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CONSUMERS&BRANDSTarget
audience:
consumers
inSchleswig-Holstein
(Germany)Consumer
Insights
ReportFebruary2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
thatliveinSchleswig-Holstein
and
compares
themto
theaverage
consumerinGermany.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inSchleswig-Holstein(Germany):
who
theyare;
what
theylike;
whattheythink;
andhow
to
reach
them.
Itprovides
insightsontheirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inSchleswig-Holstein(’’region’’)
againsttheaverage
German
consumer,labelled
as’’country’’
inthecharts.American
Englishoffered
asanalternativeRegion:
56countriesNumberofrespondents:?
12,000+
forcountries
with
theextended
survey(including
Germany)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedregularly
andisbased
ondataFieldwork:from
theConsumer
InsightsGlobal
survey.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
February2024Sources:Consumers
in
Schleswig-Holstein
(Germany)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsConsumers
inSchleswig-Holstein
tendtobeolder,
40%
are
partofGenerationX.Being
successful
hasless
importance
toconsumers
inSchleswig-Holstein
thanto
Schleswig-Holstein
thinkthathousingistheaverage
consumer
inGermany.Arelatively
highshare
ofconsumers
inConsumers
inSchleswig-Holstein
tendtogo
tothe
movies
less
often
than
theaverage
consumer
inGermany.anissuethatneeds
tobeaddressed.38%
ofconsumers
inSchleswig-Holstein
Politicsandsociety
arerelativelyMany
consumers
inSchleswig-Holsteinhavecentrist
political
views.68%
ofconsumers
inSchleswig-Holsteinareactive
onFacebook.havealow
household
income.prevalent
interests
of
consumers
inSchleswig-Holstein.Many
consumers
inSchleswig-Holsteinliveinsmall
towns
and
ruralcommunities.37%
ofconsumers
inSchleswig-Holstein
Consumers
inSchleswig-HolsteinConsumers
in
Schleswig-Holstein
aremore
likely
tohavepetsasahobbythan
theeconomic
situationof
Germany.theaverage
consumer
inGermany.areneither
positive
nornegative
aboutremember
gettingadsbymail
moreoften
than
theaverage
consumer
inGermany.Schleswig-Holstein
hasarather
smallmigrant
community.41%
ofconsumers
inSchleswig-Holsteinareneither
optimistic
norpessimisticabouttheirpersonal
future.Consumers
inSchleswig-Holstein
aremore
likely
tofollow
handball
than
theaverage
consumer
inGermany.46%
ofconsumers
inSchleswig-Holsteinremember
seeing
advertising
on
videoportals.3Sources:Consumer
Insights
Global
as
of
February2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4Consumers
in
Schleswig-Holstein
tend
to
be
older,
40%are
part
of
Generation
XGeneral
demographics:
age&household
compositionGenerationsHouseholdtypeSingle27%24%14%34%17%30%29%CoupleSingleparentNuclear
family8%7%40%27%23%25%34%Multi-generationalfamily1%2%7%9%Related
adultsOther19%15%3%4%RegionCountryBoomersGen
XMillennialsGen
ZRegionCountry5Notes:’’Howoldareyou?’’;
Single
Pick;Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1138
respondentsin
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Sources:38%
of
consumers
in
Schleswig-Holstein
have
a
lowhousehold
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets28%73%30%32%30%33%33%33%83%86%70%38%17%14%RegionCountryRegionCountryRegionLowCountryMiddle
HighWorkingNot-workingGoodsServices6Notes:Recodes
based
on:’’Which
ofthe
following
categoriesbest
describes
your
currentemployment
status?’’;Single
Pick;’’Which
ofthe
following
categoriesbest
describes
yourcurrentjob
sector?’’;
Single
Pick;
’’Monthly/annualhousehold
income
(local
currency)’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Sources:Many
consumers
in
Schleswig-Holstein
live
in
small
towns
andruralcommunitiesGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership56%60%40%61%39%60%40%64%77%44%36%23%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938respondents
in
GermanySources:Consumer
Insights
Global
as
of
February2024Schleswig-Holstein
has
a
rather
small
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community70%79%93%95%30%21%7%5%RegionCountryRegionCountryMigrant
backgroundNomigrant
backgroundLGBTQ+
communityNot
LGBTQ+8Notes:’’Were
youoryour
parents
bornoutside
ofyour
currentcountry
ofresidence?’’;Multi
Pick;
’’Do
youconsider
yourself
part
ofthe
LGBTQ+community?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1138respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionBeing
successful
has
less
importance
to
consumers
in
Schleswig-Holstein
thanto
the
average
consumer
in
GermanyConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSchleswig-Holstein53%53%46%41%41%
42%40%36%37%
36%31%29%21%20%20%16%11%10%8%8%AhappyrelationshipAn
honest
Safety
andMakingmy
owndecisionsHavingagood
timeSocialjusticeLearningTobeAdvancing
Traditionsandrespectablelifesecuritynew
things
successful
my
careerRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Politics
and
society
are
relativelyprevalent
interests
of
consumers
in
Schleswig-HolsteinConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinSchleswig-Holstein52%50%46%45%44%43%42%42%42%40%36%36%34%
34%34%33%32%31%31%29%Movies,TVshows&musicTravelFood
&diningPolitics&societyHealth
&fitnessHome
&gardenSportsHistoryScience
&
Finance&technology
economyRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
are
more
likely
to
have
pets
as
a
hobby
thanthe
average
consumer
in
GermanyConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinSchleswig-Holstein48%47%46%44%44%42%
41%41%40%38%
38%36%35%35%33%32%30%29%29%25%Socializing
Cooking/bakingReadingOutdooractivitiesPetsTravelingCountryDoingsportsandfitnessGardeningandplants
computers
arts&craftsTech
&DIYandRegion12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
participate
in
similar
sports
and
activities
asthe
average
consumerConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinSchleswig-Holstein21%20%19%19%18%19%16%15%15%14%11%10%10%9%9%9%7%6%5%5%Fitness,aerobics&cardioHikingRunning&joggingSwimming&divingCyclingRegionYoga
&pilatesSoccerDancing
BadmintonTableTennisCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=594
respondents
in
Schleswig-Holstein,
n=18632
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
are
more
likely
to
follow
handball
than
theaverage
consumer
in
GermanyConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinSchleswig-Holstein26%25%14%9%9%8%8%8%8%8%7%7%6%7%7%6%6%6%6%5%SoccerHandball
AmericanfootballTennisAthletics(track&field)Basketball
IceHockeyCountryBoxing
Motorsports
CyclingRegion14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=388
respondents
in
Schleswig-Holstein,
n=12130
respondents
in
GermanyConsumer
Insights
Global
as
of
February202458%
of
consumers
in
Schleswig-Holstein
are
laggards
or
in
the
late
majority
ofinnovation
adoptionConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSchleswig-Holstein41%37%36%32%18%16%10%9%1%1%InnovatorsEarly
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024CHAPTER
03Perspective
and
outlook?
Challenges
facing
thecountry?
Politics?
View
on
country’seconomic
situation?
View
on
personal
economic
situation?
Economic
concerns?
View
on
personal
future16A
relatively
high
share
of
consumers
in
Schleswig-Holstein
think
that
housing
isan
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
consumersinSchleswig-Holstein60%55%49%43%42%41%40%41%39%40%38%37%37%36%36%36%35%35%34%33%Rising
prices
Housing
Immigration
HealthClimatechangePovertyCountryEducationEnviron-mentEconomicsituationCrime/inflation/andsocialsecuritycost
of
livingRegion17
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1138
respondents
in
Schleswig-Holstein,n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Many
consumers
in
Schleswig-Holstein
have
centrist
political
viewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinSchleswig-HolsteinRegion24%46%16%15%Country20%44%20%17%LeftCenterRightPrefer
notto
answer18
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;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February202437%
of
consumers
in
Schleswig-Holstein
are
neither
positive
nor
negative
aboutthe
economic
situation
of
GermanyPerspective
andoutlook:
view
on
economic
situation
ofGermanyPerceivedeconomic
situation
of
Germany
by
consumersinSchleswig-HolsteinRegion10%32%37%15%5%5%Country14%33%33%14%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
are
more
negative
about
their
personaleconomic
situation
than
the
average
consumer
in
GermanyPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinSchleswig-HolsteinRegion8%31%37%18%6%Country12%33%35%15%6%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
are
moreaffected
by
rising
prices
andincreased
cost
of
living
than
the
average
consumer
in
GermanyPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinSchleswig-Holstein65%60%58%54%26%26%25%24%6%5%My
cost
of
livinghasincreased
notablyIhavebeen
trying
tospend
lessmoney
inthepast12
monthIamworried
aboutnotbeing
abletopaymy
billsIamworried
aboutviolence
andpublicunrestsinmyIhavelost
my
jobinthepast12
monthscountry
of
residenceRegionCountry21
Notes:Sources:’’Which
ofthese
statements
apply
toyouwhen
youconsider
youreveryday
life
in
the
past12
months?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;Base:n=1138
respondents
in
Schleswig-Holstein,
n=35938respondents
in
GermanyConsumer
Insights
Global
as
of
February202441%
of
consumers
in
Schleswig-Holstein
are
neither
optimistic
nor
pessimisticabout
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinSchleswig-HolsteinRegion8%28%41%18%5%Country13%30%36%16%6%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
Schleswig-Holstein
tend
to
go
to
the
movies
less
often
than
theaverage
consumer
in
GermanyMarketing
touchpoints:media
usageType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks80%78%71%70%66%67%48%
48%46%41%40%37%37%36%31%30%29%29%28%24%20%19%TVRadioDigitalvideo
Digitalmusic
Onlinenewscontent
content
websitesMagazinesDailynewspapersCountryPodcastsOnlinemagazinesMovies
/cinemaWeeklynewspapersRegion24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February202446%
of
consumers
in
Schleswig-Holstein
remember
seeing
advertising
on
videoportalsMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks46%45%43%42%41%39%38%38%29%27%27%26%25%24%23%
23%19%19%17%17%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreamingservicesNewsletters
WebsitesandappsVideogamesEditorialwebsitesandappsMusicportalsof
brandsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February202468%
of
consumers
in
Schleswig-Holstein
are
active
on
FacebookMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinSchleswig-Holstein69%68%67%65%61%60%38%36%26%25%20%20%19%18%16%13%13%10%9%7%YouTubeFacebook
InstagramTikTokPinterestRegionTwitterSnapchatLinkedInTwitchXingCountry26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=956
respondents
in
Schleswig-Holstein,
n=30382
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
access
the
internet
via
a
smartwatch
lessoften
than
the
average
consumer
in
GermanyMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSchleswig-Holstein
useregularly
toaccesstheinternet93%92%65%64%57%56%52%
51%44%43%34%31%28%27%26%25%25%24%SmartphoneLaptopSmart
TVTabletDesktop
PCGamingconsoleSmartspeakersSmartwatch
StreamingdeviceRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1138
respondents
in
Schleswig-Holstein,
n=35938
respondents
in
GermanyConsumer
Insights
Global
as
of
February2024Consumers
in
Schleswig-Holstein
remember
getting
ads
by
more
oftenthan
the
average
consumer
in
GermanyMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks48%45%40%40%
40%39%38%37%34%
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