Target Audience: Millennials (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)): 25%; 5.000 up to 20.000 inhabitants (Bad Berleburg, Lichtenau, Marsberg, Brakel, Bad Wünnenberg): 19%; 100.000 up to 500.000 inhabitants (Münster, Bielefeld, Duisburg, Hamm, Paderborn): 18%; Under 5.000 Inhabitants (Hallenberg, Marienmünster, Heimbach): 14%; 1.000.000 up to 5.000.000 inhabitants (Cologne): 11%; 500.000 up to 1.000.000 inhabitants (Dortmund, Düsseldorf, Essen): 9%

Housing situation: Rental house / rental apartment: 70%; Owner-occupied house/flat: 30%

Household size: 2 Persons: 29%; 1 Person: 23%; 3 Persons: 23%; 4 Persons: 18%; 5 or more persons: 7%

Annual household income: 36.000 up to 50.400 Euro: 19%; I'd rather not say that: 16%; Less than 18.000 euros: 11%; 26.400 up to 36.000 Euro: 11%; 50.400 up to 69.600 Euro: 11%; 69.600 up to 91.200 Euro: 11%; 18.000 up to 21.600 Euro: 6%; 21.600 up to 26.400 Euro: 6%; 91.200 up to 117.600 Euro: 4%; 117.600 up to 148.800 Euro: 3%; More than 148.800 Euro: 3%

Children under 14 in the household: No children: 56%; 1 Child: 23%; 2 Children: 16%; 3 Children: 4%; 4 Children: 1%; 5 or more children: 0%

Type of employment: Full-time employee: 60%; Other(s): 21%; Part-time: 14%; Self-employed / Freelancer: 5%

Employment status: Full-time employee: 60%; Part-time: 14%; Unemployed: 7%; Self-employed / Freelancer: 5%; Parental leave / maternity leave: 5%; Student (Uni): 4%; Other(s): 2%; Pupil: 1%; Trainee / Apprenticeship: 1%; Pensioner: 1%

Training: Vocational training (journeyman / master craftsman): 28%; Hauptschulabschluss, Realschulabschluss, mittlere Reife: 22%; University entrance qualification / Abitur: 17%; Bachelor or comparable: 15%; Master's degree or comparable: 14%; Doctoral degree or comparable: 2%; No formal education: 1%; Elementary school: 1%

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Attitude towards innovation: I like to try out innovative products: 41%; I only buy new technologies if they have been tried and tested in practice: 39%; I like to keep up with the latest technology: 36%; The products I buy must meet the highest standards: 20%; Among my friends, I'm usually the first to try out new technology: 18%; Always having the latest technology is important to me: 14%; None of the above: 10%

Types of innovation adaptation: Early majority: 41%; Latecomers: 29%; Late majority: 17%; Early adopters: 12%; Innovators: 1%

Food attitudes: I actively try to eat healthily: 59%; I try to avoid plastic packaging when I buy food: 46%; I try to eat less meat: 42%; I avoid artificial flavorings and preservatives: 34%; Food must be convenient and fast: 26%; I don't like cooking: 19%; I hardly have time for a proper meal: 15%; I have one or more food intolerances: 12%; I follow a strict diet for health reasons: 11%; None of the above: 6%

Attitudes towards mobility: Owning a car is important to me: 60%; I am a car enthusiast: 38%; Public transport in my region is good: 36%; I would like to switch to more environmentally friendly means of transport: 32%; Driving is bad for the environment: 30%; There are not enough parking spaces in my neighborhood: 29%; I can imagine getting into a self-driving cab: 24%; I spend too much time commuting: 19%; None of the above: 5%

Attitudes to travel: When I travel, I use my smartphone as a travel guide: 47%; I want to experience something unique when I travel: 45%; When traveling, I always make sure to take the cheapest offer: 36%; I prefer individual vacations to package tours: 35%; When I travel, I book accommodation, rental cars etc. spontaneously using my smartphone: 25%; Fear of terrorist attacks and political crises influence my travel behavior: 19%; Sustainable travel is important to me: 18%; None of the above: 10%

Attitudes towards health care: I would like to do more for my health: 54%; I actively do something to stay healthy: 50%; I could imagine online consultation hours via app or online chat: 45%; I undergo regular medical examinations: 42%; I can imagine getting a prescription for cannabis for medical reasons: 38%; Patients have to pay too much for medication and medical treatment: 36%; The healthcare system often lets patients down: 33%; The Internet often lets you find the right treatment approaches yourself: 22%; I prefer alternative healing methods to classical medicine: 18%; None of the above: 5%

Attitudes towards digital media: Digital services enable me to discover new and exciting content: 50%; 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: 45%; 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: 30%; I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 24%; I use alternative websites or apps to consume paid content for free: 20%; None of the above: 5%

Internet settings: I could no longer imagine life without the Internet: 61%; It is important to me to have good mobile Internet reception anytime and anywhere: 56%; Mobile phone reception is good in the area where I live: 41%; I am worried that my data is being misused on the Internet: 39%; I protect my data: 37%; I am well protected against viruses and data misuse: 35%; Storing confidential data online is too insecure for me: 35%; The latest mobile communications standard is very important to me (5G): 18%; None of the above: 4%

Attitudes towards online shopping: Before making a major purchase, I research online: 58%; Customer reviews on the Internet are very helpful: 50%; I usually manage regular / recurring orders directly via my smartphone or tablet: 36%; I prefer to make larger new purchases with my smartphone or tablet: 31%; I want to see a product before I buy it: 25%; Sometimes I deliberately order more products than I want to keep: 21%; When I order something, I prefer express delivery: 21%; I miss the shopping experience when I store online: 16%; When I buy an item, I want to have it in my hands on the same day: 16%; None of the above: 6%

Magazine / weekly newspaper consumption by brand: The Mirror: 26%; Other(s): 25%; Bild am Sonntag: 22%; Focus: 21%; star: 20%; Image of the woman: 18%; The time: 16%; Cosmopolitan: 13%; Sport Bild: 13%; I haven't read any in the last 3 months: 12%; Brigitte: 11%; Colorful: 11%; kicker: 11%; TV Digital: 11%; Gala: 9%; The house: 8%; TV Spielfilm: 8%

Social network usage by brand: Facebook: 75%; YouTube: 74%; Instagram: 63%; TikTok: 30%; Pinterest: 28%; Twitter: 22%; Snapchat: 19%; LinkedIn: 17%; Twitch: 15%; XING: 11%; Reddit: 10%; Tumblr: 4%; WeChat: 4%; Flickr: 3%; Yodel: 3%; Other(s): 3%

Use of media services: ePaper / online news websites: 41%; Books (Print): 39%; Podcasts: 36%; Radio users: 31%; eBooks: 31%; Daily newspapers (print): 27%; Magazines (print): 27%; E-mags / magazine websites (on topics such as fashion, sport, ...): 27%; Weekly newspaper (print): 22%; None of the above: 14%

Use of websites and online services by type: Search engines: 99%; Online stores: 68%; Video websites and apps (such as YouTube): 54%; Social media websites and apps: 51%; News websites and apps: 41%; Corporate websites and apps: 35%; Newsletter: 31%; Blogs: 21%; 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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