Target group: Millenials (New tool)
DIV COLUMN (left)
Living situation
- Name
- Name (male): Jan, Daniel, Florian, Christian, Philipp
- Name (female): Katharina, Sarah, Julia, Anna, Stefanie
- Age
- 30 - 49 years: 82%
- 18 - 29 years: 18%
- 50 - 64 years: 0%
- Gender
- Male: 52%
- Female: 48%
- 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): 19%.
- 100,000 to 500,000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 18%.
- Under 5,000 inhabitants (Hallenberg, Marienmünster, Heimbach): 14%.
- 1,000,000 to 5,000,000 inhabitants (Cologne): 11%.
- 500,000 to 1,000,000 inhabitants (Dortmund, Düsseldorf, Essen): 9%.
- Housing situation
- Rental house / rental flat: 70%
- Owner-occupied house/flat: 30%
- Household size
- 2 persons: 29%
- 1 person: 23%
- 3 persons: 23%
- 4 persons: 18%
- 5 or more persons: 7%
- Annual household income
- 36.000 to 50.400 Euro: 19%
- I'd rather not say: 16%
- Less than 18,000 euros: 11%
- 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: 3%
- More than 148,800 euros: 3%
- Children under 14 in the household
- No children: 56%
- 1 child: 23%
- 2 children: 16%
- 3 children: 4%
- 4 children: 1%
- 5 or more children: 0%
- Type of employment
- Full-time employee: 60%
- Other(s): 21%
- Part-time: 14%
- Self-employed / Freelancer: 5%
- Employment status
- Full-time employee: 60%
- Part-time: 14%
- Unemployed: 7%
- Self-employed / Freelancer: 5%
- Parental leave / maternity leave: 5%
- Student (Uni): 4%
- Other(s): 2%
- Pupil: 1%
- Trainee / Apprenticeship: 1%
- Pensioner: 1%
- Training
- Vocational training (journeyman / master craftsman): 28%
- Secondary/elementary school leaving certificate, secondary modern school leaving certificate, intermediate school leaving certificate: 22%
- Higher education entrance qualification / Abitur: 17%
- Bachelor or comparable: 15%
- Master's degree or comparable: 14%
- Doctorate or comparable: 2%
- No formal education: 1%
- Primary school: 1%
DIV COLUMN END
DIV COLUMN (middle)
Values & Attitudes
- Hobbies and interests
- No data found...
No data found...
- Attitude towards innovation
- I like to try innovative products: 41%
- I only buy new technologies when they have been tried and tested in practice: 39%.
- I like to keep up to date technologically: 36%
- The products I buy must meet the highest standards: 20%.
- Among my friends, I'm usually the first to try new technology: 18%
- Always having the latest technology is important to me: 14%
- None of the above: 10%
- Types of innovation adaptation
- Early majority: 41
- Laggards: 29%
- Late majority: 17%
- Early adopters: 12
- Innovators: 1%
- Food attitudes
- I actively try to eat healthy: 59%
- I try to avoid plastic packaging when I buy groceries: 46%
- I try to eat less meat: 42%
- I avoid artificial flavourings and preservatives: 34%.
- Eating must be convenient and fast: 26%
- I do not like cooking: 19%
- I hardly have time for a real meal: 15%
- I have one or more food intolerances: 12%
- I am on a strict diet for health reasons: 11%.
- None of the above: 6%
- Attitudes towards mobility
- Owning a car is important to me: 60%
- I am a car lover: 38%
- Public transport in my region is good: 36%
- I would like to switch to more environmentally friendly means of transport: 32%
- Driving is bad for the environment: 30%
- There are not enough parking spaces in my neighbourhood: 29%
- I can imagine getting into a self-driving taxi: 24%
- I spend too much time commuting: 19%
- None of the above: 5%
- Attitudes to travel
- When I travel, I use my smartphone as a travel guide: 47%.
- I want to experience something unique when travelling: 45%
- When travelling, I always make sure to take the cheapest offer: 36%.
- I prefer individual holidays to package holidays: 35%
- When I travel, I book accommodation, rental cars and the like spontaneously with my smartphone: 25%
- Fear of terrorist attacks and political crises influence my travel behaviour: 19%
- Sustainable travel is important to me: 18%
- None of the above: 10%
- Attitudes towards health care
- I would like to do more for my health: 54%
- I actively do something to stay healthy: 50%
- I could imagine online consultations via app or online chat: 45%
- I undergo regular medical examinations: 42%
- I can imagine having canabis prescribed for medical reasons: 38%
- Patients have to pay too much for medicines and medical treatment: 36%.
- the health system often lets patients down: 33%
- The internet often lets you find out the appropriate treatment approaches yourself: 22%
- I prefer alternative healing methods to classical medicine: 18%
- None of the above: 5%
- Attitudes towards digital media
- Digital services allow me to discover new and exciting content: 50%
- I want to access my music / films on all devices (TV, tablet, smartphone, ...): 49%
- I prefer digital content because it is easier to manage: 45%
- Best picture and sound quality is important to me: 43%
- It's too expensive to be able to afford all the streaming services I want: 30%
- I prefer physical media of films, books or music (Venyl, CDs, DVDs,...): 24%
- I use alternative websites or apps to consume paid content for free: 20%.
- None of the above: 5%
- Internet settings
- I could no longer imagine a life without the internet: 61%
- It is important to me to have good mobile internet reception anytime and anywhere: 56%
- Mobile phone reception is good in the area where I live: 41%
- I am worried that my data will be misused on the Internet: 39%
- I protect my data: 37
- I am well protected against viruses and data misuse: 35%
- Storing confidential data online is too insecure for me: 35%
- The latest mobile phone standard is very important to me (5G): 18%
- None of the above: 4%
- Attitudes towards online shopping
- Before making a major purchase, I research online: 58%
- Customer reviews on the internet are very helpful: 50%
- I usually manage ordinary / recurring orders directly via my smartphone or tablet: 36%
- I prefer to make major new purchases with my smartphone or tablet: 31%
- I want to see a product before I buy it: 25%
- Sometimes I deliberately order more products than I want to keep: 21%.
- When I order something, I prefer express shipping: 21%.
- I miss the shopping experience when I shop online: 16%
- When I buy an item, I want to have it in my hands the same day: 16%
- None of the above: 6%
DIV COLUMN END
DIV COLUMN (right)
Media use
- Magazine / weekly newspaper consumption by brand
- The Mirror: 26%
- Other(s): 25%
- Bild am Sonntag: 22%
- Focus: 21%
- star: 20%
- Image of the woman: 18%
- The Time: 16%
- Cosmopolitan: 13%
- Sport Bild: 13%
- I have not read any in the last 3 months: 12%.
- kicker: 11%
- Colourful: 11%
- TV Digital: 11%
- Brigitte: 11%
- Gala: 9%
- The house: 8%
- TV Spielfilm: 8%
- Social network usage by brand
- Facebook: 75%
- YouTube: 74%
- Instagram: 63%
- TikTok: 30%
- Pinterest: 28%
- Twitter: 22%
- Snapchat: 19%
- LinkedIn: 17%
- Twitch: 15%
- XING: 11%
- Reddit: 10%
- Tumblr: 4%
- WeChat: 4%
- Flickr: 3%
- Yodel: 3%
- Other(s): 3%
- Use of media services
- ePaper / online news websites: 41%
- Books (print): 39%
- Podcasts: 36%
- Radio users: 31%
- eBooks: 31%
- Daily newspapers (print): 27%
- Magazines (print): 27%
- E-mags / magazine websites (on topics such as fashion, sports, ...): 27%
- Weekly newspaper (print): 22%
- None of the above: 14%
- Use of websites and online services by type
- Search engines: 99%
- Online shops: 68%
- Video websites and apps (like YouTube): 54%
- Social media websites and apps: 51
- News websites and apps: 41%
- Corporate websites and apps: 35
- Newsletter: 31%
- Blogs: 21%
- None of the above: 0%
- Sources
- Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
- Federal Statistical Office
- Popular-First-Names.com
DIV COLUMN END
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