Target group: consumers of print media (all categories) v1.41
DIV COLUMN (left)
Living situation
- 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 to 100,000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 25%
- 5,000 to 20,000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 21%.
- 100,000 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 17%.
- Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 16%.
- 1,000,000 to 5,000,000 inhabitants (Cologne): 10%.
- 500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 8%.
- Housing situation
- Rental house / rental flat: 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 to 50.400 Euro: 19%
- I'd rather not say: 15%
- Less than 18,000 euros: 12
- 26,400 to 36,000 euros: 11%
- 50,400 to 69,600 euros: 11%
- 69,600 to 91,200 euros: 11%
- 18,000 to 21,600 euros: 6%
- 21,600 to 26,400 euros: 6%
- 91,200 to 117,600 euros: 4%
- 117,600 to 148,800 euros: 2%
- More than 148,800 euros: 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%
- Secondary school leaving certificate, secondary modern school leaving certificate, intermediate school leaving certificate: 21%
- Higher education entrance qualification / Abitur: 18%
- Master's degree or comparable: 13%
- Bachelor or comparable: 12
- Doctorate or comparable: 2%
- No formal education: 0%
- Primary school: 0%
- Impact of the COVID-19 pandemic
- I avoid personal encounters with other people: 63%
- I changed holiday plans or cancelled holidays: 54%
- I buy more online (whether products or services): 51%.
- I 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%
- Motorbike: 12%
- Scooter (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 wireless connection of the landlord/neighbour: 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 END
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 when they have been tried and tested in practice: 49%.
- I like to try innovative products: 39%
- I like to keep up to date technologically: 35%
- Products I buy must meet the highest standards: 19%
- Among my friends, I'm usually the first to try new technology: 16%
- Always having the latest technology is important to me: 12%
- None of the above: 9%
- Types of innovation adaptation
- Laggards: 39%
- Early majority: 32%
- Late majority: 16%
- Early adopters: 11%
- Innovators: 2%
- Food attitudes
- I actively try to eat healthy: 63%
- I try to avoid plastic packaging when I buy groceries: 56%
- I try to eat less meat: 45%
- I avoid artificial flavourings and preservatives: 43%.
- Eating must be convenient and fast: 22%
- I do not like cooking: 18%
- I am on 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 allow me to discover new and exciting content: 46%
- I want to access my music / films on all devices (TV, tablet, smartphone, ...): 42%
- Best picture and sound quality is important to me: 40%
- I prefer digital content because it is easier to manage: 38%
- I prefer physical media of films, books or music (Venyl, 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 consultations via app or online chat: 45%
- I can imagine having canabis prescribed to me for medical reasons: 41%
- Patients have to pay too much for medicines and medical treatment: 38%.
- the health system often lets patients down: 34%
- The internet often lets you find out for yourself the appropriate treatment approaches: 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 lover: 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 neighbourhood: 27%.
- I can imagine getting into a self-driving taxi: 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 ordinary / recurring orders directly via my smartphone or tablet: 32%
- I prefer to make major 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 shop online: 19%
- Sometimes I deliberately order more products than I want to keep: 18%.
- When I order something, I prefer express shipping: 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 well informed about 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 affairs exclusively via smartphone: 25%
- 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 corporations 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 organise 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% of the time
- 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%
- When strolling, I tend to make impulse purchases: 47%
- I prefer to buy several goods from different sellers in the same marketplace: 31%.
- I always shop in the same shops: 27%.
- None of the above: 1%
- Internet settings
- I could no longer imagine a life without the internet: 61%
- It is important for me to have good mobile internet reception at all times and everywhere: 53%
- I protect my data: 45%
- Mobile phone reception is good in the area where I live: 45%
- I am worried that my data will be 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 phone standard is very important to me (5G): 16%
- None of the above: 2%
- Attitudes to travel
- I want to experience something unique when travelling: 46%
- When I travel, I use my smartphone as a travel guide: 43%.
- I prefer individual holidays to package holidays: 42%
- When travelling, I always make sure to take the cheapest offer: 32%.
- Fear of terrorist attacks and political crises influence my travel behaviour: 23%
- When I travel, I book accommodation, rental cars and the like spontaneously with my smartphone: 21%.
- Sustainable travel is important to me: 20%
- None of the above: 10%
DIV COLUMN END
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 journals: 45%
- In search engines: 45
- Directly in the shop: 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%
- Coloured: 9%
- I have not 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 (like Facebook): 59
- Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 55%.
- Business networks (e.g. LinkedIn): 18%
- (Micro-)Blogging (Twitter, Tumblr, WordPress...): 18%
- Rating 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, sports, ...): 29%
- Audio books (download): 27%
- None of the above: 5%
- Use of websites and online services by type
- Search engines: 99%
- Online shops: 72%
- Video websites and apps (like 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 touch screen: 33%
- Game console (such as PS4, Xbox, ...): 31%
- Smart speakers (like 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
DIV COLUMN END
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