Values & Attitudes

Hobbies and interests
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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%

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
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