AGOF internet facts 2012-11 english version
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Summary of the main results of the German online study "internet facts" 2012-11

Summary of the main results of the German online study "internet facts" 2012-11

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AGOF internet facts 2012-11 english version Presentation Transcript

  • 1. AGOF internet facts 2012-11plan.net group for digital communication31.01.2013 2
  • 2. Website-ranking November 2012: net reach Ø montheBay on #1 2012- 2012- Reach Unique User Difference in Difference in Contacts Website Ø Contacts 10 11 in % in Mio. 2012-10 2011-11 in Mio. 2 1 eBay.de 49,3 25,06 -0,03 1,35 4.187 167 1 2 T-Online 49,2 25,01 -0,22 0,16 3.750 150 3 3 gutefrage.net 36,6 18,62 -0,14 4,29 99 5 4 4 WEB.DE 29,5 15,01 -0,07 -1,26 2.394 160 6 5 CHIP Online 26,9 13,68 0,12 0,76 332 24 5 6 computerbild.de 26,1 13,28 -0,48 0,35 198 15 7 7 Yahoo! Deutschland 25,7 13,04 -0,09 -1,31 755 58 8 8 BILD.de 24,8 12,62 -0,10 0,15 1.862 148 9 9 GMX 24,1 12,23 -0,09 -0,35 2.015 165 10 10 SPIEGEL ONLINE 22,0 11,19 0,17 1,03 638 57 11 11 DasTelefonbuch.de 20,2 10,28 -0,02 1,55 60 6 12 12 CHEFKOCH.de 19,7 10,01 -0,05 0,84 190 19 16 13 FOCUS Online 18,2 9,24 0,24 0,46 162 18 14 14 RTL.de 17,5 8,91 -0,16 1,32 167 19 13 15 wetter.com 17,4 8,86 -0,25 2,66 132 15 15 16 meinestadt.de 17,2 8,75 -0,30 1,08 174 20 17 17 DIE WELT 17,2 8,73 -0,10 1,29 163 19 18 18 DasÖrtliche 16,0 8,12 -0,13 -0,30 54 7 19 19 MSN 14,8 7,53 -0,07 -2,39 313 42 21 20 MyVideo 13,9 7,05 -0,13 -0,30 102 15 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 November 2012 / Source: AGOF internet facts 2012-11 / plan.net media intelligence 3
  • 3. Top-10 platforms: eBay at peak positionTop-10 platforms by net reach over timeFigures in m Unique User / month2826 25,06 T-Online24 25,01 eBay.de2220 gutefrage.net 18,6218 WEB.DE16 15,01 13,68 computerbild.de14 13,2812 13,04 CHIP Online 12,6210 12,23 Yahoo! 8 11,19 Deutschland 6 BILD.de 4 GMX 2 SPIEGEL 0 ONLINEBase: 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- 2012-11 / plan.net media intelligence 4
  • 4. Publisher ranking November 2012Ströer Interactive takes #8 from OMS 2012- 2012- Reach Unique User Difference in UU to Contacts Publisher Ø Contacts 10 11 in % in Mio. 2012-10 in Mio. 1 1 TOMORROW FOCUS 62,0 31,52 0,14 1.407 45 2 2 InteractiveMedia CCSP 58,2 29,58 -0,08 4.327 146 3 3 Axel Springer Media Impact 54,7 27,82 0,14 2.580 93 4 4 United Internet Media 54,3 27,63 0,02 4.765 173 5 5 eBay Advertising Group 51,7 26,28 0,01 4.999 190 6 6 IP Deutschland 50,2 25,53 -0,03 1.715 67 7 7 SevenOne Media 49,9 25,39 -0,03 950 37 9 8 Ströer Interactive 45,3 23,05 0,87 633 28 8 9 OMS 45,0 22,90 0,18 1.016 44 10 10 G+J Electronic Media Sales 41,0 20,82 0,10 974 47 11 11 Yahoo! Deutschland 39,0 19,83 -0,27 1.134 57 13 12 iq digital 36,4 18,49 0,82 909 49 12 13 ad pepper media 32,9 16,73 -1,84 147 9 14 14 freeXmedia 30,5 15,52 -0,04 959 62 15 15 Hi-Media Deutschland 28,7 14,60 -0,37 527 36 16 16 SPIEGEL QC 29,9 15,18 0,30 823 54 19 17 Unister Media 20,4 10,40 0,15 126 12 18 18 Glam Media 21,3 10,81 -0,34 184 17 17 19 Microsoft Advertising 20,5 10,43 -2,68 605 58 21 20 MAIRDUMONT MEDIA 16,3 8,27 -0,20 100 12 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: November 2012 / Source: AGOF internet facts 2012-11 / plan.net media intelligence 6
  • 5. 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
  • 6. 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 - 2012-11 / plan.net media intelligence 8
  • 7. 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 2012-11 / plan.net media intelligence 9
  • 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 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 2012-11 / plan.net media intelligence 10
  • 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 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 2012-11 / plan.net media intelligence 11
  • 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 68 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 100 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 2012-11 / plan.net media intelligence 12
  • 11. 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% 9,18 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 2012-11 / plan.net media intelligence 13
  • 12. Two thirds of the online users are employed andhave at least completed secondary educationEducation and occupation of onlinersFigures in m / % 1,99 4,99 7,28 9,57 4% 10% 14% 19% 5,23 10% 15,13 30% 7,77 15% 16,39 33,34 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 2012-11 / plan.net media intelligence 14
  • 13. 58% of the onliners have a net household income ofmore than 2.000 eurosPersonal income and net household income of onlinersFigures in m / % 4,20 7,26 9,18 2,64 8% 14% 14,35 18% 5% 2,87 28% 6% 7,58 8,37 15% 14,15 17% 28% 18,41 12,67 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 2012-11 / plan.net media intelligence 15
  • 14. The internet is used predominantly at home -37% of onliners use the internet on the move vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 95 At home 95 36 At work 33 8 At school, university 7 12 In public places 9 37 On the move 27 2012-11 30 At friends / relatives, elsewhere 25 2011-11 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 2012-11 / plan.net media intelligence 16
  • 15. Almost 80% of the onliners in Germany access theinternet via broadbandOnline access at home (multiple choice)Figures in % Broadband 79 DSL 64 Cable 10 Other broadband connection (cable, 3G) 9 Narrowband 25 ISDN 15 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 96.973 unweighted cases (= 49,40 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 2012-11 / plan.net media intelligence 17
  • 16. E-Mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % Email 86 Cinema 36 87 38 Search Engines 84 TV Listings 34 83 34 Weather 70 Messenger 31 68 33 Global News 69 Family and Kids 27 70 29 Online Shopping 69 Job Portals 22 66 23 Local/Regional News 63 Stars and Celebrities 20 62 21 Online Banking 58 Fitness and Wellness 20 57 20 Product Reviews 42 Real Estate Listings 19 41 19Sport Results and News 40 Blogs 17 40 17 Food and Beverage 39 Flirting, Dating 14 38 2012-11 16 2012-11 38 2011-11 Horoscopes 9 2011-11 40 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 2012-11 / plan.net media intelligence 18
  • 17. Books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 61 Womens Clothing 40 60 39 Vacations 56 Mens Clothing 39 56 38 Tickets 56 Movies, Videos, DVDs 38 56 39 Hotels 51 Computer-Hardware 36 50 37 Shoes 47 Digital Cameras 36 45 37 Furniture 45 Sports Equipment 36 45 35 Airline Tickets 45 Health Products, Medicine 35 45 35 CDs 42 Toys 35 43 35 Train Ticktets 42 Flatscreen TV 34 42 34 2012-11 2012-11 Telecommunication Products 41 2011-11 Used Cars 34 2011-11 41 33 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 2012-11 / plan.net media intelligence 19
  • 18. Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 45 Movies, DVDs 22 44 22 Tickets 36 Train Tickets 21 36 21 Womens Clothing 28 Computer Hardware 19 27 20 Shoes 28 Furniture 18 26 18 Hotels 28 Health Products, Medicine 18 27 18 Vacations 27 Sports Equipment 18 26 17 CDs 26 Computer Software 16 26 16 Airline Tickets 26 Telecommunication Products 16 25 16 Mens Clothing 25 Music, Movie Downloads 14 24 14 2012-11 2012-11 Toys 23 Computer- and Videogames 14 24 2011-11 14 2011-11 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 2012-11 / plan.net media intelligence 20
  • 19. Profile AGOF internet facts 2012-11 Universe: 70,21 m (German speaking population in Germany 14 years and older) Sample: 112.283 unweighted cases (101.316 onliners) Time frame: November 2012 Reported websites: 756 Reported placement units: 3.983 Reported product categories: 59
  • 20. 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