Consumers do not want to tighten their belts

Many German consumers are concerned about the energy crisis and inflation. Saving money wherever possible is the order of the day – actually. Because there are some areas that hardly have to fear reluctance from their customers. Apple and Netflix can breathe easy.

Apple and Netflix still on top: Germans don’t want to save

Global economic output is currently deteriorating sharply. Germany is not only facing extreme price increases, but is also, according to various experts, on the way to a recession. The buying mood of the Germans is low: Those who can keep their money together and only gives out what is necessary. But that probably doesn’t apply to all areas.

A survey by the management consultancy Deloitte has shown that there is hardly any pressure to save on digital consumer goods. Around half of German citizens plan to spend 2022 at the previous year’s level. 36 percent would spend even more for new end devices such as a smartphone than in the previous year (source: dpa via horizon).

This is a good sign, especially for high-priced providers like Apple. According to the survey, when choosing a new smartphone, the Battery life is the most important criterion, followed by good usability and the camera quality. The price does not play a role in the top 3. But it’s not just when it comes to hardware that there are still consumers who don’t look at their money yet.

Streaming still popular, but prices are becoming more important

A large proportion of consumers in Germany also want this do not cut back on media subscriptions. Compared to 2020, the proportion of streaming customers even increased once in 2021, from 61 to 65 percent. So there is still growth, even if it has weakened according to the management consultancy. The main reason is that strong competition in the streaming marketwhich the market leader Netflix is ​​particularly feeling.

The major streaming services compared: who suits you best?

Promotional subscriptions with cheaper monthly prices should therefore become more common in the future in order to convince price-conscious customers. Netflix has already started its corresponding subscription level, and Disney + shouldn’t be long in coming.

However, you have to put the numbers from the Deloitte survey in perspective: more than 38,000 people in 22 countries were surveyed, and more than 2,000 Germans took part in the survey. However, she found already in June and July 2022 instead of. The most recent cost explosions, for example for gas and electricity, are therefore only likely to have played a role for the most farsighted consumers.