AGOF internet facts 2012-08 english version

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


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


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


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



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



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 %



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



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



70 years and older

The majority of online users are male and younger

than 50



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



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



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



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);


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

Email

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



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



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



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

Business

AGOF internet facts 2012-08 english version