How to do creativity with the internet

Study: Internet makes people creative

Press release | Gütersloh, June 8th, 2016

  • 71 percent of Germans, 73 percent of French and 63 percent of British are creative, even online
  • Occupation with videos, photos and online tutorials are particularly popular
  • The creative industries in core European countries generate 135 billion euros in gross value added and employ 3.5 million people

Most of the people in Germany, France and Great Britain consider themselves creative. According to a current, representative survey by the London trend research institute Enders Analysis on behalf of the international media, service and education company Bertelsmann, 71 percent of all Germans, 73 percent of all French and 63 percent of all Britons consider themselves creative people.

Two thirds of the respondents stated that they use the internet with its social networks as a creative platform. According to the survey, the most popular creative activities on the Internet include uploading and editing pictures and videos as well as personalizing gifts and photo books. More than a third of German and British internet users and half of all French internet users surveyed are inspired by online tutorials. Around a quarter of the respondents in France stated that they publish blog posts themselves; in Germany (12 percent) and Great Britain (15 percent), users are more cautious on this point.

The study presented today, in which Enders Analysis examined Europe's creative centers, confirms the economic relevance of the creative industries in Germany, France and Great Britain. The around 430,000 creative companies there generate gross added value of around 135 billion euros annually and employ 3.5 million people.

Thomas Rabe, CEO of Bertelsmann, explained: “Europe is and will remain a creative center of the world. The creative companies, to which Bertelsmann belongs as the European market leader, make a significant contribution to value creation, employment and social participation in Europe in the digital age. In order for it to stay that way in the future, a reliable political and regulatory framework is still required. "

As the Enders study shows, Germany - measured in terms of its economic size - continues to be the leading creative location in Europe (approx. 52 billion euros in gross value added in 2013), followed by Great Britain (approx. 51 billion euros) and France (approx. 33 billion euros). In Germany, 1.1 million people work in creative companies, in Great Britain and France 1.2 million people each. The growth rates of the creative industries in Germany, Great Britain and France were 15.5 percent, 27.6 percent and 0.2 percent; while the respective overall economy grew by 14.7 percent (Germany), 16.8 percent (Great Britain) and 9.2 percent (France) in the same period. This shows that the British creative industry developed very strongly compared to the economy as a whole. In Germany, the growth of the creative industry is comparatively moderate, while in France it lagged behind the growth of the economy as a whole.

For 65 percent of Germans, media companies are important or very important for the economy as a whole. This opinion is shared by 57 percent of respondents in France and 37 percent of British respondents with regard to their respective country.

For the study, commissioned by Bertelsmann in June 2016, the polling institute YouGov asked a total of 5,267 people in Germany, Great Britain and France about their views on the creative industries and their personal behavior on the Internet.

The full study can be found in the right column under "Material".

About Bertelsmann
Bertelsmann is a media, services and education company that is active in around 50 countries around the world. The group includes the television group RTL Group, the book publishing group Penguin Random House, the magazine publisher Gruner + Jahr, the music company BMG, the service provider Arvato, the Bertelsmann Printing Group, the Bertelsmann Education Group and the international fund network Bertelsmann Investments. With 117,000 employees, the company achieved sales of 17.1 billion euros in the 2015 financial year. Bertelsmann stands for creativity and entrepreneurship. This combination enables first-class media offerings and innovative service solutions that delight customers all over the world.