VuMA 2025: Sustainable consumption and e-mobility
In the new VuMA Touchpoints 2025 report, radio marketing firm RMS highlights current trends in media usage and consumer behavior and reveals that sustainability and e-mobility are particularly important.
Radio marketer RMS has presented the data from the VuMA Touchpoints 2025 consumption and media analysis. The study offers in-depth insights into the living and consumption worlds of Germans and highlights trends that are important for media planners and advertisers. With a focus on audio, VuMA 2025 will once again provide relevant impetus for effectively addressing target groups.
The key findings:
- Focus on sustainable consumption: Almost a third of consumers attach great importance to regional origin (30.7%) and seasonality (29.7%) when buying food, which illustrates the increased importance of ecologically and socially responsible consumption.
- E-mobility is gaining momentum: 14.4% of respondents use an electric car, an increase of 2.8 percentage points compared to the previous year. 42.6% generally use electric means of transportation (VuMA 2024: 37.9%). This shows a clear trend towards electric mobility.
- Digitalization of travel bookings: 57.3 percent of respondents prefer online booking platforms - a clear indication of the dominance of digital channels in the travel industry.
- Audio continues to have a wide reach: 45.7% of respondents listen to the radio every day, while the daily use of music streaming services has risen to 30.3%.
More about the study is available here.
