# General Evidence

> 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 29,000+ 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. Consult the methodology of each statistic for its population coverage and weighting. 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.generalevidence.com/en/insights): All statistics, browsable by category and subcategory.
- [Consumption](https://www.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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

- [Pet Care Basket Size by Online Retailer](https://www.generalevidence.com/en/insights/consumption/product-categories/pet-category-basket-size-by-retailer-germany.md): Zooplus averages a €85 pet-care basket — more than 3× Amazon's €25 — reflecting a specialist-vs-marketplace split in online pet shopping +240% premium vs. Amazon
- [Multi-Pet Households Drive Online Pet Spending](https://www.generalevidence.com/en/insights/consumption/product-categories/multi-pet-owners-dominate-online-pet-spend-germany.md): Buyers with both cat and dog signals are 25.8% of online pet shoppers but generate 64% of category spend disproportionate 2.5× revenue weight
- [Online Pet Spend Wallet Share by Retailer](https://www.generalevidence.com/en/insights/consumption/product-categories/online-pet-spend-wallet-share-germany-retailer.md): Amazon captures 60.9% of tracked online pet-category spend in Germany, with Zooplus at 14.8% as the closest specialist rival
- [Pet Buyer Loyalty by Online Retailer](https://www.generalevidence.com/en/insights/consumption/product-categories/pet-category-repeat-purchase-rate-by-retailer-germany.md): 66% of Amazon pet buyers and 63% of Zooplus buyers placed 2+ orders within 18 months — the highest repeat rates of any online pet retailer in Germany
- [Secondhand Platform Reach Among German Adults](https://www.generalevidence.com/en/insights/consumption/retail/kleinanzeigen-vinted-rebuy-momox-reach-germany-2025-2026.md): Kleinanzeigen reaches an estimated 40.7% of German adults (~28.9M people) — dwarfing Vinted (6.9%), rebuy (12.1%), and momox (5.1%)
- [Age Profile of Secondhand Platform Visitors](https://www.generalevidence.com/en/insights/consumption/retail/secondhand-platform-age-profile-germany-2025-2026.md): Momox and rebuy visitors skew 35+ years old, under-indexing 18–24s — while Vinted over-indexes young adults versus the online baseline
- [Product Category Mix by Secondhand Platform](https://www.generalevidence.com/en/insights/consumption/retail/vinted-momox-rebuy-kleinanzeigen-category-mix-germany.md): Vinted and momox are fashion-first (65–68% of product views), while rebuy and Kleinanzeigen skew electronics — platforms serve fundamentally different buyer intentions
- [SHEIN & Temu vs H&M & Zara: Basket Size vs Frequency](https://www.generalevidence.com/en/insights/consumption/product-categories/shein-temu-vs-hm-zara-aov-bestellfrequenz-2026.md): SHEIN buyers order 5.57× per half-year — more than twice H&M's rate — but spend 30–45% less per basket (€39–48 vs €67–88) H1 2026
- [SHEIN & Temu Basket Size After the EU Customs Change](https://www.generalevidence.com/en/insights/consumption/product-categories/shein-temu-warenkorbwert-nach-eu-zollreform-2026.md): China-platform basket sizes jumped 38% to €56.83 after the EU's July 2026 customs reform, while order frequency fell 24% as buyers consolidated purchases
- [SHEIN Order Frequency Among German Buyers](https://www.generalevidence.com/en/insights/consumption/product-categories/shein-bestellfrequenz-deutschland-h1-2026.md): 63% of German SHEIN buyers placed 2 or more orders in the first half of 2026, with a median buyer ordering far more than any EU-based fast-fashion rival
- [Browse all consumption statistics →](https://www.generalevidence.com/en/insights/consumption)

## Statistics — Digital

- [E-Commerce Browsing Depth by Category](https://www.generalevidence.com/en/insights/digital/web-browsing/german-ecommerce-browsing-depth-by-category-2025-2026.md): All four product categories hit their browsing-depth trough in early 2026, with fashion and food rebounding most sharply by August
- [Deep Browsers Convert More — Germany E-Commerce](https://www.generalevidence.com/en/insights/digital/web-browsing/german-ecommerce-deep-vs-shallow-browser-conversion-2025-2026.md): Deep e-commerce browsers in Germany converted to a purchase within 30 days at a 3.2–9.8 percentage-point premium over shallow browsers across all 17 tracked months
- [Telemedicine Search Intensity by Age, 2026](https://www.generalevidence.com/en/insights/digital/search-queries/telemedicine-sick-note-search-intensity-by-age-germany-2026.md): Adults aged 30–44 consistently drove the highest weekly online-doctor and sick-note search intensity in Germany across 27 weeks March–August 2026
- [BahnCard 25 Buyers by Age Group](https://www.generalevidence.com/en/insights/digital/apps-mobile/bahncard-25-kaeufer-altersverteilung-2026.md): 18–24 year-olds are 2.4× over-represented among digital BahnCard 25 buyers compared to the browsing-active baseline
- [GLP-1 Weight-Loss Search Interest by Gender](https://www.generalevidence.com/en/insights/digital/search-queries/glp1-search-interest-gender-germany-2026.md): Women search for GLP-1 weight-loss treatments 2.5× more than men — a gap that held firm in both 2025 and 2026
- [GLP-1 Search Interest by Age Group in Germany](https://www.generalevidence.com/en/insights/digital/search-queries/glp1-search-interest-by-age-germany-2026.md): Adults aged 45–54 show the highest GLP-1 weight-loss search interest of any age group in both 2025 and 2026
- [NINA App Install Spikes on Germany's Warning Day](https://www.generalevidence.com/en/insights/digital/apps-mobile/nina-app-installs-warntag-spike-2023-2025.md): NINA's daily install share spikes 4–8× its baseline every year on Germany's national warning day.
- [Emergency App Retention After Warntag Install](https://www.generalevidence.com/en/insights/digital/apps-mobile/warntag-app-installer-retention-nina-katwarn-2023-2025.md): Warntag installers open the app twice as often in week one (10.9% vs. 5.3%), but most of both groups never return by day 97.
- [Do AI Apps Replace Google Search in Germany?](https://www.generalevidence.com/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.generalevidence.com/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%
- [Browse all digital statistics →](https://www.generalevidence.com/en/insights/digital)

## Statistics — Media

- [RTL+ and Joyn vs. ARD Mediathek Reach by Age](https://www.generalevidence.com/en/insights/media/usage-behavior/streaming-app-reach-by-age-primetime-germany-sept-2026.md): RTL+ and Joyn concentrate in the 30–49 age group (up to 2.2% primetime reach), while ARD Mediathek is the only app skewing to 50+ (1.2%)
- [ARD Mediathek Weekly Reach by Age Group](https://www.generalevidence.com/en/insights/media/usage-behavior/ard-mediathek-youth-reach-gap-august-2026.md): Only 4.7% of 18-to-29-year-olds visited ARD Mediathek weekly in August 2026 — less than half the 11.8–11.9% reach among 45–59s and 60+
- [Netflix Cancellation Rate by Subscription Tier](https://www.generalevidence.com/en/insights/media/video-streaming/netflix-cancellation-rate-by-subscription-tier-2026.md): Ad-supported Netflix subscribers visit the cancellation page at 12.5% — roughly double the rate of Standard (7.5%) or Premium (6.6%) subscribers over the same 6-month baseline.
- [Where Netflix Cancellation-Intent Users Go Next](https://www.generalevidence.com/en/insights/media/video-streaming/netflix-churn-signal-users-competitor-destinations-2026.md): Among German Netflix users who visited a cancellation page, 11.6% went on to visit Disney+ within 30 days — more than any other rival streaming service.
- [Netflix Cancellation Intent by Age Group](https://www.generalevidence.com/en/insights/media/video-streaming/netflix-cancellation-page-visits-by-age-group-price-hike-2026.md): Across all age groups, the share of Netflix visitors accessing the cancellation page showed no consistent uplift in the 4 days after the September 3 price hike versus the 14 days before.
- [Facebook Reach by Age Group in Germany](https://www.generalevidence.com/en/insights/media/usage-behavior/facebook-reach-by-age-germany-2026.md): Facebook reaches 30-49 and 50+ year-olds at more than double the rate of 18-29 year-olds — a gap that held firm from Q4 2025 to Q2 2026
- [Facebook Feed Scroll Depth by Age Group](https://www.generalevidence.com/en/insights/media/usage-behavior/facebook-feed-scroll-depth-by-age-germany-2026.md): Users aged 50+ scroll through more feed posts per session than users under 30 in Germany — older cohorts browse deeper and visit more often
- [Facebook vs. Instagram vs. TikTok: Engagement Depth](https://www.generalevidence.com/en/insights/media/usage-behavior/facebook-instagram-tiktok-engagement-depth-germany-2026.md): TikTok generates 44× more content events per shared user than Facebook in Germany — Instagram generates 9× more — pointing to a vast gap in engagement depth
- [Panettiere Death Search Spike vs. Matthew Perry](https://www.generalevidence.com/en/insights/media/trends-and-topics/hayden-panettiere-tod-suchanfragen-deutschland-2026.md): Panettiere's death drove a 1.04% daily search share in Germany on Aug 17 — 32% above Matthew Perry's matched-day peak of 0.79%
- [Pre-Purchase Creator Touch Rates: TikTok vs. Instagram](https://www.generalevidence.com/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.
- [Browse all media statistics →](https://www.generalevidence.com/en/insights/media)

## Guides

- [Competitive Analysis: Methods, Template and Example](https://www.generalevidence.com/en/resources/guides/competitive-analysis.md): What is competitive analysis? Methods (Porter, SWOT, benchmarking), a template and an example, plus how to analyze competitors on real customer data.
- [Concept Testing: Methods, Questions and Examples](https://www.generalevidence.com/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.generalevidence.com/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.
- [Customer Retention: Instruments, Measures and Metrics](https://www.generalevidence.com/en/resources/guides/customer-retention.md): What is customer retention? Instruments, measures and the key metrics (churn rate, retention rate, CLV), plus how to spot churn early from behavior.
- [First-Party Data: What It Is, Types and Why It Wins](https://www.generalevidence.com/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.generalevidence.com/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.
- [Market Analysis: Methods, Structure and Example](https://www.generalevidence.com/en/resources/guides/market-analysis.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.generalevidence.com/en/resources/guides/market-segmentation.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.generalevidence.com/en/resources/guides/swot-analysis.md): What is a SWOT analysis? The four fields, a template, an example, and how to ground opportunities and threats in real market data.
- [Target Audience Analysis: Methods, Example and Template](https://www.generalevidence.com/en/resources/guides/target-audience-analysis.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.generalevidence.com/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.generalevidence.com/en/resources/articles/cultural-relevance-loudest-one-percent.md) — David Goldschmidt & Leander Kühr, 2026-05-19. New General Evidence 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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.

## Use cases

- [Customer Journey](https://www.generalevidence.com/en/use-cases/customer-journey.md): Which touchpoints create awareness, which trigger the purchase and which build loyalty. General Evidence traces the real journey across platforms, your shop and your app, split by new and returning customers.
- [Competitive Intelligence](https://www.generalevidence.com/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.generalevidence.com/en/use-cases/media-channels.md): General Evidence 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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/en/use-cases/churn-win-back.md): General Evidence 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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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.generalevidence.com/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 General Evidence panel](https://www.generalevidence.com/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.
- [General Evidence for Business](https://www.generalevidence.com/en): Brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands.
- [Social attribution](https://www.generalevidence.com/en/products/social-attribution): Attribution product for social-driven traffic.

## Optional

- [About General Evidence](https://www.generalevidence.com/en/about.md): Company overview.
- [Canonical facts for AI assistants](https://www.generalevidence.com/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.generalevidence.com/en/bookdemo): Talk to the team about Enterprise access.
- [Contact](https://www.generalevidence.com/en/contact): General contact form.
- [Privacy policy](https://www.generalevidence.com/en/privacy-policy.md)
- [Cookie policy](https://www.generalevidence.com/en/cookie-policy.md)
- [Imprint](https://www.generalevidence.com/en/imprint.md)