机构研究报告-德国电子书商城用户分析报告：legimi -外文培训课件

CONSUMERS&BRANDSE-Book

shops:

Legimicustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLegimi

customers

inGermany:

whotheyare;

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

Legimi

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

insightsLegimiranks

outside

the

top

10

of

most

used

E-book

shops

in

GermanyManagement

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

Legimihas

stayed

fairly

similar

compared

to

2022

Q1Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingLegimi6%6%6%6%5%5%5%4%4%4%3%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=30

-

69

Legimicustomers,n=815

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:Legimi

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLegimi

ismore

popularamongMillennials

thanother

E-book

shops.Success

and

career

advancement

arerelatively

important

to

Legimicustomers.Itstands

out

that65%

ofLegimicustomers

prefer

to

own

hardcopies

offilms,books

or

music.Reddit

ismore

popularamong

Legimicustomers

thantheaverage

E-bookshopper.55%

ofLegimi

customers

are

female.Religion

and

spiritualityare

relatively47%

ofLegimi

customers

are

innovators

Legimi

customers

remember

seeing

adsLegimi

hasalarger

shareof

customerswith

ahigh

income

than

other

E-bookshops.prevalent

interests

of

Legimi

customers.

or

early

adopters

ofnew

products.invideo

gamesmore

often

thanotherE-book

shoppers.Carsor

vehicles

are

relatively

popularhobbiesamong

Legimi

customers.Arelatively

highshare

ofLegimicustomers

thinkthatcivilrightsareissues

thatneed

tobeaddressed.Legimi

customers

aremore

likely

to

liveincitieswith

over

1million

inhabitantsthan

E-book

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Legimi

is

more

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermany0%Brand

users25%69%6%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=51

Legimicustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202455%

of

Legimi

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users45%46%55%54%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51

Legimicustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:A

relatively

high

share

of

Legimi

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany51%30%25%24%22%18%18%17%17%16%13%10%10%10%4%4%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=51

Legimicustomers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

has

a

larger

share

of

customers

with

a

high

income

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users68%14%18%Category

usersAllrespondents46%30%24%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=51

Legimi

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Legimi

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live55%33%28%

28%24%24%18%14%12%10%9%8%7%

7%6%4%4%

4%Other2%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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=51

Legimicustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany47%27%26%24%24%22%22%20%20%17%14%13%13%8%4%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=51

Legimi

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202414%

of

Legimi

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%86%0%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=51

Legimi

customers,n=1,087

E-book

shoppers,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

Legimi

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%40%

42%37%41%37%37%35%31%36%36%35%34%29%29%29%27%27%28%26%21%25%25%21%18%15%12%

12%11%TobesuccessfulAhappyrelationshipSafety

andsecurityHavingagood

timeAdvancingmy

careerLearningnew

thingsAnhonest

andrespectable

lifeTraditionsMaking

myown

decisionsSocial

justiceBrand

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=51Legimicustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Religion

and

spirituality

are

relatively

prevalent

interests

of

Legimi

customersConsumer

lifestyle:

main

interestsTop10

interestsofLegimicustomers

inGermany59%55%55%53%53%51%51%49%49%43%49%49%47%40%47%45%36%36%34%34%30%26%26%27%26%24%19%19%18%13%Movies,TVshows&musicArts&literatureGaming

&eSportsTravelHealth

&fitnessReligion

&spiritualityFinance&economyHome

&gardenFamily

&parentingCareer

&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=51

Legimicustomers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Legimi

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLegimicustomers

inGermany63%51%51%49%47%47%47%45%41%45%45%36%45%42%41%40%33%38%36%35%Pets33%32%29%27%22%20%19%18%13%11%Video

gamingCars/vehiclesOutdooractivitiesTravelingMaking

musicTech

/computersWritingDoing

sportsandfitnessCooking/bakingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=51

Legimicustomers,

n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

are

more

likely

to

play

badminton

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLegimicustomers

inGermany35%35%35%33%33%31%28%27%25%25%25%23%22%20%19%19%20%18%15%15%14%13%10%10%9%9%8%6%6%4%BadmintonCyclingDancingFitness,aerobics,

cardioRunning/joggingSwimming/DivingSoccerBasketballTennisHikingBrand

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=29

Legimicustomers,n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

are

more

likely

to

follow

American

football

than

other

E-bookshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLegimi

customers

inGermany37%33%29%29%29%27%26%27%27%24%22%20%13%12%11%11%10%10%9%9%8%8%7%7%7%7%7%6%5%4%AmericanfootballIceHockeyAthletics(track&field)SoccerSwimming/divingBoxingTennisBasketballMotorsportsCyclingBrand

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=23

Legimicustomers,n=1087

E-bookshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

65%

of

Legimi

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany69%65%65%57%57%

56%51%

51%46%46%46%40%39%30%26%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeIprefer

toown

hardcopies

of

films,Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanagedevices

(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=51

Legimicustomers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202447%

of

Legimi

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany45%40%37%36%27%26%20%18%17%14%9%6%2%Innovators2%1%Early

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=51

Legimi

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Legimi

customers

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Legimicustomers50%45%37%35%39%38%36%33%37%37%38%

37%36%31%31%31%33%33%33%33%31%29%23%21%21%20%19%

19%17%14%CivilrightsClimatechangeHousingCrimeDefense

&foreign

affairs

water

securityFood

andTerrorismHealth

andsocial

securityPovertyRising

prices/inflation/cost

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=51

Legimi

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Legimi

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users16%24%57%4%Category

usersAllrespondents20%43%22%14%19%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=51

Legimicustomers,

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

touchpointsReddit

is

more

popular

among

Legimi

customers

than

the

average

E-bookshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand72%69%67%57%65%59%66%63%59%58%55%48%47%40%41%28%15%38%38%34%33%22%25%19%21%12%15%7%4%2%InstagramTikTokFacebookRedditYouTubeX(Twitter)LinkedInSnapchatJodelBrand

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=29

Legimi

customers,n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

tend

to

go

to

the

movies

more

often

than

E-book

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks90%84%

78%82%79%66%77%75%75%68%64%71%71%69%65%63%57%52%47%47%46%38%44%43%34%40%39%33%31%27%24%17%23%DigitalvideocontentTVMovies

/cinemaRadioDailynewspapersPodcastsMagazinesDigitalmusic

Onlinenewscontent

websitesOnlinemagazinesWeeklynewspapersBrand

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=43

Legimi

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

remember

seeing

ads

in

video

gamesmore

often

than

otherE-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLegimicustomers

inGermany

havecome

across

digital

advertisinginthepast4weeks65%61%55%53%51%49%42%49%49%47%40%47%47%45%38%45%44%37%42%32%30%27%26%25%24%18%17%17%14%10%Video

streaming

Video

gamesservicesVideo

portalsPodcastsSocial

mediaMusicportals

SearchenginesEditorialwebsitesandappsOnlinestoresBlogs/forumsBrand

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=51

Legimicustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Legimi

customers

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks69%69%69%63%57%51%49%46%45%44%43%41%39%38%37%36%36%33%29%27%27%23%23%14%Directly

inthestoreAtthemovies/cinemaOnTVOntheradioInprintedmagazinesandjournalsOnadvertisingspacesInprinteddailynewspapersBy

mailshot

/advertisingmailon

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=51

Legimicustomers,n=1,087E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

I