Themen der Umfrage
- Internet- und Social-Media-Nutzung
- Customer journey
- Interessante Inhalte
- Digital Advertising
- Werbewahrnehmung
- Datenschutz und Vertrauen
- Internet-Tracking
- Demographie
Design der Umfrage- Methode: Online-Befragung
- Studienname: GCS Special Digital Advertising in Deutschland
- Region: Deutschland
- Anzahl der Befragten: 5.152
- Alter der Befragten: 16 bis 64 Jahre
- Art der Befragten: Online-Wohnbevölkerung
- Erhebungszeitraum: 22. Juli bis 11. August 2021
Kopfgruppen
Besuchen Sie den
Global Consumer Survey für individuelle DIY-Analysen der Ergebnisse dieser Umfrage.
Internet and social media usage
- Which of these devices do you regularly use with an internet connection?
- Which of the following types of website and online services have you used in the past 4 weeks?
- What operating system does your (primarily used) smartphone run on?
- Which of these things have you done online in the past 4 weeks?
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Editorial media
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Video streaming
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Live video streaming
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Audio streaming
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Business networks
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Social media
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Content subscription services
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Video games
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Websites of brands and products
- On average, how many hours a day do you spend using the following digital media and apps? / Digital media usage frequency: Blogs and forums
- What kinds of social media do you use regularly?
- Which of these things have you done on social media in the past 4 weeks?
- What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp.
Customer journey - Which of these statements about your internet usage apply to you?
- How do you usually find out about new interesting content and topics?
- How do you usually find out about new interesting products?
- How do you search for specific information on a product that you want to buy?
- For which of these products do you mostly look for information online rather than offline?
- Which of these items have you bought online in the past 12 months?
- Which of these devices have you used for online shopping in the past 12 months?
Content of interest - When you think about brands and companies on social media, which types of content are you interested in seeing from them?
- On which of these channels have you come across interesting products and services through advertising or sponsored content in the past 12 months?
- On which of these social media channels have you come across interesting products and services through advertising or sponsored content in the past 12 months?
- What are reasons for you personally to pay for content on websites and apps?
- For which of these services do you or your household have a paid subscription?
Digital advertising - Which of these statements about online advertising do you agree with?
- Where have you come across non-digital advertisements in the past 4 weeks?
- Where have you come across online advertisements in the past 4 weeks?
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Desktop PC
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Laptop
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Streaming device
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Smartphone
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Smart TV
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Tablet
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Smartwatch
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Smart speaker
- How often do you notice online advertisements on the following devices? / Online ad noticed frequency: Gaming console
- What prompted you to click on online advertising in the past 12 months?
- Why do you usually click hide ad for online advertising?
Advertisement perception - On which of the following channels do you often notice advertising and sponsored content?
- On which of the following social media channels do you often notice advertising and sponsored content?
- On which of these channels do you find online advertising frequently annoying?
- Which of these forms of advertising on the internet and in apps do you find annoying?
- On which of these social media channels do you find online advertising especially annoying?
Data privacy & trust - Which of the following statements about data privacy do you agree with?
- When you think about your digital privacy, which of these statements apply to you?
- Which of these companies do you trust to handle your personal data responsibly?
- Which of these social media companies do you trust to handle your personal data responsibly?
- Which of these websites and apps do you trust to handle your personal data responsibly?
- Which of the following data about you should companies be able to use to target more relevant advertising and offers at you?
Internet tracking & data protection - Which of these statements about personalized advertising and content do you agree with?
- Which of the following statements about these cookie banners do you agree with?
- How do you usually deal with cookie settings on websites?
- Which of this information about you should websites be allowed to store via cookie tracking?
- Some apps on your smartphone or tablet ask for permission to track you: Which of these statements about app tracking do you agree with?
- Which of these permissions have you given apps in the past 12 months? Access to ...
- Which of these aspects would be the decisive factor in your granting tracking permissions to an app?
- Which types of apps are you willing to grant tracking permission?
- Do you currently use an ad blocker?
- Which of your devices are you using an ad blocker on?
Characteristics & demographics - What is your gender?
- How old are you
- How old are you
- How old are you
- How old are you
- What is your marital status?
- Do you consider yourself part of the LGBTQ+ community?
- What is your gender identity?
- Which of the following best describes you?
- Which of the following best describes you?
- Where do you currently live?
- Recode based on Region - Germany (detailed)
- What is the highest level of education you have completed?
- Recode based on Education - Germany (detailed)
- Which of the following categories best describes your current employment status?
- Recode based on Employment status (detailed)
- If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions?
- Recode based on Annual household income (detailed) - Germany
- How big is the town you live in?
- Recode based on Community size (detailed)
- In what type of community do you live?
- What is your current living situation (main residence)?
- How many people – including yourself and all children – permanently live in your household?
- How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
- Who do you currently live with?
- Recode based on Household size and Children under 14 years of age in household
- Recode based on Household members
- Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.
- Which of these products and services are you interested in?
- What is the usual practice in your household: In which fields do you personally make purchasing decisions?
