AGOF internet facts 2011-08 english version
23
agof internet facts 2011-08 plan.net group for digital communication 17.11.2011 2
description
Summary of the main results of the German online study "internet facts" 2011-08
Transcript of AGOF internet facts 2011-08 english version
agof internet facts 2011-08
plan.net group for digital communication
17.11.2011
2
website-ranking august: net reach Ø month
3
t-online, telefonbuch and chefkoch gain reach –
losses for gutefrage.net, chip online and n24.de
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
2011-
07
2011-
08 Website
Net Reach
in %
unique user
in m.
Difference in UU
To 2011-07
Difference in UU
to 2010-08
contacts
in m.
Ø
contacts
1 1 T-Online 52,5 26,31 +0,49 -0,04 3.929 149
2 2 eBay.de 46,0 23,06 -0,25 -0,70 4.276 185
3 3 WEB.DE 33,0 16,55 -0,25 -1,23 2.477 150
4 4 gutefrage.net 28,0 14,03 -1,67 +0,61 72 5
6 5 Yahoo! Deutschland 27,9 14,01 -0,03 -1,28 938 67
8 6 wetter.com 26,4 13,22 -0,03 +1,46 263 20
7 7 GMX 25,7 12,89 -0,37 -0,25 2.064 160
5 8 CHIP Online 25,0 12,56 -1,81 +1,05 296 24
9 9 BILD.de 23,4 11,74 -0,69 +0,11 1.962 167
10 10 computerbild.de 23,1 11,58 +0,12 +4,75 201 17
11 11 RTL.de 22,5 11,27 +0,07 +0,76 287 25
12 12 MSN 21,6 10,85 -0,30 -2,71 446 41
13 13 SPIEGEL ONLINE 19,7 9,89 +0,11 +0,61 666 67
17 14 DasTelefonbuch.de 17,4 8,70 +0,63 +1,15 64 7
15 15 Windows Live 16,8 8,45 -0,04 -2,69 565 67
16 16 meinestadt.de 16,8 8,42 -0,01 +0,78 182 22
19 17 chefkoch.de 16,3 8,18 +0,26 +1,23 157 19
18 18 FOCUS Online 16,2 8,10 +0,04 +1,14 151 19
20 19 DasÖrtliche 15,9 7,99 +0,13 +0,34 60 8
14 20 N24.de 15,7 7,86 -1,23 -1,44 41 5
Top-3 Gains/Losses in net reach
26,3
23,1
16,6
14,0 14,0
12,9 13,2
11,7 12,6
11,3
6
8
10
12
14
16
18
20
22
24
26
28
30
T-Online
eBay.de
WEB.DE
gutefrage.net
Yahoo!Deutschland
GMX
wetter.com
BILD.de
CHIP Online
computerbild.de
computerbild.de consilidates its position amongst
top-10 sites
4
Top-10 platforms by net reach over time
Figures in m Unique User / month
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
with more than 23 mio. unique users eBay is the
largest agof-counted e-commerce platform by far
5
Top-10 Business- and Finance-sites by net reach over time
Figures in m Unique User / month
23,06
5,19
4,57 3,84 3,31
0
5
10
15
20
25
30
10-01 10-02 10-03 10-04 10-05 10-06 10-07 10-08 10-09 10-10 10-11 10-12 11-01 11-02 11-03 11-04 11-05 11-06 11-07 11-08
eBay.de
Ciao
Testberichte.de
Quoka.de
kaufDA
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
publisher ranking august 2011
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losses in net reach of chip.de also affect net reach of
tomorrow focus – interactivemedia back as #1 publisher 2011
06
2011
07 Publisher
Net reach
in %
Unique User
in m
Difference in UU
to 2011-06
Contacts
in m
Ø
contacts
2 1 InteractiveMedia 61,5 30,9 +0,36 4.665 151
1 2 Tomorrow Focus Media 59,8 30,0 -1,43 1.688 56
5 3 United Internet Media 54,5 27,3 +1,92 4.811 176
3 4 IP Deutschland 53,2 26,7 0,09 2.940 110
4 5 SevenOne Media 51,9 26,0 -0,48 987 38
6 6 eBay Advertising Group 49,0 24,6 -0,24 5.333 217
7 7 Axel Springer Media Impact 47,3 23,7 -0,17 2.540 107
8 8 Ströer Interactive 45,4 22,8 -0,29 1.172 52
9 9 Yahoo! Deutschland 44,3 22,2 -0,20 1.611 73
10 10 OMS 40,1 20,1 +0,00 1.049 52
11 11 G+J Electronic Media Sales 39,1 19,6 +0,10 1.045 53
12 12 ad pepper media 38,0 19,1 +0,41 239 13
15 13 iq digital 33,7 16,9 +0,29 1.826 108
14 14 Microsoft Advertising 33,3 16,7 -0,14 1.029 62
13 15 freeXmedia 33,2 16,7 -0,32 1.523 92
16 16 SPIEGEL QC 27,8 13,9 +0,10 913 66
17 17 Hi-media Deutschland 26,1 13,1 -0,44 538 41
18 18 Unister Media 23,0 11,5 -0,57 184 16
19 19 Glam Media 19,9 10,0 -0,76 111 11
20 20 QUARTER MEDIA 15,4 7,7 -0,43 65 9
Top-3 Gains/Losses in net reach
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / 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: August 2011 / Source: AGOF internet facts 2011-08 / 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: August 2011 / Source: AGOF internet facts 2011-08 / 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
30
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: August 2011 / Source: AGOF internet facts 2011-08 / 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: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / 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: August 2011 / Source: AGOF internet facts 2011-08 / 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
96
91
100
112
121
77
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
80
86
55
79
90
87
Base: 112.443 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
13
Gender and age of onliners
Figures in m / %
26,49 53%
23,65 47%
Male
Female
5,10 10%
9,43 19%
9,23 18% 11,64
23%
7,99 16%
4,55 9%
2,22 5%
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: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
14
Education and occupation of onliners
Figures in m / %
1,92 4%
15,07 30%
15,97 32%
7,74 15%
9,45 19%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,59 15%
32,90 66%
4,93 10%
4,73 9%
In educationEmployedRetired / PensionerNot employed
two thirds of the online users are employed and
have at minimum completed continued education
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
15
Own income and net household income of onliners
Figures in m / %
14,03 28%
18,38 36%
8,35 17%
2,49 5%
2,40 5%
4,50 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
7,56 15%
14,73 29%
12,72 25%
7,81 16%
7,33 15%
56% of the onliners have a net household income of
more than 2.000 euro
Personal income Net household income
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
the internet is used predominantly at home –
23% of onliners use the internet on the road via
laptop / mobile phone
91
31
7
9
23
24
94
31
7
9
20
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
2011-08
2010-08
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
17
*
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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
80
67
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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
19
Information sources used online (at least occasionally)
Figures in %
86
82
70
69
66
61
56
40
39
38
38
88
82
65
66
65
58
56
39
39
38
36
0 20 40 60 80 100
E-Mails
Search Engines
Global News
Weather
Online Shopping
Regional, local news
Online-Banking
Chat, Forums
Product Reviews
Sports Results, News
Cinema
2011-08
2010-08
36
32
32
27
22
20
19
18
17
16
10
32
28
35
27
25
19
18
19
15
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
2011-08
2010-08
e-mail and search engines are the most used online
services
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
20
Top-20 searched for products online
Figures in %
42
34
26
26
26
25
25
23
23
23
42
34
25
25
25
24
24
21
22
22
0 20 40 60 80
Books
Tickets
CDs
Hotels
Women's Clothing
Vacations
Airline Tickets
Shoes
Toys
Men's Clothing
2011-08
2010-08
22
20
20
18
17
16
16
15
14
13
21
19
19
17
16
16
16
14
13
13
0 20 40 60 80
Movies, Videos
Train-Tickets
Computer-Hardware
Health Products, Medicine
Furniture
Computer Software withoutGames
Sports Equipment
Mobile Plans
chargeable online Music andMovies
Computer- and Videogames
2011-08
2010-08
books, vacations and tickets are the most searched
goods on the internet
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / 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
25
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
2011-08
2010-08
21
20
20
18
16
16
16
15
14
13
21
19
19
17
16
16
16
14
13
13
0 10 20 30 40 50
Movies
Train Tickets
Computer Hardware
Health Products, Medicine
Furniture
Computer Software
Sports Equipment
Telecommunication Products
Music, Movie Downloads
Computer- and Videogames
2011-08
2010-08
books and tickets are most frequently purchased
goods
Base: 101.207 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: August 2011 / Source: AGOF internet facts 2011-08 / plan.net media intelligence
profile agof internet facts 2011-08
Universe: 70,33 m (German speaking population in Germany
14 years and older)
Sample: 112.443 unweighted cases (101.207 onliners)
Time frame: August 2011
Reported websites: 734
Reported placement units: 3.860
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
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Twitter: @plannet
contact
plan.net group
for digital communication gmbh & co.kg
House of Communication
80250 Munich, Germany
