Who Purchases Digital Entertainment Products in Germany? - eMarketer
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Who Purchases Digital Entertainment Products in Germany?

Men shop and buy slightly more than women

According to a January 2017 report from Arbeitsgemeinschaft Online Forschung (AGOF), male internet users in Germany researched entertainment products online and purchased them via a digital device a bit more than their female counterparts in Q3 2016.

Demographic Profile of Internet Users in Germany Who Have Researched, Purchased/Rented or Intend to Purchase Entertainment Products* Digitally, Q3 2016 (% of total)

Men made up the majority of internet users who researched and purchased an entertainment product digitally: 53.0% vs. 47.0%. However, when it came to those who planned to purchase digitally, men and women comprised nearly the exact same share (50.7% vs. 49.3%).

For the purposes of the study, entertainment products included tickets to sporting matches, concerts and other events, computer and video games, consumer electronics and music and films accessed via digital means.

Gender aside, the majority of digitally researched and purchased entertainment products came from respondents ages 20 to 49. The story was the same for those who planned to purchase digitally.

Economics also play a significant role in determining which demographics of internet users in Germany digitally research and digitally purchase an entertainment product.

Not surprisingly, those who earned the most made up the largest share of internet users who had both researched and purchased a product digitally, while those who earned the least made up the smallest share.

Ben Clague

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