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AGOF internet facts 2012-12 (english version)

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Summary of the main results of the German online study "internet facts" 2012-12

Summary of the main results of the German online study "internet facts" 2012-12

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  • 1. AGOF internet facts 2012-12plan.net group for digital communication28.02.2013 1
  • 2. Website-ranking December 2012: net reach Ø montheBay, T-Online and gutefrage.net at the top 2012- 2012- Reach Unique User Difference in Difference in Contacts Website Ø Contacts 11 12 in % in Mio. 2012-11 2011-12 in Mio. 1 1 eBay.de 50,0 25,42 +0,36 +1,16 4.626 182 2 2 T-Online 47,8 24,28 -0,73 -0,31 3.601 148 3 3 gutefrage.net 33,1 16,85 -1,77 +2,30 80 5 4 4 WEB.DE 29,4 14,94 -0,07 -1,75 2.489 167 5 5 CHIP Online 29,2 14,84 +1,16 +1,07 389 26 6 6 computerbild.de 26,8 13,64 +0,36 +0,28 259 19 7 7 Yahoo! Deutschland 25,6 13,03 -0,01 -1,23 704 54 9 8 GMX 24,3 12,38 +0,15 -0,47 1.991 161 12 9 CHEFKOCH.de 23,5 11,97 +1,96 +0,93 235 20 8 10 BILD.de 22,6 11,48 -1,14 -1,42 1.548 135 10 11 SPIEGEL ONLINE 21,4 10,87 -0,32 +0,60 543 50 11 12 DasTelefonbuch.de 19,6 9,94 -0,34 +0,82 61 6 15 13 wetter.com 17,4 8,85 -0,01 +0,98 163 19 14 14 RTL.de 17,3 8,79 -0,12 -0,15 170 19 13 15 FOCUS Online 16,6 8,43 -0,81 -0,19 130 16 17 16 DIE WELT 16,1 8,19 -0,54 +0,51 132 16 18 17 DasÖrtliche 16,1 8,17 +0,05 -0,40 48 6 16 18 meinestadt.de 16,0 8,14 -0,61 +0,58 137 17 19 19 MSN 15,1 7,68 +0,15 -2,36 325 42 20 20 MyVideo 13,9 7,08 +0,03 -0,58 103 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 December 2012 / Source: AGOF internet facts 2012-12 / plan.net media intelligence 2
  • 3. Top-10 platforms: eBay still on #1Top-10 platforms by net reach over timeFigures in m Unique User / month2826 25,42 T-Online24 24,28 eBay.de2220 gutefrage.net18 WEB.DE 16,8516 14,94 14,84 computerbild.de14 13,64 13,0312 12,38 11,48 CHIP Online 10,8710 Yahoo! 8 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- 2012-12 / plan.net media intelligence 3
  • 4. Cooking sites: Chefkoch.de reaches 10,80m usersTop-5 cooking sites by net reach over timeFigures in m Unique User / month12 10,8010 Chefkoch.de 8 kochbar.de 6 Worlds of Food 4 2,59 2 1,53 Lecker Online 1,50 1,45 0 Kochrezepte.deBase: 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- 2012-12 / plan.net media intelligence 4
  • 5. Publisher ranking December 2012Glam Media and Urban Media with largest gains in netreach 2012- 2012- Reach Unique User Difference in UU to Contacts Publisher Ø Contacts 11 12 in % in Mio. 2012-11 in Mio. 1 1 TOMORROW FOCUS MEDIA 61,4 31,22 -0,30 1.315 42 2 2 InteractiveMedia CCSP 56,9 28,95 -0,63 4.147 143 4 3 United Internet Media 54,7 27,83 +0,20 4.847 174 3 4 Axel Springer Media Impact 53,6 27,23 -0,59 2.258 83 5 5 eBay Advertising Group 51,8 26,35 +0,07 5.303 201 6 6 IP Deutschland 50,3 25,56 +0,03 1.596 62 7 7 SevenOne Media 50,1 25,49 +0,10 928 36 9 8 OMS 45,2 22,98 +0,08 893 39 8 9 Ströer Interactive 45,2 22,98 -0,07 636 28 10 10 G+J Electronic Media Sales 42,5 21,63 +0,81 969 45 11 11 Yahoo! Deutschland 39,2 19,94 +0,11 1.122 56 13 12 ad pepper media 34,3 17,42 +0,69 145 8 12 13 iq digital 33,7 17,12 -1,37 828 48 14 14 freeXmedia 30,2 15,33 -0,19 1.005 66 15 15 Hi-Media Deutschland 29,9 15,18 +0,58 573 38 16 16 SPIEGEL QC 29,7 15,08 -0,10 704 47 18 17 Glam Media 23,0 11,68 +0,87 170 15 19 18 Microsoft Advertising 20,5 10,44 +0,01 630 60 17 19 Unister Media 18,9 9,62 -0,78 105 11 21 20 Urban Media 18,5 9,41 +0,87 162 17 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: December 2012 / Source: AGOF internet facts 2012-12 / plan.net media intelligence 5
  • 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 2012-12 / plan.net media intelligence 6
  • 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 - 2012-12 / plan.net media intelligence 7
  • 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 2012-12 / plan.net media intelligence 8
  • 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 95 92 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 20 50 - 59 years 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 2012-12 / plan.net media intelligence 9
  • 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 2012-12 / plan.net media intelligence 10
  • 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 93 67 1.000 - 2.000 EUR 88 64 2.000 - 3.000 EUR 100 73 3.000 - 4.000 EUR 110 80 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 11
  • 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% 8,56 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 2012-12 / plan.net media intelligence 12
  • 13. Two thirds of the online users are employed andhave at least completed secondary educationEducation and occupation of onlinersFigures in m / % 1,99 5,15 7,28 9,57 4% 10% 14% 19% 5,07 10% 15,12 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 2012-12 / plan.net media intelligence 13
  • 14. 58% of the onliners have a net household income ofmore than 2.000 eurosPersonal income and net household income of onlinersFigures in m / % 4,24 7,07 9,17 2,73 8% 14% 13,92 18% 5% 2,97 28% 6% 7,9 8,26 15% 14,13 16% 28% 18,71 12,57 37% 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 2012-12 / plan.net media intelligence 14
  • 15. The internet is used predominantly at home -40% of onliners use the internet on the move vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 96 At home 96 38 At work 34 9 At school, university 8 13 In public places 10 40 On the move 28 2012-12 32 At friends / relatives, elsewhere 28 2011-12 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 2012-12 / plan.net media intelligence 15
  • 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 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 2012-12 / plan.net media intelligence 16
  • 17. E-Mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % Email 86 Cinema 36 85 37 Search Engines 84 TV Listings 34 82 34 Weather 69 Messenger 31 65 32 Global News 70 Family and Kids 27 69 28 Online Shopping 69 Job Portals 22 67 22 Local/Regional News 63 Stars and Celebrities 20 62 20 Online Banking 58 Fitness and Wellness 20 56 19 Product Reviews 42 Real Estate Listings 19 41 19Sport Results and News 40 Blogs 17 39 17 Food and Beverage 38 Flirting, Dating 14 37 2012-12 16 2012-12 39 2011-12 Horoscopes 9 2011-11 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 2012-12 / plan.net media intelligence 17
  • 18. 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 2012-12 2012-12 Telecommunication Products 41 2011-12 Used Cars 34 2011-12 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 2012-12 / plan.net media intelligence 18
  • 19. Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 43 Movies, DVDs 22 43 21 Tickets 35 Train Tickets 21 35 21 Womens Clothing 27 Computer Hardware 20 27 19 Shoes 25 Furniture 18 25 17 Hotels 27 Health Products, Medicine 18 27 18 Vacations 25 Sports Equipment 18 25 17 CDs 26 Computer Software 16 26 16 Airline Tickets 25 Telecommunication Products 16 25 15 Mens Clothing 24 Music, Movie Downloads 14 24 14 2012-12 2012-12 Toys 23 Computer- and Videogames 14 23 2011-12 14 2011-12 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 2012-12 / plan.net media intelligence 19
  • 20. 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: December 2012 Reported websites: 762 Reported placement units: 3.980 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
  • 22. contact plan.net group for digital communication gmbh & co.kg House of Communication 20149 Hamburg Tel: +49 (0)40 20 22 88 8120 E-Mail: info@plan-net.com Web: www.plan-net.com Facebook: facebook.com/plannet Twitter: @plannet