Online services: brand vs. price awareness in Germany 2021

This graph presents the results of a survey on the brand and price awareness of consumers regarding online services in Germany from 2017 to 2021. In 2021, 28.8 percent of Germans aged 14 years and older paid more attention to the brand rather than to the price when it came to online services.

Which is more important to you when it comes to online services: brand or price?

Characteristic	Brand	Price	Don't know
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Release date

November 2021

More information

Region

Germany

Survey time period

2017 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on base:
German-speaking population age 14 and older

Information on random sample:
2017: 23,106 respondents, projected base of 70.09 million people
2018: 23,389 respondents, projected base of 70.45 million people
2019: 23,120 respondents, projected base of 70.60 million people
2020: 23,138 respondents, projected base of 70.63 million people
2021: 23,299 respondents, projected base of 70.54 million people

The figures refer to the following studies:
2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.

You can find further information on the methodology here.

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