Waschmaschinen: Miele-Besitzer:innen in Deutschland

Selected insights on washing machines: Miele owners in Germany

• Miele has a high share of owners that are Baby Boomers compared to the total online population
• There is a fairly even split of male and female Miele owners
• Miele has a larger share of owners with a high income than other washing machine brands
• Miele owners are more likely to live in rural areas and towns than washing machine owners in general
• Being successful is less important to Miele owners than to other washing machine owners

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors