- The document provides an overview of internet usage in Germany, including demographics of users, activities performed online, and popular websites. It notes that over 40 million Germans use the internet, with broadband adoption and ecommerce especially popular. - Online advertising spending in Germany has grown significantly in recent years, increasing 29% in 2008 to over 3.7 billion Euros. Search and display ads are the largest formats, though embedded ads are generally preferred. - Germany's most visited websites include Google, GMX, T-Online, and Web.de for portals and mail services, Bild.de for news, and Facebook and YouTube for communities.

1. The German Market

2. We’re German! http://uk.youtube.com/watch?v=vuxghiwjgQc&NR=1

4. German Users

5. Internet – a mass medium 42.7m Germans use the internet ( 63.1% of the German population of 14 + years) Source: ARD-Online-Studie 1997; ARD/ZDF-Online-Studien 1998-2008

6. Users

7. Broadband 26.14 m Germans have a DSL connection at home Source: AGOF internet facts 2008-II, Basis: Onliner-WNK = 40,91 Mio.

8. Users Gender: Male Female Age Groups: 14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years or older Affinity Index Structure in % Source: AGOF internet facts 2008-II, TG: Onliner-WNK (Pot. 40,91 Mio.) Index vs. Total (Pot. 64,87 Mio.) There are proportionately more men online than women. 14-49 year olds use the internet more often than other age groups

9. Users

10. Users

11. Users

13. Users Source: AGOF internet facts 2008-II Basis: Total = 64,87 Mio. German users have a broad spectrum of interests

15. Users ECOMMERCE Internet usage has a great effect on shopping behaviour in Germany. Auction and price comparison websites are far more popular in Germany than the European average. 97.4% of all onliners have done product researche online. 85.5% of all onliners have purchased something online within the last year. The average German internet shopper spends approximately €521 and buys 10 items online in a six month period German e-shoppers buy far more books, electrical goods, theatre/cinema tickets and toys online than the average European country. Other popular purchases are lotto/competitions, clothing, betting, music, hardware, Film DVDs and downloads.

16. The German Ad Market

17. Europe

19. The German Media Mix Spend per medium in September 2008 Source: Nielsen Media Research GmbH

20. Online ad spend growth

21. Ad Spend in 2008 Online ad spend trend per month in ,000 Euros Source: Nielsen Media Research GmbH *) From January 2008: Integration of Mairdumont Media

22. In million Euros OVK Ad Stat 2004 - 2008 A strong and positive tendency for online Source: OVK, Nielsen Media Research [January 2008]. 555 Mio. 1.035 Mio. (+87%) 1.909 Mio. (+84%) 2.884 Mio. (+51%) 3.723 Mio. (+29%) Affiliate Networks Search Display Advertising

23. Users AD FORMATS In Germany the most liked Ad Format is the Medium Rectangle – MPU (39%) but it is closely followed by the Super Banner (34%). In Germany embedded ads that have minimal intrusion scored best for the Germans. Skyscrapers, banners, and video MPUs were the most acceptable. (‘Reconnect Europe’Orange Home UK plc & OMD Insight, July 2006)

24. German Websites Source: IVW 9/2008 Germany‘s largest websites

25. German Websites

26. German Websites Germany‘s largest news websites Quelle: IVW 9/2008

27. German Websites Germany‘s largest community websites Source: IVW 9/2008

28. German Websites Germany‘s largest business websites Quelle: IVW 9/2008

29. German Websites Germany‘s largest search engines Source: comscore 9/2008

30. German Websites Germany‘s largest portals Source: AGOF internet facts 2008-II Basis: Gesamt = 64,87 Mio.

31. We’re German! http:// uk.youtube.com/watch?v=zD8n5PVSDXo