Germany Digital Lives of Consumers Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany Digital Lives of Consumers Market Report 2024. Our full report is packed with consumer-led market intelligence and consumer behaviours affecting the German digital trends market. Get a 360° view of the digital lives of German consumers including a forecast 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 outlook on the German digital trends market, including market drivers and expert insights.
• Devices consumers typically use for online activities, including purchasing products/services and streaming TV shows/films.
• Consumer attitudes towards digital technology, including if advice from AI is valuable and how comfortable Germans are taking advice from AI.
• Consumer behaviours regarding digital technology, including the perception that the internet has become increasingly dangerous.
• How your business can tap into opportunities to increase your market share.

An Overview of the German Digital Trends Market

The consumer electronics market declined in value in 2023 and continues to come under pressure due to tight consumer budgets and their cautious spending behaviours. However, the digital world will continue to be central to consumers’ lives with continued ambitions to balance digital with real world activities.

Moreover, Mintel’s Germany digital trends report shows that the importance of AI to consumers’ lives will continue to grow, increasingly changing the way they search and shop online, and causing consumer expectations regarding efficiency and personalisation online to rise.

Digital Consumer Research Report Germany: What Consumers Want and Why

• Online Engagement by German Consumers: 54% of consumers aged 16 to 24 consider interacting with others in online games to be a meaningful form of social interaction. While gaming and VR brands can resonate by promoting how they offer enhanced online interactions, this also highlights the potential of interactive online marketing.
• Consumers’ Digital Concerns: 61% of consumers feel that using the internet has become increasingly dangerous, affecting their behaviour when conducting online business. Brands must make sure consumers feel safe on their websites or apps to not miss out on traffic, engagement or purchases, for example by leveraging AI as safety assistants.
• German Consumers and AI: Brands have the opportunity to increase their AI offering as 39% of 16 to 34-year-olds consider advice from AI to be as valuable as advice from humans, and close to half of them are open to sharing personal data with AI for personalised advice.

German Digital Trends Market Forecast

• Going forward, personalised AI assistants will become increasingly sophisticated, enhancing the utility of wearables.
• VR headsets will also become more advanced and will be increasingly adopted, in particular by younger consumers, as a complement to established devices.

To learn how to connect with your audience, purchase our Germany Digital Trends Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Samsung, Amazon, Google, Apple, Zalando, Coca-Cola, BVB, Logitech, YouTube, Wally, LinkedIn, Nike, Batiste, Forest, Snapchat, Netflix, TikTok, and many more.

Products: VR headsets, smartphones, tablets, laptop computers, tablet computers, smartwatches, portable game consoles, digital/video cameras, basic mobile phones, fitness bands, HD televisions, DVD/blue-ray players, static game consoles, voice controlled smart speakers, ultra-high definition televisions, standard definition televisions, and more.

Additional Features Included with Your Purchase:

• Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
• Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
• Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights on the German Digital Trends Market

This report, written by Jan Urbanek, Principal Analyst, delivers in-depth commentary and analysis to highlight digital consumer trends in Germany and add expert context to the numbers.

Our digital consumer research report Germany shows that the growing prominence of AI will change consumers’ digital behaviours, especially when shopping and researching online. Enthusiastic, younger consumers in particular will be driving AI usage and growth.

Jan Urbanek
Principal Analyst