AGOF internet facts 2010-I english version

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AGOF

internet facts

2010-IJune 24, 2010

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Profile AGOF internet facts 2010-I

Universe: 70,50 m German speaking

population 14+

Sample: 113.507 unweighted cases

(101.652 onliners)

Timeframe: January – March 2010

Websites: 654

Placement units: 3.414

Product Categories: 59

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New websites in internet facts 2010-I

Adeba.de

amicella

Bellevue

Daily Dose

Der Aktionär

Discover Outdoor

Deutscher Städte- und Gemeindebund

Energiesparen-im-Haushalt.de

Finya.de

Freecaster

Hellweger Anzeiger Unna

Hochzeit.de

HÖRZU

inFranken.de

in-starmagazin.de

King.com

Kreiszeitung Böblinger Bote

maccommunity.de

macmagazin.de

macnews.de

Morningstar

Nachrichten.de

Oldenburgische Volkszeitung

PTAheute

Radio Berg

Radio Gütersloh

Radio Hochstift

Radio NORA

Radio sunshine live

Spektrum der Wissenschaft

Staedte-Reisen.de

stromvergleich.de

Style.de

SURF-Magazin

Tageblatt für den Kreis Steinfurt

top.de

TradeSignal Online

video.de - Gesamt

VZ Netzwerke

Warner Artist Network

wetter.net

wirliebenfilme

Wir-lieben-Pferde.de

Zeitungsverlag Waiblingen

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Publisher-Ranking Q1 2010: Net reach Ø month

Interactive Media before Tomorrow Focus and UIM

Timeframe: Average month in Q1 2010

Base: 101.652 unweighted cases (=49,68 m German speaking Onliners in the last 3 months 14 years and older)

Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning

2010-I PublisherNet reach

in %

Unique User

in m

1 Interactive Media 63,9 31,7

2 Tomorrow Focus 60,7 30,1

3 United Internet Media 52,0 25,8

4 SevenOne Media 51,1 25,4

5 IP Deutschland 47,7 23,7

6 Ströer Interactive 47,4 23,6

7 Yahoo! Deutschland 45,7 22,7

8 Microsoft Advertising 45,5 22,6

9 Axel Springer Media Impact 44,5 22,1

10 OMS 39,0 19,4

11 ad pepper media 37,2 18,5

12 iq digital 36,7 18,3

13 G+J Electronic Media Sales 36,4 18,1

14 Hi-media Deutschland 34,1 17,0

15 freeXmedia 31,2 15,5

16 Spiegel QC 30,1 14,9

17 Unister Media 21,9 10,9

18 Quarter Media 16,1 8,0

19 MySpace/Fox Interactive Media 14,8 7,4

20 eBay Advertising Group 14,0 7,0

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Publisher-Ranking Q1 2010: Net reach Ø week

Interactive Media, UIM and Tomorrow Focus Top-3

Timeframe: Average week in Q1 2010



2010-I PublisherNet reach

in %

Unique User

in m

1 Interactive Media 38,1 19,0

2 United Internet Media 32,5 16,2

3 Tomorrow Focus 32,3 16,1

4 SevenOne Media 27,5 13,7

5 Microsoft Advertising 25,9 12,9

6 IP Deutschland 25,4 12,6

7 Yahoo! Deutschland 23,6 11,7

8 iq digital 21,6 10,7

9 Ströer Interactive 21,4 10,6

10 Axel Springer Media Impact 20,9 10,4

11 OMS 17,5 8,7

12 G+J Electronic Media Sales 15,8 7,9

13 ad pepper media 14,6 7,3

14 Hi-media Deutschland 13,7 6,8

15 freeXmedia 13,5 6,7

16 Spiegel QC 13,5 6,7

17 Unister Media 7,0 3,5

18 MySpace / Fox Interactive Media 5,8 2,9

19 eBay Advertising Group Deutschland 5,7 2,8

20 Quarter Media 4,8 2,4

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Website-Ranking Q1 2010: Net reach Ø month

T-Online leads before Web.de and Yahoo!

*

2010-I WebsiteNet reach

in %

Unique User

in m

Exposures

in m

Ø

Exposures

1 T-Online 54,5 27,1 4.109 152

2 WEB.DE 34,8 17,3 2.807 163

3 Yahoo! Deutschland 30,6 15,2 999 66

4 MSN.de 27,3 13,6 572 42

5 GMX 25,8 12,8 2.140 167

6 VZ Netzwerke 25,7 12,7 9.726 763

7 gutefrage.net 24,8 12,3 55 5

8 CHIP Online 24,5 12,2 292 24

9 Windows Live 23,1 11,5 598 52

10 BILD.de 22,2 11,0 1.597 145

11 SPIEGEL ONLINE 18,9 9,4 635 68

12 RTL.de 18,6 9,2 390 42

13 N24.de 17,9 8,9 55 6

14 MyVideo 17,4 8,6 225 26

15 Ciao.de 17,2 8,6 36 4

16 wer-kennt-wen.de 16,7 8,3 4.974 601

17 ProSieben.de 16,6 8,3 284 34

18 StayFriends 16,2 8,1 302 38

19 DasTelefonbuch.de 15,9 7,9 88 11

20 wetter.com 15,6 7,7 164 21

Timeframe: Average month in Q1 2010



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Website-Ranking Q1 2010: Net reach Ø week

T-Online before Web.de and the VZ network

*

2010-I AngebotNet reach

in %

Unique User

in m

Exposures

in m

Ø

Exposures

1 T-Online 30,1 14,9 959 64

2 WEB.DE 20,3 10,1 655 65

3 VZ Netzwerke 16,9 8,4 2.269 271

4 MSN.de 15,4 7,7 134 17

5 GMX 14,4 7,1 499 70

6 Yahoo! Deutschland 13,9 6,9 233 34

7 Windows Live 13,7 6,8 140 21

8 BILD.de 10,0 5,0 373 75

9 wer-kennt-wen.de 9,8 4,9 1.161 239

10 CHIP Online 8,9 4,4 68 15

11 ProSieben.de 8,8 4,4 66 15

12 SPIEGEL ONLINE 8,6 4,3 148 35

13 gutefrage.net 8,3 4,1 13 3

14 RTL.de 7,4 3,7 91 25

15 wetter.com 6,6 3,3 38 12

16 StayFriends 6,4 3,2 71 22

17 MyVideo 6,3 3,2 53 17

18 AOL 6,0 3,0 98 33

19 MySpace.de 5,8 2,9 127 44

20 mobile.de 5,7 2,8 294 104

Timeframe: Average week in Q1 2010



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Over 49 million onliners in Germany!

70,50 m

German speaking population

14 years and older

Use the Internet50,73 m (72%)

Have used the internet

in the last 3 months49,68 m

(70%)

Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older)


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Virtually everyone in the younger demographics is

online!



Online use (last 3 months) by age and gender

Figures in %

95 94

88

80

63

37

12

97 9491

86

75

58

28

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

and older

Female

Male

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Only the target groups 60 years and older remain to

use the internet below average

Index Online use (last 3 months) by age and gender

Index 100 = German speaking population 14 years and older

109

92

137

133

127

118

98

67

26

20 40 60 80 100 120 140 160

Male

Female

14 - 19 years

20 - 29 years

30 - 39 years

40 - 49 years

50 - 59 years

60 - 69 years

70 years and older



54

46

11

19

19

23

15

9

4

In %

11

Above average internet use in higher income

households or with higher education

Index Online use (last 3 months) by net household income and education

Index 100 = German speaking population 14 years and older

96

89

100

114

122

77

112

128

123

40 60 80 100 120 140

Under 1.000 EUR

1.000 to 2.000 EUR

2.000 to 3.000 EUR

3.000 to 4.000 EUR

4.000 EUR or more

None or Secondary Modern/ Primary School

Secondary Schools

(Specialized) A-Levels

University degree



16

29

25

15

14

34

32

15

19

In %

12

The majority of online users are male and younger

than 50

Base: 101.652 unweighted cases (=49,68 m German speaking population 14 years and older, that has used the internet

in the last 3 months)


Gender and age of online users

Figures in m / %

26,66 54%

23,02 46%

Male

Female

5,37 11%

9,58 19%

9,4119%

11,4123%

7,6615%

4,369%

1,894%

14 - 19 years

20 - 29 years

30 - 39 years

40 - 49 years

50 - 59 years

60 - 69 years

70 years and older

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Two thirds of the online users are employed and

have at minimum completed continued education

Education and occupation of online users

Figures in m / %




1,86 4%

15,0630%

15,7932%

7,6115%

9,3519%

None

Secondary Modern/ Primary School

Secondary Schools

(Specialized) A-Levels

University degree

7,79 15%

32,65 66%

5,3211%

3,928% In education

Employed

Retired/ Pensioner

Unemployed

14

38% of the onliners have a personal income higher

than 2.000 Euro

Own income and net household income of online users

Figures in m / %

Personal income Net household income




14,58 29%

17,3835%

7,8516%

2,645%

2,255%

4,9910% Under 1.000 EUR

1.000 to 2.000 EUR

2.000 to 3.000 EUR

3.000 to 4000 EUR

4.000 EUR and more

n/a / no income

7,79 15%

14,57 34%

12,4929%

7,6518%

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Onliners listen to more music and do more sport,

but use less classic media

Leisure activities and media use (at least weekly)

Figures in %

83

76

71

50

47

43

28

18

12

10

90

74

82

23

36

36

37

23

6

5

0 20 40 60 80 100

TV

Listen to the radio

Read newspapers

Listen to music

Fitness, sport

Read books

Read magazines

Handcraft, DIY, sewing, knitting

Watch DVDs / videos

Going out

Onliners

Offliners

Base: Offliners: 11.263 unweighted cases (19,77 m German speaking population 14 years and older, that doesn‘t use the internet;

Onliners: 102.244 unweighted cases (=50,73 m German speaking population 14 years and older, that has used the Internet in the last 12

months)


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The internet is used predominantly at home

17% already use the internet on the road

Place of use (at least occasionally)

Figures in %




94

32

29

17

8

8

0 10 20 30 40 50 60 70 80 90 100

At home

At work

At friends / family

Mobile / out of home

In public places

At school / university

17

71% of the onliners have a DSL connection at home

Online access at home

Figures in %

71

17

12

11

0 10 20 30 40 50 60 70 80

DSL

ISDN

Analog modem

Other / don't know

Base: 95.527 unweighted cases (=50,73 m German speaking population 14 years and older, that has used the internet at home at least

occasionally in the last 3 months)


18

E-Mail, search engines, news and online shopping are

the most popular online services




Information sources used online (at least occasionally)

Figures in %

88

83

65

64

61

58

55

40

40

39

38

0 20 40 60 80 100

E-Mail

Search engines

Global news

Online shopping

Weather

Regional / local news

Online banking

Chats and forums

Movies, cinema

Product reviews

Sports news / results

37

34

31

27

24

20

20

19

18

16

10

0 20 40 60 80 100

Messenger

Food and beverage

TV listings

Family and kids

Job listings

Celebrities

Flirting, Dating

Fitness, Wellness

Property listings

Blogs

Horoscopes

19

Books, vacations and tickets are the most searched

items on the internet




Top-20 searched for products online

Figures in %

59

57

55

50

47

45

45

45

42

40

0 20 40 60 80

Books

Vacations

Tickets

Hotels

CDs

Train tickets

Furniture

Flight tickets

Telecommunication products

Digital cameras

40

39

39

37

36

36

35

35

35

35

0 20 40 60 80

Computer hardware

Movies on DVD

Shoes

Womens clothing

Health products, medicine

Sports equipment

Mobile plans

Mens clothing

Used cars

Toys

20

Books, tickets and CDs are most purchased goods




Top-20 purchased products online

Figures in %

41

34

26

26

24

24

24

22

22

20

0 20 40 60

Books

Tickets

CDs

Hotels

Womens clothing

Vacations

Flight tickets

Toys

Mens clothing

Movies on DVD

20

20

20

17

16

16

15

14

13

12

0 20 40 60

Computer-Hardware

Bahntickets

Schuhe

Gesundheitsprodukte oder Medikamente

Computer-Software ohne Games

Möbel, Wohnungseinrichtung

Sportartikel, Sportgeräte

Telekommunikationsprodukte

Computer- und Videogames

Musik- und Filmdownloads

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