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agof internet facts 2011-09plan.net group for digital communication15.12.2011                                           2
website-ranking september: net reach Ø monthslight losses in net reach because of shorther month2011-     2011-           ...
computerbild.de consilidates its position amongsttop-10 sitesTop-10 platforms by net reach over timeFigures in m Unique Us...
bild.de sports has the highest net reach of all sport-sites in germanyTop-sport platforms by net reach over timeFigures in...
publisher ranking september 2011eBay.de back in top-5 2011       2011                                       Net reach     ...
over 51 million onliners in germany                          70,33 m German                        speaking population    ...
internet penetration in germany is at 73%Onliners (last 12 months)Figures in %80                                          ...
virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100        ...
steady increase in online use in age groups 50 yearsand older in the past two yearsOnline use (last 3 months) by age over ...
only the target groups 60 years and older remain touse the internet below averageIndex Online use (last 3 months) by age a...
above average internet use amongst demographicswith higher incomes and educationIndex Online use (last 3 months) by net ho...
the majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / %                        ...
almost two thirds of the online users are employedand have at minimum completed continuededucationEducation and occupation...
56% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigur...
the internet is used predominantly at home –24% of onliners use the internet on the road vialaptop / mobile phonePlace of ...
80% of the onliners in germany access the internetvia broadbandOnline access at home (multiple choice)Figures in %        ...
share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %...
e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures i...
books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in %    ...
books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in %              Books       ...
profile AGOF internet facts 2011-09 Universe:                      70,33 m (German speaking population in Germany        ...
contact      plan.net group      for digital communication gmbh & co.kg      House of Communication      80250 Munich, Ger...
AGOF internet facts 2011-09 english version
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AGOF internet facts 2011-09 english version

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Summary of the main results of the German online study "internet facts" 2011-09

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Transcript of "AGOF internet facts 2011-09 english version"

  1. 1. agof internet facts 2011-09plan.net group for digital communication15.12.2011 2
  2. 2. website-ranking september: net reach Ø monthslight losses in net reach because of shorther month2011- 2011- Net Reach unique user Difference in UU Difference in UU contacts Ø Website 08 09 in % in m. To 2011-08 to 2010-09 in m. contacts 1 1 T-Online 51,2 25,70 -0,61 +0,03 3.687 144 2 2 eBay.de 45,2 22,65 -0,41 -0,75 4.216 186 3 3 WEB.DE 32,1 16,09 -0,46 -1,33 2.468 153 5 4 Yahoo! Deutschland 27,5 13,79 -0,22 -1,22 894 65 4 5 gutefrage.net 26,9 13,50 -0,53 -0,02 64 5 7 6 GMX 25,1 12,57 -0,32 -0,31 2.056 164 8 7 CHIP Online 23,6 11,82 -0,74 +0,56 280 24 9 8 BILD.de 22,4 11,24 -0,50 -0,24 1.827 163 10 9 computerbild.de 22,3 11,20 -0,38 +4,25 202 18 12 10 MSN 20,2 10,14 -0,71 -3,19 404 40 6 11 wetter.com 20,0 10,00 -3,22 +1,25 158 16 13 12 SPIEGEL ONLINE 19,0 9,53 -0,36 +0,27 620 65 11 13 RTL.de 19,0 9,52 -1,75 +0,21 230 24 14 14 DasTelefonbuch.de 16,9 8,50 -0,20 +1,18 62 7 18 15 FOCUS Online 16,5 8,29 +0,19 +1,52 154 19 15 16 Windows Live 16,2 8,13 -0,32 -3,04 562 69 17 17 chefkoch.de 15,9 7,96 -0,22 +0,94 150 19 16 18 meinestadt.de 15,6 7,83 -0,59 +0,60 166 21 19 19 DasÖrtliche 15,4 7,71 -0,28 +0,32 58 8 22 20 mobile.de 15,2 7,63 -0,01 +0,00 1.006 132 Top-3 Gains/Losses in net reachBase: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 3
  3. 3. computerbild.de consilidates its position amongsttop-10 sitesTop-10 platforms by net reach over timeFigures in m Unique User / month302826 25,7 T-Online24 eBay.de 22,722 WEB.DE20 Yahoo!18 Deutschland gutefrage.net16 16,1 GMX14 13,8 13,5 12,6 CHIP Online12 11,8 11,2 11,2 BILD.de10 10,1 computerbild.de 8 6 MSNBase: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 4
  4. 4. bild.de sports has the highest net reach of all sport-sites in germanyTop-sport platforms by net reach over timeFigures in m Unique User / month 7 6 5 BILD.de Sport 4,6 netzathleten 4,3 4 3,8 T-Online Sport 3,2 Sport1.de 3 2,9 2,8 Kicker 2,2 fussball.de 2 1,9 1,9 SPIEGEL ONLINE Sport 1 Yahoo! Sport bundesliga.de 0Base: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 5
  5. 5. publisher ranking september 2011eBay.de back in top-5 2011 2011 Net reach Unique User Difference in UU Contacts Ø Publisher 08 09 in % in m to 2011-08 in m contacts 1 1 InteractiveMedia 60,2 30,2 -0,66 4.316 143 2 2 Tomorrow Focus Media 58,1 29,1 -0,88 1.478 51 3 3 United Internet Media 53,7 26,9 -0,40 4.812 179 4 4 IP Deutschland 52,1 26,1 -0,59 2.622 100 6 5 eBay Advertising Group 48,3 24,2 -0,36 5.222 216 5 6 SevenOne Media 47,9 24,0 -2,01 818 34 7 7 Axel Springer Media Impact 47,2 23,7 -0,05 2.422 102 9 8 Yahoo! Deutschland 43,6 21,9 -0,37 1.532 70 8 9 Ströer Interactive 43,6 21,8 -0,94 891 41 10 10 OMS 39,8 20,0 -0,14 1.003 50 11 11 G+J Electronic Media Sales 37,7 18,9 -0,69 973 52 12 12 ad pepper media 37,0 18,6 -0,51 232 13 14 13 Microsoft Advertising 31,7 15,9 -0,81 982 62 15 14 freeXmedia 31,6 15,8 -0,83 1.295 82 13 15 iq digital 31,3 15,7 -1,20 1.469 94 16 16 Spiegel QC 27,1 13,6 -0,35 857 63 17 17 Hi-media Deutschland 25,5 12,8 -0,32 487 38 18 18 Unister Media 19,8 10,0 -1,57 139 14 19 19 Glam Media 18,6 9,3 -0,66 96 10 20 20 Quarter Media 14,1 7,1 -0,64 60 9 Top-3 Gains/Losses in net reachBase: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 6
  6. 6. 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);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 7
  7. 7. 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 8
  8. 8. 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 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 9
  9. 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 92 86 86 80 77 70 71 66 60 50 14 - 19 years 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 2007 2008 2009 2010 2011Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 10
  10. 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 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);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 11
  11. 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 in Germany 14 years and older In % Under 1.000 EUR 94 67 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 100 71 3.000 - 4.000 EUR 113 81 4.000 EUR or more 121 86None 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);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 12
  12. 12. the majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,24 5,08 4,57 5% 10% 9% 9,38 8,02 19% 23,69 26,45 16% 47% 53% 9,21 11,64 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 online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: Septem,ber 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 13
  13. 13. almost two thirds of the online users are employedand have at minimum completed continuededucationEducation and occupation of onlinersFigures in m / % 1,92 4,86 7,56 9,43 4% 10% 15% 19% 4,85 10% 15,12 30% 7,71 15% 15,96 32,89 32% 65% 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 online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 14
  14. 14. 56% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,68 7,40 7,52 2,42 9% 14,22 15% 15% 5% 28% 2,53 5% 8,13 16% 8,33 17% 14,34 29% 12,75 17,97 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: 101.207 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 15
  15. 15. the internet is used predominantly at home –24% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 93 At home 94 31 At work 31 6 At school, university 7 9 On the road 9 24 In public places 20 2011-09 24 At friends / relatives, elsewhere 29 2010-09 0 10 20 30 40 50 60 70 80 90 100Base: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 16
  16. 16. 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 (cable, 3G) 7 Narrowband 25 ISDN 16 Analog modem 11 0 10 20 30 40 50 60 70 80 90*Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 17
  17. 17. share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %90 79 80 80 80 80 80 8080 76 76 77 77 73 73 74 7370 65 65 61 61605040302010 0*Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 18
  18. 18. e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 86 Food and Beverages 36 88 32 Search Engines 82 TV Listings 33 82 28 Global News 70 Messenger 31 65 35 Weather 69 Family and Kids 27 66 27 Online Shopping 66 Job Portals 23 65 25 Regional, local news 61 Stars and Celebrities 21 58 19 Online-Banking 57 Fitness and Wellness 19 56 18 Product Reviews 40 Real Estate Listings 18 39 19 Chat, Forums 40 Blogs 17 39 15 Sports Results, News 39 Flirting, Dating 16 38 2011-09 18 2011-09 Cinema 37 2010-09 Horoscopes 10 2010-09 36 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 19
  19. 19. books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 Movies, Videos, DVDs 39 59 39 Vacations 56 Women Clothing 38 56 38 Tickets 54 Digital Cameras 38 55 39 Hotels 50 Computer-Hardware 37 50 38 CDs 45 Men Clothing 36 46 36 Airline Tickets 44 Health Products, Medicine 35 44 36 Furniture 44 Toys 35 45 35 Train Ticktets 43 Sports Equipment 35 44 35 Shoes 42 Used Cars 34 40 34 2011-09 2011-09 Telecommunication Products 41 2010-09 Mobile Plans 34 2010-09 42 35 0 20 40 60 80 0 20 40 60 80Base: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 20
  20. 20. books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 42 Movies, DVDs 21 42 21 Tickets 34 Train Tickets 20 34 19 Hotels 26 Computer Hardware 20 25 19 CDs 26 Health Products, Medicine 18 25 17Womens Clothing 26 Furniture 16 25 16 Vacations 25 Sports Equipment 16 24 16 Airline Tickets 25 Computer Software 16 24 16 Shoes 23 Telecommunication Products 15 21 14 Toys 23 Music, Movie Downloads 14 22 13 2011-09 2011-09 Mens Clothing 23 Computer- and Videogames 13 22 2010-09 13 2010-09 0 10 20 30 40 50 0 10 20 30 40 50Base: 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: September 2011 / Source: AGOF internet facts 2011-09 / plan.net media intelligence 21
  21. 21. profile AGOF internet facts 2011-09 Universe: 70,33 m (German speaking population in Germany 14 years and older) Sample: 112.443 unweighted cases (101.207 onliners) Time frame: September 2011 Reported websites: 745 Reported placement units: 3.883 Reported product categories: 59
  22. 22. contact plan.net group for digital communication gmbh & co.kg House of Communication 80250 Munich, Germany Tel: +49 (0)89 2050 30 E-Mail: info@plan-net-group.com Web: www.plan-net-group.com Facebook: facebook.com/plannet Twitter: @plannet
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