机构研究报告-德国电子书商城用户分析报告：weltbild -外文培训课件

CONSUMERS&BRANDSE-Book

shops:

Weltbildcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWeltbild

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

Weltbild

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

insightsWeltbild

is

the

ninth

most

used

E-book

shop

in

Germany

with

Amazon

in

firstplaceManagement

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

Weltbild

has

declined

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingWeltbild12%11%11%11%11%10%10%10%9%9%9%9%8%8%8%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=56

-

122

Weltbild

customers,n=478

-1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Weltbild

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsWeltbild

ismore

popularamongMillennials

thanother

E-book

shops.Being

successful

ismore

important

toWeltbild

customers

than

toother

E-book

shoppers.Itstands

out

that54%

ofWeltbildcustomers

prefer

to

own

hardcopies

offilms,books

or

music.Facebook

ismore

popularamongWeltbild

customers

thantheaverage

E-book

shopper.53%

ofWeltbild

customers

arefemale.Artsandliterature

arerelativelyprevalent

interests

of

Weltbildcustomers.37%

ofWeltbild

customers

areinnovators

or

early

adopters

ofnewproducts.Weltbild

customers

remember

hearingadson

musicportalsand

streamingservices

more

often

thanotherE-bookshoppers.Compared

totheaverage

consumer,Weltbild

customers

are

more

likely

tohaveahighincome.Writing

isarelatively

popularhobbyamong

Weltbild

customers.Arelatively

highshare

ofWeltbildcustomers

thinkthatcrime

isanissuethatneeds

to

beaddressed.Weltbild

customers

are

more

likely

toliveincities

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+Weltbild

ismore

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users13%58%42%22%7%8%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202453%

of

Weltbild

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users47%46%53%54%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:47%

of

Weltbild

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany34%30%25%24%22%20%18%18%17%17%16%13%13%10%10%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=97

Weltbild

customers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

Weltbild

customers

are

more

likely

to

havea

high

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users49%29%22%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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Weltbild

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live38%33%28%28%24%24%22%18%

18%9%8%7%

7%

7%6%5%4%4%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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany31%27%26%24%24%22%22%20%20%17%15%13%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=97

Weltbild

customers,

n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202413%

of

Weltbild

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users13%80%6%7%Category

usersAllrespondents10%84%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=97

Weltbild

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•

SportsfollowedBeing

successful

is

more

important

to

Weltbild

customers

than

to

otherE-bookshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%46%42%40%37%41%34%33%37%36%36%35%35%35%30%28%

29%24%27%26%21%25%21%21%15%10%12%

12%11%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulMaking

myown

decisionsLearningnew

thingsHavingagood

timeSocial

justiceTraditionsAdvancingmy

careerBrand

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=97Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Arts

andliterature

are

relatively

prevalent

interests

of

Weltbild

customersConsumer

lifestyle:

main

interestsTop10

interestsofWeltbildcustomers

inGermany62%56%55%52%48%53%53%52%51%49%49%49%43%48%47%40%46%45%38%37%36%34%35%34%33%30%29%28%26%19%Movies,TVshows&musicArts&literatureFood

&diningTravelSportsFinance&economyHealth

&fitnessHistoryScience

&technologyHome

&gardenBrand

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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Writing

is

a

relatively

popular

hobby

among

Weltbild

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWeltbildcustomers

inGermany60%58%58%57%

57%49%49%47%47%

45%42%47%45%45%45%45%43%40%38%38%36%36%35%Pets33%33%32%29%27%19%11%OutdooractivitiesSocializingTravelingReadingDoing

sportsandfitnessTech

/computersCooking/bakingVideo

gamingWritingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

are

more

likely

to

play

soccer

than

other

E-book

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWeltbildcustomers

inGermany36%35%33%30%30%28%28%25%23%23%22%22%22%20%20%19%19%18%15%15%14%13%10%10%9%9%8%6%6%4%HikingRunning/joggingCyclingSoccerSwimming/DivingFitness,aerobics,

cardioDancingBadmintonBasketballTennisBrand

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=64

Weltbild

customers,

n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

are

more

likely

to

follow

ice

hockey

than

other

E-bookshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byWeltbildcustomers

inGermany41%27%27%26%24%24%24%23%21%19%19%18%13%12%11%11%10%10%9%9%8%8%7%7%7%7%7%6%5%4%SoccerIceHockeyBasketballBoxingTennisAmericanfootballSwimming/divingAthletics(track&

field)MotorsportsCyclingBrand

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=50

Weltbild

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•

Politics21Itstands

out

that

54%

of

Weltbild

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany65%62%58%56%57%54%54%51%46%46%46%40%39%30%26%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimage

asitiseasier

tomanageItisimportant

tomeIprefer

digitalcontentIprefer

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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202437%

of

Weltbild

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%36%32%29%26%18%19%17%15%14%9%5%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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Weltbild

customers

think

that

crime

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Weltbildcustomers50%39%43%47%45%44%44%42%41%40%39%39%38%38%34%38%

37%37%37%35%32%36%31%36%36%32%31%28%23%21%CrimeHealth

andsocial

securityImmigrationHousingEducationRising

prices

Climatechange

Environment/inflation/CivilrightsEconomicsituationcost

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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Weltbild

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%20%19%36%34%11%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=97

Weltbild

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

touchpointsFacebook

is

more

popular

among

Weltbild

customers

than

the

average

E-bookshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand80%66%69%67%65%58%66%63%59%57%47%40%45%34%28%34%25%19%33%22%33%23%21%12%16%10%17%15%15%7%FacebookYouTube

InstagramTikTokSnapchat

X(Twitter)LinkedInTwitchRedditBrand

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=64

Weltbild

customers,n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

tend

to

read

daily

newspapers

more

often

than

E-bookshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%

78%80%79%66%77%68%77%70%65%64%63%63%63%60%59%52%47%47%46%38%46%44%43%34%40%33%39%31%27%24%17%23%TVDigitalvideocontentRadioDigitalmusiccontentDailynewspapersOnlinenewswebsitesMagazinesPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

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=80

Weltbild

customers,

n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWeltbildcustomers

inGermany

have

come

across

digital

advertisinginthe

past

4weeks58%55%54%52%52%49%42%47%47%40%45%44%44%42%41%38%38%37%36%32%30%30%28%27%26%24%24%22%17%14%Social

mediaOnlinestoresVideo

portals

Search

engines

Video

streaming

Video

gamesservicesMusicportalsNewslettersWebsitesandappsof

brandsPodcastsBrand

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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Weltbild

customers

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks61%56%46%55%43%54%45%54%48%45%44%39%39%27%38%37%36%36%33%29%27%23%23%14%Directly

inthestoreOnTVBy

mailshot

/

OnadvertisingOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

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=97

Weltbild

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

Octob