AGOF internet facts 2012-10 english version
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AGOF internet facts 2012-10 plan.net group for digital communication 20.12.2012 2
description
Summary of the main results of the German online study "internet facts" 2012-10
Transcript of AGOF internet facts 2012-10 english version
AGOF internet facts 2012-10
plan.net group for digital communication
20.12.2012
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Website-ranking October 2012: net reach Ø month
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eBay closes in on #1
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2012 / Source: AGOF internet facts 2012-10 / plan.net media intelligence
2012-
09
2012-
10 Website
Reichweite
in %
Unique User
in Mio.
Veränderung
zu 2012-09
Veränderung
zu 2011-10
Kontakte
in Mio. Ø Kontakte
1 1 T-Online 49,6 25,23 +0,01 +0,59 3.789 150
2 2 eBay.de 49,4 25,09 +0,54 +2,27 4.118 164
3 3 gutefrage.net 36,9 18,76 -0,04 +4,95 100 5
4 4 WEB.DE 29,7 15,08 +0,09 -1,28 2.464 163
8 5 computerbild.de 27,1 13,76 +1,47 -1,58 205 15
6 6 CHIP Online 26,7 13,56 +0,38 +0,73 347 26
7 7 Yahoo! Deutschland 25,8 13,13 +0,23 -0,91 780 59
5 8 BILD.de 25,0 12,72 -0,49 +0,80 1.841 145
9 9 GMX 24,2 12,32 +0,24 -0,47 2.068 168
10 10 SPIEGEL ONLINE 21,7 11,02 -0,39 +0,93 615 56
12 11 DasTelefonbuch.de 20,3 10,30 +0,07 +1,70 61 6
13 12 CHEFKOCH.de 19,8 10,06 +0,43 +1,43 193 19
11 13 wetter.com 17,9 9,11 -1,42 +0,76 138 15
15 14 RTL.de 17,8 9,07 -0,33 +0,45 171 19
17 15 meinestadt.de 17,8 9,05 +0,47 +1,28 180 20
14 16 FOCUS Online 17,7 9,00 -0,55 +0,56 151 17
16 17 DIE WELT 17,4 8,83 -0,13 +1,60 160 18
18 18 DasÖrtliche 16,2 8,25 +0,21 +0,49 57 7
19 19 MSN 14,9 7,60 -0,06 -2,41 316 42
23 20 N24.de 14,2 7,23 +1,09 -0,16 36 5
Top-3 Gains/Losses in net reach
Top-10 platforms: eBay and Computerbild gain net
reach
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25,23 25,09
18,76
15,08 13,76 13,56 13,13 12,72 12,32 11,02
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
T-Online
eBay.de
gutefrage.net
WEB.DE
computerbild.de
CHIP Online
Yahoo!Deutschland
BILD.de
GMX
SPIEGELONLINE
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2011-01- 2012-10 / plan.net media intelligence
Top-10 platforms by net reach over time
Figures in m Unique User / month
Price comparison sites gain relevance in the months
before christmas – idealo.de reaches 8.6m users
5
8,64
3,98 3,84 3,77
2,77
0
2
4
6
8
10
12
14
16
ComputerbildProdukt- undPreisvergleich(idealo.de)
Testberichte.de
billiger.de
Ciao
Preisvergleich.de
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2011-01- 2012-10 / plan.net media intelligence
Top-5 price comparison sites by net reach over time
Figures in m Unique User / month
Publisher ranking October 2012
6
IP Germany & SevenOne Media switch ranks
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: October 2012 / Source: AGOF internet facts 2012-10 / plan.net media intelligence
2012-
09
2012-
10 Vermarkter
Reichweite
in %
Unique User
in Mio.
Veränderung UU
zu 2012-10
Kontakte
in Mio. Ø Kontakte
1 1 TomorrowFocus Media 61,7 31,38 -0,17 1.429 46
2 2 InteractiveMedia 58,3 29,66 +0,01 4.372 147
3 3 Axel Springer 54,5 27,68 +0,12 2.574 93
4 4 United Internet Media 54,3 27,61 +0,45 4.888 177
5 5 eBay Advertising Group 51,7 26,27 +0,37 4.970 189
7 6 IP Deutschland 50,3 25,56 +0,32 1.758 69
6 7 SevenOne Media 50,0 25,42 -0,02 944 37
8 8 OMS 44,7 22,72 +0,08 1.022 45
9 9 Ströer Interactive 43,6 22,18 -0,07 650 29
10 10 G+J EMS 40,8 20,72 +0,24 989 48
11 11 Yahoo! Deutschland 39,5 20,10 +0,38 1.199 60
12 12 ad pepper media 36,5 18,57 +0,28 183 10
13 13 iq digital 34,8 17,67 +0,08 746 42
15 14 freeXmedia 30,6 15,56 +0,32 1.004 65
16 15 Hi-Media Deutschland 29,4 14,97 +0,76 540 36
14 16 SPIEGEL QC 29,3 14,88 -0,47 803 54
17 17 Microsoft Advertising 25,8 13,11 +0,40 653 50
18 18 Glam Media 21,9 11,15 +0,16 188 17
19 19 Unister Media 20,2 10,25 +0,14 129 13
21 20 Urban Media 17,1 8,69 +0,68 192 22
Top-3 Gains/Losses in net reach
Over 51 million onliners in Germany
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Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
51,77m use the Internet
50,84m have used the Internet in the
last 3 months
74% 72%
70,21m German speaking
population 14 years
and older
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Onliners (last 12 months)
Figures in %
Internet penetration in Germany is at 74%
15
26
40
50 52
55 57 58
62 65
68
73 73 74
0
10
20
30
40
50
60
70
80
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Base: 1999-2009: German speaking population 14 years and older; since 2010: German speaking population in germany 14 years and older; Mean of
quarters a year / 2011: Mean of months a year / 2012: current month
Source: 1999-2004: @facts SevenOne Interactive / forsa. / ab 2005: AGOF internet facts 2005-II - 2012-09 / plan.net media intelligence
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Online use (last 3 months) by age and gender
Figures in %
96 94 96
88
78
58
34
97 97 94
84
71
46
15
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 younger demographics is
online
Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
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Online use (last 3 months) by age over time
Figures in %
92
96
86
95
77
95
66
86
50
74
27
52
9
23
0
10
20
30
40
50
60
70
80
90
100
2006 2007 2008 2009 2010 2011 2012
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: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / 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
133
132
131
119
103
72
31
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
68
96
95
95
86
74
52
23
In %
Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
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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
101
109
121
79
110
125
119
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 %
68
64
73
79
88
57
80
90
86
Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
13
Gender and age of onliners
Figures in m / %
26,63 52%
24,21 48%
male
female
4,82 9%
9,40 19%
9,17 18% 11,54
23%
8,55 17%
4,67 9%
2,68 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: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
14
Education and occupation of onliners
Figures in m / %
1,99 4%
15,12 30%
16,40 32%
7,77 15%
9,57 19%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,28 14%
33,33 66%
5,38 11%
4,85 9%
In educationEmployedRetired / PensionerNot employed
Two thirds of the online users are employed and
have at least completed secondary education
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
15
Personal income and net household income of onliners
Figures in m / %
14,09 28%
18,25 36%
8,88 17%
2,73 5%
2,56 5%
4,33 9%
Under 1.000 EUR1.000 - 2.000 EUR2.000 - 3.000 EUR3.000 - 4.000 EUR4.000 EUR or more
7,39 15%
13,91 27%
12,95 25%
7,51 15%
9,08 18%
58% of the onliners have a net household income of
more than 2.000 euros
Personal income Net household income
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home -
33% of onliners use the internet on the move via
laptop / mobile phone
95
34
7
11
34
27
94
32
7
9
25
25
0 10 20 30 40 50 60 70 80 90 100
At home
At work
At school, university
In public places
On the move
At friends / relatives, elsewhere
2012-10
2011-10
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
17
Base: 96.440 unweighted cases (= 48,39 m online users at home in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
79
63
11
9
24
14
11
0 10 20 30 40 50 60 70 80 90
Broadband
DSL
Cable
Other broadband connection (cable, 3G)
Narrowband
ISDN
Analog modem
Almost 80% of the onliners in Germany access the
internet via broadband
18
Information sources used online (at least occasionally)
Figures in %
86
83
71
69
69
63
58
42
40
39
39
86
83
69
71
65
62
56
41
40
36
39
0 20 40 60 80 100
Search Engines
Weather
Global News
Online Shopping
Local/Regional News
Online Banking
Product Reviews
Sport Results and News
Food and Beverage2012-10
2011-10
36
34
31
27
22
20
20
19
17
14
9
37
33
31
27
22
21
19
18
17
16
10
0 20 40 60 80 100
Kinofilme, Kinoprogramm
Aktuelles Fernsehprogramm
Messenger
Familie und Kinder
Jobbörsen
Stars und Prominente
Fitness und Wellness
Immobilienbörsen
Weblogs/Blogs
Flirten und Kontakte
Horoskope
2012-10
2011-10
E-Mail and search engines are the most used online
services
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
19
Top-20 searched for products online
Figures in %
61
56
56
51
47
45
45
43
42
41
59
56
55
50
43
44
45
45
43
41
0 20 40 60 80
Books
Vacations
Tickets
Hotels
Shoes
Furniture
Airline Tickets
CDs
Train Ticktets
Telecommunication Products
2012-10
2011-10
40
39
38
36
36
35
35
35
34
34
38
37
39
38
35
38
36
35
33
34
0 20 40 60 80
Women's Clothing
Men Clothing
Movies, Videos, DVDs
Computer-Hardware
Sports Equipment
Digital Cameras
Health Products, Medicine
Toys
Flatscreen TV
Used Cars
2012-10
2011-10
Books, vacations and tickets are the most searched
goods on the internet
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
20
Top-20 purchased products online
Figures in %
45
36
28
28
28
27
26
25
25
23
42
35
26
23
26
25
26
25
23
23
0 10 20 30 40 50
Books
Tickets
Women's Clothing
Shoes
Hotels
Vacations
CDs
Airline Tickets
Men's Clothing
Toys
2012-10
2011-10
22
21
20
18
18
18
16
16
14
14
22
20
20
18
17
16
16
15
14
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
2012-10
2011-10
Books and tickets are most frequently purchased
goods
Base: 101.316 unweighted cases (=50,84 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-10 / plan.net media intelligence
Profile AGOF internet facts 2012-10
Universe: 70,21 m (German speaking population in Germany
14 years and older)
Sample: 112.283 unweighted cases (101.316 onliners)
Time frame: October 2012
Reported websites: 761
Reported placement units: 3.933
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
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