AGOF internet facts 2012-12 (english version)
23
AGOF internet facts 2012-12 plan.net group for digital communication 28.02.2013 1
description
Summary of the main results of the German online study "internet facts" 2012-12
Transcript of AGOF internet facts 2012-12 (english version)
AGOF internet facts 2012-12
plan.net group for digital communication
28.02.2013
1
Website-ranking December 2012: net reach Ø month
2
eBay, T-Online and gutefrage.net at the top
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 December 2012 / Source: AGOF internet facts 2012-12 / plan.net media intelligence
2012-
11
2012-
12Website
Reach
in %
Unique User
in Mio.
Difference in
2012-11
Difference in
2011-12
Contacts
in Mio.Ø Contacts
1 1 eBay.de 50,0 25,42 +0,36 +1,16 4.626 182
2 2 T-Online 47,8 24,28 -0,73 -0,31 3.601 148
3 3 gutefrage.net 33,1 16,85 -1,77 +2,30 80 5
4 4 WEB.DE 29,4 14,94 -0,07 -1,75 2.489 167
5 5 CHIP Online 29,2 14,84 +1,16 +1,07 389 26
6 6 computerbild.de 26,8 13,64 +0,36 +0,28 259 19
7 7 Yahoo! Deutschland 25,6 13,03 -0,01 -1,23 704 54
9 8 GMX 24,3 12,38 +0,15 -0,47 1.991 161
12 9 CHEFKOCH.de 23,5 11,97 +1,96 +0,93 235 20
8 10 BILD.de 22,6 11,48 -1,14 -1,42 1.548 135
10 11 SPIEGEL ONLINE 21,4 10,87 -0,32 +0,60 543 50
11 12 DasTelefonbuch.de 19,6 9,94 -0,34 +0,82 61 6
15 13 wetter.com 17,4 8,85 -0,01 +0,98 163 19
14 14 RTL.de 17,3 8,79 -0,12 -0,15 170 19
13 15 FOCUS Online 16,6 8,43 -0,81 -0,19 130 16
17 16 DIE WELT 16,1 8,19 -0,54 +0,51 132 16
18 17 DasÖrtliche 16,1 8,17 +0,05 -0,40 48 6
16 18 meinestadt.de 16,0 8,14 -0,61 +0,58 137 17
19 19 MSN 15,1 7,68 +0,15 -2,36 325 42
20 20 MyVideo 13,9 7,08 +0,03 -0,58 103 15
Top-3 Gains/Losses in net reach
Top-10 platforms: eBay still on #1
3
24,28
25,42
16,85
14,94
13,0313,6414,84
11,4812,38
10,87
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- 2012-12 / plan.net media intelligence
Top-10 platforms by net reach over time
Figures in m Unique User / month
Cooking sites: Chefkoch.de reaches 10,80m users
4
10,80
2,59
1,531,50
1,45
0
2
4
6
8
10
12
Chefkoch.de
kochbar.de
Worlds of Food
Lecker Online
Kochrezepte.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- 2012-12 / plan.net media intelligence
Top-5 cooking sites by net reach over time
Figures in m Unique User / month
Publisher ranking December 2012
5
Glam Media and Urban Media with largest gains in net
reach
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: December 2012 / Source: AGOF internet facts 2012-12 / plan.net media intelligence
2012-
11
2012-
12Publisher
Reach
in %
Unique User
in Mio.
Difference in UU to
2012-11
Contacts
in Mio.Ø Contacts
1 1 TOMORROW FOCUS MEDIA 61,4 31,22 -0,30 1.315 42
2 2 InteractiveMedia CCSP 56,9 28,95 -0,63 4.147 143
4 3 United Internet Media 54,7 27,83 +0,20 4.847 174
3 4 Axel Springer Media Impact 53,6 27,23 -0,59 2.258 83
5 5 eBay Advertising Group 51,8 26,35 +0,07 5.303 201
6 6 IP Deutschland 50,3 25,56 +0,03 1.596 62
7 7 SevenOne Media 50,1 25,49 +0,10 928 36
9 8 OMS 45,2 22,98 +0,08 893 39
8 9 Ströer Interactive 45,2 22,98 -0,07 636 28
10 10 G+J Electronic Media Sales 42,5 21,63 +0,81 969 45
11 11 Yahoo! Deutschland 39,2 19,94 +0,11 1.122 56
13 12 ad pepper media 34,3 17,42 +0,69 145 8
12 13 iq digital 33,7 17,12 -1,37 828 48
14 14 freeXmedia 30,2 15,33 -0,19 1.005 66
15 15 Hi-Media Deutschland 29,9 15,18 +0,58 573 38
16 16 SPIEGEL QC 29,7 15,08 -0,10 704 47
18 17 Glam Media 23,0 11,68 +0,87 170 15
19 18 Microsoft Advertising 20,5 10,44 +0,01 630 60
17 19 Unister Media 18,9 9,62 -0,78 105 11
21 20 Urban Media 18,5 9,41 +0,87 162 17
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 2012-12 / 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
7
Onliners (last 12 months)
Figures in %
Internet penetration in Germany is at 74%
15
26
40
5052
5557 58
6265
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 - 2012-12 / plan.net media intelligence
8
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 2012-12 / plan.net media intelligence
9
Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-12 / plan.net media intelligence
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
10
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 2012-12 / plan.net media intelligence
11
Index Online use (last 3 months) by net household income and education
Index 100 = German speaking population in Germany 14 years and older
93
88
100
110
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 %
67
64
73
80
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 2012-11 / plan.net media intelligence
12
Gender and age of onliners
Figures in m / %
26,6352%
24,2148%
male
female
4,829%
9,4019%
9,1718%11,54
23%
8,5617%
4,679%
2,685%
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 2012-12 / plan.net media intelligence
13
Education and occupation of onliners
Figures in m / %
1,994%
15,1230%
16,3932%
7,7715%
9,5719%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,2814%
33,3466%
5,0710%
5,1510%
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 2012-12 / plan.net media intelligence
14
Personal income and net household income of onliners
Figures in m / %
13,92 28%
18,71 37%
8,26 16%
2,97 6%
2,73 5%
4,24 8%
Under 1.000 EUR1.000 - 2.000 EUR2.000 - 3.000 EUR3.000 - 4.000 EUR4.000 EUR or more
7,0714%
14,1328%
12,5725%
7,915%
9,1718%
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 2012-12 / plan.net media intelligence
15
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home -
40% of onliners use the internet on the move via
laptop / mobile phone
96
38
9
13
40
32
96
34
8
10
28
28
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
2012-12
2011-12
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 2012-12 / plan.net media intelligence
16
Base: 96.973 unweighted cases (= 49,40 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 2012-12 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
79
63
11
9
25
15
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
17
Information sources used online (at least occasionally)
Figures in %
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 2012-12 / plan.net media intelligence
86
84
69
70
69
63
58
42
40
38
39
85
82
65
69
67
62
56
41
39
37
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 Beverage2012-12
2011-12
36
34
31
27
22
20
20
19
17
14
9
37
34
32
28
22
20
19
19
17
16
10
0 20 40 60 80 100
Cinema
TV Listings
Messenger
Family and Kids
Job Portals
Stars and Celebrities
Fitness and Wellness
Real Estate Listings
Blogs
Flirting, Dating
Horoscopes
2012-12
2011-11
18
Top-20 searched for products online
Figures in %
61
56
56
51
47
45
45
42
42
41
60
56
56
50
45
45
45
43
42
41
0 20 40 60 80
Books
Vacations
Tickets
Hotels
Shoes
Furniture
Airline Tickets
CDs
Train Ticktets
Telecommunication Products
2012-12
2011-12
40
39
38
36
36
36
35
35
34
34
39
38
39
37
37
35
35
35
34
33
0 20 40 60 80
Women's Clothing
Men's Clothing
Movies, Videos, DVDs
Computer-Hardware
Digital Cameras
Sports Equipment
Health Products, Medicine
Toys
Flatscreen TV
Used Cars
2012-12
2011-12
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 2012-12 / plan.net media intelligence
19
Top-20 purchased products online
Figures in %
43
35
27
25
27
25
26
25
24
23
43
35
27
25
27
25
26
25
24
23
0 10 20 30 40 50
Books
Tickets
Women's Clothing
Shoes
Hotels
Vacations
CDs
Airline Tickets
Men's Clothing
Toys
2012-12
2011-12
22
21
20
18
18
18
16
16
14
14
21
21
19
17
18
17
16
15
14
14
0 10 20 30 40 50
Movies, DVDs
Train Tickets
Computer Hardware
Furniture
Health Products, Medicine
Sports Equipment
Computer Software
Telecommunication Products
Music, Movie Downloads
Computer- and Videogames
2012-12
2011-12
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 2012-12 / plan.net media intelligence
Profile AGOF internet facts 2012-11
Universe: 70,21 m (German speaking population in Germany
14 years and older)
Sample: 112.283 unweighted cases (101.316 onliners)
Time frame: December 2012
Reported websites: 762
Reported placement units: 3.980
Reported product categories: 59
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