机构研究报告-德国Z世代用户分析报告-外文培训课件

温馨提示：以下内容均为外文报告原文

，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSTarget

audience:

Gen

Z

/Generation

Z

in

GermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

Gen

Z(Generation

Z),which

areconsumers

thatwere

born

between

1995

-2012.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofGen

Z/Generation

ZinGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,the

report

allows

the

readertobenchmark

Gen

Z/Generation

ZinGermany(’’target

audience’’)

against

theaverage

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:Gen

Z

/

GenerationZ

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints19%

ofall

respondents

are

partofGeneration

Z.Success

and

career

advancement

arerelatively

important

to

Gen

Z/Generation

Z.33%

ofGen

Z/Generation

Zstatethatthey

havebought

products

becausecelebrities

or

influencers

advertisedthem.Gen

Z/Generation

Ztendto

gotothemovies

more

often

thanthe

averageconsumer.51%

ofGen

Z/Generation

Zarefemale.Fashion

and

beauty

arerelativelyprevalent

interests

of

Gen

Z/Generation

Z.Gen

Z/Generation

Zremember

seeingadson

social

media

more

often

thantheaverage

consumer.Many

Gen

Z/Generation

Zhavealowannual

household

income.Arelatively

low

shareof

Gen

Z/Generation

Zthink

thatimmigration

isanissuethatneeds

tobeaddressed.24%

ofGen

Z/Generation

Zliveinasmall

town.Gen

Z/Generation

Zaremore

likely

tohavevideo

gamingasahobby

than

theaverage

consumer.Thesocial

network

Snapchatis

relativelypopularamong

Gen

Z/Generation

Z.Gen

Z/Generation

Zdescribethemselves

ashavingmore

leftleaningpolitical

views

thanthe

averageconsumer.Gen

Z/Generation

Zremember

gettingadsbymail

lessoften

than

theaverageconsumer.11%

ofGen

Z/Generation

Zfollowbasketball.Gen

Z/Generation

Zaremore

positiveabouttheirpersonal

economic

situationthan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+19%

of

all

respondents

are

part

of

Generation

ZDemographic

profile:

lifestagesAgeof

consumersinGermany0%0%Target

audience100%0%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;How

old

are

you?;Single

Pick;Base:n=6993

GenZ/GenerationZ,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202451%

of

Gen

Z

/

Generation

Z

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience49%51%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;How

oldareyou?;

Single

Pick;

Base:

n=6993

GenZ

/GenerationZ,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202436%

of

Gen

Z

/

Generation

Z

have

a

upper

secondary

education

and

are

eligiblefor

university

studyDemographic

profile:

educationLevel

of

educationinGermany36%31%27%24%17%16%13%12%11%5%2%2%2%1%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;How

old

are

you?;Single

Pick;Base:n=6993

Gen

Z

/GenerationZ,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Many

Gen

Z

/

Generation

Z

have

a

low

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience27%29%44%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;How

old

are

you?;Single

Pick;Base:n=5556

GenZ/GenerationZ,

n=30751

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

Gen

Z

/

GenerationZ

live

in

a

household

of

two

ormore

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live33%29%25%25%21%21%10%10%9%7%5%4%2%Multi-2%SinglehouseholdCouplehouseholdSingleparenthouseholdNuclear

familyTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;How

old

are

you?;Single

Pick;Base:n=6993

GenZ/GenerationZ,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202424%

of

Gen

Z

/

Generation

Z

live

in

a

small

townDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%25%24%24%23%21%16%16%14%10%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

How

old

are

you?;Single

Pick;Base:

n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

Gen

Z

/

GenerationZ

live

in

a

rented

accommodationDemographic

profile:

livingsituationTAccommodation

typeHome

ownership62%62%70%71%38%38%30%29%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

How

oldareyou?;

Single

Pick;

Base:

n=6993

GenZ/

GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202413%

of

Gen

Z

/

Generation

Z

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience13%80%7%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;How

oldareyou?;

Single

Pick;

Base:

n=6993

GenZ/

GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsSuccess

and

career

advancement

are

relatively

important

to

Gen

Z

/

GenerationZConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%42%42%40%37%36%36%36%32%29%27%23%22%21%20%20%11%10%10%Ahappyrelationship

good

timeHavinga

Safety

andsecurityTobesuccessfulAnhonestandMakingmy

ownSocialjusticeLearning

Advancing

Traditionsnew

things

my

careerrespectable

decisionslifeTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Howold

are

you?;Single

Pick;Base:

n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Fashion

and

beauty

are

relativelyprevalent

interests

of

Gen

Z

/

Generation

ZConsumer

lifestyle:

main

interestsTop10

interestsofGenZ/Generation

ZinGermany50%45%45%45%41%41%41%39%37%34%34%33%31%29%28%27%27%25%24%24%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessSportsFashionCareer

&Family

&HistoryFinance&economy&beauty

education

parentingTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;How

old

are

you?;Single

Pick;Base:n=6993

GenZ/Generation

Z,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

are

more

likely

to

have

video

gaming

as

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGenZ/Generation

ZinGermany48%47%44%41%40%40%40%40%38%35%34%33%34%33%32%33%29%29%27%27%Socializing

Cooking/bakingVideogamingDoingsportsOutdooractivitiesTravelingReadingShoppingPetsTech

&computersandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;How

oldareyou?;

Single

Pick;

Base:

n=6993

GenZ

/GenerationZ,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

Gen

Z

/

GenerationZ

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGenZ/Generation

ZinGermany20%20%19%

19%18%17%16%15%13%13%12%11%10%9%10%8%

9%7%6%6%Fitness,aerobics&cardioRunning&joggingSoccerHikingSwimming&divingDancingCyclingBasketballYoga

&pilatesBadmintonTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;How

old

are

you?;Single

Pick;Base:

n=3591

GenZ/GenerationZ,

n=18382

all

respondentsConsumer

Insights

Global

as

of

November

202411%

of

Gen

Z

/

Generation

Z

follow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

byGenZ/Generation

ZinGermany26%

26%11%9%9%8%7%7%7%7%

7%7%7%6%6%5%4%4%4%

4%SoccerBasketballBoxingAmericanfootballTennis

Motorsports

HandballAthletics

IceHockey

Swimming(track&field)&divingTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;How

old

are

you?;Single

Pick;Base:

n=2600

GenZ

/GenerationZ,

n=12212

all

respondentsConsumer

Insights

Global

as

of

November

202436%

of

Gen

Z

/

Generation

Z

have

a

cat

as

a

petConsumer

lifestyle:

petsPetsliving

with

GenZ/Generation

ZinGermany38%36%36%34%31%

31%7%6%6%6%4%

5%Bird3%Reptile3%2%

2%InsectCatDogRodentFishIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;How

oldareyou?;

Single

Pick;Base:n=1880

GenZ

/GenerationZ,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

03Consumer

attitudes•

Consumer

attitudes•

Challenges

facing

thecountry•

Politics•

Innovation

adoptionView

on

economic

situationof

Germany••

View

on

personal

economic

situation•

Economic

concerns2033%

of

Gen

Z

/

Generation

Z

state

that

they

have

bought

products

becausecelebrities

or

influencers

advertised

themConsumer

attitudesAgreementwithstatements

inGermany58%51%35%33%27%20%17%15%16%12%Owning

acarisimportant

to

meIhaveboughtproducts

Iavoid

artificialflavorsIdon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)Ihaveoneor

morefood

intolerancesbecause

celebrities

orinfluencers

advertisedthemandpreservativesTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;How

old

are

you?;Single

Pick;Base:n=1171

GenZ

/GenerationZ,

n=5999

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

low

share

of

Gen

Z

/

Generation

Z

think

that

immigration

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

GenZ/Generation

Z54%43%40%39%39%35%35%35%34%33%32%31%31%30%28%28%27%27%27%26%Rising

prices

Education/inflation/cost

of

livingClimatechangeHousingEnviron-mentHealthandsocialsecurityUnemploy-mentPoverty

ImmigrationCrimeTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;How

old

are

you?;Single

Pick;Base:n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

describe

themselves

as

having

moreleft

leaning

politicalviews

than

the

average

consumerConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience26%36%17%22%Allrespondents20%43%19%18%LeftCenterRightPrefer

nottoanswer23

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;How

old

are

you?;Single

Pick;Base:n=6993GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202446%

of

Gen

Z

/

Generation

Z

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%37%36%27%17%16%10%10%1%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

Allrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;How

old

are

you?;Single

Pick;Base:

n=6993

GenZ/

GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

see

the

economic

situation

of

Germany

more

positivelythan

the

average

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

byGenZ/Generation

ZTarget

audience20%39%28%10%3%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;How

old

are

you?;Single

Pick;

Base:n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

are

more

positive

about

their

personal

economic

situationthan

the

average

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

GenZ/Generation

ZTarget

audience14%35%35%13%4%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

How

old

are

you?;Single

Pick;Base:

n=6993

GenZ

/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

feel

less

affected

by

rising

prices

and

increased

cost

ofliving

than

the

average

German

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofGenZ/Generation

Z58%54%52%43%25%25%25%20%9%6%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

my

jobinthe

past12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

How

oldareyou?;Single

Pick;Base:

n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGen

Z

/

GenerationZ

tend

to

go

to

the

movies

more

often

than

the

averageconsumerMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks78%73%67%66%66%60%50%48%45%42%40%37%35%31%29%28%28%27%26%24%18%11%DigitalvideoTVDigitalmusicRadioMovies

/

PodcastscinemaOnline

Magazines

Daily

news

OnlineWeeklynewsnewspapers

magazinescontentcontentwebsitespapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

How

old

are

you?;Single

Pick;Base:

n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024The

social

network

Snapchat

is

relatively

popular

amongGen

Z

/

Generation

ZMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

GenZ/Generation

Z78%71%63%59%58%57%46%40%37%28%22%21%17%17%14%14%13%10%7%4%BeReal.Instagram

YouTubeTikTokSnapchat

FacebookTarget

audienceTwitchX(Twitter)RedditAllrespondents30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;How

old

are

you?;Single

Pick;Base:n=1880

GenZ/Generation

Z,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

remember

seeing

ads

on

social

media

more

often

thanthe

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswhereGenZ/Generation

ZinGermany

remembercomingacross

digital

advertising49%47%43%41%40%38%38%37%30%28%28%26%25%24%24%23%20%18%17%14%VideoportalsSocialmediaOnlinestoresSearchenginesVideostreamingservicesVideogamesWebsitesandappsof

brandsMusicportalsOtherapps

NewslettersTarget

audienceAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;How

oldareyou?;

Single

Pick;

Base:

n=6993

GenZ/GenerationZ,

n=

35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Gen

Z

/

GenerationZ

remember

getting

ads

by

mail

less

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks39%39%37%37%34%34%32%28%25%25%25%23%22%19%18%15%Directly

inthestoreOnadvertisingspacesOnTVOntheradioBy

mailshot

/

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/cinemaon

thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;How

old

are

you?;Single

Pick;

Base:n=6993

GenZ/GenerationZ,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Interested

in

more

insights?ClicktoopenUnderstandwhat

drivesGen

Z

/Buildyourown

multi-dimensional

targetgroups,like

maleGenZ

livinginbig

cities,

benchmarkthem

against

other

segments,

andtailormessagesthatspeak

their

language.ConsumerInsights+Generation

ZSee

the

worldofeCommerce,

(digital)

media,mobility,

groceries,

andfinance

through

the

eyes+of

GenZ

/Generation

Zandlearn

abouttheirpreferences.Experience

the

power

ofConsumer

Insights.Getaccessto2M+exclusive

consumer

interviews

worldwide.Analyzethe

resultsin

aDIYresearchtoolandunderstand

targetgroups,

brands,industries,

consumertrends,

andpublicopinion

around

the

world.CompareGerman

GenZ/Generation

Zin

differentregions,

like

Baden-Württemberg

and