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，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:

eSports

&gaming

fans

in

GermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered’’Gaming

&eSports’’

to

themulti-pick

question

’’Whattopicsareyou

personally

interested

in?

Please

thinkoftopicsthatyou

read

aboutor

watch

/listen

to.’’.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofeSports

&gamingfansinGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

eSports

&gamingfansinGermany(’’target

audience’’)

against

theaverage

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageFieldwork:Thereport

isupdatedquarterly

andisbased

on

data•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearfrom

theConsumer

InsightsGlobal

survey.2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:eSports

&

gaming

fans

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointseSports

&gaming

fanstendto

beyounger,

33%

arepartof

Generation

Z.Success

and

career

advancement

arerelatively

important

to

eSports

&gamingfans.61%

ofeSports

&gamingfansstatethatitisimportant

tothemto

get

thebestimage

and

soundquality.eSports

&gaming

fanstendto

listen

todigitalmusiccontent

more

often

thantheaverage

consumer.More

than

two-thirds

ofeSports

&gamingfansare

male.61%

ofeSports

&gamingfansare

alsointerested

inmovies,

TVshows

andmusic.Arelatively

low

shareof

eSports

&gamingfansthinkthatrisingprices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.eSports

&gaming

fansrememberseeing

adsinvideo

gamesmore

oftenthan

theaverage

consumer.Many

eSports

&gamingfanshaveahighannual

household

income.eSports

&gaming

fansaremore

likelytohavevideo

gaming

asahobbythantheaverage

consumer.Thesocial

network

Twitch

isrelativelypopularamong

eSports

&gaming

fans.eSports

&gaming

fansaremore

likelytoliveincitiesandurbanareas

than

theaverage

consumer.45%

ofeSports

&gamingfansdescribethemselves

ashavingcentrist

politicalviews.eSports

&gaming

fansrememberseeing

adsatthemovies/cinema

moreoften

than

theaverage

consumer.eSports

&gaming

fansaremore

likelytofollow

soccer

thanthe

averageconsumer.eSports

&gaming

fansaremorepositive

abouttheirpersonal

economicsituationthan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+eSports

&

gaming

fans

tend

to

be

younger,

33%

are

part

of

Generation

ZDemographic

profile:

lifestagesAgeof

consumersinGermanyTarget

audience33%45%19%3%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;What

topics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:

n=4907

eSports&gaming

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024More

than

two-thirds

of

eSports

&

gaming

fans

are

maleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience68%32%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;What

topics

are

youpersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202430%

of

eSports

&

gaming

fans

have

a

college

degreeDemographic

profile:

educationLevel

of

educationinGermany31%24%23%23%22%18%17%13%11%10%2%Bachelor

degree

Master

degree

Doctoral

degree2%1%1%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Many

eSports

&

gaming

fans

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience40%29%31%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4294

eSports&gaming

fans,

n=30751

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:A

relatively

high

share

of

eSports

&

gaming

fans

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live31%29%25%25%21%21%15%10%7%6%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;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

you

readabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

are

more

likely

to

live

in

cities

and

urban

areas

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany28%25%23%23%21%19%19%16%14%12%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Whattopics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;

Base:

n=4907

eSports&gaming

fans,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

eSports

&

gaming

fans

live

in

accommodation

theyown

themselvesDemographic

profile:

livingsituationTAccommodation

typeHome

ownership61%62%62%62%39%38%40%38%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Whattopics

areyoupersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;

Base:

n=4907

eSports&gamingfans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

20249%

of

eSports

&

gaming

fans

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience9%86%6%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;What

topics

are

you

personally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gamingfans,

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

eSports

&

gamingfansConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%49%42%42%39%38%36%36%35%31%30%29%26%25%21%20%17%11%11%10%Ahappyrelationship

good

timeHavinga

Safety

and

Anhonestsecurity

andMakingmy

ownTobesuccessfulSocialjusticeLearning

Advancing

Traditionsnew

things

my

careerrespectable

decisionslifeTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Whattopics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listento.;Multi

Pick;

Base:

n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202461%

of

eSports

&

gaming

fans

are

also

interested

in

movies,

TV

shows

andmusicConsumer

lifestyle:

main

interestsTop10

interestsofeSports

&gamingfansinGermany100%61%53%50%49%45%46%46%46%

45%Travel41%40%39%39%36%34%31%29%25%14%Gaming

&eSportsMovies,TVshows&musicSportsFood

&diningHealth

&fitnessScience

&technologyVehicles

&mobilityPolitics&

Finance&societyandcurrentworldeconomyeventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

of

topics

that

you

readabout

orwatch

/listen

to.;Multi

Pick;Base:

n=4907

eSports&

gaming

fans,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

are

more

likely

to

have

video

gaming

as

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofeSports

&gamingfansinGermany67%56%50%47%46%46%44%41%41%40%39%39%38%37%35%35%34%33%29%29%VideogamingTech

&computersSocializing

OutdooractivitiesDoingsportsCooking/bakingShoppingTravelingReadingPetsandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;What

topics

are

youpersonally

interested

in?

Please

think

of

topics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

eSports

&

gaming

fans

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofeSports

&gamingfans

inGermany27%25%22%21%20%20%19%19%18%16%15%15%12%12%10%10%9%9%6%6%Running&joggingSoccerFitness,aerobics&cardioHikingSwimming&divingCyclingBasketball

Badminton

DancingYoga

&pilatesTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Whattopics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:

n=2948

eSports&gaming

fans,

n=18382

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

are

more

likely

to

follow

soccer

than

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byeSports

&gamingfansinGermany41%26%22%16%15%15%15%12%11%11%11%9%8%7%7%7%7%7%7%6%SoccerBasketball

AmericanfootballBoxingTennis

Motorsports

HandballAthletics

IceHockey(track&field)CyclingTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=2587eSports&gaming

fans,

n=12212

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

eSports

&

gaming

fans

have

a

pet,

especially

dogs

arepopularConsumer

lifestyle:

petsPetsliving

with

eSports

&gamingfansinGermany39%38%37%34%32%31%8%7%6%6%6%5%3%Reptile3%2%

2%InsectCatDogFishRodentBirdIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;What

topics

are

youpersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=1871

eSports&gaming

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

concerns2061%

of

eSports

&

gaming

fans

state

that

it

is

important

to

them

to

get

the

bestimage

and

sound

qualityConsumer

attitudesAgreementwithstatements

inGermany61%58%55%46%41%39%37%35%28%19%Itisimportant

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

afford

allthe

streamingservices

thatIwantItistooexpensive

toIusealternativewebsites

andappstowatchpaidcontent

forfreeTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=830

eSports&gaming

fans,

n=6011

allrespondentsConsumer

Insights

Global

as

of

November

2024A

relatively

low

share

of

eSports

&

gaming

fans

think

that

rising

prices,

inflation&

cost

of

living

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

eSports

&gamingfans54%48%43%40%39%39%38%37%36%

37%36%35%35%35%35%34%34%34%34%31%Rising

pricesImmigration

Housing/inflation/cost

of

livingEducation

EconomicsituationClimatechangeHealthandsocialsecurityCrimePovertyEnviron-mentTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Whattopics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:

n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202445%

of

eSports

&

gaming

fans

describe

themselves

as

having

centrist

politicalviewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience21%45%22%12%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;What

topics

are

youpersonally

interestedin?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202424%

of

eSports

&

gaming

fans

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany42%37%36%22%21%16%13%10%3%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsTarget

audienceAllrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Whattopics

areyoupersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:

n=4907

eSports&gamingfans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

see

the

economic

situation

of

Germany

more

positivelythan

the

average

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

byeSports

&gamingfansTarget

audience23%37%26%10%4%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;What

topics

areyoupersonallyinterested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

eSports

&gamingfansTarget

audience18%36%29%12%5%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Whattopics

areyoupersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;

Base:

n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

feel

less

affected

by

rising

prices

and

increased

cost

ofliving

than

the

average

German

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofeSports

&gamingfans58%54%52%52%26%26%25%25%9%6%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

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;

Whattopics

areyoupersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

/listen

to.;Multi

Pick;Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointseSports

&

gaming

fans

tend

to

listen

to

digital

music

content

more

often

thanthe

average

consumerMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

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news

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audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

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in

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past

4weeks?’’;

Multi

Pick;

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in?

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all

respondentsConsumer

Insights

Global

as

of

November

2024The

social

network

Twitch

is

relatively

popular

among

eSports

&

gaming

fansMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

eSports

&gamingfans80%67%63%58%58%57%50%37%29%28%27%23%22%17%17%17%14%12%10%7%YouTube

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X(Twitter)AllrespondentsRedditLinkedInTarget

audience30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;What

topics

areyoupersonally

interested

in?

Pleasethinkoftopics

that

youreadabout

orwatch

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to.;Multi

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n=1871

eSports&gaming

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all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

remember

seeing

ads

in

video

games

more

often

thanthe

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswhereeSports

&gamingfansinGermany

remembercomingacross

digitaladvertising59%48%48%48%43%43%41%40%38%38%33%31%28%28%25%24%24%23%18%17%VideoportalsSocialmediaOnlinestoresSearchenginesVideostreamingservicesVideogamesWebsitesandappsof

brandsMusicportalsNewsletters

EditorialwebsitesandappsTarget

audienceAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;What

topics

are

youpersonally

interested

in?

Please

think

oftopics

that

youreadabout

orwatch

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to.;Multi

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Base:

n=4907eSports&gaming

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n=

35985

all

respondentsConsumer

Insights

Global

as

of

November

2024eSports

&

gaming

fans

remember

seeing

ads

at

the

movies/cinema

more

oftenthan

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

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past

4weeks42%42%41%39%39%37%37%36%36%34%28%27%26%25%25%15%Directly

inthestoreOnTVOnadvertisingspacesOntheradioBy

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thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;What

topics

are

youpersonally

interested

in?

Pleasethink

oftopics

that

youreadabout

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/listen

to.;Multi

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Base:n=4907

eSports&gaming

fans,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Interested

in

more

insights?ClicktoopenUnderstandwhat

driveseSports

&Buildyourown

multi-dimensional

targetgroups,like

femaleesports

&gamingfans,benchmarkthem

against

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segments,

andtailormessagesthatspeak

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language.ConsumerInsights+gaming

fansSee

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eyes

of+eSports

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