Digital consumers in Germany

Abstract

This chapter compares and contrasts German consumer’s purchasing behaviour before and during the COVID-19 pandemic. Germans in general have not used digital media to the same extent that other European countries have. German consumers have exhibited a reluctance towards cashless payments in the past. This helps explain why German consumers have not been at the forefront of digital media use in Europe. The advent of the COVID-19 in 2020 and the resultant lockdown imposed by the German government forced a change in consumer behaviour. Many retailers were now only accessible via digital media and for reasons of hygiene, cashless payment methods were preferred. Consequently, online sales increased and cash payments decreased. While some surveys indicate that German consumers will continue this trend after the pandemic, other studies imply that German consumers will revert to their old habits. That is why this chapter examines the statistical data of online use, the preferred payment methods before and during the pandemic, briefly outlines the governmental measures undertaken to curb the pandemic, and describes those aspects of German culture which help explain the behaviour of consumers in Germany. It ends with a discussion of these data and information and what the possible implications might be for the future.