• 49.9%832,011 Males
• 50.1%835,346 Females

Largest group: Females at 50.1%

Largest group: 30-49 at 40%

• Less than secondary / high school14.9%248,436
• Secondary / high school graduate28.6%476,864
• Post-secondary vocational / technical training17.1%285,118
• Some college / university – no degree9.9%165,068
• Associate / short-cycle tertiary diploma2.9%48,353
• Bachelor's degree16%266,777
• Master's degree (MA, MSc, MBA, etc.)7.9%131,721
• Professional degree (MD, DDS, LLB, JD, etc.)1.8%30,012
• Doctorate (PhD, EdD)0.9%15,006

Largest group: Secondary / high school graduate at 28.6%

• Married / Civil Partnership43.5%725,300
• Single / Never Married29.5%491,870
• Divorced9.4%156,732
• Widowed / Separated7.5%125,052
• Living with Partner (Cohabiting)10.1%168,403

Largest group: Married / Civil Partnership at 43.5%

• Millennials (born 1981–1996)35%583,575
• Gen X (born 1965–1980)26.3%438,515
• Gen Z (born 1997–2012)20.1%335,139
• Baby Boomers (born 1946–1964)15.2%253,438
• Silent Generation (born before 1946)3.4%56,690

Largest group: Millennials (born 1981–1996) at 35%

• Full-Time Employee40.5%675,280
• Retired16.7%278,449
• Part-Time Employee10.1%168,403
• Student8.9%148,395
• Homemaker6.8%113,380
• Self-Employed / Contract / Freelance5.3%88,370
• Disabled / Not Able to Work3.4%56,690
• Unemployed2.9%48,353

Largest group: Full-Time Employee at 40.5%

Largest group: Middle Household Income · €48,000 – €64,999 at 24%

Largest group: Lower-Middle Income · €21,000 – €29,999 at 21.1%

• Credit Card Holders19.4%323,467
• Debit Card Users15.1%251,771
• Online / Mobile Banking Users13.6%226,761
• Digital Wallet / Mobile Money Users9.2%153,397
• Home Loan / Mortgage Holders8.7%145,060
• Life Insurance Policy Holders8.2%136,723
• Mutual Fund Investors5.3%88,370
• Personal Loan Holders5.2%86,703

Largest group: Credit Card Holders at 19.4%

• Own Primary Residence41.5%691,953
• Rent Primary Residence37.2%620,257
• Live with Family Member(s) in Their Residence12.6%210,087
• Live in Student / University Accommodation3.9%65,027
• Other Living Arrangement4.8%80,033

Largest group: Own Primary Residence at 41.5%

• 20.6%343,476Apartment / Flat – with balcony or garden
• 18.4%306,794Semi-Detached House
• 16%266,777Terraced / Row House / Townhouse
• 14.1%235,097Apartment / Flat – no outside space
• 13.3%221,758Detached House
• 6.7%111,713Condominium / Serviced Apartment
• 4%66,694Bungalow / Single-Storey House
• 1.9%31,680Cottage / Farmhouse
• 1.9%31,680Dormitory / Hostel / Group Quarters
• 1.7%28,345Other Dwelling Type
• 1.4%23,343Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 20.6%

Largest group: 18+ Years (adult children) at 32.4%

• Household Head / Main Earner17.6%293,455
• Primary Grocery Shoppers15.1%251,771
• Dual-Income Households13.7%228,428
• Household Budget Managers12.9%215,089
• Single Parents8.8%146,727
• Children's Education Decision Makers7.9%131,721
• New Parents (child under 1 year)4.8%80,033
• Childcare / Nanny Service Users4.8%80,033

Largest group: Household Head / Main Earner at 17.6%

• Household Service Decision Makers19.7%328,469
• Residential Cleaning / Domestic Help Users16.3%271,779
• Electrical Repair Service Customers12.4%206,752
• Laundry / Dry-Cleaning Service Users12%200,083
• Home Maintenance & Handyman Service Users11.7%195,081
• Plumbing Service Customers10.1%168,403
• Landlords & Property Managers8.1%135,056
• Pest-Control Service Customers5.1%85,035

Largest group: Household Service Decision Makers at 19.7%

• German80%1,333,886
• Turkish origin4%66,694
• Russian-German / post-Soviet origin3%50,021
• Romanian / other Eastern European3%50,021
• Polish origin2.5%41,684
• Syrian / Middle Eastern origin2.5%41,684
• Italian / Greek / Southern European2.5%41,684
• Other ethnic groups / minorities2.5%41,684

Largest group: German at 80%

• North Rhine-Westphalia21.5%358,482
• Bavaria15.4%256,773
• Baden-Württemberg13.3%221,758
• Lower Saxony9.7%161,734
• Hesse7.5%125,052
• Saxony5%83,368
• Rhineland-Palatinate4.9%81,700
• Berlin4.9%81,700
• Schleswig-Holstein3.4%56,690
• Brandenburg2.9%48,353

Largest group: North Rhine-Westphalia at 21.5%

Automotive

• 38.1%635,263Mass-Market Car Owners
• 21.1%351,812Car Insurance Policy Holders
• 7.1%118,382Electric Vehicle (EV) Owners
• 7.1%118,382Vehicle Service & Repair Decision Makers

Technology & Digital Usage

• 18%300,124Android Smartphone Users
• 13.4%223,426iOS Smartphone Users
• 11.3%188,4115G Mobile Network Users
• 10%166,736Generative AI & Chatbot Users

Travel

• 19.1%318,465Frequent Domestic Travellers (3+ trips a year)
• 14.8%246,769Family Vacationers
• 12.2%203,418International Travellers
• 9.7%161,734Business Travellers

Lifestyle & Hobbies

• 12.9%215,089Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 11.9%198,415DIY & Home Improvement Enthusiasts
• 10.3%171,738Eco-Conscious / Sustainable Living Consumers
• 9.9%165,068Arts, Crafts & Hobby Enthusiasts

Media & Entertainment

• 18.7%311,796OTT / Subscription Video Streaming Subscribers
• 13%216,756Music Streaming Users
• 12.3%205,085Linear / Pay-TV Viewers
• 10.1%168,403Free Ad-Supported Video Platform Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 27%450,186Beer Consumers
• 21.6%360,149Non-Tobacco / Nicotine Users
• 16.4%273,447Adult Tobacco Product Users
• 12.8%213,422Wine & Spirits Consumers

Consumer Electronics Ownership & Purchase

• 14.5%241,767Laptop / Desktop Computer Owners
• 14.3%238,432Consumer Electronics Purchase Decision Makers
• 11.7%195,081Smart TV Owners
• 10.5%175,072Audio / Headphone Device Owners

Content Creators & Social Media Influence

• 20.1%335,139Casual Social Media Content Posters
• 15%250,104Photo & Visual Content Creators
• 13%216,756Short-Form Video Creators
• 12%200,083Long-Form Video Creators