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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&BRANDSTarget

audience:

Pet

lovers

inGermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered

’’Pets’’tothe

multi-pick

question

’’What

are

yourpersonalhobbiesandactivities?’’.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofpet

lovers

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Additionally,thereport

allows

thereader

to

benchmark

petlovers

inGermany

(’’target

audience’’)

againstthe

averageGerman

consumer,

labelled

as

’’all

respondents’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:Petlovers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPet

lovers

tend

to

beolder,

39%

arepart

Being

successful

hasless

importance

to58%

ofpet

lovers

statethatthey

liketobeinnaturewhen

traveling.Pet

lovers

tend

to

listen

to

theradiomore

often

thantheaverage

consumer.of

Generation

X.petlovers

than

tothe

averageconsumer.64%

ofpet

lovers

arefemale.Arelatively

highshare

ofpet

loversthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.Pet

lovers

remember

seeing

adsonsocial

media

more

often

than

theaverage

consumer.Home

and

garden

are

relativelyprevalent

interests

of

petlovers.There

are

petlovers

throughoutallincome

brackets.55%

ofpet

lovers

alsohavecooking

andbakingasahobby.Thesocial

network

Facebook

isrelatively

popularamong

pet

lovers.Pet

lovers

are

more

likely

toliveinsmalltowns

and

rural

communities

thantheaverage

consumer.Pet

lovers

reflect

thegeneral

politicallandscape.Pet

lovers

follow

similar

sportsleaguesandcompetitions

as

the

averageconsumer.Pet

lovers

remember

gettingadsbymailPet

lovers

are

more

negativeabouttheir

more

often

than

theaverage

consumer.personal

economic

situationthan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+Petlovers

tend

to

be

older,

39%

are

part

of

Generation

XDemographic

profile:

lifestagesAgeof

consumersinGermanyTarget

audience16%31%39%14%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;What

are

yourpersonalhobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202464%

of

petlovers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience36%64%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;What

are

your

personalhobbies

and

activities?;

Multi

Pick;Base:

n=11906

pet

lovers,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202436%

of

petlovers

have

a

technical

/

vocational

educationDemographic

profile:

educationLevel

of

educationinGermany36%31%26%24%17%16%13%11%11%9%2%Bachelor

degree

Master

degree

Doctoral

degree1%1%1%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;Base:

n=11906

pet

lovers,n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024There

are

petlovers

throughout

all

income

bracketsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience33%33%35%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;

Base:n=10378

pet

lovers,

n=30751

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:Many

pet

lovers

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live33%29%26%25%25%21%10%8%8%7%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdNuclear

familyMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,n=35985

allrespondentsSources:Consumer

Insights

Global

as

of

November

2024Petlovers

are

more

likely

to

live

in

small

towns

and

rural

communities

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%23%23%23%23%21%20%16%14%12%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

petloverslive

in

a

house

rather

than

an

apartmentDemographic

profile:

livingsituationTAccommodation

typeHome

ownership57%60%62%62%43%40%38%38%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

20248%

of

petlovers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience8%84%8%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;What

areyourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsBeing

successful

has

less

importance

to

pet

lovers

than

to

the

averageconsumerConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany57%53%44%42%42%42%39%36%36%35%31%29%21%20%19%16%11%10%10%7%AhappyrelationshipAnhonest

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

careerandrespectablelifesecurityTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Home

and

garden

are

relatively

prevalent

interests

of

pet

loversConsumer

lifestyle:

main

interestsTop10

interestsofpetloversinGermany59%55%50%50%49%49%45%45%41%40%36%36%35%34%34%33%32%31%31%27%Movies,TVshows&musicFood

&diningHome

&gardenTravelHealth

&fitnessPolitics&societyandcurrentworldHistoryFashion&beauty

technologyScience

&SportseventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202455%

of

petloversalso

have

cooking

and

baking

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofpetloversinGermany100%55%55%49%47%48%44%43%42%41%40%40%38%36%35%33%34%34%30%24%PetsCooking/bakingSocializing

OutdooractivitiesReadingShopping

Gardening

TravelingandplantsDoingsportsDIYandarts&craftsandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;What

are

your

personalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

petlovers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofpetloversinGermany27%23%21%20%21%19%18%17%16%15%13%12%10%9%10%9%8%6%6%5%HikingRunning&joggingFitness,aerobics&cardioSwimming&divingCyclingDancingYoga

&pilatesSoccerBadminton

BasketballTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;

Base:

n=6658

pet

lovers,

n=18382

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

follow

similar

sports

leagues

and

competitions

as

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

bypetloversinGermany26%25%9%9%

9%8%8%8%8%8%7%7%8%7%7%

7%7%7%6%6%SoccerHandball

BasketballAthletics(track&field)Tennis

Motorsports

BoxingIceHockey

AmericanfootballCyclingTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;Base:

n=3854

pet

lovers,n=12212

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

petlovers

have

a

pet,

especially

dogs

are

popularConsumer

lifestyle:

petsPetsliving

with

petloversinGermany55%54%38%34%31%10%9%7%7%6%5%4%Reptile3%2%Insect2%2%DogCatFishRodentBirdIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;What

are

your

personalhobbies

and

activities?;

Multi

Pick;Base:

n=3055

pet

lovers,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

03Consumer

attitudes•

Consumer

attitudes•

Challenges

facing

thecountry•

Politics•

Innovation

adoptionView

on

economic

situationof

Germany••

View

on

personal

economic

situation•

Economic

concerns2058%

of

petlovers

state

that

they

like

to

be

in

nature

when

travelingConsumer

attitudesAgreementwithstatements

inGermany65%58%58%49%39%35%26%24%21%20%Owning

acarisimportant

to

meIliketobeinnaturewhen

travelingIavoid

artificialflavorsandpreservativesIlikebeing

abletoIhaveboughtproductsmonitor

andcontrol

my

because

celebrities

orhome

while

Iamaway

influencers

advertisedthemTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;Base:

n=1984

pet

lovers,n=5999

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

petlovers

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

petlovers63%54%50%47%46%43%43%42%40%41%39%39%38%37%36%35%35%35%34%31%Rising

pricesImmigration

Housing/inflation/cost

of

livingHealthandsocialsecurityPovertyEconomicsituationCrimeEducationClimatechangeEnviron-mentTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience20%45%18%18%Allrespondents20%43%19%18%LeftCenterRightPrefer

nottoanswer23

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;What

are

yourpersonal

hobbies

andactivities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202440%

of

petlovers

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%36%33%16%16%10%10%2%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

Allrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

see

the

economic

situation

of

Germany

more

negatively

than

theaverage

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

bypetloversTarget

audience12%29%34%17%8%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;What

are

yourpersonal

hobbiesand

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

are

more

negative

about

their

personal

economic

situation

than

theaverage

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

petloversTarget

audience9%29%37%17%8%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Whatareyourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

feel

more

affected

by

rising

prices

and

increased

cost

of

living

thanthe

average

German

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofpetlovers67%61%58%54%31%29%25%25%6%6%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

my

jobinthe

past12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Whatare

yourpersonalhobbies

and

activities?;

Multi

Pick;Base:n=11906

pet

lovers,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPetlovers

tend

to

listen

to

the

radio

more

often

than

the

average

consumerMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%78%73%71%67%66%52%48%43%41%40%39%37%35%32%31%28%29%27%

27%21%18%TVRadioDigitalvideoDigitalmusicOnline

Magazines

Daily

news

PodcastsOnlinemagazines

cinemaMovies

/WeeklynewsnewspaperscontentcontentwebsitespapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Whatareyourpersonalhobbies

and

activities?;

MultiPick;Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024The

social

network

Facebook

is

relatively

popular

among

pet

loversMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

petlovers67%65%63%61%58%57%41%37%28%22%19%17%15%

14%12%

12%LinkedIn11%10%7%7%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)AllrespondentsTwitchRedditTarget

audience30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;

Base:

n=3055

pet

lovers,n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

remember

seeing

ads

on

social

media

more

often

than

the

averageconsumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswherepetloversinGermany

remembercomingacross

digitaladvertising47%46%44%43%43%41%38%38%32%28%27%27%27%24%24%23%20%19%18%17%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesNewslettersVideogamesWebsitesandappsof

brands

andappsEditorialwebsitesMusicportalsTarget

audienceAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;What

are

your

personalhobbies

and

activities?;

Multi

Pick;

Base:

n=11906

pet

lovers,

n=

35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Petlovers

remember

getting

ads

by

mail

more

often

than

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%42%42%41%39%39%38%37%37%34%28%28%25%25%15%15%By

mailshot

/advertisingmailOnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;What

are

yourpersonal

hobbies

and

activities?;

Multi

Pick;

Base:n=11906

pet

lovers,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Interested

in

more

insights?ClicktoopenUnderstandwhat

drivespet

loversBuildyourown

multi-dimensional

targetgroups,like

rural

pet

lovers,

benchmarkthem

againstother

segments,

andtailormessagesthatspeaktheir

language.ConsumerInsights+Seethe

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