AGOFinternet facts2010-IIIDecember 16, 2010                    1
Profile AGOF internet facts 2010-III Universe:                      70,51 m (German speaking population                  ...
New websites in internet facts 2010-III   90elf. Dein Fußball-Radio          Lisa-Freundeskreis   babycenter.de        ...
Website-Ranking Q3 2010: Net reach Ø monthNews.de enters the Top-20    2010   2010                          Net reach     ...
Top-20 Social PlatformsMeinVZ takes first place with 9,65m Unique Users    2010   2010                          Net reach ...
Over 50 million onliners in Germany                     70,51 m German                   speaking population              ...
Internet penetration in Germany is at 73%Onliners (last 12 months)Figures in %80                                          ...
Virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in % 100      9...
Steady increase in online use in age groups 50years and older in the past two yearsOnline use (last 3 months) by age over ...
Only the target groups 60 years and older remain touse the Internet below averageIndex Online use (last 3 months) by age a...
Above average Internet use in higher incomehouseholds or with higher educationIndex Online use (last 3 months) by net hous...
The majority of online users are male and youngerthan 50Gender and age of OnlinersFigures in m / %                        ...
Two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of on...
54% of the onliners have a net household income ofmore than 2.000 EuroOwn income and net household income of onlinersFigur...
The Internet is used predominantly at home - 20% ofOnliners use the Internet on the road via laptop / mobilephonePlace of ...
80 Prozent of the onliners in Germany access theInternet via broadbandOnline access at home (multiple choice)Figures in % ...
Share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2010Figures in %...
E-Mail, search engines, weather and news arethe most popular online servicesInformation sources used online (at least occa...
Books, vacations and tickets are the most searcheditems on the InternetTop-20 searched for products onlineFigures in %    ...
Books, tickets and CDs are most frequentlypurchased goodsTop-20 purchased products onlineFigures in %                     ...
PLAN.NET Agency Groupfor Digital CommunicationGmbH & Co.KGHouse of Communication80250 Munich, GermanyTel:      +49 89 2050...
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AGOF internet facts 2010-III english version

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Summary of the main results of the German online study "internet facts" 2010-III

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AGOF internet facts 2010-III english version

  1. 1. AGOFinternet facts2010-IIIDecember 16, 2010 1
  2. 2. Profile AGOF internet facts 2010-III Universe: 70,51 m (German speaking population in Germany 14 years and older) Sample: 102.517 unweighted cases (101.172 onliners) Time frame: July – September 2010 Reported Websites: 694 Reported placement units: 3.692 Reported product categories: 59 2
  3. 3. New websites in internet facts 2010-III 90elf. Dein Fußball-Radio  Lisa-Freundeskreis babycenter.de  Main-Netz boersennews.de  myimmo.de CHECK24  N-LAND.DE dailydose.de  Nachtagenten Das Vierte  netzathleten DEL - Deutsche Eishockey Liga  Radio Gütersloh e-Hausaufgaben.de  Radio Rur Schülercommunity  RYANAIR Entertainweb  sbroker finanzhorizonte  sport.de fotomagazin.de  Starflash.de InStyle  Tageblatt für den Kreis Steinfurt Legal Tribune ONLINE  Wetter24.de leichtathletik.de  Worlds of Food 3
  4. 4. Website-Ranking Q3 2010: Net reach Ø monthNews.de enters the Top-20 2010 2010 Net reach Unique User Difference in UU Impressions Ø Website III II in % in m to 2010-II in m Impressions 1 1 T-Online 52,2 26,46 +0,07 2868 108 2 2 eBay.de 46,1 23,34 +0,81 4280 183 3 3 WEB.DE 34,8 17,64 +0,26 2554 145 4 4 Yahoo! Deutschland 30,1 15,26 -0,10 1054 69 5 6 MSN 26,7 13,54 -0,05 501 37 6 8 gutefrage.net 26,1 13,23 +0,73 67 5 7 5 VZ Netzwerke 25,8 13,07 -0,58 8975 687 8 7 GMX 25,7 13,04 +0,13 2023 155 9 9 BILD.de 23,5 11,91 +0,07 1806 152 10 10 Windows Live 22,3 11,28 -0,36 644 57 11 11 CHIP Online 21,9 11,09 +0,24 259 23 12 14 wetter.com 21,4 10,85 +1,15 238 22 13 12 RTL.de 20,3 10,29 +0,17 342 33 14 13 SPIEGEL ONLINE 18,4 9,35 -0,40 652 70 15 16 N24.de 17,9 9,08 +0,59 47 5 16 15 MyVideo 16,9 8,58 -0,32 174 20 17 29 News.de 15,4 7,81 +1,40 20 3 18 17 ProSieben.de 15,0 7,61 -0,62 230 30 19 24 DasÖrtliche 14,8 7,50 +0,34 65 9 20 22 mobile.de 14,8 7,50 +0,22 1050 140*Base: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older)Time frame: Ø month in Q3 2010 (July - September)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 4
  5. 5. Top-20 Social PlatformsMeinVZ takes first place with 9,65m Unique Users 2010 2010 Net reach Unique User Difference in UU Impressions Ø Website III II in % in m to 2010-II in m Impressions 1 7 meinVZ 19,0 9,65 +3,49 2631 273 2 1 MyVideo 16,9 8,58 -0,32 174 20 3 2 Ciao 14,5 7,36 -0,15 29 4 4 3 wer-kennt-wen.de 14,5 7,33 -0,16 4014 548 5 4 Myspace.de 13,6 6,87 -0,40 368 54 6 5 studiVZ 13,1 6,63 -0,48 2300 347 7 6 StayFriends.de 11,1 5,65 -0,98 225 40 8 8 schülerVZ 11,1 5,62 -0,49 3531 628 9 9 Glam 8,0 4,07 +0,64 31 8 10 10 motor-talk.de 6,4 3,25 +0,13 37 11 11 11 Clipfish.de 4,7 2,40 -0,38 43 18 12 12 Lokalisten 4,4 2,23 -0,23 618 277 13 13 Flickr Deutschland 4,4 2,22 -0,11 83 37 14 14 transfermarkt.de 4,2 2,14 +0,10 154 72 15 17 KWICK! 3,9 1,96 +0,41 855 436 16 15 Lastfm.de 3,8 1,94 -0,08 45 23 17 16 sevenload 2,9 1,45 -0,22 11 8 18 19 Knuddels.de 2,3 1,17 -0,04 98 84 19 18 Netlog Deutschland 1,9 0,98 -0,25 109 111 20 20 Schueler.CC 1,6 0,80 -0,16 691 859*Base: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older)Time frame: Ø month in Q3 2010 (July - September)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 5
  6. 6. Over 50 million onliners in Germany 70,51 m German speaking population 14 years and older Use the Internet 51,78 m (73%) Have used the Internet 50,67 m in the last 3 months (72%)Base: 112.517 unweighted cases (=70,51 m German speaking population 14 years and older)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 6
  7. 7. Internet penetration in Germany is at 73%Onliners (last 12 months)Figures in %80 73 72 72 69 6970 67 67 66 66 65 64 64 63 61 61 58 58 58 57 57 5760 57 56 55 55 55 55 54 53 52 52 51 50 50 4750 44 42 4040 36 31 2830 25 2120 16 15 14 1310 0 I II III IV I II III IV I II III IV I II III IV I II III IV I II III IV I* II III IV I II III IV I II III IV I II III IV I II III IV I II III 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*No released data for 2005-I: average value for 2004-IV and 2005-IIBase: 1999-2009: German population 14 years and older; since 2010: German speaking population 14 years and olderSource: 1999-2004: @facts SevenOne Interactive / forsa. / since 2005: AGOF Internet facts 2005-II - 2010-III / Plan.Net Strategic Planning 7
  8. 8. Virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in % 100 96 97 93 94 93 90 90 87 82 80 77 70 65 60 60 Men 50 41 40 30 30 Women 20 13 10 0 14-19 20-29 30-39 40-49 50-59 60-69 70 years years years years years years years and olderBase: 112.517 unweighted cases (=70,51 m German speaking population 14 years and older)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 8
  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 97 94 14 - 19 years 90 91 91 85 85 20 - 29 years 80 77 71 70 30 - 39 years 66 60 40 - 49 years 50 50 50 50 - 59 years 40 30 60 - 69 years 27 20 20 70 years and older 10 9 0 2005-III 2006-III 2007-III 2008-III 2009-III 2010-IIIBase: 2005-III-2009-III: German population 14 years and older; since 2010-III: German speaking population 14 years and olderSource: AGOF Internet facts 2005-II - 2010-III / Plan.Net Strategic Planning 9
  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 14 years and older In % Men 108 78 Women 92 66 14 - 19 years 134 97 20 - 29 years 131 94 30 - 39 years 127 91 40 - 49 years 118 85 50 - 59 years 99 71 60 - 69 years 70 50 70 years and older 28 20 20 40 60 80 100 120 140Base: 112.517 unweighted cases (=70,51 m German speaking population 14 years and older)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 10
  11. 11. Above average Internet use in higher incomehouseholds or with higher educationIndex Online use (last 3 months) by net household income and educationIndex 100 = German speaking population 14 years and older In % Under 1.000 EUR 98 71 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 99 71 3.000 - 4.000 EUR 112 80 4.000 EUR or more 120 86 None or Secondary Modern / Primary School 78 56 Secondary Schools 112 80 (Specialized) A-Levels 126 91 University Degree 122 88 20 40 60 80 100 120 140 160Base: 112.517 unweighted cases (=70,51 m German speaking population 14 years and older)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 11
  12. 12. The majority of online users are male and youngerthan 50Gender and age of OnlinersFigures in m / % 2,08 5,32 14-19 years 4,64 4% 10% 9% 20-29 years Male 9,48 7,9 30-39 years 23,77 16% 19% 47% 26,90 40-49 years 53% 50-59 years 11,66 9,59 60-69 years Female 23% 19% 70 years and olderBase: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older )Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 12
  13. 13. Two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,90 4,66 9,28 4% 7,79 In education None 9% 18% 15% 5,18 10% 15,7 Secondary Modern / 31% Primary School Employed 7,63 15% Secondary Schools Retired / Pensioner (Specialized) A- Levels 16,16 33,10 Not employed 32% University Degree 66%Base: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older )Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 13
  14. 14. 54% of the onliners have a net household income ofmore than 2.000 EuroOwn income and net household income of onlinersFigures in m / % 4,69 7,19 7,79 2,54 9% Under 1.000 EUR 14% 15% 5% 15,70 2,61 5% 31% 1.000 - 2.000 EUR 7,5 2.000 - 3.000 EUR 15% 7,93 16% 3.000 - 4.000 EUR 14,61 29% 4.000 EUR or more 12,59 17,21 25% 34% n/a / no own income Personal income Net household incomeBase: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older )Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 14
  15. 15. The Internet is used predominantly at home - 20% ofOnliners use the Internet on the road via laptop / mobilephonePlace of use (at least occasionally)Figures in % 94 At home 94 31 At work 32 29 At friends / family 29 2010-III 2010-I 20 Mobile / out of home 17 7 At school / university 8 9 In public places 8 0 20 40 60 80 100Base: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older )Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 15
  16. 16. 80 Prozent of the onliners in Germany access theInternet via broadbandOnline access at home (multiple choice)Figures in % Broadband 80 DSL 69 Other broadband 13 connection (cable, 3G) Narrowband 26 ISDN 16 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 95.654 unweighted cases (=47,80 m German speaking onliners in Germany in the last 3 months at home 14 years and older)Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 16
  17. 17. Share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2010Figures in % 90 79 80 80 76 76 77 77 73 73 74 73 70 65 65 61 61 60 50 40 30 20 10 0 2007-I 2007-II 2007-III 2007-IV 2008-I 2008-II 2008-III 2008-IV 2009-I 2009-II 2009-III 2009-IV 2010-I 2010-IIBase: 2007-2009: German Onliners (last 3 months) at home; since 2010: German speaking onliners (last 3 months) 14 years and older)Source: AGOF internet facts 2007-I – 2010-III / Plan.Net Strategic Planning 17
  18. 18. E-Mail, search engines, weather and news arethe most popular online servicesInformation sources used online (at least occasionally)Figures in % E-Mail 88 Messenger 35 88 37 Search engines 82 Food and beverage 32 83 34 Weather 66 TV listings 28 61 31 Global news 65 Family and kids 27 65 27 Online shopping 65 Job listings 25 64 24 2010-III Regional / local news 58 Property / real estate listings 19 58 18 2010-I Online banking 56 Celebrities 18 55 20 Chats and forums 39 Flirting, Dating 18 40 20 Sports news / results 38 Fitness, Wellness 18 38 19 Product reviews 39 Blogs 15 39 16 Movies, cinema 36 Horoscopes 9 40 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.172 unweighted cases (=50,67 m German speaking onliners in Germany in the last 3 months 14 years and older )Source: AGOF internet facts 2010-III / Plan.Net Strategic Planning 18
  19. 19. Books, vacations and tickets are the most searcheditems on the InternetTop-20 searched for products onlineFigures in % Books 59 39 59 Computer hardware 40 Vacations 56 38 57 Womens clothing 40 Tickets 54 55 Mens clothing 37 37 Hotels 49 50 36 Health products, medicine 35 CDs 46 47 35 2010-II Sports equipment 45 36 2010-I Furniture 45 Mobile plans 35 44 36 Flight tickets 45 Toys 35 Train tickets 44 35 45 Telecommunication Used cars 35 42 35 products 42 40 34 Shoes 39 35 0 20 40 60 80 0 20 40 60 80Base: 101.170 unweighted cases (=49,68 m Onliners in the last 3 months among the German speaking population in Germany 14 yearsand older) Source: AGOF internet facts 2010-II / Plan.Net Strategic Planning 19
  20. 20. Books, tickets and CDs are most frequentlypurchased goodsTop-20 purchased products onlineFigures in % Books 42 Train tickets 20 41 20 Tickets 34 Computer hardware 19 34 20 CDs 25 Health products, medicine 19 26 20 Womens clothing 25 Computer software (no games) 17 24 17 Hotels 25 Furniture 16 26 16 2010-III 24 16 2010-I Vacations Sports equipment 16 24 Flight tickets 24 Telecommunication products 16 24 15 Toys 22 Computer- / Videogames 14 22 14 Mens clothing 22 Music / movie downloads 13 22 13 Shoes 21 13 20 12 0 20 40 60 0 20 40 60Base: 101.170 unweighted cases (=49,68 m Onliners in the last 3 months among the German speaking population 14 years and older)Source: AGOF internet facts 2010-II / Plan.Net Strategic Planning 20
  21. 21. PLAN.NET Agency Groupfor Digital CommunicationGmbH & Co.KGHouse of Communication80250 Munich, GermanyTel: +49 89 2050 20E-Mail: info@plan-net.deWeb: www.plan-net.deFacebook: facebook.com/PlanNetTwitter: @plannet 21
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