AGOF internet facts 2011-10 english version
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agof internet facts 2011-10 plan.net group for digital communication 19.01.2012 2
description
Summary of the main results of the German online study "internet facts" 2011-10
Transcript of AGOF internet facts 2011-10 english version
agof internet facts 2011-10
plan.net group for digital communication
19.01.2012
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Website-ranking September: net reach Ø month
3
ComputerBild and Bild gain net reach
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
2011-
09
2011-
10 Website
Net Reach
in %
unique user
in m.
Difference in UU
To 2011-09
Difference in UU
to 2010-10
contacts
in m.
Ø
contacts
1 1 T-Online 49,1 24,64 -1,06 +0,58 3.806 155
2 2 eBay.de 45,5 22,82 +0,17 +0,07 4.726 207
3 3 WEB.DE 32,6 16,36 +0,27 -0,03 2.558 156
9 4 computerbild.de 30,6 15,34 +4,14 +8,31 236 15
4 5 Yahoo! Deutschland 28,0 14,04 +0,25 -0,33 852 61
5 6 gutefrage.net 27,5 13,81 +0,31 +0,11 68 5
7 7 CHIP Online 25,6 12,83 +1,01 +0,89 330 26
6 8 GMX 25,5 12,79 +0,22 +0,17 2.035 159
8 9 BILD.de 23,8 11,92 +0,68 +0,58 1.959 164
12 10 SPIEGEL ONLINE 20,1 10,09 +0,56 +0,87 628 62
10 11 MSN 20,0 10,01 -0,13 -3,34 404 40
17 12 chefkoch.de 17,2 8,63 +0,67 +1,30 170 20
13 13 RTL.de 17,2 8,62 -0,90 +0,62 216 25
14 14 DasTelefonbuch.de 17,2 8,60 +0,10 +1,81 62 7
15 15 FOCUS Online 16,8 8,44 +0,15 +1,48 165 20
11 16 wetter.com 16,6 8,35 -1,65 +1,40 125 15
16 17 Windows Live 16,0 8,03 -0,10 -2,49 518 65
21 18 Entertainweb 15,9 7,98 +0,67 +2,99 61 8
18 19 meinestadt.de 15,5 7,77 -0,06 +0,66 174 22
19 20 DasÖrtliche 15,5 7,76 +0,05 +0,48 59 8
Top-3 Gains/Losses in net reach
24,6
22,8
16,4
15,3 14,0 13,8
12,8 12,8
11,9
10,1
6
8
10
12
14
16
18
20
22
24
26
28
30
T-Online
eBay.de
WEB.DE
computerbild.de
Yahoo!Deutschland
gutefrage.net
CHIP Online
GMX
BILD.de
ComputerBild.de joins the Top-5
4
Top-10 platforms by net reach over time
Figures in m Unique User / month
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
ComputerBild and Chip Online have the highest net
reach of all computer-sites in Germany
5
15,3
12,8
4,0 3,6 3,0 2,6 1,9
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
computerbild.de
CHIP Online
heise online
Netzwelt.de
pcwelt.de
computerbase.de
Golem.de
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
Top-computer platforms by net reach over time
Figures in m Unique User / month
Publisher ranking September 2011
6
AxelSpinger is back in Top-5 due to ComputerBild and
Bild.de gains 2011
09
2011
10 Publisher
Net reach
in %
Unique User
in m
Difference in UU
to 2011-09
Contacts
in m
Ø
contacts
1 1 InteractiveMedia 59,5 29,8 -0,37 4.520 152
2 2 TOMORROW FOCUS 57,8 29,0 -0,16 1.486 51
3 3 United Internet Media 54,3 27,2 +0,29 4.879 179
4 4 IP Deutschland 52,1 26,1 +0,03 2.585 99
7 5 Axel Springer Media Impact 51,7 25,9 +2,25 2.609 101
5 6 eBay Advertising Group 48,6 24,4 +0,15 5.782 237
6 7 SevenOne Media 47,1 23,6 -0,40 767 33
9 8 Ströer Interactive 43,7 21,9 +0,06 948 43
8 9 Yahoo! Deutschland 40,9 20,5 -1,35 1.315 64
11 10 G+J Electronic Media 39,8 19,9 +1,04 1.047 53
10 11 OMS 38,9 19,5 -0,46 927 48
15 12 iq digital 37,0 18,6 +2,87 1.496 81
12 13 ad pepper media 36,4 18,3 -0,30 200 11
14 14 freeXmedia 32,7 16,4 +0,57 1.368 84
13 15 Microsoft Advertising 31,9 16,0 +0,08 940 59
16 16 SPIEGEL QC 27,9 14,0 +0,44 849 61
17 17 Hi-media Deutschland 25,6 12,8 +0,04 532 42
18 18 Unister Media 19,7 9,9 -0,08 126 13
19 19 Glam Media 19,5 9,8 +0,45 102 11
20 20 QUARTER MEDIA 14,6 7,3 +0,26 64 9
Top-3 Gains/Losses in net reach
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
Over 51 million onliners in Germany
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70,33 m German
speaking population
14 years and older
use the internet 51,23 m (73%)
have used the internet
in the last 3 months
50,15 Mio. (71%)
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
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Onliners (last 12 months)
Figures in %
Internet penetration in Germany is at 73%
15
26
40
50 52
55 57 58
62 65
68
73 73
0
10
20
30
40
50
60
70
80
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
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Online use (last 3 months) by age and gender
Figures in %
97 93 94
87
76
58
31
98 95 91
84
66
42
13
0
10
20
30
40
50
60
70
80
90
100
14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years andolder
Men
Women
Virtually everyone in the younger demographics is
online
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
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Online use (last 3 months) by age over time
Figures in %
92
97
86
94
77
92
66
86
50
71
27
50
9
20
0
10
20
30
40
50
60
70
80
90
100
2006 2007 2008 2009 2010 2011
14 - 19 years
20 - 29 years
30 - 39 years
40 - 49 years
50 - 59 years
60 - 69 years
70 years andolder
Steady increase in online use in age groups 50
years and older in the past two years
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
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Index Online use (last 3 months) by age and gender
Index 100 = German speaking population in Germany 14 years and older
107
93
136
132
129
120
100
70
28
0 20 40 60 80 100 120 140
Men
Women
14 - 19 years
20 - 29 years
30 - 39 years
40 - 49 years
50 - 59 years
60 - 69 years
70 years and older
Only the target groups 60 years and older remain to
use the internet below average
77
66
97
94
92
86
71
50
20
In %
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
12
Index Online use (last 3 months) by net household income and education
Index 100 = German speaking population in Germany 14 years and older
94
89
100
113
121
78
111
126
122
60 70 80 90 100 110 120 130 140
Under 1.000 EUR
1.000 - 2.000 EUR
2.000 - 3.000 EUR
3.000 - 4.000 EUR
4.000 EUR or more
None or Secondary Modern / Primary School
Secondary Schools
(Specialized) A-Levels
University Degree
Above average internet use amongst demographics
with higher incomes and education
In %
67
64
71
81
86
55
79
90
87
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: October2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
13
Gender and age of onliners
Figures in m / %
26,51 53%
23,64 47%
Male
Female
5,11 10%
9,45 19%
9,25 19% 11,63
23%
7,97 16%
4,53 9%
2,20 4%
14-19 years 20-29 years
30-39 years 40-49 years
50-59 years 60-69 years
70 years and older
The majority of online users are male and younger
than 50
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
14
Education and occupation of onliners
Figures in m / %
1,92 4%
15,06 30%
15,97 32%
7,75 15%
9,45 19%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,60 15%
32,91 66%
4,83 10%
4,80 9%
In educationEmployedRetired / PensionerNot employed
Almost two thirds of the online users are employed
and have at minimum completed continued
education
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
15
Own income and net household income of onliners
Figures in m / %
14,39 29%
18,03 36%
8,20 16%
2,74 5%
2,43 5%
4,36 9%
Under 1.000 EUR 1.000 - 2.000 EUR
2.000 - 3.000 EUR 3.000 - 4.000 EUR
4.000 EUR or more n/a / no personal income
7,55 15%
14,29 29%
12,78 25%
8,18 16%
7,34 15%
56% of the onliners have a net household income of
more than 2.000 euro
Personal income Net household income
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home –
25% of onliners use the internet on the road via
laptop / mobile phone
94
32
7
9
25
25
95
32
8
9
22
29
0 10 20 30 40 50 60 70 80 90 100
At home
At work
At school, university
On the road
In public places
At friends / relatives, elsewhere
2011-10
2010-10
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
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*
Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
80
66
9
7
25
16
11
0 10 20 30 40 50 60 70 80 90
Broadband
DSL
Cable
Other broadband connection (cable, 3G)
Narrowband
ISDN
Analog modem
80% of the onliners in Germany access the internet
via broadband
18
Broadband connections at home 2007-2011
Figures in %
61 61 65 65
73 73 74 73 76 76 77 77 79 80 80 80 80 80 80
0
10
20
30
40
50
60
70
80
90
Share of broadband connections at home has grown
considerably since 2007
*
Base: 91.685 unweighted cases (= 45,60 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
19
Information sources used online (at least occasionally)
Figures in %
86
83
71
69
65
62
56
41
39
40
37
89
83
66
63
68
59
57
40
41
37
36
0 20 40 60 80 100
E-Mails
Search Engines
Global News
Weather
Online Shopping
Regional, local news
Online-Banking
Product Reviews
Chat, Forums
Sports Results, News
Cinema
2011-10
2010-10
36
33
31
27
22
21
19
18
17
16
10
34
29
35
29
24
19
17
18
17
18
10
0 20 40 60 80 100
Food and Beverages
TV Listings
Messenger
Family and Kids
Job Portals
Stars and Celebrities
Fitness and Wellness
Real Estate Listings
Blogs
Flirting, Dating
Horoscopes
2011-10
2010-10
E-Mail and search engines are the most used online
services
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
20
Top-20 searched for products online
Figures in %
59
56
55
50
45
45
44
43
43
41
59
56
55
50
47
44
45
44
41
42
0 20 40 60 80
Books
Vacations
Tickets
Hotels
CDs
Airline Tickets
Furniture
Train Ticktets
Shoes
Telecommunication Products
2011-10
2010-10
39
38
38
38
37
36
35
35
34
34
40
38
39
38
36
36
35
35
34
35
0 20 40 60 80
Movies, Videos, DVDs
Women Clothing
Digital Cameras
Computer-Hardware
Men Clothing
Health Products, Medicine
Toys
Sports Equipment
Used Cars
Mobile Plans
2011-10
2010-10
Books, vacations and tickets are the most searched
goods on the internet
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
21
Top-20 purchased products online
Figures in %
42
35
26
26
26
25
25
23
23
23
42
34
25
26
25
24
24
21
22
22
0 10 20 30 40 50
Books
Tickets
Hotels
CDs
Womens Clothing
Vacations
Airline Tickets
Shoes
Toys
Men's Clothing
2011-10
2010-10
22
20
20
18
17
16
16
15
14
13
21
20
20
17
16
16
16
14
13
13
0 10 20 30 40 50
Movies, DVDs
Train Tickets
Computer Hardware
Health Products, Medicine
Furniture
Sports Equipment
Computer Software
Telecommunication Products
Music, Movie Downloads
Computer- and Videogames
2011-10
2010-10
Books and tickets are most frequently purchased
goods
Base: 101.235 unweighted cases (=50,15 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2011 / Source: AGOF internet facts 2011-10 / plan.net media intelligence
Profile AGOF internet facts 2011-10
Universe: 70,33 m (German speaking population in Germany
14 years and older)
Sample: 112.443 unweighted cases (101.235 onliners)
Time frame: October 2011
Reported websites: 745
Reported placement units: 3.883
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
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