Target audience: Car enthusiasts (New Tool)

Living situation

Name: Name (male): Jan, Daniel, Florian, Christian, Philipp; Name (female): Katharina, Sarah, Julia, Anna, Stefanie

Size of residence: 20.000 up to 100.000 inhabitants (Schmallenberg, Brilon, Meschede, Petershagen, Sundern (Sauerland)): 27%; 5.000 up to 20.000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 21%; Under 5.000 Inhabitants (Hallenberg, Marienmünster, Heimbach): 17%; 100.000 up to 500.000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 16%; 500.000 up to 1.000.000 inhabitants (Dortmund, Düsseldorf, Essen): 9%; 1.000.000 up to 5.000.000 inhabitants (Cologne): 8%

Housing situation: Rental house / rental apartment: 59%; Owner-occupied house/flat: 41%

Household size: 2 Persons: 33%; 3 Persons: 24%; 1 Person: 21%; 4 Persons: 16%; 5 or more persons: 6%

Annual household income: 36.000 up to 50.400 Euro: 18%; I'd rather not say that: 15%; 26.400 up to 36.000 Euro: 13%; 50.400 up to 69.600 Euro: 12%; 69.600 up to 91.200 Euro: 12%; Less than 18.000 euros: 10%; 21.600 up to 26.400 Euro: 6%; 18.000 up to 21.600 Euro: 5%; 91.200 up to 117.600 Euro: 4%; More than 148.800 Euro: 4%; 117.600 up to 148.800 Euro: 2%

Children under 14 in the household: No children: 65%; 2 Children: 32%; 1 Child: 21%; 3 Children: 2%; 4 Children: 0%; 5 or more children: 0%

Type of employment: Full-time employee: 59%; Other(s): 24%; Part-time: 11%; Self-employed / Freelancer: 6%

Employment status: Full-time employee: 59%; Part-time: 11%; Pensioner: 7%; Self-employed / Freelancer: 6%; Student (Uni): 5%; Unemployed: 4%; Trainee / Apprenticeship: 3%; Pupil: 2%; Parental leave / maternity leave: 2%; Other(s): 1%

Training: Vocational training (journeyman / master craftsman): 32%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 22%; University entrance qualification / Abitur: 19%; Master's degree or comparable: 13%; Bachelor or comparable: 11%; Doctoral degree or comparable: 2%; No formal education: 0%; Elementary school: 0%

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Types of innovation adaptation: Early majority: 37%; Latecomers: 29%; Early adopters: 16%; Late majority: 15%; Innovators: 3%

Food attitudes: Food must be convenient and fast: 0%; I actively try to eat healthily: 0%; I follow a strict diet for health reasons: 0%; I avoid artificial flavorings and preservatives: 0%; I don't like cooking: 0%; I have one or more food intolerances: 0%; I hardly have time for a proper meal: 0%; I try to avoid plastic packaging when I buy food: 0%; I try to eat less meat: 0%; None of the above: 0%

Attitudes towards mobility: I am a car enthusiast: 100%; Owning a car is important to me: 79%; Public transport in my region is good: 33%; There are not enough parking spaces in my neighborhood: 31%; I can imagine getting into a self-driving cab: 26%; I would like to switch to more environmentally friendly means of transport: 26%; Driving is bad for the environment: 24%; I spend too much time commuting: 18%; None of the above: 0%

Attitudes to travel: I want to experience something unique when I travel: 52%; When I travel, I use my smartphone as a travel guide: 47%; I prefer individual vacations to package tours: 40%; 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: 28%; Fear of terrorist attacks and political crises influence my travel behavior: 23%; Sustainable travel is important to me: 19%; None of the above: 6%

Attitudes towards health care: I actively do something to stay healthy: 0%; I can imagine getting a prescription for cannabis for medical reasons: 0%; I could imagine online consultation hours via app or online chat: 0%; I prefer alternative healing methods to classical medicine: 0%; I undergo regular medical examinations: 0%; I would like to do more for my health: 0%; Patients have to pay too much for medication and medical treatment: 0%; The Internet often lets you find the right treatment approaches yourself: 0%; The healthcare system often lets patients down: 0%; None of the above: 0%

Attitudes towards digital media: Digital services enable me to discover new and exciting content: 0%; I prefer digital content because it's easier to manage: 0%; I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 0%; I use alternative websites or apps to consume paid content for free: 0%; I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 0%; Best picture and sound quality is important to me: 0%; It's too expensive to be able to afford all the streaming services I want: 0%; None of the above: 0%

Internet settings: The latest mobile communications standard is very important to me (5G): 0%; I protect my data: 0%; I could no longer imagine life without the Internet: 0%; I am worried that my data is being misused on the Internet: 0%; I am well protected against viruses and data misuse: 0%; It is important to me to have good mobile Internet reception anytime and anywhere: 0%; Storing confidential data online is too insecure for me: 0%; Mobile phone reception is good in the area where I live: 0%; None of the above: 0%

Attitudes towards online shopping: Customer reviews on the Internet are very helpful: 0%; I miss the shopping experience when I store online: 0%; I prefer to make larger new purchases with my smartphone or tablet: 0%; I usually manage regular / recurring orders directly via my smartphone or tablet: 0%; I want to see a product before I buy it: 0%; Sometimes I deliberately order more products than I want to keep: 0%; When I buy an item, I want to have it in my hands on the same day: 0%; When I order something, I prefer express delivery: 0%; Before making a major purchase, I research online: 0%; None of the above: 0%

Magazine / weekly newspaper consumption by brand: Bild am Sonntag: 0%; Image of the woman: 0%; Brigitte: 0%; Colorful: 0%; Cosmopolitan: 0%; The house: 0%; The Mirror: 0%; The time: 0%; Focus: 0%; Gala: 0%; kicker: 0%; Sport Bild: 0%; star: 0%; TV Digital: 0%; TV Spielfilm: 0%; Other(s): 0%; I haven't read any in the last 3 months: 0%

Social network usage by brand: Facebook: 0%; Flickr: 0%; Instagram: 0%; Yodel: 0%; LinkedIn: 0%; Pinterest: 0%; Reddit: 0%; Snapchat: 0%; TikTok: 0%; Tumblr: 0%; Twitch: 0%; Twitter: 0%; WeChat: 0%; XING: 0%; YouTube: 0%; Other(s): 0%

Use of media services: Radio users: 0%; Books (Print): 0%; eBooks: 0%; Daily newspapers (print): 0%; ePaper / online news websites: 0%; Weekly newspaper (print): 0%; Magazines (print): 0%; E-mags / magazine websites (on topics such as fashion, sport, ...): 0%; Podcasts: 0%; None of the above: 0%

Use of websites and online services by type: Blogs: 0%; Corporate websites and apps: 0%; News websites and apps: 0%; Newsletter: 0%; Online stores: 0%; Search engines: 0%; Social media websites and apps: 0%; Video websites and apps (such as YouTube): 0%; None of the above: 0%

Sources: Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents); Federal Statistical Office; Popular-First-Names.com

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