What is his money really worth?

• Almost every concert and zoo visitor was thrilled.
• The vast majority of musical, theatre or amusement park visitors were also satisfied with the value for money.
• In contrast, visiting fairs and festivals was only worth the money for two-thirds of the visitors.
• In a comparison over time, satisfaction increased most significantly for concerts and cinemas.

What should the price be?

Germans consider these prices to be reasonable:

• The upcoming summer holiday should cost around 920 EUR per person and a weekend trip no more than 226 EUR.
• Citizens are willing to spend more money on a hair appointment than on a restaurant visit, and even three times as much as on a movie night.
• The old rule of thumb of "10 percent tip" is outdated; nowadays, Germans consider less than 7 percent to be appropriate.

Saving when money is tight: Where do Germans cut back?

• If cuts are necessary, then going out should be the place to go. More than two-thirds of Germans would be most willing to forgo visits to pubs, restaurants, or cinemas.
• In contrast, only one in eight sees potential savings in the areas of home and garden, and only one in nine in the area of food and drink.

What motivates German citizens to make spontaneous purchases? 

• Special offers are and will remain the main reason for the purchase of unplanned goods and merchandise.
• In contrast, advertising only provides a purchase incentive for one in eight people.

The results in detail

What is his money really worth?
Concerts and zoos are ranked number 1

The average monthly gross household income in Germany is €3,989. Germans spend roughly one-sixth of this on leisure, entertainment, culture, restaurants, and hotels. This means that Germans spend a total of over €300 billion annually on sports or culture, hobbies or going out, and summer or winter holidays. The leisure industry, which is not only the largest employer in Germany but has also developed into a leading sector of the future, offers a correspondingly vast range of activities.
But how do German citizens rate individual leisure attractions? Concerts and zoos are currently receiving the best ratings. With a satisfaction rating of around 90 percent, their service appeals to young and old, East and West Germans, families, singles, and couples alike. But also Musicals, sporting events and cinemas receive a lot of approval., just like theatres and museums, amusement parks and adventure pools, which delight the vast majority of their visitors. The rating for fairs is significantly worse., which only satisfy two-thirds of their guests.

In comparison to 2003, among other things, the following is evident:., that the investments of the cinema industry are paying off. The satisfaction of cinema visitors was clearly evident. will be increased. But numerous other industries have also managed to further increase the enthusiasm of their guests. Concertgoers in particular are enthusiastic about live music and give it an even better rating than in the past.
When evaluating the attractions, the actual costs are of secondary importance. What matters is the satisfaction of individual needs. These range from experiences and distraction to relaxation and broadening horizons, all the way to feelings of community and happiness. Atmosphere, staff friendliness, and the staging of the attraction also have a significant impact on guest satisfaction. Satisfying all these diverse needs is the biggest challenge for any provider in the leisure sector, because only enthusiastic visitors become repeat visitors and speak positively about their experience. Note: Neither promotional campaigns, glossy brochures nor innovative marketing influence visitor behavior as much as personal experience and reports from third parties.

What should the price be?
These prices are considered reasonable.

The range of leisure activities is growing, both in quality and quantity. With an ever-increasing selection of goods and services, many German citizens are finding it difficult to choose. The decisive question is no longer just what one wants to consume, but above all what one can afford or what price one is willing to pay for it.

• For a two-week summer vacation Germans consider around 920 EUR to be appropriate, about 450 EUR for a week's holiday in winter and about 220 EUR for a short trip to a metropolis.
• For a Opera or theatre evening German citizens are prepared to spend €33. That's €12 less than for a musical performance, but four times as much as for a trip to the cinema.
• The Entrance to the zoo may cost more than to the museum., and monthly gym memberships can easily be twice as expensive as monthly book purchases.
• The old rule of thumb „The practice of leaving a "10 percent of the bill" as a fair tip is outdated in this country.. Only one in four Germans still considers this appropriate. Significantly more consider 5 percent or less to be sufficient.

When considering the appropriate price of a good or service, the The division in society is very clear.. In almost all areas, higher earners consider higher prices appropriate. The reasons for this are understandable: those with more money can spend more and are often willing to pay (more) for services. Conversely, those with little disposable income pay close attention to prices, look for deals and bargains, and save wherever possible. The only exception is a visit to the hairdresser: here, the relatively low average price of €25 among higher earners is surprising, as is the fact that lower earners consider 9 percent more appropriate for this service.
In the future, an increasing division between service recipients and service providers can be expected. While some are willing to spend (even) more, others have to save, consequently turning away and not taking advantage of many offers. They tend to limit themselves to passive leisure activities within their own four walls.

Saving when money is tight:
More in the area of experiential consumption than in the area of basic needs consumption

Regardless of whether they are women or men, high or low earners, young or old, city or country dwellers, when money gets tight and the belt needs to be tightened, Then Germans would first and foremost restrict themselves in the area of going out. Restaurant visits, party nights, and movie nights would occur significantly less frequently – even though these are the highlight of the week or even the month for many. Similarly, the willingness to make compromises during the best weeks of the year is also high. Three out of five citizens would try to save money on their holiday trip. – primarily by reducing the length of vacation time.
In contrast, only one in five can imagine saving on their retirement savings. And yet German citizens rate the potential for savings in food and expenses for house or apartment as significantly lower. The reasons for this lie in the low willingness to change residences, as this would mean a profound change.

Several anomalies become apparent when comparing the figures from previous years. Firstly, the willingness to cut back on travel and hobbies remained almost constant. Secondly, the willingness to spend less on going out increased significantly. The middle generation, aged 34 to 55, in particular, can imagine cutting back – with parents indicating a significantly higher willingness than singles and childless couples.
But German citizens are also more willing to accept restrictions than before when it comes to media consumption, clothing, and even retirement planning. In contrast, significantly fewer citizens than in the past currently see the possibility of cutting back on food consumption and individual mobility. The first point has certainly been influenced by the increasing awareness of health and nutrition, as well as the boom in organic products in recent years and the fact that, compared internationally, relatively little money is spent on food and drink in Germany anyway, and therefore the potential for savings is already small.
The significantly decreased value for cars can be explained, among other things, by changing mobility behavior and the declining importance of the car. A key characteristic of this trend is that, compared to the past, many citizens no longer consider owning a car important. What matters is being mobile and reaching one's destination quickly, comfortably, and safely – whether by public transport, car sharing, or other alternatives.

The land of bargain hunters:
The main reason for impulse purchases is special offers.

You just pop into the supermarket to buy some milk, and suddenly half your shopping cart is full at the checkout. You only buy one new shirt at the clothing store, and suddenly you have a whole new wardrobe. You stroll through the furniture department at Ikea, and end up buying tea lights, napkins, and Swedish food items. Most Germans have probably experienced something like this at some point. But what motivates Germans to buy things that weren't actually on their shopping list? The majority of Germans can be persuaded by special offers. The feeling of having snagged a bargain is by far the most common reason for impulse purchases. Spontaneity, a good mood, reward, or having extra money available are cited much less frequently. And Only about one in ten people are influenced by advertising or product presentation. in addition animate, to acquire something unplanned.
Friendly and courteous sales staff also have very little influence on impulse purchases. However, this role must be viewed in two ways: While employees can rarely persuade a customer to buy unplanned additional products, unfriendly staff can quickly deter customers who are willing to buy from spending their money in the store.

Conclusion

In Germany, the options for consumption and leisure activities are extensive and diverse. If the large leisure industry sector is to remain successful in the future, offerings in many areas must become more individualized. The days when generic, packaged products and services dictated demand are long gone. Today and in the future, demand, driven by diverse needs and budgets, determines supply.