Millennial ownership of wearable fitness trackers in Germany in 2017

All respondents were born between 1981 and 1998 and are therefore considered millennials and 'digitalnatives'.

The "EgoTech" study was conducted in January 2017 by the successful full-service-agency for digital marketing and distribution solutions SYZYGY amongst roughly 1,000 respondents from the millennial target group (18-35 years old). To begin with, all respondents had to undergo an online psychological test to determine their personal level of narcissism. Subsequently, the so-called digital natives were surveyed on various topics such as digital technologies, social media and the use of apps on the basis of the previously performed classification. The result is a comprehensive cross-section of millennial attitudes, interests and consumption patterns. In addition to this insight, a lot can be learned about the connection between the degree of narcissism and the use of digital technologies. As a comparison group, around 1,000 older Germans who do not belong to the millennial generation were surveyed. Instead, they are classified as 'digital immigrants' and belong either to the so-called Generation X, born between 1965-1980, or the Baby-Boomer Generation, born between 1945-1964.