Digital Trends in Germany Market Report 2022

The Digital Trends in Germany Market Report 2022 identifies consumers’ attitudes towards technological device ownership, digital wellbeing, and data privacy concerns. This report covers the digital trends in Germany market size, market forecast, market segmentation and industry trends for the German digital trends market.

Current Market Landscape

Smartphone ownership in Germany among over-65s has increased dramatically since 2019, as the older generation comes to recognise the benefits smartphones and driving upgrades can offer. As Germans spend more time at home and online as a result of the pandemic, the range of digital activities has expanded. Consumers increasingly turn to devices for all aspects of life, from financial management over gaming and shopping to health monitoring.

The increased focus on health and wellbeing throughout the pandemic has driven sales of wearables. Smartwatches are now more popular, and ownership continues to grow. Another result of COVID, and of brands removing the headphone jack from their devices, is a surge in wireless audio usage.

Digital Trends in Germany Market Share and Key Industry Trends

Growth in usage of devices and connectivity leads consumers to think more about data privacy. Increasing privacy concern acts as a barrier to device uptake, particularly for smart home devices and digital financial management. Consequently, brands need to allow consumers more control over how data is collected and used and provide clear support about how to keep themselves and their data safe.

Another reason for stagnation in new device uptake is, and will continue to be, caused by economic uncertainty and rising energy costs leading consumers to hold onto their smartphones for longer.

• 85% of Germans own a smartphone.
• 38% of 16-24-year-olds who own a laptop, smartphone or tablet or have a desktop computer in the household are cutting down on screen time.
• 51% of Germans plan to upgrade their smartphone in the next two years.
• 44% of Germans agree that spending more time at home during COVID-19 has made them more likely to buy smart home devices.

Future Market Trends in the German Digital Trends Market

Our Germany digital trends report shows increased usage of digital devices is fuelling screen time concerns, especially among younger consumers. There is opportunity for brands to step up their commitment towards helping consumers maintain healthy consumption habits and enhance digital wellbeing by offering tools to monitor device usage despite the reduction in quantity.

The move towards 5G provides further potential for market growth, as compatible smartphones allow consumers to benefit from the improved speeds available. Brands will need to use this opportunity to highlight new device capabilities and encourage consumers to upgrade.

Because VR ownership has remained somewhat stagnant due to its high costs, brands need to offer something that feels totally exclusive to virtual reality for it to catch on, e.g. immersive environments that provide a unique way to interact with others.

Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.

Quickly Understand

• Personal and household ownership of technology devices.
• Consumers’ concerns about data privacy and cyber security.
• Consumers’ concerns about personal screen time and digital wellbeing overall.
• Changing trends in personal and household ownership of technology devices.
• Activities carried out online and how this has changed compared to previous years.
• Potential for innovation on the digital trends market in Germany.

Covered in this Report

Products: Laptops/desktops, tablets, hybrid devices, smartphones, webcams, microphones, voice-controlled speakers, smart home technologies, in-home entertainment (DVD- and Blue-ray players), smartwatches, VR, and many more.

Brands: Apple, Samsung, Motorola, OnePlus, Huawei, Xiaomi, Oppo, Android, Dell, Asus, Sony, Amazon, Nintendo, Google, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the German digital trends market and adds expert context to the numbers.

As consumers’ concern over screen time increases, brands are well placed to provide tools that enhance digital wellbeing and encourage healthier device habits.

Jan Urbanek
Senior Consumer Technology Analyst