AGOF internet facts 2010-I english version

AGOF internet facts 2010-I June 24, 2010 1

Profile AGOF internet facts 2010-I  Universe: 70,50 m German speaking population 14+  Sample: 113.507 unweighted cases (101.652 onliners)  Timeframe: January – March 2010  Websites: 654  Placement units: 3.414  Product Categories: 59 2

New websites in internet facts 2010-I  Adeba.de  Oldenburgische Volkszeitung  amicella  PTAheute  Bellevue  Radio Berg  Daily Dose  Radio Gütersloh  Der Aktionär  Radio Hochstift  Discover Outdoor  Radio NORA  Deutscher Städte- und Gemeindebund  Radio sunshine live  Energiesparen-im-Haushalt.de  Spektrum der Wissenschaft  Finya.de  Staedte-Reisen.de  Freecaster  stromvergleich.de  Hellweger Anzeiger Unna  Style.de  Hochzeit.de  SURF-Magazin  HÖRZU  Tageblatt für den Kreis Steinfurt  inFranken.de  top.de  in-starmagazin.de  TradeSignal Online  King.com  video.de - Gesamt  Kreiszeitung Böblinger Bote  VZ Netzwerke  maccommunity.de  Warner Artist Network  macmagazin.de  wetter.net  macnews.de  wirliebenfilme  Morningstar  Wir-lieben-Pferde.de  Nachrichten.de  Zeitungsverlag Waiblingen 3

Publisher-Ranking Q1 2010: Net reach Ø month Interactive Media before Tomorrow Focus and UIM Net reach Unique User 2010-I Publisher in % in m 1 Interactive Media 63,9 31,7 2 Tomorrow Focus 60,7 30,1 3 United Internet Media 52,0 25,8 4 SevenOne Media 51,1 25,4 5 IP Deutschland 47,7 23,7 6 Ströer Interactive 47,4 23,6 7 Yahoo! Deutschland 45,7 22,7 8 Microsoft Advertising 45,5 22,6 9 Axel Springer Media Impact 44,5 22,1 10 OMS 39,0 19,4 11 ad pepper media 37,2 18,5 12 iq digital 36,7 18,3 13 G+J Electronic Media Sales 36,4 18,1 14 Hi-media Deutschland 34,1 17,0 15 freeXmedia 31,2 15,5 16 Spiegel QC 30,1 14,9 17 Unister Media 21,9 10,9 18 Quarter Media 16,1 8,0 19 MySpace/Fox Interactive Media 14,8 7,4 20 eBay Advertising Group 14,0 7,0 Timeframe: Average month in Q1 2010 Base: 101.652 unweighted cases (=49,68 m German speaking Onliners in the last 3 months 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 4

Publisher-Ranking Q1 2010: Net reach Ø week Interactive Media, UIM and Tomorrow Focus Top-3 Net reach Unique User 2010-I Publisher in % in m 1 Interactive Media 38,1 19,0 2 United Internet Media 32,5 16,2 3 Tomorrow Focus 32,3 16,1 4 SevenOne Media 27,5 13,7 5 Microsoft Advertising 25,9 12,9 6 IP Deutschland 25,4 12,6 7 Yahoo! Deutschland 23,6 11,7 8 iq digital 21,6 10,7 9 Ströer Interactive 21,4 10,6 10 Axel Springer Media Impact 20,9 10,4 11 OMS 17,5 8,7 12 G+J Electronic Media Sales 15,8 7,9 13 ad pepper media 14,6 7,3 14 Hi-media Deutschland 13,7 6,8 15 freeXmedia 13,5 6,7 16 Spiegel QC 13,5 6,7 17 Unister Media 7,0 3,5 18 MySpace / Fox Interactive Media 5,8 2,9 19 eBay Advertising Group Deutschland 5,7 2,8 20 Quarter Media 4,8 2,4 Timeframe: Average week in Q1 2010 Base: 101.652 unweighted cases (=49,68 m German speaking Onliners in the last 3 months 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 5

Website-Ranking Q1 2010: Net reach Ø month T-Online leads before Web.de and Yahoo! Net reach Unique User Exposures Ø 2010-I Website in % in m in m Exposures 1 T-Online 54,5 27,1 4.109 152 2 WEB.DE 34,8 17,3 2.807 163 3 Yahoo! Deutschland 30,6 15,2 999 66 4 MSN.de 27,3 13,6 572 42 5 GMX 25,8 12,8 2.140 167 6 VZ Netzwerke 25,7 12,7 9.726 763 7 gutefrage.net 24,8 12,3 55 5 8 CHIP Online 24,5 12,2 292 24 9 Windows Live 23,1 11,5 598 52 10 BILD.de 22,2 11,0 1.597 145 11 SPIEGEL ONLINE 18,9 9,4 635 68 12 RTL.de 18,6 9,2 390 42 13 N24.de 17,9 8,9 55 6 14 MyVideo 17,4 8,6 225 26 15 Ciao.de 17,2 8,6 36 4 16 wer-kennt-wen.de 16,7 8,3 4.974 601 17 ProSieben.de 16,6 8,3 284 34 18 StayFriends 16,2 8,1 302 38 19 DasTelefonbuch.de 15,9 7,9 88 11 20 wetter.com 15,6 7,7 164 21 * Timeframe: Average month in Q1 2010 Base: 101.652 unweighted cases (=49,68 m German speaking Onliners in the last 3 months 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 6

Website-Ranking Q1 2010: Net reach Ø week T-Online before Web.de and the VZ network Net reach Unique User Exposures Ø 2010-I Angebot in % in m in m Exposures 1 T-Online 30,1 14,9 959 64 2 WEB.DE 20,3 10,1 655 65 3 VZ Netzwerke 16,9 8,4 2.269 271 4 MSN.de 15,4 7,7 134 17 5 GMX 14,4 7,1 499 70 6 Yahoo! Deutschland 13,9 6,9 233 34 7 Windows Live 13,7 6,8 140 21 8 BILD.de 10,0 5,0 373 75 9 wer-kennt-wen.de 9,8 4,9 1.161 239 10 CHIP Online 8,9 4,4 68 15 11 ProSieben.de 8,8 4,4 66 15 12 SPIEGEL ONLINE 8,6 4,3 148 35 13 gutefrage.net 8,3 4,1 13 3 14 RTL.de 7,4 3,7 91 25 15 wetter.com 6,6 3,3 38 12 16 StayFriends 6,4 3,2 71 22 17 MyVideo 6,3 3,2 53 17 18 AOL 6,0 3,0 98 33 19 MySpace.de 5,8 2,9 127 44 20 mobile.de 5,7 2,8 294 104 * Timeframe: Average week in Q1 2010 Base: 101.652 unweighted cases (=49,68 m German speaking Onliners in the last 3 months 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 7

Over 49 million onliners in Germany! 70,50 m German speaking population 14 years and older Use the Internet 50,73 m (72%) Have used the internet 49,68 m in the last 3 months (70%) Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 8

Virtually everyone in the younger demographics is online! Online use (last 3 months) by age and gender Figures in % 100 95 97 94 94 91 90 88 86 80 80 75 70 63 58 60 Female 50 40 37 Male 28 30 20 12 10 0 14 - 19 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 years years years years years years years and older Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 9

Only the target groups 60 years and older remain to use the internet below average Index Online use (last 3 months) by age and gender Index 100 = German speaking population 14 years and older In % Male 109 54 Female 92 46 14 - 19 years 137 11 20 - 29 years 133 19 30 - 39 years 127 19 40 - 49 years 118 23 50 - 59 years 98 15 60 - 69 years 67 9 70 years and older 26 4 20 40 60 80 100 120 140 160 Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 10

Above average internet use in higher income households or with higher education Index Online use (last 3 months) by net household income and education Index 100 = German speaking population 14 years and older In % Under 1.000 EUR 96 16 1.000 to 2.000 EUR 89 29 2.000 to 3.000 EUR 100 25 3.000 to 4.000 EUR 114 15 4.000 EUR or more 122 14 None or Secondary Modern/ Primary School 77 34 Secondary Schools 112 32 (Specialized) A-Levels 128 15 University degree 123 19 40 60 80 100 120 140 Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 11

The majority of online users are male and younger than 50 Gender and age of online users Figures in m / % 1,89 5,37 14 - 19 years 4,36 4% 9% 11% 20 - 29 years Male 7,66 9,58 30 - 39 years 23,02 15% 19% 46% 26,66 40 - 49 years 54% 50 - 59 years 11,41 9,41 60 - 69 years Female 23% 19% 70 years and older Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 12

Two thirds of the online users are employed and have at minimum completed continued education Education and occupation of online users Figures in m / % 1,86 3,92 9,35 4% None 7,79 In education 8% 19% 5,32 15% 11% 15,06 Secondary Modern/ 30% Primary School Employed 7,61 Secondary Schools 15% Retired/ Pensioner (Specialized) A- Levels 15,79 32,65 Unemployed 32% University degree 66% Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 13

38% of the onliners have a personal income higher than 2.000 Euro Own income and net household income of online users Figures in m / % 4,99 10% 7,65 7,79 2,25 Under 1.000 EUR 14,58 18% 15% 5% 2,64 29% 1.000 to 2.000 EUR 5% 2.000 to 3.000 EUR 7,85 16% 3.000 to 4000 EUR 12,49 29% 14,57 4.000 EUR and more 34% 17,38 35% n/a / no income Personal income Net household income Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 14

Onliners listen to more music and do more sport, but use less classic media Leisure activities and media use (at least weekly) Figures in % TV 83 90 Listen to the radio 76 74 Read newspapers 71 82 Listen to music 50 23 Fitness, sport 47 Onliners 36 Read books 43 36 Read magazines 28 Offliners 37 Handcraft, DIY, sewing, knitting 18 23 Watch DVDs / videos 12 6 Going out 10 5 0 20 40 60 80 100 Base: Offliners: 11.263 unweighted cases (19,77 m German speaking population 14 years and older, that doesn‘t use the internet; Onliners: 102.244 unweighted cases (=50,73 m German speaking population 14 years and older, that has used the Internet in the last 12 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 15

The internet is used predominantly at home 17% already use the internet on the road Place of use (at least occasionally) Figures in % At home 94 At work 32 At friends / family 29 Mobile / out of home 17 In public places 8 At school / university 8 0 10 20 30 40 50 60 70 80 90 100 Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 16

71% of the onliners have a DSL connection at home Online access at home Figures in % DSL 71 ISDN 17 Analog modem 12 Other / don't know 11 0 10 20 30 40 50 60 70 80 Base: 95.527 unweighted cases (=50,73 m German speaking population 14 years and older, that has used the internet at home at least occasionally in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 17

E-Mail, search engines, news and online shopping are the most popular online services Information sources used online (at least occasionally) Figures in % E-Mail 88 Messenger 37 Search engines 83 Food and beverage 34 Global news 65 TV listings 31 Online shopping 64 Family and kids 27 Weather 61 Job listings 24 Regional / local news 58 Celebrities 20 Online banking 55 Flirting, Dating 20 Chats and forums 40 Fitness, Wellness 19 Movies, cinema 40 Property listings 18 Product reviews 39 Blogs 16 Sports news / results 38 Horoscopes 10 0 20 40 60 80 100 0 20 40 60 80 100 Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 18

Books, vacations and tickets are the most searched items on the internet Top-20 searched for products online Figures in % Books 59 Computer hardware 40 Vacations 57 Movies on DVD 39 Tickets 55 Shoes 39 Hotels 50 Womens clothing 37 CDs 47 Health products, medicine 36 Train tickets 45 Sports equipment 36 Furniture 45 Mobile plans 35 Flight tickets 45 Mens clothing 35 Telecommunication 42 Used cars 35 products Digital cameras 40 Toys 35 0 20 40 60 80 0 20 40 60 80 Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 19

Books, tickets and CDs are most purchased goods Top-20 purchased products online Figures in % Books 41 Computer-Hardware 20 Tickets 34 Bahntickets 20 CDs 26 Schuhe 20 Gesundheitsprodukte oder Hotels 26 17 Medikamente Computer-Software ohne Womens clothing 24 16 Games Vacations 24 Möbel, Wohnungseinrichtung 16 Flight tickets 24 Sportartikel, Sportgeräte 15 Toys 22 Telekommunikationsprodukte 14 Mens clothing 22 Computer- und Videogames 13 Movies on DVD 20 Musik- und Filmdownloads 12 0 20 40 60 0 20 40 60 Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet in the last 3 months) Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning 20

AGOF internet facts 2010-I english version

by Plan.Net on Jun 24, 2010

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