Things to consider when conducting innovation research in Germany
This document is designed to give you an overview of Germany, its people and some of the key issues and trends Ipsos is observing.
The core source of information is Ipsos own research and understanding of this country‘s culture. Following a brief introduction of some background information on Germany, our discussion has two main parts:
- „Big Ideas“: insights into German culture and consumers
- Implications for research
Background: Demographics
- Total Population: ca. 82.5 Million
- Top 4 cities and populations:
- Berlin: 3.400.000
- Hamburg: 1,750 000
- Munich: 1,300 000
- Cologne: 980,000
- Ethnic mix:
- 8.9% non native German
- Most of them from countries of the European Union or other European contries (26% from Turkey, 8% from Italy, 5% from Poland and Greece respectiveley)
- Age profile
- 15% under 25 years
- 40% 25
- 50 years
- 45% 50+ years
- Average household income/ expenditure: Approx. 33,700 € (about 43,136 $) net income
