Simultaneous media use on the rise in Germany

24 June 2010

BERLIN: A majority of young consumers in Germany now engage in simultaneous media use, as the digital revolution continues to change popular habits.

Interone partnered with Jelden Trend & Transformation Consulting to survey 1,000 adults in the 20–39 year old demographic in the country.

Over half of participants said they frequently watched television while surfing the internet, with many researching information about deals promoted in TV ads when online.

With regard to mobile, 24% of respondents accessed the web on their phone, with 8% doing so via an iPhone and 16% utilising other devices, like those powered by Google's Android.

Moreover, 20% of those polled who did not currently have one of these technologically-advanced handsets were planning to buy one in the next six months.

Two-thirds of people that owned an iPhone revealed they regularly logged on to the internet while the TV was on.

At present, only 10% of the panel had heard of mobile geo-location services like Foursquare, but the study argued these early adopters would be an attractive target for brands.

Looking to social media, 40% of the cohort as a whole had joined Facebook and 25% visited this portal at least once a day.

A further 24% searched for more information about possible purchases on the net having seen a relevant spot on TV, rising to 43% for iPhone users.

Elsewhere, 40% of contributors believed email marketing and newsletters could influence their buying decisions, compared with just 30% who said the same for print advertising.

Some 83% of the sample said they liked e-commerce as it offered them a greater choice of goods than was available in bricks-and-mortar stores, a perception that climbed to 90% among iPhone owners.

Data sourced from Horizon; additional content by Warc staff