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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&BRANDSE-Book

shops:

genialokalcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofgenialokal

customers

inGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

genialokal

customers

inGermany

(’’brandusers’’)

againstGerman

E-book

shoppers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,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

insightsgenialokal

is

the

tenth

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

genialokal

has

grown

compared

to

2021

Q4Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusinggenialokal9%8%8%8%8%7%7%6%5%4%4%4%2021

Q42022

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=32

-

102

genialokal

customers,n=746

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:genialokal

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsgenialokal

ismore

popularamongMillennials

thanother

E-book

shops.Success

and

career

advancement

arerelatively

important

to

genialokalcustomers.Itstands

out

that63%

ofgenialokalcustomers

prefer

to

own

hardcopies

offilms,books

or

music.Clubhouseismore

popularamonggenialokal

customers

thantheaverageE-book

shopper.59%

ofgenialokal

customers

are

female.Religion

and

spiritualityare

relativelyprevalent

interests

of

genialokalcustomers.49%

ofgenialokal

customers

areinnovators

or

early

adopters

ofnewproducts.genialokal

customers

remember

seeingadson

editorial

websites

and

appsmore

often

than

other

E-book

shoppers.genialokal

hasalarger

shareofcustomers

with

ahigh

income

thanother

E-book

shops.Writing

isarelatively

popularhobbyamong

genialokal

customers.Arelatively

highshare

ofgenialokalcustomers

thinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.genialokal

customers

aremore

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+genialokal

ismore

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users19%74%7%

0%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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202459%

of

genialokal

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users41%59%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

genialokal

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany47%30%25%24%22%18%17%17%16%16%15%14%13%10%5%3%2%

2%1%

1%0%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=73

genialokal

customers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

has

a

larger

share

of

customers

with

a

high

income

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users73%11%16%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=73

genialokal

customers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

genialokal

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live60%33%28%

28%24%24%18%10%10%9%8%7%7%7%7%5%4%4%2%2%1%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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany47%30%26%24%24%22%22%20%20%17%13%13%10%8%5%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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202416%

of

genialokal

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users16%82%1%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=73

genialokal

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

genialokalcustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%42%41%40%34%34%36%36%35%35%30%34%34%33%32%30%29%28%23%26%26%25%23%21%21%15%12%

12%11%TobesuccessfulSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAhappyrelationshipHavingagood

timeAnhonest

andrespectable

lifeAdvancingmy

careerTraditionsSocial

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=73genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Religion

and

spirituality

are

relatively

prevalent

interests

of

genialokal

customersConsumer

lifestyle:

main

interestsTop10

interestsofgenialokal

customers

inGermany53%51%51%49%49%49%47%47%47%45%44%44%44%43%42%40%38%37%36%34%33%33%30%28%26%26%26%19%19%13%Arts&literatureCareer

&educationReligion

&spiritualitySportsTravelMovies,TVshows&musicFinance&economyHealth

&fitnessScience

&technologyFashion&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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Writing

is

a

relatively

popular

hobby

among

genialokal

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofgenialokalcustomers

inGermany60%51%48%48%47%47%45%45%45%45%44%42%41%41%40%38%36%36%35%Pets33%33%32%29%27%22%19%20%18%13%11%OutdooractivitiesDoing

sportsandfitnessCars/vehiclesVideo

gamingWritingTravelingTech

/Making

musicSocializingcomputersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

are

more

likely

to

play

badminton

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofgenialokalcustomers

inGermany40%38%37%34%32%32%28%27%26%26%25%25%23%20%20%19%19%18%15%15%14%13%10%10%9%9%8%6%6%4%CyclingBadmintonSoccerRunning/joggingBasketballFitness,aerobics,

cardioDancingSwimming/DivingTennisHikingBrand

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=49

genialokal

customers,n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

are

more

likely

to

follow

American

football

than

other

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

bygenialokalcustomersinGermany34%29%29%

27%26%25%23%22%22%22%21%19%13%12%11%11%10%10%9%9%9%8%8%7%7%7%7%7%6%4%AmericanfootballBoxingSoccerBasketballHandballAthletics(track&

field)IceHockeyTennisSwimming/divingMotorsportsBrand

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=34

genialokal

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

63%

of

genialokal

customers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany71%66%64%63%57%56%53%51%46%46%46%40%39%30%26%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,Iprefer

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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202449%

of

genialokal

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany42%40%37%36%29%26%18%17%15%14%9%7%7%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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

genialokal

customers

think

that

food

&

water

security

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

genialokalcustomers44%40%39%36%34%38%34%38%

37%37%37%36%31%36%36%33%33%33%31%32%31%30%30%28%26%26%23%21%17%14%EducationClimatechangeFood

andPovertyCrimeHealth

andImmigrationEnvironmentCivilrightsUnemploymentwater

securitysocial

securityBrand

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=73

genialokal

customers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

genialokal

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users10%22%62%7%Category

usersAllrespondents20%19%43%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=73

genialokal

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

touchpointsClubhouse

is

more

popular

among

genialokal

customers

than

the

average

E-book

shopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand73%68%66%61%67%57%65%58%63%61%52%47%40%45%33%22%43%36%36%36%28%25%19%21%12%15%6%3%2%2%Instagram

FacebookTikTokYouTubeLinkedInSnapchat

ClubhouseFlickrX(Twitter)Brand

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=44

genialokal

customers,

n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

tend

to

go

to

the

movies

more

often

than

E-bookshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks86%85%78%77%79%66%79%70%68%68%

68%66%65%64%62%59%52%52%52%47%46%38%44%43%34%40%33%39%31%27%24%17%23%DigitalvideocontentTVMovies

/cinemaMagazinesDigitalmusiccontentRadioPodcastsDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=62

genialokal

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswheregenialokalcustomers

inGermany

havecome

across

digitaladvertisinginthepast4weeks60%59%55%51%51%49%49%49%47%40%47%47%45%

45%38%42%42%32%30%30%28%27%26%25%24%24%22%17%17%14%Video

streaming

Video

portalsservicesVideo

gamesEditorialwebsitesandappsMusicportals

Search

enginesWebsitesandappsof

brandsNewslettersPodcastsSocial

mediaBrand

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=73

genialokal

customers,n=1,087E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024genialokal

customers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks67%64%59%59%59%55%45%53%39%46%45%44%43%38%37%36%36%33%29%27%27%23%23%14%OnTVAtthemovies

By

mailshot

/Directly

inthestoreInprintedmagazinesandjournalsOnadvertisingspacesOntheradioInprinteddailynewspapers/cinemaadvertisingmailon

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=73

genialokal

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

a