AGOF internet facts 2011-02 english version

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Summary of the main results of the German online study "internet facts" 2011-02

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AGOF internet facts 2011-02 english version

  1. 1. agof internet facts 2011-02plan.net group for digital communication26.05.2011 1
  2. 2. profile agof internet facts 2011-02 Universe: 70,51 m (German speaking population in Germany 14 years and older) Sample: 112.450 unweighted cases (101.105 onliners) Time frame: February 2011 Reported websites: 717 Reported placement units: 3.781 Reported product categories: 59
  3. 3. website-ranking february 2011: net reach Ø monthwindows live gains over 1 million unique users 2011 2011 Net reach Unique User Difference in Difference in Ø Website Contacts in m 01 02 in % in m UU to 2011-01 UU to 2010-02 contacts 1 1 T-Online 50,5 25,58 -0,25 -1,11 3.488 136 2 2 eBay.de 46,6 23,59 -0,73 - 4.923 209 3 3 WEB.DE 33,4 16,90 -0,60 +0,05 2.590 153 4 4 gutefrage.net 30,2 15,31 -1,03 +3,28 75 5 5 5 Yahoo! Deutschland 27,3 13,81 -1,01 -1,15 988 72 6 6 GMX 25,7 13,03 -0,59 +0,60 2.025 156 7 7 BILD.de 25,0 12,69 -0,77 +2,01 1.833 145 8 8 MSN 24,7 12,51 -0,90 -0,57 453 36 9 9 CHIP Online 23,5 11,91 -1,22 +0,28 281 24 10 10 VZ Netzwerke 21,3 10,80 -0,82 -1,73 4.797 444 12 11 SPIEGEL ONLINE 20,2 10,21 -0,01 +1,05 672 66 15 12 Windows Live 20,1 10,21 +1,02 -0,90 620 61 11 13 N24.de 18,8 9,54 -0,69 +0,99 50 5 13 14 RTL.de 17,5 8,89 -0,89 +0,24 271 31 14 15 MyVideo 16,3 8,24 -1,24 +0,03 144 18 16 16 ProSieben.de 16,0 8,12 -0,32 +0,34 231 29 17 17 meinestadt.de 15,5 7,84 -0,50 +1,11 202 26 19 18 FOCUS Online 15,4 7,82 -0,16 +0,46 145 19 20 19 DasÖrtliche 15,2 7,70 -0,14 +0,47 59 8 22 20 mobile.de 14,8 7,51 -0,17 +0,93 1.048 140Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: February 2011Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 3
  4. 4. shorter month affects net reach of top 10 portalsTop-10 platforms by net reach over timeFigures in m Unique User / month302826 25,5824 23,5922 T-Online20 eBay.de18 WEB.DE 16,90 gutefrage.net16 Yahoo! 15,31 GMX14 13,81 BILD.de 13,03 12,69 MSN12 12,51 11,91 CHIP Online 10,80 VZ Netzwerke10 10-01 10-02 10-03 10-04 10-05 10-06 10-07 10-08 10-09 10-10 10-11 10-12 11-01 11-02Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: February 2011Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 4
  5. 5. weather sites show saisonality effects – wetter.comwith over 6.9 m unique users in februaryTop-5 weather platforms by net reach over timeFigures in m Unique User / month141210 8 6,92 6 4 4,12 3,03 2 0,32 0 0,24 10-01 10-02 10-03 10-04 10-05 10-06 10-07 10-08 10-09 10-10 10-11 10-12 11-01 11-02Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: February 2011Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 5
  6. 6. publisher ranking february 2011interactivemedia back at the top 2011 2011 Net reach Unique User Difference in Contacts Ø Publisher 01 02 in % In m UU to 2011-01 in m contacts 2 1 InteractiveMedia 59,4 30,07 -0,52 4.140 138 1 2 TomorrowFocus 58,6 29,71 -1,07 1.724 58 3 3 IP Deutschland 51,3 25,99 -0,98 3.998 154 4 4 SevenOne Media 51,2 25,94 -0,93 1.030 40 5 5 United Internet Media 50,0 25,36 -0,93 4.770 188 6 6 eBay Advertising 49,5 25,08 -0,67 5.971 238 7 7 Axel Springer 44,6 22,61 -1,42 2.362 105 9 8 Yahoo! Deutschland 43,9 22,24 -0,81 1.673 75 8 9 Ströer Interactive 43,4 21,98 -1,30 1.083 49 10 10 OMS 38,5 19,50 -0,74 938 48 11 11 G+J EMS 37,6 19,05 -1,10 1.043 55 12 12 Microsoft Advertising 37,6 19,04 -0,77 1.094 57 13 13 ad pepper media 36,1 18,32 -0,50 259 14 14 14 iq digital 34,0 17,22 -0,69 4.987 290 15 15 freeXmedia 32,9 16,65 -1,15 1.436 86 16 16 Unister Media 32,3 16,38 -0,48 181 11 17 17 Hi-media Deutschland 29,7 15,04 -0,92 449 30 18 18 SPIEGEL QC 28,1 14,22 -0,25 878 62 19 19 Glam Media 21,4 10,86 -0,46 116 11 20 20 Quarter Media 15,1 7,66 -0,87 76 10Base: 101.105 unweighted cases (=50,67 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: February 2011Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 6
  7. 7. over 50 million onliners in germany 70,51 m German speaking population 14 years and older 51,78 m (73%) use the internet 50,67 m (72%) have used the internet in the last 3 monthsBase: 112.517 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2010-IV / Plan.Net Strategic Planning 7
  8. 8. internet penetration in germany is at 73%Onliners (last 12 months)Figures in %80 73 7370 68 65 6260 57 58 55 50 5250 404030 2620 1510 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Base: 1999-2009: German population 14 years and older; since 2010: German speaking population 14 years and older1999-2000: Average values for each quarter per year; since 2011: average values for each month per yearSource: 1999-2004: @facts SevenOne Interactive / forsa. / since 2005: AGOF Internet facts 2005-II – 2011-02 / Plan.Net Strategic Planning 8
  9. 9. 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 50 41 40 30 30 20 13 Men 10 Women 0 14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and olderBase: 112.517 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 9
  10. 10. steady increase in online use in age groups 50 yearsand older in the past two yearsOnline use (last 3 months) by age over timeFigures in %100 97 92 94 90 91 86 85 80 77 70 71 66 60 50 50 14 - 19 years 50 20 - 29 years 40 30 - 39 years 30 40 - 49 years 27 20 20 50 - 59 years 60 - 69 years 10 9 70 years and 0 older 2006-I 2007-I 2008-I 2009-I 2010-I 2011-01Base: 2006-I-2009-I: German population 14 years and older; since 2010-I: German speaking population in Germany 14 years and olderSource: AGOF internet facts 2005-IV – 2011-02 / Plan.Net Strategic Planning 10
  11. 11. 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 in Germany 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 0 20 40 60 80 100 120 140Base: 112.450 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 11
  12. 12. above average internet use amongst demographicswith higher incomes and 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 96 69 1.000 - 2.000 EUR 90 65 2.000 - 3.000 EUR 100 72 3.000 - 4.000 EUR 113 81 4.000 EUR or more 119 86None or Secondary Modern / Primary School 78 56 Secondary Schools 112 80 (Specialized) A-Levels 126 91 University Degree 122 88 60 70 80 90 100 110 120 130 140Base: 112.450 unweighted cases (=70,51 m German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 12
  13. 13. the majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,06 5,33 4,63 4% 10% 9% 7,88 9,51 16% 19% 23,75 26,92 47% 53% 11,66 9,61 23% 19% 14-19 years 20-29 years Male 30-39 years 40-49 years 50-59 years 60-69 years Female 70 years and olderBase: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 13
  14. 14. two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,90 4,44 9,30 4% 7,76 9% 18% 15% 5,36 11% 15,67 31% 7,64 15% 16,17 33,12 32% 65% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 14
  15. 15. 55% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,33 6,81 8,06 2,30 9% 14,79 13% 16% 5% 2,70 29% 5% 7,77 15% 8,13 16% 15,10 30% 12,92 18,41 26% 36% Personal income Net household income Under 1.000 EUR 1.000 - 2.000 EUR 2.000 - 3.000 EUR 3.000 - 4.000 EUR 4.000 EUR or more n/a / no personal incomeBase: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 15
  16. 16. the internet is used predominantly at home –22% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 95 At home 94 32 At work 32 28 At friends / relatives, elsewhere 29 22 On the road 17 8 In public places 8 Feb. 2011 8 At school, university 8 Feb. 2010 0 10 20 30 40 50 60 70 80 90 100Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 16
  17. 17. 80% of the onliners in germany access the internetvia broadbandOnline access at home (multiple choice)Figures in % Broadband 80 DSL 70 Other broadband connection (cable, 3G) 14 Narrowband 26 ISDN 16 Analog modem 12 0 10 20 30 40 50 60 70 80 90Base: 96.388 unweighted cases (=48,69 m onliners in the last 3 months at home in the German speaking population in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 17
  18. 18. share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %90 79 80 80 80 8080 76 76 77 77 73 73 74 7370 65 65 61 61605040302010 0Base: Onliners (last 3 months) at home; 2007-2009: German population 14 years and older; since 2010: German speaking population 14 years and olderSource: AGOF internet facts 2007-I – 2011-02 / Plan.Net Strategic Planning 18
  19. 19. e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 88 Food and Beverages 34 88 34 Search Engines 84 Messenger 34 83 37 Online Shopping 68 TV Listings 31 64 31 Global News 67 Family and Kids 28 65 27 Weather 65 Job Portals 24 61 24 Regional, local news 61 Stars and Celebrities 19 58 20 Online-Banking 56 Real Estate Listings 18 55 18 Chats, Forums 41 Fitness and Wellness 17 40 19 Product Reviews 41 Flirting, Dating 17 39 20 Cinema 38 Blogs 16 40 Feb 11 16 Feb 11 Sports Results, News 38 Jan 10 Horoscopes 10 Feb 10 38 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 19
  20. 20. books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 59 Shoes 40 59 39 Vacations 56 Digital Cameras 39 57 40 Tickets 55 Computer-Hardware 38 55 40 Hotels 50 Womens Clothing 38 50 37 Music CDs 47 Health Products, Medicine 36 47 36 Furniture 45 Mens Clothing 36 45 35 Airline Tickets 44 Mobile Plans 35 45 35 Train Tickets 44 Toys 35 45 35 Telecommunication Products 42 Sports Equipment 35 42 36 Feb 11 Feb 11 DVDs, Videos 40 Computer-Software 34 39 Feb 10 35 Feb 10 0 20 40 60 80 0 20 40 60 80Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 20
  21. 21. books, tickets and cds are most frequentlypurchased goodsTop-20 purchased products onlineFigures in % Books 42 Shoes 21 41 20 Tickets 34 Train Tickets 20 34 20 Music CDs 26 Computer Hardware 20 26 20Womens Clothing 25 Health Products, Medicine 17 24 17 Hotels 25 Computer Software 16 26 16 Airline Tickets 24 Furniture 16 24 16 Vacations 24 Sports Equipment 16 24 15 Mens Clothing 22 Telecommunication Products 15 22 14 Toys 22 Computer- and Videogames 13 22 13 Feb 11 Feb 11 DVDs, Movies 21 Music, Movie Downloads 13 20 Feb 10 12 Feb 10 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.105 unweighted cases (=50,67 m German speaking onliners in the last 3 months in Germany 14 years and older)Source: AGOF internet facts 2011-02 / Plan.Net Strategic Planning 21
  22. 22. contact plan.net group for digital communication gmbh & co.kg House of Communication 80250 Munich, Germany Tel: +49 (0)89 2050 20 E-Mail: info@plan-net-group.com Web: www.plan-net-group.com Facebook: facebook.com/plannet Twitter: @plannet

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