AGOF internet facts 2012-08 english version

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Summary of the main results of the German online study "internet facts" 2012-08

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AGOF internet facts 2012-08 english version

  1. 1. AGOF internet facts 2012-08plan.net group for digital communication18.10.2012 2
  2. 2. Website-ranking August 2012: net reach Ø monthSpiegel und Focus gain net reach2012- 2012- Reach Unique User Difference in Difference in Contacts Website Ø Contacts 07 08 in % in Mio. 2012-07 2011-08 in Mio. 1 1 T-Online 49,9 25,35 +0,50 -0,96 3.672 145 2 2 eBay.de 46,8 23,82 -0,20 +0,76 3.458 145 3 3 gutefrage.net 36,4 18,49 -0,41 +4,46 118 6 4 4 WEB.DE 30,4 15,43 -0,04 -1,12 2.239 145 6 5 Yahoo! Deutschland 25,9 13,16 -0,14 -0,85 747 57 7 6 BILD.de 25,4 12,89 +0,04 +1,15 2.109 164 5 7 wetter.com 24,9 12,67 -0,87 -0,55 243 19 8 8 CHIP Online 24,4 12,42 -0,31 -0,14 301 24 9 9 GMX 24,2 12,30 +0,07 -0,59 1.894 154 10 10 computerbild.de 22,5 11,42 -0,31 -0,16 179 16 12 11 SPIEGEL ONLINE 22,1 11,24 +0,55 +1,35 745 66 13 12 DasTelefonbuch.de 20,5 10,44 -0,07 +1,74 61 6 11 13 RTL.de 19,5 9,94 -1,09 -1,33 190 19 14 14 CHEFKOCH.de 18,2 9,24 -0,10 +1,06 184 20 16 15 FOCUS Online 18,0 9,15 +0,23 +1,05 188 21 15 16 meinestadt.de 17,4 8,86 -0,14 +0,44 183 21 18 17 Welt.de 17,0 8,67 +0,34 +1,92 176 20 17 18 DasÖrtliche 16,1 8,19 -0,41 +0,20 56 7 19 19 MSN 15,7 7,96 -0,30 -2,89 321 40 22 20 mobile.de 14,3 7,28 +0,06 -0,36 849 117 Top-3 Gains/Losses in net reachBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2012 / Source: AGOF internet facts 2012-08 / plan.net media intelligence 3
  3. 3. Top-10 platforms: T-Online and eBay on topTop-10 Newspaper-platforms by net reach over timeFigures in m Unique User / month2826 25,35 T-Online24 23,82 eBay.de22 gutefrage.net20 18,4918 WEB.DE16 15,43 Yahoo!14 13,16 Deutschland 12,89 BILD.de12 12,67 12,42 12,3010 11,42 wetter.com 8 CHIP Online 6 GMX 4 2 computerbild.de 0Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2011-01- 2012-08 / plan.net media intelligence 4
  4. 4. Bild.de, Welt.de and Süddeutsche are the mostpopular newspaper-websitesTop-10 platforms by net reach over timeFigures in m Unique User / month16 BILD.de14 Welt.de 12,8912 Süddeutsche.de10 Zeit ONLINE 8,67 Abendblatt.de 8 FAZ.net 6,52 6 Handelsblatt 4,56 Online 4 3,81 Berliner 3,44 Morgenpost FTD.de 2 2,23 2,02 1,78 taz.de 0 1,21Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2011-01- 2012-08 / plan.net media intelligence 5
  5. 5. Publisher ranking August 2012 2012- 2012- Reach Unique User Difference in UU to Contacts Publisher Ø Contacts 07 08 in % in Mio. 2012-07 in Mio. 1 1 TOMORROW FOCUS 61,2 31,1 +0,18 1.495 48 2 2 InteractiveMedia 58,0 29,5 +0,65 4.300 146 3 3 United Internet Media 53,2 27,1 -0,06 4.456 165 4 4 Axel Springer Media Impact 52,9 26,9 +0,27 2.823 105 5 5 SevenOne Media 51,2 26,0 +0,09 1.049 40 7 6 eBay Advertising Group 49,5 25,2 -0,15 4.307 171 6 7 IP Deutschland 49,5 25,2 -0,43 1.799 72 8 8 Ströer Interactive 44,9 22,8 -0,45 693 30 9 9 OMS 43,6 22,2 +0,33 1.122 51 11 10 G+J Electronic Media Sales 39,0 19,8 -0,20 942 48 10 11 Yahoo! Deutschland 38,6 19,6 -0,40 1.148 59 12 12 ad pepper media 36,4 18,5 -0,10 180 10 13 13 iq digital 32,3 16,4 +0,47 805 49 14 14 freeXmedia 30,6 15,6 +0,14 1.133 73 16 15 SPIEGEL QC 29,5 15,0 +0,34 960 64 15 16 Hi-media Deutschland 27,7 14,1 -0,71 532 38 17 17 Microsoft Advertising 26,1 13,3 -0,17 675 51 18 18 Unister Media 21,7 11,0 -0,33 161 15 19 19 Glam Media 20,8 10,6 -0,32 164 16 20 20 MAIRDUMONT MEDIA 18,0 9,2 +0,57 119 13 Top-3 Gains/Losses in net reachBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);reporting timeframe: August 2012 / Source: AGOF internet facts 2012-08 / plan.net media intelligence 6
  6. 6. Over 51 million onliners in Germany 51,77m 50,84m 70,21m use the Internet have used the Internet in the last 3 months German speaking population 14 years and older 74% 72%Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 7
  7. 7. Internet penetration in Germany is at 74%Onliners (last 12 months)Figures in %80 73 73 7470 68 65 6260 57 58 55 50 5250 404030 2620 1510 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Base: 1999-2009: German speaking population 14 years and older; since 2010: German speaking population in germany 14 years and older; Mean ofquarters a year / 2011: Mean of months a year / 2012: current monthSource: 1999-2004: @facts SevenOne Interactive / forsa. / ab 2005: AGOF internet facts 2005-II - 2012-08 / plan.net media intelligence 8
  8. 8. Virtually everyone in younger demographics isonlineOnline use (last 3 months) by age and genderFigures in %100 96 97 94 97 96 94 88 90 84 78 80 71 70 58 60 50 46 40 34 30 20 15 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: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 9
  9. 9. Steady increase in online use in age groups 50years and older in the past two yearsOnline use (last 3 months) by age over timeFigures in %100 96 92 95 95 90 86 86 80 77 74 70 66 60 50 52 14 - 19 years 50 20 - 29 years 40 30 - 39 years 30 40 - 49 years 27 23 50 - 59 years 20 60 - 69 years 10 9 70 years and 0 older 2006 2007 2008 2009 2010 2011 2012Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / 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 67 14 - 19 years 133 96 20 - 29 years 132 96 30 - 39 years 131 95 40 - 49 years 119 88 50 - 59 years 103 74 60 - 69 years 72 52 70 years and older 31 23 0 20 40 60 80 100 120 140Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / 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 94 68 1.000 - 2.000 EUR 89 64 2.000 - 3.000 EUR 101 73 3.000 - 4.000 EUR 110 80 4.000 EUR or more 120 87None or Secondary Modern / Primary School 79 57 Secondary Schools 110 80 (Specialized) A-Levels 125 90 University Degree 119 86 60 70 80 90 100 110 120 130 140Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 12
  12. 12. The majority of online users are male and youngerthan 50Gender and age of onlinersFigures in m / % 2,68 4,82 4,67 5% 9% 9% 9,40 19% 8,55 26,63 24,21 17% 52% 48% 9,17 11,54 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: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 13
  13. 13. Two thirds of the online users are employed andhave at least completed secondary educationEducation and occupation of onlinersFigures in m / % 1,99 4,88 7,28 9,57 4% 10% 14% 19% 5,34 10% 15,12 30% 7,77 15% 16,39 33,33 32% 66% None Secondary Modern / Primary School In education Secondary Schools Employed (Specialized) A-Levels Retired / Pensioner University Degree Not employedBase: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 14
  14. 14. 58% of the onliners have a net household income ofmore than 2.000 eurosPersonal income and net household income of onlinersFigures in m / % 4,18 7,32 8,71 2,67 8% 14% 14,16 17% 5% 2,78 28% 6% 7,91 8,81 16% 13,92 17% 27% 18,24 12,98 36% 26% 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: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 15
  15. 15. The internet is used predominantly at home -32% of onliners use the internet on the move vialaptop / mobile phonePlace of use (at least occasionally)Figures in % 95 At home 91 34 At work 31 7 At school, university 7 11 In public places 9 32 On the move 23 2012-08 27 At friends / relatives, elsewhere 24 2011-08 0 10 20 30 40 50 60 70 80 90 100Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 16
  16. 16. Almost 80% of the onliners in Germany access theinternet via broadbandOnline access at home (multiple choice)Figures in % Broadband 79 DSL 63 Cable 11 Other broadband connection (cable, 3G) 9 Narrowband 24 ISDN 15 Analog modem 11 0 10 20 30 40 50 60 70 80 90Base: 96.393 unweighted cases (= 48,39 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 17
  17. 17. E-Mail and search engines are the most used onlineservicesInformation sources used online (at least occasionally)Figures in % Email 87 Cinema 36 86 38 Search Engines 83 TV Listings 34 82 32 Weather 70 Messenger 32 69 32 Global News 70 Family and Kids 29 70 27 Online Shopping 68 Job Portals 22 66 22 Local/Regional News 63 Fitness and Wellness 21 61 19 Online Banking 57 Stars and Celebrities 20 56 20 Product Reviews 42 Real Estate Listings 19 39 18Sport Results and News 41 Blogs 17 38 17 Chats and Boards 40 Flirting, Dating 15 40 2012-08 16 2012-08 Food and Beverage 39 2011-08 Horoscopes 9 2011-08 36 10 0 20 40 60 80 100 0 20 40 60 80 100Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 18
  18. 18. Books, vacations and tickets are the most searchedgoods on the internetTop-20 searched for products onlineFigures in % Books 61 Women Clothing 40 60 38 Vacations 56 Men Clothing 39 56 37 Tickets 56 Movies, Videos, DVDs 38 55 39 Hotels 51 Computer-Hardware 36 50 38 Shoes 47 Sports Equipment 36 43 35 Furniture 45 Digital Cameras 36 44 38 Airline Tickets 45 Health Products, Medicine 35 45 36 CDs 43 Toys 35 45 35 Train Ticktets 42 Flatscreen TV 34 43 33 2012-08 2012-08 Telecommunication Products 41 2011-08 Used Cars 34 2011-08 41 34 0 20 40 60 80 0 20 40 60 80Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 19
  19. 19. Books and tickets are most frequently purchasedgoodsTop-20 purchased products onlineFigures in % Books 45 Movies, DVDs 22 42 22 Tickets 36 Train Tickets 21 34 20Womens Clothing 29 Computer Hardware 19 26 20 Hotels 28 Furniture 18 26 17 Shoes 28 Health Products, Medicine 18 23 18 Vacations 27 Sports Equipment 18 25 16 CDs 26 Computer Software 16 26 16 Airline Tickets 25 Telecommunication Products 16 25 15 Mens Clothing 25 Music, Movie Downloads 14 23 14 2012-08 2012-08 Toys 23 Computer- and Videogames 14 23 2011-08 13 2011-08 0 10 20 30 40 50 0 10 20 30 40 50Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);Source: AGOF internet facts 2012-08 / plan.net media intelligence 20
  20. 20. Profile AGOF internet facts 2012-08 Universe: 70,21 m (German speaking population in Germany 14 years and older) Sample: 112.283 unweighted cases (101.316 onliners) Time frame: August 2012 Reported websites: 776 Reported placement units: 3.940 Reported product categories: 59
  21. 21. 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.com Web: www.plan-net.com Facebook: facebook.com/plannet Twitter: @plannet

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