Every 8-10 weeks, together with the market research institute K&A BrandResearch AG from Röthenbach b. Nuremberg, we conduct representative studies in the German horizoom panel on socially relevant topics in order to use intelligent questioning techniques to investigate so-called say-do gaps, i.e. differences between self-statements and actual everyday behavior.
The most recent study focused on the European Football Championship, the expectations of Germans and their attitudes towards different countries and regions.
As many as 45% of Germans are enthusiastic about soccer (Top 2/5 Box Scale), 33% of women and 58% of men and an impressive 71% show an interest in the European Championship matches. Of the soccer fans, 10% believe that the Germans will win the European Championship, or 6% of the total population. The majority expect an elimination in the quarter-finals (30%) or semi-finals (23%).
While only a few believe that the Germans will win the title, 39% of Germans would give the Germans the win, followed by Spain (20%), France (19%), Italy (16%) and England (14%), meaning that the big soccer nations dominate.
When asked about their expectations of the European Championships, many believe that Germany will be able to present itself as a hospitable host (47%) and that the European Championships will promote tourism and the economy (46%). Joint celebrations (41%) and a feeling of togetherness among people of different origins and societies are expected (40%), although only 18% consider Germans to be open and tolerant and only 13% consider Germans to be friendly and open-minded.
Nations that Germans regard as friendly – such as the classic vacation countries, Scandinavian countries and their direct neighbors – are most likely to win the European Championship title.
The results of the study show that Germans are looking forward to the European Championships and expect positive effects from them. The will and desire is there to present themselves as an open and good host, similar to the 2006 World Cup with its almost summer fairytale and the motto at the time “The world as a guest with friends”. Only the belief in these qualities of the Germans seems to have faded since 2006. It is therefore to be hoped that, perhaps supported by convincing performances from the national team and public-viewing-friendly weather, the host euphoria will quickly take hold and turn the European Championships into a European festival of joy and community. True to this year’s motto “United by Football”.
Detailed results and information on the study, including a study profile, can be found at: https://ka-brandresearch.com
