德國(guó)在線購(gòu)物網(wǎng)站ebay用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSOnline

shops:

ebay

shoppers

inGermanyConsumer

InsightsAugust

2023Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofebay

shoppers

inGermany:

whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,the

report

allows

thereader

tobenchmark

ebay

shoppers

inGermany

(’’brandusers’’)againstGerman

onlineshoppers

ingeneral

(’’categoryusers’’),

and

the

overall

German

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

01Management

summary?

Brand

usage?

Key

insightsebay

ranks

second

among

online

shops

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinGermanyAmazon79%ebayotto.de39%23%ZalandoMediaMarktLidl19%18%18%17%BonprixAboutYou13%12%11%4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=2977,

online

shoppersSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints38%

ofebay

shoppers

are

partofGeneration

X.Making

theirown

decisions

ismoreimportant

to

ebay

shoppers

thantoother

onlineshoppers.Itstands

out

that65%

ofebay

shoppersdosome

research

on

the

internetbefore

amajor

purchase.ebay

shoppers

access

the

internet

viaatabletmore

often

thantheaverageonlineshopper.There

is

afairlyeven

splitofmale

andfemale

ebay

shoppers.Science

andtechnology

are

relativelyprevalent

interests

of

ebay

shoppers.39%

ofebay

shoppers

are

laggardswhen

itcomes

toinnovation

adoption.Onsocial

media,

ebay

shoppers

interactwith

companies

more

often

than

otheronlineshoppers.ebay

shoppers

haveasimilarincomedistributionas

onlineshoppers

ingeneral.Outdooractivities

arearelativelypopularhobbyamong

ebay

shoppers.Arelatively

highshare

ofebay

shoppersthink

thatimmigration

isanissuethatneeds

to

beaddressed.ebay

shoppers

remember

seeing

adsinvideo

portalsmore

often

than

otheronlineshoppers.25%

ofebay

shoppers

live

inmedium-sized

towns.5Sources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+38%

of

ebay

shoppers

are

part

of

Generation

XDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users16%33%38%13%14%14%Category

usersAllrespondents18%34%34%18%34%34%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

ebay

shoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users51%50%50%49%50%50%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ebay

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%31%30%25%25%21%18%

18%17%13%13%12%

12%11%11%2%

2%1%1%

1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=1166,

ebay

shoppers,

n=2977,

onlineshoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

have

a

similar

income

distribution

as

online

shoppers

in

generalDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users35%34%33%32%31%33%34%33%Category

usersAllrespondents33%HighMiddleLow10

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202326%

of

ebay

shoppers

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%29%28%26%26%

26%25%24%23%9%

9%8%7%7%7%3%

3%

3%Other3%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202325%

of

ebay

shoppers

live

in

medium-sized

townsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%26%25%25%25%24%24%21%

21%17%16%16%12%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

20236%

of

ebay

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%86%84%84%8%9%9%Category

usersAllrespondentsYesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,

n=2977,

onlineshoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMaking

their

own

decisions

is

more

important

to

ebay

shoppers

than

to

otheronline

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%52%42%42%42%46%42%42%35%36%39%39%36%36%30%30%29%21%20%20%18%20%20%11%

11%10%

10%9%8%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsSocial

justiceLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

ebay

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofebayshoppersinGermany58%50%50%49%49%47%43%43%

42%42%42%

42%40%

40%40%36%36%35%34%

35%34%33%30%30%29%

29%27%

28%27%27%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsScience

&technologyHistoryFinance&economyCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

ebay

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofebayshoppersinGermany53%49%47%

47%42%46%45%42%41%

36%36%40%

40%40%

40%40%38%37%36%34%

34%33%32%

32%30%

30%28%

28%25%

25%SocializingOutdooractivitiesCooking/bakingReadingTravelingDoing

sportsandfitnessPetsGardeningandplantsTech

/computersDIYandarts&craftsBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,

n=2977,

online

shoppers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

are

more

likely

to

go

running

or

jogging

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofebay

shoppersinGermany25%24%21%21%20%18%19%17%18%17%17%15%14%14%14%11%11%10%9%9%9%9%8%

8%8%6%

6%6%4%4%HikingRunning/JoggingFitness,aerobics,cardioSwimming/DivingCyclingDancingSoccerYoga

/PilatesBadmintonTableTennisBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=684,

ebay

shoppers,

n=2920,

onlineshoppers,

n=17984,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

ebay

shoppers

follow

soccer

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byebayshoppersinGermany26%24%22%8%8%8%8%7%7%7%7%7%7%6%6%6%7%6%6%6%6%6%6%6%6%5%5%5%5%4%SoccerBasketballMotorsportsTennisBoxingHandballAthletics(track&

field)AmericanfootballIceHockeyCyclingBrand

usersCategory

usersAllrespondents19

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=388,

ebay

shoppers,

n=1762,online

shoppers,

n=11368,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineshopping?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

65%

of

ebay

shoppers

do

some

research

on

the

internetbefore

a

major

purchaseConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inGermany65%58%56%54%49%48%38%32%31%19%17%

16%17%16%

15%When

Iplanamajor

Customer

reviews

on

theIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletIamexcited

aboutusing

When

Iorder

anitem,

IAugmented

&Virtual

prefer

express

shippingReality

while

shoppingpurchase,Ialwaysdosome

researchon

the

internet

firstinternet

are

very

helpfulBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=5994,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202339%

of

ebay

shoppers

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%

37%37%

37%34%16%16%14%10%9%9%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ebay

shoppers

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

ebayshoppers64%58%56%48%38%44%44%44%37%38%41%41%41%41%40%34%39%39%37%37%37%37%37%35%35%34%34%33%32%30%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityImmigrationEconomicsituationHousingClimatechangePovertyEducationCrimeEnvironmentBrand

usersCategory

usersAllrespondents23

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%21%22%46%18%15%Category

usersAllrespondents43%17%19%43%17%18%LeftCenterRightPrefer

notto

answer24

Notes:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=1166,

ebay

shoppers,

n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsebay

shoppers

access

the

internet

via

a

tablet

more

often

than

the

averageonline

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet95%91%

91%71%66%65%59%57%56%55%51%50%49%44%

43%35%34%33%30%29%28%29%27%27%26%25%24%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchSmart

speakers

Streaming

deviceBrand

usersCategory

users26

Notes:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023On

social

media,

ebay

shoppers

interact

with

companies

more

often

than

otheronline

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype55%58%54%42%47%40%45%40%43%42%35%40%39%38%36%30%34%27%30%29%27%20%22%17%19%

19%13%11%16%13%12%12%11%8%7%

7%Sentprivate

Liked

posts

CommentedFollowedpeoplePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=1166,

ebay

shoppers,n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

tend

to

read

online

news

websites

more

often

than

onlineshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%

78%79%75%

67%67%73%

68%67%55%54%

48%47%47%46%42%

36%40%36%37%37%36%30%29%35%

31%30%28%

27%

28%22%

18%18%TVRadioDigitalvideo

Onlinenews

DigitalmusicMagazinesDailynewspapersOnlinemagazinesPodcastsMovies

/cinemaWeeklynewspaperscontentwebsitescontentBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=1166,

ebay

shoppers,

n=2878,

onlineshoppers,

n=17900,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

remember

seeing

ads

in

video

portals

more

often

than

otheronline

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereebayshoppersinGermany

have

come

across

digital

advertisinginthepast4weeks52%49%47%43%43%39%38%42%41%40%40%

40%34%32%24%29%24%26%26%20%26%

26%25%25%25%24%24%21%19%

19%Video

portals

Search

engines

OnlinestoresSocial

media

Video

streaming

NewslettersservicesWebsitesandappsof

brandsVideo

gamesEditorialwebsitesandappsOtherappsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=1166,

ebay

shoppers,n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ebay

shoppers

remember

advertising

they

heard

on

the

radio

more

often

thanother

online

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks48%41%

42%47%40%

40%44%36%

36%43%38%

38%42%34%

34%31%25%28%26%26%

26%17%14%14%By

mailshot

/advertisingmailOnTVDirectly

inthe

storeOnadvertisingspacesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=1166,

ebay

shoppers,n=2977,

online

shoppers,

n=35994,

all

respondentsSources:

Statista