尼尔森年度营销报告媒体.docx

?Nielsen

Mediausage2024

MediaconsumptioninGermany

FernandoReimannMay2024

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Studydesign

CURRENTTRENDSAROUNDMEDIAANDADVERTISING

Useofmediaofferingsandusagehabits

Attitudestowardsinformationsourcesandadvertising

METHOD

Semi-annualonlinesurvey,lastwave:April2nd-April6th,

2024

SAMPLE

n=1,00018t69years

n=1,000

representativeofgenderandagegroups

INTERVIEWLENGTH

~12minutes

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Mediausagehasremainedalmostthesame

SmartphonesandTVsremainconstantcompanions.PCsandlaptopsrecordedadeclineof5%comparedtothepreviousyear.

Use:

63%Men

tospring2023

tospring

2023

52%Women

Basis:Totaln=1000

+3%

0%

99%

99%

0%7

0%

79%

84%

-3%

+1%

0%43%57%

0%

43%

57%

56%

-2%

38%

42%

-1%

22%

GameConsoleSmartSpeakerNewspaper/

GameConsole

SmartSpeaker

Newspaper/Magazine

SmartWatch

Smartphone

PC/Laptop

Radio

Tablet

TV

RayDevice

Source.NielsenSurvey.MediausageinGermany,Spring2024

Question:Whichdevicesandmediadidyouuseinthelastweekandhowoften?(Selection:atleastonceaweek)

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Nielsen

SteadydeclineinPC/Laptopusage

TheuseofPCsandlaptopsisshowingasteadydecline.Aparticularlystrongdeclinecomparedtothepreviousyearcanbeseenamong18to34yearoldsandamongwomen.

94%92%92%90%-5%84%

94%92%92%90%

-5%

84%

SpringSpringSpringSpring

2021202220232024

Men■atleast1xperweek

88%85%90%8