AGOF internet facts 2009-IV english version

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Summary of the main results of the German online study "internet facts" 2009-IV

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AGOF internet facts 2009-IV english version

  1. 1. AGOF internet facts 2009-IV March 18, 2010 1
  2. 2. Profile AGOF internet facts 2009-IV  Population: 64.82 Mio. Germans age 14 and older  Sample: 116.438 unweighted cases (104.081 Onliners)  Timeframe: October to December 2009  Websites: 644  Placement Units: 3.316  Product Categories: 59 2
  3. 3. New websites in internet facts 2009-IV  4trips  moebel.de  Airline Direct  Newspoint.CC  apotheken-umschau.de  noows.de  ArtSchoolVets  Online-Translator.com  babyclub.de  praline INTERAKTIV  Billigflug  praline VIDEO  Cinefacts  PromiFlash.de  COUPE Videos  Schneehoehen.de  COUPE.de  SG Dynamo Dresden  DAZ Deutsche Apotheker Zeitung  Shopping.de  Dortmund Airport  sozene  Dülmener Zeitung  SPIELERKABINE.net  FASHION.DE  Testberichte.de  ferien.de  TokioHotel.com  germanblogs.de  tvister.de  gesundheit-heute  VIP.de  impulse.de  webmail.de  inside-digital.de  wiealt.de  inside-handy.de  winter-wonderland.de  inside-hotel.de  WUNDERWEIB.de  Marktplatz Mittelstand  XING  mediabiz.de  Yopi.de  Meedia  zehn.de  MERIAN.de 3
  4. 4. Publisher-Ranking Q4 2009 TomorrowFocus climbs to 2nd place Net reach Unique User Shift of UU to 09-III 09-IV Publisher in % in mil. 09-III in mil. 1 1 InteractiveMedia CCSP 55,7 24,23 +1,96 3 2 Tomorrow Focus 50,1 21,81 +1,88 2 3 United Internet Media 45,6 19,81 -0,36 4 4 SevenOne Media 42,4 18,43 -0,84 6 5 Ströer Interactive 36,4 15,83 +0,57 9 6 iq digital 35,9 15,61 +1,30 10 7 Axel Springer Media Impact 34,8 15,14 +1,50 7 8 Microsoft Advertising 34,3 14,91 +0,20 8 9 IP Deutschland 32,7 14,22 -0,17 5 10 AOL Media Netzwerk 32,7 14,21 -2,52 11 11 Yahoo! Deutschland 30,2 13,12 -0,33 13 12 ad pepper media 29,2 12,71 +0,02 16 13 G+J Electronic Media Sales 28,6 12,42 +0,54 12 14 Hi-media Deutschland 28,0 12,19 -1,17 15 15 OMS 26,9 11,69 -0,33 14 16 freeXmedia 24,3 10,56 -1,98 17 17 Spiegel QC 22,7 9,89 -0,13 18 18 Unister Media 16,0 6,95 +0,05 19 19 MySpace/Fox Interactive 11,0 4,79 -0,07 21 20 Quarter Media 10,1 4,37 +0,81 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) in an average month in Q4 2009) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 4
  5. 5. Top-20 websites by net reach in 2009-IV T-Online increases ist lead, StayFriends enters the Top-10 Net reach Unique User Contacts Ø Website in % in mil. in mil. Contacts T-Online 43,3 18,83 3.417,96 181,6 WEB.DE 29,6 12,86 2.635,68 204,9 Yahoo! Deutschland 23,1 10,04 1.025,70 102,1 GMX 19,6 8,50 2.004,77 235,8 MSN.de 19,3 8,41 559,00 66,5 CHIP Online 18,1 7,85 324,42 41,3 StayFriends 16,6 7,22 275,43 38,2 wer-kennt-wen.de 15,7 6,81 4.566,23 670,5 Windows Live 15,4 6,69 671,99 100,5 gutefrage.net 15,2 6,63 46,07 6,9 BILD.de 14,7 6,41 1.382,25 215,6 MyVideo 14,4 6,24 253,18 40,6 SPIEGEL ONLINE 13,0 5,67 528,14 93,2 Ciao.de 12,4 5,39 34,67 6,4 meinVZ 12,2 5,31 2.351,46 443,0 RTL.de 12,0 5,22 289,04 55,4 N24.de 11,8 5,12 49,74 9,7 DasÖrtliche 11,4 4,94 71,35 14,4 DasTelefonbuch.de 11,1 4,83 89,49 18,5 ProSieben.de 11,0 4,80 257,82 53,7 * Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) in an average month in Q4 2009) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 5
  6. 6. T-Online gains 1.2 million users, Windows Live enters Top-10, ProSieben.de drops to 16th place 09-III 09-IV Website Unique User Shift of UU to in mil. 09-III in mil. 1 1 T-Online 18,83 1,72 2 2 WEB.DE 12,86 -1,04 3 3 Yahoo! Deutschland 10,04 -0,29 4 4 GMX 8,50 -0,17 5 5 MSN.de 8,41 -0,17 6 6 CHIP Online 7,85 +1,00 13 7 StayFriends 7,22 +1,52 7 8 wer-kennt-wen.de 6,81 +0,06 8 9 Windows Live 6,69 +0,17 12 10 gutefrage.net 6,63 +0,88 9 11 BILD.de 6,41 +0,12 11 12 MyVideo 6,24 +0,44 14 13 SPIEGEL ONLINE 5,67 +0,02 18 14 Ciao.de 5,39 +0,17 20 15 meinVZ 5,31 +0,25 9 16 RTL.de 5,22 -1,27 19 17 N24.de 5,12 -0,07 26 18 DasÖrtliche 4,94 +0,51 22 19 DasTelefonbuch.de 4,83 -0,13 16 20 ProSieben.de 4,80 -0,50 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) in an average month in Q4 2009) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 6
  7. 7. Over 44 Million Germans use the Internet 64,82 mil. Germans 14 years and older Use the Internet 44,38 mil. (68,5%) Have used the Internet in 43,49 mil. the last 3 months (67,1%) Base: 116.438 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 7
  8. 8. Virtualy everyone in younger age groups is online! Online-use (last 3 months) according to age and gender Figures in % 100 96 97 93 95 91 90 86 84 80 78 72 70 59 60 Frauen 50 39 40 Männer 30 19 20 10 0 14-19 20-29 30-39 40-49 50-59 60+ Base: 116.438 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 8
  9. 9. Only the target group 60 years and older remains to use the internet below average Online-use (last 3 months) indicated according to gender and age Index 100 = Total Population Männer 110 111 Frauen 90 89 14 - 19 143 149 139 2009-IV 20 - 29 144 2008-IV 30 - 39 132 134 40 - 49 121 119 50 - 59 98 96 60+ 41 38 20 40 60 80 100 120 140 160 Base: 116.438 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 9
  10. 10. Above average internet use in higher income households or with higher education Online-use (last 3 months) indicated according to net household income and education Index 100 = Total Population under 1.000 EUR 93 93 1.000 to 2.000 EUR 86 85 2.000 to 3.000 EUR 102 102 3.000 EUR or more 122 124 2009-IV 2008-IV None or Secondary Modern/Primary School 75 74 Secondary Schools 113 113 (Specialised) A-levels 133 136 University degree 124 127 40 60 80 100 120 140 160 Base: 116.438 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 10
  11. 11. The majority of online users are male and younger than 50 Gender and age of Online-user Figures in mil. / % 14-19 5,21 4,95 12% 11% 20-29 Male 6,59 8,27 19,99 30-39 15% 19% 46% 23,50 40-49 54% 50-59 Female 10,14 8,33 24% 19% 60 years and older Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 11
  12. 12. Two thirds of the online users are employed and have at minimum completed continued education Eduation and Occupation Figures in mil. / % 1,86 No School Leaving 3,35 7,36 Certificate 7,00 In Education 4% 8% 17% 4,48 17% Secondary 10% 12,06 Modern/Primary 28% School Employed 5,3 Secondary Schools 12% (Specialised) A- Retired/Pensi levels oner 16,91 University degree 28,58 39% 66% Unemployed Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 12
  13. 13. Relatively balanced income structure among onliners Own income and net household income Datain mil. / % 4,60 6,65 11% 15% under 1.000 EUR 12,26 13 4,48 28% 10% 30% 1.000 to 2.000 EUR 2.000 to 3.000 6,88 EUR 12,74 16% 29% 3.000 EUR and more 11,11 15,27 No income 26% 35% Own Income Net household income Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 13
  14. 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 % 84 Television 91 77 Listening to Radio 76 71 Reading Newspapers 82 51 Listening to Music 23 47 Do excercise 36 Onliners 41 Reading Books 35 28 Offliners Reading Magazines 37 17 Handcraft, Housework, Sewing, Knitting 23 12 Watching DVDs/Videos 6 10 Going out 5 0 20 40 60 80 100 Base: 116.438 cases (=64,82 mil. Germans 14 years and older) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 14
  15. 15. The internet is used predominantly at home 16 % already are currently online out of home Place of use (at least occaisionally) Figures in % 94 At Home 94 32 At work 33 30 At friends/family 30 2009-IV 2008-IV 16 Mobile / out of home 13 9 In public places 9 8 In school/university 9 0 20 40 60 80 100 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 15
  16. 16. 70% of the Onliners have a DSL connection DSL penetration by quarter Figures in % 80 70 71 71 71 70 69 69 69 70 62 61 60 56 56 49 49 50 42 42 40 37 37 34 30 20 10 0 2005-II 2005-III 2005-IV 2006-I 2006-II 2006-III 2006-IV 2007-I 2007-II 2007-III 2007-IV 2008-I 2008-II 2008-III 2008-IV 2009-I 2009-II 2009-III 2009-IV Base: 98.179 cases (=41,04 mil. Onliners at home) Source: AGOF internet facts 2005-II - 2009-IV / Plan.Net Strategic Planning 16
  17. 17. Onliners use more weather services, product reviews and blogs Information sources used online (at least occaisionally) Figures in % E-Mail 88 Messenger 38 89 41 Search Engines 84 Food and Beverages 33 87 32 Online-Shopping 64 TV Listings 29 62 27 Global News 63 Family, Kids 28 63 31 Weather 58 Job Listings 24 44 20 2009-IV Regional / local News 57 Flirting, Dating 21 55 23 2008-IV Online-Banking 54 Celebrity News 20 53 20 Chats, Forums 42 Fitness, Wellness 19 42 21 Product Reviews 40 Property Listings 18 26 12 Cinema Reviews / Listings 40 Blogs 16 37 8 Sports News / Results 38 Horoscopes 11 39 7 0 20 40 60 80 100 0 20 40 60 80 100 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 17
  18. 18. Books, vacations and tickets are the most searched items on the internet Top-20 searched for products online Figures in % Books 58 Computer Hardware 40 55 39 Vacations 56 Movies on DVD 39 55 38 Tickets 55 Shoes 37 53 34 Hotels 50 DSL, Broadband 37 48 38 Music-CDs 48 Health products and medicine 37 46 34 2009-IV 46 36 2008-IV Train tickets Mobile plans 37 43 Furniture 45 Used Cars 36 43 37 Flight tickets 45 Womens Clothing 36 44 35 Telecommunication 43 36 Sports equipment 34 products 43 41 Computer Software (no 35 Digital cameras 41 33 Games) 0 20 40 60 80 0 20 40 60 80 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 18
  19. 19. Books, tickets and CDs are most purchased items online Top-20 purchased products online Figures in % Books 40 Movies on DVD 20 37 20 Tickets 33 Train tickets 19 32 18 Music CDs 25 Shoes 18 24 17 25 Computer Software (no 16 Hotels 23 15 Games) Womens Clothing 24 Health Products and Medicine 16 23 15 2009-IV 24 16 2008-IV Vacations Furniture 15 22 Flight tickets 23 Sports Equipment 15 22 14 Toys 22 Telecommunication products 14 21 14 Mens Clothing 20 Computer- / Videogames 13 20 13 Computer Hardware 20 DSL, Broadband 13 20 15 0 20 40 60 0 20 40 60 Base: 104.081 cases (=43,49 mil. Online users in the last 3 months) Source: AGOF internet facts 2009-IV / Plan.Net Strategic Planning 19
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