 person: 21%; 4 persons: 16%; 5 or more persons: 6%

Annual household income: 36,000 to 50,400 euros: 18%; I'd rather not say: 15%; 26,400 to 36,000 euros: 13%; 50,400 to 69,600 euros: 12%.; 69,600 to 91,200 euros: 12%.; Less than 18,000 euros: 10%; 21,600 to 26,400 euros: 6%; 18,000 to 21,600 euros: 5%; 91,200 to 117,600 euros: 4%; More than 148,800 euros: 4%; 117,600 to 148,800 euros: 2%

Children under 14 in the household: No children: 65%; 2 children: 32%; 1 child: 21%; 3 children: 2%; 4 children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 59; Other(s): 24%; Part-time: 11%; Self-employed / Freelancer: 6%

Employment status: Full-time employee: 59; Part-time: 11%; Pensioner: 7%; Self-employed / Freelancer: 6%; Student (Uni): 5%; Unemployed: 4%; Trainee / Apprenticeship: 3%; Pupil: 2%; Parental leave / maternity leave: 2%; Other(s): 1%

Training: Vocational training (journeyman / master craftsman): 32%; Secondary/elementary school leaving certificate, secondary modern school leaving certificate, intermediate school leaving certificate: 22%; Higher education entrance qualification / Abitur: 19%; Master's degree or comparable: 13%; Bachelor or comparable: 11%; Doctorate or comparable: 2%; No formal education: 0%; Primary school: 0%

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Types of innovation adaptation: Early majority: 37; Laggards: 29%; Early adopters: 16; Late majority: 15%; Innovators: 3%

Food attitudes: Food must be convenient and fast: 0%; I actively try to eat healthy: 0%; I am on a strict diet for health reasons: 0%.; I avoid artificial flavourings and preservatives: 0%.; I do not like cooking: 0%; I have one or more food intolerances: 0%; I hardly have time for a real meal: 0%; I try to avoid plastic packaging when I buy groceries: 0%; I try to eat less meat: 0%; None of the above: 0%

Attitudes towards mobility: I am a car lover: 100%; Owning a car is important to me: 79%; Public transport in my region is good: 33%; There are not enough parking spaces in my neighbourhood: 31%; I can imagine getting into a self-driving taxi: 26%; I would like to switch to more environmentally friendly means of transport: 26%; Driving is bad for the environment: 24%; I spend too much time commuting: 18%; None of the above: 0%

Attitudes to travel: I want to experience something unique when travelling: 52%; When I travel, I use my smartphone as a travel guide: 47%.; I prefer individual holidays to package holidays: 40%.; 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: 28%.; Fear of terrorist attacks and political crises influence my travel behaviour: 23%; Sustainable travel is important to me: 19%; None of the above: 6%

Attitudes towards health care: I actively do something to stay healthy: 0%; I can imagine having canabis prescribed to me for medical reasons: 0%; I could imagine online consultations via app or online chat: 0%; I prefer alternative healing methods to classical medicine: 0%; I undergo regular medical examinations: 0%; I would like to do more for my health: 0%; Patients have to pay too much for medicines and medical treatment: 0%.; The internet often lets you find out for yourself the appropriate treatment approaches: 0%; the health system often lets patients down: 0%; None of the above: 0%

Attitudes towards digital media: Digital services allow me to discover new and exciting content: 0%; I prefer digital content because it is easier to manage: 0%; I prefer physical media of films, books or music (Venyl, CDs, DVDs,...): 0%; I use alternative websites or apps to consume paid content for free: 0%.; I would like to access my music / films on all devices (TV, tablet, smartphone, ...): 0%; Best picture and sound quality is important to me: 0%; It's too expensive to afford all the streaming services I want: 0%; None of the above: 0%

Internet settings: The latest mobile phone standard is very important to me (5G): 0%; I protect my data: 0%; I could no longer imagine a life without the internet: 0%; I am concerned that my data will be misused on the Internet: 0%; I am well protected against viruses and data misuse: 0%; It is important to me to have good mobile internet reception anytime and anywhere: 0%; Storing confidential data online is too insecure for me: 0%; Mobile phone reception is good in the area where I live: 0%; None of the above: 0%

Attitudes towards online shopping: Customer reviews on the internet are very helpful: 0%; I miss the shopping experience when I shop online: 0%; I prefer to make major new purchases with my smartphone or tablet: 0%; I usually manage ordinary / recurring orders directly via my smartphone or tablet: 0%; I want to see a product before I buy it: 0%; Sometimes I deliberately order more products than I want to keep: 0%; When I buy an item, I want to have it in my hands the same day: 0%; When I order something, I prefer express shipping: 0%.; Before making a major purchase, I research online: 0%; None of the above: 0%

Magazine / weekly newspaper consumption by brand: Focus: 0%; I have not read any in the last 3 months: 0%.; Other(s): 0%; TV Spielfilm: 0%; TV Digital: 0%; star: 0%; Sports Image: 0%; kicker: 0%; Gala: 0%; Bild am Sonntag: 0%; The time: 0%; The mirror: 0%; The house: 0%; Cosmopolitan: 0%; Colourful: 0%; Brigitte: 0%; Image of the woman: 0%

Social network usage by brand: Facebook: 0%; Flickr: 0%; Instagram: 0%; Yodel: 0%; LinkedIn: 0%; Pinterest: 0%; Reddit: 0%; Snapchat: 0%; TikTok: 0%; Tumblr: 0%; Twitch: 0%; Twitter: 0%; WeChat: 0%; XING: 0%; YouTube: 0%; Other(s): 0%

Use of media services: Radio users: 0%; Books (print): 0%; eBooks: 0%; Daily newspapers (print): 0%; ePaper / online news websites: 0%; Weekly newspaper (print): 0%; Magazines (print): 0%; E-mags / magazine websites (on topics such as fashion, sports, ...): 0%; Podcasts: 0%; None of the above: 0%

Use of websites and online services by type: Blogs: 0%; Corporate websites and apps: 0%; News websites and apps: 0%; Newsletter: 0%; Online shops: 0%; Search engines: 0%; Social media websites and apps: 0%; Video websites and apps (like YouTube): 0%; None of the above: 0%

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

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