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Description

Description

Covered in this report

The gender stereotypes that have men being more interested in gadgets and women in fashion hold true in Germany. Male interest in advertising for electronics, at 44%, is three times higher than female interest (14%), while men's interest in car/motorbike advertisements (20%) is seven times higher than women's interest in this (3%). Compared to women, men take far less interest in advertising for food, fashion and grooming products.


Although ownership of most items of technology are owned by similar proportions of men as women, men tend to replace their gadgets more frequently. For example, 31% of men own a mobile phone/phone contract that is under 12 months old vs 24% of women and 27% of men have a laptop/desktop computer that is less than 12 months old vs 15% of women.

While German men still conform to some 'male' gender stereotypes, such as having high interest in cars and gadgets, many more of them are also taking on more household and family duties.

Heidi Lanschützer, Food & Drink Analyst, Germany

EXECUTIVE SUMMARY

  • Market context
  • What consumers want, and why
  • Opportunities

MARKET DRIVERS

WHAT CONSUMERS WANT, AND WHY

  • Interest in category advertising
  • Interest in advertising media
  • Interest in greater diversity in advertising
  • Attitudes towards stereotypes in advertising
  • How to make advertising memorable
  • How men respond to advertising
  • Attitudes towards social stereotypes

LAUNCH ACTIVITY AND INNOVATION

APPENDIX

  • Appendix – consumer research methodology

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • What consumers want, and why
    • Opportunities
  2. market drivers

    • [Graph] Germany: share of maximum population projections for men, by age group, 2020-30
    • [Graph] Germany: employment rate by gender and age, 2008 vs 2018
    • [Graph] Germany: who shops for groceries, by gender, June 2019
    • [Graph] Germany: who cleans the home, by gender, 2018
    • [Graph] Germany: average daily time use on selected activities, by gender, October 2019
    • [Graph] Germany: GDP % change by quarter, Q1 2015-Q3 2019
  3. What consumers want, and why

    • Interest in category advertising
    • [Graph] Germany: men's interest in sector advertising, October 2019
    • [Graph] Germany: interest in sector advertising, men vs women, October 2019
    • [Graph] Germany: men's interest in advertising for technology and cars, by age, October 2019
    • [Graph] Germany: personal ownership of select technology products, by gender, Q4 2018
    • [Graph] Germany: selected electronic equipment bought in the last 12 months, by gender, November 2019
    • [Graph] Germany: men's interest in travel advertising, by age, October 2019
    • [Graph] Germany: purchase of beauty and personal care products in the last 12 months, 2018
    • [Graph] Germany: top five sources of grooming inspiration for men, by age, September 2019
    • Interest in advertising media
    • [Graph] Germany: appeal of advertising mediums to men, October 2019
    • [Graph] Germany: interest in online forms of advertising, by age, October 2019
    • [Graph] Germany: top five ways of accessing the internet, men by age, July 2017
    • Interest in greater diversity in advertising
    • [Graph] Germany: men's interest in diversity in advertising, October 2019
    • [Graph] Germany: interest in diversity in advertising, men vs women, October 2019
    • [Graph] Germany: interest in seeing more diversity in advertising, men by age, October 2019
    • [Graph] Germany: interest in seeing more diversity in advertising, men by age, October 2019
    • Attitudes towards stereotypes in advertising
    • [Graph] Germany: men's attitudes towards stereotypes in advertising, October 2019
    • [Graph] Germany: agreement with selected statements on stereotypes in advertising, by age, October 2019
    • [Graph] Germany: agreement with statements on diversity in advertising, by age, October 2019
    • How to make advertising memorable
    • [Graph] Germany: memorable elements in advertising campaigns, men, October 2019
    • [Graph] Germany: memorable elements in advertising campaigns, men vs women, October 2019
    • [Graph] Germany: "I am more likely to remember advertising campaigns that..." men by age, October 2019
    • How men respond to advertising
    • [Graph] Germany: men's behaviours around advertising in the last 6 months, October 20189
    • [Graph] Germany: men's behaviours around advertising in the last 6 months that are positive for brands, by age, October 2019
    • [Graph] Germany: men's behaviours around advertising in the last 6 months that are negative for brands, by age, October 2019
    • Attitudes towards social stereotypes
    • [Graph] Germany: men's attitudes towards social stereotypes, October 2019
    • [Graph] Germany: attitudes towards social stereotypes, men vs women, October 2019
    • [Graph] Germany: men's agreement with gender-based social stereotypes, by age, October 2019
    • [Graph] Germany: men's attitudes towards age- and relationship-based social stereotypes, by age, October 2019
  4. Launch activity and innovation

    • [Graph] Germany: product launches with a male claim, by category, Jan 2016-Dec 2019
  5. Appendix

    • Appendix – consumer research methodology

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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