AGOF internet facts 2009-III english version

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Summary of the main results of the German online study "internet facts" 2009-III

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AGOF internet facts 2009-III english version

  1. 1. AGOF internet facts 2009-III Munich, December 10, 2009 1
  2. 2. Profile AGOF internet facts 2009-III  Population: 64.82 Mio. Germans Age 14 and older  Sample: 116.088 unweighted cases (104.299 Onliners)  Timeframe: July to September 2009  Websites: 621  Placement Units: 3.144  Product Categories: 59 2
  3. 3. New websites in internet facts 2009-III  4wheelfun.de  Nordsee-Zeitung  airliners.de  Pinneberger Tageblatt  apotheken-umschau.de  pixelio.de  BlackBerry World  Private-Krankenversicherung.de  Brash  Radio Gütersloh  burdastyle.de  Radio Hochstift  Carmondo/ BRASH Cars  rap.de  competitionline  Daily Dose  Rockhard.de  Das Haus Online  RTLregional.de Gesamt  Edgar.de  SFT (SpieleFilmeTechnik)  Fliegen.com  Songtexte.com  Freizeitfreunde Online  Southpark Studios  funsporting.de  SpielAffe.de  GameOne  sport-auktion.de  GPSies.com  SURF-Magazin  handball-world.com  Toms Networking  hiphop.de  TORfabrik  jamfm.de  tripwolf.com  just2guide  KinderCampus.de  tvDIGITAL  Kredit.de  VDI nachrichten + Spektrum der Wissenschaft  Lecker.de  Vital  mitfahrgelegenheit.de  weg.de  motoso.de  Wilhelmshavener Zeitung  neckermann-reisen.de  Windows Live  netzathleten.de  y-style.de 3
  4. 4. Over 44 Million Germans use the Internet 64,82 mil. Germans 14 years and older Use the Internet 44,38 mil. (68,5%) Have used the Internet in 43,49 mil. the last 3 months (67,1%) Base: 116.088 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 4
  5. 5. Virtualy everyone in younger age groups is online! Online-use (last 3 months) according to age and gender Figures in % 100 95,7 96,7 92,6 94,5 90,8 90 86,4 84,1 80 77,5 72,1 70 59,1 60 Women 50 38,9 40 Men 30 18,5 20 10 0 14-19 20-29 30-39 40-49 50-59 60+ Legend: 95,7 percent of all women between 14 and 19 use the internet Base: 116.088 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 5
  6. 6. Only the target group 60 years and older remains to use the internet below average Online-use (last 3 months) indicated according to gender and age Index 100 = Total Population Men 110 111 Women 90 89 14 - 19 143 149 139 2009-III 20 - 29 144 2008-III 30 - 39 132 134 40 - 49 121 119 50 - 59 98 96 60+ 41 38 20 40 60 80 100 120 140 160 Base: 116.088 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 6
  7. 7. Above average internet use in higher income households or with higher education Online-use (last 3 months) indicated according to net household income and education Index 100 = Total Population under 1.000 EUR 93 93 1.000 to 2.000 EUR 86 85 2.000 to 3.000 EUR 102 102 3.000 EUR or more 122 124 2009-III 2008-III None or Secondary Modern/Primary School 75 74 Secondary Schools 113 113 (Specialised) A-levels 133 136 University degree 124 127 40 60 80 100 120 140 160 Base: 116.088 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 7
  8. 8. The majority of online users are male and younger than 50 Gender and age of Online-user Data in mil. / % 14-19 5,19 4,96 12% 11% 20-29 Male 6,57 8,3 30-39 19,95 15% 19% 46% 23,54 40-49 54% 50-59 10,13 8,34 Female 24% 19% 60 years and older Base: 104.299 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 8
  9. 9. Two thirds of the online users are employed and have at minimum completed continued education Eduation and Occupation Data in mil. / % 1,86 No School Leaving 3,41 In Education 7,38 4% Certificate 7,00 8% 17% 4,4 17% Secondary 10% 12,03 Modern/Primary 28% School Employed 5,31 Secondary Schools 12% (Specialised) A- Retired/Pensi levels oner 16,91 University degree 28,58 39% 66% Unemployed Base: 104.299 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 9
  10. 10. Relatively balanced income structure among onliners Own income and net household income Datain mil. / % 4,62 6,53 11% 15% under 1.000 EUR 12,1 4,7 13,33 28% 11% 31% 1.000 to 2.000 EUR 2.000 to 3.000 6,85 EUR 12,56 16% 29% 3.000 EUR and more 15,28 No income 11,08 34% 25% Own Income Net household income Base: 104.299 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 10
  11. 11. Onliners listen to more music and do more sport but use less classic media Leisure activities and media use (at least weekly) Figures in % 84,3 Television 90,5 77,0 Listening to Radio 75,5 71,3 Reading Newspapers 82,3 50,6 Listening to Music 22,8 46,8 Do excercise 36,4 Onliners 40,7 Reading Books 35,3 28,4 Offliners Reading Magazines 37,0 17,2 Handcraft, Housework, Sewing, Knitting 23,0 12,4 Watching DVDs/Videos 5,8 10,1 Going out 4,8 0 20 40 60 80 100 Base: 116.088 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 11
  12. 12. The internet is used predominantly at home 16 % already are currently online out of home Place of use (at least occaisionally) Figures in % 94,5 At Home 92,6 32,4 At work 34,0 30,9 At friends/family 29,9 2009-III 2008-III 15,7 Mobile / out of home 12,5 9,0 In public places 9,4 8,5 In school/university 9,9 0 20 40 60 80 100 Base: 104.299 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 12
  13. 13. DSL continues to marginally increase in 2009 DSL penetration by quarter Figures in % 80 70,9 71,0 70,7 68,6 68,9 69,6 68,7 70 61,6 61,2 60 56,3 55,8 48,8 48,8 50 42,2 41,8 40 36,6 36,7 34,2 30 20 10 0 2005-II 2005-III2005-IV 2006-I 2006-II 2006-III2006-IV 2007-I 2007-II 2007-III2007-IV 2008-I 2008-II 2008-III2008-IV 2009-I 2009-II 2009-III Base: 98.289 cases (=41,54 mil. Onliners at home) Source: AGOF internet facts 2005-II - 2009-III / Plan.Net Strategic Planning 13
  14. 14. Onliners use more weather services, product reviews and blogs Information sources used online (at least occaisionally) Figures in % E-Mails 88,7 Sport results 37,5 88,6 38,9 Search Engines 84,4 Eating and drinking 32,4 87,2 30,5 News on world affairs 64,5 TV guide 28,9 64,1 27,6 Weather 63,5 Family and children 26,9 44,2 28,9 Online-shopping 63,2 Job search 24,0 61,0 19,6 2009-III Regional and local news 57,3 Flirting and contacts 20,7 55,9 21,4 2008-III Online-Banking 55,1 Celebrities 20,4 54,0 19,2 Chatting and forums 42,4 Fitness and Wellness 19,1 40,0 19,9 Product reviews 38,9 Property search 17,4 25,9 12,6 Messenger 38,5 Weblogs/Blogs 15,6 39,9 7,8 Films and cinema listings 38,2 Horoscopes 10,4 34,8 6 0 20 40 60 80 100 0 20 40 60 80 100 Base: 104.299 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 14
  15. 15. Books, Traveling and tickets are the most searched items on the internet Top-20 searched for products online Figures in % Books 58,2 Computer Hardware 40,5 55,1 39,1 Vacations 56,2 Films on DVD/Video 39,0 55,2 38,2 Tickets 55,3 Shoes 37,5 53,0 34,2 Hotels 49,7 Health products and Medicine 37,1 47,4 34,0 Music-CDs 47,9 DSL, Broadband 37,0 46,2 38,0 2009-III 45,8 36,7 2008-III Train tickets Used cars 36,5 42,9 Furniture 45,2 Mobile contracts and tariffs 36,6 42,4 36,3 Flight tickets 44,9 Womens clothing 36,3 43,8 34,0 Telecommunications 42,7 36,2 Sports articles 33,9 products 42,4 Digital Cameras 41,2 Mens clothing 35,1 40,6 32,4 0 20 40 60 80 0 20 40 60 80 Base: 115.917 cases (=42,22 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 15
  16. 16. Books, tickets and CDs are most purchased items online Top-20 purchased products online Figures in % Books 39,6 Films on DVD/Video 20,1 37,2 19,8 Tickets 33,3 Train tickets 19,1 31,5 18,3 Music-CDs 25,2 Shoes 18,6 23,8 16,7 Hotels 24,9 Health products and medicine 16,9 22,6 14,6 24,0 Computer Software (no 16,1 Womens clothing 22,4 15,2 2009-III games) 23,7 15,8 2008-III Vacations Furniture 14,9 21,9 Flight tickets 23,0 Sports gear 15,6 22,2 14,3 Toys 21,7 Telecommunication products 14,0 20,5 14,4 Mens clothing 20,4 Computer/Video games 13,3 19,4 12,7 Computer hardware 20,3 Broadband 12,3 20,0 14,8 0 20 40 60 0 20 40 60 Base: 115.917 cases (=42,22 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 16
  17. 17. Publisher-Ranking Q3 2009 TomorrowFocus climbs to 3rd place Publisher Net-Reach in % Unique User Shift of 09-II 09-III in Mio. UU to 09-II 1 1 InteractiveMedia 51,2 22,27 1,56 2 2 United Internet Media 46,4 20,17 0,41 4 3 Tomorrow Focus 45,8 19,93 3,67 3 4 SevenOne Media 44,3 19,27 0,04 5 5 AOL 38,5 16,73 1,14 6 6 Ströer Interactive 35,1 15,26 0,91 7 7 Microsoft Advertising 33,8 14,71 0,77 8 8 IP Deutschland 33,1 14,39 0,79 9 9 IQ Media 32,9 14,31 0,80 12 10 Axel Springer 31,4 13,64 1,21 11 11 Yahoo! 30,9 13,45 0,59 10 12 AdLINK Media & Hi-media 30,7 13,36 0,31 14 13 AdPepper Media 29,2 12,69 0,92 13 14 freeXmedia 28,8 12,54 0,25 16 15 OMS 27,6 12,02 1,35 15 16 G+J EMS 27,3 11,88 0,57 17 17 SPIEGEL QC 23,0 10,02 0,28 19 18 Unister Media 15,9 6,90 0,54 20 19 MySpace/Fox Interactive Media 11,2 4,86 -0,17 21 20 eBay Advertising Group 9,4 4,08 -0,04 Base: 104.299 cases (= 43,49 mil. Online users in the last 3 months) in an average month in Q3 2009) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 17
  18. 18. Top-20 websites by reach in Q3 2009: T-Online in the lead, Yahoo! back in Top-3 Website Range Unique User Contacts Ø in % in Mio in Mio. Contacts T-Online 39,3 17,1 3.341,3 195,3 WEB.DE 32,0 13,9 2.498,7 179,7 Yahoo! Deutschland 23,7 10,3 959,5 92,9 GMX 19,9 8,7 1.880,9 216,9 MSN.de 19,7 8,6 529,0 61,6 CHIP Online 15,7 6,9 244,3 35,7 wer-kennt-wen.de 15,5 6,8 4.382,4 649,5 Windows Live 15,0 6,5 779,1 119,6 RTL.de 14,9 6,5 360,0 55,5 BILD.de 14,5 6,3 1.273,2 202,4 MyVideo 13,3 5,8 337,3 58,2 gutefrage.net 13,2 5,8 38,0 6,6 StayFriends 13,1 5,7 231,6 40,6 SPIEGEL ONLINE 13,0 5,7 503,4 89,1 wetter.com 12,3 5,4 146,2 27,3 ProSieben.de 12,2 5,3 313,1 59,1 studiVZ 12,1 5,3 3.815,5 727,1 Ciao.de 12,0 5,2 31,9 6,1 N24.de 11,9 5,2 56,8 10,9 meinVZ 11,6 5,1 2.418,2 478,2 * Base: 104.299 cases (= 43,49 mil. Online users in the last 3 months) in an average month in Q3 2009) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 18
  19. 19. T-Online gains 1.2 million users, Windows Live enters Top-10, ProSieben.de drops to 16th place 09-II 09-III Website Unique User Shift of in Mio. UU to 09-II 1 1 T-Online 17,11 1,21 2 2 WEB.DE 13,90 0,92 4 3 Yahoo! Deutschland 10,33 0,18 5 4 GMX 8,67 0,15 3 5 MSN.de 8,58 -2,05 9 6 CHIP Online 6,85 0,94 7 7 wer-kennt-wen.de 6,75 0,37 --- 8 Windows Live 6,52 6,50 6 9 RTL.de 6,49 -0,03 12 10 BILD.de 6,29 0,70 10 11 MyVideo 5,80 -0,09 19 12 gutefrage.net 5,75 0,95 15 13 StayFriends 5,70 0,59 11 14 SPIEGEL ONLINE 5,65 0,04 18 15 wetter.com 5,36 0,52 8 16 ProSieben.de 5,30 -0,63 13 17 studiVZ 5,25 -0,08 20 18 Ciao.de 5,22 0,43 14 19 N24.de 5,19 -0,05 23 20 meinVZ 5,06 0,64 Base: 104.299 cases (= 43,49 mil. Online users in the last 3 months) in an average month in Q3 2009) Source: AGOF internet facts 2009-III / Plan.Net Strategic Planning 19
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