Observed Signal · Dec 23, 2019 · Market Research / Survey · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Home Office Rising: Why More Employees Work From Home
Home Office is increasing in popularity in Germany for reasons such as more time with family, reduced stress, and a calmer work environment. A market study cited by online publisher OnlineMarketing.de, based on Horizont’s research, found that 84% of Germans feel more productive working from home than in the office, while only 30% of large German companies share this view. The article cites long commutes, transportation hassles, mental health considerations, caregiving responsibilities, and parenting pressures as drivers of the preference for remote work. In practice, the survey reports tradeoffs: 57% would give up a company car to switch to home office; one in three would forego two vacation days; and one in four would decline a promotion, with women more willing (29%) than men (19%). Reported satisfaction stands at 88%, with flexibility, focused work, and time saved from commuting identified as major benefits. The piece advocates individualized discussions rather than assuming laziness.
General trend toward remote work; not specific to AdTech.
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Key Takeaways & Evidence Grounding
- 84% of Germans say they are more productive at home office than in the office.
- Only 3 of 10 large German companies think their employees are more productive at home.
- 57% would give up their company car to switch to home office.
- One in three would forgo two vacation days; 25% would decline a promotion (women 29% vs men 19%).
- 88% satisfaction with home office; major benefits include flexible scheduling, better focus, and time savings from commuting.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Gen Z Brand Check: How Young People Really See Nivea
HORIZONT published an exclusive survey (Aug 31, 2026) conducted with market research firm Innofact and youth online panel Gutfeel that explores how Generation Z perceives the Nivea brand. The piece reports that Nivea — long seen as an emblematic personal-care brand — is experiencing weak growth and outlines what the survey identifies as the brand's current strengths and future challenges among younger consumers. The article is authored by Catrin Bialek and frames the findings as relevant to Nivea's brand and marketing strategy.
Ahead uses community and creators to reshape snacks
D2C snack brand Ahead is featured in HORIZONT's "Un:filtered" series, where co-founder and CEO Philip Brohlburg discusses the company's move from direct-to-consumer into grocery retail, its mission to normalise lower-sugar diets, and the strategic role of its community and creators who are integrated into the team. The article appears as part of the HORIZONT x Social Match Un:filtered collaboration and includes commentary from Martin Wroblewski of Social Match by We Are Era.
German TV Ad Revenues Fall Sharply in July
HORIZONT reports that the German TV advertising market cooled in July after a World Cup-driven short-term peak. An exclusive Advision analysis for HORIZONT shows that TV sales houses (Vermarkter) saw their advertising revenues decline markedly. The article states companies spent roughly €934 million gross on TV ads in Germany in July. The piece highlights how strongly individual TV vendors were affected and which companies reduced their spending.
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