Digital Media Types (DMT): New Study on Media Use in Germany
03.07.2023
What makes Germans "tick" and what is important to them? That's what the new Digital Media Types (DMT) study on media use in Germany shows. The DMT is an enhanced new edition of the renowned Media User Typology (MNT) of ARD and ZDF. Based on nine different user types, the DMT provides up-to-date and in-depth insights into the lifeworlds of different media usage groups and supports program creators and branders in format development and target group analysis.
The chart shows the nine DMT types with their share of the total population aged 14 and older.
Content of the DMT:
- Media Consumption: Special focus on digital and social media, without forgetting classic media like TV and radio!
- Leisure Activities & Subject Interests: What hobbies do the different types have and what interests them? Who prefers to play video games after work and who likes to go to the gym? Is the interest in politics and history or is the focus on family and partnership?
- Values & Attitudes: What makes the nine different types "tick"? What is important to them, and what are their attitudes toward different topics?
DMT vs. MNT: What is different?
ARD and ZDF's MNT typology was based on the Sinus-Milieus, which groups people with similar values and a comparable social situation. This survey methodology has now been further developed to adequately represent all different population groups. With the help of "mixed mode" (CATI dual frame and CAWI), younger and more mobile groups of people or users in particular were better included and represented.
You can learn more about the DMT Digital Media Types on our website via the button below. If you have any questions, feel free to write a message to our contact persons.
Your Contact
Annika Mollenkopf
Senior Research Manager