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Tamaris: Ad Bundle als Branding-Booster
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Zahl des Monats: 34 Prozent

Zahl des Monats
von Kay Städele
| 20. Dezember 2021
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© United Internet Media
34 Prozent der 16- bis 29-jährigen Deutschen haben laut der "Trendstudie 2021 – Konsum und Kaufkraft" während der Coronazeit mehr eingekauft als vor der Pandemie.
© United Internet Media

Die Pandemie hat das Einkaufsverhalten in Deutschland im großen Maße beeinflusst: 34 Prozent der Konsumenten zwischen 16 und 29 Jahren ("Generation Z") haben während Corona mehr geshoppt als zuvor. Als Digital Natives gehen sie hauptsächlich online shoppen – und verlagern den Schaufensterbummel einfach ins Netz: 68 Prozent der Generation Z durchstöbern regelmäßig ohne besondere Kaufabsicht die virtuellen Shopping-Meilen. Über alle Generationen hinweg sind es immerhin noch 56 Prozent. Die E-Mail ist dabei eines der wichtigsten Shopping-Tools überhaupt.  

Darum ist die Zahl wichtig
Die Zahl zeigt, dass es ein Jahr nach dem Beginn der Pandemie mit der Konsumbereitschaft weiter bergauf geht, nicht nur bei der Generation Z. Während die Zahl der Menschen, die nur noch das Nötigste kaufen wollen, von Juli 2020 (30 %) bis Juli 2021 (29 %) stagniert, stieg die Konsumbereitschaft über fast alle Generationen wieder an. So gaben u.a. 23 Prozent der 30- bis 49-Jährigen Mitte dieses Jahres an, wieder mehr konsumieren zu wollen. Ein Jahr zuvor waren es lediglich 19 Prozent.

In dieser Erhebung steht die Zahl
Die "Trendstudie 2021 – Konsum und Kaufkraft" wird vom Online-Vermarkterkreis (OVK) im Bundesverband digitale Wirtschaft (BVDW) herausgegeben. Die repräsentative Befragung wurde in drei Wellen im Juli 2020 sowie im April und Juli 2021 unter 3.000 Nutzern digitaler Medien durchgeführt. Sie dokumentiert das durch die Pandemie veränderte Medien- und Konsumverhalten.

Weitere Ergebnisse
Die "Trendstudie 2021" beweist, dass die Konsumbereitschaft trotz neuer Corona-Wellen anhält. So planen 24 Prozent der Generation Z in den kommenden Monaten deutlich mehr einkaufen zu wollen. Das nötige Kapital ist vorhanden: 18 Prozent von ihnen verfügen über etwas mehr oder deutlich mehr Geld als zuvor. Auch die Generation 50plus zeigt sich konsumfreudig: 13 Prozent planen in Zukunft mehr Ausgaben.  

Laut Statistischem Bundesamt haben 80 Prozent der 16- bis 74-Jährigen in Deutschland – Stand 2021 – in ihrem Leben schon einmal Waren und Dienstleistungen über das Internet bestellt, das entspricht knapp 49 Millionen Menschen. Zentraler Ankerpunkt in die Online-Shopping-Welt ist und bleibt die E-Mail, auch bei den jüngeren Zielgruppen. Dies zeigt auch die Studie "Die Rolle der E-Mail in der Customer Journey der jungen Generationen Z und Y" von United Internet Media (UIM). Von der Produktrecherche und Shop-Login bis zur Nachverfolgung der Sendung befördert und begleitet die E-Mail den Kaufvorgang. "Entlang der gesamten Customer Journey ist die E-Mail die zentrale Plattform", betont Rasmus Giese, CEO von UIM. "Das gilt für alle Generationen."

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Zum Autor

Kay Städele
Expert Media, Marketing & Data PR | UIM

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