agof internet facts 2012-08 english version
DESCRIPTION
Summary of the main results of the German online study "internet facts" 2012-08TRANSCRIPT
AGOF internet facts 2012-08
plan.net group for digital communication
18.10.2012
2
Website-ranking August 2012: net reach Ø month
3
Spiegel und Focus gain 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: August 2012 / Source: AGOF internet facts 2012-08 / plan.net media intelligence
2012-
07
2012-
08 Website
Reach
in %
Unique User
in Mio.
Difference in
2012-07
Difference in
2011-08
Contacts
in Mio. Ø Contacts
1 1 T-Online 49,9 25,35 +0,50 -0,96 3.672 145
2 2 eBay.de 46,8 23,82 -0,20 +0,76 3.458 145
3 3 gutefrage.net 36,4 18,49 -0,41 +4,46 118 6
4 4 WEB.DE 30,4 15,43 -0,04 -1,12 2.239 145
6 5 Yahoo! Deutschland 25,9 13,16 -0,14 -0,85 747 57
7 6 BILD.de 25,4 12,89 +0,04 +1,15 2.109 164
5 7 wetter.com 24,9 12,67 -0,87 -0,55 243 19
8 8 CHIP Online 24,4 12,42 -0,31 -0,14 301 24
9 9 GMX 24,2 12,30 +0,07 -0,59 1.894 154
10 10 computerbild.de 22,5 11,42 -0,31 -0,16 179 16
12 11 SPIEGEL ONLINE 22,1 11,24 +0,55 +1,35 745 66
13 12 DasTelefonbuch.de 20,5 10,44 -0,07 +1,74 61 6
11 13 RTL.de 19,5 9,94 -1,09 -1,33 190 19
14 14 CHEFKOCH.de 18,2 9,24 -0,10 +1,06 184 20
16 15 FOCUS Online 18,0 9,15 +0,23 +1,05 188 21
15 16 meinestadt.de 17,4 8,86 -0,14 +0,44 183 21
18 17 Welt.de 17,0 8,67 +0,34 +1,92 176 20
17 18 DasÖrtliche 16,1 8,19 -0,41 +0,20 56 7
19 19 MSN 15,7 7,96 -0,30 -2,89 321 40
22 20 mobile.de 14,3 7,28 +0,06 -0,36 849 117
Top-3 Gains/Losses in net reach
Top-10 platforms: T-Online and eBay on top
4
25,35
23,82
18,49
15,43
13,16 12,89 12,67 12,42 12,30 11,42
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
T-Online
eBay.de
gutefrage.net
WEB.DE
Yahoo!DeutschlandBILD.de
wetter.com
CHIP Online
GMX
computerbild.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- 2012-08 / plan.net media intelligence
Top-10 Newspaper-platforms by net reach over time
Figures in m Unique User / month
Bild.de, Welt.de and Süddeutsche are the most
popular newspaper-websites
5
12,89
8,67
6,52
4,56 3,81 3,44
2,23 2,02
1,78 1,21 0
2
4
6
8
10
12
14
16
BILD.de
Welt.de
Süddeutsche.de
Zeit ONLINE
Abendblatt.de
FAZ.net
HandelsblattOnlineBerlinerMorgenpostFTD.de
taz.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- 2012-08 / plan.net media intelligence
Top-10 platforms by net reach over time
Figures in m Unique User / month
Publisher ranking August 2012
6
2012-
07
2012-
08 Publisher
Reach
in %
Unique User
in Mio.
Difference in UU to
2012-07
Contacts
in Mio. Ø Contacts
1 1 TOMORROW FOCUS 61,2 31,1 +0,18 1.495 48
2 2 InteractiveMedia 58,0 29,5 +0,65 4.300 146
3 3 United Internet Media 53,2 27,1 -0,06 4.456 165
4 4 Axel Springer Media Impact 52,9 26,9 +0,27 2.823 105
5 5 SevenOne Media 51,2 26,0 +0,09 1.049 40
7 6 eBay Advertising Group 49,5 25,2 -0,15 4.307 171
6 7 IP Deutschland 49,5 25,2 -0,43 1.799 72
8 8 Ströer Interactive 44,9 22,8 -0,45 693 30
9 9 OMS 43,6 22,2 +0,33 1.122 51
11 10 G+J Electronic Media Sales 39,0 19,8 -0,20 942 48
10 11 Yahoo! Deutschland 38,6 19,6 -0,40 1.148 59
12 12 ad pepper media 36,4 18,5 -0,10 180 10
13 13 iq digital 32,3 16,4 +0,47 805 49
14 14 freeXmedia 30,6 15,6 +0,14 1.133 73
16 15 SPIEGEL QC 29,5 15,0 +0,34 960 64
15 16 Hi-media Deutschland 27,7 14,1 -0,71 532 38
17 17 Microsoft Advertising 26,1 13,3 -0,17 675 51
18 18 Unister Media 21,7 11,0 -0,33 161 15
19 19 Glam Media 20,8 10,6 -0,32 164 16
20 20 MAIRDUMONT MEDIA 18,0 9,2 +0,57 119 13
Top-3 Gains/Losses 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: August 2012 / Source: AGOF internet facts 2012-08 / plan.net media intelligence
Over 51 million onliners in Germany
7
Base: 112.283 unweighted cases (=70,21 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-08 / 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
8
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 - 2012-08 / plan.net media intelligence
9
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 2012-08 / plan.net media intelligence
10
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 2012-08 / plan.net media intelligence
11
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
67
96
96
95
88
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 2012-08 / 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
94
89
101
110
120
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
80
87
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 2012-08 / 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 2012-08 / plan.net media intelligence
14
Education and occupation of onliners
Figures in m / %
1,99 4%
15,12 30%
16,39 32%
7,77 15%
9,57 19%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,28 14%
33,33 66%
5,34 10%
4,88 10%
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 2012-08 / plan.net media intelligence
15
Personal income and net household income of onliners
Figures in m / %
14,16 28%
18,24 36%
8,81 17%
2,78 6%
2,67 5%
4,18 8%
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
7,32 14%
13,92 27%
12,98 26%
7,91 16%
8,71 17%
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 2012-08 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home -
32% of onliners use the internet on the move via
laptop / mobile phone
95
34
7
11
32
27
91
31
7
9
23
24
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
2012-08
2011-08
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 2012-08 / plan.net media intelligence
17
Base: 96.393 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 2012-08 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
79
63
11
9
24
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
18
Information sources used online (at least occasionally)
Figures in %
87
83
70
70
68
63
57
42
41
40
39
86
82
69
70
66
61
56
39
38
40
36
0 20 40 60 80 100
Search Engines
Weather
Global News
Online Shopping
Local/Regional News
Online Banking
Product Reviews
Sport Results and News
Chats and Boards
Food and Beverage
2012-08
2011-08
36
34
32
29
22
21
20
19
17
15
9
38
32
32
27
22
19
20
18
17
16
10
0 20 40 60 80 100
Cinema
TV Listings
Messenger
Family and Kids
Job Portals
Fitness and Wellness
Stars and Celebrities
Real Estate Listings
Blogs
Flirting, Dating
Horoscopes
2012-08
2011-08
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 2012-08 / plan.net media intelligence
19
Top-20 searched for products online
Figures in %
61
56
56
51
47
45
45
43
42
41
60
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
2012-08
2011-08
40
39
38
36
36
36
35
35
34
34
38
37
39
38
35
38
36
35
33
34
0 20 40 60 80
Women Clothing
Men Clothing
Movies, Videos, DVDs
Computer-Hardware
Sports Equipment
Digital Cameras
Health Products, Medicine
Toys
Flatscreen TV
Used Cars
2012-08
2011-08
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 2012-08 / plan.net media intelligence
20
Top-20 purchased products online
Figures in %
45
36
29
28
28
27
26
25
25
23
42
34
26
26
23
25
26
25
23
23
0 10 20 30 40 50
Books
Tickets
Womens Clothing
Hotels
Shoes
Vacations
CDs
Airline Tickets
Men's Clothing
Toys
2012-08
2011-08
22
21
19
18
18
18
16
16
14
14
22
20
20
17
18
16
16
15
14
13
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
2012-08
2011-08
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 2012-08 / plan.net media intelligence
Profile AGOF internet facts 2012-08
Universe: 70,21 m (German speaking population in Germany
14 years and older)
Sample: 112.283 unweighted cases (101.316 onliners)
Time frame: August 2012
Reported websites: 776
Reported placement units: 3.940
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
Web: www.plan-net.com
Facebook: facebook.com/plannet
Twitter: @plannet
contact
plan.net group
for digital communication gmbh & co.kg
House of Communication
80250 Munich, Germany