Target group: consumers of print media (all categories) v1.41

DIV COLUMN (left)

Name

Name (male): Thomas, Michael, Andreas, Stefan, Frank

Name (female): Sabine, Susanne, Claudia, Petra, Andrea

Age

30 - 49 years: 43%

50 - 64 years: 39%

18 - 29 years: 18%

Gender

Male: 53%

Female: 47%

State

North Rhine-Westphalia: 22%

Bavaria: 14%

Baden-Württemberg: 12%

Lower Saxony: 10%

Hesse: 7%

Saxony: 6%

Berlin: 5%

Rhineland-Palatinate: 5%

Schleswig-Holstein: 4%

Brandenburg: 3%

Hamburg: 3%

Saxony-Anhalt: 3%

Mecklenburg-Western Pomerania: 2%

Thuringia: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 25%

5.000 up to 20.000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 21%

100.000 up to 500.000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 17%

Under 5.000 Inhabitants (Hallenberg, Marienmünster, Heimbach): 16%

1.000.000 up to 5.000.000 inhabitants (Cologne): 10%

500.000 up to 1.000.000 inhabitants (Dortmund, Düsseldorf, Essen): 8%

Housing situation

Rental house / rental apartment: 60%

Owner-occupied house/flat: 40%

Household size

2 Persons: 35%

1 Person: 24%

3 Persons: 21%

4 Persons: 14%

5 or more persons: 6%

Annual household income

36.000 up to 50.400 Euro: 19%

I'd rather not say that: 15%

Less than 18.000 euros: 12%

26.400 up to 36.000 Euro: 11%

50.400 up to 69.600 Euro: 11%

69.600 up to 91.200 Euro: 11%

18.000 up to 21.600 Euro: 6%

21.600 up to 26.400 Euro: 6%

91.200 up to 117.600 Euro: 4%

117.600 up to 148.800 Euro: 2%

More than 148.800 Euro: 2%

Children under 14 in the household

No children: 71%

2 Children: 27%

1 Child: 17%

3 Children: 2%

4 Children: 0%

5 or more children: 0%

Type of employment

Full-time employee: 52%

Other(s): 27%

Part-time: 15%

Self-employed / Freelancer: 6%

Employment status

Full-time employee: 52%

Part-time: 15%

Pensioner: 9%

Unemployed: 7%

Self-employed / Freelancer: 6%

Student (Uni): 5%

Trainee / Apprenticeship: 2%

Parental leave / maternity leave: 2%

Other(s): 2%

Pupil: 1%

Training

Vocational training (journeyman / master craftsman): 34%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 21%

University entrance qualification / Abitur: 18%

Master's degree or comparable: 13%

Bachelor or comparable: 12%

Doctoral degree or comparable: 2%

No formal education: 0%

Elementary school: 0%

Impact of the COVID-19 pandemic

I avoid personal encounters with other people: 63%

I have changed vacation plans or canceled vacations: 54%

I buy more online (whether products or services): 51%

I have tried to spend less money: 35%

I worked more from home: 30%

I have experienced anxiety and feelings of stress: 27%

My financial situation has deteriorated: 26%

None of the above: 6%

Living space (in m²)

51-100 m2: 49%

101-150 m2: 21%

Up to 50 m2: 11%

151-250 m2: 9%

I don't know: 7%

More than 250 sqm: 3%

No answer: 0%

Vehicle ownership

Car: 86%

Bicycle: 76%

E-bike: 18%

Motorcycle: 12%

Scooters (like Vespa): 9%

None of the above: 4%

Internet access by type

Broadband (DSL, cable, ...): 59%

Mobile connection via smartphone / tablet: 13%

UMTS / GPRS / LTE router: 10%

the landlord's/neighbor's wireless connection: 7%

ISDN: 5%

Satellite access: 2%

I don't know: 2%

Analogue (landline): 1%

Other connection technologies: 1%

I do not have an internet connection at home: 0%

DIV COLUMN (middle)

Values & Attitudes

Hobbies and interests

No data found...

No data found...

Political attitude

Middle: 15%

I'd rather not answer that: 15%

Left: 10%

Right: 10%

Attitude towards innovation

I only buy new technologies if they have been tried and tested in practice: 49%

I like to try out innovative products: 39%

I like to keep up with the latest technology: 35%

The products I buy must meet the highest standards: 19%

Among my friends, I'm usually the first to try out new technology: 16%

Always having the latest technology is important to me: 12%

None of the above: 9%

Types of innovation adaptation

Latecomers: 39%

Early majority: 32%

Late majority: 16%

Early adopters: 11%

Innovators: 2%

Food attitudes

I actively try to eat healthily: 63%

I try to avoid plastic packaging when I buy food: 56%

I try to eat less meat: 45%

I avoid artificial flavorings and preservatives: 43%

Food must be convenient and fast: 22%

I don't like cooking: 18%

I follow a strict diet for health reasons: 11%

I hardly have time for a proper meal: 11%

I have one or more food intolerances: 10%

None of the above: 4%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 46%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 42%

Best picture and sound quality is important to me: 40%

I prefer digital content because it's easier to manage: 38%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 34%

It's too expensive to be able to afford all the streaming services I want: 30%

I use alternative websites or apps to consume paid content for free: 19%

None of the above: 6%

Attitudes towards health care

I actively do something to stay healthy: 56%

I undergo regular medical examinations: 54%

I would like to do more for my health: 50%

I could imagine online consultation hours via app or online chat: 45%

I can imagine getting a prescription for cannabis for medical reasons: 41%

Patients have to pay too much for medication and medical treatment: 38%

The healthcare system often lets patients down: 34%

The Internet often lets you find the right treatment approaches yourself: 20%

I prefer alternative healing methods to classical medicine: 18%

None of the above: 2%

Attitudes towards mobility

Owning a car is important to me: 66%

I am a car enthusiast: 38%

Public transport in my region is good: 38%

Driving is bad for the environment: 33%

I would like to switch to more environmentally friendly means of transport: 31%

There are not enough parking spaces in my neighborhood: 27%

I can imagine getting into a self-driving cab: 23%

I spend too much time commuting: 18%

None of the above: 4%

Online shopping settings

Before making a major purchase, I research online: 64%

Customer reviews on the Internet are very helpful: 51%

I usually manage regular / recurring orders directly via my smartphone or tablet: 32%

I prefer to make larger new purchases with my smartphone or tablet: 29%

I want to see a product before I buy it: 29%

I miss the shopping experience when I store online: 19%

Sometimes I deliberately order more products than I want to keep: 18%

When I order something, I prefer express delivery: 14%

When I buy an item, I want to have it in my hands on the same day: 13%

None of the above: 6%

Attitudes towards personal finances

I am fully aware of my financial situation: 67%

I could imagine handling all financial matters exclusively online: 45%

I am worried about my financial future: 32%

I could imagine managing all my financial matters exclusively via smartphone: 25%

I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 18%

I can imagine getting all my financial services from internet companies like Apple or Google: 9%

Managing my personal financial affairs is too complicated for me: 6%

None of the above: 5%

Attitudes towards services

I prefer services with personal contact: 38%

I like to organize my life with my smartphone: 35%

I am happy to pay for services that make my life easier and more convenient: 33%

I tend to book services online: 25%

None of the above: 17%

I am often dissatisfied with services: 8%

Purchasing settings

When shopping, I look out for special offers: 71%

Clothing and shoes must be comfortable first and foremost: 65%

Being well dressed is very important to me: 54%

I tend to make impulse purchases when I go shopping: 47%

I prefer to buy several goods from different sellers in the same marketplace: 31%.

I always store in the same stores: 27%

None of the above: 1%

Internet settings

I could no longer imagine life without the Internet: 61%

It is important to me to have good mobile Internet reception anytime and anywhere: 53%

I protect my data: 45%

Mobile phone reception is good in the area where I live: 45%

I am worried that my data is being misused on the Internet: 44%

I am well protected against viruses and data misuse: 42%

Storing confidential data online is too insecure for me: 38%

The latest mobile communications standard is very important to me (5G): 16%

None of the above: 2%

Attitudes to travel

I want to experience something unique when I travel: 46%

When I travel, I use my smartphone as a travel guide: 43%

I prefer individual vacations to package tours: 42%

When traveling, I always make sure to take the cheapest offer: 32%

Fear of terrorist attacks and political crises influence my travel behavior: 23%

When I travel, I book accommodation, rental cars etc. spontaneously using my smartphone: 21%

Sustainable travel is important to me: 20%

None of the above: 10%

DIV COLUMN (right)

Media use

Advertising touchpoints

On television: 73%

On the radio: 57%

Direct mail / advertising mail: 56%

In email newsletters: 49%

Promotional videos on YouTube: 47

On social media (like Facebook): 47%

On billboards, screens or advertising spaces (such as on public transport, ...): 47%.

In printed daily newspapers: 46%

In printed magazines: 45%

In search engines: 45

Directly in the store: 43%

In apps: 41%

Banner on websites: 41%

Advertising videos on websites: 40%

In films / at the cinema: 7%

Other(s): 3%

I don't know: 3%

Magazine / weekly newspaper consumption by brand

Other(s): 35%

The Mirror: 26%

Focus: 22%

Bild am Sonntag: 18%

star: 17%

Image of the woman: 15%

The time: 13%

TV Spielfilm: 12%

Sport Bild: 11%

TV Digital: 10%

Cosmopolitan: 9%

kicker: 9%

Colorful: 9%

I haven't read any in the last 3 months: 9%

Gala: 8%

Brigitte: 8%

The house: 5%

Social network usage by brand

Facebook: 74%

YouTube: 73%

Instagram: 56%

Pinterest: 29%

TikTok: 26%

Twitter: 24%

Snapchat: 19%

LinkedIn: 18%

XING: 13%

Twitch: 12%

Reddit: 9%

Other(s): 5%

Yodel: 4%

Tumblr: 4%

Flickr: 3%

WeChat: 3%

Use of social networks by type of platform

Messengers (like WhatsApp,...): 68%

Social networks (such as Facebook): 59%

Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 55%

Business networks (e.g. LinkedIn): 18%

(Micro-)blogging (Twitter, Tumblr, WordPress...): 18%

Review platforms (such as Yelp, Tripadvisor ...): 14%

Discussion forums (Reddit, Quora,...): 11%

I use social media irregularly: 11%

Other(s): 5%

Use of media services

Books (Print): 52%

Daily newspapers (print): 50%

ePaper / online news websites: 50%

Magazines (print): 47%

Weekly newspaper (print): 34%

Podcasts: 31%

eBooks: 30%

E-mags / magazine websites (on topics such as fashion, sport, ...): 29%

Audiobooks (Download): 27%

None of the above: 5%

Use of websites and online services by type

Search engines: 99%

Online stores: 72%

Video websites and apps (such as YouTube): 49%

News websites and apps: 46%

Social media websites and apps: 46%

Newsletter: 39%

Corporate websites and apps: 38%

Blogs: 16%

None of the above: 1%

Use of cloud services

Online data and images stored: 39%

None of the above: 38%

Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...): 31%

Online backup for computers or smartphones: 31%

Use of ePublishing

ePublishing users: 67

Non-users: 33%

Internet usage by device

Smartphone: 90%

Tablet: 54%

Smart TV: 53%

Notebook (without touchscreen): 52%

Magazines: 49%

Laptop with touchscreen: 33%

Game console (such as PS4, Xbox, ...): 31%

Smart speakers (such as Amazon Echo): 23%

Streaming device (such as AppleTV, Chromecast, ...): 22%

Smartwatch: 21%

Use of online payment services

Users of online payment services: 75%

Non-users: 25%

Radio users

Radio users: 81%

Non-users: 19%

TV users

TV users: 90%

Non-users: 10%

Gaming intensity

Occasional gamer: 51%

Non-user / I don't know: 29%

Regular gamer: 20%

Video Game Preferences by Genre

Strategy: 39%

Action (platform games, fighting games): 29%

Adventure: 29%

Sport: 29%

Action adventure: 28%

Simulators: 28%

Role-playing games: 26%

Shooters: 23%

Other(s): 19%

MMORPG (massively multiplayer online role-playing games): 13%

MMO (massively multiplayer online games): 12%

Casual: 10%

MOBA (Multiplayer online battle arenas): 9%

I don't know: 3%

Digital music purchasing by platform

Spotify: 52%

Amazon Music: 51

Apple Music: 21%

YouTube Music: 20%

iTunes: 16%

Deezer: 14%

Google Play Music: 13%

SoundCloud: 7%

Napster: 6%

Qobuz: 5%

Tidal: 5%

TuneIn: 4%

Other(s): 3%

iHeartRadio: 0%

Pandora: 0%

Sources

Print media readers 2021 Update 3: (15,661 respondents)

Federal Statistical Office

Popular-First-Names.com