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audience:

Icehockey

fansin

GermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered

’’Icehockery’’

tothe

multi-pick

question

’’Which

ofthesesportsor

activitiesdoyoudoatleast

occasionally?’’.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofice

hockey

fansinGermany:

whothey

are;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

icehockey

fansinGermany

(’’targetaudience’’)

againsttheaverage

German

consumer,labelled

as’’all

respondents’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:Ice

hockey

fans

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsIcehockey

fanstendtobeolder,

42%arepartof

Generation

X.Ahappy

relationship

isarelativelyimportant

aspect

oflifetoicehockeyfans.42%

ofice

hockey

fansstatethatit’stooexpensive

toaffordallstreamingservices

they

want.Icehockey

fansrelatively

frequentlyconsume

all

typesof

media.Icehockey

fansare

predominantlymale.Icehockey

fansremember

seeing

ads66%

ofice

hockey

fansare

alsointerested

inmovies,

TVshows

andmusic.Arelatively

highshare

oficehockey

fans

on

search

engines

more

often

than

thethink

thatclimatechangeisanissuethatneeds

to

beaddressed.average

consumer.Many

icehockey

fanshaveahighannual

household

income.Thesocial

network

YouTube

isrelativelypopularamong

icehockey

fans.Icehockey

fansaremore

likely

to

havesportsandfitnessasahobbythantheaverage

consumer.Many

icehockey

fansdescribethemselves

ashavingcentrist

politicalviews.Icehockey

fansliveinalltypesof

urbanandruralcommunities.Icehockey

fansremember

seeing

adsinprinted

dailynewspapers

more

oftenthan

theaverage

consumer.86%

ofice

hockey

fansalsofollowsoccer.Icehockey

fansare

more

positive

abouttheirpersonal

economic

situationthantheaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+Ice

hockey

fans

tend

to

be

older,

42%are

part

of

Generation

XDemographic

profile:

lifestagesAgeof

consumersinGermanyTarget

audience12%26%42%20%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Ice

hockey

fans

are

predominantly

maleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience76%24%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:35%

of

icehockeyfans

have

a

technical

/

vocational

educationDemographic

profile:

educationLevel

of

educationinGermany35%31%24%20%17%

17%13%

13%13%11%2%Bachelor

degree

Master

degree

Doctoral

degree1%1%0%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Many

ice

hockeyfans

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience42%33%26%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2137

ice

hockey

fans,

n=30751

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:Many

ice

hockeyfans

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%29%26%25%

25%25%10%8%7%5%4%3%2%Multi-generationalfamily1%SinglehouseholdCoupleSingleparenthouseholdNuclear

familyTwo

or

moreOtherhouseholdrelated

adults

household

typesTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:

n=2344

icehockey

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Ice

hockey

fans

live

in

all

types

of

urban

andrural

communitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%25%25%23%21%20%16%15%15%14%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Inwhich

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;

Multi

Pick;Base:n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

icehockeyfans

live

in

accommodation

they

ownthemselvesDemographic

profile:

livingsituationTAccommodation

typeHome

ownership57%59%62%62%44%41%38%38%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Inwhich

ofthese

sports

do

youfollow

competitions,leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

20245%

of

ice

hockey

fans

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience

5%90%5%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;In

which

ofthese

sports

do

youfollow

competitions,leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsA

happy

relationship

is

a

relatively

important

aspect

of

life

to

ice

hockeyfansConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%53%44%43%42%42%36%36%35%34%29%

29%21%20%20%18%13%11%10%9%AhappyrelationshipAnhonest

Safety

and

HavingaMakingmy

owndecisionsSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

careerandrespectablelifesecuritygood

timeTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockeyfans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202466%

of

icehockeyfans

are

also

interested

in

movies,

TV

shows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsoficehockeyfansinGermany100%66%61%61%55%54%50%50%49%49%45%45%45%41%36%34%31%31%29%25%SportsMovies,TVshows&musicTravelPolitics&societyandcurrentworldHealth

&fitnessFood

&diningHistoryFinance&

Science

&

Vehicles

&economy

technology

mobilityeventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockeyfans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

are

more

likely

to

have

sports

and

fitness

as

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

oficehockeyfansinGermany61%60%57%52%49%47%47%45%44%44%41%40%40%38%38%35%34%33%30%29%OutdooractivitiesSocializingDoingsportsTravelingCooking/bakingReadingTech

&computersShopping

GardeningandplantsPetsandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

icehockeyfans

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesoficehockeyfansinGermany36%35%28%27%26%26%20%19%18%16%15%12%12%12%11%10%9%9%6%4%HikingRunning&joggingSwimming&divingSoccerCyclingFitness,aerobics&cardioDancingYoga

&pilatesBadmintonTennisTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=1691

ice

hockey

fans,

n=18382

all

respondentsConsumer

Insights

Global

as

of

November

202486%

of

icehockeyfans

also

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byice

hockeyfans

inGermany100%86%51%44%38%35%32%32%29%28%26%9%8%7%7%Tennis7%7%7%7%Boxing6%IceHockeySoccerHandball

BasketballAthletics(track&field)American

Motorsports

CyclingfootballTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:

n=2344

ice

hockey

fans,

n=12212

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

icehockeyfans

have

a

cat

as

a

petConsumer

lifestyle:

petsPetsliving

with

icehockeyfansinGermany38%38%34%37%32%31%10%7%6%

6%Rodent5%4%3%Insect2%

3%Reptile2%CatDogFishBirdIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:

n=560

ice

hockey

fans,

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

concerns2042%

of

icehockeyfans

state

that

it’s

too

expensive

to

affordall

streamingservices

they

wantConsumer

attitudesAgreementwithstatements

inGermany53%46%42%35%30%25%24%22%20%19%Iwant

to

access

mymusic/movies

onallmy

afford

allthe

streamingdevices

(TV,smartphone,

tablet,etc.)Itistooexpensive

toItendtobookservices

onlineIusealternativewebsites

andappstowatchpaidIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemservices

thatIwantcontent

forfreeTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:

n=411

ice

hockey

fans,

n=6011

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

icehockeyfans

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

icehockeyfans63%54%54%50%46%45%45%45%43%43%40%41%40%39%37%35%35%35%34%31%Rising

pricesImmigration

Housing/inflation/cost

of

livingClimatechangeCrimeEconomicsituationHealthandsocialsecurityEducationPovertyEnviron-mentTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;In

which

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Many

ice

hockeyfans

describe

themselves

as

having

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience19%50%23%8%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;In

which

ofthese

sportsdo

you

followcompetitions,

leagues

orteams?;Multi

Pick;Base:

n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202416%

of

icehockeyfans

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany38%37%36%34%16%14%12%10%3%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

Allrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;In

which

ofthese

sportsdo

youfollow

competitions,leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

see

the

economic

situation

of

Germany

more

positively

than

theaverage

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

byice

hockeyfansTarget

audience14%36%31%16%4%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;In

which

ofthese

sportsdo

you

follow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

icehockey

fans,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

are

more

positive

about

their

personal

economic

situation

thanthe

average

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

ice

hockeyfansTarget

audience11%37%35%12%5%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Inwhich

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

feel

more

affected

by

rising

prices

and

increased

cost

of

livingthan

the

average

German

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsoficehockeyfans64%58%57%54%31%25%25%24%6%5%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

my

jobinthe

past12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Inwhichofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockeyfans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsIce

hockey

fans

relatively

frequently

consume

all

types

of

mediaMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks93%82%78%78%67%66%59%57%56%54%48%46%40%39%37%35%33%32%31%29%27%18%TVRadioDigitalvideoDigitalmusicOnline

Daily

news

Magazines

OnlinePodcastsWeeklynewsMovies

/cinemanewspapersmagazinescontentcontentwebsitespapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Inwhich

ofthese

sportsdo

youfollow

competitions,

leagues

orteams?;Multi

Pick;Base:n=2344

ice

hockey

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024The

social

network

YouTube

is

relatively

popular

among

ice

hockey

fansMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

icehockeyfans71%65%63%58%58%57%37%

37%25%22%21%21%20%17%14%13%12%11%10%6%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)AllrespondentsLinkedInTwitchXingTarget

audience30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;In

which

ofthese

sportsdo

you

follow

competitions,

leagues

orteams?;Multi

Pick;Base:n=560

ice

hockey

fans,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

remember

seeing

ads

on

search

enginesmore

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswhereicehockeyfansinGermany

remembercomingacross

digitaladvertising56%54%49%44%43%41%38%38%38%33%33%30%28%28%24%24%24%23%18%17%SearchenginesVideoportalsOnlinestoresSocialmediaVideostreamingservicesNewsletters

WebsitesandappsVideogamesEditorialwebsitesandappsMusicportalsof

brandsTarget

audienceAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:n=2344

ice

hockey

fans,

n=

35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Ice

hockey

fans

remember

seeing

ads

in

printed

daily

newspapers

more

oftenthan

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks54%52%49%48%48%40%39%39%38%37%37%34%25%25%18%15%OnTVBy

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;In

which

ofthese

sports

do

youfollow

competitions,

leagues

orteams?;Multi

Pick;

Base:n=2344

ice

hockey

fans,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Interested

in

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