Stay ahead of the curve and future-proof your business with Mintel’s Future of Technology Germany Market Report 2024. Our full report is packed with consumer-led market intelligence, tech industry Germany trends, and consumer behaviours. Get a 360° view of the tech industry in Germany including a growth 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.
Our Report Delivers Key Insights On
- Use of, and interest in, new technologies in Germany, including generative AI, VR, and cryptocurrency.
- How consumers in Germany use generative AI tools.
- Consumer behaviours regarding the future of AI.
- Consumer sentiment towards technology-driven future scenarios, such as a completely cashless society.
An Overview of the Tech Industry in Germany
Ongoing financial concerns continue to impact spending in the tech industry in Germany, particularly for aspirational devices, such as VR headsets.
Brands can boost demand by positioning devices as premium wellbeing treats for affluent consumers.
The Future of Technology Germany: What Consumers Want and Why
- German Tech Industry Consumer Sentiments: Only one third of German consumers trust tech companies to develop technologies with people’s wellbeing in mind, reflected in their mixed feelings towards tech-driven future scenarios. Innovative tech claims in marketing, for example around AI, are a double-edged sword that excites some consumers, but deters others. Therefore, brands need to tread carefully.
- The Future of Technology Germany: AI advances that facilitate enhanced access to mental health resources could cultivate a stronger focus on wellbeing and, for example, less impulsive decision-making among consumers, as 24% of Germans would be open to using AI for therapy.
- Germany Tech Industry Opportunities: Brands have strong opportunities to strengthen the appeal of their devices or services by leveraging AI when targeting a younger demographic, as over 60% of 16 to 34-year-olds feel positive towards a future with personalised AI assistants.
More About This Report
This report assesses the future of technology in Germany and related consumer behaviours and attitudes.
Meet The Expert
This report was written by Jan Urbanek, Principal Analyst. Jan focuses on consumer and market trends in the German consumer technology sector. During his studies, he gained practical experience in quantitative and qualitative market research and in the marketing of electric vehicles.
Our market research on the tech industry in Germany shows that the adoption of gen AI is growing. Research is the leading use case among consumers, prompting brands to adapt to changes in search behaviour and decision-making.
Jan Urbanek
Principal Analyst
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EXECUTIVE SUMMARY
- The five year outlook for the future of technology
- Market context
- The ageing population shifts tech adoption dynamics in Germany
- Graph 1: population structure by age, 2022-30
- Regulations are a hurdle but also a route to promote trust
- Opportunities
- Resonate by catering to Germans’ urge to reduce uncertainty
- Adapt to gen AI-induced shifts in consumer behaviour
- Monitor AI companions as an emerging ad space
- Capitalise by positioning against innovation
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MARKET DRIVERS
- The German economy
- Inflation’s aftermath…
- …keeps pressure on the consumer electronics market
- Graph 2: consumer electronics market value (€bn), 2019-23
- Engage affluent Germans with tech as a premium wellbeing treat
- Graph 3: attitudes towards new technologies, by net monthly household income, 2024
- Ageing society
- The ageing population in Germany brings opportunities and challenges for emerging technologies…
- Graph 4: population structure by age, 2022-30
- …slowing natural adoption rates of new technologies
- Regulatory environment
- Regulations are a hurdle but also a route to promote trust
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WHAT CONSUMERS WANT AND WHY
- Use of and interest in selected technologies
- Germans are open to new technologies, but remain hesitant
- Graph 5: usage and interest in selected technologies, 2024
- Tread carefully when tapping into Germans’ interest in emerging tech
- Gen AI adoption is growing fast
- Graph 6: having used selected technologies before, 2023-24
- Prepare for AI-induced shifts in consumer behaviour
- Graph 7: usage of Generative AI, by age, 2023-24
- 16-34s lead with the adoption of emerging tech
- Graph 8: usage of selected technologies, by age, 2024
- Tap into the growth potential among older Germans by promoting practical benefits
- Graph 9: respondents who have not used but who would be interested in using selected technologies, by age, 2024
- Cloud gaming has growth potential in Germany
- Graph 10: use and interest in cloud gaming, by gender & age, 2024
- Use cloud gaming to unlock the female audience
- Samsung advertises the cloud gaming capabilities of its TVs
- Advances with cloud gaming to drive shifts with advertising
- Gen AI use cases
- Gen AI is shifting search habits
- Graph 11: gen AI use cases in the last three months, 2024
- Google integrates gen AI into search
- Prepare for the growing role of AI as a decision enabler
- Insurance: prepare for gen AI as an emerging decision shortcut…
- …and capitalise on hyper-personalisation and measurable trust indicators
- How food & drink brands can adapt to the AI-driven shift in search
- Gen AI is evolving consumers’ communication – reflect it in yours
- Sora highlights the rapid advances with text-to-video AI
- How to capitalise on the growing prevalence of AI-generated content
- Behaviours regarding the future of AI
- AI conversations are becoming increasingly lifelike
- Companion AIs are having a growing impact on younger consumers
- AI companions: an emerging advertising space?
- Engage younger consumers with AI personas
- BMW uses virtual influencer in advertising
- Capitalise on the inevitable counter trend: real human connections
- AI therapy finds appeal among Germans across age groups
- Prepare for mental health-induced shifts in consumer behaviour
- Reassure over reliability and embrace transparency
- Gen Alpha: prepare for expectations of a conversational internet
- Sentiment towards technology-driven future scenarios
- Germans have mixed feelings about the future of technology
- Graph 12: sentiment towards future scenarios becoming a reality (NET), 2024
- Tread carefully when leveraging claims around futuristic tech
- Apple showcases its Vision Pro in everyday situations
- Reduce uncertainty around innovative tech
- Address Germans’ concerns regarding financial innovations
- Align with the tech enthusiasm of younger Germans…
- …but don’t take their openness for granted
- Graph 13: negative sentiment towards future scenarios, 16-34s by gender, 2024
- Tap into younger Germans’ excitement for immersive screens
- 16-34s look forward to personal AI assistants
- Graph 14: sentiment towards future where personalised AI assistants help organise people’s lives, by age, 2024
- Leverage AI assistance claims to engage younger Germans
- Samsung promotes a new era of AI-powered health with Galaxy Ring
- AI-enhanced wearables will shift consumer behaviour
- Cater to the appeal of thought-based device controls among 16-34s
- Graph 15: feeling positive towards a future where people are able to control technology devices using their thoughts alone, by age, 2024
- Cater to younger Germans’ interest in a cashless society
- Use in-game placements to appeal to younger men
- BMW virtually engages younger consumers in Fortnite
- Address the reservations of women…
- Graph 16: sentiment towards future scenarios becoming reality, by gender, 2024
- …by capitalising on what they appreciate with technology
- Technology adopter typologies
- German technology adopter typologies
- Graph 17: technology adopter typologies, 2024
- Overview of the German TV owner typologies
- Technology adoption clearly reflects the adopter typologies
- Graph 18: usage of selected technologies by technology adopter typologies, 2024
- Graph 19: have not used but would be interested in using selected technologies, by technology adopter typologies, 2024
- Group 1: the Enthusiasts (19%)
- Graph 20: technology adopter groups, by age, 2024
- Position tech as a fun status symbol to attract Enthusiasts
- Group 2: Practical Adopters (24%)
- Graph 21: technology adopter typologies, by age, 2024
- Prove value to engage Practical Adopters
- Appeal to Practical Adopters by promoting smart security benefits
- Group 3: Moderate Adopters (33%)
- Graph 22: technology adopter typologies, 2024
- Group 4: The Rejecters (24%)
- Graph 23: technology adopter typologies, by age, 2024
- Count on familiarity to resonate with Rejecters
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LAUNCH ACTIVITY AND INNOVATION
- OpenAI rivals Google with SearchGPT
- Apple integrates AI deep in the iOS experience
- Apple announces Apple Intelligence and a Siri makeover
- Oppo presents concept for AI-enhanced smart glasses
- Continued innovation in the smart glass sector
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
- Abbreviations
- Consumer research methodology
- A note on language
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