Sustainable coffee lovers - Buyer Persona - Update 4 2024 (Basic)

DIV COLUMN (left)

Name

Name (male): Jan, Daniel, Florian, Christian, Philipp

Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Age

30 - 49 years: 80%

18 - 29 years: 20%

50 - 64 years: 0%

Gender

Female: 52%

Male: 48%

Marital status

Married: 61%

In a relationship: 24%

Single / unmarried: 13%

Divorced / widowed: 3%

I'd rather not say: 0%

State

North Rhine-Westphalia: 21%

Bavaria: 17%

Baden-Württemberg: 14%

Berlin: 7%

Hesse: 7%

Lower Saxony: 6%

Rhineland-Palatinate: 6%

Saxony: 6%

Hamburg: 3%

Saxony-Anhalt: 3%

Brandenburg: 2%

Mecklenburg-Western Pomerania: 2%

Schleswig-Holstein: 2%

Thuringia: 2%

Bremen: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 25%

5.000 up to 20.000 Inhabitants: 18%

100.000 up to 500.000 Inhabitants: 17%

500.000 up to 1.000.000 Inhabitants: 14%

Under 5.000 Inhabitants: 13%

1.000.000 up to 5.000.000 Inhabitants: 12%

I don't know: 1%

Household size

3 Persons: 31%

4 Persons: 24%

2 Persons: 22%

1 Person: 17%

5 or more persons: 7%

Household constellation

My partner/spouse: 83%

My children: 55%

Living alone: 17%

My parents: 0%

My parents-in-law: 0%

My siblings: 0%

My grandparents: 0%

My grandchildren: 0%

Roommates: 0%

Children under the age of 18 in the household

No children: 39%

1 Child: 31%

2 Children: 23%

3 Children: 5%

4 Children: 1%

5 or more children: 1%

Current accommodation

I live in a rented apartment: 42%

I live in my own home: 37%

I live in my own home: 12%

I live in a rented house: 8%

Pets in the household

Dog: 46%

Cat: 44%

I have no pets: 25%

Fish: 11%

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

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 6%

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

Other(s): 1%

Annual household income

69.600 up to 91.200 Euro: 28%

50.400 up to 69.600 Euro: 26%

36.000 up to 50.400 Euro: 22%

91.200 up to 117.600 Euro: 17%

117.600 up to 148.800 Euro: 7%

Less than 18.000 euros: 0%

18.000 up to 21.600 Euro: 0%

21.600 up to 26.400 Euro: 0%

26.400 up to 36.000 Euro: 0%

More than 148.800 Euro: 0%

I'd rather not say that: 0%

Effects of economic circumstances

My cost of living has risen noticeably: 67%

I have tried to spend less money: 58%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 40%

I have experienced anxiety and feelings of stress: 38%

My financial situation has deteriorated: 31%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 25%

I had to use up my household savings to cover my expenses: 20%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 11%

None of the above: 9%

I have lost my job in the last 12 months: 6%

Education level

Vocational training (journeyman / master craftsman): 33%

Master's degree or comparable: 29%

Bachelor or comparable: 26%

University entrance qualification / Abitur: 7%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 3%

Doctoral degree or comparable: 2%

No formal education: 0%

Elementary school: 0%

Number of sick days (last year)

4-5 Days: 20%

2-3 Days: 15%

6-10 Days: 15%

More than 20 days: 15%

0 Days: 10%

No answer: 10%

1 Day: 5%

11-20 Days: 5%

I do not work / do not go to school or university: 5%

State of health

I have no physical limitations or chronic illnesses: 32%

Mental illnesses (e.g. burnout, depression, anxiety): 18%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 17%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 15%

Blindness or visual impairment: 13%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 13%

Other(s): 12%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 10%

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

Deafness or hearing loss: 5%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 3%

I'd rather not say: 3%

Diabetes: 2%

Behavior in the healthcare sector

Consulted a family doctor: 78%

Consulted a specialist: 72%

Underwent a medical examination: 63%

Consulted an alternative doctor: 23%

Was treated as an outpatient in a hospital: 23%

Was in inpatient treatment in a hospital: 10%

Has undergone surgery: 8%

None of the above: 5%

Diets and nutrition

I do not follow any dietary rules: 40%

Flexitarians (mainly plant-based foods, occasionally also meat and fish): 27%

Lactose-free (e.g. dairy products that do not contain lactose): 13%

Low-carb / no-carb: 13%

Other(s): 8%

Pescetarians (eat fish, but no meat or poultry): 6%

Vegans (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 6%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 6%

Gluten-free (i.e. no wheat products): 4%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Cooking/baking: 67

Outdoor activities: 66%

Doing sport and fitness: 65%

Meeting friends: 64%

Travel: 63%

Shopping: 58

Read: 49%

Pets: 48%

Technology & Computers: 47

Video games: 46%

Gardening and plants: 45%

Cars & Vehicles: 39

DIY, arts & crafts: 37%

Board games / card games: 31

Meditation / Wellness: 30%

Photography: 26%

Making music: 18%

Writing: 17%

Other(s): 4%

I don't know: 0%

Important aspects of life

A happy relationship: 71%

Security: 51%

Leading an honest and respectable life: 37%

Enjoy life: 29%

Be successful: 26%

Making my own decisions: 26%

New learning: 20%

Social justice: 20%

Advance in my career: 11%

Traditions: 9%

Attitude towards innovation

I like to keep up with the latest technology: 70%

I like to try out innovative products: 67%

The products I buy must meet the highest standards: 41%

In my circle of friends, I'm usually the first to try out a new technology: 32

Always having the latest technology is important to me: 31%

I only buy new technologies if they have been tried and tested in practice: 21%

None of the above: 2%

Types of innovation adaptation

Early majority: 52%

Early adopters: 29%

Late majority: 14%

Innovators: 5%

Latecomers: 0%

Food attitudes

I actively try to eat healthily: 75%

I try to avoid plastic packaging when I buy food: 48%

I try to eat less meat: 48%

I avoid artificial flavorings and preservatives: 38%

Food must be convenient and fast: 19%

I am open to eating meat that has been bred in a laboratory (cultured meat): 19%

I don't like cooking: 17%

I have one or more food intolerances: 13%

I can't afford to eat healthily: 10%

None of the above: 2%

Internet settings

It is important to me to have good mobile Internet reception anytime and anywhere: 76%

I could no longer imagine life without the Internet: 74%

The latest mobile communications standard is very important to me (5G): 55%

Mobile phone reception is good in the area where I live: 51%

I'm excited about the use of artificial intelligence (AI) applications, such as ChatGPT, in my daily life: 48

I protect my data: 47%

I am well protected against viruses and data misuse: 45%

I am worried that my data will be misused on the Internet: 41%

Storing confidential data online is too insecure for me: 29%

None of the above: 0%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 77%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 69%

Best picture and sound quality is important to me: 69%

I prefer digital content because it's easier to manage: 68%

It's too expensive to be able to afford all the streaming services I want: 43%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 39%

I use alternative websites and applications to view paid content for free: 29

I do not trust the mainstream media in my country of residence (e.g. news channels): 19

None of the above: 0%

Attitudes towards services

I like to organize my life with my smartphone: 64%

I tend to book services online: 59%

I am happy to pay for services that make my life easier and more convenient: 53%

I prefer services with personal contact: 36%

I am often frustrated by unexpected additional charges at the end of a service booking: 20

I am often dissatisfied with services: 9%

None of the above: 3%

Attitudes towards health care

I actively do something to stay healthy: 67%

I undergo regular medical examinations: 62%

I would like to do more for my health: 55%

The healthcare system often lets patients down: 53%

I can imagine getting a prescription for cannabis for medical reasons: 50%

I have little confidence in the safety of vaccinations: 38%

Patients have to pay too much for medication and medical treatment: 38%

I like to consult doctors via an app or online chat: 28

I prefer alternative healing methods to classical medicine: 20%

None of the above: 2%

Satisfaction with personal health

Satisfied: 50%

Dissatisfied: 17%

Neither satisfied nor dissatisfied: 13%

Very satisfied: 12%

Very dissatisfied: 7%

I'd rather not say that: 2%

Attitudes to travel

When I travel, I use my smartphone as a travel guide: 72%

I want to experience something unique when I travel: 61%

I like being in nature when I travel: 60

Sustainable travel is important to me: 59%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 41

When traveling, I always make sure to take the cheapest offer: 41%

I customize my travel plans based on travel requirements and government regulations: 32%

I can't afford a vacation this year: 13

None of the above: 2%

Attitudes towards personal finances

I am fully aware of my financial situation: 67%

I could imagine handling all financial matters exclusively online: 55%

I could imagine managing all my financial matters exclusively via smartphone: 50%

I am worried about my financial future: 37%

I have donated money to charity in the last 12 months: 35

New financial topics, such as crypto and NFTs, fascinate me: 35

If the service is good, I am happy to pay for account management and transactions: 28

Online financial services have boosted my confidence in managing my own finances (fintech services to help with banking, budgeting, investing, etc.) 28%

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 25%

None of the above: 3%

Own assessment of the personal economic situation

Positive: 48%

Neither positive nor negative: 26%

Very positive: 18%

Negative: 7%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 84%

I am a car enthusiast: 65%

I try to choose more environmentally friendly means of transportation : 38

There are not enough parking spaces in my neighborhood: 38%

Public transport in my region is good: 37%

I can imagine getting into a self-driving cab: 33%

The electric infrastructure prevents me from buying an electric car: 33

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 30

Driving is bad for the environment: 28%

I spend too much time commuting: 26%

None of the above: 0%

Settings for consumer electronics

I couldn't live without my smartphone: 67%

I would like to control my home by smartphone or voice: 62%

I want the best audio and movie experience on all my devices: 55%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 53%

I buy new electronics, even if my old model still works: 52%

Electronics are a status symbol for me: 36%

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)..: 7%

None of the above: 1%

Settings for insurances

I am well informed about my personal insurance contracts: 58%

I could imagine managing my insurance exclusively online: 45%

I trust my insurance company to take care of my claims: 45%

I could benefit from getting advice from an insurance expert (e.g. on premiums, insurance cover): 33%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 32%

I could imagine consulting a digital program based on algorithms (RoboAdvisor) when it comes to insurance: 25%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 15%

I'm worried that I haven't taken out the right insurance: 15%

None of the above: 3%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 53

I have bought products because celebrities or influencers have advertised them: 52

I am excited about using the metaverse (immersive virtual world): 38

I don't mind if companies use my personal data for advertising: 36

It annoys me when I receive online ads based on my search history: 35

I am often annoyed by advertising on the Internet: 33

I use ad blockers when surfing the Internet: 33

I often have difficulty distinguishing between advertising and content: 14

None of the above: 2%

Ownership of consumer electronics

Smartphone: 100%

TV: 99%

Notebook: 93%

Headphones: 92%

Tablet: 84%

Loudspeaker: 83%

Printers / copiers: 78%

Desktop PC: 67%

Digital camera: 67%

Radio: 63%

Music system (hi-fi/stereo): 49%

eReader: 29%

None of the above: 0%

Digital advertising touchpoints

Social media websites and apps: 63%

Video portals (e.g. YouTube): 61%

Online stores: 57%

Search engines: 57%

Video streaming services (e.g. Netflix, Amazon Prime): 51%

Websites and apps of brands and products: 46%

Video games (smartphone / tablet / console / PC / smart TV): 38%

Other apps (smartphone / tablet / console / PC / smart TV): 34%

Other(s): 34%

Music portals and streaming services (e.g. Spotify): 33%

Newsletter: 33%

Editorial websites and apps (e.g. news sites and magazines): 31%

Podcasts: 31%

Blogs / Forums: 22%

I have not come across any digital advertising: 2%

I don't know: 1%

Non-digital advertising touchpoints

On billboards, screens and other advertising spaces on the move (including on public transport): 54%

Directly in the store: 48%

On television: 48%

Direct mail / advertising mail: 45%

On the radio: 44%

In printed magazines: 36%

In printed daily newspapers: 33%

At the cinema/movie theater: 25%

Other(s): 5%

I haven't come across non-digital ads yet: 5%

I don't know: 4%

Purchases of publishing media (last 12 months)

eBooks: 37%

Audiobooks (download / streaming): 37%

Books (Print): 36%

Podcasts: 35%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 31%

Online news websites and apps / ePaper: 27%

Magazines (print): 27%

Daily newspapers (print): 23%

Weekly newspaper (print): 20%

None of the above: 15%

Use of publishing media (last 12 months)

Podcasts: 80%

Audiobooks (Download): 71%

eBooks: 53%

Books (Print): 49%

Daily newspapers (print): 39%

Magazines (print): 37%

Weekly newspaper (print): 36%

None of the above: 0%

TV subscription by brand

MagentaTV: 30%

Vodafone: 24%

Sky: 17%

1&1: 9%

waipu.tv: 7%

Deutsche Glasfaser TV: 6%

Other(s): 4%

Freenet TV: 2%

I don't know: 2%

Joyn: 0%

Pyur: 0%

TV usage by duration (per week)

1 up to 5 hours: 32%

6 up to 10 hours: 23%

Less than one hour: 11%

I do not use this media service: 11%

11 up to 15 hours: 8%

16 up to 20 hours: 8%

More than 20 hours: 8%

I don't know: 0%

Preferences for films and series by genre

Comedies: 79%

Thriller / Mystery / Crime thriller: 69%

Documentaries: 67%

Dramas: 59%

Sport: 56%

Science fiction and fantasy: 55%

News (local or national): 51%

Animation (cartoons, anime,...): 48%

Music videos & shows: 48%

Reality TV: 45%

Horror: 44%

Game shows: 33%

Talk shows: 33%

Children's programs: 29%

Other(s): 13%

Soap operas + telenovas: 12%

Religious: 5%

I don't know: 0%

Use of social media by brand

Instagram: 82%

YouTube: 81%

Facebook: 75%

TikTok: 54%

Pinterest: 35%

X (Twitter): 33%

LinkedIn: 30%

Snapchat: 29%

Twitch: 23%

Reddit: 20%

XING: 12%

BeReal.: 5%

WeChat: 5%

Other(s): 5%

Quora: 4%

Tumblr: 4%

Clubhouse: 2%

Flickr: 2%

Yodel: 2%

I use social media irregularly: 1%

Activities in the social media

Private messages sent: 75%

Posts liked or followed by other users: 67%

Commented on posts: 59%

Images / videos / texts / status updates posted: 52%

Posts from influencers/content creators liked or followed: 48%

Posts from companies liked or followed companies: 45%

Posts shared by other users: 44%

Posts shared by influencers / content creators: 30%

Company posts shared: 26%

I have only used social media passively: 8%

Other(s): 5%

I have not used social media: 2%

User typology of social media

Communicator: 82%

Followers: 79%

Multiplier: 59%

Content Poster: 52%

Passive user: 8%

Other(s): 5%

Non-users: 2%

Products/topics talked about online

Movies & series: 59%

Food & drink: 53%

Beauty & body care: 52%

Music: 48%

Vacation & Travel: 48%

Computers, smartphones & technology: 48%

Games / Video games: 47%

Sport: 47%

Fashion: 45%

Social issues: 42%

Budget: 39%

Family & children: 39%

Politics: 38%

Health & Medicine: 36%

Books: 29%

Cars & motorcycles: 29%

Art & Culture: 27%

Celebrities: 27%

None of the above: 5%

Preferences for podcast content by genre

Health & Fitness: 53%

Comedy: 48%

Business and economy: 43%

Crime & Law: 43%

Advice & self-help: 40%

Sport: 38%

Film & TV: 35%

Love & relationships: 35%

Music: 35%

News & Politics: 33%

Science & Technology: 33%

Family & education: 32%

Society & Culture: 32%

Cars & Vehicles: 30

Gaming & e-sports: 25%

History: 25%

personal finances: 20%

Religion & Philosophy: 12%

VIPs & celebrities: 10%

Other(s): 7%

I don't know: 0%

Search engine usage by brand

Google: 97%

Bing: 23%

Yahoo!: 16%

AOL: 6%

Ask.com: 6%

Baidu: 6%

DuckDuckGo: 6%

search.com: 6%

WebCrawler: 6%

Yandex: 6%

Other(s): 6%

Ecosia: 3%

I do not use search engines: 0%

Internet access by type

Broadband (DSL, cable, ...): 56%

Mobile connection via smartphone / tablet: 22%

UMTS / GPRS / LTE router: 13%

the landlord's/neighbor's wireless connection: 5%

Other connection technologies: 2%

Satellite access: 2%

I don't know: 0%

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

Internet usage by provider/brand

Vodafone: 38%

Telekom: 26%

O2: 13%

Other(s): 11%

1&1: 7%

Congstar: 2%

EWE: 2%

Pyur: 2%

Maingau: 0%

M-Net: 0%

primacall: 0%

smartmobil.de: 0%

Starlink: 0%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Social media websites and apps: 85%

Online stores: 82%

News websites and apps: 62%

Corporate websites and apps: 56%

Newsletter: 44%

Blogs: 32%

None of the above: 0%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 88%

Direct debit: 67%

By invoice: 65%

Credit card: 53%

Debit card: 48%

Prepaid cards / vouchers: 45%

Cash in advance: 23%

Payment on delivery: 12%

Other(s): 0%

I have not made any payments online: 0%

Purchasing settings

Being well dressed is very important to me: 83%

I tend to make impulse purchases when I go shopping: 71%

Clothing and shoes must be comfortable first and foremost: 67%

When shopping, I look out for special offers: 65%

I always store in the same stores: 23%

I don't buy fast fashion (mass-produced cheap clothing): 21%

I often buy clothes that I never wear: 21

None of the above: 0%

Online shopping settings

Customer reviews on the Internet are very helpful: 65%

I prefer to buy goods from different sellers via the same online marketplace (e.g. Amazon): 56

Before making a major purchase, I research online: 56%

I usually manage regular / recurring orders directly via my smartphone or tablet: 50%

I would like to see and touch an item before I buy it: 42

When I order something, I prefer express delivery: 38%

I usually make larger new purchases directly via my smartphone or tablet: 37

I am enthusiastic about using augmented and virtual reality when shopping: 35

When I buy an item, I want to have it in my hands on the same day: 19%

None of the above: 2%

High brand awareness by category

Food + non-alcoholic drinks: 100

Smartphones: 84

Shoes: 72%

PCs and laptops: 71%

Clothing: 68%

Household appliances: 64%

Cosmetics + body care: 63%

TV and hi-fi: 62%

Cars, motorcycles, bicycles: 60%

Detergents & cleaning agents,: 60%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 55

Sports + outdoor products: 49%

Furniture + household goods: 45%

Bags + luggage: 44%

Pet supplies: 42%

Accessories: 38

Toys + baby products: 37%

Stationery + hobby supplies: 30%

DIY + garden products: 29%

None of the above: 0%

Sources of inspiration for new products

Friends and acquaintances: 74%

Search engines (such as Google): 73%

Social media websites and apps: 70%

Online stores: 70%

Video websites and apps (such as YouTube): 56%

In the store: 56%

Brand websites and apps: 52%

Influencer / Content Creator: 50

Customer ratings: 44%

Magazines and newspapers: 41%

Price comparison websites: 41%

Voucher and deal websites and apps: 39%

Celebrities: 32%

Magazine and newspaper websites and apps: 32%

Online forums: 30%

Podcasts: 30%

Blogs: 29%

Question/answer websites and apps: 18%

None of the above: 2%

Information sources for product research

Online stores: 59%

In the store: 55%

Customer ratings: 53%

Social media websites and apps: 44%

Friends and acquaintances: 39%

Price comparison websites: 38%

Brand websites and apps: 33%

Online forums: 23%

Voucher and deal websites and apps: 21%

Question/answer websites and apps: 21%

Magazine and newspaper websites and apps: 18%

Magazines and newspapers: 15%

None of the above: 0%

Interest in product categories

Shoes: 88%

Clothing: 87%

Books, movies, music & games: 75%

Cars: 73%

Household appliances: 73%

Furniture + household goods: 67%

Cosmetics + body care: 63%

Detergents & cleaning agents,: 62%

DIY + garden products: 62%

Drugstore + health products: 60%

Pet supplies: 58%

Sports + outdoor products: 58%

Stationery + hobby supplies: 46%

Bicycles: 40%

Toys + baby products: 40%

Motorcycles: 19%

None of the above: 0%

Offline purchases by type

Clothes / shoe store: 85%

Drugstore / Perfumery: 73%

Department store: 69%

DIY / garden market: 67%

Pharmacy: 67%

Furniture store: 60%

Electronics store: 58%

Sports store: 50%

Furnishing and decoration store: 44%

Bookstore: 40%

Jewelry store / jeweler: 40%

Wholesale: 29%

None of the above: 2%

Purchase criteria for clothing

Quality: 90%

Comfort: 77%

Appearance / Style: 71%

Material: 65%

Brand: 56%

Shelf life: 56%

Country of manufacture: 35%

Animal welfare: 33%

Low price: 31%

No use of environmentally harmful raw materials: 25%

Fair Trade: 23%

Resource-saving production: 19%

Other(s): 2%

I don't know: 0%

Food shopping by type

Supermarket (usual size): 83%

Discounter: 71%

Bakery or bistro: 58%

Delicatessen counters in supermarkets: 50%

Pharmacy: 46%

Supermarket (Large): 46%

Farmers' market: 44%

Health food store: 40%

Online store / online retail: 29%

Mini-market / kiosk: 21%

Food voucher providers: 12%

Other(s): 4%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 88%

Baked goods: 77%

Eggs: 77%

Potatoes: 77%

Pasta: 71%

Snacks + potato potato chips: 71%

Dairy products (milk / yogurt / cheese / etc.): 69%

Rice: 67%

Meat + sausage products: 65%

Sweets + chocolate: 63%

Breakfast cereals: 54%

Ice cream: 54%

Fish + seafood: 52%

Frozen ready meals: 48%

Jam + chocolate spread: 48%

Milk substitutes (e.g. almond milk / oat yoghurt): 40%

Ready meals: 37%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 31%

None of the above: 0%

Regularly consumed drinks

Coffee: 100%

Bottled water: 77%

Juice: 73%

Soft drinks (e.g. cola, lemonade, iced tea) : 65%

Tea: 65%

Energy drinks: 50%

Beer: 46%

Spirits: 31%

Non-alcoholic beer: 27%

Sparkling wine: 27%

Non-alcoholic wine: 25%

Hard seltzer (carbonated water with alcohol): 17%

Non-alcoholic sparkling wine: 17%

Cider + rice wine: 15%

Wine: 15%

None of the above: 0%

Grocery shopping by private label

Edeka: 75%

Lidl: 73%

Aldi: 67%

Kaufland: 62%

Rewe: 60%

Penny: 38%

NET: 38%

Netto - brand discount: 37%

Alnatura: 29%

famila: 23%

MARKET PURCHASE: 21%

Norma: 17%

BIO COMPANY: 17%

denns organic market: 15%

tegut: 13%

Myreal: 10%

Other(s): 6%

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

Smartphone by brand

Apple: 46%

Samsung: 36%

Xiaomi/Mi: 8%

Google: 2%

OnePlus: 2%

HTC: 1%

Huawei: 1%

Other(s): 1%

Motorola: 0%

Nokia: 0%

OPPO: 0%

Realme: 0%

Sony: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Current accounts: 78%

Savings accounts: 68%

Credit cards: 57%

Construction financing: 42%

Cryptocurrencies (e.g. Bitcoin): 32%

Equity investments (shares / investment funds): 32%

Loans: 30%

Precious metals (e.g. gold): 27%

Real estate: 25%

Insurance with investment elements (e.g. life insurance): 17%

Mortgages: 15%

Other investments: 12%

I don't know: 0%

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

Influencer followers by genre

Health & Fitness: 59%

Film & TV: 56%

Comedy: 53%

Family & education: 48%

News & Politics: 48%

Sport: 48%

Shopping & product reviews: 47%

Animals & Nature: 45%

Cars & Vehicles: 45

Music: 45%

Adult content (only shown to respondents in countries where adult content is not a criminal offense): 44%

Gaming & e-sports: 42%

Business and economy: 38%

Advice & self-help: 36%

Science & Technology: 36%

History: 30%

Crime & Law: 29%

Personal finances: 27%

VIPs & celebrities: 26%

Religion & Philosophy: 24%

Society & Culture: 24%

Love & relationships: 21%

Other(s): 3%

I do not consume content from influencers: 2%

I don't know: 0%

Newspaper use

Local daily newspaper: 45%

FAZ: 28%

Picture: 22%

The world: 21%

Westdeutsche Allgemeine Zeitung: 21%

Frankfurter Rundschau: 17%

Süddeutsche Zeitung: 17%

Other(s): 17%

die tageszeitung (taz): 14%

Handelsblatt: 14%

Neue Westfälische: 14%

Südwest-Presse: 10%

Hamburger Abendblatt: 7%

Kölner Stadt-Anzeiger: 7%

Sächsische Zeitung: 7%

B.Z.: 3%

Free Press: 3%

I have not read any in the past 2 weeks: 0%

Online use

bild.de: 33%

focus.de: 33%

spiegel.de: 33%

zeit.de: 30%

welt.de: 26%

faz.net: 22%

Handelsblatt.com: 22%

Other(s): 22%

fr-online.de: 19%

süddeutsche.de: 19%

rp-online.de: 15%

taz.de: 15%

express.de: 11%

mopo.de: 11%

wiwo.de: 11%

waz.de: 0%

Persona Source Reference Block
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