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AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
AGOF internet facts 2011-03 english version
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AGOF internet facts 2011-03 english version

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Summary of the main results of the German online study "internet facts" 2011-03

Summary of the main results of the German online study "internet facts" 2011-03

Published in: Technology, News & Politics
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  • 1. agof internet facts 2011-03plan.net group for digital communication30.06.2011 1
  • 2. profile agof internet facts 2011-03 Universe: 70,51 m (German speaking population in Germany 14 years and older) Sample: 112.450 unweighted cases (101.105 onliners) Time frame: March 2011 Reported websites: 743 Reported placement units: 3.792 Reported product categories: 59
  • 3. website-ranking march 2011: net reach Ø monthnews websites gain net reach 2011 2011 Net reach Unique User Difference in Difference in Ø Website Contacts in m 02 03 in % in m UU to 2011-02 UU to 2010-03 contacts 1 1 T-Online 51,8 26,23 +0,65 -0,77 3.971 151 2 2 eBay.de 47,5 24,08 +0,49 - 5.080 211 3 3 WEB.DE 34,1 17,27 +0,37 -0,10 2.832 164 4 4 gutefrage.net 30,9 15,64 +0,33 +2,87 77 5 5 5 Yahoo! Deutschland 28,0 14,18 +0,37 -1,09 1.033 73 6 6 GMX 26,4 13,38 +0,35 +0,55 2.208 165 7 7 BILD.de 26,3 13,34 +0,65 +2,10 2.059 154 8 8 MSN 24,3 12,34 -0,17 -1,32 631 51 9 9 CHIP Online 23,8 12,05 +0,14 +0,25 287 24 11 10 SPIEGEL ONLINE 23,3 11,78 +1,57 +2,38 928 79 10 11 VZ Netzwerke 20,4 10,35 -0,45 -2,36 4.177 404 13 12 N24.de 20,3 10,30 +0,76 +1,49 72 7 12 13 Windows Live 19,8 10,04 -0,17 -1,55 515 51 14 14 RTL.de 19,1 9,66 +0,77 -0,05 316 33 18 15 FOCUS Online 17,9 9,05 +1,23 +1,56 186 21 16 16 ProSieben.de 16,5 8,34 +0,22 -0,71 253 30 22 17 Welt.de 16,4 8,31 +1,14 +2,15 214 26 15 18 MyVideo 16,3 8,23 -0,01 -0,56 147 18 17 19 meinestadt.de 16,0 8,10 +0,26 +1,15 205 25 19 20 DasÖrtliche 15,8 8,00 +0,30 +0,49 62 8Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: March 2011Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 3
  • 4. net reach gains across the board in the top-10Top-10 platforms by net reach over timeFigures in m Unique User / month302826 26,2324 24,0822 T-Online20 eBay.de18 WEB.DE 17,27 gutefrage.net16 15,64 Yahoo! 14,1814 13,38 GMX 13,34 12,34 BILD.de12 12,05 MSN 11,7810 10-01 10-02 10-03 10-04 10-05 10-06 10-07 10-08 10-09 10-10 10-11 10-12 11-01 11-02 11-03Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: March 2011Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 4
  • 5. news webistes benefit greatly from covering theearthquake in japan and the fukushima disasterTop-5 news platforms by net reach over timeFigures in m Unique User / month1614 13,3412 11,7810 9,05 8 8,31 6,47 6 4 2 0 10-01 10-02 10-03 10-04 10-05 10-06 10-07 10-08 10-09 10-10 10-11 10-12 11-01 11-02 11-03Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: March 2011Source: AGOF internet facts 2011-01 / Plan.Net Strategic Planning 5
  • 6. publisher ranking march 2011axel springer benefits from net reach gainson bild.de and welt online 2011 2011 Net reach Unique User Difference in Contacts Ø Publisher 02 03 in % In m UU to 2011-02 in m contacts 1 1 InteractiveMedia 60,9 30,88 +0,81 4.635 150 2 2 Tomorrow Focus 59,9 30,36 +0,65 1.736 57 3 3 IP Deutschland 52,8 26,77 +0,78 4.113 154 4 4 SevenOne Media 51,8 26,27 +0,33 1.109 42 5 5 United Internet Media 51,0 25,83 +0,47 5.195 201 6 6 eBay Advertising Group 50,6 25,66 +0,58 6.195 242 7 7 Axel Springer 49,8 25,24 +2,63 2.719 108 9 8 Stroeer Interactive 44,6 22,61 +0,63 1.301 58 8 9 Yahoo! Deutschland 44,3 22,44 +0,20 1.800 80 10 10 OMS 40,5 20,50 +1,00 1.118 55 11 11 G+J EMS 38,9 19,70 +0,65 1.119 57 14 12 iq digital 37,4 18,96 +1,74 4.464 235 12 13 Microsoft Advertising 37,4 18,95 -0,09 1.168 62 13 14 ad pepper media 36,7 18,58 +0,26 265 14 15 15 freeXmedia 33,0 16,74 +0,09 1.646 98 16 16 Unister Media 31,1 15,74 -0,64 164 10 18 17 SPIEGEL QC 30,1 15,27 +1,05 1.153 76 17 18 Hi-media Deutschland 29,6 14,99 -0,05 481 32 19 19 Glam Media 22,4 11,34 +0,48 128 11 20 20 QUARTER MEDIA 14,9 7,53 -0,13 70 9Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: March 2011Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 6
  • 7. 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 2011-03 / Plan.Net Strategic Planning 7
  • 8. internet penetration in germany is at 73%Onliners (last 12 months)Figures in %80 73 7370 68 65 6260 57 58 55 50 5250 404030 2620 1510 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Base: 1999-2009: German population 14 years and older; since 2010: German speaking population 14 years and older1999-2000: Average values for each quarter per year; since 2011: average values for each month per yearSource: 1999-2004: @facts SevenOne Interactive / forsa. / since 2005: AGOF Internet facts 2005-II – 2011-03 / Plan.Net Strategic Planning 8
  • 9. 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: 112.517 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 9
  • 10. 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 2006-I 2007-I 2008-I 2009-I 2010-I 2011-03Base: 2006-I-2009-I: German population 14 years and older; since 2010-I: German speaking population in Germany 14 years and olderSource: AGOF internet facts 2005-IV – 2011-03 / Plan.Net Strategic Planning 10
  • 11. 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 2011-03 / Plan.Net Strategic Planning 11
  • 12. 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 95 69 1.000 - 2.000 EUR 91 65 2.000 - 3.000 EUR 99 72 3.000 - 4.000 EUR 112 81 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 2011-03 / Plan.Net Strategic Planning 12
  • 13. 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: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 13
  • 14. two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,90 4,65 7,75 9,30 4% 9% 15% 18% 5,14 10% 15,67 31% 7,63 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: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 14
  • 15. 55% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,79 7,04 7,92 2,45 9% 14,56 14% 16% 5% 29% 2,54 5% 7,75 15% 8,22 16% 15,21 30% 12,76 18,11 25% 36% 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: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 15
  • 16. the internet is used predominantly at home –23% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 95 At home 94 32 At work 32 28 At friends / relatives, elsewhere 29 23 On the road 17 9 In public places 8 2011-03 8 At school, university 8 2010-03 0 10 20 30 40 50 60 70 80 90 100Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 16
  • 17. 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) 14 Narrowband 26 ISDN 16 Analog modem 12 0 10 20 30 40 50 60 70 80 90Base: 95.875 unweighted cases (=47,92 m onliners in the last 3 months at home in the German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 17
  • 18. share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %90 79 80 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 – 2011-03 / Plan.Net Strategic Planning 18
  • 19. e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 89 Food and Beverages 35 88 34 Search Engines 84 Messenger 34 83 37 Global News 69 TV Listings 31 65 31 Online Shopping 68 Family and Kids 28 64 27 Weather 62 Job Portals 24 61 24 Regional, local news 61 Stars and Celebrities 20 58 20 Online-Banking 57 Real Estate Listings 19 55 18 Chats, Forums 41 Fitness and Wellness 18 40 19 Product Reviews 40 Flirting, Dating 17 39 20 Sports Results, News 39 Blogs 16 38 2011-03 16 2011-03 Cinema 37 2010-03 Horoscopes 9 2010-03 40 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 19
  • 20. books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 Movies, Videos 40 59 40 Vacations 56 Digital Cameras 39 57 41 Tickets 55 Computer-Hardware 38 55 40 Hotels 50 Womens Clothing 38 50 37 Musik-CDs 47 Mens Clothing 36 47 35 Furniture 45 Health Products, Medicine 36 45 36 Airline Tickets 44 Sports Equipment 35 45 36 Train Tickets 44 Mobile Plans 35 45 36 Telecommunication Products 42 Toys 35 42 35 2011-03 2011-03 Shoes 40 Used Cars 34 39 2010-03 35 2010-03 0 20 40 60 80 0 20 40 60 80Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 20
  • 21. books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 42 Movies 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 17Womens Clothing 25 Computer Software 16 24 16 Vacations 24 Furniture 16 24 16 Airline Tickets 24 Sports Equipment 16 24 16 Toys 22 Telecommunication Products 15 22 14 Mens Clothing 22 Music, Movie Downloads 13 22 13 2011-03 2011-03 Shoes 21 Computer- and Videogames 13 20 2010-03 13 2010-03 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-03 / Plan.Net Strategic Planning 21
  • 22. contact plan.net group for digital communication gmbh & co.kg House of Communication 80250 Munich, Germany Tel: +49 (0)89 2050 20 E-Mail: info@plan-net-group.com Web: www.plan-net-group.com Facebook: facebook.com/plannet Twitter: @plannet

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