Target group: consumers of print media| MakroTool

Living situation

Name: Name (male): Thomas, Michael, Andreas, Stefan, Frank; Name (female): Sabine, Susanne, Andrea, Petra, Claudia

Size of residence: Under 5000 Inhabitants (Creußen, Tönning, Hitzacker, Reichenbach, Röbel): 16%; 5000 up to 20.000 inhabitants (Zossen, Telgte, Dillingen, Torgau, Dingolfing): 21%; 20,000 to 100,000 inhabitants (Cottbus, Hanau, Witten, Schwerin, Esslingen): 25%.; 100.000 up to 500.000 inhabitants (Duisburg, Bochum, Wuppertal, Bielefeld, Bonn): 17%; 500,000 to 1,000,000 inhabitants (Frankfurt, Stuttgart, Düsseldorf, Leipzig, Dortmund): 8%.; 1,000,000 to 5,000,000 inhabitants (Berlin, Hamburg, Munich, Cologne): 10%.

Household size: Single household: 24%; Two-person household: 32%; Small family (up to 2 children): 27%; Large family (more than 2 children): 3%; Other: 15%

Annual household income: Less than 18.000€: 12%; Between 18.000€ - 21.600€: 6%; Between 21.600€ - 26.400€: 6%; Between 26.400€ - 36.000€: 11%; Between 36.000€ - 50.400€: 19%; Between 50.400€ - 69.600€: 11%; Between 69.600€ - 91.200€: 11%; Between 91.200€ - 117.600€: 4%; Between 117.600€ - 148.800€: 2%; Over €148,800: 2%

Children under 14 in the household: No children: 71%; 1 Child: 17%; 2 Children: 10%; 3 Children: 2%; 4 Children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 52%; Part-time employee: 15%; Self-employed / freelancer: 6%; Other: 27%

Employment status: Pupils: 1%; Trainee / apprentice: 2%; Student (University): 5%; Full-time employee: 52%; Part-time employee: 15%; Self-employed / freelancer:6%; Maternity/parental leave: 2%; In retirement:9%; Unemployed:7%; Other:2%

Training: No formal education: 0%; Elementary school: 0%; Hauptschule / elementary school certificate, secondary school certificate / intermediate school leaving certificate: 21%; University entrance qualification / Abitur: 18%; Vocational training (journeyman / master craftsman): 34%; Bachelor's degree or equivalent: 12%; Master's degree or equivalent: 13%; Doctoral degree or equivalent:2%

Hobbies & Interests: Arts & Crafts: 14%; Dancing: 15%; Food & Nutrition: 44%; Gardening: 34%; Health and fitness: 36%; Music: 51%; Pets: 35%; Photography: 24%; Doing sport: 41%; Read & Write: 44%; Socializing: 40%; Technology & Computers: 33%; Travel: 47%; Video games: 29%; Watch sport: 26%; Other: 9%

Important aspects of life: Be successful: 18%; An honest and respectable life: 43%; Have a good time: 34%; Advance your career: 8%; Safety and protection: 41%; Making my own decisions: 38%; A happy relationship: 55%; Learn new things: 20%; Traditions: 11%; Social justice: 31%

A look at the personal future: Very optimistic: 9%; Quite optimistic: 37%; Neither optimistic nor pessimistic: 37%; Quite pessimistic: 12%; Very pessimistic: 3%

Types of innovation adaptation: Innovators: 2%; Early adopters: 11%; Early majority: 32%; Late majority: 16%; Latecomers: 39%

Magazine / weekly newspaper consumption by brand: Bild am Sonntag: 18%; Image of the woman: 15%; Brigitte: 8%; Colorful: 9%; Cosmopolitan: 9%; The new leaf: 5%; The Mirror: 26%; The time: 13%; Focus: 22%; Frankfurter Allgemeine Sonntagszeitung: %; Leisure Revue: %; Gala: 8%; kicker: 9%; Star: 17%; Superillu: %; Other: 35%; I have not read any in the last 3 months: 9%

Social network usage by brand: Facebook: 74%; Flickr: 3%; Instagram: 56%; Yodel: 4%; LinkedIn: 18%; Pinterest: 29%; Reddit: 9%; Snapchat: 19%; TikTok: 26%; Tumblr: 4%; Twitter: 24%; WeChat: 3%; Xing: 13%; YouTube: 73%; Other: 5%

Use of media services: Audiobooks (download / streaming): 27%; Digital music content (download / streaming): 84%; Digital video content (download / streaming): 85%; Music hardcopy (e.g. CD, vinyl): 43%; Podcasts: 31%; Radio: 81%; TV (broadcast / cable / satellite): 90%; Video hardcopy (e.g. DVD, Blu-ray): 45%; None of the above: 0%

Use of websites and online services by type: Blogs: 16%; Corporate websites and apps: 38%; News websites and apps: 46%; Newsletter: 39%; Online stores: 72%; Search engines: 99%; Social media websites and apps: 46%; Video websites and apps (e.g. YouTube): 49%; None of the above: 1%

Food attitudes: Food must be convenient and fast: 22%; I actively try to eat a healthy diet: 63%; I am on a restricted diet for health reasons: 11%; I avoid artificial flavors and preservatives: 43%; I don't like cooking: 18%; I have one or more food intolerances: 10%; I rarely have time for a proper meal: 11%; I try to avoid plastic packaging when buying food: 56%; I try to eat less meat: 45%; None of the above: 4%

Attitudes towards mobility: Driving is harmful to the environment: 33%; I am a car enthusiast: 38%; I can imagine using a self-driving cab: 23%; I spend too much time commuting: 18%; I would like to switch to more environmentally friendly means of transportation: 31%; Owning a car is important to me: 66%; The public transport system in my area is good: 38%; There are not enough parking spaces where I live: 27%; None of the above: 4%

Attitudes to travel: I prefer individual travel plans to package tours: 42%; I want to experience something unique on my travels: 46%; Fear of terrorist attacks and political crises influences my travel behavior: 23%; When I'm on vacation, I use my smartphone as a guide: 43%; When I'm traveling, I spontaneously book accommodation, a rental car, etc. via my smartphone:21%; When it comes to travel, I always look for the best deal: 32%; Sustainability is important to me when traveling: 20%; None of the above: 10%

Attitudes towards health care: I actively do something for my health: 56%; I can imagine using medical cannabis for treatment: 41%; I could imagine consulting doctors via app or online chat: 45%; I prefer alternative healing methods to conventional medicine: 18%; I undergo regular medical checks:54%; I would like to do more for my health: 50%; Patients have to pay too much for medication and medical treatment: 38%; Thanks to the Internet, it is often possible to search for the best treatment method yourself: 20%; The healthcare system often lets patients down: 34%; None of the above: 2%

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

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