Tech-savvy men (electronics) - 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: 53%

50 - 64 years: 36%

18 - 29 years: 12%

Gender

Male: 100%

Female: 0%

Marital status

Married: 52%

Single / unmarried: 25%

In a relationship: 16%

Divorced / widowed: 5%

I'd rather not say: 0%

State

North Rhine-Westphalia: 22%

Baden-Württemberg: 16%

Bavaria: 15%

Lower Saxony: 9%

Berlin: 7%

Hesse: 7%

Saxony: 5%

Rhineland-Palatinate: 4%

Brandenburg: 3%

Hamburg: 3%

Saxony-Anhalt: 3%

Schleswig-Holstein: 2%

Thuringia: 2%

Bremen: 1%

Mecklenburg-Western Pomerania: 1%

Saarland: 1%

Size of residence

20.000 up to 100.000 Inhabitants: 27%

5.000 up to 20.000 Inhabitants: 20%

100.000 up to 500.000 Inhabitants: 17%

1.000.000 up to 5.000.000 Inhabitants: 13%

Under 5.000 Inhabitants: 12%

500.000 up to 1.000.000 Inhabitants: 11%

I don't know: 0%

Household size

2 Persons: 27%

1 Person: 24%

3 Persons: 22%

4 Persons: 20%

5 or more persons: 7%

Household constellation

My partner/spouse: 64%

My children: 42%

Living alone: 24%

My parents: 6%

Roommates: 3%

My siblings: 2%

My parents-in-law: 1%

My grandparents: 0%

My grandchildren: 0%

Children under the age of 18 in the household

No children: 57%

1 Child: 22%

2 Children: 17%

3 Children: 4%

4 Children: 0%

5 or more children: 0%

Current accommodation

I live in a rented apartment: 46%

I live in my own home: 36%

I live in my own home: 10%

I live in a rented house: 8%

Pets in the household

I have no pets: 41%

Cat: 36%

Dog: 32%

Fish: 7%

Bird (e.g. budgerigar, parrot): 4%

Rodents (e.g. rabbits, hamsters, guinea pigs, mice, rats): 3%

Reptile (e.g. lizard, snake, turtle): 1%

Other(s): 1%

Annual household income

36.000 up to 50.400 Euro: 19%

50.400 up to 69.600 Euro: 18%

69.600 up to 91.200 Euro: 18%

91.200 up to 117.600 Euro: 11%

26.400 up to 36.000 Euro: 9%

117.600 up to 148.800 Euro: 6%

More than 148.800 Euro: 6%

I'd rather not say that: 6%

21.600 up to 26.400 Euro: 3%

Less than 18.000 euros: 2%

18.000 up to 21.600 Euro: 2%

Effects of economic circumstances

My cost of living has risen noticeably: 62%

I have tried to spend less money: 57%

My financial situation has deteriorated: 31%

I am concerned about violence and public unrest in my country of residence (e.g. riots, violent protests): 31%

I have experienced anxiety and feelings of stress: 25%

I am worried that I will not be able to pay my bills (e.g. rent, utilities): 20%

I had to use up my household savings to cover my expenses: 17%

None of the above: 13%

I was unable to buy everyday necessities because supplies were scarce (e.g. baby food): 7%

I have lost my job in the last 12 months: 4%

Education level

Master's degree or comparable: 29%

Vocational training (journeyman / master craftsman): 27%

Bachelor or comparable: 23%

University entrance qualification / Abitur: 11%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 5%

Doctoral degree or comparable: 4%

No formal education: 1%

Elementary school: 0%

Number of sick days (last year)

0 Days: 23%

4-5 Days: 14%

6-10 Days: 14%

No answer: 13%

2-3 Days: 12%

11-20 Days: 12%

More than 20 days: 9%

1 Day: 3%

I do not work / do not go to school or university: 0%

State of health

I have no physical limitations or chronic illnesses: 38%

Cardiovascular diseases (e.g. high blood pressure, heart disease, ...): 20%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 16%

Mental illnesses (e.g. burnout, depression, anxiety): 14%

Blindness or visual impairment: 10%

Diabetes: 10%

Diseases of the musculoskeletal system (e.g. osteoporosis, rheumatoid arthritis): 10%

Other(s): 8%

Chronic skin diseases (e.g. neurodermatitis, psoriasis): 6%

Metabolic syndrome (e.g. obesity, dyslipidemia, insulin resistance): 5%

Deafness or hearing loss: 4%

Physical disabilities (e.g. cerebral palsy, spinal cord injury, loss of limbs): 4%

I'd rather not say: 2%

Behavior in the healthcare sector

Consulted a family doctor: 71%

Consulted a specialist: 55%

Underwent a medical examination: 44%

None of the above: 13%

Was in inpatient treatment in a hospital: 11%

Was treated as an outpatient in a hospital: 11%

Consulted an alternative doctor: 9%

Has undergone surgery: 8%

Diets and nutrition

I do not follow any dietary rules: 57%

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

Low-carb / no-carb: 8%

Gluten-free (i.e. no wheat products): 7%

Lactose-free (e.g. dairy products that do not contain lactose): 7%

Other(s): 4%

Pescetarians (eat fish, but no meat or poultry): 3%

Vegan (no animal products or products derived from animals, e.g. meat, poultry, fish, eggs or dairy products): 3%

Vegetarians (avoidance of animal products, e.g. meat, poultry, fish, but consumption of products of animal origin, e.g. eggs, dairy products): 3%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Technology & Computers: 67

Outdoor activities: 57%

Doing sport and fitness: 52%

Meeting friends: 50%

Travel: 49%

Video games: 46%

Cars & Vehicles: 39

Cooking/baking: 39

Read: 39%

Gardening and plants: 36%

DIY, arts & crafts: 32%

Shopping: 32

Pets: 28%

Board games / card games: 25

Photography: 20%

Making music: 18%

Meditation / Wellness: 14%

Writing: 10%

Other(s): 4%

I don't know: 0%

Important aspects of life

A happy relationship: 57%

Leading an honest and respectable life: 45%

Security: 36%

Making my own decisions: 35%

Enjoy life: 31%

New learning: 26%

Be successful: 25%

Social justice: 23%

Advance in my career: 12%

Traditions: 11%

Attitude towards innovation

I like to keep up with the latest technology: 59%

I like to try out innovative products: 52%

I only buy new technologies if they have been tried and tested in practice: 39%

In my circle of friends, I'm usually the first to try out a new technology: 29

The products I buy must meet the highest standards: 29%

Always having the latest technology is important to me: 22%

None of the above: 1%

Types of innovation adaptation

Early majority: 38%

Latecomers: 25%

Early adopters: 22%

Late majority: 10%

Innovators: 5%

Food attitudes

I actively try to eat healthily: 64%

I try to avoid plastic packaging when I buy food: 42%

I avoid artificial flavorings and preservatives: 41%

I try to eat less meat: 40%

Food must be convenient and fast: 26%

I am open to eating meat that has been bred in a laboratory (cultured meat): 23%

I don't like cooking: 16%

I have one or more food intolerances: 11%

I can't afford to eat healthily: 8%

None of the above: 3%

Internet settings

It is important to me to have good mobile Internet reception anytime and anywhere: 71%

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

Mobile phone reception is good in the area where I live: 57%

I protect my data: 55%

I'm excited about the use of artificial intelligence (AI) applications, such as ChatGPT, in my daily life: 51

I am well protected against viruses and data misuse: 49%

The latest mobile communications standard is very important to me (5G): 40%

I am worried that my data will be misused on the Internet: 37%

Storing confidential data online is too insecure for me: 37%

None of the above: 1%

Attitudes towards digital media

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 64%

Digital services enable me to discover new and exciting content: 63%

I prefer digital content because it's easier to manage: 62%

Best picture and sound quality is important to me: 59%

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,...): 26%

I use alternative websites and applications to view paid content for free: 19

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

None of the above: 0%

Attitudes towards services

I like to organize my life with my smartphone: 51%

I am happy to pay for services that make my life easier and more convenient: 47%

I tend to book services online: 42%

I prefer services with personal contact: 28%

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

None of the above: 13%

I am often dissatisfied with services: 8%

Attitudes towards health care

I actively do something to stay healthy: 73%

I would like to do more for my health: 61%

I undergo regular medical examinations: 58%

I can imagine getting a prescription for cannabis for medical reasons: 43%

Patients have to pay too much for medication and medical treatment: 33%

The healthcare system often lets patients down: 31%

I like to consult doctors via an app or online chat: 27

I have little confidence in the safety of vaccinations: 22%

I prefer alternative healing methods to classical medicine: 16%

None of the above: 2%

Satisfaction with personal health

Satisfied: 55%

Neither satisfied nor dissatisfied: 22%

Very satisfied: 12%

Dissatisfied: 9%

Very dissatisfied: 1%

I'd rather not say that: 1%

Attitudes to travel

I like being in nature when I travel: 60

When I travel, I use my smartphone as a travel guide: 60%

I want to experience something unique when I travel: 55%

When traveling, I always make sure to take the cheapest offer: 34%

When I'm traveling, I book accommodation, rental cars, etc. spontaneously via my smartphone: 30

Sustainable travel is important to me: 26%

I customize my travel plans based on travel requirements and government regulations: 25%

I can't afford a vacation this year: 19

None of the above: 1%

Attitudes towards personal finances

I am fully aware of my financial situation: 67%

I could imagine handling all financial matters exclusively online: 61%

I could imagine managing all my financial matters exclusively via smartphone: 45%

New financial topics, such as crypto and NFTs, fascinate me: 38

I have donated money to charity in the last 12 months: 31

Online financial services have boosted my confidence in managing my own finances (fintech services to help with banking, budgeting, investing, etc.) 31%

I am worried about my financial future: 29%

If the service is good, I am happy to pay for account management and transactions: 27

I could save a lot of money if I sought advice from a financial expert (e.g. on taxes, banking and insurance issues): 23%

None of the above: 4%

Own assessment of the personal economic situation

Positive: 42%

Neither positive nor negative: 34%

Very positive: 12%

Negative: 10%

Very negative: 3%

I don't know: 0%

Attitudes towards mobility

Owning a car is important to me: 72%

I am a car enthusiast: 52%

The electric infrastructure prevents me from buying an electric car: 40

Public transport in my region is good: 40%

I try to choose more environmentally friendly means of transportation : 36

Due to fuel prices, I opt for other means of transportation (e.g. bicycle): 34

There are not enough parking spaces in my neighborhood: 33%

I can imagine getting into a self-driving cab: 32%

Driving is bad for the environment: 27%

I spend too much time commuting: 22%

None of the above: 1%

Settings for consumer electronics

I want the best audio and movie experience on all my devices: 56%

I couldn't live without my smartphone: 55%

I buy new electronics, even if my old model still works: 54%

I would like to control my house by smartphone or voice: 50%

When choosing electronic devices, I pay a lot of attention to their energy efficiency: 50%

Electronics are a status symbol for me: 30%

None of the above: 5%

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)..: 4%

Settings for insurances

I am well informed about my personal insurance contracts: 54%

I could imagine managing my insurance exclusively online: 43%

I trust my insurance company to take care of my claims: 43%

I could benefit from getting advice from an insurance expert (e.g. on premiums, insurance cover): 30%

I am willing to automatically share information about my behavior with my insurance company to get better rates: 24%

I could imagine consulting a digital program based on algorithms (RoboAdvisor) when it comes to insurance: 19%

I could imagine taking out all my insurance policies with a technology company like Google or Apple: 18%

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

None of the above: 6%

DIV COLUMN (right)

Media use & consumption

Settings for online advertising

I don't mind advertising if I get free content in return: 51

I am often annoyed by advertising on the Internet: 42

I use ad blockers when surfing the Internet: 36

It annoys me when I receive online ads based on my search history: 34

I don't mind if companies use my personal data for advertising: 30

I have bought products because celebrities or influencers have advertised them: 27

I am excited about using the metaverse (immersive virtual world): 25

I often have difficulty distinguishing between advertising and content: 8

None of the above: 2%

Ownership of consumer electronics

Smartphone: 99%

TV: 96%

Headphones: 91%

Notebook: 90%

Printers / copiers: 84%

Loudspeaker: 79%

Tablet: 75%

Desktop PC: 68%

Radio: 62%

Music system (hi-fi/stereo): 58%

Digital camera: 57%

eReader: 28%

None of the above: 0%

Digital advertising touchpoints

Video portals (e.g. YouTube): 65%

Search engines: 61%

Online stores: 51%

Social media websites and apps: 51%

Video streaming services (e.g. Netflix, Amazon Prime): 46%

Websites and apps of brands and products: 40%

Video games (smartphone / tablet / console / PC / smart TV): 33%

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

Other apps (smartphone / tablet / console / PC / smart TV): 30%

Other(s): 30%

Newsletter: 29%

Music portals and streaming services (e.g. Spotify): 27%

Podcasts: 20%

Blogs / Forums: 16%

I have not come across any digital advertising: 3%

I don't know: 2%

Non-digital advertising touchpoints

On billboards, screens and other advertising spaces on the move (including on public transport): 52%

Direct mail / advertising mail: 49%

On television: 48%

Directly in the store: 47%

On the radio: 44%

In printed magazines: 33%

In printed daily newspapers: 32%

At the cinema/movie theater: 18%

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

Other(s): 4%

I don't know: 4%

Purchases of publishing media (last 12 months)

Audiobooks (download / streaming): 28%

eBooks: 27%

Books (Print): 26%

Magazines (print): 26%

Daily newspapers (print): 25%

None of the above: 25%

Podcasts: 21%

Online news websites and apps / ePaper: 19%

eMagazines / online magazine websites and apps (e.g. fashion, sport, entertainment): 19%

Weekly newspaper (print): 16%

Use of publishing media (last 12 months)

Podcasts: 48%

Audiobooks (Download): 44%

eBooks: 39%

Daily newspapers (print): 33%

Books (Print): 32%

Magazines (print): 32%

Weekly newspaper (print): 27%

None of the above: 7%

TV subscription by brand

Vodafone: 35%

MagentaTV: 28%

1&1: 8%

Sky: 7%

waipu.tv: 7%

Deutsche Glasfaser TV: 5%

Other(s): 4%

Freenet TV: 3%

Pyur: 1%

I don't know: 1%

Joyn: 0%

TV usage by duration (per week)

1 up to 5 hours: 23%

6 up to 10 hours: 19%

I do not use this media service: 18%

11 up to 15 hours: 14%

16 up to 20 hours: 9%

More than 20 hours: 9%

Less than one hour: 6%

I don't know: 0%

Preferences for films and series by genre

Documentaries: 69%

Comedies: 68%

Science fiction and fantasy: 65%

Thriller / Mystery / Crime thriller: 63%

Sport: 56%

News (local or national): 54%

Horror: 36%

Animation (cartoons, anime,...): 35%

Dramas: 33%

Music videos & shows: 32%

Talk shows: 24%

Game shows: 21%

Reality TV: 21%

Children's programs: 15%

Other(s): 11%

Soap operas + telenovas: 8%

Religious: 6%

I don't know: 0%

Use of social media by brand

YouTube: 79%

Facebook: 63%

Instagram: 59%

TikTok: 39%

LinkedIn: 33%

X (Twitter): 31%

Pinterest: 20%

Twitch: 19%

Reddit: 18%

Snapchat: 16%

XING: 16%

Other(s): 6%

Quora: 4%

Tumblr: 4%

BeReal.: 3%

Flickr: 3%

WeChat: 3%

I use social media irregularly: 3%

Clubhouse: 1%

Yodel: 1%

Activities in the social media

Private messages sent: 64%

Posts liked or followed by other users: 50%

Commented on posts: 47%

Images / videos / texts / status updates posted: 35%

Posts shared by other users: 31%

Posts from companies liked or followed companies: 31%

Posts from influencers/content creators liked or followed: 28%

Posts shared by influencers / content creators: 15%

Company posts shared: 14%

I have only used social media passively: 14%

Other(s): 6%

I have not used social media: 3%

User typology of social media

Communicator: 73%

Followers: 62%

Multiplier: 40%

Content Poster: 35%

Passive user: 14%

Other(s): 6%

Non-users: 3%

Products/topics talked about online

Computers, smartphones & technology: 45%

Sport: 35%

Music: 35%

Movies & series: 34%

Politics: 34%

Games / Video games: 32%

Vacation & Travel: 30%

Social issues: 29%

Food & drink: 27%

Cars & motorcycles: 23%

None of the above: 20%

Health & Medicine: 19%

Art & Culture: 17%

Celebrities: 17%

Budget: 17%

Books: 16%

Family & children: 15%

Fashion: 15%

Beauty & body care: 9%

Preferences for podcast content by genre

Comedy: 48%

Science & Technology: 48%

Business and economy: 44%

News & Politics: 43%

Health & Fitness: 40%

History: 39%

Music: 36%

Film & TV: 35%

Advice & self-help: 29%

Gaming & e-sports: 28%

Society & Culture: 28%

Cars & Vehicles: 27

Sport: 26%

Crime & Law: 20%

Family & education: 16%

Love & Relationships: 15%

personal finances: 14%

Religion & Philosophy: 10%

VIPs & celebrities: 7%

Other(s): 4%

I don't know: 0%

Search engine usage by brand

Google: 95%

Bing: 39%

DuckDuckGo: 21%

Yahoo!: 16%

Ecosia: 9%

AOL: 5%

Yandex: 5%

Other(s): 4%

Ask.com: 3%

Baidu: 3%

search.com: 2%

WebCrawler: 2%

I do not use search engines: 0%

Internet access by type

Broadband (DSL, cable, ...): 72%

UMTS / GPRS / LTE router: 13%

Mobile connection via smartphone / tablet: 8%

the landlord's/neighbor's wireless connection: 4%

Other connection technologies: 2%

Satellite access: 0%

I don't know: 0%

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

Internet usage by provider/brand

Telekom: 32%

Vodafone: 32%

1&1: 14%

O2: 7%

Other(s): 7%

Pyur: 3%

Congstar: 1%

EWE: 1%

M-Net: 1%

Maingau: 0%

primacall: 0%

smartmobil.de: 0%

Starlink: 0%

Unitymedia: 0%

I don't know: 0%

Website and online service usage by type

Online stores: 79%

Social media websites and apps: 68%

News websites and apps: 61%

Corporate websites and apps: 57%

Newsletter: 37%

Blogs: 23%

None of the above: 2%

Online payments by type

Online payment services (e.g. PayPal, Google Pay, Klarna): 85%

Credit card: 61%

Debit card: 55%

Direct debit: 55%

By invoice: 53%

Prepaid cards / vouchers: 34%

Cash in advance: 21%

Payment on delivery: 12%

Other(s): 2%

I have not made any payments online: 0%

Purchasing settings

Clothing and shoes must be comfortable first and foremost: 73%

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

Being well dressed is very important to me: 57%

I tend to make impulse purchases when I go shopping: 52%

I always store in the same stores: 29%

I don't buy fast fashion (mass-produced cheap clothing): 24%

I often buy clothes that I never wear: 9

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 75%

Customer reviews on the Internet are very helpful: 60%

I usually manage regular / recurring orders directly via my smartphone or tablet: 41%

I prefer to buy goods from different sellers via the same online marketplace (e.g. Amazon): 40

I would like to see and touch an item before I buy it: 29

When I order something, I prefer express delivery: 24%

I am enthusiastic about using augmented and virtual reality when shopping: 23

I usually make larger new purchases directly via my smartphone or tablet: 18

When I buy an item, I want to have it in my hands on the same day: 18%

None of the above: 1%

High brand awareness by category

Smartphones: 87

PCs and laptops: 74%

TV and hi-fi: 71%

Cars, motorcycles, bicycles: 59%

Shoes: 53%

Household appliances: 52%

Clothing: 48%

Sports + outdoor products: 37%

Alcoholic beverages (only for respondents who have reached the legal drinking age): 34

Food + non-alcoholic drinks: 31

DIY + garden products: 29%

Cosmetics + body care: 28%

Detergents & cleaning agents,: 26%

Furniture + household goods: 23%

Pet supplies: 20%

Accessories: 19

Bags + luggage: 18%

Stationery + hobby supplies: 17%

Toys + baby products: 16%

None of the above: 0%

Sources of inspiration for new products

Search engines (such as Google): 72%

Online stores: 61%

Friends and acquaintances: 56%

Video websites and apps (such as YouTube): 50%

In the store: 45%

Price comparison websites: 44%

Social media websites and apps: 44%

Brand websites and apps: 38%

Customer ratings: 36%

Magazines and newspapers: 34%

Online forums: 28%

Magazine and newspaper websites and apps: 26%

Voucher and deal websites and apps: 23%

Influencer / Content Creator: 20

Celebrities: 17%

Podcasts: 16%

Blogs: 13%

Question/answer websites and apps: 9%

None of the above: 1%

Information sources for product research

Online stores: 57%

Price comparison websites: 47%

Brand websites and apps: 42%

Customer ratings: 42%

In the store: 32%

Friends and acquaintances: 31%

Online forums: 27%

Social media websites and apps: 21%

Voucher and deal websites and apps: 15%

Magazine and newspaper websites and apps: 15%

Magazines and newspapers: 14%

Question/answer websites and apps: 11%

None of the above: 0%

Interest in product categories

Cars: 67%

Books, movies, music & games: 65%

Shoes: 62%

Clothing: 61%

Sports + outdoor products: 55%

Household appliances: 53%

DIY + garden products: 47%

Drugstore + health products: 45%

Furniture + household goods: 43%

Bicycles: 39%

Cosmetics + body care: 37%

Stationery + hobby supplies: 36%

Detergents & cleaning agents,: 32%

Pet supplies: 32%

Toys + baby products: 23%

Motorcycles: 22%

None of the above: 1%

Offline purchases by type

Clothes / shoe store: 72%

Drugstore / Perfumery: 69%

Pharmacy: 68%

DIY / garden market: 65%

Electronics store: 64%

Department store: 53%

Sports store: 50%

Furniture store: 46%

Bookstore: 34%

Furnishing and decoration store: 27%

Jewelry store / jeweler: 25%

Wholesale: 21%

None of the above: 4%

Purchase criteria for clothing

Quality: 86%

Comfort: 70%

Appearance / Style: 68%

Durability: 64%

Material: 54%

Brand: 40%

Low price: 25%

No use of environmentally harmful raw materials: 22%

Fair Trade: 18%

Animal welfare: 16%

Country of manufacture: 14%

Resource-saving production: 11%

Other(s): 2%

I don't know: 0%

Food shopping by type

Supermarket (usual size): 89%

Discounter: 71%

Bakery or bistro: 53%

Delicatessen counters in supermarkets: 45%

Supermarket (Large): 41%

Pharmacy: 35%

Farmers' market: 27%

Health food store: 21%

Online store / online retail: 16%

Mini-market / kiosk: 10%

Food voucher providers: 8%

Other(s): 1%

I do not buy products for daily use: 0%

Food consumed regularly

Fruit + vegetables: 83%

Baked goods: 82%

Eggs: 77%

Meat + sausage products: 75%

Dairy products (milk / yogurt / cheese / etc.): 74%

Potatoes: 74%

Pasta: 71%

Sweets + chocolate: 63%

Rice: 62%

Snacks + potato potato chips: 51%

Fish + seafood: 48%

Jam + chocolate spread: 45%

Breakfast cereals: 43%

Ice cream: 43%

Frozen ready meals: 39%

Ready meals: 29%

Meat substitute products (e.g. vegan sausages / plant-based burger patties): 22%

Milk substitutes (e.g. almond milk / oat yoghurt): 19%

None of the above: 0%

Regularly consumed drinks

Coffee: 76%

Bottled water: 71%

Soft drinks (e.g. cola, lemonade, iced tea) : 63%

Juice: 56%

Beer: 55%

Tea: 54%

Energy drinks: 31%

Non-alcoholic beer: 27%

Spirits: 25%

Sparkling wine: 14%

Cider + rice wine: 9%

Non-alcoholic sparkling wine: 9%

Wine: 9%

Non-alcoholic wine: 8%

Hard seltzer (carbonated water with alcohol): 7%

None of the above: 0%

Grocery shopping by private label

Lidl: 65%

Edeka: 64%

Aldi: 63%

Rewe: 59%

Kaufland: 46%

NET: 31%

Penny: 31%

Netto - brand discount: 25%

MARKET PURCHASE: 16%

Norma: 12%

Alnatura: 9%

denns organic market: 9%

famila: 7%

tegut: 5%

Other(s): 5%

BIO COMPANY: 4%

Myreal: 4%

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

Smartphone by brand

Samsung: 41%

Apple: 31%

Xiaomi/Mi: 11%

Huawei: 5%

Google: 3%

Motorola: 3%

OPPO: 2%

Sony: 2%

Nokia: 1%

Other(s): 1%

HTC: 0%

OnePlus: 0%

Realme: 0%

ZTE: 0%

I don't know: 0%

Use of financial products

Current accounts: 86%

Credit cards: 66%

Savings accounts: 58%

Equity investments (shares / investment funds): 46%

Cryptocurrencies (e.g. Bitcoin): 35%

Loans: 34%

Real estate: 28%

Construction financing: 27%

Insurance with investment elements (e.g. life insurance): 24%

Other investments: 18%

Mortgages: 17%

Precious metals (e.g. gold): 17%

I don't know: 0%

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

Influencer followers by genre

Science & Technology: 48%

News & Politics: 41%

Cars & Vehicles: 40

Film & TV: 38%

Business and economy: 37%

Gaming & e-sports: 37%

Comedy: 36%

Music: 35%

Advice & self-help: 33%

Sport: 32%

Health & Fitness: 31%

Animals & Nature: 30%

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

History: 25%

Shopping & product reviews: 25%

personal finances: 19%

I do not consume content from influencers: 17%

Family & Education: 15%

Society & Culture: 15%

Crime & Law: 13%

VIPs & celebrities: 11%

Love & Relationships: 8%

Religion & Philosophy: 8%

Other(s): 2%

I don't know: 0%

Newspaper use

Local daily newspaper: 41%

The world: 25%

FAZ: 17%

Picture: 16%

Handelsblatt: 15%

Süddeutsche Zeitung: 15%

Other(s): 14%

die tageszeitung (taz): 12%

Südwest-Presse: 12%

Westdeutsche Allgemeine Zeitung: 11%

Hamburger Abendblatt: 10%

Frankfurter Rundschau: 9%

Sächsische Zeitung: 9%

Neue Westfälische: 8%

Free Press: 7%

Kölner Stadt-Anzeiger: 5%

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

B.Z.: 4%

Online use

faz.net: 67%

focus.de: 33%

fr-online.de: 33%

Handelsblatt.com: 33%

spiegel.de: 33%

süddeutsche.de: 33%

taz.de: 33%

zeit.de: 33%

bild.de: 0%

express.de: 0%

mopo.de: 0%

rp-online.de: 0%

waz.de: 0%

welt.de: 0%

wiwo.de: 0%

Other(s): 0%

Persona Source Reference Block
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