45% of Germans say that the rising cost of living caused them to switch to more affordable means of transport in their everyday life.
Even though privately owned cars are among the most popular means of transport in Germany (76% of consumers use a car owned by themselves/someone in their household frequently), about two in three Germans agree that the rising cost of living has made car ownership less affordable (eg increased fuel prices). Driven by a gradually increasing CO2 tax, experts expect further significant price increases for fuel over the coming two years.
This opens up chances for alternative mobility providers to cater to more price-sensitive car users and Car Rejecters by providing on-demand ride pooling as an add-on to their services and claiming it as a flexible and affordable alternative to the use of privately owned cars. Also, Mobility as a Service (MaaS) providers can target Indifferent Mobility Users by increasing their marketing efforts and highlighting the benefits of multimodal mobility more clearly (eg with the help of illustrative videos).
Tallying with the fact that 45% of Germans think that there should be a greater variety of services offered at travel hubs, brands across categories (eg retail, foodservice) are well-placed to embrace the potential of newly emerging travel hubs, for example by increasing brand awareness with the help of pop-up stores at multimodal mobility stations and urban cable car stations.
The rising cost of living has caused many Germans to switch to more affordable means of transport in their everyday life. Brands across categories can benefit from this by exploring the potential of newly emerging travel hubs (eg pop-up stores at multimodal mobility stations).
Dr. Jennifer Hendricks, Senior Analyst – Consumer Lifestyles, Germany
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-25
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on consumer mobility
- Graph 3: average price per liter, 2022-24
- Consumer lifestyle characteristics
- Graph 4: urban population, 1992-2022
- Regulatory and legislative changes
- Car ownership
- Transportation infrastructure
- Graph 5: percentage of population within walking distance of a bus or train stop with at least 28 departures per day vs satisfaction with departures at the nearest bus or train station, 2022
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WHAT CONSUMERS WANT AND WHY
- Frequency of using means of transport in everyday life
- Graph 6: means of transport used by frequency, 2024
- Graph 7: number of means of transport frequently used, by gender and age, 2024
- Graph 8: consumers who typically use selected hired means of transport in everyday life, by age, 2024
- Most important mobility requirements
- Graph 9: most important mobility requirements, by rank (NET), 2024
- Mobility behaviours
- Graph 10: mobility behaviours, 2024
- Attitudes towards mobility
- Graph 11: attitudes towards mobility, 2024
- Mobility user typologies
- Graph 12: mobility user group, by age, 2024
- Graph 13: mobility user group, by age, 2024
- Graph 14: mobility user group, by age, 2024
- Graph 15: mobility user group, by age, 2024
- Graph 16: mobility user group, by age, 2024
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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