# 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 markdown twin with full headline, summary, methodology, and citation block. Append `.md` to any statistic, guide, or article URL 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

- [Buy Now Pay Later Usage in German E-Commerce](https://www.datapods.app/en/insights/consumption/online-shopping/bnpl-nutzung-deutschland-2025-2026-trend.md): 1 in 4 German online shoppers used Buy Now Pay Later between January 2025 and July 2026, with the monthly share recovering from ~17% in mid-2025 to ~22% by mid-2026 +5 pp trend
- [BNPL Provider Mix Among German Shoppers](https://www.datapods.app/en/insights/consumption/online-shopping/klarna-bnpl-anbieter-marktanteil-deutschland.md): Klarna reaches 81% of BNPL-linked German shoppers, far ahead of Riverty (51%) and PayPal Ratenzahlung (20%)
- [BNPL by Product Category in Germany](https://www.datapods.app/en/insights/consumption/online-shopping/bnpl-kategorie-mode-elektronik-deutschland.md): Fashion orders carry an explicit BNPL tag 2× more often than electronics — 25.6% vs 14.8%
- [BNPL Adoption by Age Group in Germany](https://www.datapods.app/en/insights/consumption/online-shopping/bnpl-nutzung-altersgruppe-deutschland-2025-2026.md): Shoppers under 35 use Buy Now Pay Later at 28% — 7 pp more than the 45+ cohort at 20.5%
- [Heatwave Impact on German Adults' Online Shopping](https://www.datapods.app/en/insights/consumption/online-shopping/hitzewelle-bevoelkerung-online-kauf-anteil-deutschland-2026.md): Population-level browsing of heat-relevant products more than doubled, rising from 14.9% to 36.1% of German adults in the peak heatwave week
- [Heatwave Browsing Shift by Age Group 2026](https://www.datapods.app/en/insights/consumption/online-shopping/hitzewelle-altersgruppen-browsing-55plus-2026.md): Adults 55+ showed the largest relative jump in heat-relevant browsing during Germany's June 2026 heatwave
- [Cooling Appliance Buyer Rate Up 467% in Heatwave](https://www.datapods.app/en/insights/consumption/online-shopping/hitzewelle-klimageraete-ventilatoren-kaufrate-anstieg-2026.md): Daily cooling-appliance buyers rose +467% in the June 22–28 heatwave week vs. the June baseline — far outpacing sun care (+147%) and cold beverages (+68%)
- [Heat-Category Purchase Incidence, Summer 2026](https://www.datapods.app/en/insights/consumption/online-shopping/hitzewelle-kaufbereitschaft-online-sommer-2026.md): Heat-relevant purchase incidence reached 10.1% of active online buyers in the peak heatwave week of June 22–28 +53% vs. baseline
- [TikTok Shop Basket Value vs. Buy Frequency](https://www.datapods.app/en/insights/consumption/social-commerce/tiktok-shop-basket-value-frequency-germany-2025-2026.md): Food/Beverages averages €43.42 per order on TikTok Shop Germany — Apparel buyers order 3.1× per buyer at a lean €18.52 basket
- [TikTok Shop Buyers by Age Group Germany](https://www.datapods.app/en/insights/consumption/social-commerce/tiktok-shop-buyer-age-groups-germany-2025-2026.md): 31.1% of German TikTok Shop buyers are aged 45+ — the single largest cohort +9.8pp vs. unweighted share
- [Browse all consumption statistics →](https://www.datapods.app/en/insights/consumption)

## Statistics — Digital

- [Do AI Apps Replace Google Search in Germany?](https://www.datapods.app/en/insights/digital/apps-mobile/genai-apps-google-search-substitution-germany-q2-2026.md): GenAI app users in Germany searched Google 480 times per user in Q2 2026 — 57 more queries than non-users — with no evidence of search substitution
- [Wallbox & EV Charging Engagement on Amazon.de](https://www.datapods.app/en/insights/digital/search-queries/amazon-de-ev-charging-accessory-engagement-2025-2026.md): Amazon.de EV charging accessory engagement rose from 0.94% to 1.15% of active shoppers between H1 2025 and H1 2026 +22%
- [EV Search Reach in Germany Peaks at 3M](https://www.datapods.app/en/insights/digital/search-queries/ev-search-reach-germany-2025-2026.md): 3.0 million German adults searched for EVs in April 2026 +25% vs. Jan 2026 baseline
- [EV Search Query Mix: Subsidies Surge in 2026](https://www.datapods.app/en/insights/digital/search-queries/ev-search-query-mix-subsidy-spike-2026.md): Subsidy-related EV searches nearly tripled — from 2.1% to 5.7% of all EV query volume — during the March–July 2026 spike
- [Weekly EV Search Share Jumps in March 2026](https://www.datapods.app/en/insights/digital/search-queries/ev-search-share-weekly-germany-2025-2026.md): Weekly EV search share among German online searchers rose from a ~0.85% baseline to a ~1.2% band from March 2026 onward +41% shift
- [Where REWE Shoppers Browse Beyond REWE](https://www.datapods.app/en/insights/digital/web-browsing/rewe-kunden-wettbewerber-browsing-deutschland-2025.md): 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.md): 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.md): 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.md): 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.md): Reach of price comparison and cashback sites in Germany peaked at 22.7% in November 2025 +4.1pp vs. January 2025
- [Browse all digital statistics →](https://www.datapods.app/en/insights/digital)

## Statistics — Media

- [Pre-Purchase Creator Touch Rates: TikTok vs. Instagram](https://www.datapods.app/en/insights/media/social-media/tiktok-instagram-creator-touch-rate-by-category-germany.md): 51% of Haribo buyers and 31% of dm-drogerie-markt buyers watched an affiliated TikTok creator before purchase — TikTok touch rates run 2–14× higher than Instagram in every category.
- [TikTok Creator Over-Index by Purchase Category](https://www.datapods.app/en/insights/media/social-media/ikea-tiktok-creator-purchase-over-index-germany.md): IKEA buyers are 12.5× more likely to have watched an affiliated TikTok creator before purchase than the general TikTok-active baseline — the strongest over-index across all five categories measured.
- [Spotify's Reach Among Active Audio-App Users](https://www.datapods.app/en/insights/media/usage-behavior/spotify-nutzeranteil-aktive-audio-app-nutzer-deutschland-dezember-2025.md): 67% of German Android users who streamed any audio app in December 2025 used Spotify — more than double YouTube Music's 32% and four times Amazon Music's 16%.
- [Weekly News-Feed Spikes: Instagram vs. Facebook](https://www.datapods.app/en/insights/media/social-media/instagram-facebook-news-share-weekly-2026.md): Instagram's news-feed share peaked at 7.4% in the week of June 29, 2026; Facebook's highest week hit 1.26% in November 2025
- [Who Delivers News on Instagram in Germany?](https://www.datapods.app/en/insights/media/social-media/instagram-news-content-by-account-type-germany-2026.md): Broadcaster and publisher accounts supply 77% of Instagram's news-oriented feed impressions; political creators add 20%
- [Instagram News Consumption by Age Group](https://www.datapods.app/en/insights/media/social-media/instagram-news-share-by-age-germany-2026.md): 18–24 and 45+ Instagram users show the highest news-feed share at 7.6–7.7%, outpacing the 25–44 cohort at 5.9–6.7%
- [Solar Eclipse Engagement by Age Group](https://www.datapods.app/en/insights/media/trends-and-topics/sonnenfinsternis-2026-engagement-altersgruppen.md): Adults aged 25–44 over-indexed on eclipse engagement across all three platforms, with 18–24s and 55–64s under-indexing most
- [Solar Eclipse 2026: Hourly Search Spike](https://www.datapods.app/en/insights/media/trends-and-topics/sonnenfinsternis-2026-google-suchanteile-stundlich.md): Eclipse-term searches hit 31.4% of all Google queries at 17:00 CET on Aug 12, 2026 peak hour
- [Eclipse Search Intensity: 2026 vs. 2025](https://www.datapods.app/en/insights/media/trends-and-topics/sonnenfinsternis-2026-vs-2025-suchanteil-vergleich.md): The Aug 2026 eclipse generated a 24× higher full-day search share than the March 2025 eclipse (8.0% vs. 0.33%) +2,324%
- [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.md): 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.
- [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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): What is target audience analysis? Methods, criteria, personas and an example, plus how to define your audience from real behavior, not assumptions.

## Articles

- [The Blind Spot in the Screening Question](https://www.datapods.app/en/resources/articles/screener-questions-behavioral-data-vs-stated-intent.md) — David Goldschmidt & Leander Kühr, 2026-08-17. The debate about screener quality is almost entirely about respondents who lie their way in. The reverse case produces selection bias in every sample.
- [Every Cultural Relevance Score in 2026 Is Built on the Loudest 1%](https://www.datapods.app/en/resources/articles/cultural-relevance-loudest-one-percent.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.md) — 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.
- [Browse all articles →](https://www.datapods.app/en/blog/consumer)

## Use cases

- [Customer Journey](https://www.datapods.app/en/use-cases/customer-journey.md): Which touchpoints create awareness, which trigger the purchase and which build loyalty. Datapods traces the real journey across platforms, your shop and your app, split by new and returning customers.
- [Competitive Intelligence](https://www.datapods.app/en/use-cases/competitive-intelligence.md): Who you actually compete with, where the customer bases overlap, which channels competitors hold them through, and whose customers you can win most easily. Observed in real purchases.
- [Media & Channels](https://www.datapods.app/en/use-cases/media-channels.md): Datapods shows where audiences see advertising, which channels competitors hold them through, and what actually happens after ad contact: search, app download, purchase.
- [Assortment & Pricing](https://www.datapods.app/en/use-cases/assortment-pricing.md): Which categories react to promotions, what lands in the basket together, and where demand shows up that your range does not serve. From real orders, receipts and searches.
- [Audiences & Segmentation](https://www.datapods.app/en/use-cases/segmentation.md): Segments from what people actually do: buy, search, watch, switch. Census-weighted, and available for qual and quant research at any time.
- [Churn & Win-Back](https://www.datapods.app/en/use-cases/churn-win-back.md): 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.
- [Influencers & Creators](https://www.datapods.app/en/use-cases/influencer-marketing.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): 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.md): “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.md): 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.md): Consumer privacy product: automated data-broker deletion across hundreds of brokers.

## Optional

- [About Datapods](https://www.datapods.app/en/about.md): Company overview.
- [Canonical facts for AI assistants](https://www.datapods.app/en/ai-instructions.md): Structured, verifiable reference on the company, the panel, the products, the funding, and the press record, with the source page for every fact.
- [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.md)
- [Cookie policy](https://www.datapods.app/en/cookie-policy.md)
- [User agreement](https://www.datapods.app/en/user-agreement.md)
- [Imprint](https://www.datapods.app/en/imprint.md)