Factors influencing purchase decisions for sports brands (by age)

The chart documents which factors influence purchase decisions for sports brands among people interested in sport, broken down across five age groups from 16 to 64 years. Data were collected in Germany in September 2025.

Across the total group, product quality (64%) and price (61%) rank as the two leading factors. Both show a clear age gradient: product quality rises from 33% among 16–24-year-olds to 76% among 55–64-year-olds. Price follows a similar pattern, from 50% in the 25–34 group to 69% among 55–64-year-olds. Design/aesthetics remains comparatively stable across age groups, peaking at 50% among 25–34-year-olds and staying between 39% and 42% in all other cohorts. Social media and influencer influence runs in the opposite direction: it reaches 22% among 16–24-year-olds and falls to 2% among 55–64-year-olds. Peer influence from friends and family follows the same direction, at 18% for 16–24-year-olds versus 3% for the 55–64 age group.