# Datapods

> Behavioral consumer-data platform. The Insights library is a free, public catalogue of statistics on consumption, digital habits, and media — sourced from a panel of 25,000+ opted-in participants in Germany. All numbers come from observed real behavior (transactions, browsing sessions, media consumption), not surveys.

Data is processed in the EU and is GDPR-compliant. Statistics are AGOF-weighted to the German online population unless otherwise noted. Each statistic carries a freshness badge (live / rolling / final), a sample size, and a per-page `/llms.txt` shadow with full headline, summary, methodology, and citation block — fetch `<page-url>/llms.txt` for a clean machine-readable payload.

## Insights — overview

- [Insights library](https://www.datapods.app/en/insights): All statistics, browsable by category and subcategory.
- [Consumption](https://www.datapods.app/en/insights/consumption): Consumption data covers how people shop, what they buy, and where transactions take place. This includes online shopping volumes broken down by retailer and product category, as well as foot traffic patterns in physical retail locations. As social platforms increasingly function as purchase channels, we also track conversion rates and order volumes originating from social commerce flows. All data is sourced from behavioral panels that observe real spending decisions across both digital and offline touchpoints, giving a complete picture of how consumer purchasing behavior is shifting over time.
- [Digital](https://www.datapods.app/en/insights/digital): Digital data captures how people interact with the internet on a daily basis. This includes which websites they visit, what they search for, which apps they install and use, and how they respond to digital advertising. We measure search volumes by keyword and category, track site visit durations and navigation paths, and monitor app engagement rates across platforms. Advertising data covers impressions, click-through rates, and performance by format. All metrics are derived from observed behavior of panel participants using both desktop and mobile devices, providing a granular view of how digital attention is distributed and how it changes over time.
- [Media](https://www.datapods.app/en/insights/media): Media data covers how people spend their time with video, social platforms, and digital content more broadly. This includes hours spent streaming by platform, daily active user counts on major social networks, and analysis of which topics are trending at any given moment. We also track content completion rates to understand what holds attention and what doesn't. Beyond raw usage numbers, this section looks at how media habits shift between platforms, how seasonal events influence viewing patterns, and where audience attention is concentrating or fragmenting. All data comes from behavioral panels that measure actual usage time and interaction patterns across media channels.

## Statistics — Consumption

- [Home & Garden: Interest-to-Purchase Gap](https://www.datapods.app/en/insights/consumption/online-shopping/home-garden-search-to-purchase-conversion-h1-2026/llms.txt): Only 54–57% of German online shoppers with verified Home & Garden interest completed a purchase in H1 2026 — meaning up to 46% browsed, searched, or added to cart without buying.
- [REWE Churners: Plateau, Not Ramp](https://www.datapods.app/en/insights/consumption/retail/rewe-churn-purchase-frequency-plateau-2025-2026/llms.txt): REWE churners buy at just 25–39% of retained customers' frequency — flat for five months, then stop abruptly
- [Follower Size vs. Customer Affinity: Flat Across Tiers](https://www.datapods.app/en/insights/consumption/social-commerce/influencer-tier-purchase-lift-adidas-esn-rewe/llms.txt): Median purchase lift stays within 1.75×–3.50× across all follower tiers for Adidas, ESN, and REWE — mega-reach is the strongest tier for none of them
- [Samsung Buyers: No Single Path to Purchase](https://www.datapods.app/en/insights/consumption/online-shopping/samsung-purchase-journey-touchpoint-sequences-2026/llms.txt): 14 distinct touchpoint sequences before a Samsung purchase — the most common covers just 13.7% of buyers no single path dominates
- [Baby Purchases Without Kids: Gift or Own Use?](https://www.datapods.app/en/insights/consumption/retail/baby-product-buyers-no-children-gift-vs-own-use-germany-2025/llms.txt): 62% of baby-category purchases by shoppers declaring no children show repeat consumable patterns — consistent with actual childcare, not gifting 37.8% gift-profile
- [Browsing Trends vs. Real Spend by Category](https://www.datapods.app/en/insights/consumption/online-shopping/browsing-vs-spend-category-shifts-germany-2026/llms.txt): Subscriptions are the only category with a +2.1 pp rise in real spend share — while Health & Beauty browsing growth leaves no trace in actual purchases.
- [Zalando Loses Fashion Wallet Share to Shein](https://www.datapods.app/en/insights/consumption/online-shopping/zalando-wallet-share-verlust-shein-vinted-online-mode-2025-2026/llms.txt): Shein overtook Zalando as wallet-share leader in German online fashion, gaining +5.1 pp to 41.4% while Zalando fell from 42.8% to 37.0% –5.9 pp
- [Fashion Cross-Shopping: Who Shops Where Else?](https://www.datapods.app/en/insights/consumption/online-shopping/fashion-cross-shopping-overlap-zalando-shein-vinted-about-you/llms.txt): 41% of ABOUT YOU buyers also purchased at Zalando — every brand pair shows above-random overlap
- [Men 35–44 Spread Across All Purchase Segments](https://www.datapods.app/en/insights/consumption/product-categories/amazon-purchase-cluster-distribution-men-35-44/llms.txt): Even the most concentrated purchase cluster captures just 35.6% of men aged 35–44 — the remaining 64% shop across seven other segments
- [Brand Switching on Amazon.de by Category](https://www.datapods.app/en/insights/consumption/online-shopping/amazon-brand-switching-by-category-germany-2024-2025/llms.txt): Personal-care buyers on Amazon.de switched their dominant brand in 74.8% of cases in 2024→2025 — more than twice the rate seen in coffee/tea at 35.7%
- [Browse all consumption statistics →](https://www.datapods.app/en/insights/consumption)

## Statistics — Digital

- [Where REWE Shoppers Browse Beyond REWE](https://www.datapods.app/en/insights/digital/web-browsing/rewe-kunden-wettbewerber-browsing-deutschland-2025/llms.txt): 46.1% of REWE shoppers visit Kaufland.de — more than any other grocery competitor's domain Lidl.de: 40.8%, Edeka.de: 25.4%
- [TikTok vs. Google: Search Intensity per User](https://www.datapods.app/en/insights/digital/search-queries/tiktok-vs-google-search-intensity-germany-2025-2026/llms.txt): TikTok search intensity among German users surged +57% to 81 queries/user/month as Google product-search intensity fell −47% to 10 queries/user/month Oct 2025–Jun 2026
- [Social Search vs. Google: Share of Queries](https://www.datapods.app/en/insights/digital/web-browsing/social-search-vs-google-share-germany-2025-2026/llms.txt): Social searches on TikTok and Instagram/Facebook reached 21.3% of all tracked queries in Germany by June 2026 +10.8 pp vs. October 2025
- [Price Comparison Website Reach by Age Group in Germany — Q1 2026](https://www.datapods.app/en/insights/digital/web-browsing/price-comparison-website-reach-by-age-germany-q1-2026/llms.txt): Price comparison and cashback site reach rises sharply with age, from 25.7% among 18–24s to 37.2% among 55–64s in Germany
- [Price Comparison Website Usage in Germany — Jan 2025 to Mar 2026](https://www.datapods.app/en/insights/digital/web-browsing/price-comparison-website-reach-germany-2025-2026/llms.txt): Reach of price comparison and cashback sites in Germany peaked at 22.7% in November 2025 +4.1pp vs. January 2025
- [BYD vs. Tesla & VW Search Click-Through Destinations in Germany — 2025–2026](https://www.datapods.app/en/insights/digital/search-queries/byd-tesla-vw-suchklicks-vergleichsportale-deutschland-2025-2026/llms.txt): BYD searches in Germany disproportionately land on car-comparison sites, while Tesla clicks stay on Tesla's own domain
- [BYD Search Interest by Age Group in Germany — 2025–2026](https://www.datapods.app/en/insights/digital/search-queries/byd-suchanfragen-altersgruppen-deutschland-2025-2026/llms.txt): BYD search interest in Germany over-indexes with 55–64 year-olds and under-indexes with 18–24s
- [Marketplace vs. Direct Retailer Browsing Share in Germany — Q1 2024–Q1 2026](https://www.datapods.app/en/insights/digital/web-browsing/marketplace-vs-retailer-browsing-share-germany-2024-2026/llms.txt): Marketplaces (Amazon, eBay, Kaufland, Otto) captured 71.8% of German e-commerce browsing sessions in Q1 2026 –7.5pp vs. Q1 2024
- [AI Tool Share in German Google Product Searches: ChatGPT, Gemini, Perplexity — 2025 to Q1 2026](https://www.datapods.app/en/insights/digital/search-queries/ai-tool-share-google-search-germany-chatgpt-gemini-perplexity-2025-2026/llms.txt): ChatGPT dominates AI-referenced product searches in Germany with 71% of all AI tool mentions on Google
- [AI-Referenced Product Search Behaviour by Age Group in Germany — 2025 to Q1 2026](https://www.datapods.app/en/insights/digital/search-queries/ai-product-search-by-age-germany-2025-2026/llms.txt): 38% of 18–29-year-old German product searchers made at least one AI-referenced Google search — 2.3× more than the 60+ age group
- [Browse all digital statistics →](https://www.datapods.app/en/insights/digital)

## Statistics — Media

- [Spotify vs. Amazon Music: Reach by Age Group](https://www.datapods.app/en/insights/media/usage-behavior/spotify-amazon-music-reach-by-age-germany-2026/llms.txt): Spotify install reach drops from 85% among 16–24-year-olds to 63% among over-55s, while Amazon Music skews toward 35–54-year-olds at ~44% — the inverse age pattern in Q1 2026.
- [Spotify Users Open the App 2.5× More Than Amazon Music](https://www.datapods.app/en/insights/media/usage-behavior/spotify-app-sessions-per-week-germany-2026/llms.txt): Active Spotify users in Germany open the app 2.5× more often per week than Amazon Music users — the largest engagement gap among all tracked audio-streaming apps in Q1 2026.
- [Reddit's Reach Rise Among German Social Platforms](https://www.datapods.app/en/insights/media/trends-and-topics/reddit-reichweite-wachstum-deutschland-2025-2026/llms.txt): Reddit.com's monthly reach among German internet users climbed +4.6 percentage points — the strongest gain of any social platform tracked — rising from 29.6% to 34.3% of the active browsing base between H1 2025 and H1 2026. +4.6 pp vs. H1 2025
- [YouTube Shorts vs. Long-Form Watch-Time Share by Age Group in Germany — 2025–2026](https://www.datapods.app/en/insights/media/video-streaming/youtube-shorts-long-form-share-by-age-group-germany-2025-2026/llms.txt): 55+ users show the highest Shorts dominance at 66% — while 25–34 year-olds are Germany's most long-form-loyal YouTube age group at 42% long-form share
- [YouTube Shorts vs. Long-Form Watch Events per User in Germany — January 2025 to May 2026](https://www.datapods.app/en/insights/media/video-streaming/youtube-shorts-events-per-user-germany-2025-2026/llms.txt): Shorts watch events per German user surged 5.2× from 48 to 250 per month — while long-form viewing also grew, from 29 to 45 events
- [Eurovision 2026 YouTube Watch-Time by Age Group in Germany — May 2026](https://www.datapods.app/en/insights/media/trends-and-topics/esc-2026-youtube-watchtime-altersgruppen-deutschland/llms.txt): 45+ viewers led Eurovision 2026 YouTube watch-time on Grand Final day at 0.40%, while 25–34-year-olds dominated post-final catch-up viewing at 0.27%
- [Eurovision 2026 Attention Index Across Platforms in Germany — April–May 2026](https://www.datapods.app/en/insights/media/trends-and-topics/esc-2026-aufmerksamkeitsindex-plattformen-deutschland/llms.txt): Google Search spiked 64x above baseline on Grand Final day, while TikTok and YouTube peaked at 7–11x on 17 May — one day later
- [Eurovision 2026 Google Search Share in Germany — April–May 2026](https://www.datapods.app/en/insights/media/trends-and-topics/esc-2026-google-suchanfragen-deutschland-mai-2026/llms.txt): Eurovision 2026 search queries reached 2.48% of all German Google searches on Grand Final day +64x vs. pre-ESC baseline
- [Eurovision 2026 Google Search Share by Age Group in Germany — May 2026](https://www.datapods.app/en/insights/media/trends-and-topics/esc-2026-suchanfragen-altersgruppen-deutschland/llms.txt): 25–34-year-olds drove the highest Eurovision 2026 search share in Germany at 2.90% on Grand Final day, while 45+ showed the strongest post-final retention
- [Eurovision 2026 YouTube Watch-Time Share in Germany — April–May 2026](https://www.datapods.app/en/insights/media/trends-and-topics/esc-2026-youtube-watchtime-deutschland-mai-2026/llms.txt): Eurovision 2026 YouTube watch-time peaked at 0.41% of all German YouTube viewing on 17 May — the day after the Grand Final +7x vs. pre-ESC baseline
- [Browse all media statistics →](https://www.datapods.app/en/insights/media)

## Guides

- [Concept Testing: Methods, Questions and Examples](https://www.datapods.app/en/resources/guides/concept-testing/llms.txt): What is concept testing? Methods, example questions and how to run it, plus how to test concepts against what people actually buy instead of what they say.
- [Customer Journey: Phases, Touchpoints and Map](https://www.datapods.app/en/resources/guides/customer-journey/llms.txt): What is the customer journey? Phases, touchpoints, a journey map with template and example, plus how to reconstruct the real journey from behavior.
- [First-Party Data: What It Is, Types and Why It Wins](https://www.datapods.app/en/resources/guides/first-party-data/llms.txt): What is first-party data? How it differs from second-, third- and zero-party data, its types and examples, and why it wins after cookies.
- [Influencer Marketing: How It Works (Costs, KPIs, ROI)](https://www.datapods.app/en/resources/guides/influencer-marketing/llms.txt): How does influencer marketing work? Platforms, costs, KPIs and ROI, plus how to find the creators your audience actually watches.
- [Customer Retention: Instruments, Measures and Metrics](https://www.datapods.app/en/resources/guides/kundenbindung/llms.txt): What is customer retention? Instruments, measures and the key metrics (churn rate, retention rate, CLV), plus how to spot churn early from behavior.
- [Market Analysis: Methods, Structure and Example](https://www.datapods.app/en/resources/guides/marktanalyse/llms.txt): What is a market analysis? Methods, structure, an example and how to read demand and the market from real behavior instead of dated reports.
- [Market Segmentation: Criteria, Models and Examples](https://www.datapods.app/en/resources/guides/marktsegmentierung/llms.txt): What is market segmentation? Criteria, models and an example, plus how to build segments from real behavior instead of assumptions.
- [SWOT Analysis: Definition, Template and Example](https://www.datapods.app/en/resources/guides/swot-analyse/llms.txt): What is a SWOT analysis? The four fields, a template, an example, and how to ground opportunities and threats in real market data.
- [Competitive Analysis: Methods, Template and Example](https://www.datapods.app/en/resources/guides/wettbewerbsanalyse/llms.txt): What is competitive analysis? Methods (Porter, SWOT, benchmarking), a template and an example, plus how to analyze competitors on real customer data.
- [Target Audience Analysis: Methods, Example and Template](https://www.datapods.app/en/resources/guides/zielgruppenanalyse/llms.txt): What is target audience analysis? Methods, criteria, personas and an example, plus how to define your audience from real behavior, not assumptions.

## Articles

- [Every Cultural Relevance Score in 2026 Is Built on the Loudest 1%](https://www.datapods.app/en/resources/articles/cultural-relevance-loudest-one-percent/llms.txt) — David Goldschmidt & Leander Kühr, 2026-05-19. New Datapods panel data: 96.6% of cultural engagement is silent. The top 1% of users generate 62.5% of all public actions across TikTok and YouTube.
- [Press release: Autonomous Customer Insights — Datapods Raises €500K Pre-Seed Round](https://www.datapods.app/en/blog/press-release/datapods-raises-pre-seed-round) — 2026-02-12. Datapods is democratizing customer insights through proprietary behavioral consumer data, raising €500K to build an autonomous agent for product and marketing teams.
- [Why Traditional Surveys and Market Research Polls Are Becoming Obsolete](https://www.datapods.app/en/resources/articles/surveys-becoming-obsolete-data-insights/llms.txt) — David Goldschmidt, 2026-01-12. Survey response rates have collapsed. Why behavioral data is replacing the survey as the default tool for understanding what customers actually do.
- [B2B Analytics: Why First-Party Data Trumps Aggregated Analytics Every Time](https://www.datapods.app/en/resources/articles/b2b-analytics-first-party-vs-aggregated-data/llms.txt) — David Goldschmidt, 2025-12-31. Aggregated analytics looks great in dashboards but barely tells you who's actually visiting. Why B2B teams are quietly switching to first-party data.
- [Buying First-Party Data for Marketing? Here's What You Need to Know!](https://www.datapods.app/en/resources/articles/buying-first-party-data-for-marketing/llms.txt) — David Goldschmidt, 2025-06-10. Vendors selling first-party data all sound alike in the pitch. A buyer's guide for marketers who want to know which ones actually deliver, and which quietly cut corners.
- [Comparison: Incogni vs. Datapods Shield](https://www.datapods.app/en/blog/consumer/incogni-datapods-shield-comparison/llms.txt) — David Goldschmidt, 2025-06-05. What privacy tool should you use to delete your data from data brokers?
- [The Future of Data Ownership? Brazil Joins What Datapods Started](https://www.datapods.app/en/blog/consumer/the-future-of-data-ownership/llms.txt) — David Goldschmidt, 2025-06-04. Brazil just launched a national pilot to pay people directly for their personal data. But what's groundbreaking public policy in South America is already live technology elsewhere. In fact, it's exactly the future we're building at Datapods.
- [Introducing Datapods Shield: Taking Back Your Data](https://www.datapods.app/en/blog/consumer/introducing-datapods-shield/llms.txt) — Lukas Stein, 2025-04-22. Datapods Shield helps you regain control by easily removing your personal data from data brokers, protecting your privacy and reducing risks like spam and identity theft.
- [Datapods Secures 270k€ in EU Funding to Foster a Human-Centric Data Economy](https://www.datapods.app/en/blog/consumer/datapods-secures-270keu-in-eu-funding-to-foster-a-human-centric-data-economy/llms.txt) — Lukas Stein, 2025-03-28. Datapods receives significant EU funding to advance human-centric data economy
- [The GDPR Files - What Mark Zuckerberg knows about you](https://www.datapods.app/en/blog/consumer/what-facebook-and-instagram-know-about-you/llms.txt) — Lukas Stein, 2024-08-02. The GDPR allows you to request all your personal data online, but have you ever actually looked? A story of political influence and my secret passion for bugs and worms.
- [If data is the new oil, is FAANG the new OPEC?](https://www.datapods.app/en/blog/consumer/data-is-the-new-oil---and-faang-is-the-new-opec/llms.txt) — David Goldschmidt, 2024-07-31. Data is the new oil, with FAANG acting as the new OPEC. Unlike finite oil, data is non-rivalrous, non-fungible, and constantly growing, concentrating FAANG's market power. Users need control over their data to prevent its exploitation.
- [What your data is actually worth](https://www.datapods.app/en/blog/consumer/what-your-data-is-actually-worth/llms.txt) — Lukas Stein, 2024-07-31. In an age where our digital footprints perpetually expand, understanding the intrinsic worth and applications of our personal data has never been more pivotal.
- [Browse all articles →](https://www.datapods.app/en/blog/consumer)

## Use cases

- [Churn & Win-Back](https://www.datapods.app/en/use-cases/churn-win-back): Datapods spots churn in real purchase behavior, shows where the budget went, runs AI interviews with verified churners — and measures win-back in actual behavior.
- [Product & Concept Testing](https://www.datapods.app/en/use-cases/product-testing): Test concepts, packaging and price with people who verifiably buy your category — census-weighted, in days instead of months. Then track the launch in real purchases.
- [Ad & Creative Testing](https://www.datapods.app/en/use-cases/ad-testing): We see who watches which ads on Meta, TikTok and YouTube — and who buys the category. Test creative with exactly those people before you burn media budget.
- [Customer Journey](https://www.datapods.app/en/use-cases/customer-journey): From the first Google search through YouTube reviews and price comparisons to purchase: Datapods traces the real journey — and asks people at the exact points where they drop off.
- [Competitive Intelligence](https://www.datapods.app/en/use-cases/competitive-intelligence): Share of wallet, switching behavior, assortment gaps — observed in real purchases. And when you want to know why: we interview your competitors' buyers directly.
- [Audiences & Segmentation](https://www.datapods.app/en/use-cases/segmentation): Segments from what people actually do: buy, search, watch, switch. Census-weighted — and available for qual and quant research at any time.
- [Influencers & Creators](https://www.datapods.app/en/use-cases/influencer-marketing): Creatorscape shows you the creators your real customers actually watch — on YouTube, TikTok and Instagram. Every creator gets a 0–100 match score for your brand, and you run the whole outreach in the same place.

## Industries

- [Grocery & Drugstore](https://www.datapods.app/en/industries/grocery-drugstore): Private label vs. brand, basket analytics, shopper migration between retailers — observed in real receipts. Plus interviews with verified buyers.
- [CPG & Brands](https://www.datapods.app/en/industries/fmcg): Concept tests with category buyers, launch tracking in real purchases, creative tests with people who actually see your ads.
- [E-Commerce & Marketplaces](https://www.datapods.app/en/industries/ecommerce): Amazon in depth: searches, clicks, carts, price comparisons, reviews. The journey before your shop — and the purchases after the click on your competitor.
- [Telco & Subscriptions](https://www.datapods.app/en/industries/telco-subscriptions): Contract switches, subscription cancellations and provider changes from real transaction emails — plus interviews with verified switchers.
- [Media & Streaming](https://www.datapods.app/en/industries/media-streaming): Subscription churn, parallel subscriptions and content discovery on YouTube and TikTok — observed in real behavior, researchable in hours.
- [Apps & Digital](https://www.datapods.app/en/industries/apps-digital): Installs, in-app purchases and lapsed users across App Store and Google Play — plus interviews with verified lapsed users.

## Products

- [AI Research Agent](https://www.datapods.app/en/products/research-agent): Ask a question. A team of AI agents plans the analysis, queries panel data, researches the market and delivers a citable report — in hours.
- [AI Interviewer](https://www.datapods.app/en/products/ai-interviewer): AI-moderated video interviews with verified buyers, churners and switchers. Adaptive follow-ups, transcripts and synthesis included.
- [Quant Surveys](https://www.datapods.app/en/products/quant-studien): Samples from real behavior instead of self-reporting, census weighting, MaxDiff and monadic tests — fieldwork in hours.
- [Audience Builder](https://www.datapods.app/en/products/audience-builder): “Bought oat drink in the last 90 days, watches fitness content on TikTok” — build cohorts from real behavior and launch studies on them directly.
- [The Datapods panel](https://www.datapods.app/en/panel): Thousands of people in Germany connect their accounts to the Datapods app and consciously share data for research — paid, GDPR-native, revocable at any time.
- [Datapods for Business](https://www.datapods.app/en): Brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands.
- [Social attribution](https://www.datapods.app/en/products/social-attribution): Attribution product for social-driven traffic.
- [Datapods Shield](https://www.datapods.app/en/consumer/shield): Consumer privacy product — automated data-broker deletion across hundreds of brokers.

## Optional

- [About Datapods](https://www.datapods.app/en/about): Company overview.
- [Book a demo](https://www.datapods.app/en/bookdemo): Talk to the team about Enterprise access.
- [Contact](https://www.datapods.app/en/contact): General contact form.
- [Privacy policy](https://www.datapods.app/en/privacy-policy)
- [Cookie policy](https://www.datapods.app/en/cookie-policy)
- [User agreement](https://www.datapods.app/en/user-agreement)
- [Imprint](https://www.datapods.app/en/imprint)