AGOF internet facts 2011-10 english version
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AGOF internet facts 2011-10 english version

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Summary of the main results of the German online study "internet facts" 2011-10

Summary of the main results of the German online study "internet facts" 2011-10

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AGOF internet facts 2011-10 english version AGOF internet facts 2011-10 english version Presentation Transcript

  • agof internet facts 2011-10plan.net group for digital communication19.01.2012 2
  • Website-ranking September: net reach Ø monthComputerBild and Bild gain net reach2011- 2011- Net Reach unique user Difference in UU Difference in UU contacts Ø Website 09 10 in % in m. To 2011-09 to 2010-10 in m. contacts 1 1 T-Online 49,1 24,64 -1,06 +0,58 3.806 155 2 2 eBay.de 45,5 22,82 +0,17 +0,07 4.726 207 3 3 WEB.DE 32,6 16,36 +0,27 -0,03 2.558 156 9 4 computerbild.de 30,6 15,34 +4,14 +8,31 236 15 4 5 Yahoo! Deutschland 28,0 14,04 +0,25 -0,33 852 61 5 6 gutefrage.net 27,5 13,81 +0,31 +0,11 68 5 7 7 CHIP Online 25,6 12,83 +1,01 +0,89 330 26 6 8 GMX 25,5 12,79 +0,22 +0,17 2.035 159 8 9 BILD.de 23,8 11,92 +0,68 +0,58 1.959 164 12 10 SPIEGEL ONLINE 20,1 10,09 +0,56 +0,87 628 62 10 11 MSN 20,0 10,01 -0,13 -3,34 404 40 17 12 chefkoch.de 17,2 8,63 +0,67 +1,30 170 20 13 13 RTL.de 17,2 8,62 -0,90 +0,62 216 25 14 14 DasTelefonbuch.de 17,2 8,60 +0,10 +1,81 62 7 15 15 FOCUS Online 16,8 8,44 +0,15 +1,48 165 20 11 16 wetter.com 16,6 8,35 -1,65 +1,40 125 15 16 17 Windows Live 16,0 8,03 -0,10 -2,49 518 65 21 18 Entertainweb 15,9 7,98 +0,67 +2,99 61 8 18 19 meinestadt.de 15,5 7,77 -0,06 +0,66 174 22 19 20 DasÖrtliche 15,5 7,76 +0,05 +0,48 59 8 Top-3 Gains/Losses in net reachBase: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 3
  • ComputerBild.de joins the Top-5Top-10 platforms by net reach over timeFigures in m Unique User / month302826 T-Online 24,624 22,8 eBay.de22 WEB.DE20 computerbild.de18 16,4 Yahoo!16 15,3 Deutschland 14,014 13,8 gutefrage.net 12,8 12,812 11,9 CHIP Online10 10,1 GMX 8 BILD.de 6Base: 101.235 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: October2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 4
  • ComputerBild and Chip Online have the highest netreach of all computer-sites in GermanyTop-computer platforms by net reach over timeFigures in m Unique User / month171615 15,31413 12,812 computerbild.de1110 CHIP Online 9 8 heise online 7 6 Netzwelt.de 5 pcwelt.de 4 4,0 3,6 3 3,0 2,6 computerbase.de 2 1,9 1 Golem.de 0Base: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 5
  • Publisher ranking September 2011AxelSpinger is back in Top-5 due to ComputerBild andBild.de gains 2011 2011 Net reach Unique User Difference in UU Contacts Ø Publisher 09 10 in % in m to 2011-09 in m contacts 1 1 InteractiveMedia 59,5 29,8 -0,37 4.520 152 2 2 TOMORROW FOCUS 57,8 29,0 -0,16 1.486 51 3 3 United Internet Media 54,3 27,2 +0,29 4.879 179 4 4 IP Deutschland 52,1 26,1 +0,03 2.585 99 7 5 Axel Springer Media Impact 51,7 25,9 +2,25 2.609 101 5 6 eBay Advertising Group 48,6 24,4 +0,15 5.782 237 6 7 SevenOne Media 47,1 23,6 -0,40 767 33 9 8 Ströer Interactive 43,7 21,9 +0,06 948 43 8 9 Yahoo! Deutschland 40,9 20,5 -1,35 1.315 64 11 10 G+J Electronic Media 39,8 19,9 +1,04 1.047 53 10 11 OMS 38,9 19,5 -0,46 927 48 15 12 iq digital 37,0 18,6 +2,87 1.496 81 12 13 ad pepper media 36,4 18,3 -0,30 200 11 14 14 freeXmedia 32,7 16,4 +0,57 1.368 84 13 15 Microsoft Advertising 31,9 16,0 +0,08 940 59 16 16 SPIEGEL QC 27,9 14,0 +0,44 849 61 17 17 Hi-media Deutschland 25,6 12,8 +0,04 532 42 18 18 Unister Media 19,7 9,9 -0,08 126 13 19 19 Glam Media 19,5 9,8 +0,45 102 11 20 20 QUARTER MEDIA 14,6 7,3 +0,26 64 9 Top-3 Gains/Losses in net reachBase: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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 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);reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 9
  • Steady increase in online use in age groups 50years and 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 12
  • The majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,20 5,11 4,53 4% 10% 9% 9,45 7,97 19% 26,51 16% 23,64 47% 53% 9,25 11,63 19% 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: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 13
  • Almost two thirds of the online users are employedand have at minimum completed continuededucationEducation and occupation of onlinersFigures in m / % 1,92 4,80 7,60 9,45 4% 9% 15% 19% 4,83 10% 15,06 30% 7,75 15% 15,97 32,91 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 14
  • 56% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,36 7,34 7,55 2,43 9% 14,39 15% 15% 5% 29% 2,74 5% 8,18 16% 8,20 16% 14,29 29% 12,78 18,03 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: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 15
  • The internet is used predominantly at home –25% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 94 At home 95 32 At work 32 7 At school, university 8 9 On the road 9 25 In public places 22 2011-10 25 At friends / relatives, elsewhere 29 2010-10 0 10 20 30 40 50 60 70 80 90 100Base: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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 89 34 Search Engines 83 TV Listings 33 83 29 Global News 71 Messenger 31 66 35 Weather 69 Family and Kids 27 63 29 Online Shopping 65 Job Portals 22 68 24 Regional, local news 62 Stars and Celebrities 21 59 19 Online-Banking 56 Fitness and Wellness 19 57 17 Product Reviews 41 Real Estate Listings 18 40 18 Chat, Forums 39 Blogs 17 41 17 Sports Results, News 40 Flirting, Dating 16 37 2011-10 18 2011-10 Cinema 37 2010-10 Horoscopes 10 2010-10 36 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 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 40 Vacations 56 Women Clothing 38 56 38 Tickets 55 Digital Cameras 38 55 39 Hotels 50 Computer-Hardware 38 50 38 CDs 45 Men Clothing 37 47 36 Airline Tickets 45 Health Products, Medicine 36 44 36 Furniture 44 Toys 35 45 35 Train Ticktets 43 Sports Equipment 35 44 35 Shoes 43 Used Cars 34 41 34 2011-10 2011-10 Telecommunication Products 41 2010-10 Mobile Plans 34 2010-10 42 35 0 20 40 60 80 0 20 40 60 80Base: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 20
  • Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 42 Movies, DVDs 22 42 21 Tickets 35 Train Tickets 20 34 20 Hotels 26 Computer Hardware 20 25 20 CDs 26 Health Products, Medicine 18 26 17Womens Clothing 26 Furniture 17 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 2011-10 2011-10 Mens Clothing 23 Computer- and Videogames 13 22 2010-10 13 2010-10 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.235 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: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence 21
  • Profile AGOF internet facts 2011-10 Universe: 70,33 m (German speaking population in Germany 14 years and older) Sample: 112.443 unweighted cases (101.235 onliners) Time frame: October 2011 Reported websites: 745 Reported placement units: 3.883 Reported product categories: 59
  • 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