The German Online Market


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A presentation about the German Online Market, aimed at international media planners.

Published in: Business, Technology

The German Online Market

  1. 1. The German Market
  2. 2. We’re German!
  3. 3. <ul><li>Service: </li></ul><ul><li>Media Information (print & online) </li></ul><ul><li>Rankings </li></ul><ul><li>Plan Evaluations </li></ul><ul><li>Ad Spend Data </li></ul><ul><li>General Market Research </li></ul>
  4. 4. German Users
  5. 5. Internet – a mass medium 42.7m Germans use the internet ( 63.1% of the German population of 14 + years) Source: ARD-Online-Studie 1997; ARD/ZDF-Online-Studien 1998-2008
  6. 6. Users
  7. 7. Broadband 26.14 m Germans have a DSL connection at home Source: AGOF internet facts 2008-II, Basis: Onliner-WNK = 40,91 Mio.
  8. 8. 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
  9. 9. Users
  10. 10. Users
  11. 11. Users
  12. 12. 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?
  13. 13. Users Source: AGOF internet facts 2008-II Basis: Total = 64,87 Mio. German users have a broad spectrum of interests
  14. 14. 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
  15. 15. 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.
  16. 16. The German Ad Market
  17. 17. Europe
  18. 18. 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>
  19. 19. The German Media Mix Spend per medium in September 2008 Source: Nielsen Media Research GmbH
  20. 20. Online ad spend growth
  21. 21. 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
  22. 22. 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
  23. 23. 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)
  24. 24. German Websites Source: IVW 9/2008 Germany‘s largest websites
  25. 25. German Websites
  26. 26. German Websites Germany‘s largest news websites Quelle: IVW 9/2008
  27. 27. German Websites Germany‘s largest community websites Source: IVW 9/2008
  28. 28. German Websites Germany‘s largest business websites Quelle: IVW 9/2008
  29. 29. German Websites Germany‘s largest search engines Source: comscore 9/2008
  30. 30. German Websites Germany‘s largest portals Source: AGOF internet facts 2008-II Basis: Gesamt = 64,87 Mio.
  31. 31. We’re German! http://