Test January 2023 - Update 4 2022 [BASIC]

Living situation

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

Age: 30 - 49 years: 50%; 50 - 64 years: 34%; 18 - 29 years: 15%

Gender: Male: 53%; Female: 47%

Marital status: Married: 45%; In a relationship: 23%; Single / unmarried: 22%; Divorced / widowed: 9%; I'd rather not say: 1%

State: North Rhine-Westphalia: 23%; Bavaria: 15%; Baden-Württemberg: 10%; Lower Saxony: 9%; Hesse: 8%; Berlin: 7%; Saxony: 5%; Hamburg: 4%; Rhineland-Palatinate: 4%; Schleswig-Holstein: 4%; Brandenburg: 3%; Mecklenburg-Western Pomerania: 2%; Saxony-Anhalt: 2%; Thuringia: 2%; Bremen: 1%; Saarland: 1%

Size of residence: 20.000 up to 100.000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 23%; 5.000 up to 20.000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 20%; 100.000 up to 500.000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 17%; Under 5.000 Inhabitants (Hallenberg, Marienmünster, Heimbach): 15%; 1.000.000 up to 5.000.000 inhabitants (Cologne): 14%; 500.000 up to 1.000.000 inhabitants (Dortmund, Düsseldorf, Essen): 9%

Housing situation: Rental house / rental apartment: 55%; Owner-occupied house/flat: 45%

Household size: 2 Persons: 35%; 1 Person: 22%; 3 Persons: 21%; 4 Persons: 16%; 5 or more persons: 5%

Annual household income: 36.000 up to 50.400 Euro: 19%; 69.600 up to 91.200 Euro: 16%; 50.400 up to 69.600 Euro: 15%; I'd rather not say that: 13%; 26.400 up to 36.000 Euro: 8%; 91.200 up to 117.600 Euro: 7%; Less than 18.000 euros: 5%; 117.600 up to 148.800 Euro: 5%; More than 148.800 Euro: 5%; 21.600 up to 26.400 Euro: 4%; 18.000 up to 21.600 Euro: 3%

Children under 14 in the household: No children: 66%; 1 Child: 19%; 2 Children: 12%; 3 Children: 2%; 4 Children: 0%; 5 or more children: 0%

Training: Vocational training (journeyman / master craftsman): 26%; Master's degree or comparable: 23%; University entrance qualification / Abitur: 17%; Bachelor or comparable: 17%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 14%; Doctoral degree or comparable: 3%; No formal education: 0%; Elementary school: 0%

Vehicle ownership: Car: 90%; Bicycle: 75%; E-bike: 23%; Motorcycle: 12%; Scooters (like Vespa): 8%; None of the above: 3%

Impact of the COVID-19 pandemic: I worked more from home: 70%; I buy more online (whether products or services): 56%; I avoid personal encounters with other people: 56%; I have changed vacation plans or canceled vacations: 53%; I have tried to spend less money: 32%; I have experienced anxiety and feelings of stress: 25%; My financial situation has deteriorated: 24%; None of the above: 6%

Insurances by type: Health insurance: 98%; Personal liability insurance: 78%; Car insurance: 77%; Household contents insurance: 67%; Legal expenses insurance: 52%; Accident insurance: 45%; Life insurance: 39%; Building insurance: 36%; Other(s): 13%; I don't know: 0%; I have no insurance: 0%

Diets and nutrition: I do not follow any dietary rules: 51%; Low-carb / no-carb: 14%; Lactose-free (no dairy products): 9%; Gluten-free: 6%; Vegetarian: 5%; Other(s): 5%; Vegan: 4%

Personal characteristics & attitudes

Hobbies and interests: Meeting friends: 50%; Outdoor activities: 49%; Read: 49%; Cooking and baking: 45%; Travel: 44%; Doing sport and fitness: 42%; Gardening and plants: 35%; Technology and computers: 35%; Pets: 32%; DIY and arts and crafts: 27%; Video games: 27%; Board and card games: 23%; Photography: 22%; Meditation and wellness: 19%; Cars and vehicles: 17%; Writing: 13%; Making music: 12%; Other(s): 5%; I don't know: 1%

Important aspects of life: A happy relationship: 58%; Leading an honest and respectable life: 40%; Security: 39%; Making my own decisions: 38%; Enjoy life: 37%; Social justice: 27%; New learning: 23%; Be successful: 21%; Traditions: 9%; Advance in my career: 9%

A look at the personal future: Neither optimistic nor pessimistic: 38%; Rather optimistic: 34%; Rather pessimistic: 14%; Very optimistic: 9%; Very pessimistic: 4%; I don't know: 1%

Attitude towards innovation: I only buy new technologies if they have been tried and tested in practice: 44%; I like to keep up with the latest technology: 43%; I like to try out innovative products: 42%; Among my friends, I'm usually the first to try out new technology: 20%; The products I buy must meet the highest standards: 20%; Always having the latest technology is important to me: 12%; None of the above: 5%

Types of innovation adaptation: Early majority: 38%; Latecomers: 35%; Early adopters: 14%; Late majority: 12%; Innovators: 2%

Food attitudes: I actively try to eat healthily: 62%; I try to eat less meat: 49%; I avoid artificial flavorings and preservatives: 41%; Food must be convenient and fast: 22%; I don't like cooking: 19%; I hardly have time for a proper meal: 12%; I have one or more food intolerances: 11%; I follow a strict diet for health reasons: 9%; None of the above: 7%

Internet settings: I could no longer imagine life without the Internet: 67%; It is important to me to have good mobile Internet reception anytime and anywhere: 60%; Mobile phone reception is good in the area where I live: 49%; I protect my data: 48%; I am well protected against viruses and data misuse: 47%; I am worried that my data is being misused on the Internet: 39%; Storing confidential data online is too insecure for me: 36%; The latest mobile communications standard is very important to me (5G): 22%; None of the above: 2%

Attitudes towards digital media: Digital services enable me to discover new and exciting content: 55%; I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 49%; I prefer digital content because it's easier to manage: 47%; Best picture and sound quality is important to me: 41%; It's too expensive to be able to afford all the streaming services I want: 35%; I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 27%; I use alternative websites or apps to consume paid content for free: 16%; None of the above: 6%

Attitudes towards services: I like to organize my life with my smartphone: 48%; I am happy to pay for services that make my life easier and more convenient: 37%; I prefer services with personal contact: 32%; I tend to book services online: 30%; None of the above: 15%; I am often dissatisfied with services: 10%

Attitudes towards health care: I actively do something to stay healthy: 62%; I undergo regular medical examinations: 59%; I could imagine online consultation hours via app or online chat: 58%; I would like to do more for my health: 57%; I can imagine getting a prescription for cannabis for medical reasons: 48%; Patients have to pay too much for medication and medical treatment: 40%; The healthcare system often lets patients down: 39%; I prefer alternative healing methods to classical medicine: 16%; None of the above: 2%

Attitudes to travel: When I travel, I use my smartphone as a travel guide: 56%; I want to experience something unique when I travel: 48%; When traveling, I always make sure to take the cheapest offer: 31%; When I travel, I book accommodation, rental cars etc. spontaneously using my smartphone: 25%; Sustainable travel is important to me: 23%; Fear of terrorist attacks and political crises influence my travel behavior: 21%; None of the above: 4%

Attitudes towards personal finances: I am fully aware of my financial situation: 70%; I could imagine handling all financial matters exclusively online: 57%; I could imagine managing all my financial matters exclusively via smartphone: 36%; I am worried about my financial future: 35%; I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 18%; I can imagine getting all my financial services from internet companies like Apple or Google: 10%; Managing my personal financial affairs is too complicated for me: 6%; None of the above: 4%

Attitudes towards mobility: Owning a car is important to me: 66%; I would like to switch to more environmentally friendly means of transport: 40%; Driving is bad for the environment: 37%; Public transport in my region is good: 36%; I am a car enthusiast: 34%; I can imagine getting into a self-driving cab: 30%; There are not enough parking spaces in my neighborhood: 26%; I spend too much time commuting: 20%; None of the above: 2%

Media use & consumption

Advertising touchpoints: Search engines: 52%; Video portals (e.g. YouTube): 50%; Online stores: 49%; Social media websites and apps: 45%; Newsletter: 35%; Other apps (smartphone / tablet / console / PC / smart TV): 33%; Other(s): 33%; Websites and apps of brands and products: 30%; Video streaming services (e.g. Netflix, Amazon Prime): 29%; Editorial websites and apps (e.g. news sites and magazines): 28%; Video games (smartphone / tablet / console / PC / smart TV): 19%; Music portals and streaming services (e.g. Spotify): 18%; Blogs / Forums: 15%; I have not come across any digital advertising: 6%; I don't know: 4%

Use of publishing media: ePaper / online news websites: 55%; Books (Print): 52%; Podcasts: 43%; Audiobooks (Download): 37%; Daily newspapers (print): 36%; eBooks: 35%; Magazines (print): 33%; E-mags / magazine websites (on topics such as fashion, sport, ...): 32%; Weekly newspaper (print): 22%; None of the above: 6%

Consumption of magazines and weeklies by brand: Other(s): 33%; The Mirror: 28%; Focus: 17%; star: 16%; Bild am Sonntag: 14%; The time: 13%; National Geographic: 13%; Gala: 12%; Image of the woman: 12%; TV Spielfilm: 10%; Brigitte: 10%; I haven't read any in the last 3 months: 9%; Colorful: 9%; Cosmopolitan: 8%; kicker: 8%; Glamour: 7%; Hörzu: 6%; Sport Bild: 6%; TV Digital: 6%; Vogue: 6%; Elle: 4%; Rolling Stone: 3%

Purchases of ePapers + Online News Website Subscriptions by Brand: bild.de: 32%; spiegel.de: 27%; focus.de: 26%; Other(s): 22%; Handelsblatt.com: 18%; süddeutsche.de: 18%; welt.de: 17%; zeit.de: 17%; faz.net: 16%; express.de: 10%; fr-online.de: 7%; taz.de: 7%; mopo.de: 6%; waz.de: 6%; wiwo.de: 6%; rp-online.de: 5%

Social network usage by brand: Facebook: 71%; YouTube: 69%; Instagram: 65%; Pinterest: 31%; TikTok: 27%; Twitter: 27%; LinkedIn: 26%; XING: 21%; Snapchat: 17%; Twitch: 12%; Reddit: 10%; Flickr: 4%; Yodel: 4%; Tumblr: 4%; WeChat: 3%; Other(s): 3%

Use of social networks by frequency: Daily: 67%; Several times a week: 19%; Never: 4%; Once a week: 3%; Several times a month: 3%; Once a month: 2%; Less often: 2%

Activities on social media: Private messages sent: 62%; Posts liked by other users: 50%; Persons followed: 46%; Commented on posts: 45%; Images / videos posted: 38%; Text posts / status updates: 37%; Posts shared by other users: 30%; Posts liked by companies: 24%; Company followed: 21%; I only use social media passively: 12%; Company posts shared: 11%; I have not used social media: 7%

Social media usage by platform type: Messengers (like WhatsApp,...): 76%; Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 64%; Social networks (such as Facebook): 64%; Business networks (e.g. LinkedIn): 28%; (Micro-)blogging (Twitter, Tumblr, WordPress...): 23%; Review platforms (such as Yelp, Tripadvisor ...): 14%; Discussion forums (Reddit, Quora,...): 14%; I use social media irregularly: 6%; Other(s): 5%

Internet usage by device: Smartphone: 94%; Smart TV: 61%; Tablet: 61%; Notebook (without touchscreen): 59%; Desktop PC: 51%; Laptop with touchscreen: 37%; Smartwatch: 33%; Smart speakers (such as Amazon Echo): 32%; Streaming device (such as AppleTV, Chromecast, ...): 30%

Internet access by type: Broadband (DSL, cable, ...): 64%; Mobile connection via smartphone / tablet: 14%; UMTS / GPRS / LTE router: 12%; the landlord's/neighbor's wireless connection: 6%; Satellite access: 2%; Other connection technologies: 1%; I don't know: 1%; I do not have an internet connection at home: 0%

Media usage by channel: (mobile) Internet: 100%; TV: 92%; Radio: 77%; Newspapers: 56%; Magazines: 52%; Cinema: 24%

Website and online service usage by type: Search engines: 99%; Online stores: 77%; Social media websites and apps: 57%; Video websites and apps (such as YouTube): 53%; News websites and apps: 51%; Corporate websites and apps: 45%; Newsletter: 39%; Blogs: 17%; None of the above: 1%

Purchasing settings: When shopping, I look out for special offers: 74%; Clothing and shoes must be comfortable first and foremost: 63%; Being well dressed is very important to me: 52%; I tend to make impulse purchases when I go shopping: 48%; I always store in the same stores: 31%; None of the above: 1%

Online shopping settings: Before making a major purchase, I research online: 63%; Customer reviews on the Internet are very helpful: 55%; I usually manage regular / recurring orders directly via my smartphone or tablet: 35%; Sometimes I deliberately order more products than I want to keep: 19%; When I order something, I prefer express delivery: 18%; I miss the shopping experience when I store online: 12%; When I buy an item, I want to have it in my hands on the same day: 11%; None of the above: 5%

Brand Awareness by Category: Consumer electronics: 69%; Smartphone: 62%; Clothing: 54%; PC / Notebook: 49%; TV and HiFi: 45%; Shoes: 44%; Clothing: 38%; Household appliances: 37%; Cars, motorcycles, bicycles: 34%; Bags and accessories: 24%; Cosmetics and personal care: 23%; Sports and outdoor products: 20%; Alcoholic beverages: 19%; Detergents and cleaning agents: 18%; Food and non-alcoholic beverages: 17%; Pet supplies: 13%; None of the above: 13%; DIY and garden products: 12%; Furniture and household goods: 11%; Toys and baby products: 10%; Stationery and craft supplies: 9%

Purchase decision makers by category: Clothing, shoes, accessories: 78%; Consumer electronics (e.g. TV, smartphones): 73%; Household appliances: 72%; Finance & insurance, telecommunications & electricity providers : 69%; Goods for daily needs (food, beverages, detergents + cleaning agents, drugstore supplies): 68%; Furniture + household goods: 63%; Travel: 60%; Cars, motorcycles, bicycles: 59%; Media (video, music, games): 57%; Real estate: 45%; Toys + baby products: 31%; None of the above: 3%

Sources of inspiration for new products: Friends and acquaintances: 60%; Search engines (such as Google): 59%; Online stores: 53%; In the store: 41%; Social media websites and apps: 39%; Video websites and apps (such as YouTube): 30%; Brand websites and apps: 28%; Price comparison websites: 28%; Magazines and newspapers: 26%; Customer ratings: 24%; Voucher and deal websites and apps: 22%; Magazine and newspaper websites and apps: 19%; Online forums: 17%; Blogs and podcasts: 15%; Celebrities: 12%; Question/answer websites and apps: 6%; None of the above: 2%

Information sources for product research: Search engines (such as Google): 68%; Online stores: 51%; Customer ratings: 37%; Price comparison websites: 35%; Friends and acquaintances: 32%; Brand websites and apps: 31%; In the store: 30%; Video websites and apps (such as YouTube): 20%; Online forums: 18%; Social media websites and apps: 18%; Voucher and deal websites and apps: 11%; Magazine and newspaper websites and apps: 10%; Magazines and newspapers: 10%; Question/answer websites and apps: 10%; Blogs and podcasts: 8%; None of the above: 2%

Interest in product categories: Clothing: 75%; Shoes: 72%; Food & drink: 69%; Consumer electronics (e.g. TV, smartphones): 63%; Books, movies, music & games: 55%; Drugstore + health products: 54%; Travel: 52%; Bags + accessories: 49%; Household appliances: 49%; Cosmetics + body care: 48%; Cars: 40%; Furniture + household goods: 39%; Sports + outdoor products: 39%; DIY + garden products: 36%; Detergents & cleaning agents,: 33%; Stationery + hobby supplies: 33%; Pet supplies: 29%; Bicycles: 26%; Toys + baby products: 19%; Motorcycles: 14%; None of the above: 1%

Relevance of digital services: Check online whether the product is available in the store: 53%; Return/exchange products in store that were ordered online: 41%; Home delivery of products purchased in store: 39%; Order online and collect in store: 38%; Online store search: 30%; Buy in store and return by post: 28%; Collect ordered products from the store outside opening hours: 26%; None of the above: 15%

Online purchases by category: Clothing: 60%; Shoes: 53%; Consumer electronics (e.g. TV, smartphones): 37%; Books, movies, music + games (excluding downloads): 36%; Bags + accessories: 31%; Household appliances: 31%; Drugstore + health products: 28%; Cosmetics + body care: 26%; Furniture + household goods: 21%; Pet supplies: 21%; Sports + outdoor products: 21%; DIY + garden products: 20%; Stationery + hobby supplies: 18%; Toys + baby products: 18%; Other(s): 6%; I have never bought anything online: 2%; No answer: 0%

Offline purchases by type: Pharmacy: 74%; Clothes / shoe store: 67%; Drugstore / Perfumery: 67%; DIY / garden market: 59%; Electronics store: 49%; Department store: 46%; Bookstore: 37%; Furniture store: 37%; Sports store: 34%; Furnishing and decoration store: 27%; Jewelry store / jeweler: 20%; Wholesale: 19%; None of the above: 4%

Online vs. offline product research by category: Consumer electronics (e.g. TV, smartphones): 60%; Household appliances: 51%; Clothing: 39%; Books, movies, music & games: 38%; Shoes: 37%; Bags + accessories: 28%; Furniture + household goods: 27%; Cars, motorcycles, bicycles: 25%; Sports + outdoor products: 24%; Cosmetics + body care: 22%; DIY + garden products: 22%; Drugstore + health products: 21%; Stationery + hobby supplies: 15%; Pet supplies: 14%; Toys + baby products: 14%; None of the above: 6%

Online payments by brand: PayPal: 94%; Klarna: 52%; Amazon Pay: 34%; giropay: 22%; Apple Pay: 18%; Google Pay: 16%; paydirekt: 10%; AfterPay: 6%; Skrill: 3%; BillPay: 2%; Masterpass: 2%; TransferWise: 2%; Other(s): 2%; MoneyGram: 1%; Neteller: 1%; Trustly: 1%

Food shopping by type: Supermarket (usual size): 84%; Discounter: 72%; Bakery or bistro: 57%; Pharmacy: 49%; Delicatessen counters in supermarkets: 39%; Supermarket (Large): 39%; Specialist retailers: 32%; Farmers' market: 29%; Health food store: 24%; Online store / online retail: 18%; Food voucher providers: 10%; Mini-market / kiosk: 6%; Other(s): 2%; I do not buy products for daily use: 0%

Cloud service usage: Online data and images stored: 45%; Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...): 40%; Online backup for computers or smartphones: 35%; None of the above: 31%

Smartphone by brand: Apple: 37%; Samsung: 37%; Huawei: 9%; Xiaomi/Mi: 5%; Motorola: 2%; Other(s): 2%; Google: 1%; LG: 1%; Nokia: 1%; OnePlus: 1%; OPPO: 1%; Sony: 1%; HTC: 0%; Realme: 0%; ZTE: 0%; I don't know: 0%; No answer: 0%

TV content preferences by genre: Documentaries: 67%; News (local or national): 63%; Comedies: 60%; Thriller / Mystery / Crime thriller: 52%; Sport: 41%; Science fiction and fantasy: 37%; Dramas: 34%; Talk shows: 26%; Horror: 24%; Animation (cartoons, anime,...): 22%; Game shows: 22%; Music videos & shows: 22%; Reality TV: 20%; Children's programs: 18%; Soap operas + telenovas: 14%; Other(s): 14%; Religious: 3%; I don't know: 1%

Video game preferences by genre: Strategy: 44%; Simulators: 31%; Action adventure: 30%; Adventure: 28%; Action (platform games, fighting games): 27%; Sport: 26%; Role-playing games: 25%; Shooters: 23%; Other(s): 16%; MMORPG (massively multiplayer online role-playing games): 15%; Casual: 13%; MMO (massively multiplayer online games): 13%; MOBA (Multiplayer online battle arenas): 8%; I don't know: 2%

Save as PDF

Test January 2023 - Update 4 2022 [BASIC]

Living situation

Personal characteristics & attitudes

Media use & consumption

Newest contributions

Latest comments