AGOF internet facts 2011-11 english version
23
agof internet facts 2011-11 plan.net group for digital communication 23.02.2012 2
description
Summary of the main results of the German online study "internet facts" 2011-11
Transcript of AGOF internet facts 2011-11 english version
agof internet facts 2011-11
plan.net group for digital communication
23.02.2012
2
Website-ranking November: net reach Ø month
3
eBay gained net reach during pre-christmas period,
Bild.de lengthen the distance to Spiegel Online
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
2011-
10
2011-
11 Website
Net Reach
in %
unique user
in m.
Difference in UU
To 2011-10
Difference in UU
to 2010-11
contacts
in m.
Ø
contacts
1 1 T-Online 49,4 24,85 +0,21 -0,23 3.709 149
2 2 eBay.de 47,1 23,71 +0,89 -0,59 4.753 201
3 3 WEB.DE 32,3 16,27 -0,09 -1,04 2.672 164
5 4 Yahoo! Deutschland 28,5 14,35 +0,31 -0,28 859 60
6 5 gutefrage.net 28,5 14,33 +0,52 -0,45 72 5
4 6 computerbild.de 25,7 12,93 -2,41 +3,54 220 17
7 7 CHIP Online 25,7 12,92 +0,09 +0,67 340 26
8 8 GMX 25,0 12,58 -0,21 -0,87 2.103 167
9 9 BILD.de 24,8 12,47 +0,55 +0,39 2.044 164
10 10 SPIEGEL ONLINE 20,2 10,16 +0,07 +0,26 639 63
11 11 MSN 19,7 9,92 -0,09 -3,73 388 39
12 12 chefkoch.de 18,2 9,17 +0,54 +1,44 190 21
15 13 FOCUS Online 17,4 8,78 +0,34 +1,64 148 17
14 14 DasTelefonbuch.de 17,3 8,73 +0,13 +1,65 62 7
20 15 DasÖrtliche 16,7 8,42 +0,66 +0,76 61 7
18 16 Entertainweb 15,9 8,00 +0,02 +1,92 58 7
17 17 Windows Live 15,5 7,82 -0,21 -2,37 520 67
19 18 meinestadt.de 15,2 7,67 -0,10 +0,24 174 23
13 19 RTL.de 15,1 7,59 -1,03 -1,12 189 25
23 20 N24.de 15,0 7,53 +0,14 -2,30 37 5
Top-3 Gains/Losses in net reach
24,9
23,7
16,3
14,4 14,3 12,9 12,9 12,6 12,5
10,2
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
Bild.de and eBay gain net reach
4
Top-10 platforms by net reach over time
Figures in m Unique User / month
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
Tape.tv has the highest net reach of all music-sites in
Germany
5
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
Top-computer platforms by net reach over time
Figures in m Unique User / month
2,84
1,52 1,47
1,04 1,00
0,69
0,55 0,53
0,31 0,30
0
1
2
3
4
tape.tv
lastfm.de
MTV
radio.de
VIVA.tv
laut.de
ANTENNE BAYERNOnline
Universal MusicNetzwerk
bigFM.de
ENERGY.de
Publisher ranking November 2011
6
eBay Advertising, Hi-media and Glam gains biggest net
reach 2011
10
2011
11 Publisher
Net reach
in %
Unique User
in m
Difference in UU
to 2011-10
Contacts
in m
Ø
contacts
1 1 InteractiveMedia 59,5 29,96 +0,14 4.416 147
2 2 Tomorrow Focus Media 57,7 29,04 +0,08 1.515 52
3 3 United Internet Media 54,1 27,21 -0,02 5.086 187
4 4 IP Deutschland 51,3 25,83 -0,30 2.368 92
5 5 Axel Springer Media Impact 50,2 25,27 -0,65 2.677 106
6 6 eBay Advertising Group 49,8 25,06 +0,71 5.728 229
7 7 SevenOne Media 46,6 23,45 -0,15 716 31
8 8 Ströer Interactive 43,4 21,86 -0,04 884 40
9 9 Yahoo! Deutschland 40,8 20,55 +0,04 1.313 64
10 10 G+J Electronic Media Sales 40,0 20,13 +0,19 1.090 54
11 11 OMS 39,0 19,63 +0,14 918 47
13 12 ad pepper media 36,7 18,47 +0,20 201 11
12 13 iq digital 34,7 17,46 -1,09 1.304 75
14 14 freeXmedia 32,0 16,11 -0,28 1.333 83
15 15 Microsoft Advertising 31,8 16,01 +0,02 926 58
16 16 SPIEGEL QC 27,8 14,00 -0,01 837 60
17 17 Hi-media Deutschland 26,1 13,16 +0,33 521 40
19 18 Glam Media 20,6 10,39 +0,63 110 11
18 19 Unister Media 20,1 10,13 +0,26 119 12
20 20 QUARTER MEDIA 14,9 7,49 +0,15 64 9
Top-3 Gains/Losses in net reach
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
Over 51 million onliners in Germany
7
70,33 m German
speaking population
14 years and older
use the internet 51,40 m (73%)
have used the internet
in the last 3 months
50,34 Mio. (72%)
Base: 112.302 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
8
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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
9
Online use (last 3 months) by age and gender
Figures in %
96 94 95
88
76
57
31
96 96 92
83
68
43
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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
10
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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
11
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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / 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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / 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: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / 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: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / 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: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home –
27% of onliners use the internet on the road via
laptop / mobile phone
95
33
7
9
27
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
2011-11
2010-11
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
17
Base: 95.833 unweighted cases (= 47,76 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / 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 80
0
10
20
30
40
50
60
70
80
90
Share of broadband connections at home has grown
considerably since 2007
Base: 95.833 unweighted cases (= 47,76 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
19
Information sources used online (at least occasionally)
Figures in %
87
83
70
68
66
62
57
41
40
40
38
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
2011-11
2010-11
38
34
33
29
23
21
20
19
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
2011-11
2010-11
E-Mail and search engines are the most used online
services
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
20
Top-20 searched for products online
Figures in %
60
56
56
50
45
45
45
43
42
41
59
55
56
50
41
44
45
47
44
42
0 20 40 60 80
Books
Tickets
Vacations
Hotels
Shoes
Airline Tickets
Furniture
CDs
Train Ticktets
Telecommunication Products
2011-11
2010-11
39
39
38
37
37
35
35
35
34
33
38
40
36
39
38
35
35
36
33
34
0 20 40 60 80
Movies, Videos, DVDs
Men Clothing
Digital Cameras
Computer-Hardware
Sports Equipment
Toys
Health Products, Medicine
Flatscreen TV
Used Cars2011-11
2010-11
Books, vacations and tickets are the most searched
goods on the internet
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
21
Top-20 purchased products online
Figures in %
44
36
27
27
26
26
26
25
24
24
42
34
25
25
26
24
21
24
22
22
0 10 20 30 40 50
Books
Tickets
Womens Clothing
Hotels
CDs
Vacations
Shoes
Airline Tickets
Men's Clothing2011-11
2010-11
22
21
20
18
18
17
16
16
14
14
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
2011-11
2010-11
Books and tickets are most frequently purchased
goods
Base: 101.302 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: November 2011 / Source: AGOF internet facts 2011-11 / plan.net media intelligence
Profile AGOF internet facts 2011-11
Universe: 70,33 m (German speaking population in Germany
14 years and older)
Sample: 112.471 unweighted cases (101.302 onliners)
Time frame: November 2011
Reported websites: 734
Reported placement units: 3.859
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
Web: www.plan-net-group.com
Facebook: facebook.com/plannet
Twitter: @plannet
contact
plan.net group
for digital communication gmbh & co.kg
House of Communication
80250 Munich, Germany
