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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:

Electric

bike

(e-bike)

owners

in

GermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered’’Electric

bicycle(e-bike)’’

tothe

multi-pick

question’’Which

of

these

itemsdoyoupermanently

haveavailableinyourhousehold?’’.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofelectric

bike(e-bike)

owners

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

electric

bike(e-bike)

owners

inGermany(’’target

audience’’)

against

theaverage

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageFieldwork:Thereport

isupdatedquarterly

andisbased

on

data•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearfrom

theConsumer

InsightsGlobal

survey.2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:Electric

bike

(e-bike)

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAlargeshare

ofelectric

bike(e-bike)owners

are

Millennials.Ahappy

relationship

hasmoreimportance

toelectric

bike(e-bike)owners

thantotheaverage

consumer.57%

ofelectric

bike(e-bike)

ownersstatethattheylike

to

beinnaturewhentraveling.Electric

bike(e-bike)

owners

relativelyfrequently

consume

alltypesofmedia.51%

ofelectric

bike(e-bike)

owners

aremale.Electric

bike(e-bike)

owners

rememberseeing

adson

videostreaming

servicesmore

often

than

theaverage

consumer.Vehicles

andmobility

arerelativelyprevalent

interests

of

electric

bike(e-bike)

owners.52%

ofelectric

bike(e-bike)

ownersthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.Many

electric

bike(e-bike)

owners

haveahighannualhousehold

income.Thesocial

network

Instagramisrelatively

popularamong

electric

bike(e-bike)

owners.Electric

bike(e-bike)

owners

aremorelikely

to

havetraveling

asahobby

thantheaverage

consumer.Electric

bike(e-bike)

owners

liveinalltypesofurbanandrural

communities.Many

electric

bike(e-bike)

ownersdescribe

themselves

as

having

centristpolitical

views.Electric

bike(e-bike)

owners

rememberseeing

adsinprinteddaily

newspapersmore

often

than

theaverage

consumer.30%

ofelectric

bike(e-bike)

ownersfollow

soccer.Electric

bike(e-bike)

owners

aremorepositive

abouttheirpersonal

economicsituationthan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+A

large

share

of

electric

bike

(e-bike)

owners

are

MillennialsDemographic

profile:

lifestagesAgeof

consumersinGermanyTarget

audience16%37%35%12%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electricbike

(e-bike)

owners,n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202451%

of

electric

bike

(e-bike)

owners

are

maleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience51%49%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

your

household?;

Multi

Pick;

Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

electric

bike

(e-bike)

owners

have

a

college

degreeDemographic

profile:

educationLevel

of

educationinGermany31%29%24%21%17%17%17%14%13%11%2%Bachelor

degree

Master

degree

Doctoral

degree2%1%1%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;

Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

allrespondentsSources:Consumer

Insights

Global

as

of

November

2024Many

electric

bike

(e-bike)

owners

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience46%34%21%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1162

electric

bike

(e-bike)

owners,n=30751

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

electric

bike

(e-bike)

ownerslive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live36%31%29%25%25%15%10%8%7%6%4%3%2%Multi-generationalfamily2%SinglehouseholdCoupleSingleparenthouseholdNuclear

familyTwo

or

moreOtherhouseholdrelated

adults

household

typesTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;

Base:n=1323

electricbike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:Electric

bike

(e-bike)

ownerslive

in

all

types

of

urban

and

rural

communitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%24%23%23%22%21%16%15%15%14%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

electric

bike

(e-bike)

ownerslive

in

accommodationthey

own

themselvesDemographic

profile:

livingsituationTAccommodation

typeHome

ownership46%49%62%62%54%51%38%38%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electric

bike

(e-bike)

owners,n=35985

allrespondentsConsumer

Insights

Global

as

of

November

20246%

of

electric

bike

(e-bike)

owners

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience6%88%6%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

your

household?;

Multi

Pick;Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsA

happy

relationship

has

more

importance

to

electric

bike

(e-bike)

owners

thanto

the

average

consumerConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany57%53%42%

42%42%39%36%

36%36%34%29%29%22%21%20%20%Tobe11%11%10%10%AhappyrelationshipAnhonest

Safety

and

HavingaMakingmy

owndecisionsSocialjusticeLearningAdvancing

Traditionsnew

things

successful

my

careerandrespectablelifesecuritygood

timeTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

electric

bike

(e-bike)ownersConsumer

lifestyle:

main

interestsTop10

interestsofelectric

bike

(e-bike)

owners

inGermany53%50%

50%48%45%45%45%42%41%40%36%

36%36%36%35%34%34%31%31%25%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessHome

&gardenSportsPolitics&

Vehicles

&

Science

&Historysocietyandcurrentworldmobility

technologyeventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

your

household?;

Multi

Pick;

Base:

n=1323

electricbike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

owners

are

more

likely

to

have

travelingas

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofelectric

bike

(e-bike)

owners

inGermany50%49%49%47%45%44%42%41%41%

40%38%37%37%35%35%34%34%33%30%29%OutdooractivitiesSocializing

TravelingCooking/bakingDoingsportsReadingShopping

GardeningandplantsPetsTech

&computersandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

your

household?;

Multi

Pick;Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

electric

bike

(e-bike)

owners

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofelectric

bike

(e-bike)

owners

inGermany26%25%23%22%20%19%19%18%16%15%13%11%11%10%9%9%8%8%6%6%HikingCyclingFitness,aerobics&cardioRunning&joggingSwimming&divingSoccerYoga

&pilatesDancing

Badminton

BasketballTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Which

ofthese

items

do

youpermanentlyhave

available

in

yourhousehold?;

Multi

Pick;Base:n=783

electricbike

(e-bike)

owners,n=18382

allrespondentsConsumer

Insights

Global

as

of

November

202430%

of

electric

bike

(e-bike)

owners

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byelectricbike

(e-bike)

owners

inGermany30%26%13%11%10%10%10%9%9%9%8%8%8%7%7%7%7%7%7%6%SoccerBasketball

HandballTennisAmerican

Motorsports

AthleticsCyclingBoxingIceHockeyfootball(track&field)Target

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;

Base:

n=526

electric

bike

(e-bike)

owners,n=12212all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

electric

bike

(e-bike)

owners

have

a

pet,

especially

dogsare

popularConsumer

lifestyle:

petsPetsliving

with

electricbike(e-bike)

ownersinGermany41%38%38%34%31%28%9%7%7%6%6%5%4%Reptile3%Insect3%2%DogCatFishRodentBirdIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;Which

ofthese

items

do

you

permanently

have

available

in

your

household?;

Multi

Pick;Base:

n=339

electric

bike

(e-bike)

owners,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

concerns2057%

of

electric

bike

(e-bike)

owners

state

that

they

like

to

be

in

nature

whentravelingConsumer

attitudesAgreementwithstatements

inGermany57%49%46%40%28%27%22%19%17%15%Iliketobeinnaturewhen

travelingIwant

to

experiencesomething

uniqueduringmy

travelsDriving

carsisbadfortheenvironmentWhen

itcomes

totraveling,sustainabilityisimportant

tomeIspend

toomuchtimecommutingTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;

Base:

n=1323

electric

bike

(e-bike)

owners,n=5991

all

respondentsConsumer

Insights

Global

as

of

November

202452%

of

electric

bike

(e-bike)

owners

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

electricbike

(e-bike)owners54%52%43%41%40%39%38%38%38%37%35%35%35%35%34%35%34%33%32%31%Rising

pricesImmigration

Housing/inflation/cost

of

livingEducationHealthandsocialsecurityClimatechangeEconomicsituationCrimeEnviron-mentPovertyTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Many

electric

bike

(e-bike)

owners

describe

themselves

as

having

centristpolitical

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience18%44%22%16%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;Which

ofthese

items

do

youpermanentlyhave

available

in

yourhousehold?;

Multi

Pick;

Base:

n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202419%

of

electric

bike

(e-bike)

owners

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%36%37%28%17%16%14%10%2%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

Allrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electric

bike

(e-bike)

owners,n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

ownerssee

the

economic

situation

of

Germany

morepositively

than

the

average

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

byelectricbike

(e-bike)

ownersTarget

audience17%36%29%13%5%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electricbike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

owners

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

electricbike

(e-bike)

ownersTarget

audience15%37%34%10%3%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electric

bike

(e-bike)

owners,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

owners

are

less

prudent

about

spending

money

than

theaverage

German

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofelectric

bike

(e-bike)

owners58%57%54%51%27%25%25%22%6%6%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

my

jobinthe

past12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Which

of

these

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsElectric

bike

(e-bike)

owners

relatively

frequently

consume

all

types

of

mediaMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%78%73%71%67%66%54%48%47%45%45%40%40%37%37%35%34%31%29%27%24%18%TVRadioDigitalvideoDigitalmusicOnline

Magazines

Daily

news

Podcasts

Movies

/OnlineWeeklynewsnewspaperscinema

magazinescontentcontentwebsitespapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=1323

electric

bike

(e-bike)

owners,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024The

social

network

Instagramis

relatively

popular

among

electric

bike

(e-bike)ownersMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

electric

bike

(e-bike)

owners66%63%61%61%58%57%41%37%23%22%20%18%17%15%14%12%10%10%

10%Twitch7%YouTube

Instagram

FacebookTikTokSnapchat

X(Twitter)AllrespondentsLinkedInRedditTarget

audience30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;Base:n=339

electricbike

(e-bike)

owners,n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

owners

remember

seeing

ads

on

video

streaming

servicesmore

often

than

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswhereelectric

bike

(e-bike)

owners

inGermany

remembercomingacross

digital

advertising46%45%43%43%41%41%38%38%34%30%28%28%27%24%24%23%22%21%18%17%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreaming

andappsservicesWebsites

NewslettersVideogamesMusicportalsEditorialwebsitesandappsof

brandsAllrespondentsTarget

audience31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

your

household?;

Multi

Pick;

Base:n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Electric

bike

(e-bike)

owners

remember

seeing

ads

in

printed

daily

newspapersmore

often

than

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks44%42%39%39%39%39%38%37%37%34%30%30%25%25%20%15%OnTVBy

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;Which

ofthese

items

do

youpermanently

have

available

in

yourhousehold?;

Multi

Pick;

Base:n=1323

electric

bike

(e-bike)

owners,n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Interested

in

more

insights?ClicktoopenUnderstandBuildyourown

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