2021
9
Germany Technology Habits of Millennials Market Report 2021
2021-10-21T17:02:22+01:00
REPDDFE64EC_E320_4F8F_84F6_A56BB021DDC9
2195
143727
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Report
en_GB
While Millennials show pronounced tech engagement, brands need to speak to their demand for green tech products and their safety concerns to leverage purchasing power. Jan Urbanek, Research Analyst…

Germany Technology Habits of Millennials Market Report 2021

£ 2,195 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the Technology Habits of Millennials market including Technology market size, anticipated market forecast, relevant market segmentation, and industry trends for both the Technology and the Millennial Consumer Lifestyles Markets in Germany.

Current market landscape

Despite the shift online due to COVID-19, Millennials rely on a mix of traditional and online media. For instance, while 72% of Millennials watch streamed video content at least once a week, a pronounced 66% of Millennials also watch TV channels at least once a week. Hence, it is crucial for brands to take this mix into account in their communication to address this target group effectively – especially since offline advertising has a greater potential to stand out in an increasingly digital advertising landscape.

Future market trends

63% of Millennials agree that tech brands should develop more ‘green’ products. Since 62% of German Millennials also say it is important that they can identify with the technology brands they use, those not following an environmentally friendly production increasingly risk losing appeal. Shaping a green image represents a route to success to spark engagement among German Millennials.

Read on to discover more about the Millennial Consumer Lifestyles Market in Germany or take a look at our other Consumer Lifestyle Germany research reports.

Quickly understand

  • The short-, medium- and long-term impacts of COVID-19 on Millennials, including changes in their technology habits and opportunities for brands
  • Free and paid-for media formats used
  • Preferred devices for certain digital activities, such as social media and online banking
  • Reasons for preferring a laptop/desktop computer for online shopping
  • Behaviours regarding technology, including openness towards digital health apps, targeted advertising and the importance of a tech brand’s image

Covered in this report

Brands include: Amazon, Apple, Google, Handelsblatt, O2, Spotify, 1LIVE etc.

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 and add expert context to the numbers.

While Millennials show pronounced tech engagement, brands need to speak to their demand for green tech products and their safety concerns to leverage purchasing power.


Jan Urbanek

Research Analyst – Consumer Technology

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • The impact of COVID-19 on Millennials’ technology habits
    • Market context
    • Graph 1: net monthly household income, by generation, 2021
    • Opportunities
    • Graph 2: any type of media formats used at least once in a typical week, NET, by generation, 2021
  2. MARKET DRIVERS

    • Graph 3: key economic data, in real terms, 2019-22
    • Graph 4: changes in financial situation since the start of the outbreak, 7-20 July 2021
    • Population
    • Generational characteristics
    • Graph 5: working status, by generation, 2021
    • Financial situation
    • Graph 6: net monthly household income, by generation, 2021
  3. WHAT CONSUMERS WANT AND WHY

    • The impact of COVID-19 on consumer behaviour
    • Graph 7: Mintel’s COVID-19 lifestyle concerns index, all vs Millennials, 3 March 2020-20 August 2021
    • Media formats used
    • Graph 8: any type of media formats used at least once in a typical week, NET, by generation, 2021
    • Graph 9: usage of video media formats at least once in a typical week, NET, by generation, 2021
    • Graph 10: usage of audio media formats at least once in a typical week, NET, by generation, 2021
    • Graph 11: personal ownership of smart earbuds, by generation, 2021
    • Graph 12: usage of podcasts at least once in a typical week, by generation, 2021
    • Graph 13: usage of any magazines and newspapers at least once in a typical week, NET, 2021
    • Preferred devices by activity
    • Graph 14: Millennials’ preferred devices by activity, 2021
    • Graph 15: preferred devices for watching clips on online video streaming services, by generation, 2021
    • Graph 16: preferred devices for watching shows or films on online video streaming services, by generation, 2021
    • Graph 17: preferred devices for reading online newspapers and magazines, by generation, 2021
    • Reasons for preferring a laptop/desktop computer over a smartphone for online shopping
    • Graph 18: reasons for preferring laptop/desktop computers over smartphones for online shopping, by generation, 2021
    • Behaviours regarding technology
    • Graph 19: Millennials’ behaviours regarding technology brands and purchases, 2021
    • Graph 20: Millennials’ behaviours regarding technology and health, 2021
    • Graph 21: Millennials’ behaviours regarding technology and advertising, 2021
  4. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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