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Description

Description

German women value equality, out-dated gender portrayals in advertising risk offending them. COVID-19 changes their perceptions of advertising in the medium term.

Mainga Hachibiti, Research Analyst - Consumer Lifestyles

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • What consumers want and why
    • [Graph] Germany: agreement that men are more likely than women to ignore health problems, women vs men, October 2019
    • Opportunities
  2. market drivers

    • [Graph] Germany: "How worried are you about the risk of being exposed to the Coronavirus (also known as COVID-19)?", March 3-16, 2020
    • [Graph] Germany: "To what extent are you worried about how the outbreak might affect your lifestyle?", March 3-16, 2020
    • [Graph] Germany: number of live births (000s), 2010-18
    • [Graph] Germany: employment rate by gender and age, 2008 vs 2018
    • [Graph] Germany: flexible working arrangements, by gender, 2017
    • [Graph] Germany: students enrolled in STEM courses (000s), by gender, 2016-19
    • [Graph] Germany: who shops for groceries, by gender, June 2019
    • [Graph] Germany: average daily time spent on activities*, by gender, October 2019
    • [Graph] Germany: internet activities for private purposes, by gender, September 2019
    • [Graph] Germany: share of maximum population projections for women, by age group, 2020-30
  3. What consumers want, and why

    • Interest in category advertising
    • [Graph] Germany: women's interest in sector advertising, October 2019
    • [Graph] Germany: interest in sector advertising, women vs men, October 2019
    • [Graph] Germany: women's interest in fashion and beauty advertising, by age, October 2019
    • [Graph] Germany: interest in advertising for technology (eg smartphones, televisions), women vs men, October 2019
    • [Graph] Germany: women's interest in financial services advertising, by working status, October 2019
    • Interest in advertising media
    • [Graph] Germany: appeal of advertising mediums to women, October 2019
    • [Graph] Germany: interest in TV and print advertising, by age, Oct 2019
    • [Graph] Germany: reading news websites/blogs electronically, by gender and age, July 2019
    • [Graph] Germany: top three advertising media among parents of under-16s, October 2019
    • [Graph] Germany: women's interest in types of online advertising, by age, October 2019
    • [Graph] Germany: interest in social media advertising, women and men by age, October 2019
    • Interest in greater diversity in advertising
    • [Graph] Germany: women's interest in diversity in advertising, October 2019
    • [Graph] Germany: interest in diversity in advertising, women vs men, October 2019
    • [Graph] Germany: interest in seeing more diversity in advertising, women by age, October 2019
    • [Graph] Germany: interest in seeing more sexualities in advertising, women by age, October 2019
    • Attitudes towards stereotypes in advertising
    • [Graph] Germany: women's attitudes towards stereotypes in advertising, October 2019
    • [Graph] Germany: agreement with statements on diversity in advertising, women by age, October 2019
    • [Graph] Germany: agreement with select statements on stereotypes in advertising, women by age, October 2019
    • How to make advertising memorable
    • [Graph] Germany: memorable elements in advertising campaigns, women, October 2019
    • [Graph] Germany: memorable elements in advertising campaigns, women vs men, October 2019
    • How women respond to advertising
    • [Graph] Germany: women's behaviours around advertising in the last six months, October 2019
    • [Graph] Women's behaviours around advertising in the last six months that are positive for brands, by age, October 2019
    • [Graph] Germany: women's behaviour's around advertising in the last six months that are negative for brands, by age, october 2019
    • [Graph] Germany: women's behaviours around advertising in the last 6 months, by age, October 2019
    • Attitudes towards social stereotypes
    • [Graph] Germany: women's attitudes towards social stereotypes, October 2019
    • [Graph] Germany: attitudes towards social stereotypes, women vs men, October 2019
    • [Graph] Germany: women's agreement with gender-based social stereotypes, by age, October 2019
    • [Graph] Germany: women's attitudes towards age- and relationship-based social stereotypes, by age, October 2019
  4. Launch activity and innovation

    • [Graph] Germany: new product launches with a female claim, by category, 2016-19
  5. Appendix

    • Appendix – consumer research methodology

About the report

This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly 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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