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AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
AGOF internet facts 2011-04 english version
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AGOF internet facts 2011-04 english version

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Summary of the main results of the German online study "internet facts" 2011-04

Summary of the main results of the German online study "internet facts" 2011-04

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  • 1. agof internet facts 2011-04plan.net group for digital communication28.07.2011 2
  • 2. profile agof internet facts 2011-04 Universe: 70,33 m (German speaking population in Germany 14 years and older) Sample: 112.443 unweighted cases (101.207 onliners) Time frame: April 2011 Reported websites: 739 Reported placement units: 3.861 Reported product categories: 59
  • 3. website-ranking april 2011: net reach Ø monthnews websites can‘t keep the post-fukushima traffic 2011 2011 Net reach Unique User Difference in Difference in Ø Website Contacts in m 03 04 in % in m UU to 2011-03 UU to 2010-04 contacts 1 1 T-Online 50,0 25,08 -1,15 -1,30 3.536 141 2 2 eBay.de 45,9 23,04 -1,04 +0,41 4.323 188 3 3 WEB.DE 33,5 16,80 -0,47 -0,73 2.473 147 4 4 gutefrage.net 29,3 14,69 -0,95 +2,46 68 5 5 5 Yahoo! 27,2 13,66 -0,52 -1,37 930 68 6 6 GMX 26,2 13,15 -0,23 +0,07 1.960 149 7 7 BILD.de 24,6 12,32 -1,02 +0,87 1.740 141 8 8 MSN 23,4 11,74 -0,60 -1,95 453 39 9 9 CHIP Online 23,0 11,54 -0,51 +0,65 270 23 14 10 RTL.de 20,8 10,45 0,79 +0,35 298 29 11 11 VZ Netzwerke 19,6 9,81 -0,54 -3,99 3.274 334 13 12 Windows Live 19,2 9,63 -0,41 -2,05 570 59 10 13 SPIEGEL ONLINE 19,0 9,54 -2,24 +0,08 650 68 22 14 wetter.com 18,7 9,36 +1,82 +1,16 146 16 12 15 N24.de 18,1 9,09 -1,21 +0,75 49 5 18 16 MyVideo 16,0 8,04 -0,19 -0,76 133 17 21 17 mobile.de 15,2 7,63 -0,27 +0,10 966 127 16 18 ProSieben.de 15,2 7,60 -0,74 -0,95 214 28 15 19 FOCUS Online 14,9 7,49 -1,56 +0,48 134 18 20 20 DasÖrtliche 14,8 7,40 -0,60 +0,36 54 7Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: April 2011Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 4
  • 4. shorter month has effect on the overall net reach ofthe top-10 sites. rtl.de back on #10Top-10 platforms by net reach over timeFigures in m Unique User / month302826 25,0824 23,0422 T-Online20 eBay.de18 WEB.DE gutefrage.net 16,8016 Yahoo! 14,69 GMX14 13,66 BILD.de 13,15 MSN 12,3212 11,74 CHIP Online 11,54 10,45 RTL.de10 10-0110-0210-0310-0410-0510-0610-0710-0810-0910-10 10-11 10-12 11-01 11-02 11-03 11-04Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: April 2011Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 5
  • 5. news sites gain no long-term net reach from thejapan-reportingTop-5 news platforms by net reach over timeFigures in m Unique User / month161412 12,3210 9,54 8 7,49 6,73 6 5,00 4 2 0 10-0110-0210-0310-0410-0510-0610-0710-0810-0910-10 10-11 10-12 11-01 11-02 11-03 11-04Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: April 2011Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 6
  • 6. publisher ranking april 2011all publishers lose net reach due to the shorter month 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 59,9 30,02 -0,86 4.227 141 2 2 Tomorrow Focus 58,5 29,32 -1,04 1.514 52 3 3 IP Deutschland 52,2 26,19 -0,58 3.514 134 4 4 SevenOne Media 51,4 25,78 -0,49 1.008 39 5 5 United Internet Media 50,4 25,27 -0,56 4.575 181 6 6 eBay Advertising 49,1 24,64 -1,02 5.289 215 7 7 Axel Springer 46,4 23,25 -1,99 2.289 99 8 8 Ströer Interactive 44,6 22,34 -0,27 1.098 49 9 9 Yahoo! 43,3 21,70 -0,74 1.581 73 10 10 OMS 37,6 18,85 -1,65 910 48 11 11 G+J EMS 36,9 18,49 -1,21 985 53 13 12 Microsoft Advertising 35,3 17,69 -1,26 1.040 59 14 13 ad pepper media 35,2 17,67 -0,91 230 13 12 14 iq digital 34,3 17,22 -1,74 3.495 203 15 15 freeXmedia 31,2 15,65 -1,09 1.433 92 16 16 Unister Media 28,8 14,43 -1,31 135 9 17 17 SPIEGEL QC 26,2 13,14 -2,13 856 65 18 18 Hi-media Deutschland 22,5 11,29 -3,70 397 35 19 19 Glam Media 21,3 10,70 -0,64 115 11 20 20 QuarteR Media 13,4 6,73 -0,80 62 9Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: April 2011Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 7
  • 7. over 51 million onliners in germany 70,33 m German speaking population 14 years and older 51,23 m (73%) use the internet 50,15 Mio. (71%) have used the internet in the last 3 monthsBase: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 8
  • 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 – 2011-04 / plan.net Strategic Planning 9
  • 9. virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 97 98 93 95 94 91 90 87 84 80 76 70 66 58 60 50 42 40 31 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 10
  • 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 92 86 86 80 77 70 71 66 60 14 - 19 years 50 50 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 Q1 2011-04Base: 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 – 2011-04 / plan.net Strategic Planning 11
  • 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 107 77 Women 93 66 14 - 19 years 136 97 20 - 29 years 132 94 30 - 39 years 129 92 40 - 49 years 120 86 50 - 59 years 100 71 60 - 69 years 70 50 70 years and older 28 20 0 20 40 60 80 100 120 140Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 12
  • 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 in Germany 14 years and older In % Under 1.000 EUR 94 67 1.000 - 2.000 EUR 91 65 2.000 - 3.000 EUR 100 72 3.000 - 4.000 EUR 112 80 4.000 EUR or more 120 85None or Secondary Modern / Primary School 78 55 Secondary Schools 111 79 (Specialized) A-Levels 126 90 University Degree 122 87 60 70 80 90 100 110 120 130 140Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 13
  • 13. the majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,25 5,08 4,58 5% 10% 9% 9,38 8,03 19% 23,70 26,45 16% 47% 53% 9,20 11,63 18% 23% 14-19 years 20-29 years Male 30-39 years 40-49 years 50-59 years 60-69 years Female 70 years and olderBase: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 14
  • 14. two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,92 4,57 7,56 9,42 4% 9% 15% 19% 5,15 10% 15,13 30% 7,71 15% 15,96 32,87 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 15
  • 15. 55% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,41 7,00 7,68 2,28 9% 14,29 14% 15% 5% 2,59 28% 5% 7,66 15% 8,37 17% 14,88 30% 12,93 18,21 26% 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: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 16
  • 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 30 23 On the road 19 8 In public places 9 2011-04 8 At school, university 8 2010-04 0 10 20 30 40 50 60 70 80 90 100Base: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 17
  • 17. 80% of the onliners in germany access the internetvia broadbandOnline access at home (multiple choice)Figures in % Broadband 80 DSL 66 Cable 9 Other broadband connection (Fibre, 3G) 7 Narrowband 26 ISDN 16 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 96.019 unweighted cases (=47,50 m onliners in the last 3 months at home in the German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 18
  • 18. share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %90 79 80 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 – 2011-04 / plan.net Strategic Planning 19
  • 19. e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 88 Food and Beverages 35 88 32 Search Engines 84 Messenger 33 82 37 Global News 71 TV Listings 30 66 30 Online Shopping 67 Family and Kids 27 65 27 Regional, local news 62 Job Portals 23 58 25 Weather 62 Stars and Celebrities 19 63 19 Online-Banking 56 Real Estate Listings 19 56 18 Product Reviews 41 Fitness and Wellness 18 38 18 Chats, Forums 40 Flirting, Dating 17 40 18 Sports Results, News 39 Blogs 16 39 2011-04 16 2011-04 Cinema 37 2010-04 Horoscopes 9 2010-04 38 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 20
  • 20. books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 Movies, Videos 39 58,6 39 Vacations 56 Womens Clothing 38 56,4 37 Tickets 55 Computer-Hardware 37 55 39 Hotels 50 Digital Cameras 37 49,7 40 Airline Tickets 44 Mens Clothing 36 44,8 35 CDs 44 Health Products, Medicine 35 47,1 36 Furniture 44 Toys 35 45 35 Train Tickets 43 Sports Equipment 35 45,3 35 Shoes 42 Used Cars 34 38,7 35 2011-04 2011-04 Telecommunication Products 41 Mobile Plans 34 41,8 2010-04 35 2010-04 0 20 40 60 80 0 20 40 60 80Base: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 21
  • 21. books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 42 Movies 21 41 20 Tickets 34 Train Tickets 20 34 19 Hotels 26 Computer Hardware 20 25 20 CDs 26 Health Products, Medicine 17 25 17Womens Clothing 26 Computer Software 16 24 16 Vacations 24 Furniture 16 24 16 Airline Tickets 24 Sports Equipment 16 24 16 Shoes 23 Telecommunication Products 15 20 14 Toys 23 Music, Movie Downloads 14 22 12 2011-04 2011-04 Mens Clothing 23 Computer- and Videogames 13 21 2010-04 13 2010-04 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.207 unweighted cases (=50,15 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-04 / plan.net Strategic Planning 22
  • 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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