Zielgruppe: Sportbegeisterte in Deutschland

Ausgewählte Insights über die Zielgruppe: Sportbegeisterte in Deutschland

• Many sports fans have a high annual household income
• Being successful is a relatively important aspect of life to sports fans
• 15% of sports fans are innovators or early adopters of new products
• A relatively high share of sports fans think that climate change is an issue that needs to be addressed
• Sports fans remember seeing ads in video portals more often than the average consumer

Management summary

• Key Insights

• Lebensphasen
• Geschlecht
• Bildung
• Einkommen
• Haushaltsklassifikation
• Art der Gemeinde/Stadt
• LGBTQ+

• Werte im Leben
• Interessen
• Hobbies & Freizeitaktivitäten
• Sportliche Aktivitäten
• Sportarten, die man verfolgt

• Einstellungen zu digitalen Medien
• Innovator:innen-Typologie
• Herausforderungen für das Land
• Politik

• Touchpoints für digitale Werbung
• Internetnutzung nach Gerät
• Social Media-Nutzung
• Touchpoints für nicht-digitale Werbung
• Nutzung traditioneller Medien

Demographic profile

• Age of consumers in Germany
• Gender of consumers in Germany
• Consumer’s level of education in Germany
• Share of consumers in Germany in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Germany live
• Communities where consumers live in Germany
• LGBTQ+ status of consumers in Germany

• Most important aspects of life for consumers in Germany
• Top 10 interests of sports fans in Germany
• Top 10 hobbies and leisure activities of sports fans in Germany
• Top 10 sports activities of sports fans in Germany
• Top 10 sports followed by sports fans in Germany

• Agreement with statements in Germany
• Innovation adopter types based on statements towards innovation by consumers in Germany
• The 10 most important issues facing Germany according to sports fans
• Political attitudes of consumers in Germany

• Top 10 places where sports fans in Germany have come across digital advertising in the past 4 weeks
• Devices consumers in Germany use regularly to access the internet
• Social media activities in Germany by type
• Places where consumers in Germany have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Germany have been using in the past 4 weeks