The AWA includes data on more than 2,000 markets and submarkets, reporting on the purchasing and consumption habits, dimensions of interest and patterns of behavior of roughly 70 million consumers. The wide array of topics and markets, products and services ascertained in the AWA ranges from sociodemographics to sports and leisure time, vacation and travel, financial investments and insurance, home and living, computers, telecommunications, motor vehicles, fashion, health, household, food, drink, and smoking.
The AWA is distinguished by its focus on the many sociopolitical and sociocultural factors that effect consumer behavior. In addition, the study ascertains typological information that describes both consumption styles and behavior, as well as various aspects of media consumption. Along with the highly differentiated sociodemographic characteristics ascertained in the study, the AWA also includes findings on interest in politics and party preferences, values, interest in information on a broad array of topics, leisure-time activities, brand awareness, openness to technology and attitudes towards innovation.
The AWA measures media consumption and reach in all of the different media genres. The study focuses primarily on print media, with data on about 280 print titles across the entire spectrum of the highly differentiated print segment in Germany. The AWA includes many special interest titles and magazines aimed at specific target groups which are not ascertained in other studies. In addition, the AWA measures consumption of the most important TV channels, along with radio, the Internet and moviegoing frequency. The study also measures billboard advertising and advertising on public transportation.