Current survey: what the Germans save on

Vacation is particularly important to people in Germany. According to a survey, 42 percent save to travel – and thus more than for other areas of life. This emerges from an examination of the Idealo price comparison portal, which the German press agency presented in advance. For this purpose, around 2,000 people between the ages of 18 and 64 who shop on the Internet were asked by the market research company Kantar in May.

Consumers also often save in order to further build up their financial reserves (39 percent), for old -age provision (32) or larger purchases such as television or bicycle (28). Every sixth would like to set aside, but does not make it. Almost two thirds are worried that they do not get by with their money. 42 percent had to fall back on reserves last year.

In times of increased prices, the money is still not easy for many consumers. According to the survey of clothing and accessories as well as visits to restaurant and café, savings are particularly common. Every second indicates to make compromises here. With other consumer goods, many are also reluctant to buy. Hobby and leisure items such as tennis rackers or yoga mat (41) and electronics (40) are often also mentioned.

There are differences between the generations. Baby boomers, i.e. people over 60, save more often when buying clothing as younger people of generation Z (between 18 and 30 years). They hold back in food, but baby boomers, on the other hand, are more at gastronomy.

For young people, fashion is an important expression of their personality and individuality, says Idealo Managing Director Mark Dean. “That is why they are probably less saving here. They are usually more common and explore new restaurants. These expenses will probably be saved elsewhere.”

In addition to gastronomy, other cultural and leisure activities such as cinema, concerts and festivals are badly affected by the poor consumption mood. According to their own statements, 46 percent of those surveyed, almost as many when visiting clubs and nightlife. Books and media, drugstores and cosmetics as well as health and sports offers such as gym or yoga course are less frequently mentioned.

According to Idealo, consumers use different ways to lower their expenses. Most often they compare the prices of different providers. 64 percent indicate this. According to their own information, many pay more attention to special offers (56 percent) or use discount coupons (46 percent).

Note: In the representative survey, people between 18 and 64 in Germany were interviewed in May 2006. The survey was carried out by the Kantar market research company.