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CONSUMERS&BRANDSRestaurant
delivery:
Uber
Eatsusers
in
GermanyConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofUber
Eatsusers
inGermany:
who
theyare;what
theylike;
whatthey
think;
andhowtoreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
UberEatsusers
inGermany
(’’brandusers’’)
againstGerman
restaurant
delivery
users
ingeneral
(’’category
users’’),
and
theoverall
Germanonliner,
labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Germany)?
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsUber
Eats
ranks
fifth
among
restaurant
delivery
services
in
GermanyManagement
summary:
brandusageand
competitionTop10
most
used
restaurant
delivery
servicesinGermanyLieferandoDomino’sPizzaHutCallaPizzaUber
EatsburgermeL’OsteriaSmiley’s76%25%13%12%11%10%7%6%Vapiano5%5%hunger.de4Notes:"Which
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=977,
restaurantdelivery
usersConsumer
Insights
Global
as
of
August
2023Sources:Uber
Eats
users
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsUber
Eatsismore
popularamongGeneration
Zthanother
restaurantdelivery
services.Success
and
career
advancement
arerelatively
important
to
Uber
Eatsusers.Itstands
out
that56%
ofUber
Eatsusers
gladlypayforservices
thatmakelifemore
convenient.Uber
Eatsusers
access
theinternet
viaasmartwatch
more
often
thantheaverage
restaurant
delivery
user.Career
and
education
are
relativelyprevalent
interests
of
UberEatsusers.There
is
afairlyeven
splitofmale
andfemale
Uber
Eatsusers.38%
ofUber
Eatsusers
areinnovatorsor
early
adopters
ofnew
products.Onsocial
media,
UberEatsusersinteract
with
companies
more
oftenthan
other
restaurant
delivery
users.Sportsandfitnessare
relatively
popularhobbiesamong
UberEatsusers.Uber
Eatshasalarger
shareof
userswith
ahigh
income
than
otherrestaurant
delivery
services.Arelatively
highshare
ofUber
Eatsusers
think
thatclimate
changeisanissuethatneedstobeaddressed.Uber
Eatsusers
remember
seeing
adsinvideo
gamesmore
often
thanotherrestaurant
delivery
users.Uber
Eatsusers
are
more
likely
toliveincitieswith
over
1million
inhabitantsthan
restaurant
delivery
users
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Uber
Eats
is
more
popular
among
Generation
Z
than
other
restaurant
deliveryservicesDemographic
profile:
generationsAgeof
consumersinGermanyBrand
users36%48%14%2%Category
usersAllrespondents18%18%40%31%10%34%34%14%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=105,
UberEatsusers,n=977,
restaurantdelivery
users,n=35994,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023There
is
a
fairly
even
split
of
male
and
female
Uber
Eats
usersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users49%51%Category
usersAllrespondents45%55%50%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
thepast
12
months?";
Multi
Pick;
Base:
n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Uber
Eats
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany36%31%30%25%23%20%20%19%18%18%13%12%12%11%6%2%1%1%
1%0%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
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:Uber
Eats
has
a
larger
share
of
users
with
a
high
income
than
other
restaurantdelivery
servicesDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users51%29%20%Category
usersAllrespondents37%34%30%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
online
providersofrestaurantand
fooddeliveryhave
youused
in
the
past
12
months?";
Multi
Pick;Base:n=105,
UberEatsusers,n=977,
restaurantdelivery
users,
n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
restaurant
delivery
users,
Uber
Eats
users
are
relatively
likelyto
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live43%31%29%
29%26%24%20%20%20%9%8%7%6%5%5%4%4%3%
3%Other2%
2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typeshouseholdgenerationalfamilyBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12months?";
Multi
Pick;Base:n=105,
UberEatsusers,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Uber
Eats
users
are
more
likely
to
live
in
cities
withover
1
million
inhabitantsthan
restaurant
delivery
users
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany44%33%29%26%25%24%21%19%16%13%13%13%12%7%3%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
providers
ofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=105,
UberEatsusers,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
202310%
of
Uber
Eats
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users10%8%88%3%Category
usersAllrespondents84%8%9%7%84%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
Uber
Eats
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany58%53%52%41%37%42%41%
42%37%34%36%
36%36%31%30%30%30%29%30%22%21%20%20%19%19%11%11%10%
10%8%AhappyrelationshipSafety
andsecurityHavingagood
timeTobesuccessful
Anhonest
andMaking
myLearningnew
thingsAdvancingmy
careerSocial
justiceTraditionsrespectable
life
own
decisionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";Multi
Pick;Base:n=105,
UberEatsusers,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Career
and
education
are
relatively
prevalent
interests
of
Uber
Eats
usersConsumer
lifestyle:
main
interestsTop10
interestsofUberEats
usersinGermany67%65%62%49%62%60%55%54%54%52%51%50%47%44%42%42%43%41%35%40%35%35%34%35%32%32%30%27%26%25%Movies,TVshows&musicHealth
&fitnessTravelFood
&diningCareer
&educationFashion&beautyScience
&technologySportsPolitics&societyandcurrentworld
eventsFamily
&parentingBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
fooddeliveryhave
youused
in
the
past
12
months?";
Multi
Pick;Base:n=105,
UberEats
users,
n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sports
and
fitness
are
relatively
popular
hobbies
among
Uber
Eats
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofUberEats
usersinGermany67%66%63%61%60%54%52%42%49%48%47%46%40%46%41%40%39%37%36%35%35%34%33%26%32%28%28%21%21%17%SocializingOutdooractivitiesDoing
sportsandfitnessTravelingCooking/bakingReadingTech
/computersCars/vehiclesBoard
games/cardgamesVideo
gamingBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
you
used
in
the
past12
months?";
Multi
Pick;
Base:
n=105,
UberEats
users,n=977,restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Uber
Eats
users
are
more
likely
to
go
running
or
jogging
than
other
restaurantdelivery
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofUberEats
usersinGermany51%37%36%34%25%
25%20%25%24%24%23%23%22%20%19%19%17%18%15%14%15%12%11%9%9%9%8%6%6%5%Running/JoggingCyclingFitness,aerobics,cardioSwimming/DivingHikingYoga
/PilatesSoccerBasketballDancingBadmintonBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=79,
UberEatsusers,n=1288,
restaurantdelivery
users,n=17984,
all
respondentsConsumer
Insights
Global
as
of
August
2023Uber
Eats
users
are
more
likely
to
follow
tennis
than
other
restaurant
deliveryusersConsumer
lifestyle:
sports
followedTop10
sports
followed
byUberEats
usersinGermany34%27%27%26%25%24%22%21%16%16%15%14%9%8%8%8%8%8%7%7%7%6%6%6%6%5%4%3%2%2%SoccerTennisAmericanfootballBasketballBoxingCyclingBaseballMixedMartial
ArtsMotorsportsAthletics(track&
field)Brand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
providers
ofrestaurant
and
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=53,
UberEatsusers,n=767,
restaurantdelivery
users,n=11368,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
services?
Innovation
adoption?
Challenges
facing
thecountry?
Politics20Itstands
out
that
56%
of
Uber
Eats
users
gladly
pay
forservices
that
make
lifemore
convenientConsumer
attitudes:services
&eservicesAgreementwithstatements
towards
services&eservicesinGermany60%56%52%42%40%37%32%30%28%22%15%13%11%9%7%Ilikeorganizing
mylifethroughmy
smartphone
services
thatmakemylifemore
convenientIgladlypayforIprefer
touseserviceswhere
Icanhaveapersonal
contactIamoften
frustratedbyunexpected
extrafees
attheend
ofaservice
bookingI’moften
unsatisfiedwith
servicesBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;
Base:
n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=5994,
all
respondentsConsumer
Insights
Global
as
of
August
202338%
of
Uber
Eats
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany39%37%37%36%35%25%19%16%13%13%12%9%7%2%Innovators1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=105,UberEatsusers,n=977,
restaurantdelivery
users,
n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Uber
Eats
users
think
that
climate
change
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
UberEats
users66%56%53%49%47%47%44%39%45%43%37%43%37%42%39%34%39%39%39%37%37%34%32%28%33%32%30%31%30%26%Rising
prices
Climatechange/inflation/Health
andsocial
securityEnvironmentEducationEconomicsituationHousingPovertyUnemploymentCrimecost
of
livingBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
restaurant
delivery
users,
Uber
Eats
users
tend
to
havemore
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users26%24%44%45%22%9%Category
usersAllrespondents13%17%18%22%43%17%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
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=105,
UberEats
users,
n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsUber
Eats
users
access
the
internet
via
a
smartwatch
more
often
than
theaverage
restaurant
delivery
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinGermany
use
regularly
toaccesstheinternet98%96%91%87%72%72%71%65%64%61%59%58%57%55%51%50%49%46%43%41%33%33%33%30%27%26%24%SmartphoneLaptopSmart
TVTabletDesktop
PCGaming
consoleAllrespondentsSmartwatchStreaming
device
Smart
speakersBrand
usersCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
providers
of
restaurantand
fooddelivery
have
you
used
in
the
past12
months?";
Multi
Pick;
Base:
n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Uber
Eats
users
interact
with
companies
more
often
thanother
restaurant
delivery
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinGermany
bytype69%66%66%65%64%63%58%54%53%40%51%39%50%46%36%45%44%43%42%40%30%38%27%31%30%19%21%16%14%12%11%7%8%4%3%0%SentprivatemessagesPostedpictures/videosCommentedon
postsFollowedpeopleLiked
postsbyotherusersLikedcompanypostsSharedpostsbyother
usersPosted
texts/statusFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
of
restaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:
n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Uber
Eats
users
tend
to
listen
to
podcasts
more
often
than
restaurant
deliveryusers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks90%81%80%80%67%79%
78%71%
72%67%68%63%47%62%55%54%53%46%52%40%52%39%30%38%38%29%37%36%28%36%30%19%18%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsMovies
/cinemaDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
ofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:
n=105,
UberEatsusers,n=977,restaurantdelivery
users,n=17900,
all
respondentsConsumer
Insights
Global
as
of
August
2023Uber
Eats
users
remember
seeing
ads
in
video
games
more
often
than
otherrestaurant
delivery
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereUberEats
usersinGermany
havecome
across
digital
advertisinginthe
past
4weeks64%60%57%56%56%55%53%40%53%48%47%45%42%41%38%37%35%
35%24%33%32%31%28%26%24%24%22%21%19%16%Video
portals
Search
engines
OnlinestoresSocial
mediaVideo
gamesWebsitesandappsof
brandsVideo
streamingservicesOtherappsEditorialwebsitesandappsMusicportalsBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
providers
ofrestaurant
and
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;
Base:n=105,
UberEats
users,n=977,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
202352%
of
Uber
Eats
users
remember
ads
they
saw
out-of-homeMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks52%50%46%50%
50%50%43%48%43%42%41%31%41%40%40%39%31%38%36%34%26%26%17%14%OnadvertisingspacesDirectly
inthestoreBy
mailshot
/advertisingmailOnTVOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
providersof
restaurantand
fooddelivery
have
youused
in
the
past
12
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