30 years of chip.de: From technology portal to everyday advice guide

Why does chip.de offer advice on rice cookers, tea, and other topics in addition to iPhone reviews? Editor-in-chief Manuel Schreiber explains why editorial expertise is indispensable today.

When chip.de went online 30 years ago, the internet was uncharted territory for many. Computers were considered complex, and technology was a hobby for the few. The content was aimed at people who wanted to dive deep: instructions, technical background information, context. Technology needed to be explained—and chip.de was the place to go for that.

Today, things are different. Technology is everywhere: in smartphones, household appliances, streaming services, and online contracts. Almost every purchasing decision now has a technical component, often without it being immediately apparent. The range of services offered by chip.de is now correspondingly broad: from tariff comparisons to product tests for everyday use.

This has also changed the questions people ask. Whereas technical depth used to be the main focus, today it's all about the desire for clarity: Which solution fits my everyday life and which doesn't? “The wide variety of products has greatly increased the need for guidance,” says editor-in-chief Manuel Schreiber. This is exactly what chip.de has been responding to for over 30 years. 

When technology became part of everyday life

For a long time, chip.de was considered a niche brand. Looking back, this was less due to the brand itself than to the times. In the 1990s, technology was still a marginal topic. With MP3 players, flat screens, and later smartphones, technology became part of everyday life. Accordingly, the need for expert advice grew.  

The core of chip.de remained the same: independent tests, objective test criteria, and clear classification by the experts at the chip.de editorial team. These principles still apply today, albeit in different areas. Today, they apply to many everyday decisions—from choosing the right household appliance to finding the right mobile phone tariff. 

Advice where it is needed

It is no coincidence that chip.de now covers more topics. The content is tailored to the current needs of users. Editor-in-chief Manuel explains how decisions are made about which topics to cover: “We don't ask ourselves what fits chip.de, but rather where people need guidance.” Search queries, social media, and market research, among other things, provide clues. Currently, there is strong interest in topics such as health, prevention, and longevity. 

Trust comes from experience

Millions of people use chip.de every month. The fact that they still trust the brand after 30 years is down to repeated positive experiences. Anyone who makes a good decision with the help of a test or saves money thanks to a tip will come back.

“If our tests and advice help people avoid making the wrong decisions and make the right ones instead, then we are doing our job well. That is exactly what builds trust,” he adds.  

Real people instead of automated recommendations

Looking ahead, it is clear that this requirement is becoming increasingly important. AI-generated content and fake websites are on the rise, especially on social media. Every day, users encounter supposed tests, rankings, and purchase recommendations, often without any real product testing.  

“This makes it all the more important to have classification by people who really know the products and can evaluate them soundly,” emphasizes Manuel. That's why chip.de deliberately relies on a professional editorial team. On experts who test, critically question, analyze, and take responsibility.

Whatever topics arise in the future, chip.de will accompany them—as a reliable partner in everyday digital life, where decisions are made.