Values & Attitudes

Hobbies & Interests
Arts & Crafts: 12%
Dancing: 11%
Food & Nutrition: 41%
Gardening: 39%
Health and fitness: 30%
Music: 45%
Pets: 36%
Photography: 20%
Doing sport: 29
Reading & Writing: 44%
Socializing: 39%
Technology & Computers: 31%
Travel: 46%
Video games: 15%
Watch sport: 25%
Other: 13%
Important aspects of life
Being successful: 8%
An honest and respectable life: 51%
Having a good time: 30%
Advancing your career: 2%
Safety and security: 43
Making my own decisions: 45%
A happy relationship: 55%
Learning new things: 17%
Traditions: 11%
Social justice: 38%
A look at the personal future
Very optimistic: 4%
Quite optimistic: 29%
Neither optimistic nor pessimistic: 44%
Quite pessimistic: 17%
Very pessimistic: 5%
Types of innovation adaptation
Innovators: 1%
Early adopters: 6%
Early majority: 22%
Late majority: 20%
Laggards: 51%

Media use

Magazine / weekly newspaper consumption by brand
Bild am Sonntag: 13%
Image of the woman: 11%
Brigitte: 8%
Coloured: 7%
Cosmopolitan: 3%
The house: 2%
The Mirror: 21%
The time: 9%
Focus: 20%
Gala: 5%
Hörzu: 11%
kicker: 8%
Sports Image: 7%
Star: 18%
TV Digital: 6%
TV Spielfim: 10%
Other: 43%
Social network usage by brand
Facebook: 79%
Flickr: 1%
Instagram: 33%
Yodel: 0%
LinkedIn: 13%
Pinterest: 21%
Reddit: 1%
Snapchat: 5%
TikTok: 6%
Tumblr: 0%
Twitch: 0%
Twitter: 14%
WeChat: 1%
Xing: 12%
YouTube: 61%
Other: 6%
Use of media services
Audiobooks (download / streaming): 15%
Digital music content (download / streaming): 64%
Digital video content (download / streaming): 66%
Music hardcopy (e.g. CD, vinyl): 45%.
Podcasts: 16%
Radio: 81%
TV (broadcast / cable / satellite): 93%
Video hardcopy (e.g. DVD, Blu-ray): 39%
None of the above: 1%
Use of websites and online services by type
Blogs: 6%
Corporate websites and apps: 30%
News websites and apps: 40%
Newsletter: 36%
Online shops: 69%
Search engines: 97%
Social media websites and apps: 30%
Video websites and apps (e.g. YouTube): 34%
None of the above: 2%

Personal settings

Food attitudes
Food must be convenient and fast: 20%
I actively try to eat healthy: 61%
I am on a restricted diet for health reasons: 10%.
I avoid artificial flavours and preservatives: 48%.
I do not like to cook: 17%
I have one or more food intolerances: 7%
I rarely have time for a proper meal: 5%
I try to avoid plastic packaging when buying food: 62%
I try to eat less meat: 43%
None of the above: 6%
Attitudes towards mobility
Driving is harmful to the environment: 29%
I am a car enthusiast: 28%
I can imagine using a self-driving taxi: 17%
I spend too much time commuting: 10%
I would like to switch to more environmentally friendly means of transport: 23%
Owning a car is important to me: 65%
The public transport system in my area is good: 39%
There are not enough parking spaces where I live: 19%
None of the above: 5%
Attitudes to travel
I prefer individual travel plans to package tours: 40%
I want to experience something unique on my travels: 33%
Fear of terrorist attacks and political crises influences my travel behaviour: 23%
When I am on holiday, I use my smartphone as a guide: 27%.
When I'm on the road, I spontaneously book accommodation, a rental car, etc. via my smartphone:9%
When it comes to travel, I always look for the best deal: 25%
Sustainability is important to me when travelling: 16%
None of the above: 19%
Attitudes towards health care
I actively do something for my health: 50%
I can imagine using medical cannabis for treatment: 41%
I could imagine consulting doctors via app or online chat: 35%
I prefer alternative healing methods to conventional medicine: 15%.
I undergo regular medical check-ups:60%
I would like to do more for my health: 35%
Patients have to pay too much for medication and medical treatment: 41%
Thanks to the internet, it is often possible to search for the best treatment method yourself: 15%
The health system often lets patients down: 35%
None of the above: 6%
Sources
Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
Federal Statistical Office
Popular-First-Names.com

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