机构研究报告-德国新闻日报用户分析报告：saechsische zeitung-外文培训课件

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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&BRANDSDaily

newspapers:

SächsischeZeitung

readers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSächsische

Zeitung

readers

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

SächsischeZeitung

readers

inGermany(’’brandusers’’)

againstGerman

readers

ofdailynewspapers

ingeneral

(’’category

users’’),

and

theoverall

German

consumer,

labelled

as

’’allrespondents’’

inthecharts.Numberof

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,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSächsische

Zeitung

ranks

outside

the

top

10

of

most

read

daily

newspapers

inGermanyManagement

summary:

brandusageand

competitionTop10

most

read

dailynewspapersinGermanyBildDieWelt31%18%Frankfurter

Allgemeine

Zeitung

(FAZ)dietageszeitung

(taz)SüddeutscheZeitungHandelsblatt14%14%12%9%B.Z.8%8%8%Freie

PresseFrankfurter

RundschauWestdeutsche

Allgemeine

Zeitung7%4Notes:"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=1,536

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Sächsische

Zeitung

has

grown

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

readersofdailynewspapersreadingSächsische

Zeitung6%6%6%5%5%5%4%4%4%4%4%3%3%3%3%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

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=36

-97

Sächsische

Zeitung

readers,

n=963

-

1888

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSächsische

Zeitung

ismore

popularamong

Millennials

thanother

dailynewspapers.Success

and

career

advancement

arerelatively

important

to

SächsischeZeitung

readers.Itstands

out

that48%

ofSächsischeZeitung

readers

usealternative

websites

Sächsische

Zeitung

readers

thanthetowatchpaidcontent

forfree.LinkedInismore

popularamongaverage

reader

of

dailynewspaper.53%

ofSächsische

Zeitung

readers

aremale.Artsandliterature

arerelativelyprevalent

interests

of

SächsischeZeitung

readers.39%

ofSächsische

Zeitung

readers

areinnovators

or

early

adopters

ofnewproducts.Sächsische

Zeitung

readers

rememberhearing

adson

musicportalsandstreaming

services

more

often

thanother

readers

ofdailynewspapers.Sächsische

Zeitung

hasalarger

shareofreaders

with

ahigh

income

thanotherdailynewspapers.Carsor

vehicles

are

relatively

popularhobbiesamong

SächsischeZeitungreaders.Arelatively

highshare

ofSächsischeZeitung

readers

thinkthateducation

isanissuethatneeds

tobeaddressed.Sächsische

Zeitung

readers

aremorelikely

to

liveincities

withover

1millioninhabitants

than

readers

ofdailynewspapers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Sächsische

Zeitung

is

more

popular

among

Millennials

than

other

dailynewspapersDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users11%13%61%26%2%Category

usersAllrespondents32%41%15%21%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readersofdaily

newspapers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202453%

of

Sächsische

Zeitung

readers

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users53%54%47%46%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";

Multi

Pick;

Base:

n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdaily

newspapers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202453%

of

Sächsische

Zeitung

readershave

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany39%30%

30%25%20%18%17%17%17%17%13%12%11%10%10%4%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

ofthe

following

printed

daily

newspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

has

a

larger

share

of

readers

with

a

high

income

than

otherdaily

newspapersDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users53%21%25%Category

usersAllrespondents42%30%28%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

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

readers

of

daily

newspapers,

Sächsische

Zeitung

readers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live49%29%29%28%24%24%21%17%17%9%8%7%8%7%4%4%4%3%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

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:

n=90

Sächsische

Zeitung

readers,

n=1,536

readersofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

readers

of

daily

newspapers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany29%29%24%24%23%23%23%22%18%17%

17%14%14%13%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=90

Sächsische

Zeitung

readers,

n=1,536

readersofdailynewspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202413%

of

Sächsische

Zeitung

readers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users13%81%6%6%Category

usersAllrespondents8%86%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=90

Sächsische

Zeitung

readers,

n=1,536readers

ofdaily

newspapers,

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

Sächsische

ZeitungreadersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany52%

53%49%44%42%42%41%36%32%36%35%34%30%29%33%32%30%29%27%26%

21%21%21%21%19%18%14%12%10%

11%AhappyrelationshipSocial

justiceSafety

andsecurityMaking

myown

decisionsTobesuccessful

Anhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Arts

andliterature

are

relativelyprevalent

interests

of

Sächsische

ZeitungreadersConsumer

lifestyle:

main

interestsTop10

interestsofSächsische

Zeitung

readersinGermany63%57%55%53%52%51%50%50%49%48%48%48%47%47%47%44%34%43%44%42%40%39%36%33%33%29%28%26%26%19%Health

&fitnessTravelSportsFood

&diningFinance&economyHome

&gardenArts&literatureHistoryMovies,TVshows&musicCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youread

in

the

past2

weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdailynewspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Sächsische

ZeitungreadersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSächsische

ZeitungreadersinGermany63%58%54%52%53%51%50%49%48%48%46%45%44%41%42%41%41%41%41%38%38%37%28%36%33%34%31%29%24%18%OutdooractivitiesDoing

sportsandfitnessShoppingCooking/bakingTravelingReadingSocializingCars/vehiclesGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdailynewspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

are

more

likely

to

play

basketball

than

other

readersof

daily

newspapersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSächsische

Zeitung

readersinGermany40%38%37%31%30%28%27%27%26%23%21%21%21%21%21%20%19%18%15%14%13%10%10%11%9%8%7%7%6%6%HikingCyclingRunning/joggingSoccerFitness,aerobics,

cardioSwimming/DivingBasketballBadmintonDancingYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=64

Sächsische

Zeitung

readers,n=1536

readers

ofdaily

newspapers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

202443%

of

Sächsische

Zeitung

readers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

bySächsische

Zeitung

readersinGermany43%36%28%28%26%24%23%22%22%21%21%20%13%13%13%12%12%10%10%10%8%7%7%8%7%7%7%7%5%4%SoccerAthletics(track&

field)Swimming/divingCyclingAmericanfootballHandballMotorsportsBasketballTennisBoxingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=47

Sächsische

Zeitung

readers,n=1536

readers

ofdaily

newspapers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

48%

of

Sächsische

Zeitung

readers

use

alternative

websites

towatch

paid

content

for

freeConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany57%51%50%48%46%43%40%

39%37%32%26%23%19%17%15%Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,Iusealternativewebsites

andappstowatchpaidIprefer

digitalcontentasitiseasier

tomanage

mainstream

media

inmy

country

ofresidenceIdon’ttrustthebooks

or

music(e.g.,DVD,

CD,vinyl)content

forfreeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past

2weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdailynewspapers,

n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202439%

of

Sächsische

Zeitung

readers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%36%36%35%31%30%17%17%14%14%13%9%8%2%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=90

Sächsische

Zeitungreaders,

n=1,536

readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Sächsische

Zeitung

readers

think

that

education

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Sächsische

Zeitung

readers54%50%49%

49%44%43%42%42%40%39%36%41%41%40%39%35%38%37%37%37%37%37%36%34%34%33%33%31%30%28%ImmigrationEconomicsituationEducationHealth

andsocial

securityRising

prices/inflation/cost

of

livingCrimePovertyClimatechangeHousingEnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";MultiPick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

readers

of

daily

newspapers,

Sächsische

Zeitung

readerstend

to

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%19%19%30%43%8%Category

usersAllrespondents47%22%12%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

ofthe

following

printed

dailynewspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=90

Sächsische

Zeitung

readers,

n=1,536

readersofdaily

newspapers,

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

Sächsische

Zeitung

readers

than

the

averagereader

of

daily

newspaperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand84%74%65%63%55%64%60%59%58%57%41%40%38%37%26%35%29%28%24%22%20%19%17%16%15%12%12%10%

10%7%FacebookYouTube

InstagramTikTokLinkedInX(Twitter)SnapchatTwitchRedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:

n=68

Sächsische

Zeitung

readers,

n=1140

readers

ofdaily

newspapers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

tend

to

go

to

the

movies

more

often

than

readers

ofdaily

newspapers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%85%82%81%77%77%74%73%66%72%72%70%64%63%61%59%54%47%53%49%46%38%47%43%40%31%34%33%32%30%23%27%17%DigitalvideocontentTVRadioDigitalmusiccontentDailynewspapersMagazinesMovies

/cinemaOnlinenewswebsitesPodcastsWeeklynewspapersOnlinemagazinesBrand

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usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

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in

the

past

4weeks?’’;

Multi

Pick;

"Which

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past2weeks?";Multi

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n=74

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Zeitung

readers,

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readersofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

remember

hearing

ads

on

music

portals

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often

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other

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of

daily

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touchpoints:digitaladvertising

touchpointsTop10

placeswhereSächsische

ZeitungreadersinGermany

have

come

across

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portals

Search

engines

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games

Video

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brandsPodcastsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

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have

youreadin

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past

2weeks?";Multi

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Base:

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readers,n=1,536

readers

ofdaily

newspapers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sächsische

Zeitung

readers

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touchpoints:non-digital

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whereconsumersinGermany

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non-digital

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4weeks60%57%49%56%50%56%46%53%50%48%49%40%45%46%45%38%37%36%36%33%23%23%20%14%OnTVBy

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the

goBrand

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usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

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past2

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Pick;Base:n=90

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n=1,536

readers

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n=35