agof internet facts 2010-i english version
TRANSCRIPT
1
AGOF
internet facts
2010-IJune 24, 2010
2
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
3
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
4
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
5
Publisher-Ranking Q1 2010: Net reach Ø week
Interactive Media, UIM and Tomorrow Focus Top-3
Timeframe: Average week 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 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
6
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
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
7
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
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
8
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
9
Virtually everyone in the younger demographics is
online!
Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
10
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
Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
Base: 113.507 unweighted cases (=70,50 m German speaking population 14 years and older)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
13
Two thirds of the online users are employed and
have at minimum completed continued education
Education and occupation of online users
Figures in m / %
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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%
15
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
16
The internet is used predominantly at home
17% already use the internet on the road
Place of use (at least occasionally)
Figures in %
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
18
E-Mail, search engines, news and online shopping are
the most popular online services
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
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
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
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)
Source: AGOF internet facts 2010-I / Plan.Net Strategic Planning
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
21