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German Consumer Lifestyles: Technology and the Environment - November 2012

Mintel's Continental Europe Consumer Lifestyles reports analyse consumer data across four countries: France, Germany, Spain and Italy.

The first set of individual country reports published in July focus on consumer attitudes towards health, cooking, food shopping, the economy and their finances. The second set, published in November, examine attitudes towards sustainability, technology and finance.

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Table of contents

  1. European Consumer Target Groups

    • European Consumer Lifestyles
      • Category-specific data
        • Methodology
          • Five target groups
              • Figure 1: Target groups among German, French, Italian and Spanish consumers, % point difference vs average, September 2012
          • German Target Groups

            • Introduction
              • Figure 2: Target groups among German consumers, September 2012
          • Executive Summary

            • Shrewd Shoppers maintain a disciplined control of costs
              • Low Budget Creatives’ budget restrictions increase their resourcefulness
                • Risk Averse are price-sensitive and pessimistic in their outlook
                  • Affluent Early Adopters won’t accept corporate greenwashing at face value
                    • Routine Shoppers rely on brand experience to make safe and popular choices
                    • Shrewd Shoppers (27%)

                      • Key points
                        • Who are they?
                          • Figure 3: Demographic profile of Shrewd Shoppers, September 2012
                        • Shopper profile
                          • Figure 4: Top five psychographic statements, Shrewd Shoppers vs average target group response, Germany, September 2012
                        • Their financial outlook
                          • Green lifestyles – attitudes and behaviour
                            • Green behaviour
                              • Reasons for not prioritising being green
                                • Figure 5: Attitudes towards ‘being green’, Shrewd Shoppers vs average target group response, September 2012
                              • What it means?
                                • Technology – ownership and behaviour
                                  • Internet access
                                    • Online activities
                                      • What it means
                                      • Low Budget Creatives (12%)

                                        • Key points
                                          • Who are they?
                                            • Figure 6: Demographic profile of Low Budget Creatives, September 2012
                                          • Shopper profile
                                            • Figure 7: Top five psychographic statements, Low Budget Creatives vs average target group response, Germany, September 2012
                                          • Their financial outlook
                                            • Green lifestyles – attitudes and behaviour
                                              • Green behaviour
                                                • Reasons for not prioritising being green
                                                  • Figure 8: Attitudes towards ‘being green’, Low Budget Creatives vs average target group response, September 2012
                                                • What it means?
                                                  • Technology – ownership and behaviour
                                                    • Figure 9: Smartphone ownership (household/personally owned), by target groups, Germany, September 2012
                                                  • Online activities
                                                    • What it means
                                                    • Risk Averse (14%)

                                                      • Key points
                                                        • Who are they?
                                                          • Figure 10: Demographic profile of Risk Averse, September 2012
                                                        • Shopper profile
                                                          • Figure 11: Top five psychographic statements, Risk Averse vs average target group response, Germany, September 2012
                                                        • Their financial outlook
                                                          • Green lifestyles – attitudes and behaviour
                                                            • Green behaviour
                                                              • Reasons for not prioritising being green
                                                                • Figure 12: Attitudes towards ‘being green’, Risk Averse vs average target group response, September 2012
                                                              • What it means?
                                                                • Technology – ownership and behaviour
                                                                  • Online activities
                                                                    • What it means
                                                                    • Early Adopters (19%)

                                                                      • Key points
                                                                        • Who are they?
                                                                          • Figure 13: Demographic profile of Early Adopters, September 2012
                                                                        • Shopper profile
                                                                          • Figure 14: Top five psychographic statements, Early Adopters vs average target group response, Germany, September 2012
                                                                        • Their financial outlook
                                                                          • Green lifestyles – attitudes and behaviour
                                                                            • Green behaviour
                                                                              • Reasons for not prioritising being green
                                                                                • Figure 15: Attitudes towards ‘being green’, Early Adopters vs average target group response, September 2012
                                                                              • What it means?
                                                                                • Technology – ownership and behaviour
                                                                                  • Online activities
                                                                                    • Figure 16: Methods of internet access, Early Adopters vs average target group response, Germany, September 2012
                                                                                  • What it means
                                                                                  • Routine Shoppers (28%)

                                                                                    • Key points
                                                                                      • Who are they?
                                                                                        • Figure 17: Demographic profile of Routine Shoppers, September 2012
                                                                                      • Shopper profile
                                                                                          • Figure 18: Top five psychographic statements, Routine Shoppers vs average target group response, Germany, September 2012
                                                                                        • Their financial outlook
                                                                                          • Green lifestyles – attitudes and behaviour
                                                                                            • Green behaviour
                                                                                              • Reasons for not prioritising being green
                                                                                                • Figure 19: Reasons for not prioritising “being green”, Routine Shoppers vs average target group response, September 2012
                                                                                              • What it means?
                                                                                                • Technology – ownership and behaviour
                                                                                                  • Online activities
                                                                                                    • What it means
                                                                                                    • Appendix – Consumer Target Groups

                                                                                                        • Figure 20: European target groups, September 2012
                                                                                                        • Figure 21: Psychographic segmentation, by target groups, Germany, September 2012
                                                                                                        • Figure 22: Target groups, by demographics, Germany, September 2012
                                                                                                    • Appendix – Financial Tracker

                                                                                                        • Figure 23: Current financial situation, by target group, Germany, May 2012
                                                                                                        • Figure 24: Financial situation compared to last year, by target group, Germany, May 2012
                                                                                                        • Figure 25: Financial confidence, by target group, Germany, May 2012
                                                                                                        • Figure 26: Impact of the slowdown, by target group, Germany, May 2012
                                                                                                    • Appendix – Green Lifestyles Tracker

                                                                                                        • Figure 27: Reasons for not prioritising "being green", by target groups, Germany, September 2012
                                                                                                        • Figure 28: Green behaviour, by target groups, Germany, September 2012
                                                                                                        • Figure 29: Attitudes towards "being green", by target groups, Germany, September 2012
                                                                                                    • Appendix – Technology Tracker

                                                                                                        • Figure 30: Technology products owned by household/ personally owned, by target groups, Germany, September 2012
                                                                                                        • Figure 31: Technology products owned by household/ personally owned, by target groups, Germany, September 2012
                                                                                                        • Figure 32: Internet access, by target groups, Germany, September 2012
                                                                                                        • Figure 33: Online activities, by target groups, Germany, September 2012
                                                                                                        • Figure 34: Online activities, by target groups, Germany, September 2012
                                                                                                        • Figure 35: Online activities, by target groups, Germany, September 2012

                                                                                                    Companies Covered

                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                    German Consumer Lifestyles: Technology and the Environment - November 2012

                                                                                                    £1,295.00 (Excl.Tax)