AGOF internet facts 2010-IV english version

agof internet facts 2010-IVplan.net group for digital communication22.03.2011 1

profile agof internet facts 2010-IV Universe: 70,51 m (German speaking population in Germany 14 years and older) Sample: 112.450 unweighted cases (101.726 onliners) Time frame: October – December 2010 Reported websites: 716 Reported placement units: 3.731 Reported product categories: 59

new websites in internet facts 2010-IV Antenne Thüringen  harmony.fm  RPR1.de audio.de  HTML-World  simfy.de Autogazette.de  its4families  SpieleRadar Baby-Vornamen.de  Jobpilot.de  spielerkabine.net billigflieger  kaufDA  starcookers.de Boerse Stuttgart  Kinopolis Online  stardoll boerse-frankfurt.de  kulturnews.de  stereoplay.de Celebrity  kurz-mal-weg.de  t3n.de Charts.de  metal.de  travel24.com colorfoto.de  motorleben  Traveling-World Comunio.de  Moviepilot  tuningsuche.de connect online  Radio RSG  tvister.de DAF Deutsches Anleger Fernsehen  radio TOP 40  wetterauer-zeitung.de eishockey.net  Radio Wuppertal  winter-wonderland.de Habbo  radsport-aktiv.de

website-ranking q3 2010: net reach Ø monthno changes in the top-3, gutefrage.net enters on #4 2010 2010 Net reach Unique User Difference in Impressions Ø Website IV III in % in m UU to 2010-III in m Impressions 1 1 T-Online 48,6 24,61 -1,85 3.102 126 2 2 eBay.de 46,9 23,78 +0,44 4.884 205 3 3 WEB.DE 33,6 17,01 -0,63 2.740 161 4 6 gutefrage.net 28,5 14,46 +1,23 72 5 5 4 Yahoo! Deutschland 28,4 14,40 -0,86 1.096 76 6 5 MSN 26,6 13,48 -0,06 480 36 7 8 GMX 25,9 13,14 +0,10 2.187 167 8 11 CHIP Online 24,3 12,31 +1,22 311 25 9 7 VZ Netzwerke 23,9 12,11 -0,96 7.544 623 10 9 BILD.de 23,7 11,99 +0,08 1.836 153 11 10 Windows Live 20,4 10,36 -0,92 348 34 12 16 MyVideo 19,6 9,95 +1,37 184 19 13 14 SPIEGEL ONLINE 19,0 9,61 +0,26 647 67 14 15 N24.de 18,7 9,49 +0,41 51 5 15 13 RTL.de 18,4 9,32 -0,97 302 32 16 18 ProSieben.de 17,7 8,96 +1,35 263 29 17 12 wetter.com 16,4 8,34 -2,51 172 21 18 26 chefkoch.de 16,0 8,09 +1,28 175 22 19 28 computerbild.de 15,8 8,01 +1,46 167 21 20 17 News.de 15,1 7,66 -0,15 20 3Base: 101.172 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older)Time frame: Ø month in Q4 2010 (October-December)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 4

top 20 social web platforms reported in agofgutefrage.net at #1, myvideo and meinvz trail 2010 2010 Net reach Unique User Difference in Impressions Ø Website IV III in % in m UU to 2010-III in m Impressions 1 1 gutefrage.net 28,5 14,46 +1,23 72 5 2 3 MyVideo 19,6 9,95 +1,37 184 19 3 2 meinVZ 18,1 9,18 -0,47 2.498 272 4 5 wer-kennt-wen.de 14,3 7,24 -0,09 3.906 539 5 4 Ciao 13,6 6,89 -0,47 27 4 6 6 studiVZ 11,3 5,74 -0,89 1.918 334 7 7 StayFriends.de 11 5,58 -0,07 227 41 8 8 schülerVZ 8,7 4,41 -1,21 2.616 593 9 9 Glam 8,6 4,33 +0,26 34 8 10 10 QYPE.com 8,2 4,18 +0,11 16 4 11 11 motor-talk.de 6,2 3,15 -0,10 36 11 12 12 Clipfish.de 5,8 2,94 +0,54 48 16 13 14 Flickr Deutschland 4,6 2,32 +0,10 86 37 14 13 Lokalisten 4,5 2,28 +0,05 415 182 15 16 KWICK! 4,5 2,26 +0,30 744 330 16 17 lastfm.de 3,8 1,94 0,00 41 21 17 15 transfermarkt.de 3,3 1,68 -0,46 99 59 18 18 sevenload 3,2 1,62 +0,17 10 6 19 19 Knuddels.de 2,3 1,19 +0,02 95 80 20 24 NetMoms 1,9 0,98 +0,70 20 20Base: 101.172 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older)Time frame: Ø month in Q4 2010 (October-December)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 5

publisher ranking q4 2010ip deutschland takes #4 Net reach Unique User Dfference to 2010-IV 2010-III Publisher in % in m UU zu 10-III 1 1 InteractiveMedia 62,0 31,85 -0,45 2 2 TomorrowFocus 60,6 30,74 +-0,05 3 3 SevenOne Media 55,5 27,30 +0,84 4 5 IP Deutschland 53,3 26,13 +0,90 5 4 United Internet Media 51,4 26,49 -0,43 6 6 eBay Advertising 50,3 25,30 +0,18 7 9 Axel Springer Media Impact 46,4 22,98 +0,53 8 8 Ströer Interactive 45,6 23,22 -0,13 9 7 Yahoo! Deutschland 44,6 23,42 -0,83 10 10 Microsoft Advertising 42,2 21,91 -0,53 11 12 G+J EMS 40,1 19,12 +1,20 12 11 OMS 39,7 20,22 -0,12 13 13 ad pepper media 36,5 19,09 -0,57 14 14 iq digital 36,3 18,70 -0,30 15 15 Unister Media 32,2 16,58 -0,28 16 16 Hi-media Deutschland 32,1 16,10 +0,17 17 17 freeXmedia 30,5 15,97 -0,52 18 18 Spiegel QC 27,2 13,75 +0,03 19 19 Glam Media 22,5 6,87 +4,56 20 31 Quarter Media 14,6 3,13 +4,26Base: 101.172 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older)Time frame: Ø month in Q4 2010 (October-December)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 6

Over 50 million onliners in Germany 70,51 m German speaking population 14 years and older 51,78 m (73%) use the internet 50,67 m (72%) have used the internet in the last 3 monthsBase: 112.517 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 7

internet penetration in germany is at 73%Onliners (last 12 months)Figures in %80 72 72 73 73 69 6970 66 66 67 67 64 64 63 65 61 6160 58 57 57 57 58 58 56 57 54 55 55 55 55 52 51 52 53 50 5050 47 42 44 4040 36 3130 28 25 2120 15 16 13 1410 0 I II III IV I II III IV I II III IV I II III IV I II III IV I II III IV I* II III IV I II III IV I II III IV I II III IV I II III IV I II III IV 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*No available data for 2005-I: average value for 2004-IV and 2005-IIBase: 1999-2009: German population 14 years and older; since 2010: German speaking population 14 years and olderSource: 1999-2004: @facts SevenOne Interactive / forsa. / since 2005: AGOF Internet facts 2005-II - 2010-IV / plan.net Strategic Planning 8

virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 96 97 93 94 93 90 90 87 82 80 77 70 65 60 60 50 41 40 30 30 20 13 Men 10 Women 0 14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and olderBase: 112.450 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 9

steady increase in online use in age groups 50 yearsand older in the past two yearsOnline use (last 3 months) by age over timeFigures in %100 97 92 94 90 91 86 85 80 77 70 71 66 60 50 50 14 - 19 years 50 20 - 29 years 40 30 - 39 years 30 40 - 49 years 27 20 20 50 - 59 years 60 - 69 years 10 9 70 years and 0 older 2005-IV 2006-IV 2007-IV 2008-IV 2009-IV 2010-IVBase: 2005-IV-2009-IV: German population 14 years and older; since 2010-IV: German speaking population in Germany 14 years and olderSource: AGOF internet facts 2005-IV - 2010-IV / plan.net Strategic Planning 10

only the target groups 60 years and older remain touse the internet below averageIndex Online use (last 3 months) by age and genderIndex 100 = German speaking population in Germany 14 years and older In % Men 108 78 Women 92 66 14 - 19 years 134 97 20 - 29 years 131 94 30 - 39 years 127 91 40 - 49 years 118 85 50 - 59 years 99 71 60 - 69 years 70 50 70 years and older 28 20 0 20 40 60 80 100 120 140Base: 112.450 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 11

above average internet use amongst demographicswith higher incomes and educationIndex Online use (last 3 months) by net household income and educationIndex 100 = German speaking population 14 years and older In % Under 1.000 EUR 98 71 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 99 71 3.000 - 4.000 EUR 112 80 4.000 EUR or more 120 86None or Secondary Modern / Primary School 78 56 Secondary Schools 112 80 (Specialized) A-Levels 126 91 University Degree 122 88 60 70 80 90 100 110 120 130 140Base: 112.450 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 12

the majority of online users are male and youngerthan 50Gender and age of OnlinersFigures in m / % 2,06 5,33 4,63 4% 10% 9% 7,88 9,51 16% 19% 23,75 26,92 47% 53% 11,66 9,61 23% 19% 14-19 years 20-29 years Male 30-39 years 40-49 years 50-59 years 60-69 years Female 70 years and olderBase: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 13

two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,90 4,66 7,76 9,30 4% 9% 15% 18% 5,14 10% 15,67 31% 7,64 15% 16,17 33,11 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 14

55% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,72 7,01 8,27 2,34 9% 14,80 14% 16% 5% 29% 2,76 6% 7,42 15% 8,12 16% 14,96 29% 13,01 17,93 26% 35% Personal income Net household income Under 1.000 EUR 1.000 - 2.000 EUR 2.000 - 3.000 EUR 3.000 - 4.000 EUR 4.000 EUR or more n/a / no personal incomeBase: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 15

the internet is used predominantly at home - 20% ofonliners use the internet on the road via laptop /mobile phonePlace of use (at least occasionally)Figures in % 95 At home 94 32 At work 32 29 At friends, elsewhere 29 22 On the road 17 9 Public places 8 2010-IV 8 At school / university 8 2010-I 0 10 20 30 40 50 60 70 80 90 100Base: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 16

80% of the onliners in germany access the internetvia broadbandOnline access at home (multiple choice)Figures in % Broadband 80 DSL 69 Other broadband connection (cable, 3G) 13 Narrowband 26 ISDN 16 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 95.994 unweighted cases (=48,45 m onliners in the last 3 months at home in the German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 17

share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2010Figures in %90 79 80 80 8080 76 76 77 77 73 73 74 7370 65 65 61 61605040302010 0Base: Onliners (last 3 months) at home; 2007-2009: German population 14 years and older; since 2010: German speaking population 14 years and olderSource: AGOF internet facts 2007-I – 2010-IV / plan.net Strategic Planning 18

e-mail and search engines are the most popularonline services; onlineshopping gains in q4Information sources used online (at least occasionally)Figures in % E-Mails 89 Messenger 35 88 37 Search engines 83 Food and beverages 34 83 34 Global news 66 TV listings 29 65 31 Online shopping 68 Family and kids 28 64 27 Weather 63 Job listings 24 61 24Regional / local News 59 Celebrities 19 58 20 Online-Banking 57 Flirting, dating 18 55 20 Chats and forums 41 Fitness, wellness 17 40 19 Cinema, movies 36 Property / real estate listings 18 40 18 Product reviews 40 Blogs 16 39 2010-IV 16 2010-IV Sports news / results 37 2010-I Horoscopes 10 2010-I 38 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 19

books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 DVDs, Videos 39 59 39 Vacations 56 Digital cameras 39 57 40 Tickets 55 Computer hardware 38 55 40 Hotels 50 Womens clothing 38 50 37 Music CDs 47 Health products, medcine 36 47 36 Furniture 45 Mens clothing 36 45 35 Flight tickets 44 Sports equipment 35 45 36 Train tickets 44 Mobile plans 35 45 35 Telecommunication products 42 Toys 35 42 35 2010-IV 2010-IV Shoes 40 Computer software 34 39 2010-I 35 2010-I 0 20 40 60 80 0 20 40 60 80Base: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 20

books, tickets and cds are most frequentlypurchased goodsTop-20 purchased products onlineFigures in % Books 42 DVDs, Videos 21 41 20 Tickets 34 Computer hardware 20 34 20 Music CDs 26 Train tickets 20 26 20 Hotels 25 Health products, medicine 17 26 17 Womens clothing 25 Compute software 16 24 16 Flight tickets 24 Furniture 16 24 16 Vacations 24 Sports equipment 16 24 15 Toys 22 Telecommunication products 14 22 14 Mens clothing 22 Computer- and Videogames 13 22 13 2010-IV 2010-IV Shoes 21 Music / Movie downloads 13 20 2010-I 12 2010-I 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.172 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2010-IV / plan.net Strategic Planning 21

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AGOF internet facts 2010-IV english version

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