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shops:

Amazoncustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAmazon

customers

in

Germany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Amazon

customers

inGermany

(’’brandusers’’)

againstGerman

E-book

shoppers

in

general(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

71%,

Amazon

is

by

far

the

most

used

E-book

shop

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsinGermanyAmazonThalia71%25%AppleBooksebook.de21%17%17%16%bücher.deGoogle

PlayStoreHugendubelBeam11%9%9%Weltbildgenialokal7%4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=1,087

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Amazon

has

grown

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingAmazon72%71%70%70%70%70%70%69%69%69%68%68%68%67%67%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=322

-808

Amazon

customers,n=478

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Amazon

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAmazon

hasahighshareof

customersthatare

Millennialscompared

tothetotalonline

population.Similaraspects

oflifeareimportant

toAmazon

customers

andotherE-bookshoppers.61%

ofAmazon

customers

statethatdigitalservices

allow

themtodiscovernew

and

exciting

content.X(Twitter)

ismore

popularamongAmazon

customers

thantheaverage

E-book

shopper.54%

ofAmazon

customers

arefemale.Amazon

customers

are

more

likely

tobe

41%

ofAmazon

customers

areintheAmazon

customers

remember

seeingadson

videostreaming

services

moreoften

than

theaverage

consumer.interested

incareer

and

education

thantheaverage

consumer.early

majority

ofinnovation

adoptertypes.JustlikeE-book

shoppers

ingeneral,Amazon

customers

are

relatively

likelytohaveahighincome.Traveling

isarelatively

popularhobbyamong

Amazon

customers.46%

ofAmazon

customers

think

thatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Amazon

customers

andE-bookshoppers

ingeneral

are

relatively

likelytoliveincitieswith

over

1millioninhabitants.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Amazon

has

a

high

share

of

customers

that

are

Millennials

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users19%45%42%28%29%8%8%Category

usersAllrespondents21%21%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=773

Amazon

customers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202454%

of

Amazon

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users46%46%54%54%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:45%

of

Amazon

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%27%25%24%22%21%18%17%17%17%16%16%

16%13%10%2%

2%

2%Bachelor

degree

Master

degree

Doctoral

degree1%

1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=773

Amazon

customers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Just

like

E-book

shoppers

in

general,

Amazon

customers

are

relatively

likely

tohave

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users48%46%30%23%24%Category

usersAllrespondents30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

thepast

12

months?";

Multi

Pick;Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Similar

to

other

E-book

shoppers,

Amazon

customers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live34%33%28%

28%

28%24%24%18%17%9%8%8%7%8%7%4%3%

4%Other2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

and

E-book

shoppers

in

general

are

relatively

likely

to

live

incities

with

over

1

million

inhabitantsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%26%24%24%22%22%22%20%20%19%19%17%13%13%13%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

20249%

of

Amazon

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%10%7%85%84%6%7%Category

usersAllrespondents84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=773

Amazon

customers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSimilar

aspects

of

life

are

important

to

Amazon

customers

and

other

E-bookshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany51%53%51%40%42%41%39%35%35%34%34%36%36%35%35%28%29%27%26%

25%21%26%25%21%12%15%

15%11%12%12%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsSocial

justice

TobesuccessfulLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=773Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

are

more

likely

to

be

interested

in

careerand

educationthan

the

average

consumerConsumer

lifestyle:

main

interestsTop10

interestsofAmazon

customers

inGermany57%55%53%49%52%48%52%51%49%43%47%40%41%41%39%38%36%38%28%37%33%38%37%37%36%26%34%34%33%26%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessScience

&technologySportsCareer

&educationPolitics&societyandcurrentworld

eventsHome

&gardenFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

popular

hobby

among

Amazon

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAmazon

customers

inGermany60%57%50%

47%45%49%48%47%

45%42%45%36%45%38%43%40%33%35%38%35%38%37%37%36%29%34%34%33%32%27%ReadingSocializingTravelingOutdooractivitiesCooking/bakingDoing

sportsandfitnessVideo

gamingPetsShoppingTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Amazon

customers

go

running

or

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAmazon

customers

inGermany31%28%27%25%24%23%20%21%20%15%20%19%19%13%18%17%16%16%15%10%14%14%11%10%10%9%9%8%6%6%Running/joggingFitness,aerobics,

cardioHikingSwimming/DivingCyclingSoccerDancingYoga

/pilatesBasketballBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=444

Amazon

customers,

n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

are

more

likely

to

follow

tennis

than

the

average

consumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byAmazon

customers

inGermany31%27%26%16%14%13%13%12%12%12%11%11%11%11%10%10%10%10%9%9%8%8%7%7%7%7%7%6%5%4%SoccerBasketballTennisAmericanfootballAthletics(track&field)BoxingIceHockeySwimming/divingMotorsportsCyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=317

Amazon

customers,n=1087

E-book

shoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2161%

of

Amazon

customers

state

that

digital

services

allow

them

to

discover

newandexciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany61%60%56%57%55%51%49%46%46%46%39%40%30%29%26%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

asitiseasier

tomanage

togetthebestimageIprefer

digitalcontentItisimportant

tomeIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202441%

of

Amazon

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%40%37%36%26%24%20%18%17%14%12%9%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202446%

of

Amazon

customers

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Amazon

customers50%46%45%39%40%44%37%38%36%36%35%36%

36%39%39%39%38%38%34%38%37%37%31%32%36%31%33%31%32%28%Rising

prices/inflation/cost

of

livingImmigrationHousingEducationHealth

andsocial

securityClimatechangeCrimeEconomicsituationPovertyEnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Amazon

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%20%19%45%43%22%22%14%14%Category

usersAllrespondents41%20%19%LeftCenterRightPrefer

nottoanswer25

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;"Which

ofthese

providers

have

youboughteBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Amazon

customers

than

the

average

E-bookshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand70%66%69%69%67%57%65%58%63%49%47%40%34%33%22%31%28%15%26%25%19%24%21%12%19%16%10%17%15%7%Instagram

YouTubeFacebookTikTokX(Twitter)

SnapchatLinkedInTwitchRedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;Base:

n=574

Amazon

customers,n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

tend

to

listen

to

digital

music

content

more

often

than

E-book

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%80%78%79%66%77%71%

68%64%70%65%56%52%50%47%47%46%38%44%44%43%34%43%40%

40%33%39%31%27%25%24%17%23%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsOnlinenewswebsitesMovies

/cinemaMagazinesOnlinemagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfrom

in

the

past

12

months?";

Multi

Pick;Base:n=618

Amazon

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

remember

seeing

ads

on

video

streaming

services

moreoften

than

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAmazon

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks53%49%42%49%48%47%47%40%46%45%38%44%37%42%35%32%24%32%30%24%30%29%28%28%

28%22%27%17%26%14%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsMusicportalsPodcastsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazon

customers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks47%47%46%45%45%44%44%43%43%39%38%37%36%36%33%31%29%29%28%27%27%23%23%14%OnTVOnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;Base:n=773

Amazon

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global