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EXECUTIVE SUMMARY
- The five-year outlook for the digital lives of consumers
- Market context
- Online presence is prevalent across age groups
- Graph 1: internet usage, by age, 2009-23
- Advances with AI will foster shifts in digital habits
- Mintel predicts
- Prepare for increasingly AI-assisted consumers
- Long term: prepare for growing VR adoption…
- …but see it as a complement to established devices
- Apple promotes the Vision Pro as the future of screens
- Opportunities
- Address growing concerns regarding safety online
- Embrace the reinforced importance of trust in the gen AI era
- Capitalise on the AI enthusiasm of 16-34s
- Engage younger consumers with interactive ads
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MARKET DRIVERS
- The German economy
- Inflation is still the key factor affecting consumers' finances
- The consumer electronics market takes a hit in Germany
- Digital habits will persist despite market challenges
- Use of digital technologies
- High device ownership facilitates digital lives in Germany
- Graph 2: devices personally owned*, 2024
- Graph 3: devices in the household*, 2024
- Online media consumption sees a decline after years marked by the pandemic
- Graph 4: daily online media consumption* (in mins), by age group, 2019-23
- Online media consumption sees a decline after years marked by the pandemic
- Cyber crime
- Cyber crime cases declined in 2022 – but appearances are deceptive
- Artificial intelligence
- Artificial intelligence is on the rise
- Graph 5: Google searches for the topic 'Künstliche Intelligenz' (Artificial Intelligence), 2022-23
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WHAT CONSUMERS WANT AND WHY
- Online activities
- The majority of Germans engage with online activities
- Cater to Germans' appreciation of efficiency with digital tech
- Graph 6: devices typically used for online activities (NET of any device used), by age, 2024
- Tap into the online entertainment demand of younger consumers
- Graph 7: devices typically used for online activities (NET of any device used), by age, 2024
- Address the growth potential for stock trading among females
- Graph 8: consumers who typically buy or sell stocks/shares online (NET any devices used), by gender & age, 2024
- Devices used for online activities
- Adapt to the preferred device for each task
- Graph 9: devices typically used for online activities (NET), 2024
- Don't neglect the desktop in this mobile era
- Cater to the device preferences of your target group
- Graph 10: devices typically used to purchase products/services, by age, 2024
- Ensure seamless cross-device experiences to resonate with younger consumers
- Graph 11: devices typically used to watch a TV show/film on a streaming service, by age, 2024
- Use of computers for online activities skews towards men
- Graph 12: typically using a laptop/desktop comptuer for selected online activities, by gender, 2024
- Tap into mens' desktop computer affinity
- Comfort with following AI recommendations
- Capitalise on the trust in AI recommendations among German consumers
- Graph 13: "I would be comfortable following the recommendations of Artificial Intelligence (AI) on…", 2024
- AI will elevate consumer expectations
- Align AI tools with established consumer habits
- Capitalise on the AI enthusiasm of younger Germans
- Samsung goes hard on promoting AI
- Harness the potential of gen AI in the medical domain
- Graph 14: consumers comfortable with following AI recommendations on medical issues, by age, 2024
- Google envisions an AI-powered future for personal health tech
- Use AI to assist younger Germans with a healthy lifestyle
- Prepare for AI-enhanced financial literacy
- Put the human element in AI fashion bots
- Capitalise on a scientific positioning with Dating AI
- Attitudes towards digital technologies
- Address growing distrust fostered by AI
- Graph 15: attitudes towards technology, 2024
- Building trust will be key in the gen AI era
- Tap into gaming to create meaningful brand touchpoints
- Graph 16: considering interactions in online games to be meaningful forms of social interactions, by age, 2024
- Empathise with younger consumers' social media concerns
- Behaviours regarding digital technologies
- Tap into the appeal of loyalty features
- Graph 17: behaviours regarding technology, 2024
- Address growing concerns regarding online safety
- Make safety your USP
- Harness the power of AI for user safety
- Google promotes its AI-empowered safety features with Chrome
- Capitalise on younger consumers' zero-party data
- Address consumers' urge for healthy digital habits
- Engage younger consumers with interactive ads
- Gen AI unlocks creation to anyone – tap it!
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
- Abbreviations
- Consumer research methodology
- A note on language
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.
Download Report SummaryOur 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
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