机构研究报告-德国电子书商城用户分析报告：google play store -外文培训课件

CONSUMERS&BRANDSE-Book

shops:

Google

PlayStore

customers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGoogle

PlayStore

customers

in

Germany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Google

PlayStore

customers

inGermany(’’brandusers’’)

againstGerman

E-book

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

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,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

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

insightsGoogle

Play

Store

is

the

sixth

most

used

E-book

shop

in

Germany

with

Amazonin

first

placeManagement

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

Google

Play

Store

has

stayed

fairly

similar

compared

to2021

Q1Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingGoogle

Play

Store17%17%17%17%16%16%15%13%13%13%12%12%12%12%11%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=69

-

200

GooglePlayStorecustomers,n=478

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGoogle

PlayStore

ismore

popularamong

Generation

Zthanother

E-bookshops.Success

and

career

advancement

areItstands

out

that40%

ofGoogle

Playrelatively

important

to

Google

PlayStore

Store

customers

prefer

to

own

hardLinkedInismore

popularamong

GooglePlayStore

customers

thantheaverageE-book

shopper.customers.copies

of

films,booksor

music.Google

PlayStore

ismore

popularamong

male

E-book

shoppers

thanfemale

E-book

shoppers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Google

PlayStorecustomers.35%

ofGoogle

Play

Storecustomers

areinnovators

or

early

adopters

ofnewproducts.Google

PlayStore

customers

rememberhearing

adson

musicportalsandstreaming

services

more

often

thanother

E-book

shoppers.Compared

totheaverage

consumer,Google

PlayStore

customers

are

morelikely

to

haveahighincome.Tech

or

computers

arerelativelypopularhobbiesamong

Google

PlayStore

customers.Arelatively

highshare

ofGoogle

PlayStore

customers

thinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Google

PlayStore

customers

are

morelikely

to

liveincities

withover

1millioninhabitants

than

E-book

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Google

Play

Store

is

more

popular

among

GenerationZ

than

other

E-bookshopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users31%51%16%2%Category

usersAllrespondents21%21%42%29%8%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=173

GooglePlay

Storecustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Google

Play

Store

is

more

popular

among

male

E-book

shoppers

than

female

E-book

shoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users56%44%Category

usersAllrespondents46%54%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=173

GooglePlay

Store

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Google

Play

Store

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany34%30%25%24%22%19%18%17%17%17%16%16%13%10%8%3%2%2%2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(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=173

GooglePlayStorecustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

Google

Play

Store

customers

are

morelikely

to

have

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users47%46%27%30%26%Category

usersAllrespondents24%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=173

GooglePlay

Store

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Google

Play

Store

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live39%33%28%28%24%24%20%18%18%10%9%8%7%7%6%4%4%3%4%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=173

GooglePlayStorecustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany29%28%26%24%24%22%22%20%20%18%17%15%13%13%9%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=173

GooglePlay

Store

customers,

n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202414%

of

Google

Play

Store

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%83%3%Category

usersAllrespondents10%84%7%7%84%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=173

GooglePlay

Store

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•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Google

Play

StorecustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%42%42%41%40%36%35%35%36%36%35%35%34%28%28%30%29%29%28%26%21%25%24%21%12%15%14%12%11%AhappyrelationshipSafety

andsecurityTobesuccessfulHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceLearningnew

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=173GooglePlay

Store

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Gaming

and

eSports

are

relatively

prevalent

interests

of

Google

Play

StorecustomersConsumer

lifestyle:

main

interestsTop10

interestsofGoogle

Play

Store

customers

inGermany54%53%49%52%49%48%48%47%47%46%46%44%43%42%42%40%40%39%38%37%36%26%34%33%33%28%26%26%26%18%Movies,TVshows&musicScience

&technologyTravelSportsFood

&diningHealth

&fitnessFinance&economyGaming

&eSportsFashion&beautyCareer

&educationBrand

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=173

GooglePlayStorecustomers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Tech

or

computers

are

relatively

popular

hobbies

among

Google

Play

StorecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGoogle

Play

Store

customers

inGermany57%50%50%47%44%48%45%46%46%46%45%45%36%45%43%42%41%40%33%38%38%35%38%36%35%34%33%32%29%27%OutdooractivitiesTech

/computersTravelingCooking/bakingReadingVideo

gamingSocializingDoing

sportsandfitnessShoppingPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=173

GooglePlay

Store

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

are

more

likely

to

play

soccer

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGoogle

Play

Store

customersinGermany32%31%29%29%28%28%25%24%24%23%20%20%19%19%19%19%19%18%15%15%14%13%10%10%9%9%8%6%6%4%Fitness,aerobics,

cardioRunning/joggingSwimming/DivingSoccerHikingDancingCyclingBadmintonBasketballTennisBrand

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=100

GooglePlay

Storecustomers,n=1087E-book

shoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

are

more

likely

to

follow

boxing

than

otherE-bookshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGoogle

Play

Store

customers

inGermany34%27%26%25%23%23%21%19%17%17%16%16%13%12%11%11%10%10%9%9%8%8%7%7%7%7%7%6%5%4%SoccerBasketballAmericanfootballBoxingTennisCyclingAthletics(track&

field)Swimming/divingIceHockeyMotorsportsBrand

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=80

GooglePlayStorecustomers,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•

Politics21Itstands

out

that

40%

of

Google

Play

Store

customers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany64%63%57%56%55%51%50%46%46%46%40%39%40%30%26%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

togetthebestimageandsoundqualityItisimportant

tomeIprefer

toown

hardcopies

of

films,books

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=173

GooglePlayStorecustomers,n=1,087

E-book

shoppers,n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202435%

of

Google

Play

Store

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%38%37%36%29%26%18%17%14%13%13%9%6%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=173

GooglePlay

Storecustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Google

Play

Store

customers

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Google

Play

Store

customers50%45%44%43%39%36%38%

38%34%38%36%33%35%33%38%

37%37%37%36%36%32%31%31%31%30%27%26%26%17%14%ClimatechangeEducationImmigrationCrimeEconomicsituationHealth

andsocial

securityHousingUnemployment

Rising

prices/inflation/Food

andwater

securitycost

of

livingBrand

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=173

GooglePlay

Store

customers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Google

Play

Store

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%20%19%36%39%5%Category

usersAllrespondents43%22%14%41%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=173

GooglePlay

Store

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Google

Play

Store

customers

than

the

averageE-book

shopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand80%76%66%71%67%57%65%58%65%63%47%40%44%43%33%22%43%43%33%31%28%15%25%19%21%12%16%15%7%10%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=136

GooglePlay

Store

customers,

n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

tend

to

go

to

the

movies

more

often

than

E-bookshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks86%79%66%77%78%77%74%68%66%65%65%64%64%55%55%52%49%49%47%46%38%44%43%34%40%33%39%31%28%27%24%17%23%DigitalvideocontentTVDigitalmusiccontentPodcastsMovies

/cinemaRadioOnlinenewswebsitesOnlinemagazinesMagazinesDailyWeeklynewspapers

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=134

GooglePlay

Store

customers,

n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

remember

hearing

ads

on

music

portals

andstreaming

services

more

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGoogle

Play

Store

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks62%54%51%50%49%48%47%40%45%44%37%45%43%42%42%41%38%38%34%32%30%30%28%22%27%26%24%24%17%14%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streaming

MusicportalsservicesVideo

gamesWebsitesandappsof

brandsPodcastsNewslettersBrand

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=173

GooglePlay

Store

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Google

Play

Store

customers

remember

ads

they

saw

in/at

the

movies/cinemamore

often

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks50%49%49%46%46%45%44%43%40%39%

39%38%37%37%27%36%36%34%29%33%27%23%23%14%Onadvertising

AtthemoviesOnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsspaces/cinemaon

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=173

GooglePlayStorecustomers,n=1,087