德國購物行為趨勢分析報告-培訓(xùn)課件外文版2024.5

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TRENDSShoppingbehaviortrendsinGermanyCHAPTER

01OverviewDistributionofshoppinginGermanyatleastonceaweekin2023,bychannelShoppinginGermanyin2023,bychannelShareofrespondents15%0%5%10%20%25%30%35%34%40%PhysicalstoreSmartphonePC23%17%Tablet14%12%SmarthomelanguageassistantWearables(e.g.asmartwatch)Virtualreality10%7%4/statistics/1412328/shopping-by-channel-germanySmartphonescamesecondtophysicalstoresamongGermanconsumerswhenshoppingin2023.23percentofrespondentstoasurveyconductedthatyearusedtheirtrusteddevicetomakeapurchase,though34percentstillwenttoanactualshop.ReadmoreNote(s):Europe,Germany;2023;513respondents;18yearsandolderSource(s):PwCRankingofthemostpurchasedfastmovingconsumergoods(FMCG)inGermanyfrom2021to2023Best-sellingfastmovingconsumergoods(FMCG)inGermany2021-2023Shareofrespondents20235%202210%202115%0%20%25%30%35%40%45%50%45.7%45.6%45.6%PastaproductsOrganicfruit,vegetablesSaltysnacksChocolatebarsCookiesandothersweetsnacksFrozenvegetables33.1%33.3%32.2%30.3%30.5%30.7%29.6%30.2%31.5%27.3%27%26.6%25.8%26.5%26.8%25.7%26.5%26.6%Frozenpoultry,meat,fishBottledsauces,ketchupConveniencebakedgoods,half-baked(e.g.breadrolls,croissants)Icecreamfromthefreezer23.1%23.5%23.5%23.4%23.1%22.3%24.5%23.4%20.6%21%20.9%21.2%Muesli,cereal,granolaCandybars(e.g.Bounty,Mars,Nuts)18%18.2%1

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%5Description:Thetopthreebest-sellingfastmovingconsumergoods(FMCG)inGermanywerepastaproducts,organicfruitandvegetables,andsaltysnacks.Respondentsconsistentlyrankedpastaasthemostboughtduringthetimelineshown.

ReadmoreNote(s):Germany;2021to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachRevenuefromFMCGproductsinonlinetradeinGermanyfrom2010to2022(inbillioneuros)RevenuefromFMCGproductsinonlinetradeinGermany2010-20221210810.39.77.565.24.53.923.943.192.652.171.871.59201.382010201120122013201420152016*2017201820192020202120226Description:ThisstatisticshowstherevenuefromFMCGproductsinonlinetradeinGermanyfrom2010to2022.In2022,theGermanonlinetradeachievedarevenueof10.3billioneuros.

ReadmoreNote(s):Germany;2010to2022;*Projection.Figuresforpreviousyearsarebasedonearliersourcereports.

ReadmoreSource(s):IfHK?lnMarketshareofmail-orderandonlineretailintheretailtradesectorinGermanyfrom2000to2022Retailmarketshareofmail-orderandonlineretailinGermany2000-2022Mail-orderretailE-commerce12%10%8%6%4%2%0%2000

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20227/statistics/522064/mail-order-online-retail-retail-market-share-germanyIn2022,mail-orderandonlineretailershadamarketshareof3.8and6.5percentinGermanretailtrade,respectively.Thisstatisticshowsthemarketshareofmail-orderandonlineretailersintheretailtradesectorinGermanyfrom2000to2022.

ReadmoreNote(s):Germany;2000to2022;Figuresrefertoretailtradeexcludingautomotivetrade,gasstationsandpharmaciesSource(s):IfHK?lnOnlinesalesrevenueshareofmultichannelretailersinGermanyfrom2013to2022OnlinesalesrevenueshareofmultichannelretailersinGermany2013-2022Under1percent10tounder20percent1tounder3percent20tounder50percent3tounder5percent50percentandover5tounder10percent100%90%80%70%60%50%40%30%20%10%0%8%5%8%3%8%5%10%8%5%7%8%7%8%10%7%7%8%6%5%10%6%4%9%6%7%5%3%13%16%13%11%12%17%21%11%18%12%9%12%12%16%16%16%15%17%25%18%27%17%21%13%27%30%17%19%27%25%22%20%25%26%26%27%24%23%24%22%22%22%12%201320142015201620172018201920201202120228/statistics/1284177/multichannel-retailers-online-revenue-share-germanyIn2022,around12percentofmultichannelretailersinGermanystatedthatonlinesalesmadeuplessthanonepercentoftheirrevenueshare.ThetimelineshowstheonlinesalesrevenueshareofmultichannelretailersinGermanyfrom2013to2022.ReadmoreNote(s):Germany;2013to2022Source(s):HDEAttitudestowardsonlineshoppinginGermanyasofJune2023AttitudestowardsonlineshoppinginGermany2023Shareofrespondents0%10%20%30%40%50%48%WhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstCustomerreviewsontheinternetareveryhelpful54%Iprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)33%31%Iusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletIwanttoseeandtouchanitembeforeIbuyit21%19%16%15%13%IusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIamexcitedaboutusingAugmented&VirtualRealitywhileshoppingWhenIorderanitem,IpreferexpressshippingWhenIbuyanitem,IwanttoholditinmyhandthesamedayNoneoftheabove7%9Description:Whenaskedabout"Attitudestowardsonlineshopping",mostGermanrespondentspick"WhenIplanamajorpurchase,Ialwaysdosomeresearchontheinternetfirst"asananswer.54percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Germany;July2022toJune2023;5994respondents;18-64yearsSource(s):ConsumerInsightsDesiredconditionsformorefrequentselfcheckoutuseinGermanyasof2023ConditionsformorefrequentselfcheckoutuseGermany2023Shareofrespondents0%

5%10%15%20%25%30%StaffareeasilyreachableincaseofquestionsandproblemsLargerselectionofpaymentoptions31%26%FasterandquickerrespondingtouchscreentechnologyOptiontobuytheproductintheaisle/offtheshelfinthephysicalstoreMoreselfcheckouts24%23%21%21%Moreroomatthecheckoutforabasketorshoppingcart10Description:Germansstillwishforstafftobeeasilyavailableevenwhenusingselfcheckouts,incaseofquestionsorproblems.Thiswastheleadingitemonthelistofconditionswhichwouldmakeconsumersuseselfcheckoutpointsmoreoften.Otherincludedmorepaymentoptionsandfastertouchscreentechnology.ReadmoreNote(s):Europe,Germany;2023;513respondents;18yearsandolderSource(s):PwCNumberofpeoplewhopayattentionwhenshoppingthattheirpurchasesarefairtradecertifiedinGermanyfrom2019to2023(inmillions)SurveyonthepreferenceforfairtradeproductsinGermany2019-20231816.9716.7415.9815.7815.7516141210864202019202020212022202311Description:In2023,over16.7millionconsumersinGermanypaidattentiontoafairtradesealwhenshopping.Figuresincreasedyear-on-yearduringthespecifiedtimeperiod.ThedataisbasedonasurveyconductedinGermanyonthenumberofpeoplewhopayattentionwhenshoppingthattheirpurchasesarefairtradecertified.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachCHAPTER

02ConsumerspendingDistributionofconsumerspendingofprivatehouseholdsinGermanyfrom1970to2022,bysegmentDistributionofprivatehouseholdconsumerspendinginGermany1970-2022,bysegmentFood,beverages,tobaccoproductsHousing,water,electricity,gasandotherfuelTraffic,communicationClothingandshoesInteriordecoration,householdelectronics/devicesLeisure,entertainmentandcultureOther**Accommodationandgastronomy100%90%80%70%60%50%40%30%20%10%0%1970

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202213Description:In2022,approximately14.7percentofGermanhouseholdconsumerspendingwasspentonfood,beveragesandtobaccoproducts.Thiswasaslightdecreasecomparedwiththepreviousyear.Thehighestspendingwasonhousing,water,electricity,gasandotherfuel.ReadmoreNote(s):Germany;1970to2022;*Healthcare,education,bodycare,personalitems,socialservices,insurance,financialandotherservices.Asof:January2019.Upuntil1990:formerfederalterritory(WestGermany,accordingtonational[...]

ReadmoreSource(s):StatistischesBundesamtYear-on-yeardevelopmentofdisposableincomeandconsumerspendinginprivatehouseholdsinGermanyfrom2000to2022Y-o-ydisposableincomeandconsumerspendingchangeprivatehouseholdsGermany2022DisposableincomeinprivatehouseholdsConsumerspendinginprivatehouseholds14%12%10%8%6%4%2%0%-2%-4%-6%2000

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202214Description:In2022,disposableincomeinprivateGermanhouseholdsincreasedbysevenpercentcomparedtotheyearbefore.Consumerspendinginprivatehouseholdsgrewby11.6percent.Thetimelineshowstheyear-on-yeardevelopmentofdisposableincomeandconsumerspendinginprivatehouseholdsinGermany.ReadmoreNote(s):Germany;2000to2022Source(s):StatistischesBundesamtSpendingdecisionswhenshoppinginGermanyin2023,byproductgroupSpendingdecisionsamongconsumersinGermany2023,byproductgroupShareofrespondentsSpendless10%Spendmore15%

20%0%5%25%30%35%40%39%45%FoodHealthandbeauty21%21%37%Clothing32%Electronicdevices30%Entertainmentforhome(e.g.books,movies)15Description:Germanconsumersintendedtobothspendmoreandsaveonclothing.However,alargershareofrespondentsintendedtospendless.Theotherleadingproductcategoriesthatmadeittothe"spendless"columninhouseholdbudgetsalsoincludedelectronicdevicesandhomeentertainment.FiguresarebasedonanonlinesurveyconductedinGermany.ReadmoreNote(s):Europe,Germany;2023;513respondents;18yearsandolderSource(s):PwCPrivatehouseholdconsumerspendingonfoodinGermanyfrom1991to2022(inbillioneuros)ConsumerspendingonfoodinGermany1991-20222001801601401201008060402001991

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2022*16Description:ThisstatisticshowsthedevelopmentofprivatehouseholdconsumerspendingonfoodinGermanyfrom1991to2022.In2022,basedonpreliminaryfigures,privatehouseholdsspentroughly190billioneurosonfood,upfromaround175.4billioneurosin2021.ReadmoreNote(s):Germany;1991to2022;figuresatrespectiveprices;domestic;*Preliminaryfigure.Figuresatrespectiveprices(nominal);calculationsarebasedonthenationalaccountsrevision.Toaccessthisstatistic,clicktheweblinkandtypethecode[...]

ReadmoreSource(s):StatistischesBundesamtPrivatehouseholdconsumerspendingonclothingandshoesinGermanyfrom1991to2022(inbillioneuros)ConsumerspendingonclothingandshoesinGermany1991-2022807876747270686664626017Description:PrivatehouseholdconsumerspendingonshoesandclothinginGermanyfluctuatedinthelastfourdecades,amountingtoaround77.65billioneurosin2022(preliminaryfigures).Thiswasanoticeableincreasecomparedtotheyearbefore.

ReadmoreNote(s):Germany;1991to2022;FiguresforrespectivepricesSource(s):StatistischesBundesamtNumberofpeopleinGermanywithahighwillingnesstospendmoneyonclothesfrom2019to2023(inmillions)WillingnesstospendmoneyonclothesamongtheGermanpopulation2019-20233533.0732.5531.3129.7329.263025201510502019202020212022202318Description:In2023,itwasfoundthatroughly29.26millionGermansaged14yearsandolderwerehighlywillingtospendmoneyonclothes.Thiswasadecreasecomparedto29.73millionin2022.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachCHAPTER

03OnlineshoppingShareofonlineshoppersamonginternetusersinGermanyinselectedyearsbetween2002and2022ShareofonlineshoppersamonginternetusersinGermany2002-2022120%98%98%97%96%100%80%60%40%20%0%95%94%94%92%91%74.8%70.3%54.1%20022006200920122014201520162017201820192021202220Description:In2022,91percentofGermaninternetusersaged16yearsandaboveshoppedonline.Thisisslightlylessthantheyearbeforebutstilldemonstratesthatmostpeopleshoponline.

ReadmoreNote(s):Germany;2002to2022(selectedyears);1,123internetusers(2022);16yearsandolder;lastonlinepurchasewithinthelast12monthsSource(s):BitkomMostpopularonlinemarketplacesinGermanyasofApril2023,basedonshareofvisitsLeadingonlinemarketplacesinGermany2023,byvisitshareShareofvisits30%0%10%20%40%50%60%amazon.deebay.de53.23%22.23%otto.de5.03%2.74%2.28%21/statistics/1256352/germany-leading-marketplaces-visitsAmazon'swebsiteforGermanywasthemostpopularonlinemarketplaceinthecountryinApril2023.Amazon.deaccountedformorethan53percentofdesktopvisitstomarketplaces,followedbyrivalebay.dewithjustover22percentofvisits.

ReadmoreNote(s):April2023;desktoponly;category:E-commerceandshopping-MarketplaceSource(s):SimilarWebMostpopulare-commerceandshoppingwebsitesinGermanyinApril2023,basedonshareofvisitsLeadinge-commerceandshoppingwebsitesinGermany2023,basedonvisitshare35%32.17%30%25%20%15%10%5%13.43%ebay.de12.88%3.87%3.04%0%amazon.deebay-kleinanzeigen.deidealo.deotto.de22Description:InApril2023,amazon.dewastheleadinge-commerceandshoppingwebsiteinGermany.Duringthemeasuredperiod,thesprawlingplatformaccountedforroughly32percentofdesktoptrafficinthiscategory,followedbyebay.de,with13.43percent.TheC2Cplatformebay.kleinanzeigen.dewasthethird-mostvisitedsite,makingup12.88percentofvisits.ReadmoreNote(s):Germany;April2023;desktoponly;category:E-commerceandshoppingSource(s):SimilarWebMostpopularsocialmediaplatformsforshoppinginGermanyin4thquarter2022,bygenerationLeadingsocialnetworksforshoppinginGermany2022,bygenerationFacebookInstagramYouTube54%TikTok40%60%50%40%30%20%10%0%54%52%50%47%46%45%43%43%37%23%19%13%5%0%GenZ(18-26)Millennials(27-42)GenX(43-58)BabyBoomers(59-77)23Description:Inthefourthquarterof2022,InstagramandTikTokwerethemostpopularsocialmediaplatformsforGermanGenZconsumerstopurchaseproducts.Accordingtoasurvey,50percentofrespondentsaged18to26statedthattheyhadmadepurchasesonInstagram,closelyfollowedbyTikTokwith47percent.Ontheotherhand,amongoldergenerations,Facebookstoodasthepreferredsocialmedianetworkformakingpurchases.

ReadmoreNote(s):Germany;Q42022;1,000respondents;18yearsandolderSource(s):Klarna;NepaMostpopularcategoriesforonlinepurchasesinGermanyasofJune2023MostpopularcategoriesforonlinepurchasesinGermany2023Shareofrespondents0%10%20%30%40%50%ClothingShoes50%38%Books,movies,music&games(excludingdownloads)Drugstore&healthproductsCosmetics&bodycare28%25%23%22%21%20%Consumerelectronics(e.g.,TV,smartphones)Bags&accessoriesPetproductsFood&beverages(excl.restaurantdelivery)Householdappliances18%17%16%16%15%Furniture&householdgoodsSports&outdoorproductsAccessories24Description:Thevarietyofproductsthatcanbepurchasedonlineiscontinuouslygrowing.AmongGermanconsumersthetwomostpopularcategoriesforonlinepurchasesareClothingandShoes.50percentand38percentofconsumersrespectivelychosetheseanswersinourrepresentativeonlinesurvey.Thesurveywasconductedonlineamong2,977respondentsinGermany,in2023.ConsumerInsightsofferyouallresultsofourexclusivesurveys,basedonmorethan2,000,000[...]

ReadmoreNote(s):Germany;July2022toJune2023;2977respondents;18-64yearsSource(s):ConsumerInsightsImportanceofdeliveryandreturnoptionsforonlineshoppersinGermanyin2022Onlineshoppers'favoritedeliveryandreturnoptionsinGermany2022Shareofrespondents20%

30%0%10%40%50%60%70%80%FreereturnFreedelivery72%70%Paperlessreturn(e.g.byQRCode)Nextdaydelivery44%38%Homepick-upwhenreturningproductsSamedaydelivery33%28%25Description:Inasurveyconductedin2022,Germanconsumersstatedthatfreedeliveriesandreturnsarethemostimportantfeaturesofthe'lastmile'onlineshoppingexperience.Shoppersalsohighlyappreciatedtheoptionofpaperlessreturns,with44percentchoosingit.Inaddition,respondentsalsofavoredquickdeliverytimes(38percent)andhome-pickreturnsofonlineorders(33percent).ReadmoreNote(s):Germany;May31toJune7,2022;consumerswhoshoponlineatleastonceeverysixmonthsSource(s):Appinio;SprykerImportantaspectswhenshoppingdirectlyfrommanufacturersandbrandsonlineinGermanyin2022Mainfactorsindirect-to-consumer(D2C)onlineshoppinginGermany2022Shareofonlineshoppers30%

40%0%10%20%50%60%70%68%80%78%90%Easy-to-useonlinestoreFastdelivery73%72%OfferedwarrantyFriendlycustomerserviceWiderangeofpaymentoptionsGettingadvice63%48%BonusorpointsprogramPersonalizationoptions43%35%26Description:InGermany,nearlyeightintenconsumersbuyingdirectlyfromproducersorbrandsconsidereduser-friendlyonlineplatformsasthemostimportantaspectoftheirshoppingexperience,asurveyfrom2022revealed.Fastdeliveryrankedsecond,with73percentofrespondentsmentioningthisfactor.Productwarrantyfollowedclosely,with72percentseeingthisadditionalserviceasveryimportant.ReadmoreNote(s):Germany;March8to18,2022;1,000consumersSource(s):diconium;CHAPTER

04GroceryshoppingGroceryshoppingbystoretypeinGermanyasofJune2023GroceryshoppingbystoretypeinGermany2023Shareofrespondents0%10%20%30%40%50%60%70%80%SupermarketDiscountstore76%69%Bakeryordeli50%Drugstore41%Hypermarket37%DelicounterinsupermarketsSpecialiststore(e.g.,butchershop)Farmer`smarket34%29%24%Organicfoodstore16%14%Onlinestore/onlineretailConveniencestore/kioskMealkitproviders8%7%IdonotbuyfoodorproductsforeverydayuseOther0%3%28Description:"Supermarket"and"Discountstore"arethetoptwoanswersamongGermanconsumersinoursurveyonthesubjectof"Groceryshoppingbystoretype".ReadmoreNote(s):Germany;July2022toJune2023;5994respondents;18-64yearsSource(s):ConsumerInsightsRevenuefromthesaleofgroceriesinonlineretailinGermanyfrom2014to2022(inmillioneuros)RevenuefromgroceriesboughtonlineGermany2014-20224,5004,0003,5003,0002,5002,0003,9763,9232,6671,59520191,36020181,5001000500073661820142015201620202021202229Description:ThisdatashowtherevenuegeneratedfromthesaleofgroceriesinonlineretailinGermanyfrom2014to2022.In2022,around3.98billioneurosweregeneratedfromgroceriesboughtonline.

ReadmoreNote(s):Germany;2014to2022Source(s):bevhNetrevenueoftheleadingonlineshopsinthegrocerysegmentinGermanyfrom2016to2021(inbllioneuros)E-commercerevenueoftheleadingonlineshopsinthefoodsegmentinGermany20212.52.01.51.02.281.870.810.710.690.560.50.020162017201820192020202130Description:In2021,theseonlineshopsgeneratedaround2.28billioneuroscombined.ThisstatisticshowsthetotalnetrevenueoftheleadingonlineshopsinthegrocerysegmentinGermanyfrom2016to2021.

ReadmoreNote(s):Germany;2016to2020Source(s):EHIRetailInstitute;NumberofpeopleinGermanywhopurchasegroceriesfortheirhouseholdontheinternetorfromonlineshopsfrom2019to2023(inmillions)Purchasinggroceriesontheinternetorfromonlineshops2019-202365.315.0354.1943.653.5432102019202020212022202331Description:In2023,around5.31millionpeopleinGermanyaged14andoverindicatedthatthegroceriesfortheirhouseholdwerepurchasedontheinternetorinanonlineshop.ThisgraphshowstheresultsofasurveyinGermanyonthepurchaseofgroceriesusingtheinternetorfromonlineshopsfrom2019to2023.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachNumberofindividualsinGermanywhousesmallandindependentstores(e.g.,kiosks,cornerstores)fortheirhouseholdgroceryshoppingfrom2019to2023(inmillions)Groceries:numberofshoppersusingsmallandindependentstoresGermanyin20232519.39201510518.8318.3917.5817.0502019202020212022202332Description:ThisstatisticdisplaystheresultsofasurveyinGermanyaboutthepurchaseofgroceriesinsmallandindependentstoresbetween2019and2023.In2023,aprojected18.83millionpeoplepurchasedgroceriesfortheirhouseholdinsmallandindependentlocationssuchaskiosksandcornerstores.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;Germanspeakingpopulation.Source(s):IfDAllensbachNumberofpeopleinGermanywhopreferregionalproductsfromhomewhengoinggroceryshoppingfrom2019to2023(inmillions)NumberofpeoplebuyingregionalfoodproductsinGermany2019-20234538.7638.9740353025201510537.9337.6136.1502019202020212022202333/statistics/1154234/regional-food-products-shopping-germanyIn2023,around37.93millionGermanconsumerspreferredtobuyregionalproductswhengroceryshopping.Thiswasadecreasecomparedtotheyearbefore,otherwisenumbershadbeenincreasingannuallyduringthespecifiedtimeperiod.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachShareoforganicfoodintotalspendingongroceriesinGermanyfrom2004to2022OrganicfoodshareintotalspendingongroceriesinGermany2004-20228%7%6%5%7.2%6.9%6.7%6.1%5.4%5.3%5.2%4.8%4.4%4.1%3.9%4%3%2%1%0%3.6%3.3%3.2%3.2%2.9%20072.5%20062%1.7%2004200520082009201020112012201320142015201620172018201920202021202234Description:MostrecentlytheshareoforganicfoodintotalspendingongroceriesinGermanyamountedto6.9percent.Duringthespecifiedtimeperiod,thisshareincreased,especiallycomparedto2004,whenonly1.7oftotalfoodspendingwasmadeupoforganicproducts.ReadmoreNote(s):Germany;2004to2022Source(s):GfKShareofpeoplepayingattentiontosugar,fatandsaltcontentinprocessedandconveniencefoodsinGermanyin2022Shareofpeoplepayingattentiontosugar,fatandsaltcontentinfoodsGermany2022AlwaysUsuallyRarelyNever38%Donotknow40%35%30%25%20%15%10%5%38%37%35%29%27%21%20%16%16%12%8%1%1%1%0%SugarFatsSalt35Description:In2022,around21percentofGermanconsumersalwayspaidattentiontothesugarcontentinprocessedandconveniencefoodswhenshopping.12percentofconsumersalwayspaidattentiontofatsand8percentdidthesameforsaltcontent.ThefiguresarebasedonasurveyconductedinGermanyinspring2022.ReadmoreNote(s):Germany;February23toMarch2022;1,000respondents;14yearsandolderSource(s):BMELCHAPTER

05ProductsPurchaseintentionbycategoryinGermanyasofJune2023PurchaseintentionbycategoryinGermany2023Shareofrespondents0%5%10%15%20%25%24%30%35%SmartphonesHouseholdappliancesFurniture&householdgoodsPCs/laptops33%23%21%TV&HiFi17%Cars13%SportsequipmentMotorcycles10%5%NoneoftheaboveDon'tknow18%14%37Description:"Smartphones"and"Householdappliances"arethetoptwoanswersamongGermanconsumersinoursurveyonthesubjectof"Purchaseintentionbycategory".ReadmoreNote(s):Germany;July2022toJune2023;5994respondents;18-64yearsSource(s):ConsumerInsightsCategoriesshoppedonlineandinphysicalstoresinGermanyin2022ProductgroupsboughtonlineandinphysicalstoresinGermany2022ShareofrespondentsIn-store20%Online30%0%10%40%50%60%70%AutomotivesparepartsoraccessoriesChildrenproductsClothingandshoesElectronicsEntertainmentEroticmaterialsandtoysGroceriesBeautyHomeandgardenJewelryandaccessoriesLeisure,sportandhobbyPharmaceuticalproducts38Description:Inthefourthquarterof2022,about46percentofpeopleinGermanyboughtclothesandshoesonline,comparedto28percentofpeoplewhoboththeseitemsinstores.Similarly,47percentalsopreferredbuyingelectronicsonlinetoin-store.

ReadmoreNote(s):Germany;Q42022;atleast1,000;18yearsandolderSource(s):Klarna;NepaSourcesofinformationaboutproductsinGermanyasofJune2023SourcesofinformationaboutproductsinGermany2023Shareofrespondents0%10%20%30%40%50%60%Searchengines(e.g.,Google)Onlinestores62%43%InthestoreCustomerreviewsFriendsandacquaintancesPricecomparisonwebsitesBrandwebsitesandapps32%30%30%29%24%SocialmediawebsitesandappsVideowebsitesandapps(e.g.,YouTube)Onlineforums19%19%17%CouponanddealwebsitesandappsMagazinesandnewspapersMagazineandnewspaperwebsitesandapps11%11%10%39Description:62percentofGermanrespondentsansweroursurveyon"Sourcesofinformationaboutproducts"with"Searchengines(e.g.,Google)".Thesurveywasconductedin2023,among5,994consumers.

ReadmoreNote(s):Germany;July2022toJune2023;5994respondents;18-64yearsSource(s):ConsumerInsightsSourcesofinspirationfornewproductsinGermanyasofJune2023SourcesofinspirationfornewproductsinGermany2023Shareofrespondents0%10%20%30%40%50%FriendsandacquaintancesSearchengines(e.g.,Google)Onlinestores54%50%46%Inthestore40%SocialmediawebsitesandappsVideowebsitesandapps(e.g.,YouTube)MagazinesandnewspapersPricecomparisonwebsitesBrandwebsitesandapps37%27%26%23%22%21%CustomerreviewsCouponanddealwebsitesandappsMagazineandnewspaperwebsitesandappsOnlineforums19%16%16%40Description:"Friendsandacquaintances"and"Searchengines(e.g.,Google)"arethetoptwoanswersamongGermanconsumersinoursurv