Broadband 26.14 m Germans have a DSL connection at home Source: AGOF internet facts 2008-II, Basis: Onliner-WNK = 40,91 Mio.
Users Gender: Male Female Age Groups: 14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years or older Affinity Index Structure in % Source: AGOF internet facts 2008-II, TG: Onliner-WNK (Pot. 40,91 Mio.) Index vs. Total (Pot. 64,87 Mio.) There are proportionately more men online than women. 14-49 year olds use the internet more often than other age groups
Users <ul><ul><li>Mostly private mostly for work both equally solely private or </li></ul></ul><ul><ul><li> school or uni solely for work </li></ul></ul>When do Germans access the internet?
Users Source: AGOF internet facts 2008-II Basis: Total = 64,87 Mio. German users have a broad spectrum of interests
Users <ul><li>At home at work in school/uni public places on the go other </li></ul>Where do Germans access the internet? Messenger Chat Communities Children TV Guide Banking Shopping News Research Flirting Chat Messenger Communities Cinema TV Guide Messenger Chat Communities Children TV Guide
Users ECOMMERCE Internet usage has a great effect on shopping behaviour in Germany. Auction and price comparison websites are far more popular in Germany than the European average. 97.4% of all onliners have done product researche online. 85.5% of all onliners have purchased something online within the last year. The average German internet shopper spends approximately €521 and buys 10 items online in a six month period German e-shoppers buy far more books, electrical goods, theatre/cinema tickets and toys online than the average European country. Other popular purchases are lotto/competitions, clothing, betting, music, hardware, Film DVDs and downloads.
Measurement, Research and Tools <ul><li>IVW audit for PIs and Visits </li></ul><ul><li>Nielsen for ad spend data </li></ul><ul><li>AGOF Internet Facts quarterly market research study </li></ul><ul><li>ACTA study IT & Technology </li></ul><ul><li>Traditional print research ( AWA, MA, Outfit ) cross-tabbed with AGOF </li></ul>
The German Media Mix Spend per medium in September 2008 Source: Nielsen Media Research GmbH
Ad Spend in 2008 Online ad spend trend per month in ,000 Euros Source: Nielsen Media Research GmbH *) From January 2008: Integration of Mairdumont Media
In million Euros OVK Ad Stat 2004 - 2008 A strong and positive tendency for online Source: OVK, Nielsen Media Research [January 2008]. 555 Mio. 1.035 Mio. (+87%) 1.909 Mio. (+84%) 2.884 Mio. (+51%) 3.723 Mio. (+29%) Affiliate Networks Search Display Advertising
Users AD FORMATS In Germany the most liked Ad Format is the Medium Rectangle – MPU (39%) but it is closely followed by the Super Banner (34%). In Germany embedded ads that have minimal intrusion scored best for the Germans. Skyscrapers, banners, and video MPUs were the most acceptable. (‘Reconnect Europe’Orange Home UK plc & OMD Insight, July 2006)
German Websites Source: IVW 9/2008 Germany‘s largest websites