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AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
AGOF internet facts 2011-12 english version
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AGOF internet facts 2011-12 english version

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Summary of the main results of the German online study "internet facts" 2011-12

Summary of the main results of the German online study "internet facts" 2011-12

Published in: Business, Technology, Travel
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  • 1. agof internet facts 2011-12plan.net group for digital communication22.03.2012 2
  • 2. Website-ranking December: net reach Ø monthChefkoch.de gained net reach during christmasperiod, wetter.com back in top202011- 2011- Net Reach unique user Difference in UU Difference in UU contacts Ø Website 11 12 in % in m. To 2011-11 to 2010-12 in m. contacts 1 1 T-Online 48,8 24,59 -0,26 -0,12 3.698 150 2 2 eBay.de 48,2 24,26 +0,55 -0,04 4.642 191 3 3 WEB.DE 33,1 16,69 +0,42 -0,64 2.785 167 5 4 gutefrage.net 28,9 14,55 +0,22 -0,37 75 5 4 5 Yahoo! Deutschland 28,3 14,26 -0,09 +0,05 825 58 7 6 CHIP Online 27,4 13,77 +0,85 +1,04 393 29 6 7 computerbild.de 26,5 13,36 +0,43 +5,71 269 20 9 8 BILD.de 25,6 12,90 +0,43 +0,36 2.121 164 8 9 GMX 25,5 12,85 +0,27 -0,50 2.082 162 12 10 chefkoch.de 21,9 11,04 +1,87 +1,86 237 22 10 11 SPIEGEL ONLINE 20,4 10,27 +0,11 +0,54 681 66 11 12 MSN 19,9 10,04 +0,12 -3,42 395 39 14 13 DasTelefonbuch.de 18,1 9,12 +0,39 +1,91 64 7 19 14 RTL.de 17,8 8,94 +1,35 -2,29 221 25 13 15 FOCUS Online 17,1 8,62 -0,16 +1,71 145 17 15 16 DasÖrtliche 17,0 8,57 +0,15 +0,96 62 7 16 17 Entertainweb 16,0 8,06 +0,06 +1,41 58 7 17 18 Windows Live 15,8 7,94 +0,12 -2,42 460 58 25 19 wetter.com 15,6 7,87 +1,67 -2,92 133 17 21 20 Welt.de 15,3 7,68 +0,24 +0,66 165 21 Top-3 Gains/Losses in net reachBase: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 3
  • 3. chefkoch.de jumps into the top-10, eBay furthercloses the gap to t-onlineTop-10 platforms by net reach over timeFigures in m Unique User / month302826 24,6 T-Online24 24,3 eBay.de22 WEB.DE20 gutefrage.net18 16,7 Yahoo!16 Deutschland 14,6 14,3 CHIP Online14 13,8 13,4 12,9 computerbild.de12 11,0 BILD.de10 GMX 8 6 chefkoch.deBase: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 4
  • 4. Publisher ranking December 2011SevenOne Media, G+J and IP Deutschland gain biggestnet reach 2011 2011 Net reach Unique User Difference in UU Contacts Ø Publisher 11 12 in % in m to 2011-11 in m contacts 1 1 InteractiveMedia 59,5 30,0 +0,00 4.394 147 2 2 Tomorrow Focus Media 57,6 29,0 -0,04 1.369 47 3 3 United Internet Media 55,4 27,9 +0,67 5.167 185 4 4 IP Deutschland 52,9 26,6 +0,78 2.350 88 5 5 Axel Springer Media 50,8 25,6 +0,28 2.809 110 6 6 eBay Advertising Group 50,4 25,4 +0,33 5.530 218 7 7 SevenOne Media 49,9 25,1 +1,65 994 40 8 8 Ströer Interactive 44,2 22,2 +0,38 988 44 10 9 G+J Electronic Media 42,8 21,6 +1,44 1.133 53 9 10 Yahoo! Deutschland 40,7 20,5 -0,04 1.281 63 11 11 OMS 40,1 20,2 +0,57 925 46 12 12 ad pepper media 37,1 18,7 +0,22 209 11 13 13 iq digital 34,4 17,3 -0,12 1.206 70 14 14 freeXmedia 33,3 16,8 +0,64 1.402 84 15 15 Microsoft Advertising 31,7 16,0 -0,03 872 55 16 16 SPIEGEL QC 27,8 14,0 -0,01 857 61 17 17 Hi-media Deutschland 27,7 13,9 +0,77 554 40 18 18 Glam Media 21,9 11,0 +0,65 116 11 19 19 Unister Media 19,5 9,8 -0,29 119 12 21 20 MAIRDUMONT MEDIA 14,3 7,2 +0,39 107 15 Top-3 Gains/Losses in net reachBase: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 5
  • 5. Over 51 million onliners in Germany 70,33 m German speaking population 14 years and older 51,40 m (73%) use the internet 50,34 Mio. (72%) have used the internet in the last 3 monthsBase: 112.302 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 6
  • 6. 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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 7
  • 7. Virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 96 96 94 96 95 92 88 90 83 80 76 68 70 60 57 50 44 40 32 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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 8
  • 8. 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 96 95 92 93 90 86 86 80 77 72 70 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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 9
  • 9. 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 96 20 - 29 years 132 95 30 - 39 years 130 93 40 - 49 years 119 86 50 - 59 years 100 72 60 - 69 years 70 50 70 years and older 29 21 0 20 40 60 80 100 120 140Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 10
  • 10. 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 90 64 2.000 - 3.000 EUR 101 72 3.000 - 4.000 EUR 112 80 4.000 EUR or more 118 85None or Secondary Modern / Primary School 78 56 Secondary Schools 112 80 (Specialized) A-Levels 126 90 University Degree 121 86 60 70 80 90 100 110 120 130 140Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 11
  • 11. The majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,35 4,99 4,59 5% 10% 9% 9,46 8,08 19% 23,80 26,50 16% 0,5 0,5 9,27 11,59 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: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 12
  • 12. Almost two thirds of the online users are employedand have at minimum completed continuededucationEducation and occupation of onlinersFigures in m / % 1,89 5,05 7,48 9,33 4% 10% 15% 19% 4,98 10% 15,32 30% 7,75 15% 16,05 32,83 32% 65% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 13
  • 13. 56% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,23 14,60 14,70 2,51 8% 14,76 15% 15% 5% 2,44 29% 5% 16,40 16% 8,42 17% 29,10 29% 25,30 17,98 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: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 14
  • 14. The internet is used predominantly at home –28% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 96 At home 95 34 At work 32 8 At school, university 8 10 On the road 9 28 In public places 22 2011-12 28 At friends / relatives, elsewhere 29 2010-12 0 20 40 60 80 100 120Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 15
  • 15. 80% of the onliners in Germany access the internetvia broadbandOnline access at home (multiple choice)Figures in % Broadband 79 DSL 64 Cable 9 Other broadband connection (cable, 3G) 7 Narrowband 23 ISDN 14 Analog modem 10 0 10 20 30 40 50 60 70 80 90Base: 96.921 unweighted cases (= 47,76 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 16
  • 16. Broadband market cap has been reached sinceearly 2002 – 80% of German onliners use a fastconnectionBroadband connections at home 2007-2011Figures in %90 79 80 80 80 80 80 80 8080 76 76 77 77 73 73 74 7370 65 65 61 61605040302010 0Base: 95.833 unweighted cases (= 47,76 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 17
  • 17. E-Mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 85 Food and Beverages 37 89 34 Search Engines 82 TV Listings 34 83 29 Global News 69 Messenger 32 66 35 Online Shopping 67 Family and Kids 28 68 29 Weather 65 Job Portals 22 63 24 Regional, local news 62 Stars and Celebrities 20 59 19 Online-Banking 56 Fitness and Wellness 19 57 17 Product Reviews 41 Real Estate Listings 19 40 18 Sports Results, News 39 Blogs 17 37 17 Chat, Forums 39 Flirting, Dating 16 41 2011-12 18 2011-12 Cinema 37 2010-12 Horoscopes 10 2010-12 36 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 18
  • 18. Books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 Movies, Videos, DVDs 39 59 38 Vacations 55 Men Clothing 38 56 40 Tickets 55 Digital Cameras 38 55 36 Hotels 50 Computer-Hardware 36 50 39 Shoes 44 Sports Equipment 36 41 38 Furniture 44 Toys 35 45 35 Airline Tickets 44 Health Products, Medicine 35 44 35 CDs 43 Flatscreen TV 35 47 36 Train Ticktets 41 Used Cars 33 44 33 2011-12 2011-12 Telecommunication Products 40 2010-12 33 2010-12 42 34 0 20 40 60 80 0 20 40 60 80Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 19
  • 19. Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 43 Movies, DVDs 21 42 21 Tickets 35 Train Tickets 21 34 20Womens Clothing 27 Computer Hardware 19 25 20 Hotels 27 Health Products, Medicine 18 25 17 CDs 26 Furniture 17 26 16 Vacations 25 Sports Equipment 17 24 16 Shoes 25 Computer Software 16 21 16 Airline Tickets 25 Telecommunication Products 15 24 14 Mens Clothing 24 Music, Movie Downloads 14 22 13 2011-12 2011-12 23 Computer- and Videogames 14 22 2010-12 13 2010-12 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence 20
  • 20. Profile AGOF internet facts 2011-12 Universe: 70,33 m (German speaking population in Germany 14 years and older) Sample: 112.419 unweighted cases (101.302 onliners) Time frame: December 2011 Reported websites: 734 Reported placement units: 3.889 Reported product categories: 59

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