Target audience: Coffee drinkers in Germany

Selected insights on target audience: Coffee drinkers in Germany

• There are coffee drinkers throughout all income brackets
• Being successful has less importance to coffee drinkers than to the average consumer
• 40% of coffee drinkers are laggards when it comes to innovation adoption
• A relatively high share of coffee drinkers think that rising prices, inflation & cost of living are issues that need to be addressed
• 44% of coffee drinkers remember seeing ads in video portals

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Germany
• Gender of consumers in Germany
• Level of education in Germany
• Share of consumers in Germany in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Germany live
• Communities where consumers live in Germany
• Accommodation type and home ownership in Germany
• LGBTQ+ status of consumers in Germany

• Most important aspects of life for consumers in Germany
• Top 10 interests of coffee drinkers in Germany
• Top 10 hobbies and leisure activities of coffee drinkers in Germany
• Top 10 sports activities of coffee drinkers in Germany
• Top 10 sports followed by coffee drinkers in Germany
• Pets living with coffee drinkers in Germany

• Agreement with statements in Germany
• The 10 most important issues facing Germany according to coffee drinkers
• Political attitudes of consumers in Germany
• Innovation adopter types based on statements towards innovation by consumers in Germany
• Economic situation in Germany as percieved by coffee drinkers
• Perceived personal economic situation of coffee drinkers
• Agreement with statements regarding economic concerns of coffee drinkers

• Type of media consumers in Germany have been using in the past 4 weeks
• Top 10 social networks used by coffee drinkers
• Top 10 channels where coffee drinkers in Germany remember coming across digital advertising
• Places where consumers in Germany have come across non-digital advertising in the past 4 weeks