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Microsoft

Teamsusers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMicrosoft

Teams

users

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

Microsoft

Teamsusers

inGermany

(’’brandusers’’)

againstGerman

messenger

usersingeneral(’’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

insightsMicrosoft

Teams

is

the

ninth

most

used

messenger

service

in

Germany

withWhatsApp

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinGermanyWhatsAppFacebook

MessengerFaceTime76%27%17%16%13%TelegramDiscordSkype10%9%ZoomiMessage9%9%Microsoft

TeamsGoogle

Chat/Google

Meet7%4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=4,489

messengerusersConsumer

Insights

Global

as

of

October

2024Sources:Microsoft

Teams

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMicrosoft

Teams

ismore

popularamong

Millennials

thanothermessenger

services.Safety

and

security

isless

important

toMicrosoft

Teams

usersthantoothermessenger

users.Itstands

out

that59%

ofMicrosoftTeams

users

don’tmindadvertising

ifthey

getfree

content

inreturn.LinkedInismore

popularamongMicrosoft

Teams

usersthanthe

averagemessenger

user.Microsoft

Teams

ismore

popularamong

male

messenger

users

thanfemale

messenger

users.Financeand

economy

arerelativelyprevalent

interests

of

Microsoft

Teamsusers.24%

ofMicrosoft

Teams

users

areinnovators

or

early

adopters

ofnewproducts.Microsoft

Teams

usersrememberseeing

adson

videostreaming

servicesmore

often

than

other

messengerusers.Microsoft

Teams

hasalarger

shareofusers

with

ahigh

income

thanothermessenger

services.Sportsandfitnessare

relatively

popularhobbiesamong

Microsoft

Teams

users.Arelatively

highshare

ofMicrosoftTeams

users

think

thattheeconomicsituationis

anissue

thatneedstobeaddressed.Microsoft

Teams

usersare

more

likelytoliveincitieswith

over

1millioninhabitants

than

messenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Microsoft

Teams

ismore

popular

among

Millennials

than

other

messengerservicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users18%43%34%5%Category

usersAllrespondents21%33%35%35%11%21%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=384

MicrosoftTeamsusers,n=4,489

messenger

users,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Microsoft

Teams

ismore

popular

among

male

messenger

users

than

femalemessenger

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users62%38%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeams

users,n=4,489

messengerusers,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

Teams

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%

30%28%25%25%21%20%18%17%16%13%

13%10%10%10%2%1%

1%1%2%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeams

users,

n=4,489

messengerusers,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Microsoft

Teams

has

a

larger

share

of

users

with

a

high

income

than

othermessenger

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users65%22%13%Category

usersAllrespondents33%33%31%36%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=384

MicrosoftTeamsusers,n=4,489

messenger

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

messenger

users,

Microsoft

Teams

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live36%29%

28%28%25%

24%24%24%15%9%

9%7%

7%8%6%5%5%4%2%

1%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=384MicrosoftTeamsusers,n=4,489

messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

messenger

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%25%25%

24%24%24%22%22%18%17%17%17%14%13%12%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=384

MicrosoftTeamsusers,n=4,489

messengerusers,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

20247%

of

Microsoft

Teams

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%88%5%Category

usersAllrespondents84%8%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=384

MicrosoftTeamsusers,n=4,489

messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Microsoft

Teams

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany54%56%53%42%42%40%37%41%34%34%36%34%36%35%34%28%24%29%28%27%22%21%21%21%11%11%15%

11%11%12%AhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

myHavingagood

timeSafety

andsecurityLearningnew

thingsTobesuccessful

Social

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=384

MicrosoftTeamsusers,n=4,489

messenger

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Finance

and

economy

are

relatively

prevalent

interests

of

Microsoft

Teams

usersConsumer

lifestyle:

main

interestsTop10

interestsofMicrosoft

TeamsusersinGermany57%49%53%50%49%49%48%48%48%48%46%46%44%43%

43%40%39%37%34%33%

33%33%29%28%27%26%27%26%26%24%TravelMovies,TVshows&musicFood

&diningScience

&technologyFinance&economyHealth

&fitnessPolitics&societyandcurrentworld

eventsSportsCareer

&educationHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeamsusers,n=4,489

messenger

users,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Sports

and

fitness

are

relatively

popular

hobbies

among

Microsoft

Teams

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMicrosoft

TeamsusersinGermany54%54%53%51%41%45%

45%45%45%43%42%38%38%33%37%37%36%

36%36%34%33%

33%34%28%30%29%29%28%27%26%OutdooractivitiesSocializingDoing

sportsandfitnessTravelingReadingCooking/bakingTech

/computersShoppingVideo

gamingGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=384

MicrosoftTeams

users,n=4,489

messengerusers,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

go

running

or

jogging

than

othermessenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMicrosoft

TeamsusersinGermany35%31%29%26%24%22%20%20%19%19%18%17%16%15%15%13%

13%13%13%12%11%10%10%9%8%7%6%

6%5%3%Running/joggingFitness,aerobics,

cardioHikingSwimming/DivingCyclingSoccerDancingYoga

/pilatesWintersportsBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=261

MicrosoftTeamsusers,n=4489

messengerusers,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

follow

soccer

than

other

messengerusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMicrosoft

TeamsusersinGermany37%27%26%17%15%14%14%13%12%12%12%11%8%

8%8%8%

8%7%7%7%

7%7%7%7%

7%6%

6%6%5%

5%SoccerBasketballWinter

sportsHandballMotorsportsTennisIceHockeyAmericanfootballCyclingAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=176

MicrosoftTeams

users,

n=4489

messengerusers,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

59%

of

Microsoft

Teams

users

don’t

mind

advertising

if

theyget

free

content

in

returnConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainGermany59%43%

43%42%

42%40%36%33%28%23%22%20%

20%13%

14%Idon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIamexcited

aboutusingthemetaverse(immersive

virtualworld)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=384

MicrosoftTeams

users,

n=4,489

messengerusers,n=5,990

allrespondentsConsumer

Insights

Global

as

of

October

202424%

of

Microsoft

Teams

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%38%37%36%

36%21%21%17%16%14%9%9%3%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=384

MicrosoftTeamsusers,n=4,489messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

Teams

users

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Microsoft

Teamsusers55%50%49%43%46%46%44%44%43%43%42%37%35%38%

38%33%33%37%

37%37%36%35%34%33%33%33%31%

31%28%27%Rising

prices/inflation/cost

of

livingEconomicsituationImmigrationHousingHealth

andsocial

securityEducationClimatechangeCrimePovertyEnvironmentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeams

users,n=4,489

messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Microsoft

Teams

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users23%42%25%9%Category

usersAllrespondents20%40%20%20%19%19%41%20%LeftCenterRightPrefer

nottoanswer24

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

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=384

MicrosoftTeams

users,n=4,489

messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Microsoft

Teams

users

than

the

averagemessenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand74%63%

63%73%69%58%

57%

58%

58%46%40%41%40%31%23%27%25%25%

19%19%22%8%22%15%

15%14%13%12%10%7%YouTube

Instagram

FacebookLinkedInTikTokX(Twitter)TwitchSnapchatRedditBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=384MicrosoftTeamsusers,n=4489

messengerusers,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202485%

of

Microsoft

Teams

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%78%76%77%73%63%70%66%66%64%64%49%47%47%34%46%43%33%41%29%40%39%38%34%33%31%30%27%26%16%17%23%21%DigitalvideocontentTVRadioDigitalmusic

OnlinenewsPodcastsMagazinesDailynewspapersMovies

/cinemaOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=384

MicrosoftTeamsusers,n=4,489

messengerusers,n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

remember

seeing

ads

on

video

streaming

services

moreoften

than

other

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMicrosoft

TeamsusersinGermany

havecome

across

digital

advertisinginthepast4weeks58%58%54%53%49%44%42%

42%40%39%39%38%38%37%36%32%31%30%30%27%25%24%24%23%22%20%17%17%

17%17%Search

engines

Video

portalsSocial

mediaOnlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeams

users,n=4,489messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

remember

ads

they

saw

out-of-home

more

often

thanother

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks54%47%37%47%45%38%

37%43%37%38%36%36%35%34%23%

23%33%

33%31%22%

23%24%14%

14%OnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/advertisingmailOnTVInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=384

MicrosoftTeamsusers,n=4,489messengerusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

ac