AGOF internet facts 2011-08 english version

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Summary of the main results of the German online study "internet facts" 2011-08

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AGOF internet facts 2011-08 english version

  1. 1. agof internet facts 2011-08plan.net group for digital communication17.11.2011 2
  2. 2. website-ranking august: net reach Ø montht-online, telefonbuch and chefkoch gain reach –losses for gutefrage.net, chip online and n24.de2011- 2011- Net Reach unique user Difference in UU Difference in UU contacts Ø Website 07 08 in % in m. To 2011-07 to 2010-08 in m. contacts 1 1 T-Online 52,5 26,31 +0,49 -0,04 3.929 149 2 2 eBay.de 46,0 23,06 -0,25 -0,70 4.276 185 3 3 WEB.DE 33,0 16,55 -0,25 -1,23 2.477 150 4 4 gutefrage.net 28,0 14,03 -1,67 +0,61 72 5 6 5 Yahoo! Deutschland 27,9 14,01 -0,03 -1,28 938 67 8 6 wetter.com 26,4 13,22 -0,03 +1,46 263 20 7 7 GMX 25,7 12,89 -0,37 -0,25 2.064 160 5 8 CHIP Online 25,0 12,56 -1,81 +1,05 296 24 9 9 BILD.de 23,4 11,74 -0,69 +0,11 1.962 167 10 10 computerbild.de 23,1 11,58 +0,12 +4,75 201 17 11 11 RTL.de 22,5 11,27 +0,07 +0,76 287 25 12 12 MSN 21,6 10,85 -0,30 -2,71 446 41 13 13 SPIEGEL ONLINE 19,7 9,89 +0,11 +0,61 666 67 17 14 DasTelefonbuch.de 17,4 8,70 +0,63 +1,15 64 7 15 15 Windows Live 16,8 8,45 -0,04 -2,69 565 67 16 16 meinestadt.de 16,8 8,42 -0,01 +0,78 182 22 19 17 chefkoch.de 16,3 8,18 +0,26 +1,23 157 19 18 18 FOCUS Online 16,2 8,10 +0,04 +1,14 151 19 20 19 DasÖrtliche 15,9 7,99 +0,13 +0,34 60 8 14 20 N24.de 15,7 7,86 -1,23 -1,44 41 5 Top-3 Gains/Losses in net reachBase: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 3
  3. 3. computerbild.de consilidates its position amongsttop-10 sitesTop-10 platforms by net reach over timeFigures in m Unique User / month302826 26,3 T-Online24 23,1 eBay.de22 WEB.DE20 gutefrage.net18 16,6 Yahoo!16 Deutschland 14,0 GMX14 14,0 13,2 12,9 wetter.com12 12,6 11,7 11,3 BILD.de10 CHIP Online 8 6 computerbild.deBase: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 4
  4. 4. with more than 23 mio. unique users eBay is thelargest agof-counted e-commerce platform by farTop-10 Business- and Finance-sites by net reach over timeFigures in m Unique User / month3025 23,06201510 eBay.de Ciao Testberichte.de 5,19 5 4,57 Quoka.de 3,84 3,31 kaufDA 0 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 11-02 11-03 11-04 11-05 11-06 11-07 11-08Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 5
  5. 5. publisher ranking august 2011losses in net reach of chip.de also affect net reach oftomorrow focus – interactivemedia back as #1 publisher 2011 2011 Net reach Unique User Difference in UU Contacts Ø Publisher 06 07 in % in m to 2011-06 in m contacts 2 1 InteractiveMedia 61,5 30,9 +0,36 4.665 151 1 2 Tomorrow Focus Media 59,8 30,0 -1,43 1.688 56 5 3 United Internet Media 54,5 27,3 +1,92 4.811 176 3 4 IP Deutschland 53,2 26,7 0,09 2.940 110 4 5 SevenOne Media 51,9 26,0 -0,48 987 38 6 6 eBay Advertising Group 49,0 24,6 -0,24 5.333 217 7 7 Axel Springer Media Impact 47,3 23,7 -0,17 2.540 107 8 8 Ströer Interactive 45,4 22,8 -0,29 1.172 52 9 9 Yahoo! Deutschland 44,3 22,2 -0,20 1.611 73 10 10 OMS 40,1 20,1 +0,00 1.049 52 11 11 G+J Electronic Media Sales 39,1 19,6 +0,10 1.045 53 12 12 ad pepper media 38,0 19,1 +0,41 239 13 15 13 iq digital 33,7 16,9 +0,29 1.826 108 14 14 Microsoft Advertising 33,3 16,7 -0,14 1.029 62 13 15 freeXmedia 33,2 16,7 -0,32 1.523 92 16 16 SPIEGEL QC 27,8 13,9 +0,10 913 66 17 17 Hi-media Deutschland 26,1 13,1 -0,44 538 41 18 18 Unister Media 23,0 11,5 -0,57 184 16 19 19 Glam Media 19,9 10,0 -0,76 111 11 20 20 QUARTER MEDIA 15,4 7,7 -0,43 65 9 Top-3 Gains/Losses in net reachBase: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 6
  6. 6. over 51 million onliners in germany 70,33 m German speaking population 14 years and older 51,23 m (73%) use the internet 50,15 Mio. (71%) have used the internet in the last 3 monthsBase: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 7
  7. 7. 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 8
  8. 8. virtually everyone in the younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 97 98 93 95 94 91 90 87 84 80 76 70 66 58 60 50 42 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 9
  9. 9. 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 92 90 86 86 80 77 70 71 66 60 50 14 - 19 years 50 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 2007 2008 2009 2010 2011Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 10
  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 in Germany 14 years and older In % Men 107 77 Women 93 66 14 - 19 years 136 97 20 - 29 years 132 94 30 - 39 years 129 92 40 - 49 years 120 86 50 - 59 years 100 71 60 - 69 years 70 50 70 years and older 28 20 0 20 40 60 80 100 120 140Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 11
  11. 11. 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 in Germany 14 years and older In % Under 1.000 EUR 96 67 1.000 - 2.000 EUR 91 64 2.000 - 3.000 EUR 100 71 3.000 - 4.000 EUR 112 80 4.000 EUR or more 121 86None or Secondary Modern / Primary School 77 55 Secondary Schools 111 79 (Specialized) A-Levels 126 90 University Degree 122 87 60 70 80 90 100 110 120 130 140Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 12
  12. 12. the majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,22 5,10 4,55 5% 10% 9% 9,43 7,99 19% 26,49 16% 23,65 47% 53% 9,23 11,64 18% 23% 14-19 years 20-29 years Male 30-39 years 40-49 years 50-59 years 60-69 years Female 70 years and olderBase: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 13
  13. 13. two thirds of the online users are employed andhave at minimum completed continued educationEducation and occupation of onlinersFigures in m / % 1,92 4,73 7,59 9,45 4% 9% 15% 19% 4,93 10% 15,07 30% 7,74 15% 15,97 32,90 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 14
  14. 14. 56% of the onliners have a net household income ofmore than 2.000 euroOwn income and net household income of onlinersFigures in m / % 4,50 7,33 7,56 2,40 9% 14,03 15% 15% 5% 28% 2,49 5% 7,81 16% 8,35 17% 14,73 29% 12,72 18,38 25% 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: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 15
  15. 15. the internet is used predominantly at home –23% of onliners use the internet on the road vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 91 At home 94 31 At work 31 7 At school, university 7 9 On the road 9 23 In public places 20 2011-08 24 At friends / relatives, elsewhere 29 2010-08 0 10 20 30 40 50 60 70 80 90 100Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 16
  16. 16. 80% of the onliners in germany access the internetvia broadbandOnline access at home (multiple choice)Figures in % Broadband 80 DSL 67 Cable 9 Other broadband connection (cable, 3G) 7 Narrowband 25 ISDN 16 Analog modem 11 0 10 20 30 40 50 60 70 80 90*Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 17
  17. 17. share of broadband connections at home has grownconsiderably since 2007Broadband connections at home 2007-2011Figures in %90 79 80 80 80 80 80 8080 76 76 77 77 73 73 74 7370 65 65 61 61605040302010 0*Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 18
  18. 18. e-mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % E-Mails 86 Food and Beverages 36 88 32 Search Engines 82 TV Listings 32 82 28 Global News 70 Messenger 32 65 35 Weather 69 Family and Kids 27 66 27 Online Shopping 66 Job Portals 22 65 25 Regional, local news 61 Stars and Celebrities 20 58 19 Online-Banking 56 Fitness and Wellness 19 56 18 Chat, Forums 40 Real Estate Listings 18 39 19 Product Reviews 39 Blogs 17 39 15 Sports Results, News 38 Flirting, Dating 16 38 2011-08 18 2011-08 Cinema 38 2010-08 Horoscopes 10 2010-08 36 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 19
  19. 19. books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 42 Movies, Videos 22 42 21 Tickets 34 Train-Tickets 20 34 19 CDs 26 Computer-Hardware 20 25 19 Hotels 26 Health Products, Medicine 18 25 17 Womens Clothing 26 Furniture 17 25 16 25 Computer Software without 16 Vacations 24 16 Games Airline Tickets 25 Sports Equipment 16 24 16 Shoes 23 Mobile Plans 15 21 14 23 chargeable online Music and 14 Toys 22 13 2011-08 Movies 2011-08 Mens Clothing 23 2010-08 Computer- and Videogames 13 2010-08 22 13 0 20 40 60 80 0 20 40 60 80Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 20
  20. 20. books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 42 Movies 21 42 21 Tickets 35 Train Tickets 20 34 19 Hotels 26 Computer Hardware 20 25 19 CDs 26 Health Products, Medicine 18 25 17Womens Clothing 26 Furniture 16 25 16 Vacations 25 Computer Software 16 24 16 Airline Tickets 25 Sports Equipment 16 24 16 Shoes 23 Telecommunication Products 15 21 14 Toys 23 Music, Movie Downloads 14 22 13 2011-08 2011-08 Mens Clothing 23 Computer- and Videogames 13 22 2010-08 13 2010-08 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.207 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence 21
  21. 21. profile agof internet facts 2011-08 Universe: 70,33 m (German speaking population in Germany 14 years and older) Sample: 112.443 unweighted cases (101.207 onliners) Time frame: August 2011 Reported websites: 734 Reported placement units: 3.860 Reported product categories: 59
  22. 22. contact plan.net group for digital communication gmbh & co.kg House of Communication 80250 Munich, Germany Tel: +49 (0)89 2050 30 E-Mail: info@plan-net-group.com Web: www.plan-net-group.com Facebook: facebook.com/plannet Twitter: @plannet

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