agof internet facts 2012-03 english version
DESCRIPTION
Summary of the main results of the German online study "internet facts" 2012-03TRANSCRIPT
AGOF internet facts 2012-03
plan.net group for digital communication
21.06.2012
2
Website-ranking March 2012: net reach Ø month
3
MyVideo gains 0,59 m Unique Users and enters the top-15
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: March 2012 / Source: AGOF internet facts 2012-03 / plan.net media intelligence
2012-
02
2012-
03 Website
Net Reach
in %
Unique User
in m.
Difference in UU
To 2012-02
Difference in UU
to 2011-03
Contacts
in m.
Ø
Contacts
1 1 T-Online 49,6 24,96 +0,28 -1,27 4.162 167
2 2 eBay.de 46,4 23,36 +0,07 -0,72 4.460 191
4 3 gutefrage.net 31,4 15,79 +0,25 +0,15 87 6
3 4 WEB.DE 31,3 15,76 -0,09 -1,51 2.556 162
5 5 Yahoo! Deutschland 27,3 13,77 -0,31 -0,41 883 64
6 6 BILD.de 26,1 13,13 -0,38 -0,21 2.130 162
7 7 CHIP Online 25,5 12,84 -0,24 +0,79 307 24
8 8 computerbild.de 25,4 12,81 +0,26 +5,76 206 16
9 9 GMX 24,6 12,36 +0,13 -1,02 2.113 171
10 10 SPIEGEL ONLINE 21,1 10,63 -0,20 -1,15 755 71
11 11 RTL.de 20,3 10,24 -0,23 +0,58 259 25
16 12 MyVideo 18,8 9,46 +0,59 +1,23 129 14
12 13 FOCUS Online 18,7 9,44 -0,64 +0,39 161 17
13 14 DasTelefonbuch.de 18,6 9,38 +0,01 +2,00 61 7
14 15 MSN 18,1 9,13 -0,05 -3,21 390 43
15 16 CHEFKOCH.de 17,8 8,98 -0,01 +1,60 181 20
19 17 DasÖrtliche 16,9 8,53 +0,52 +0,53 61 7
17 18 wetter.com 16,6 8,38 -0,42 +0,84 118 14
18 19 meinestadt.de 16,6 8,37 -0,04 +0,27 206 25
20 20 Welt.de 16,1 8,08 +0,11 -0,23 168 21
Top-3 Gains/Losses in net reach
Top10 websites: T-Online on top before eBay and
gutefrage.net
4
Top-10 platforms by net reach over time
Figures in m Unique User / month
Base: 101.805 unweighted cases (=50,34 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- 2012-03 / plan.net media intelligence
24,96
23,36
15,79 15,76
13,77 13,13 12,84 12,81 12,36 10,63
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
11-0111-0211-0311-0411-0511-0611-0711-0811-0911-1011-1111-1212-0112-0212-03
T-Online
eBay.de
gutefrage.net
WEB.DE
Yahoo!
BILD.de
CHIP Online
computerbild.de
GMX
SPIEGELONLINE
Chefkoch has highest net reach, followed by
GesünderNet and its4families
5
Base: 101.805 unweighted cases (=50,34 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- 2012-03 / plan.net media intelligence
Top-5 familiy – and cooking-platforms by net reach over time
Figures in m Unique User / month
8,98
5,34
3,72
2,33 1,61 1,42 1,37 1,19
0
1
2
3
4
5
6
7
8
9
10
11
12
11-0111-0211-0311-0411-0511-0611-0711-0811-0911-1011-1111-1212-0112-0212-03
CHEFKOCH.de
GesünderNet
its4families
Urbia - We arefamily!
kochbar.de
NetMoms
DasKochrezept.de
ELTERN.de
Publisher ranking March 2012
6
Tomorrow Focus # 1, InteractiveMedia gains net reach
2012-
02
2012-
03 Publisher
Net reach
in %
Unique User
in m
Difference in UU
to 2012-02
Contacts
in m
Ø
Contacts
1 1 TOMORROW FOCUS 58,7 29,53 -0,18 1.359 46
2 2 InteractiveMedia CCSP 58,5 29,47 +0,32 4.837 164
3 3 United Internet Media 53,7 27,03 -0,27 4.978 184
4 4 Axel Springer Media Impact 51,5 25,94 -0,20 2.806 108
5 5 SevenOne Media 51,0 25,69 -0,02 1.024 40
6 6 IP Deutschland 50,8 25,57 -0,04 2.100 82
7 7 eBay Advertising Group 49,4 24,88 +0,24 5.564 224
8 8 Ströer Interactive 44,9 22,60 -0,19 929 41
9 9 OMS 41,7 20,97 -0,43 1.019 49
10 10 Yahoo! Deutschland 39,5 19,89 -0,37 1.323 67
11 11 G+J Electronic Media Sales 39,5 19,88 -0,29 1.084 55
12 12 ad pepper media 35,8 18,01 +0,23 184 10
13 13 iq digital 33,6 16,93 -0,53 974 58
14 14 freeXmedia 32,4 16,30 -0,11 1.269 78
15 15 Hi-media Deutschland 30,5 15,34 -0,36 555 36
16 16 Microsoft Advertising 29,1 14,67 -0,20 854 58
17 17 SPIEGEL QC 28,6 14,38 -0,27 954 66
18 18 Unister Media 21,6 10,87 -0,20 148 14
19 19 Glam Media 21,6 10,86 -0,06 112 10
21 20 Urban Media 15,4 7,73 +0,11 181 24
Top-3 Gains/Losses in net reach
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
reporting timeframe: March 2012 / Source: AGOF internet facts 2012-03 / plan.net media intelligence
Over 51 million onliners in Germany
7
Base: 112.805 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
51,40 Mio. use the Internet
50,34 Mio. have used the Internet in the
last 3 months
73% 72%
70,33 Mio. German speaking
population 14 years
and older
8
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 73
0
10
20
30
40
50
60
70
80
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Base: 112.922 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
9
Online use (last 3 months) by age and gender
Figures in %
96 94 95
87
76
57
32
96 96 91
83
68
45
14
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: 112.922 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
10
Online use (last 3 months) by age over time
Figures in %
92
96
86
95
77
93
66
85
50
72
27
51
9
22
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: 112.922 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / 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
134
132
130
119
101
71
30
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
95
93
85
72
51
22
In %
Base: 112.922 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / 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
93
90
101
110
120
78
112
126
121
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
79
86
56
80
90
86
Base: 112.922 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
13
Gender and age of onliners
Figures in m / %
26,39 52%
23,95 48%
male
female
4,96 10%
9,33 19%
9,19 18% 11,56
23%
8,17 16%
4,69 9%
2,44 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: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
14
Education and occupation of onliners
Figures in m / %
1,89 4%
15,48 31%
16,02 32%
7,68 15%
9,27 18%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,41 15%
32,72 65%
5,24 10%
4,97 10%
In educationEmployedRetired / PensionerNot employed
Almost two thirds of the online users are employed
and have at least completed secondary education
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
15
Personal income and net household income of onliners
Figures in m / %
14,12 28%
18,01 36%
8,67 17%
2,75 5%
2,46 5%
4,33 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
7,21 14%
14,09 28%
13,12 26%
7,50 15%
8,42 17%
58% of the onliners have a net household income of
more than 2.000 euros
Personal income Net household income
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
16
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home –
30% of onliners use the internet on the move via
laptop / mobile phone
96
34
8
10
30
27
95
32
8
9
23
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
2012-03
2011-03
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
17
Base: 97.445 unweighted cases (= 47,76 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 2012-03 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
78
64
9
7
23
14
10
0 10 20 30 40 50 60 70 80 90
Broadband
DSL
Cable
Other broadband connection (cable, 3G)
Narrowband
ISDN
Analog modem
79% of the onliners in Germany access the internet
via broadband
18
Information sources used online (at least occasionally)
Figures in %
87
82
70
69
64
62
56
42
40
39
39
89
84
69
68
62
61
57
40
41
35
39
0 20 40 60 80 100
E-Mails
Search Engines
Global News
Online Shopping
Weather
Regional, local news
Online-Banking
Product Reviews
Chat, Forums
Food and Beverages
Sport
2012-03
2011-03
38
35
32
29
23
21
21
19
17
16
9
37
31
34
28
24
18
20
19
16
17
9
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
2012-03
2011-03
E-Mail and search engines are the most used online
services
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
19
Top-20 searched for products online
Figures in %
59
55
55
50
44
44
44
43
41
40
59
56
55
50
40
44
45
47
44
42
0 20 40 60 80
Books
Vacations
Tickets
Hotels
Shoes
Airline Tickets
Furniture
CDs
Train Ticktets
Telecommunication Products
2012-03
2011-03
39
38
37
36
36
35
35
35
33
33
38
40
36
39
38
35
35
36
33
34
0 20 40 60 80
Women Clothing
Movies, Videos, DVDs
Men Clothing
Digital Cameras
Computer-Hardware
Sports Equipment
Toys
Health Products, Medicine
Flatscreen TV
Used Cars
2012-03
2011-03
Books, vacations and tickets are the most searched
goods on the internet
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
20
Top-20 purchased products online
Figures in %
43
35
27
27
26
25
25
25
24
23
42
34
25
25
26
24
21
24
22
22
0 10 20 30 40 50
Books
Tickets
Womens Clothing
Hotels
CDs
Vacations
Shoes
Airline Tickets
Men's Clothing
Toys
2012-03
2011-03
21
21
19
18
17
17
16
15
14
13
21
20
20
17
16
16
16
15
13
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
2012-03
2011-03
Books and tickets are most frequently purchased
goods
Base: 101.805 unweighted cases (=50,34 m online users in the last 3 months in the German speaking population in Germany 14 years and older);
Source: AGOF internet facts 2012-03 / plan.net media intelligence
Profile AGOF internet facts 2012-03
Universe: 70,33 m (German speaking population in Germany
14 years and older)
Sample: 112.922 unweighted cases (101.805 onliners)
Time frame: March 2012
Reported websites: 749
Reported placement units: 3.952
Reported product categories: 59
Tel: +49 (0)89 2050 30
E-Mail: [email protected]
Web: www.plan-net-group.com
Facebook: facebook.com/plannet
Twitter: @plannet
contact
plan.net group
for digital communication gmbh & co.kg
House of Communication
80250 Munich, Germany
