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AGOF internet facts 2012-10 english version

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Summary of the main results of the German online study "internet facts" 2012-10

Summary of the main results of the German online study "internet facts" 2012-10

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  • 1. AGOF internet facts 2012-10plan.net group for digital communication20.12.2012 2
  • 2. Website-ranking October 2012: net reach Ø montheBay closes in on #1 2012- 2012- Reichweite Unique User Veränderung Veränderung Kontakte Website Ø Kontakte 09 10 in % in Mio. zu 2012-09 zu 2011-10 in Mio. 1 1 T-Online 49,6 25,23 +0,01 +0,59 3.789 150 2 2 eBay.de 49,4 25,09 +0,54 +2,27 4.118 164 3 3 gutefrage.net 36,9 18,76 -0,04 +4,95 100 5 4 4 WEB.DE 29,7 15,08 +0,09 -1,28 2.464 163 8 5 computerbild.de 27,1 13,76 +1,47 -1,58 205 15 6 6 CHIP Online 26,7 13,56 +0,38 +0,73 347 26 7 7 Yahoo! Deutschland 25,8 13,13 +0,23 -0,91 780 59 5 8 BILD.de 25,0 12,72 -0,49 +0,80 1.841 145 9 9 GMX 24,2 12,32 +0,24 -0,47 2.068 168 10 10 SPIEGEL ONLINE 21,7 11,02 -0,39 +0,93 615 56 12 11 DasTelefonbuch.de 20,3 10,30 +0,07 +1,70 61 6 13 12 CHEFKOCH.de 19,8 10,06 +0,43 +1,43 193 19 11 13 wetter.com 17,9 9,11 -1,42 +0,76 138 15 15 14 RTL.de 17,8 9,07 -0,33 +0,45 171 19 17 15 meinestadt.de 17,8 9,05 +0,47 +1,28 180 20 14 16 FOCUS Online 17,7 9,00 -0,55 +0,56 151 17 16 17 DIE WELT 17,4 8,83 -0,13 +1,60 160 18 18 18 DasÖrtliche 16,2 8,25 +0,21 +0,49 57 7 19 19 MSN 14,9 7,60 -0,06 -2,41 316 42 23 20 N24.de 14,2 7,23 +1,09 -0,16 36 5 Top-3 Gains/Losses in net reachBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: October 2012 / Source: AGOF internet facts 2012-10 / plan.net media intelligence 3
  • 3. Top-10 platforms: eBay and Computerbild gain netreachTop-10 platforms by net reach over timeFigures in m Unique User / month2826 T-Online 25,23 25,0924 eBay.de22 gutefrage.net20 18,7618 WEB.DE16 computerbild.de 15,0814 13,76 13,56 13,13 CHIP Online12 12,72 12,3210 11,02 Yahoo! Deutschland 8 BILD.de 6 GMX 4 2 SPIEGEL ONLINE 0Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2011-01- 2012-10 / plan.net media intelligence 4
  • 4. Price comparison sites gain relevance in the monthsbefore christmas – idealo.de reaches 8.6m usersTop-5 price comparison sites by net reach over timeFigures in m Unique User / month16 Computerbild14 Produkt- und Preisvergleich (idealo.de)12 Testberichte.de10 8,64 8 billiger.de 6 Ciao 3,98 4 3,84 3,77 2,77 2 Preisvergleich.de 0Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2011-01- 2012-10 / plan.net media intelligence 5
  • 5. Publisher ranking October 2012IP Germany & SevenOne Media switch ranks 2012- 2012- Reichweite Unique User Veränderung UU Kontakte Vermarkter Ø Kontakte 09 10 in % in Mio. zu 2012-10 in Mio. 1 1 TomorrowFocus Media 61,7 31,38 -0,17 1.429 46 2 2 InteractiveMedia 58,3 29,66 +0,01 4.372 147 3 3 Axel Springer 54,5 27,68 +0,12 2.574 93 4 4 United Internet Media 54,3 27,61 +0,45 4.888 177 5 5 eBay Advertising Group 51,7 26,27 +0,37 4.970 189 7 6 IP Deutschland 50,3 25,56 +0,32 1.758 69 6 7 SevenOne Media 50,0 25,42 -0,02 944 37 8 8 OMS 44,7 22,72 +0,08 1.022 45 9 9 Ströer Interactive 43,6 22,18 -0,07 650 29 10 10 G+J EMS 40,8 20,72 +0,24 989 48 11 11 Yahoo! Deutschland 39,5 20,10 +0,38 1.199 60 12 12 ad pepper media 36,5 18,57 +0,28 183 10 13 13 iq digital 34,8 17,67 +0,08 746 42 15 14 freeXmedia 30,6 15,56 +0,32 1.004 65 16 15 Hi-Media Deutschland 29,4 14,97 +0,76 540 36 14 16 SPIEGEL QC 29,3 14,88 -0,47 803 54 17 17 Microsoft Advertising 25,8 13,11 +0,40 653 50 18 18 Glam Media 21,9 11,15 +0,16 188 17 19 19 Unister Media 20,2 10,25 +0,14 129 13 21 20 Urban Media 17,1 8,69 +0,68 192 22 Top-3 Gains/Losses in net reachBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: October 2012 / Source: AGOF internet facts 2012-10 / plan.net media intelligence 6
  • 6. Over 51 million onliners in Germany 51,77m 50,84m 70,21m use the Internet have used the Internet in the last 3 months German speaking population 14 years and older 74% 72%Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 7
  • 7. Internet penetration in Germany is at 74%Onliners (last 12 months)Figures in %80 73 73 7470 68 65 6260 57 58 55 50 5250 404030 2620 1510 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Base: 1999-2009: German speaking population 14 years and older; since 2010: German speaking population in germany 14 years and older; Mean ofquarters a year / 2011: Mean of months a year / 2012: current monthSource: 1999-2004: @facts SevenOne Interactive / forsa. / ab 2005: AGOF internet facts 2005-II - 2012-09 / plan.net media intelligence 8
  • 8. Virtually everyone in younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 96 97 94 97 96 94 88 90 84 78 80 71 70 58 60 50 46 40 34 30 20 15 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: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 9
  • 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 96 92 95 95 90 86 86 80 77 74 70 66 60 50 52 14 - 19 years 50 20 - 29 years 40 30 - 39 years 30 40 - 49 years 27 23 50 - 59 years 20 60 - 69 years 10 9 70 years and 0 older 2006 2007 2008 2009 2010 2011 2012Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 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 68 14 - 19 years 133 96 20 - 29 years 132 95 30 - 39 years 131 95 40 - 49 years 119 86 50 - 59 years 103 74 60 - 69 years 72 52 70 years and older 31 23 0 20 40 60 80 100 120 140Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 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 68 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 101 73 3.000 - 4.000 EUR 109 79 4.000 EUR or more 121 88None or Secondary Modern / Primary School 79 57 Secondary Schools 110 80 (Specialized) A-Levels 125 90 University Degree 119 86 60 70 80 90 100 110 120 130 140Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 12
  • 12. The majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,68 4,82 4,67 5% 9% 9% 9,40 19% 8,55 26,63 24,21 17% 52% 48% 9,17 11,54 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: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 13
  • 13. Two thirds of the online users are employed andhave at least completed secondary educationEducation and occupation of onlinersFigures in m / % 1,99 4,85 7,28 9,57 4% 9% 14% 19% 5,38 11% 15,12 30% 7,77 15% 16,40 33,33 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 14
  • 14. 58% of the onliners have a net household income ofmore than 2.000 eurosPersonal income and net household income of onlinersFigures in m / % 4,33 7,39 9,08 2,56 9% 15% 14,09 18% 5% 2,73 28% 5% 7,51 8,88 15% 13,91 17% 27% 18,25 12,95 36% 25% 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 moreBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 15
  • 15. The internet is used predominantly at home -33% of onliners use the internet on the move vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 95 At home 94 34 At work 32 7 At school, university 7 11 In public places 9 34 On the move 25 2012-10 27 At friends / relatives, elsewhere 25 2011-10 0 10 20 30 40 50 60 70 80 90 100Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 16
  • 16. Almost 80% of the onliners in Germany access theinternet via broadbandOnline access at home (multiple choice)Figures in % Broadband 79 DSL 63 Cable 11 Other broadband connection (cable, 3G) 9 Narrowband 24 ISDN 14 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 96.440 unweighted cases (= 48,39 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 17
  • 17. E-Mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % Email 86 Kinofilme, Kinoprogramm 36 86 37 Search Engines 83 Aktuelles Fernsehprogramm 34 83 33 Weather 71 Messenger 31 69 31 Global News 69 Familie und Kinder 27 71 27 Online Shopping 69 Jobbörsen 22 65 22 Local/Regional News 63 Stars und Prominente 20 62 21 Online Banking 58 Fitness und Wellness 20 56 19 Product Reviews 42 Immobilienbörsen 19 41 18Sport Results and News 40 Weblogs/Blogs 17 40 17 Food and Beverage 39 Flirten und Kontakte 14 36 2012-10 16 2012-10 39 2011-10 Horoskope 9 2011-10 39 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 18
  • 18. Books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 61 Womens Clothing 40 59 38 Vacations 56 Men Clothing 39 56 37 Tickets 56 Movies, Videos, DVDs 38 55 39 Hotels 51 Computer-Hardware 36 50 38 Shoes 47 Sports Equipment 36 43 35 Furniture 45 Digital Cameras 35 44 38 Airline Tickets 45 Health Products, Medicine 35 45 36 CDs 43 Toys 35 45 35 Train Ticktets 42 Flatscreen TV 34 43 33 2012-10 2012-10 Telecommunication Products 41 2011-10 Used Cars 34 2011-10 41 34 0 20 40 60 80 0 20 40 60 80Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 19
  • 19. Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 45 Movies, DVDs 22 42 22 Tickets 36 Train Tickets 21 35 20 Womens Clothing 28 Computer Hardware 20 26 20 Shoes 28 Health Products, Medicine 18 23 18 Hotels 28 Furniture 18 26 17 Vacations 27 Sports Equipment 18 25 16 CDs 26 Computer Software 16 26 16 Airline Tickets 25 Telecommunication Products 16 25 15 Mens Clothing 25 Music, Movie Downloads 14 23 14 2012-10 2012-10 Toys 23 Computer- and Videogames 14 23 2011-10 13 2011-10 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-10 / plan.net media intelligence 20
  • 20. Profile AGOF internet facts 2012-10 Universe: 70,21 m (German speaking population in Germany 14 years and older) Sample: 112.283 unweighted cases (101.316 onliners) Time frame: October 2012 Reported websites: 761 Reported placement units: 3.933 Reported product categories: 59
  • 21. 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.com Web: www.plan-net.com Facebook: facebook.com/plannet Twitter: @plannet

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