Stay ahead of the curve and future-proof your business with Mintel’s Germany Attitudes Towards Emerging Tech Market Report 2023. Our full report is packed with consumer-led market intelligence, technology trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the technology sector in Germany including a forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed German technology market outlook, including expert insights, and market drivers.
- The impact of the cost-of-living crisis on emerging technologies.
- Attitudes towards emerging tech trends in Germany: Consumer approach to adopting emerging tech and interest in/use of new technologies.
- The perceived impact of AI on different areas, including shopping, healthcare, and the job market.
- Technologies German consumers are most excited to see development for in the future.
An Overview of the German Tech Industry
Generative AI is at the forefront of emerging technologies in 2023 and comes with a wide range of opportunities. Despite its current limitations, a growing number of brands in the German tech industry seek to capitalise on Generative AI by implementing it in their products or services.
As 45% of Germans are already interested in using chatbots, Generative AI will continue to drive the development of other technologies, such as XR devices and metaverse experiences.
Technology Trends in Germany: What Consumers Want and Why
- Consumer Interaction with the German Technology Market: Advances in the use and implementation of Generative AI will continue to change how people interact with technology. German consumers in particular look forward to AI helping them find information, presenting opportunities for brands to implement AI tools and features into their products and services.
- Technology Trends in Germany: 44% of 16 to 34-year-olds think art generated by AI can be just as appealing as art created by humans, highlighting significant opportunities for brands to use AI for content generation when targeting younger adults, such as with content for streaming services or advertising.
- Attitudes Towards Emerging Tech Trends in Germany: Germans overall – and 40% of women – tend to perceive the impact of AI on the job market and human interactions negatively. To capitalise on the power of AI, brands need to adopt a positive narrative around AI, by highlighting how it can free up time for more interpersonal tasks in the workplace.
German Technology Market Forecast
- XR devices will become increasingly sophisticated with a growing number of AR glasses and headsets entering the German technology market. This will open new angles for brands to virtually engage consumers.
To learn how to connect with your audience, purchase our Attitudes Towards Emerging Tech Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Amazon, Grover, Heinz, Lidl, Microsoft, Twitch, YouTube, Roborock, Tesla, Apple, OpenAI, Expedia, Newegg, Coca-Cola, Google, Zalando, Serena, Nvidia, Netflix, and more.
Products: VR headsets, fibre broadbands, chatbots, Generative AI, cloud gaming, virtual reality, cryptocurrency, augmented reality, 5G, VR glasses, the metaverse, XR devices, and more.
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Expert Insights on the German Tech Industry
This report, written by Jan Urbanek, Principal Analyst, delivers in-depth commentary and analysis to highlight technology trends in Germany and add expert context to the numbers.
Generative AI offers a wealth of opportunities for brands in the technology sector in Germany, especially in engaging younger adults. However, addressing concerns such as AI’s impact on human interactions is key to enabling a smooth transition.
Jan Urbanek
Principal Analyst
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: perceived impact of technology on selected areas of life, 2023
- Graph 2: usage of emerging technologies, by net monthly household income, 2023
- Opportunities
- Graph 3: anticipated impact of AI on areas of life, 2023
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MARKET DRIVERS
- The German economy
- Graph 4: key economic data, in real terms, 2019-24
- Graph 5: usage of emerging technologies, by net monthly household income, 2023
- Graph 6: planned change in spending on technology and communication in next six months, by approach to emerging technologies, 2023
- Perceptions of technology
- Graph 7: perceived impact of technology on selected areas of life, 2023
- Graph 8: change in overall mental wellbeing compared to a year ago, 2022
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WHAT CONSUMERS WANT AND WHY
- Approach to adopting emerging technologies
- Graph 9: respondents who like to try emerging technologies as soon as they are available, by age & gender, 2023
- Graph 10: respondents who like to try emerging technologies as soon as they are available, by net monthly household income, 2023
- Use and interest in emerging technologies
- Graph 11: usage and interest in emerging technologies, 2023
- Graph 12: emerging technologies used, by approach to adopting emerging technologies, 2023
- Graph 13: usage of emerging technologies, by age, 2023
- Graph 14: consumers who have not used select technologies but are interested in doing so, by age, 2023
- Perceived impact of AI on areas of life
- Graph 15: anticipated impact of AI on areas of life, 2023
- Graph 16: perceived impact of AI on how we interact with each other, by age, 2023
- Graph 17: perceived impact of AI on the job market, by age, 2023
- Graph 18: perceived impact of AI on the job market, by age and gender, 2023
- Graph 19: perceived impact on varying areas, by negative perception of AI on human interactions, 2023
- Most engaging technology sectors for the future
- Graph 20: technologies most excited to see developments for in the future, 2023
- Graph 21: technologies most excited to see developments for in the future, by approach to adopting emerging tech, 2023
- Attitudes towards emerging technologies
- Graph 22: attitudes towards emerging technologies, 2023
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LAUNCH ACTIVITY AND INNOVATION
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
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