Cat owners - Buyer Persona - Update 4 2024 (Basic)

DIV COLUMN (left)

Name

Name (male): Thomas, Stefan, Michael, Andreas, Frank

Name (female): Sabine, Susanne, Claudia, Petra, Andrea

Age

30 - 49 years: 43%

50 - 64 years: 38%

18 - 29 years: 19%

Gender

Female: 100%

Male: 0%

Marital status

Married: 41%

In a relationship: 25%

Single / unmarried: 20%

Divorced / widowed: 13%

I'd rather not say: 1%

State

North Rhine-Westphalia: 23%

Bavaria: 14%

Baden-Württemberg: 10%

Lower Saxony: 10%

Berlin: 6%

Hesse: 6%

Rhineland-Palatinate: 6%

Saxony: 6%

Brandenburg: 3%

Hamburg: 3%

Saxony-Anhalt: 3%

Schleswig-Holstein: 3%

Thuringia: 3%

Mecklenburg-Western Pomerania: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

5.000 up to 20.000 Inhabitants: 21%

Under 5.000 Inhabitants: 20%

100.000 up to 500.000 Inhabitants: 14%

1.000.000 up to 5.000.000 Inhabitants: 10%

500.000 up to 1.000.000 Inhabitants: 7%

I don't know: 3%

Household size

2 Persons: 38%

1 Person: 21%

3 Persons: 21%

4 Persons: 13%

5 or more persons: 6%

Household constellation

My partner/spouse: 59%

My children: 37%

Living alone: 21%

My parents: 6%

My siblings: 3%

Roommates: 3%

My parents-in-law: 1%

My grandparents: 1%

My grandchildren: 1%

Children under the age of 18 in the household

No children: 64%

1 Child: 22%

2 Children: 11%

3 Children: 3%

4 Children: 0%

5 or more children: 0%

Current accommodation

I live in a rented apartment: 54%

I live in my own home: 31%

I live in a rented house: 8%

I live in my own home: 7%

Pets in the household

Cat: 100%

Dog: 33%

Fish: 10%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 8%

Bird (e.g. budgerigar, parrot): 6%

Reptile (e.g. lizard, snake, turtle): 3%

Other(s): 2%

I have no pets: 0%

Annual household income

36.000 up to 50.400 Euro: 18%

26.400 up to 36.000 Euro: 16%

I'd rather not say that: 14%

50.400 up to 69.600 Euro: 13%

69.600 up to 91.200 Euro: 11%

21.600 up to 26.400 Euro: 7%

18.000 up to 21.600 Euro: 6%

Less than 18.000 euros: 5%

More than 148.800 Euro: 4%

91.200 up to 117.600 Euro: 3%

117.600 up to 148.800 Euro: 3%

Effects of economic circumstances

My cost of living has risen noticeably: 66%

I have tried to spend less money: 63%

I have experienced anxiety and feelings of stress: 42%

My financial situation has deteriorated: 37%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 37%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 33%

I had to use up my household savings to cover my expenses: 26%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 10%

I have lost my job in the last 12 months: 7%

None of the above: 7%

Education level

Vocational training (journeyman / master craftsman): 34%

Bachelor or comparable: 24%

University entrance qualification / Abitur: 17%

Master's degree or comparable: 14%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 8%

No formal education: 1%

Elementary school: 1%

Doctoral degree or comparable: 1%

Number of sick days (last year)

0 Days: 17%

I do not work / do not go to school or university: 16%

No answer: 15%

6-10 Days: 13%

More than 20 days: 13%

11-20 Days: 11%

2-3 Days: 6%

4-5 Days: 6%

1 Day: 2%

State of health

Mental illnesses (e.g. burnout, depression, anxiety) : 36%

I have no physical limitations or chronic illnesses: 25%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 19%

Other(s): 18%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 17%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 17%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 15%

Diabetes: 13%

Metabolic syndrome (e.g. obesity, dyslipidemia, insulin resistance): 10%

Blindness or visual impairment: 8%

Deafness or hearing loss: 5%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 5%

I'd rather not say: 3%

Behavior in the healthcare sector

Consulted a family doctor: 68%

Consulted a specialist: 60%

Underwent a medical examination: 49%

Was treated as an outpatient in a hospital: 18%

Was in inpatient treatment in a hospital: 15%

Consulted an alternative doctor: 12%

Has undergone surgery: 10%

None of the above: 10%

Diets and nutrition

I do not follow any dietary rules: 47%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 23%

Lactose-free (e.g. dairy products that do not contain lactose): 11%

Low-carb / no-carb: 9%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 8%

Gluten-free (i.e. no wheat products): 5%

Vegan (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 4%

Other(s): 3%

Pescetarians (eat fish, but no meat or poultry): 2%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Pets: 91%

Cooking/baking: 63

Meeting friends: 63%

Read: 55%

Shopping: 52

Outdoor activities: 50%

Travel: 41%

Gardening and plants: 39%

Doing sport and fitness: 38%

Video games: 34%

DIY, arts & crafts: 32%

Board games / card games: 29

Meditation / Wellness: 25%

Photography: 25%

Technology & Computers: 23

Writing: 18%

Cars & Vehicles: 16

Making music: 15%

Other(s): 6%

I don't know: 0%

Important aspects of life

A happy relationship: 57%

Security: 46%

Leading an honest and respectable life: 43%

Making my own decisions: 41%

Enjoy life: 32%

Social justice: 30%

New learning: 19%

Be successful: 16%

Advance in my career: 8%

Traditions: 8%

Attitude towards innovation

I only buy new technologies if they have been tried and tested in practice: 47%

I like to try out innovative products: 36%

I like to keep up with the latest technology: 35%

The products I buy must meet the highest standards: 17%

In my circle of friends, I'm usually the first to try out a new technology: 14

Always having the latest technology is important to me: 11%

None of the above: 9%

Types of innovation adaptation

Latecomers: 39%

Early majority: 36%

Late majority: 14%

Early adopters: 10%

Innovators: 2%

Food attitudes

I actively try to eat healthily: 62%

I try to eat less meat: 52%

I try to avoid plastic packaging when I buy food: 47%

I avoid artificial flavorings and preservatives: 46%

Food must be convenient and fast: 20%

I have one or more food intolerances: 19%

I don't like cooking: 17%

I am open to eating meat that has been bred in a laboratory (cultured meat): 13%

I can't afford to eat healthily: 10%

None of the above: 3%

Internet settings

I could no longer imagine life without the Internet: 68%

It is important to me to have good mobile Internet reception anytime and anywhere: 63%

Mobile phone reception is good in the area where I live: 47%

I am worried that my data will be misused on the Internet: 46%

I protect my data: 43%

I am well protected against viruses and data misuse: 43%

Storing confidential data online is too insecure for me: 35%

The latest mobile communications standard is very important to me (5G): 29%

I'm excited about the use of artificial intelligence (AI) applications, such as ChatGPT, in my daily life: 26

None of the above: 2%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 57%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 57%

I prefer digital content because it's easier to manage: 50%

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: 38%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 29%

I use alternative websites and applications to view paid content for free: 25

I do not trust the mainstream media in my country of residence (e.g. news channels): 14

None of the above: 3%

Attitudes towards services

I like to organize my life with my smartphone: 47%

I am happy to pay for services that make my life easier and more convenient: 36%

I tend to book services online: 30%

I prefer services with personal contact: 29%

None of the above: 16%

I am often frustrated by unexpected additional charges at the end of a service booking: 15

I am often dissatisfied with services: 10%

Attitudes towards health care

I actively do something to stay healthy: 55%

The healthcare system often lets patients down: 54%

I would like to do more for my health: 53%

I undergo regular medical examinations: 52%

Patients have to pay too much for medication and medical treatment: 49%

I can imagine getting a prescription for cannabis for medical reasons: 40%

I have little confidence in the safety of vaccinations: 33%

I prefer alternative healing methods to classical medicine: 23%

I like to consult doctors via an app or online chat: 15

None of the above: 1%

Satisfaction with personal health

Satisfied: 37%

Neither satisfied nor dissatisfied: 25%

Dissatisfied: 24%

Very satisfied: 9%

Very dissatisfied: 5%

I'd rather not say that: 0%

Attitudes to travel

I like being in nature when I travel: 61

When I travel, I use my smartphone as a travel guide: 52%

I want to experience something unique when I travel: 44%

When traveling, I always make sure to take the cheapest offer: 40%

I can't afford a vacation this year: 30

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 29

I customize my travel plans based on travel requirements and government regulations: 22%

Sustainable travel is important to me: 19%

None of the above: 3%

Attitudes towards personal finances

I am fully aware of my financial situation: 57%

I am worried about my financial future: 50%

I could imagine handling all financial matters exclusively online: 38%

I could imagine managing all my financial matters exclusively via smartphone: 31%

If the service is good, I am happy to pay for account management and transactions: 25

I have donated money to charity in the last 12 months: 23

Online financial services have boosted my confidence in managing my own finances (fintech services to help with banking, budgeting, investing, etc.) 17%

New financial topics, such as crypto and NFTs, fascinate me: 16

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 12%

None of the above: 5%

Own assessment of the personal economic situation

Neither positive nor negative: 35%

Positive: 29%

Negative: 18%

Very positive: 10%

Very negative: 7%

I don't know: 1%

Attitudes towards mobility

Owning a car is important to me: 65%

I am a car enthusiast: 34%

Public transport in my region is good: 33%

I try to choose more environmentally friendly means of transportation : 32

There are not enough parking spaces in my neighborhood: 32%

Driving is bad for the environment: 29%

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 24

I spend too much time commuting: 19%

The electric infrastructure prevents me from buying an electric car: 19

I can imagine getting into a self-driving cab: 15%

None of the above: 3%

Settings for consumer electronics

I couldn't live without my smartphone: 62%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 55%

I want the best audio and movie experience on all my devices: 44%

I would like to control my home by smartphone or voice: 36%

I buy new electronics, even if my old model still works: 33%

Electronics are a status symbol for me: 20%

None of the above: 6%

I have not been able to buy any new electronic devices in the last 12 months because of a shortage of stock (e.g. laptop)..: 3%

Settings for insurances

I am well informed about my personal insurance contracts: 45%

I trust my insurance company to take care of my claims: 39%

I could imagine managing my insurance exclusively online: 31%

I could benefit from getting advice from an insurance expert (e.g. on premiums, insurance cover): 24%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 17%

I'm worried that I haven't taken out the right insurance: 13%

None of the above: 12%

I could imagine consulting a digital program based on algorithms (RoboAdvisor) when it comes to insurance: 11%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 10%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 48

I am often annoyed by advertising on the Internet: 41

It annoys me when I receive online ads based on my search history: 37

I have bought products because celebrities or influencers have advertised them: 32

I don't mind if companies use my personal data for advertising: 22

I use ad blockers when surfing the Internet: 15

I am excited about using the metaverse (immersive virtual world): 12

I often have difficulty distinguishing between advertising and content: 6

None of the above: 6%

Ownership of consumer electronics

Smartphone: 99%

TV: 96%

Headphones: 87%

Notebook: 84%

Printers / copiers: 75%

Tablet: 75%

Radio: 64%

Loudspeaker: 60%

Desktop PC: 48%

Music system (hi-fi/stereo): 47%

Digital camera: 46%

eReader: 27%

None of the above: 0%

Digital advertising touchpoints

Social media websites and apps: 52%

Search engines: 49%

Video portals (e.g. YouTube): 49%

Online stores: 47%

Video streaming services (e.g. Netflix, Amazon Prime): 39%

Video games (smartphone / tablet / console / PC / smart TV): 31%

Websites and apps of brands and products: 31%

Newsletter: 28%

Other apps (smartphone / tablet / console / PC / smart TV): 24%

Other(s): 24%

Music portals and streaming services (e.g. Spotify): 23%

Editorial websites and apps (e.g. news sites and magazines): 20%

Podcasts: 18%

Blogs / Forums: 12%

I have not come across any digital advertising: 5%

I don't know: 4%

Non-digital advertising touchpoints

Direct mail / advertising mail: 47%

Directly in the store: 47%

On billboards, screens and other advertising spaces on the move (including on public transport): 42%

On television: 41%

On the radio: 38%

In printed magazines: 29%

In printed daily newspapers: 27%

At the cinema/movie theater: 16%

I don't know: 7%

I haven't come across non-digital ads yet: 7%

Other(s): 4%

Purchases of publishing media (last 12 months)

None of the above: 33%

Books (Print): 31%

Audiobooks (download / streaming): 23%

eBooks: 21%

Podcasts: 20%

Magazines (print): 19%

Daily newspapers (print): 15%

Online news websites and apps / ePaper: 12%

Weekly newspaper (print): 11%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 10%

Use of publishing media (last 12 months)

Podcasts: 47%

Books (Print): 42%

Audiobooks (Download): 38%

eBooks: 29%

Daily newspapers (print): 26%

Magazines (print): 26%

Weekly newspaper (print): 22%

None of the above: 12%

TV subscription by brand

Vodafone: 29%

MagentaTV: 25%

1&1: 9%

Sky: 7%

Deutsche Glasfaser TV: 5%

waipu.tv: 5%

Other(s): 5%

I don't know: 5%

Pyur: 3%

Freenet TV: 2%

Joyn: 2%

TV usage by duration (per week)

1 up to 5 hours: 24%

I do not use this media service: 21%

6 up to 10 hours: 18%

Less than one hour: 9%

11 up to 15 hours: 9%

16 up to 20 hours: 9%

More than 20 hours: 9%

I don't know: 1%

Preferences for films and series by genre

Comedies: 65%

Thriller / Mystery / Crime thriller: 64%

Documentaries: 63%

Dramas: 51%

Horror: 49%

Science fiction and fantasy: 46%

News (local or national): 43%

Music videos & shows: 35%

Reality TV: 32%

Animation (cartoons, anime,...): 28%

Sport: 27%

Children's programs: 22%

Game shows: 21%

Talk shows: 21%

Soap operas + telenovas: 17%

Other(s): 12%

Religious: 7%

I don't know: 0%

Use of social media by brand

YouTube: 70%

Facebook: 69%

Instagram: 68%

TikTok: 48%

Pinterest: 38%

Snapchat: 26%

X (Twitter): 16%

LinkedIn: 14%

Twitch: 11%

Reddit: 8%

XING: 6%

Other(s): 6%

BeReal.: 5%

Tumblr: 3%

I use social media irregularly: 3%

Clubhouse: 2%

Flickr: 2%

Yodel: 2%

Quora: 2%

WeChat: 2%

Activities in the social media

Private messages sent: 74%

Posts liked or followed by other users: 60%

Commented on posts: 56%

Images / videos / texts / status updates posted: 46%

Posts shared by other users: 40%

Posts from influencers/content creators liked or followed: 35%

Posts from companies liked or followed companies: 31%

Posts shared by influencers / content creators: 21%

Company posts shared: 13%

I have only used social media passively: 8%

Other(s): 6%

I have not used social media: 3%

User typology of social media

Communicator: 81%

Followers: 69%

Multiplier: 49%

Content Poster: 46%

Passive user: 8%

Other(s): 6%

Non-users: 3%

Products/topics talked about online

Movies & series: 41%

Food & drink: 40%

Music: 38%

Beauty & body care: 38%

Fashion: 33%

Vacation & Travel: 31%

Health & Medicine: 31%

Budget: 29%

Social issues: 24%

Family & children: 24%

Politics: 23%

Games / Video games: 23%

Sport: 21%

Celebrities: 21%

Computers, smartphones & technology: 20%

Books: 19%

None of the above: 17%

Cars & motorcycles: 14%

Art & Culture: 13%

Preferences for podcast content by genre

Crime & Law: 46%

Comedy: 44%

Advice & self-help: 41%

Health & Fitness: 40%

Film & TV: 30%

Love & Relationships: 30%

News & Politics: 30%

Society & Culture: 30%

Music: 29%

History: 27%

Family & education: 23%

Gaming & e-sports: 21%

VIPs & celebrities: 21%

Business and economy: 18%

Science & Technology: 17%

Sport: 14%

Cars & Vehicles: 13

Other(s): 12%

personal finances: 10%

Religion & Philosophy: 10%

I don't know: 0%

Search engine usage by brand

Google: 95%

Bing: 16%

Yahoo!: 14%

DuckDuckGo: 10%

Ask.com: 9%

search.com: 8%

AOL: 7%

Ecosia: 7%

Baidu: 5%

WebCrawler: 3%

Yandex: 3%

Other(s): 3%

I do not use search engines: 0%

Internet access by type

Broadband (DSL, cable, ...): 42%

Mobile connection via smartphone / tablet: 28%

UMTS / GPRS / LTE router: 20%

the landlord's/neighbor's wireless connection: 6%

I don't know: 2%

Other connection technologies: 1%

Satellite access: 1%

I do not have an internet connection at home: 0%

Internet usage by provider/brand

Telekom: 33%

Vodafone: 23%

1&1: 17%

O2: 12%

Other(s): 6%

Pyur: 2%

I don't know: 2%

Congstar: 1%

Unitymedia: 1%

EWE: 0%

Maingau: 0%

M-Net: 0%

primacall: 0%

smartmobil.de: 0%

Starlink: 0%

Website and online service usage by type

Online stores: 75%

Social media websites and apps: 65%

Corporate websites and apps: 39%

News websites and apps: 39%

Newsletter: 31%

Blogs: 13%

None of the above: 5%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 76%

By invoice: 59%

Direct debit: 55%

Debit card: 45%

Credit card: 37%

Prepaid cards / vouchers: 25%

Cash in advance: 22%

Payment on delivery: 8%

Other(s): 3%

I have not made any payments online: 2%

Purchasing settings

When shopping, I look out for special offers: 71%

Clothing and shoes must be comfortable first and foremost: 68%

Being well dressed is very important to me: 62%

I tend to make impulse purchases when I go shopping: 59%

I always store in the same stores: 32%

I often buy clothes that I never wear: 20

I don't buy fast fashion (mass production of cheap clothing): 16%

None of the above: 1%

Online shopping settings

Before making a major purchase, I research online: 69%

Customer reviews on the Internet are very helpful: 64%

I usually manage regular / recurring orders directly via my smartphone or tablet: 56%

I prefer to buy goods from different sellers via the same online marketplace (e.g. Amazon): 53

I usually make larger new purchases directly via my smartphone or tablet: 30

I am enthusiastic about using augmented and virtual reality when shopping: 28

I would like to see and touch an item before I buy it: 26

When I order something, I prefer express delivery: 25%

When I buy an item, I want to have it in my hands on the same day: 17%

None of the above: 2%

High brand awareness by category

Pet supplies: 100%

Smartphones: 71

Cosmetics + body care: 56%

Shoes: 53%

Detergents & cleaning agents,: 49%

Household appliances: 49%

PCs and laptops: 48%

Clothing: 44%

TV and hi-fi: 44%

Food + non-alcoholic drinks: 38

Cars, motorcycles, bicycles: 34%

Furniture + household goods: 26%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 25

Bags + luggage: 24%

Sports + outdoor products: 24%

Toys + baby products: 22%

Accessories: 20

Stationery + hobby supplies: 19%

DIY + garden products: 17%

None of the above: 0%

Sources of inspiration for new products

Friends and acquaintances: 66%

Search engines (such as Google): 58%

Online stores: 55%

Social media websites and apps: 50%

In the store: 48%

Brand websites and apps: 34%

Influencer / Content Creator: 33

Magazines and newspapers: 29%

Video websites and apps (such as YouTube): 28%

Customer ratings: 25%

Price comparison websites: 23%

Voucher and deal websites and apps: 22%

Online forums: 20%

Celebrities: 16%

Magazine and newspaper websites and apps: 16%

Podcasts: 14%

Blogs: 10%

Question/answer websites and apps: 8%

None of the above: 1%

Information sources for product research

Online stores: 46%

Friends and acquaintances: 39%

In the store: 38%

Customer ratings: 36%

Price comparison websites: 30%

Brand websites and apps: 28%

Social media websites and apps: 26%

Online forums: 20%

Voucher and deal websites and apps: 14%

Question/answer websites and apps: 11%

Magazine and newspaper websites and apps: 10%

Magazines and newspapers: 9%

None of the above: 1%

Interest in product categories

Pet supplies: 88%

Clothing: 82%

Drugstore + health products: 77%

Cosmetics + body care: 75%

Shoes: 74%

Books, movies, music & games: 64%

Detergents & cleaning agents,: 63%

Furniture + household goods: 60%

Household appliances: 54%

DIY + garden products: 46%

Stationery + hobby supplies: 45%

Cars: 37%

Sports + outdoor products: 36%

Toys + baby products: 25%

Bicycles: 20%

Motorcycles: 10%

None of the above: 0%

Offline purchases by type

Drugstore / Perfumery: 83%

Pharmacy: 76%

Clothes / shoe store: 71%

DIY / garden market: 56%

Department store: 41%

Furniture store: 41%

Furnishing and decoration store: 36%

Electronics store: 35%

Bookstore: 34%

Jewelry store / jeweler: 26%

Sports store: 23%

Wholesale: 17%

None of the above: 3%

Purchase criteria for clothing

Quality: 76%

Appearance / Style: 72%

Durability: 64%

Material: 61%

Comfort: 54%

Animal welfare: 51%

Low price: 38%

Brand: 30%

No use of environmentally harmful raw materials: 28%

Country of manufacture: 24%

Fair Trade: 24%

Resource-saving production: 18%

Other(s): 3%

I don't know: 1%

Food shopping by type

Supermarket (usual size): 82%

Discounter: 73%

Bakery or bistro: 58%

Pharmacy: 52%

Delicatessen counters in supermarkets: 40%

Supermarket (Large): 37%

Farmers' market: 27%

Health food store: 19%

Online store / online retail: 15%

Mini-market / kiosk: 10%

Food voucher providers: 5%

Other(s): 3%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 89%

Baked goods: 86%

Potatoes: 81%

Dairy products (milk / yogurt / cheese / etc.): 77%

Eggs: 77%

Pasta: 75%

Rice: 68%

Meat + sausage products: 65%

Sweets + chocolate: 64%

Snacks + potato potato chips: 56%

Jam + chocolate spread: 51%

Frozen ready meals: 42%

Ice cream: 42%

Breakfast cereals: 39%

Fish + seafood: 37%

Milk substitutes (e.g. almond milk / oat yoghurt): 32%

Ready meals: 28%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 26%

None of the above: 0%

Regularly consumed drinks

Coffee: 79%

Bottled water: 69%

Tea: 65%

Soft drinks (e.g. cola, lemonade, iced tea) : 64%

Juice: 59%

Energy drinks: 32%

Beer: 24%

Non-alcoholic beer: 17%

Sparkling wine: 16%

Spirits: 12%

Cider + rice wine: 7%

Non-alcoholic wine: 7%

Wine: 7%

Non-alcoholic sparkling wine: 6%

Hard seltzer (carbonated water with alcohol): 5%

None of the above: 1%

Grocery shopping by private label

Edeka: 65%

Aldi: 62%

Rewe: 59%

Lidl: 57%

Kaufland: 41%

Penny: 33%

NET: 30%

Netto - brand discount: 26%

Alnatura: 13%

Norma: 12%

MARKET PURCHASE: 11%

denns organic market: 10%

Other(s): 8%

famila: 6%

tegut: 5%

BIO COMPANY: 3%

Myreal: 1%

I do not buy any food or everyday products: 0%

Smartphone by brand

Samsung: 45%

Apple: 31%

Xiaomi/Mi: 10%

Google: 4%

Huawei: 4%

Motorola: 2%

Nokia: 1%

OnePlus: 1%

OPPO: 1%

Sony: 1%

ZTE: 1%

Other(s): 1%

HTC: 0%

Realme: 0%

I don't know: 0%

Use of financial products

Current accounts: 84%

Credit cards: 44%

Savings accounts: 40%

Construction financing: 24%

Loans: 22%

Real estate: 19%

Equity investments (shares / investment funds): 14%

Insurance with investment elements (e.g. life insurance): 13%

Other investments: 12%

Cryptocurrencies (e.g. Bitcoin): 10%

Precious metals (e.g. gold): 8%

Mortgages: 7%

I don't know: 1%

I do not use / own any financial products or investments: 0%

Influencer followers by genre

Animals & Nature: 49%

Film & TV: 37%

Health & Fitness: 35%

Music: 33%

Shopping & product reviews: 31%

Comedy: 29%

Adult content (only shown to respondents in countries where adult content is not a criminal offense): 28%

Family & Education: 25%

Love & Relationships: 25%

News & Politics: 24%

Advice & self-help: 23%

Crime & Law: 23%

Cars & Vehicles: 20

Sport: 20%

Gaming & e-sports: 17%

Science & Technology: 16%

I do not consume content from influencers: 16%

Business and economy: 13%

VIPs & celebrities: 13%

Society & Culture: 12%

History: 11%

personal finances: 10%

Other(s): 8%

Religion & Philosophy: 6%

I don't know: 1%

Newspaper use

Local daily newspaper: 48%

die tageszeitung (taz): 19%

The world: 18%

Picture: 17%

FAZ: 14%

Süddeutsche Zeitung: 11%

Other(s): 11%

Free Press: 10%

Kölner Stadt-Anzeiger: 9%

Westdeutsche Allgemeine Zeitung: 9%

Hamburger Abendblatt: 7%

B.Z.: 6%

Frankfurter Rundschau: 6%

Handelsblatt: 6%

Neue Westfälische: 6%

Sächsische Zeitung: 5%

Südwest-Presse: 5%

I have not read any in the past 2 weeks: 5%

Online use

bild.de: 38%

focus.de: 32%

spiegel.de: 32%

zeit.de: 23%

Handelsblatt.com: 22%

süddeutsche.de: 22%

welt.de: 18%

express.de: 17%

faz.net: 17%

mopo.de: 13%

fr-online.de: 12%

rp-online.de: 10%

taz.de: 8%

Other(s): 8%

waz.de: 5%

wiwo.de: 5%

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