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THE ESSENTIAL GUIDE TO THE LATEST CONNECTED BEHAVIOURS
DIGITAL 2023
GERMANY
GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI
PPRO OOKLA SKAI LOCOWISE SIMILARWEB
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
!
IMPORTANT NOTES ON COMPARING DATA
The findings published in this report use the latest
data available at the time of production. This may
include revised figures for historical data points that
were not available when we produced previous
reports in the Global Digital Reports series. From
time to time, we may also change the data sources
that we use to inform specific data points, and we
may also change how we calculate certain values.
Similarly, our data partners may change the ways in
which they source, calculate, or report the data that
they share with us. As a result, findings published
in this report may not correlate with findings
published in our previous reports, especially where
suchfindingsrepresentchangeovertime(e.g.annual
growth). Where we report figures for change over
time, such figures will use the latest available data,
so we recommend using the values published
in this report, rather than trying to recalculate
such values using data from previous reports.
Wherever we’re aware of the potential for historical
mismatches, we’ve included a note on comparability
in the footnotes of each relevant slide. Please read
these advisories carefully to understand how data
sourcesorcalculationshavechangedsinceprevious
reports, and beware of making any comparisons
with historical data. Where we report values for
change over time as “[N/A]”, the most recent data
do not correlate with the equivalent data point(s)
published in our previous reports, so we strongly
advise readers not to compare the associated
current figures with the equivalents published in
previous reports. In particular, the social media
platforms featured in this report regularly revise the
figures that they report for advertising reach, and
this may result in the latest numbers appearing to
be lower than the values for the same data points
published in previous reports in this series. However,
these source data revisions do not necessarily
imply any change in the overall active use of these
platforms, and should not be interpreted as such.
Furthermore, in addition to changes in data sources
and calculations, please note that social media user
numbers may not represent unique individuals.
This is because some individuals may manage
multiple social media accounts, and because some
social media accounts may represent ‘non-human’
entities (e.g. businesses, animals, music bands, etc.).
As a result, the figures we publish for social media
users may exceed the figures that we publish for
total population or for internet users. This may seem
counter-intuitive,butsuchdifferencesdonotrepresent
mistakes. For more information, please read our
notes on data variance, mismatches, and curiosities:
https://datareportal.com/notes-on-data.
GLOBAL HEADLINES
7
8.01 8.46 5.16 4.76
BILLION BILLION BILLION BILLION
+0.8% +2.2% +1.9% +3.0%
+67 MILLION +180 MILLION +98 MILLION +137 MILLION
57.2% 105.6% 64.4% 59.4%
TOTAL
POPULATION
CELLULAR MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN
AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS.
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
GLOBAL DIGITAL HEADLINES
JAN
2023
8
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
79.4%
75.6%
74.3%
47.4%
72.5%
70.6%
23.1%
27.9%
48.0%
65.9%
86.9%
88.4%
97.4%
93.5%
80.6%
68.4%
74.9%
92.0%
75.3%
64.4%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT
AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME
SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2023
9
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
10.0%
24.0%
18.5%
1.1%
0.9%
2.1%
1.1%
4.0%
3.3%
4.9%
2.6%
2.0%
3.5%
6.8%
0.6%
2.6%
6.7%
4.3%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT
AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES.
ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS
JAN
2023
10
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
62.0%
63.7%
72.0%
32.5%
27.4%
63.6%
41.3%
8.4%
7.4%
13.3%
48.8%
70.5%
76.7%
83.6%
83.3%
71.3%
50.6%
67.5%
73.9%
59.4%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES,
INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND
REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. TOTAL POPULATION
JAN
2023
11
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
10.7%
29.4%
16.1%
0.5%
4.3%
0.7%
1.0%
0.4%
1.4%
2.6%
5.0%
2.9%
2.2%
4.0%
7.7%
0.6%
3.0%
6.9%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY:
SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN
PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS
SHARE OF GLOBAL SOCIAL MEDIA USERS
JAN
2023
12
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
106%
102%
136%
120%
84%
107%
100%
179%
68%
58%
96%
101%
147%
132%
133%
127%
112%
84%
103%
112%
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2023
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2023
CLICK HERE TO READ OUR DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
CLICK HERE TO READ OUR FLAGSHIP DIGITAL
2023 GLOBAL OVERVIEW REPORT, PACKED
WITH ALL THE NUMBERS YOU NEED TO MAKE
SENSE OF THE CURRENT STATE OF DIGITAL
DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
Last year, we emerged from the pandemic into a new online landscape. IRL and URL
life were already impossibly entangled, and much was on the horizon: metaverses in
which to while away our days, NFTs to deck the walls of digital houses, crypto wallets
for paying for goods and services in virtual malls. But this year, what was cracked has
now shattered into many segmented realities. An accurate vision of the future is now
less like looking through a telescope, more like looking through a kaleidoscope: it’s
coming through as several diverse fragments, not one single perspective.
In this fragmented space, online factions are carving out their own customs, niches,
and territories – their own marginal worlds that have the power to become the
mainstream.
On a social level, gone are the days of feeds clustered around friends and family – here
are the days of For You Pages guided by individual interests. On a cultural level, gone is
the universal watercooler chat dictated by shared popular culture – today’s agenda is
set by ever-more niche and transient corners of the internet. And on a personal level,
identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than
a static understanding of self.
In the eighth issue of our annual report Think Forward, we unpick the complex and
ever-changing web of digital culture and behaviour, and explore the role brands can
play in reflecting and shaping it.
T H E T R E N D S
1. TEXTURED DISCOVERY
PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE
EXPLORATORY
2.COLLAPSING NARRATIVES
STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING
ESTABLISHED STRUCTURES
3. MARGIN-CHASERS
ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC,
GAINING TRACTION AND CUTTING THROUGH
4. NEW COOPERATIVES
THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS
EGO-DRIVEN COMMUNITIES
5. EXPANDING IDENTITIES
VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE
AND EXPANSIVE
WE ARE SOCIAL
FRAGMENTED FUTURES
THINK FORWARD 2023
FIND OUT MORE IN
THINK FORWARD 2023 >
PARTNER CONTENT
Meltwater Insights
Our 2023 Marketing Trends guide provides a glimpse at
what the next generation of digital marketing has to offer.
Global Overview
Thanks in part to Gen-Z’s love of subtitles,
closed-captions are now a regular sight in
short-form video content across the internet.
Social platforms are continuing to invest
in those and other accessibility features,
but there’s still a long way to go. A 2022
Business Disability Forum survey of disabled
consumers found that 42% of respondents
couldn’t complete an online purchase
because of inaccessible websites or apps.
Short-form video is here to stay. And though
what qualifies as “short” varies, easily-
digestible video content remains a priority
for social platforms.
Marketers: Now is the time to embrace
short-form video and experiment with length
and new platform features, especially as
social commerce gains even more traction
in 2023.
The death of third-party cookies is imminent.
Until then, marketers need to spend 2023
overhauling their performance metrics.
Expect widespread shifts to gathering first-
party data and using contextual marketing.
Understanding who your audience is, where
they are active online, and how they interact
with your brand across the web is going to be
an important part of strategy building in 2023
and beyond.
Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility
Want to make the most of rising marketing trends?
Download our 2023 Marketing Trends guide.
PARTNER CONTENT
GERMANY
17
83.31 119.6 77.53 70.90
MILLION MILLION MILLION MILLION
77.7% 143.6% 93.1% 85.1%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
CELLULAR MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS.
GERMANY
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
18
-0.1% +0.5% -0.09% [N/A]
-114 THOUSAND +562 THOUSAND -67 THOUSAND [BASE REVISIONS]
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
CELLULAR MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS.
GERMANY
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS
JAN
2023
Meltwater Insights
The people, topics, and trends driving conversation in Germany
Spotlight on Digital Culture
Top Metaverse Fashion Keyword
“Community”
Meltwater, 2022
Discover how to unlock insights relevant to your
organization with Meltwater.
Top Instagram Trend
Reels
Meltwater, 2022
Top 2023 Marketing Trend
TikTok for
Business
Meltwater, 2022
Top Influencer Campaign Platform
Instagram
Klear, 2021
Top Metaverse Hashtag
#nft
Meltwater, 2022 #
PARTNER CONTENT
WE ARE SOCIAL GERMANY
Reddit Germany just turned 1 year old, and is
already seeing great success. An average of
27 minutes per day is spent on the platform,
which is more than Snap, Twitter or Pinterest.
The user base increased by 15% since last
year, with communities such as r/ich_iel or
r/Arbeitsleben proving especially popular.
Notably, Reddit is considered a go-to place for
Germans to learn more about brands,
compared to other platforms. Brands such as
Nintendo DE and Telekom are already using
the platform for advertising.
Brands should not neglect untapped digital
communities, as they present opportunities
to reach new audiences in unexpected ways.
READ IT ON REDDIT
Germany has recently overtaken the UK as
the biggest European market for NFL
entertainment, as 770,000 German fans
sought to buy tickets in July 2022. With
American football now second in line to
football, fans are exploring alternatives. In
parallel to controversy driving increased calls
for a boycott of the World Cup in Qatar,
female football games are starting to break
records. As the FIFA Women's Football World
Cup takes place in 2023, interest among
women may continue to rise.
Brands should look beyond the most
dominant sports and seize opportunities in
sporting domains amongst audiences
previously overlooked.
Social media detoxes are not a new concept.
However, in 2022 the hashtag
#digitalrestingpoint garnered a lot of
attention. The aim of this content is to
provide a momentary break from mindless
scrolling, with some creators using TikTok’s
#restpoint hashtag to reminding others to
rest their eyes or drink water. It is a balancing
act between the constant connection of
social media, connectivity and the mindful
movement of digital health or hygiene.
Work with creators to support digital health,
by creating or drawing attention to visual
and emotionally relaxing content.
SPORTS REVISITED DIGITAL MINDFULNESS
FOR GERMAN BRANDS IT WILL BE IMPORTANT TO LEARN THE DIFFERENT HANDWRITINGS OF NEW
PLATFORMS AND CULTURAL SHIFTS.
GUIDING A VALUE-DRIVEN DIALOGUE
FIND OUT MORE ON
wearesocial.com/de >
PARTNER CONTENT
POPULATION ESSENTIALS
22
77.7% 239.0 99.0% 99.0% 99.0%
83.31 50.7% 49.3% -0.1% 44.9
MILLION -114 THOUSAND
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM2
)
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE LITERACY
(ADULTS AGED 15+)
MALE LITERACY
(ADULTS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
YEAR-ON-YEAR CHANGE
IN TOTAL POPULATION
MEDIAN AGE OF
THE POPULATION
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS.
GERMANY
DEMOGRAPHICS AND OTHER KEY INDICATORS
POPULATION ESSENTIALS
JAN
2023
23
81.6 M 81.8 M 82.0 M 82.2 M 82.5 M 82.8 M 83.0 M 83.3 M 83.4 M 83.4 M 83.3 M
+0.2% +0.3% +0.3% +0.4% +0.3% +0.3% +0.3% +0.1% +0.04% -0.1%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS
(E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS.
COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GERMANY
TOTAL POPULATION AND YEAR-ON-YEAR CHANGE
POPULATION OVER TIME
JAN
2023
DATAREPORTAL
24
12.4% 12.8% 12.8% 15.6% 22.6%
83.31 4.7% 7.5% 4.5% 7.2%
MILLION
65+
55-64
45-54
35-44
25-34
18-24
13-17
5-12
0-4
POPULATION
AGED 25-34
POPULATION
AGED 35-44
POPULATION
AGED 45-54
POPULATION
AGED 55-64
POPULATION
AGED 65+
TOTAL
POPULATION
POPULATION
AGED 0-4
POPULATION
AGED 5-12
POPULATION
AGED 13-17
POPULATION
AGED 18-24
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES.
GERMANY
SHARE OF THE TOTAL POPULATION BY AGE GROUP
POPULATION BY AGE
JAN
2023
25
35.1% 33.1% 28.1% 11.8% 4.1%
-3.8% (-140 BPS) +18.2% (+510 BPS) +13.3% (+330 BPS) +11.3% (+120 BPS) +24.2% (+80 BPS)
95.6% 95.2% 2.5% 76.7% 51.8%
[UNCHANGED] +0.1% (+10 BPS) -7.4% (-20 BPS) -7.4% (-610 BPS) -2.1% (-110 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GAMES
CONSOLE
SMART WATCH OR
SMART WRISTBAND
TV STREAMING
DEVICE
SMART HOME
DEVICE
VIRTUAL REALITY
DEVICE
ANY KIND OF
MOBILE PHONE
SMART
PHONE
FEATURE
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
DEVICE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES
REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE
ABSOLUTE CHANGE
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
JAN
2023
26
1H 20M 1H 31M 0H 46M 0H 51M
+19.4% (+13 MINS) +1.1% (+1 MIN) +35.3% (+12 MINS) +8.5% (+4 MINS)
5H 12M 3H 32M 1H 41M 1H 38M
-3.1% (-10 MINS) +6.0% (+12 MINS) +13.5% (+12 MINS) +22.5% (+18 MINS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT USING
A GAMES CONSOLE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TIME SPENT USING
THE INTERNET
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT
MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS
INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
GERMANY
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
DAILY TIME SPENT WITH MEDIA
JAN
2023
INTERNET
28
77.53 93.1% -0.09% 5H 12M 88.7%
MILLION YOY: +0.1% (+5 BPS) -67 THOUSAND -3.1% (-10 MINS) +1.4% (+120 BPS)
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET BY
EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE PHONES
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT
AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE.
“BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE
DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS.
GERMANY
ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE
JAN
2023
29
69.9 M 71.7 M 72.8 M 74.7 M 75.4 M 77.3 M 78.0 M 79.1 M
76.9 M 77.6 M 77.5 M
+2.5% +1.6% +2.5% +1.0% +2.5% +0.9% +1.4% -2.8% +0.9% -0.09%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES
ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS
PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL
TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GERMANY
INTERNET USERS OVER TIME
NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE
JAN
2023
DATAREPORTAL
30
76.31 74.84 79.13
MILLION MILLION MILLION
91.6% 89.8% 95.0%
vs. POPULATION vs. POPULATION vs. POPULATION
INTERNET USERS:
ITU
INTERNET USERS:
CIA WORLD FACTBOOK
INTERNET USERS:
INTERNETWORLDSTATS
SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION
RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE
ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN
THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE.
GERMANY
INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES
INTERNET USER PERSPECTIVES
JAN
2023
31
93.1% 100.0% 100.0% 99.2% 0.2%
USES THE
INTERNET
HAS ACCESS
TO ELECTRICITY
HAS ACCESS TO BASIC
DRINKING WATER
HAS ACCESS TO
BASIC SANITATION
EARNS LESS THAN
USD $3.65 PER DAY
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS.
GERMANY
ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ACCESS IN PERSPECTIVE
JAN
2023
32
5H 12M 2H 29M 2H 43M 47.8%
DAILY TIME SPENT USING THE
INTERNET ACROSS ALL DEVICES
TIME SPENT USING THE
INTERNET ON MOBILE PHONES
TIME SPENT USING THE INTERNET
ON COMPUTERS AND TABLETS
MOBILE’S SHARE OF TOTAL
DAILY INTERNET TIME
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET
JAN
2023
33
69.0%
56.4%
55.9%
54.9%
54.8%
53.6%
48.1%
45.8%
45.5%
44.8%
38.5%
33.4%
27.7%
25.8%
25.1%
FINDING INFORMATION
KEEPING UP-TO-DATE WITH NEWS AND EVENTS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
RESEARCHING PRODUCTS AND BRANDS
RESEARCHING HOW TO DO THINGS
FILLING UP SPARE TIME AND GENERAL BROWSING
RESEARCHING PLACES, VACATIONS, AND TRAVEL
FINDING NEW IDEAS OR INSPIRATION
WATCHING VIDEOS, TV SHOWS, OR MOVIES
ACCESSING AND LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
EDUCATION AND STUDY-RELATED PURPOSES
ORGANISING YOUR DAY-TO-DAY LIFE
GAMING
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
JAN
2023
34
72.3% 28.3% 38.5% 15.5% 18.1%
-8.9% (-710 BPS) -6.6% (-200 BPS) +2.9% (+110 BPS) +4.7% (+70 BPS) -1.6% (-30 BPS)
88.7% 77.9% 88.2% 1.6% 45.1%
+1.4% (+120 BPS) -7.8% (-660 BPS) +1.4% (+120 BPS) -15.8% (-30 BPS) -1.1% (-50 BPS)
MOBILE
PHONE (ANY)
LAPTOP OR
DESKTOP (ANY)
SMART
PHONE
FEATURE
PHONE
TABLET
DEVICE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
PERSONAL LAPTOP
OR DESKTOP
WORK LAPTOP
OR DESKTOP
CONNECTED
TELEVISION
SMART HOME
DEVICE
GAMES
CONSOLE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES
USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER.
PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET
DEVICES USED TO ACCESS THE INTERNET
JAN
2023
35
56.18 +10.1% 80.69 +20.2%
MBPS MBPS
MEDIAN DOWNLOAD SPEED
OF CELLULAR MOBILE
INTERNET CONNECTIONS
YEAR-ON-YEAR CHANGE
IN MEDIAN CELLULAR MOBILE
INTERNET CONNECTION SPEED
MEDIAN DOWNLOAD
SPEED OF FIXED
INTERNET CONNECTIONS
YEAR-ON-YEAR CHANGE
IN MEDIAN FIXED INTERNET
CONNECTION SPEED
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT
WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE
CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GERMANY
MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS
JAN
2023
36
46.30% 51.31% 2.35% 0.04%
+16.4% (+652 BPS) -11.0% (-632 BPS) -7.1% (-18 BPS) -33.3% (-2 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
MOBILE
PHONES
LAPTOP AND
DESKTOP COMPUTERS
TABLET
DEVICES
OTHER
DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE
SHARE OF WEB TRAFFIC BY DEVICE
JAN
2023
37
5.7%
9.5%
21.9%
20.4%
28.8%
35.0%
31.6%
42.3% 41.4%
39.8%
46.3%
+67.1% +131% -6.9% +41.1% +21.4% -9.8% +34.0% -2.1% -3.9% +16.4%
NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%).
GERMANY
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2023
DATAREPORTAL
38
4.30% 4.74% 0.36% 0.91%
+3.1% (+13 BPS) +2.8% (+13 BPS) +12.5% (+4 BPS) -27.8% (-35 BPS)
47.57% 24.27% 7.64% 10.21%
-1.9% (-93 BPS) +11.8% (+256 BPS) +6.6% (+47 BPS) -16.7% (-205 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SAMSUNG INTERNET OPERA ANDROID OTHER
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
CHROME SAFARI MICROSOFT EDGE FIREFOX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND
OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE
SHARE OF WEB TRAFFIC BY BROWSER
JAN
2023
39
11 REDDIT.COM 185 M 56.0 M 17M 09S 2.7
12 BILD.DE 182 M 27.6 M 13M 51S 3.6
13 INSTAGRAM.COM 178 M 61.2 M 18M 06S 2.3
14 SPIEGEL.DE 164 M 26.9 M 19M 37S 2.5
15 EBAY-KLEINANZEIGEN.DE 139 M 43.3 M 17M 38S 8.0
16 PAYPAL.COM 129 M 58.4 M 4M 18S 3.2
17 EBAY.DE 127 M 47.3 M 14M 24S 5.6
18 XVIDEOS.COM 126 M 30.9 M 14M 28S 9.1
19 TIKTOK.COM 124 M 46.4 M 9M 15S 2.0
20 N-TV.DE 119 M 17.5 M 18M 51S 3.0
01 YOUTUBE.COM 3.32 B 238 M 36M 10S 6.0
02 GOOGLE.COM 3.07 B 290 M 22M 36S 3.6
03 AMAZON.DE 396 M 110 M 13M 31S 5.6
04 FACEBOOK.COM 366 M 85.0 M 24M 29S 2.9
05 PORNHUB.COM 355 M 69.3 M 12M 15S 8.7
06 WIKIPEDIA.ORG 343 M 97.7 M 11M 23S 2.0
07 GOOGLE.DE 308 M 51.0 M 17M 58S 4.2
08 ANIWORLD.TO 283 M 25.9 M 40M 49S 5.5
09 TWITTER.COM 209 M 64.2 M 24M 02S 1.8
10 XHAMSTER.COM 190 M 44.0 M 16M 08S 8.1
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER
OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS;
FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION
WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022
TOP WEBSITES: SEMRUSH RANKING
JAN
2023
40
11 INSTAGRAM.COM 142 M 27.8 M 6M 29S 10.8
12 TWITTER.COM 130 M 24.8 M 9M 55S 9.2
13 WEB.DE 127 M 12.4 M 6M 00S 7.8
14 TAGESSCHAU.DE 116 M 19.9 M 4M 29S 3.2
15 N-TV.DE 113 M 18.0 M 3M 08S 2.8
16 PORNHUB.COM 106 M 14.0 M 9M 22S 10.9
17 GMX.NET 98.5 M 7.87 M 5M 57S 7.9
18 PAYPAL.COM 90.0 M 29.9 M 2M 58S 5.0
19 SPIEGEL.DE 85.0 M 17.3 M 2M 46S 1.9
10 XHAMSTER.COM 84.1 M 10.5 M 0M 18S 15.6
01 GOOGLE.COM 2.55 B 87.1 M 10M 25S 8.5
02 YOUTUBE.COM 1.03 B 57.6 M 20M 58S 10.8
03 FACEBOOK.COM 435 M 45.0 M 7M 04S 9.3
04 GOOGLE.DE 426 M 32.5 M 8M 29S 7.1
05 AMAZON.DE 380 M 56.1 M 7M 04S 12.2
06 WIKIPEDIA.ORG 253 M 43.3 M 3M 56S 3.4
07 BILD.DE 187 M 19.8 M 4M 46S 3.3
08 EBAY.DE 158 M 30.6 M 8M 01S 8.4
09 T-ONLINE.DE 153 M 20.2 M 7M 07S 5.4
10 EBAY-KLEINANZEIGEN.DE 147 M 24.9 M 9M 09S 11.0
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF
DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISITS” AND “UNIQUE
VISITORS” REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME
WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS.
GERMANY
SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022
TOP WEBSITES: SIMILARWEB RANKING
JAN
2023
41
0.03% 0.95% 0.01% 1.46%
[UNCHANGED] -4.0% (-4 BPS) [N/A] -15.6% (-27 BPS)
89.59% 6.48% 0.92% 0.56%
-1.0% (-93 BPS) +13.7% (+78 BPS) +31.4% (+22 BPS) +69.7% (+23 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
BAIDU DUCKDUCKGO NAVER OTHER
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GOOGLE BING YAHOO! YANDEX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM
SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT
70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE
SHARE OF SEARCH ENGINE REFERRALS
JAN
2023
42
11 EBAY KLEINANZEIGEN 18
12 UKRAINE 18
13 SPARKASSE 17
14 BUNDESLIGA 16
15 WM 14
16 MAPS 14
17 NACHRICHTEN 12
18 IKEA 12
19 INSTAGRAM 11
20 DHL 10
01 WETTER 100
02 GOOGLE 42
03 AMAZON 39
04 CORONA 32
05 BILD 32
06 EBAY 28
07 YOUTUBE 28
08 ÜBERSETZER 25
09 NEWS 21
10 FACEBOOK 19
# SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES
ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT
PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY.
ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GERMANY
QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022
TOP GOOGLE SEARCHES
JAN
2023
43
17.6% 31.0% 10.7% 29.2%
[UNCHANGED] +11.5% (+320 BPS) +28.9% (+240 BPS) [UNCHANGED]
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
USE VOICE ASSISTANTS (E.G. SIRI,
GOOGLE ASSISTANT) TO FIND
INFORMATION EACH WEEK
VISIT SOCIAL NETWORKS
TO LOOK FOR INFORMATION
ABOUT BRANDS AND PRODUCTS
USE IMAGE RECOGNITION TOOLS
(E.G. GOOGLE LENS, PINTEREST
LENS) ON MOBILE EACH MONTH
USE ONLINE TOOLS TO
TRANSLATE TEXT INTO DIFFERENT
LANGUAGES EACH WEEK
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY
ACCESSING ONLINE INFORMATION
JAN
2023
44
15.8% 15.0% 9.9% 17.1% 15.5%
-1.3% (-20 BPS) +7.1% (+100 BPS) +3.1% (+30 BPS) -5.0% (-90 BPS) +10.7% (+150 BPS)
85.7% 33.5% 21.6% 24.0% 17.8%
+12.6% (+960 BPS) -4.6% (-160 BPS) +7.5% (+150 BPS) +3.0% (+70 BPS) -3.3% (-60 BPS)
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHLIGHTS VIDEO
GAMING
VIDEO
INFLUENCER
VIDEOS AND VLOGS
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR VIRAL VIDEO
TUTORIAL OR
HOW-TO VIDEO
VIDEO
LIVESTREAM
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES
REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS
POINTS).
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK
WATCHING ONLINE VIDEO CONTENT
JAN
2023
45
86.1% 88.2% 1H 19M 37.3%
PERCENTAGE OF INTERNET
USERS WHO STREAM TV
CONTENT OVER THE INTERNET
INTERNET USERS WHO STREAM
TV CONTENT vs. INTERNET USERS
WHO WATCH ANY KIND OF TV
AVERAGE DAILY TIME THAT
INTERNET USERS SPEND
WATCHING STREAMING TV
TIME SPENT WATCHING STREAMING
TV AS A PERCENTAGE OF TOTAL
TIME SPENT WATCHING TV
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
JAN
2023
46
40.2% 26.5% 20.8% 13.9%
+7.2% (+270 BPS) -2.9% (-80 BPS) +14.9% (+270 BPS) +3.7% (+50 BPS)
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES
REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS
POINTS).
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
LISTENING TO ONLINE AUDIO CONTENT
JAN
2023
47
20.0% 7.3% 4.3% 4.4%
-4.8% (-100 BPS) +2.8% (+20 BPS) +10.3% (+40 BPS) +10.0% (+40 BPS)
74.6% 50.3% 35.1% 30.8%
+0.7% (+50 BPS) +0.4% (+20 BPS) -8.1% (-310 BPS) -4.0% (-130 BPS)
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES
REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS
POINTS).
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
DEVICES USED TO PLAY VIDEO GAMES
JAN
2023
48
$666.2 $797.0 $789.3 $819.0
MILLION MILLION MILLION MILLION
+0.8% (+$5.6 MILLION) -7.0% (-$60 MILLION) +2.1% (+$16 MILLION) +0.9% (+$7.5 MILLION)
13.57 $6.62 $2.17 $1.38
MILLION BILLION BILLION BILLION
+19.5% (+2.2 MILLION) +0.5% (+$31 MILLION) +1.6% (+$35 MILLION) +2.1% (+$28 MILLION)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
VALUE OF SMART HOME
SECURITY DEVICE MARKET
VALUE OF SMART HOME
ENTERTAINMENT DEVICE MARKET
VALUE OF SMART HOME
COMFORT & LIGHTING MARKET
VALUE OF SMART HOME
ENERGY MANAGEMENT MARKET
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
NUMBER OF HOMES WITH
SMART HOME DEVICES
TOTAL ANNUAL VALUE OF THE
SMART HOME DEVICES MARKET
VALUE OF SMART HOME
APPLIANCES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR
2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GERMANY
VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS)
SMART HOME MARKET OVERVIEW
JAN
2023
49
$129 $148 $92.01 $129
-24.4% (-$41.80) -34.1% (-$76.60) -23.1% (-$27.69) -24.6% (-$42.00)
31.6% $488 $407 $157
+19.0% (+506 BPS) -16.0% (-$92.60) -23.7% (-$127) -23.2% (-$47.60)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
ARPU: SMART HOME
SECURITY DEVICES
ARPU: SMART HOME
ENTERTAINMENT DEVICES
ARPU: SMART HOME
COMFORT & LIGHTING
ARPU: SMART HOME
ENERGY MANAGEMENT
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
PENETRATION OF
SMART HOME DEVICES
ARPU: SPEND ON ALL
SMART HOME DEVICES
ARPU: SMART
HOME APPLIANCES
ARPU: SMART HOME CONTROL
& CONNECTIVITY DEVICES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER
SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GERMANY
AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS)
AVERAGE ANNUAL REVENUE PER SMART HOME
JAN
2023
50
37.2% 25.5% 9.0%
USE A BANKING, INVESTMENT,
OR INSURANCE WEBSITE OR
MOBILE APP EACH MONTH
USE A MOBILE PAYMENT
SERVICE (E.G. APPLE PAY,
SAMSUNG PAY) EACH MONTH
OWN ANY FORM
OF CRYPTOCURRENCY
(E.G. BITCOIN, ETHER)
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE
USE OF ONLINE FINANCIAL SERVICES
JAN
2023
51
19.8% 38.6% 38.7% 52.5% 31.8%
COMFORTABLE WITH
APPS TRACKING THEIR
REAL-WORLD ACTIVITY
(E.G. STEPS, SLEEP)
PREFER TO REMAIN
ANONYMOUS
WHEN USING
ONLINE SERVICES
WORRY ABOUT
HOW COMPANIES
MIGHT USE THEIR
ONLINE DATA
DECLINE COOKIES
ON WEBSITES
AT LEAST SOME
OF THE TIME
EXPRESS CONCERN
ABOUT WHAT IS REAL
vs. WHAT IS FAKE
ON THE INTERNET
SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE
FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE
FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY
ONLINE PRIVACY AND SECURITY
JAN
2023
SOCIAL MEDIA
!
CORRECTIONS IN SOCIAL MEDIA USER NUMBERS
Over recent months, the data sources that we
use to calculate social media user numbers in
each country have made significant revisions
to their underlying numbers. As a result, we are
currently unable to provide data for the change
in social media users over time. Because of these
changes, readers should not compare social
media user numbers published in this report with
similar figures published in previous reports in the
Global Digital Reports series, because any such
comparisons will deliver inaccurate data and
misleading trends. Furthermore, please note
that the social media user numbers published in
this report may appear to be significantly lower
than the figures published in previous reports in
this series. However, any such differences are the
result of “corrections” in source data published
by social media platforms, and our analysis of
various data sources confirms that there has
been no discernible drop in social media
use in any of the countries that we track. As a
result, readers should not interpret any negative
differences between the numbers published in
this report versus previous reports as a decline
in social media use, because these differences
are due to corrections in source methodologies
and data reporting approaches, and do not
representachangeinactualusernumbers.Please
read our comprehensive notes on data for more
details: https://datareportal.com/notes-on-data
54
1H 41M 5.3 50.3% 49.7%
70.90 85.1% 89.9% 91.4%
MILLION
NUMBER OF SOCIAL
MEDIA USERS
SOCIAL MEDIA USERS
vs. TOTAL POPULATION
SOCIAL MEDIA USERS AGE 18+
vs. TOTAL POPULATION AGE 18+
SOCIAL MEDIA USERS
vs. TOTAL INTERNET USERS
AVERAGE TIME SPENT USING
SOCIAL MEDIA EACH DAY
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH MONTH
FEMALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA USERS
MALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA USERS
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT
REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN
DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GERMANY
HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
JAN
2023
55
1.5% 1.6%
9.5%
10.9%
13.3%
13.8%
10.4%
9.8%
7.4%
6.8%
5.2%
4.8%
2.5% 2.5%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY
DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE
REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GERMANY
SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER
DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE
JAN
2023
DATAREPORTAL
56
45.7%
37.9%
31.6%
26.2%
24.5%
19.1%
18.9%
18.6%
17.9%
17.5%
15.9%
15.4%
14.9%
14.1%
12.5%
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
READING NEWS STORIES
FILLING SPARE TIME
FINDING CONTENT (E.G. VIDEOS)
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SEEING WHAT’S BEING TALKED ABOUT
FINDING LIKE-MINDED COMMUNITIES
MAKING NEW CONTACTS
SHARING AND DISCUSSING OPINIONS
POSTING ABOUT YOUR LIFE
AVOIDING MISSING OUT (FOMO)
FOLLOWING CELEBRITIES OR INFLUENCERS
WATCHING OR FOLLOWING SPORTS
SEEING CONTENT FROM BRANDS
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF
INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH.
GERMANY
PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
JAN
2023
57
82.0%
61.0%
57.3%
37.3%
33.6%
29.0%
21.7%
21.3%
20.6%
14.5%
13.4%
13.3%
13.2%
11.7%
10.4%
WHATSAPP
FACEBOOK
INSTAGRAM
FB MESSENGER
TIKTOK
PINTEREST
TWITTER
TELEGRAM
SNAPCHAT
SKYPE
IMESSAGE
LINKEDIN
XING
SIGNAL
DISCORD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN
ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY
THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER
CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH
MOST USED SOCIAL MEDIA PLATFORMS
NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING
JAN
2023
58
40.1%
17.0%
13.1%
7.2%
2.4%
2.0%
2.0%
1.2%
1.2%
1.2%
WHATSAPP
INSTAGRAM
FACEBOOK
TIKTOK
PINTEREST
TELEGRAM
TWITTER
DISCORD
FB MESSENGER
SIGNAL
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN
ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY.
GERMANY
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING
JAN
2023
59
11H 00M 10H 48M 23H 42M 10H 36M 8H 30M
PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH
-3.5% (-24 MINS) -4.4% (-30 MINS) +0.4% (+6 MINS) -3.6% (-24 MINS) [UNCHANGED]
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
WHATSAPP YOUTUBE TIKTOK FACEBOOK INSTAGRAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID
PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS.
GERMANY
AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP
TIME SPENT USING SOCIAL MEDIA APPS
JAN
2023
60
5.3% 4.6% 4.7% 7.7%
+1.9% (+10 BPS) +4.5% (+20 BPS) +2.2% (+10 BPS) +4.1% (+30 BPS)
51.4% 31.0% 10.6% 7.6%
+8.2% (+390 BPS) +11.5% (+320 BPS) -5.4% (-60 BPS) -9.5% (-80 BPS)
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (BLOGS IN
A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
ANY KIND OF SOCIAL
MEDIA PLATFORM
SOCIAL
NETWORKS
QUESTION & ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL
MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS
(E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
JAN
2023
61
45.7%
25.9%
23.3%
19.0%
17.8%
17.6%
16.8%
15.5%
15.2%
14.5%
14.3%
13.4%
12.2%
11.9%
11.6%
FRIENDS, FAMILY, AND PEOPLE YOU KNOW
BANDS, SINGERS, OR MUSICIANS
ACTORS, COMEDIANS, OR OTHER PERFORMERS
INFLUENCERS OR OTHER EXPERTS
SPORTS PEOPLE AND TEAMS
BRANDS YOU PURCHASE
TV SHOWS OR CHANNELS
RESTAURANTS, CHEFS, OR FOODIES
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
EVENTS YOU’RE ATTENDING
BRANDS YOU’RE CONSIDERING PURCHASING
WILDLIFE ORGANISATIONS OR ANIMALS
JOURNALISTS OR NEWS COMPANIES
MAGAZINES OR PUBLICATIONS YOU READ
FITNESS EXPERTS OR ORGANISATIONS
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
JAN
2023
62
2.23% 2.72% 1.16% 0.12% 0.29%
+7.7% (+16 BPS) -48.0% (-251 BPS) +132.0% (+66 BPS) -7.7% (-1 BP) +31.8% (+7 BPS)
58.84% 7.37% 13.69% 9.62% 3.96%
-17.6% (-1,259 BPS) +39.8% (+210 BPS) +219.9% (+941 BPS) +22.7% (+178 BPS) +30.7% (+93 BPS)
FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF
AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL
WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20%
FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE)
WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA
JAN
2023
SOCIAL MEDIA PLATFORMS
64
31.6% 33.5% 50.4% 49.6%
24.50 29.4% -2.0% -4.9%
MILLION -500 THOUSAND -1.3 MILLION
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND
FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
65
2.26 14.18% 10.30% 75.48% 0.04%
AVERAGE NUMBER OF
PAGE POSTS PER DAY
PHOTO POSTS’ SHARE
OF TOTAL PAGE POSTS
VIDEO POSTS’ SHARE
OF TOTAL PAGE POSTS
LINK POSTS’ SHARE
OF TOTAL PAGE POSTS
STATUS POSTS’ SHARE
OF TOTAL PAGE POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE,
WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
JAN
2023
66
0.06% 0.18% 0.15% 0.03% 0.18%
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: ALL POST TYPES
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: PHOTO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: VIDEO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: LINK POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS
JAN
2023
67
62.40 89.9% 50.3% 49.7%
MILLION
70.90 85.1% 91.4% -2.3%
MILLION -1.7 MILLION
POTENTIAL REACH OF
ADS ON YOUTUBE
YOUTUBE AD REACH
vs. TOTAL POPULATION
YOUTUBE AD REACH vs.
TOTAL INTERNET USERS
YEAR-ON-YEAR CHANGE IN
REPORTED YOUTUBE AD REACH
YOUTUBE’S ADVERTISING
REACH: USERS AGED 18+
YOUTUBE’S AD REACH AGE 18+
vs. TOTAL POPULATION AGE 18+
FEMALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
MALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs.
INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS.
SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
68
01 MUSIC 100
02 MUSIK 71
03 MINECRAFT 56
04 ASMR 55
05 SONGS 52
06 DOKU 50
07 TIKTOK 39
08 FORTNITE 38
09 PALUTEN 33
10 7 VS WILD 32
11 WORKOUT 32
12 WELT 30
13 ZADRUGA 27
14 UKRAINE 27
15 ROBLOX 27
16 ICRIMAX 25
17 HÖRSPIEL 21
18 KINDERLIEDER 20
19 MAX 19
20 POKEMON 18
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN
SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GERMANY
QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022
TOP YOUTUBE SEARCHES
JAN
2023
69
35.4% 37.5% 50.4% 49.6%
27.45 32.9% -2.7% -8.0%
MILLION -750 THOUSAND -2.4 MILLION
90
INSTAGRAM AD REACH
vs. TOTAL INTERNET USERS
INSTAGRAM AD REACH
vs. POPULATION AGED 13+
FEMALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
MALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
TOTAL POTENTIAL REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED INSTAGRAM AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND
FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
70
26.6% 29.7% 51.0% 49.0%
20.65 24.8% +39.0% +21.5%
MILLION +5.8 MILLION +3.7 MILLION
90
TIKTOK AD REACH AGE 18+
vs. TOTAL INTERNET USERS
TIKTOK AD REACH AGE 18+
vs. POPULATION AGE 18+
FEMALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
MALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
POTENTIAL REACH OF ADS
ON TIKTOK (AGE 18+ ONLY)
TIKTOK AD REACH AGE 18+
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED TIKTOK AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED TIKTOK AD REACH
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
71
18.3% 19.3% 50.5% 49.5%
14.15 17.0% -2.4% -1.4%
MILLION -350 THOUSAND -200 THOUSAND
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED MESSENGER AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND
FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
72
19.3% 21.6% 38.8% 61.2%
15.00 18.0% +7.1% +15.4%
MILLION +1.0 MILLION +2.0 MILLION
90
LINKEDIN AD REACH
vs. TOTAL INTERNET USERS
LINKEDIN AD REACH
vs. POPULATION AGED 18+
FEMALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
MALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
TOTAL POTENTIAL REACH
OF ADS ON LINKEDIN
LINKEDIN AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED LINKEDIN AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED LINKEDIN AD REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER
DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES
FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
73
22.5% 23.8% 55.3% 44.3%
17.45 20.9% +8.0% +14.1%
MILLION +1.3 MILLION +2.2 MILLION
90
SNAPCHAT AD REACH
vs. TOTAL INTERNET USERS
SNAPCHAT AD REACH
vs. POPULATION AGED 13+
FEMALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
MALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
TOTAL POTENTIAL REACH
OF ADS ON SNAPCHAT
SNAPCHAT AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED SNAPCHAT AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED SNAPCHAT AD REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES
vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE
DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
74
18.2% 19.3% 27.9% 72.1%
14.10 16.9% +23.1% +81.9%
MILLION +2.7 MILLION +6.4 MILLION
90
TWITTER AD REACH
vs. TOTAL INTERNET USERS
TWITTER AD REACH
vs. POPULATION AGED 13+
FEMALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
MALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON TWITTER
TWITTER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED TWITTER AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED TWITTER AD REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS,
ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE
DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
75
20.5% 21.7% 78.4% 16.7%
15.88 19.1% -0.9% +5.0%
MILLION -145 THOUSAND +760 THOUSAND
90
PINTEREST AD REACH
vs. TOTAL INTERNET USERS
PINTEREST AD REACH
vs. POPULATION AGED 13+
FEMALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
MALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
TOTAL POTENTIAL REACH
OF ADS ON PINTEREST
PINTEREST AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN REPORTED PINTEREST AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED PINTEREST AD REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO
AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
MOBILE
77
119.6 143.6% +0.5% 97.3%
MILLION +562 THOUSAND
NUMBER OF CELLULAR
MOBILE CONNECTIONS
(EXCLUDING IOT)
NUMBER OF CELLULAR MOBILE
CONNECTIONS COMPARED
WITH TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF CELLULAR
MOBILE CONNECTIONS
SHARE OF CELLULAR MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G, 4G, 5G)
SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED
FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS
REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS.
GERMANY
USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY
JAN
2023
78
113 M 114 M 115 M 117 M 119 M 120 M 120 M 121 M 120 M
+0.9% +0.9% +1.4% +2.0% +1.1% +0.06% +0.8% -1.4%
JAN APR JUL OCT JAN APR JUL OCT JAN
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000),
AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES
PUBLISHED IN OUR PREVIOUS REPORTS.
GERMANY
NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE
CELLULAR MOBILE CONNECTIONS OVER TIME
JAN
2023
DATAREPORTAL
79
$122 2.96% $2.67 0.06%
PRICE OF THE
CHEAPEST SMARTPHONE
HANDSET (IN USD)
PRICE OF THE CHEAPEST
SMARTPHONE HANDSET
vs. AVERAGE INCOME
AVERAGE PRICE OF
1GB OF CELLULAR
MOBILE DATA (IN USD)
AVERAGE PRICE OF 1GB
OF CELLULAR MOBILE DATA
vs. AVERAGE INCOME
SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES
vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs.
MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS.
GERMANY
THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME
AFFORDABILITY OF MOBILE INTERNET ACCESS
JAN
2023
80
57.00% 42.22% 0.74% 0% 0.04%
-4.3% (-258 BPS) +6.9% (+271 BPS) -14.0% (-12 BPS) [N/A] -20.0% (-1 BP)
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM ANDROID DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM APPLE IOS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING FROM
SAMSUNG OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM KAI OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM OTHER OS DEVICES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER
OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND
TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GERMANY
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
JAN
2023
81
3H 36M 2.24 +1.2% $3.71 -6.6%
+6.9% (+14 MINS) BILLION +26 MILLION BILLION -$264 MILLION
AVERAGE TIME THAT EACH
USER SPENDS USING A
SMARTPHONE EACH DAY
TOTAL NUMBER
OF MOBILE APP
DOWNLOADS
YEAR-ON-YEAR CHANGE
IN THE TOTAL NUMBER OF
MOBILE APP DOWNLOADS
ANNUAL CONSUMER
SPEND ON MOBILE APPS AND
IN-APP PURCHASES (USD)
YEAR-ON-YEAR CHANGE
IN CONSUMER SPEND ON
APPS AND IN-APP PURCHASES
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES,
AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING.
GERMANY
HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022
MOBILE APP MARKET OVERVIEW
JAN
2023
82
01 WHATSAPP META
02 FACEBOOK META
03 COVPASS ROBERT KOCH-INSTITUT
04 AMAZON AMAZON
05 INSTAGRAM META
06 CORONA-WARN-APP ROBERT KOCH-INSTITUT
07 FACEBOOK MESSENGER META
08 EBAY KLEINANZEIGEN ADEVINTA
09 SPOTIFY SPOTIFY
10 TIKTOK BYTEDANCE
01 ROBLOX ROBLOX
02 SUBWAY SURFERS SYBO
03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 POKÉMON GO NIANTIC
05 CLASH ROYALE TENCENT
06 CLASH OF CLANS TENCENT
07 BRAWL STARS TENCENT
08 HAY DAY TENCENT
09 COIN MASTER MOON ACTIVE
10 HOMESCAPES PLAYRIX
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN
JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES).
GERMANY
MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: MONTHLY ACTIVE USERS
JAN
2023
83
01 PAYPAL PAYPAL
02 WHATSAPP META
03 TIKTOK BYTEDANCE
04 DB NAVIGATOR DEUTSCHE BAHN
05 VR BANKING - DEINE MOBILE BANK FIDUCIA & GAD IT
06 INSTAGRAM META
07 VR SECUREGO PLUS FIDUCIA & GAD IT
08 GOOGLE MAPS GOOGLE
09 EBAY KLEINANZEIGEN ADEVINTA
10 BEREAL BEREAL
01 STUMBLE GUYS KITKA GAMES
02 SUBWAY SURFERS SYBO
03 COUNT MASTERS AIBY
04 FISHDOM: DEEP DIVE PLAYRIX
05 ROBLOX ROBLOX
06 WOODOKU TRIPLEDOT
07 HAY DAY TENCENT
08 CANDY CRUSH SAGA ACTIVISION BLIZZARD
09 AIRPORT SECURITY KWALEE
10 FILL THE FRIDGE TAKE TWO INTERACTIVE
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE.
GERMANY
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: DOWNLOADS
JAN
2023
84
01 TIKTOK BYTEDANCE
02 TINDER MATCH GROUP
03 DISNEY+ DISNEY
04 DAZN DAZN GROUP
05 GOOGLE ONE GOOGLE
06 YOUTUBE GOOGLE
07 BUMBLE APP BUMBLE
08 LOVOO PROSIEBENSAT.1 MEDIA
09 CRUNCHYROLL SONY
10 TWITCH AMAZON
01 COIN MASTER MOON ACTIVE
02 GARDENSCAPES - NEW ACRES PLAYRIX
03 STATE OF SURVIVAL FUNPLUS
04 CLASH OF CLANS TENCENT
05 CANDY CRUSH SAGA ACTIVISION BLIZZARD
06 FISHDOM: DEEP DIVE PLAYRIX
07 HOMESCAPES PLAYRIX
08 PUBG MOBILE TENCENT
09 POKÉMON GO NIANTIC
10 EMPIRES & PUZZLES TAKE TWO INTERACTIVE
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES,
AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING.
GERMANY
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: CONSUMER SPEND
JAN
2023
ECOMMERCE
86
100.0% 100.0% 60.9% 51.9% 93.3% 94.7% [N/A] [N/A]
99.3% 99.7% 61.7% 57.4% 31.3% 31.0% 58.2% 56.6%
99.5% 59.6% 31.1% 57.4%
100.0% 56.5% 94.0% [N/A]
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
MADE A DIGITAL
PAYMENT (PAST YEAR)
MADE A PURCHASE USING A MOBILE
PHONE OR THE INTERNET (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO SEND MONEY (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO PAY BILLS (PAST YEAR)
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
ACCOUNT WITH A
FINANCIAL INSTITUTION
CREDIT CARD
OWNERSHIP
DEBIT CARD
OWNERSHIP
MOBILE MONEY ACCOUNT
(E.G. MPESA, GCASH)
SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE,
NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY.
GERMANY
PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE
FINANCIAL INCLUSION FACTORS
JAN
2023
87
43.0% 16.1% 15.0% 34.5% 12.8%
+3.1% (+130 BPS) +5.9% (+90 BPS) +9.5% (+130 BPS) +5.2% (+170 BPS) +16.4% (+180 BPS)
PURCHASED A PRODUCT
OR SERVICE ONLINE
ORDERED GROCERIES
VIA AN ONLINE STORE
BOUGHT A SECOND-HAND
ITEM VIA AN ONLINE STORE
USED AN ONLINE PRICE
COMPARISON SERVICE
USED A BUY NOW,
PAY LATER SERVICE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES
REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS
POINTS).
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
JAN
2023
88
59.2%
44.5%
39.4%
31.8%
29.2%
28.2%
25.2%
23.2%
20.0%
15.5%
13.9%
10.3%
9.6%
9.4%
6.3%
FREE DELIVERY
COUPONS AND DISCOUNTS
EASY RETURNS POLICY
REVIEWS FROM OTHER CUSTOMERS
FAST, EASY ONLINE CHECKOUT
NEXT-DAY DELIVERY
LOYALTY POINTS
“GUEST” CHECK-OUT
PRODUCT OR COMPANY IS ECO-FRIENDLY
INTEREST-FREE PAYMENTS
“LIKES” OR GOOD COMMENTS ON SOCIAL
EXCLUSIVE CONTENT OR SERVICES
“CLICK AND COLLECT”
ENTRY INTO COMPETITIONS
SOCIAL MEDIA “BUY” BUTTONS
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS
JAN
2023
89
67.22 $115.5 $1,719 41.4%
MILLION BILLION
+4.1% (+2.6 MILLION) -9.4% (-$12 BILLION) -12.9% (-$255) +2.0% (+81 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA THE INTERNET
ESTIMATED TOTAL ANNUAL
SPEND ON ONLINE CONSUMER
GOODS PURCHASES (USD, 2022)
AVERAGE ANNUAL REVENUE
PER CONSUMER GOODS
ECOMMERCE USER (USD, 2022)
SHARE OF 2022 CONSUMER GOODS
ECOMMERCE SPEND ATTRIBUTABLE TO
PURCHASES MADE VIA MOBILE PHONES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER
HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY)
OVERVIEW OF CONSUMER GOODS ECOMMERCE
JAN
2023
90
$14.62 $5.27 $3.17 $5.74
BILLION BILLION BILLION BILLION
-5.2% (-$800 MILLION) +13.6% (+$630 MILLION) +0.4% (+$13 MILLION) -9.7% (-$617 MILLION)
$32.69 $19.73 $17.29 $17.03
BILLION BILLION BILLION BILLION
-4.9% (-$1.7 BILLION) -19.6% (-$4.8 BILLION) -6.2% (-$1.2 BILLION) -17.2% (-$3.5 BILLION)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT
INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022)
ECOMMERCE: CONSUMER GOODS CATEGORIES
JAN
2023
91
11 MEDIA MARKT 20
12 PC 18
13 AIR FORCE 18
14 JORDAN 1 16
15 IPHONE 13 16
16 KAUFLAND 15
17 ADVENTSKALENDER 15
18 OTTO 15
19 LIDL 15
20 OBI 14
01 NIKE 100
02 AMAZON 80
03 SCHUHE 54
04 SAMSUNG 52
05 ADIDAS 44
06 LEGO 38
07 JORDAN 38
08 EBAY 37
09 IKEA 30
10 DM 20
# SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY
SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING
ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GERMANY
SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022
TOP GOOGLE SHOPPING SEARCHES
JAN
2023
92
29% 14% 34% 4% 19%
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO DIGITAL
AND MOBILE WALLETS
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO DEBIT
AND CREDIT CARDS
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO
BANK TRANSFERS
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO
CASH-ON-DELIVERY
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO OTHER
PAYMENT METHODS
SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021.
GERMANY
PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD
PAYMENT METHODS USED FOR ECOMMERCE
JAN
2023
93
$11.36 $24.70 $2.64 $490.1
BILLION BILLION BILLION MILLION
+195% (+$7.5 BILLION) +44.2% (+$7.6 BILLION) +48.8% (+$866 MILLION) +23.0% (+$91 MILLION)
$13.84 $2.77 $1.77 $438.1
BILLION BILLION BILLION MILLION
+87.7% (+$6.5 BILLION) +15.9% (+$379 MILLION) -5.0% (-$94 MILLION) +56.6% (+$158 MILLION)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN
U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS,
FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022)
ONLINE TRAVEL AND TOURISM
JAN
2023
94
7.9% 10.0% 6.6% 6.2% 8.9%
+3.9% (+30 BPS) +2.0% (+20 BPS) [UNCHANGED] +6.9% (+40 BPS) -3.3% (-30 BPS)
45.5% 31.9% 8.2% 9.6% 9.3%
+6.3% (+270 BPS) +8.1% (+240 BPS) +5.1% (+40 BPS) +7.9% (+70 BPS) +8.1% (+70 BPS)
MOVIE OR TV
DOWNLOAD
MUSIC
DOWNLOAD
NEWS
SERVICE
SUBSCRIPTION TO AN
ONLINE MAGAZINE
DIGITAL BOOKS
AND E-BOOKS
MOVIE OR TV
STREAMING SERVICE
MUSIC STREAMING
SERVICE
MOBILE
APP
MOBILE
GAME
MOBILE APP IN-
APP PURCHASES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH
TYPES OF DIGITAL CONTENT PURCHASED
JAN
2023
95
$10.18 $4.61 $3.92 $769.0 $875.4
BILLION BILLION BILLION MILLION MILLION
-0.9% (-$90 MILLION) +5.5% (+$242 MILLION) -2.5% (-$101 MILLION) -14.6% (-$131 MILLION) -10.4% (-$102 MILLION)
TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA
OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS)
DIGITAL MEDIA SPEND
JAN
2023
96
26.09 +1.1% $7.00 +0.3% $268
MILLION +283 THOUSAND BILLION +$23 MILLION -0.8% (-$2.10)
NUMBER OF PEOPLE
ORDERING FOOD DELIVERY
VIA ONLINE PLATFORMS
YEAR-ON-YEAR CHANGE IN
THE NUMBER OF ONLINE
FOOD DELIVERY USERS
TOTAL ANNUAL VALUE OF
ONLINE FOOD DELIVERY
ORDERS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF ONLINE
FOOD DELIVERY ORDERS
AVERAGE ANNUAL VALUE
OF ONLINE FOOD DELIVERY
ORDERS PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS
THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN
U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GERMANY
HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES
ONLINE MEAL DELIVERY OVERVIEW
JAN
2023
97
35.00 -4.3% $2.10 +3.1% $59.94
MILLION -1.6 MILLION BILLION +$63 MILLION +7.7% (+$4.31)
NUMBER OF PEOPLE
USING E-HEALTH
DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
E-HEALTH USERS
TOTAL ANNUAL VALUE
OF THE E-HEALTH
MARKET (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF THE
E-HEALTH MARKET
AVERAGE ANNUAL
SPEND ON E-HEALTH
PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET,
AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING
HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.
GERMANY
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES
E-HEALTH OVERVIEW
JAN
2023
98
34.44 +5.1% $1.75 -5.6% $50.76
MILLION +1.7 MILLION BILLION -$103 MILLION -10.1% (-$5.71)
NUMBER OF PEOPLE USING
DIGITAL FITNESS & WELL-
BEING DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF DIGITAL
FITNESS & WELL-BEING USERS
TOTAL ANNUAL VALUE OF
THE DIGITAL FITNESS & WELL-
BEING MARKET (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF THE DIGITAL
FITNESS & WELL-BEING MARKET
AVERAGE ANNUAL SPEND
ON DIGITAL FITNESS & WELL-
BEING PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT
TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING
APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.
GERMANY
HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES
DIGITAL FITNESS & WELL-BEING OVERVIEW
JAN
2023
Digital 2023 Germany (February 2023) v01
Digital 2023 Germany (February 2023) v01
Digital 2023 Germany (February 2023) v01
Digital 2023 Germany (February 2023) v01
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  • 3. GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
  • 4. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
  • 5. ! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
  • 7. 7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023
  • 8. 8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023
  • 9. 9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023
  • 10. 10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023
  • 11. 11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023
  • 12. 12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023
  • 13. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
  • 14. Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reflecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT
  • 15. Meltwater Insights Our 2023 Marketing Trends guide provides a glimpse at what the next generation of digital marketing has to offer. Global Overview Thanks in part to Gen-Z’s love of subtitles, closed-captions are now a regular sight in short-form video content across the internet. Social platforms are continuing to invest in those and other accessibility features, but there’s still a long way to go. A 2022 Business Disability Forum survey of disabled consumers found that 42% of respondents couldn’t complete an online purchase because of inaccessible websites or apps. Short-form video is here to stay. And though what qualifies as “short” varies, easily- digestible video content remains a priority for social platforms. Marketers: Now is the time to embrace short-form video and experiment with length and new platform features, especially as social commerce gains even more traction in 2023. The death of third-party cookies is imminent. Until then, marketers need to spend 2023 overhauling their performance metrics. Expect widespread shifts to gathering first- party data and using contextual marketing. Understanding who your audience is, where they are active online, and how they interact with your brand across the web is going to be an important part of strategy building in 2023 and beyond. Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility Want to make the most of rising marketing trends? Download our 2023 Marketing Trends guide. PARTNER CONTENT
  • 17. 17 83.31 119.6 77.53 70.90 MILLION MILLION MILLION MILLION 77.7% 143.6% 93.1% 85.1% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. GERMANY OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 18. 18 -0.1% +0.5% -0.09% [N/A] -114 THOUSAND +562 THOUSAND -67 THOUSAND [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. GERMANY CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023
  • 19. Meltwater Insights The people, topics, and trends driving conversation in Germany Spotlight on Digital Culture Top Metaverse Fashion Keyword “Community” Meltwater, 2022 Discover how to unlock insights relevant to your organization with Meltwater. Top Instagram Trend Reels Meltwater, 2022 Top 2023 Marketing Trend TikTok for Business Meltwater, 2022 Top Influencer Campaign Platform Instagram Klear, 2021 Top Metaverse Hashtag #nft Meltwater, 2022 # PARTNER CONTENT
  • 20. WE ARE SOCIAL GERMANY Reddit Germany just turned 1 year old, and is already seeing great success. An average of 27 minutes per day is spent on the platform, which is more than Snap, Twitter or Pinterest. The user base increased by 15% since last year, with communities such as r/ich_iel or r/Arbeitsleben proving especially popular. Notably, Reddit is considered a go-to place for Germans to learn more about brands, compared to other platforms. Brands such as Nintendo DE and Telekom are already using the platform for advertising. Brands should not neglect untapped digital communities, as they present opportunities to reach new audiences in unexpected ways. READ IT ON REDDIT Germany has recently overtaken the UK as the biggest European market for NFL entertainment, as 770,000 German fans sought to buy tickets in July 2022. With American football now second in line to football, fans are exploring alternatives. In parallel to controversy driving increased calls for a boycott of the World Cup in Qatar, female football games are starting to break records. As the FIFA Women's Football World Cup takes place in 2023, interest among women may continue to rise. Brands should look beyond the most dominant sports and seize opportunities in sporting domains amongst audiences previously overlooked. Social media detoxes are not a new concept. However, in 2022 the hashtag #digitalrestingpoint garnered a lot of attention. The aim of this content is to provide a momentary break from mindless scrolling, with some creators using TikTok’s #restpoint hashtag to reminding others to rest their eyes or drink water. It is a balancing act between the constant connection of social media, connectivity and the mindful movement of digital health or hygiene. Work with creators to support digital health, by creating or drawing attention to visual and emotionally relaxing content. SPORTS REVISITED DIGITAL MINDFULNESS FOR GERMAN BRANDS IT WILL BE IMPORTANT TO LEARN THE DIFFERENT HANDWRITINGS OF NEW PLATFORMS AND CULTURAL SHIFTS. GUIDING A VALUE-DRIVEN DIALOGUE FIND OUT MORE ON wearesocial.com/de > PARTNER CONTENT
  • 22. 22 77.7% 239.0 99.0% 99.0% 99.0% 83.31 50.7% 49.3% -0.1% 44.9 MILLION -114 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. GERMANY DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023
  • 23. 23 81.6 M 81.8 M 82.0 M 82.2 M 82.5 M 82.8 M 83.0 M 83.3 M 83.4 M 83.4 M 83.3 M +0.2% +0.3% +0.3% +0.4% +0.3% +0.3% +0.3% +0.1% +0.04% -0.1% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. GERMANY TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL
  • 24. 24 12.4% 12.8% 12.8% 15.6% 22.6% 83.31 4.7% 7.5% 4.5% 7.2% MILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. GERMANY SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023
  • 25. 25 35.1% 33.1% 28.1% 11.8% 4.1% -3.8% (-140 BPS) +18.2% (+510 BPS) +13.3% (+330 BPS) +11.3% (+120 BPS) +24.2% (+80 BPS) 95.6% 95.2% 2.5% 76.7% 51.8% [UNCHANGED] +0.1% (+10 BPS) -7.4% (-20 BPS) -7.4% (-610 BPS) -2.1% (-110 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023
  • 26. 26 1H 20M 1H 31M 0H 46M 0H 51M +19.4% (+13 MINS) +1.1% (+1 MIN) +35.3% (+12 MINS) +8.5% (+4 MINS) 5H 12M 3H 32M 1H 41M 1H 38M -3.1% (-10 MINS) +6.0% (+12 MINS) +13.5% (+12 MINS) +22.5% (+18 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. GERMANY THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023
  • 28. 28 77.53 93.1% -0.09% 5H 12M 88.7% MILLION YOY: +0.1% (+5 BPS) -67 THOUSAND -3.1% (-10 MINS) +1.4% (+120 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. GERMANY ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023
  • 29. 29 69.9 M 71.7 M 72.8 M 74.7 M 75.4 M 77.3 M 78.0 M 79.1 M 76.9 M 77.6 M 77.5 M +2.5% +1.6% +2.5% +1.0% +2.5% +0.9% +1.4% -2.8% +0.9% -0.09% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. GERMANY INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL
  • 30. 30 76.31 74.84 79.13 MILLION MILLION MILLION 91.6% 89.8% 95.0% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. GERMANY INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023
  • 31. 31 93.1% 100.0% 100.0% 99.2% 0.2% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. GERMANY ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023
  • 32. 32 5H 12M 2H 29M 2H 43M 47.8% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023
  • 33. 33 69.0% 56.4% 55.9% 54.9% 54.8% 53.6% 48.1% 45.8% 45.5% 44.8% 38.5% 33.4% 27.7% 25.8% 25.1% FINDING INFORMATION KEEPING UP-TO-DATE WITH NEWS AND EVENTS STAYING IN TOUCH WITH FRIENDS AND FAMILY RESEARCHING PRODUCTS AND BRANDS RESEARCHING HOW TO DO THINGS FILLING UP SPARE TIME AND GENERAL BROWSING RESEARCHING PLACES, VACATIONS, AND TRAVEL FINDING NEW IDEAS OR INSPIRATION WATCHING VIDEOS, TV SHOWS, OR MOVIES ACCESSING AND LISTENING TO MUSIC RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS MANAGING FINANCES AND SAVINGS EDUCATION AND STUDY-RELATED PURPOSES ORGANISING YOUR DAY-TO-DAY LIFE GAMING SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023
  • 34. 34 72.3% 28.3% 38.5% 15.5% 18.1% -8.9% (-710 BPS) -6.6% (-200 BPS) +2.9% (+110 BPS) +4.7% (+70 BPS) -1.6% (-30 BPS) 88.7% 77.9% 88.2% 1.6% 45.1% +1.4% (+120 BPS) -7.8% (-660 BPS) +1.4% (+120 BPS) -15.8% (-30 BPS) -1.1% (-50 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023
  • 35. 35 56.18 +10.1% 80.69 +20.2% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. GERMANY MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023
  • 36. 36 46.30% 51.31% 2.35% 0.04% +16.4% (+652 BPS) -11.0% (-632 BPS) -7.1% (-18 BPS) -33.3% (-2 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023
  • 37. 37 5.7% 9.5% 21.9% 20.4% 28.8% 35.0% 31.6% 42.3% 41.4% 39.8% 46.3% +67.1% +131% -6.9% +41.1% +21.4% -9.8% +34.0% -2.1% -3.9% +16.4% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). GERMANY PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL
  • 38. 38 4.30% 4.74% 0.36% 0.91% +3.1% (+13 BPS) +2.8% (+13 BPS) +12.5% (+4 BPS) -27.8% (-35 BPS) 47.57% 24.27% 7.64% 10.21% -1.9% (-93 BPS) +11.8% (+256 BPS) +6.6% (+47 BPS) -16.7% (-205 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023
  • 39. 39 11 REDDIT.COM 185 M 56.0 M 17M 09S 2.7 12 BILD.DE 182 M 27.6 M 13M 51S 3.6 13 INSTAGRAM.COM 178 M 61.2 M 18M 06S 2.3 14 SPIEGEL.DE 164 M 26.9 M 19M 37S 2.5 15 EBAY-KLEINANZEIGEN.DE 139 M 43.3 M 17M 38S 8.0 16 PAYPAL.COM 129 M 58.4 M 4M 18S 3.2 17 EBAY.DE 127 M 47.3 M 14M 24S 5.6 18 XVIDEOS.COM 126 M 30.9 M 14M 28S 9.1 19 TIKTOK.COM 124 M 46.4 M 9M 15S 2.0 20 N-TV.DE 119 M 17.5 M 18M 51S 3.0 01 YOUTUBE.COM 3.32 B 238 M 36M 10S 6.0 02 GOOGLE.COM 3.07 B 290 M 22M 36S 3.6 03 AMAZON.DE 396 M 110 M 13M 31S 5.6 04 FACEBOOK.COM 366 M 85.0 M 24M 29S 2.9 05 PORNHUB.COM 355 M 69.3 M 12M 15S 8.7 06 WIKIPEDIA.ORG 343 M 97.7 M 11M 23S 2.0 07 GOOGLE.DE 308 M 51.0 M 17M 58S 4.2 08 ANIWORLD.TO 283 M 25.9 M 40M 49S 5.5 09 TWITTER.COM 209 M 64.2 M 24M 02S 1.8 10 XHAMSTER.COM 190 M 44.0 M 16M 08S 8.1 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022 TOP WEBSITES: SEMRUSH RANKING JAN 2023
  • 40. 40 11 INSTAGRAM.COM 142 M 27.8 M 6M 29S 10.8 12 TWITTER.COM 130 M 24.8 M 9M 55S 9.2 13 WEB.DE 127 M 12.4 M 6M 00S 7.8 14 TAGESSCHAU.DE 116 M 19.9 M 4M 29S 3.2 15 N-TV.DE 113 M 18.0 M 3M 08S 2.8 16 PORNHUB.COM 106 M 14.0 M 9M 22S 10.9 17 GMX.NET 98.5 M 7.87 M 5M 57S 7.9 18 PAYPAL.COM 90.0 M 29.9 M 2M 58S 5.0 19 SPIEGEL.DE 85.0 M 17.3 M 2M 46S 1.9 10 XHAMSTER.COM 84.1 M 10.5 M 0M 18S 15.6 01 GOOGLE.COM 2.55 B 87.1 M 10M 25S 8.5 02 YOUTUBE.COM 1.03 B 57.6 M 20M 58S 10.8 03 FACEBOOK.COM 435 M 45.0 M 7M 04S 9.3 04 GOOGLE.DE 426 M 32.5 M 8M 29S 7.1 05 AMAZON.DE 380 M 56.1 M 7M 04S 12.2 06 WIKIPEDIA.ORG 253 M 43.3 M 3M 56S 3.4 07 BILD.DE 187 M 19.8 M 4M 46S 3.3 08 EBAY.DE 158 M 30.6 M 8M 01S 8.4 09 T-ONLINE.DE 153 M 20.2 M 7M 07S 5.4 10 EBAY-KLEINANZEIGEN.DE 147 M 24.9 M 9M 09S 11.0 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISITS” AND “UNIQUE VISITORS” REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. GERMANY SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022 TOP WEBSITES: SIMILARWEB RANKING JAN 2023
  • 41. 41 0.03% 0.95% 0.01% 1.46% [UNCHANGED] -4.0% (-4 BPS) [N/A] -15.6% (-27 BPS) 89.59% 6.48% 0.92% 0.56% -1.0% (-93 BPS) +13.7% (+78 BPS) +31.4% (+22 BPS) +69.7% (+23 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023
  • 42. 42 11 EBAY KLEINANZEIGEN 18 12 UKRAINE 18 13 SPARKASSE 17 14 BUNDESLIGA 16 15 WM 14 16 MAPS 14 17 NACHRICHTEN 12 18 IKEA 12 19 INSTAGRAM 11 20 DHL 10 01 WETTER 100 02 GOOGLE 42 03 AMAZON 39 04 CORONA 32 05 BILD 32 06 EBAY 28 07 YOUTUBE 28 08 ÜBERSETZER 25 09 NEWS 21 10 FACEBOOK 19 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. GERMANY QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SEARCHES JAN 2023
  • 43. 43 17.6% 31.0% 10.7% 29.2% [UNCHANGED] +11.5% (+320 BPS) +28.9% (+240 BPS) [UNCHANGED] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023
  • 44. 44 15.8% 15.0% 9.9% 17.1% 15.5% -1.3% (-20 BPS) +7.1% (+100 BPS) +3.1% (+30 BPS) -5.0% (-90 BPS) +10.7% (+150 BPS) 85.7% 33.5% 21.6% 24.0% 17.8% +12.6% (+960 BPS) -4.6% (-160 BPS) +7.5% (+150 BPS) +3.0% (+70 BPS) -3.3% (-60 BPS) EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023
  • 45. 45 86.1% 88.2% 1H 19M 37.3% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023
  • 46. 46 40.2% 26.5% 20.8% 13.9% +7.2% (+270 BPS) -2.9% (-80 BPS) +14.9% (+270 BPS) +3.7% (+50 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023
  • 47. 47 20.0% 7.3% 4.3% 4.4% -4.8% (-100 BPS) +2.8% (+20 BPS) +10.3% (+40 BPS) +10.0% (+40 BPS) 74.6% 50.3% 35.1% 30.8% +0.7% (+50 BPS) +0.4% (+20 BPS) -8.1% (-310 BPS) -4.0% (-130 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023
  • 48. 48 $666.2 $797.0 $789.3 $819.0 MILLION MILLION MILLION MILLION +0.8% (+$5.6 MILLION) -7.0% (-$60 MILLION) +2.1% (+$16 MILLION) +0.9% (+$7.5 MILLION) 13.57 $6.62 $2.17 $1.38 MILLION BILLION BILLION BILLION +19.5% (+2.2 MILLION) +0.5% (+$31 MILLION) +1.6% (+$35 MILLION) +2.1% (+$28 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. GERMANY VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023
  • 49. 49 $129 $148 $92.01 $129 -24.4% (-$41.80) -34.1% (-$76.60) -23.1% (-$27.69) -24.6% (-$42.00) 31.6% $488 $407 $157 +19.0% (+506 BPS) -16.0% (-$92.60) -23.7% (-$127) -23.2% (-$47.60) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. GERMANY AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023
  • 50. 50 37.2% 25.5% 9.0% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023
  • 51. 51 19.8% 38.6% 38.7% 52.5% 31.8% COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023
  • 53. ! CORRECTIONS IN SOCIAL MEDIA USER NUMBERS Over recent months, the data sources that we use to calculate social media user numbers in each country have made significant revisions to their underlying numbers. As a result, we are currently unable to provide data for the change in social media users over time. Because of these changes, readers should not compare social media user numbers published in this report with similar figures published in previous reports in the Global Digital Reports series, because any such comparisons will deliver inaccurate data and misleading trends. Furthermore, please note that the social media user numbers published in this report may appear to be significantly lower than the figures published in previous reports in this series. However, any such differences are the result of “corrections” in source data published by social media platforms, and our analysis of various data sources confirms that there has been no discernible drop in social media use in any of the countries that we track. As a result, readers should not interpret any negative differences between the numbers published in this report versus previous reports as a decline in social media use, because these differences are due to corrections in source methodologies and data reporting approaches, and do not representachangeinactualusernumbers.Please read our comprehensive notes on data for more details: https://datareportal.com/notes-on-data
  • 54. 54 1H 41M 5.3 50.3% 49.7% 70.90 85.1% 89.9% 91.4% MILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. GERMANY HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023
  • 55. 55 1.5% 1.6% 9.5% 10.9% 13.3% 13.8% 10.4% 9.8% 7.4% 6.8% 5.2% 4.8% 2.5% 2.5% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. GERMANY SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE JAN 2023 DATAREPORTAL
  • 56. 56 45.7% 37.9% 31.6% 26.2% 24.5% 19.1% 18.9% 18.6% 17.9% 17.5% 15.9% 15.4% 14.9% 14.1% 12.5% KEEPING IN TOUCH WITH FRIENDS AND FAMILY READING NEWS STORIES FILLING SPARE TIME FINDING CONTENT (E.G. VIDEOS) FINDING INSPIRATION FOR THINGS TO DO AND BUY FINDING PRODUCTS TO PURCHASE SEEING WHAT’S BEING TALKED ABOUT FINDING LIKE-MINDED COMMUNITIES MAKING NEW CONTACTS SHARING AND DISCUSSING OPINIONS POSTING ABOUT YOUR LIFE AVOIDING MISSING OUT (FOMO) FOLLOWING CELEBRITIES OR INFLUENCERS WATCHING OR FOLLOWING SPORTS SEEING CONTENT FROM BRANDS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. GERMANY PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023
  • 57. 57 82.0% 61.0% 57.3% 37.3% 33.6% 29.0% 21.7% 21.3% 20.6% 14.5% 13.4% 13.3% 13.2% 11.7% 10.4% WHATSAPP FACEBOOK INSTAGRAM FB MESSENGER TIKTOK PINTEREST TWITTER TELEGRAM SNAPCHAT SKYPE IMESSAGE LINKEDIN XING SIGNAL DISCORD SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 58. 58 40.1% 17.0% 13.1% 7.2% 2.4% 2.0% 2.0% 1.2% 1.2% 1.2% WHATSAPP INSTAGRAM FACEBOOK TIKTOK PINTEREST TELEGRAM TWITTER DISCORD FB MESSENGER SIGNAL SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. GERMANY PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 59. 59 11H 00M 10H 48M 23H 42M 10H 36M 8H 30M PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH -3.5% (-24 MINS) -4.4% (-30 MINS) +0.4% (+6 MINS) -3.6% (-24 MINS) [UNCHANGED] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE WHATSAPP YOUTUBE TIKTOK FACEBOOK INSTAGRAM SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS. GERMANY AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP TIME SPENT USING SOCIAL MEDIA APPS JAN 2023
  • 60. 60 5.3% 4.6% 4.7% 7.7% +1.9% (+10 BPS) +4.5% (+20 BPS) +2.2% (+10 BPS) +4.1% (+30 BPS) 51.4% 31.0% 10.6% 7.6% +8.2% (+390 BPS) +11.5% (+320 BPS) -5.4% (-60 BPS) -9.5% (-80 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023
  • 61. 61 45.7% 25.9% 23.3% 19.0% 17.8% 17.6% 16.8% 15.5% 15.2% 14.5% 14.3% 13.4% 12.2% 11.9% 11.6% FRIENDS, FAMILY, AND PEOPLE YOU KNOW BANDS, SINGERS, OR MUSICIANS ACTORS, COMEDIANS, OR OTHER PERFORMERS INFLUENCERS OR OTHER EXPERTS SPORTS PEOPLE AND TEAMS BRANDS YOU PURCHASE TV SHOWS OR CHANNELS RESTAURANTS, CHEFS, OR FOODIES ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS EVENTS YOU’RE ATTENDING BRANDS YOU’RE CONSIDERING PURCHASING WILDLIFE ORGANISATIONS OR ANIMALS JOURNALISTS OR NEWS COMPANIES MAGAZINES OR PUBLICATIONS YOU READ FITNESS EXPERTS OR ORGANISATIONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023
  • 62. 62 2.23% 2.72% 1.16% 0.12% 0.29% +7.7% (+16 BPS) -48.0% (-251 BPS) +132.0% (+66 BPS) -7.7% (-1 BP) +31.8% (+7 BPS) 58.84% 7.37% 13.69% 9.62% 3.96% -17.6% (-1,259 BPS) +39.8% (+210 BPS) +219.9% (+941 BPS) +22.7% (+178 BPS) +30.7% (+93 BPS) FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE) WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN 2023
  • 64. 64 31.6% 33.5% 50.4% 49.6% 24.50 29.4% -2.0% -4.9% MILLION -500 THOUSAND -1.3 MILLION 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 65. 65 2.26 14.18% 10.30% 75.48% 0.04% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN 2023
  • 66. 66 0.06% 0.18% 0.15% 0.03% 0.18% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS JAN 2023
  • 67. 67 62.40 89.9% 50.3% 49.7% MILLION 70.90 85.1% 91.4% -2.3% MILLION -1.7 MILLION POTENTIAL REACH OF ADS ON YOUTUBE YOUTUBE AD REACH vs. TOTAL POPULATION YOUTUBE AD REACH vs. TOTAL INTERNET USERS YEAR-ON-YEAR CHANGE IN REPORTED YOUTUBE AD REACH YOUTUBE’S ADVERTISING REACH: USERS AGED 18+ YOUTUBE’S AD REACH AGE 18+ vs. TOTAL POPULATION AGE 18+ FEMALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ MALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE YOUTUBE: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 68. 68 01 MUSIC 100 02 MUSIK 71 03 MINECRAFT 56 04 ASMR 55 05 SONGS 52 06 DOKU 50 07 TIKTOK 39 08 FORTNITE 38 09 PALUTEN 33 10 7 VS WILD 32 11 WORKOUT 32 12 WELT 30 13 ZADRUGA 27 14 UKRAINE 27 15 ROBLOX 27 16 ICRIMAX 25 17 HÖRSPIEL 21 18 KINDERLIEDER 20 19 MAX 19 20 POKEMON 18 # SEARCH QUERY INDEX # SEARCH QUERY INDEX SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. GERMANY QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP YOUTUBE SEARCHES JAN 2023
  • 69. 69 35.4% 37.5% 50.4% 49.6% 27.45 32.9% -2.7% -8.0% MILLION -750 THOUSAND -2.4 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN REPORTED INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 70. 70 26.6% 29.7% 51.0% 49.0% 20.65 24.8% +39.0% +21.5% MILLION +5.8 MILLION +3.7 MILLION 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TIKTOK AD REACH SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. GERMANY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 71. 71 18.3% 19.3% 50.5% 49.5% 14.15 17.0% -2.4% -1.4% MILLION -350 THOUSAND -200 THOUSAND 90 MESSENGER AD REACH vs. TOTAL INTERNET USERS MESSENGER AD REACH vs. POPULATION AGED 13+ FEMALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH MALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH TOTAL POTENTIAL REACH OF ADS ON MESSENGER MESSENGER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED MESSENGER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED MESSENGER AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER MESSENGER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 72. 72 19.3% 21.6% 38.8% 61.2% 15.00 18.0% +7.1% +15.4% MILLION +1.0 MILLION +2.0 MILLION 90 LINKEDIN AD REACH vs. TOTAL INTERNET USERS LINKEDIN AD REACH vs. POPULATION AGED 18+ FEMALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH MALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH TOTAL POTENTIAL REACH OF ADS ON LINKEDIN LINKEDIN AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED LINKEDIN AD REACH YEAR-ON-YEAR CHANGE IN REPORTED LINKEDIN AD REACH SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 73. 73 22.5% 23.8% 55.3% 44.3% 17.45 20.9% +8.0% +14.1% MILLION +1.3 MILLION +2.2 MILLION 90 SNAPCHAT AD REACH vs. TOTAL INTERNET USERS SNAPCHAT AD REACH vs. POPULATION AGED 13+ FEMALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* MALE SNAPCHAT AD REACH vs. TOTAL SNAPCHAT AD REACH* TOTAL POTENTIAL REACH OF ADS ON SNAPCHAT SNAPCHAT AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED SNAPCHAT AD REACH YEAR-ON-YEAR CHANGE IN REPORTED SNAPCHAT AD REACH SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 74. 74 18.2% 19.3% 27.9% 72.1% 14.10 16.9% +23.1% +81.9% MILLION +2.7 MILLION +6.4 MILLION 90 TWITTER AD REACH vs. TOTAL INTERNET USERS TWITTER AD REACH vs. POPULATION AGED 13+ FEMALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH MALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH TOTAL POTENTIAL REACH OF ADS ON TWITTER TWITTER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TWITTER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TWITTER AD REACH SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER TWITTER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 75. 75 20.5% 21.7% 78.4% 16.7% 15.88 19.1% -0.9% +5.0% MILLION -145 THOUSAND +760 THOUSAND 90 PINTEREST AD REACH vs. TOTAL INTERNET USERS PINTEREST AD REACH vs. POPULATION AGED 13+ FEMALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH MALE PINTEREST AD REACH vs. TOTAL PINTEREST AD REACH TOTAL POTENTIAL REACH OF ADS ON PINTEREST PINTEREST AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED PINTEREST AD REACH YEAR-ON-YEAR CHANGE IN REPORTED PINTEREST AD REACH SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. GERMANY THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST PINTEREST: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 77. 77 119.6 143.6% +0.5% 97.3% MILLION +562 THOUSAND NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. GERMANY USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023
  • 78. 78 113 M 114 M 115 M 117 M 119 M 120 M 120 M 121 M 120 M +0.9% +0.9% +1.4% +2.0% +1.1% +0.06% +0.8% -1.4% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. GERMANY NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL
  • 79. 79 $122 2.96% $2.67 0.06% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. GERMANY THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023
  • 80. 80 57.00% 42.22% 0.74% 0% 0.04% -4.3% (-258 BPS) +6.9% (+271 BPS) -14.0% (-12 BPS) [N/A] -20.0% (-1 BP) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GERMANY PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023
  • 81. 81 3H 36M 2.24 +1.2% $3.71 -6.6% +6.9% (+14 MINS) BILLION +26 MILLION BILLION -$264 MILLION AVERAGE TIME THAT EACH USER SPENDS USING A SMARTPHONE EACH DAY TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. GERMANY HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023
  • 82. 82 01 WHATSAPP META 02 FACEBOOK META 03 COVPASS ROBERT KOCH-INSTITUT 04 AMAZON AMAZON 05 INSTAGRAM META 06 CORONA-WARN-APP ROBERT KOCH-INSTITUT 07 FACEBOOK MESSENGER META 08 EBAY KLEINANZEIGEN ADEVINTA 09 SPOTIFY SPOTIFY 10 TIKTOK BYTEDANCE 01 ROBLOX ROBLOX 02 SUBWAY SURFERS SYBO 03 CANDY CRUSH SAGA ACTIVISION BLIZZARD 04 POKÉMON GO NIANTIC 05 CLASH ROYALE TENCENT 06 CLASH OF CLANS TENCENT 07 BRAWL STARS TENCENT 08 HAY DAY TENCENT 09 COIN MASTER MOON ACTIVE 10 HOMESCAPES PLAYRIX # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). GERMANY MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023
  • 83. 83 01 PAYPAL PAYPAL 02 WHATSAPP META 03 TIKTOK BYTEDANCE 04 DB NAVIGATOR DEUTSCHE BAHN 05 VR BANKING - DEINE MOBILE BANK FIDUCIA & GAD IT 06 INSTAGRAM META 07 VR SECUREGO PLUS FIDUCIA & GAD IT 08 GOOGLE MAPS GOOGLE 09 EBAY KLEINANZEIGEN ADEVINTA 10 BEREAL BEREAL 01 STUMBLE GUYS KITKA GAMES 02 SUBWAY SURFERS SYBO 03 COUNT MASTERS AIBY 04 FISHDOM: DEEP DIVE PLAYRIX 05 ROBLOX ROBLOX 06 WOODOKU TRIPLEDOT 07 HAY DAY TENCENT 08 CANDY CRUSH SAGA ACTIVISION BLIZZARD 09 AIRPORT SECURITY KWALEE 10 FILL THE FRIDGE TAKE TWO INTERACTIVE # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. GERMANY RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023
  • 84. 84 01 TIKTOK BYTEDANCE 02 TINDER MATCH GROUP 03 DISNEY+ DISNEY 04 DAZN DAZN GROUP 05 GOOGLE ONE GOOGLE 06 YOUTUBE GOOGLE 07 BUMBLE APP BUMBLE 08 LOVOO PROSIEBENSAT.1 MEDIA 09 CRUNCHYROLL SONY 10 TWITCH AMAZON 01 COIN MASTER MOON ACTIVE 02 GARDENSCAPES - NEW ACRES PLAYRIX 03 STATE OF SURVIVAL FUNPLUS 04 CLASH OF CLANS TENCENT 05 CANDY CRUSH SAGA ACTIVISION BLIZZARD 06 FISHDOM: DEEP DIVE PLAYRIX 07 HOMESCAPES PLAYRIX 08 PUBG MOBILE TENCENT 09 POKÉMON GO NIANTIC 10 EMPIRES & PUZZLES TAKE TWO INTERACTIVE # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. GERMANY RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023
  • 86. 86 100.0% 100.0% 60.9% 51.9% 93.3% 94.7% [N/A] [N/A] 99.3% 99.7% 61.7% 57.4% 31.3% 31.0% 58.2% 56.6% 99.5% 59.6% 31.1% 57.4% 100.0% 56.5% 94.0% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. GERMANY PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023
  • 87. 87 43.0% 16.1% 15.0% 34.5% 12.8% +3.1% (+130 BPS) +5.9% (+90 BPS) +9.5% (+130 BPS) +5.2% (+170 BPS) +16.4% (+180 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023
  • 88. 88 59.2% 44.5% 39.4% 31.8% 29.2% 28.2% 25.2% 23.2% 20.0% 15.5% 13.9% 10.3% 9.6% 9.4% 6.3% FREE DELIVERY COUPONS AND DISCOUNTS EASY RETURNS POLICY REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY LOYALTY POINTS “GUEST” CHECK-OUT PRODUCT OR COMPANY IS ECO-FRIENDLY INTEREST-FREE PAYMENTS “LIKES” OR GOOD COMMENTS ON SOCIAL EXCLUSIVE CONTENT OR SERVICES “CLICK AND COLLECT” ENTRY INTO COMPETITIONS SOCIAL MEDIA “BUY” BUTTONS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023
  • 89. 89 67.22 $115.5 $1,719 41.4% MILLION BILLION +4.1% (+2.6 MILLION) -9.4% (-$12 BILLION) -12.9% (-$255) +2.0% (+81 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023
  • 90. 90 $14.62 $5.27 $3.17 $5.74 BILLION BILLION BILLION BILLION -5.2% (-$800 MILLION) +13.6% (+$630 MILLION) +0.4% (+$13 MILLION) -9.7% (-$617 MILLION) $32.69 $19.73 $17.29 $17.03 BILLION BILLION BILLION BILLION -4.9% (-$1.7 BILLION) -19.6% (-$4.8 BILLION) -6.2% (-$1.2 BILLION) -17.2% (-$3.5 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023
  • 91. 91 11 MEDIA MARKT 20 12 PC 18 13 AIR FORCE 18 14 JORDAN 1 16 15 IPHONE 13 16 16 KAUFLAND 15 17 ADVENTSKALENDER 15 18 OTTO 15 19 LIDL 15 20 OBI 14 01 NIKE 100 02 AMAZON 80 03 SCHUHE 54 04 SAMSUNG 52 05 ADIDAS 44 06 LEGO 38 07 JORDAN 38 08 EBAY 37 09 IKEA 30 10 DM 20 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. GERMANY SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SHOPPING SEARCHES JAN 2023
  • 92. 92 29% 14% 34% 4% 19% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. GERMANY PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023
  • 93. 93 $11.36 $24.70 $2.64 $490.1 BILLION BILLION BILLION MILLION +195% (+$7.5 BILLION) +44.2% (+$7.6 BILLION) +48.8% (+$866 MILLION) +23.0% (+$91 MILLION) $13.84 $2.77 $1.77 $438.1 BILLION BILLION BILLION MILLION +87.7% (+$6.5 BILLION) +15.9% (+$379 MILLION) -5.0% (-$94 MILLION) +56.6% (+$158 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023
  • 94. 94 7.9% 10.0% 6.6% 6.2% 8.9% +3.9% (+30 BPS) +2.0% (+20 BPS) [UNCHANGED] +6.9% (+40 BPS) -3.3% (-30 BPS) 45.5% 31.9% 8.2% 9.6% 9.3% +6.3% (+270 BPS) +8.1% (+240 BPS) +5.1% (+40 BPS) +7.9% (+70 BPS) +8.1% (+70 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023
  • 95. 95 $10.18 $4.61 $3.92 $769.0 $875.4 BILLION BILLION BILLION MILLION MILLION -0.9% (-$90 MILLION) +5.5% (+$242 MILLION) -2.5% (-$101 MILLION) -14.6% (-$131 MILLION) -10.4% (-$102 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023
  • 96. 96 26.09 +1.1% $7.00 +0.3% $268 MILLION +283 THOUSAND BILLION +$23 MILLION -0.8% (-$2.10) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GERMANY HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023
  • 97. 97 35.00 -4.3% $2.10 +3.1% $59.94 MILLION -1.6 MILLION BILLION +$63 MILLION +7.7% (+$4.31) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. GERMANY HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023
  • 98. 98 34.44 +5.1% $1.75 -5.6% $50.76 MILLION +1.7 MILLION BILLION -$103 MILLION -10.1% (-$5.71) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. GERMANY HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023