21
agof internet facts 2011-12 plan.net group for digital communication 22.03.2012 2
agof internet facts 2011-12
plan.net group for digital communication
22.03.2012
2
Website-ranking December: net reach Ø month
3
Chefkoch.de gained net reach during christmas
period, wetter.com back in top20
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
2011-
11
2011-
12 Website
Net Reach
in %
unique user
in m.
Difference in UU
To 2011-11
Difference in UU
to 2010-12
contacts
in m.
Ø
contacts
1 1 T-Online 48,8 24,59 -0,26 -0,12 3.698 150
2 2 eBay.de 48,2 24,26 +0,55 -0,04 4.642 191
3 3 WEB.DE 33,1 16,69 +0,42 -0,64 2.785 167
5 4 gutefrage.net 28,9 14,55 +0,22 -0,37 75 5
4 5 Yahoo! Deutschland 28,3 14,26 -0,09 +0,05 825 58
7 6 CHIP Online 27,4 13,77 +0,85 +1,04 393 29
6 7 computerbild.de 26,5 13,36 +0,43 +5,71 269 20
9 8 BILD.de 25,6 12,90 +0,43 +0,36 2.121 164
8 9 GMX 25,5 12,85 +0,27 -0,50 2.082 162
12 10 chefkoch.de 21,9 11,04 +1,87 +1,86 237 22
10 11 SPIEGEL ONLINE 20,4 10,27 +0,11 +0,54 681 66
11 12 MSN 19,9 10,04 +0,12 -3,42 395 39
14 13 DasTelefonbuch.de 18,1 9,12 +0,39 +1,91 64 7
19 14 RTL.de 17,8 8,94 +1,35 -2,29 221 25
13 15 FOCUS Online 17,1 8,62 -0,16 +1,71 145 17
15 16 DasÖrtliche 17,0 8,57 +0,15 +0,96 62 7
16 17 Entertainweb 16,0 8,06 +0,06 +1,41 58 7
17 18 Windows Live 15,8 7,94 +0,12 -2,42 460 58
25 19 wetter.com 15,6 7,87 +1,67 -2,92 133 17
21 20 Welt.de 15,3 7,68 +0,24 +0,66 165 21
Top-3 Gains/Losses in net reach
24,6
24,3
16,7
14,6 14,3 13,8 13,4 12,9
11,0
6
8
10
12
14
16
18
20
22
24
26
28
30
T-Online
eBay.de
WEB.DE
gutefrage.net
Yahoo!Deutschland
CHIP Online
computerbild.de
BILD.de
GMX
chefkoch.de
chefkoch.de jumps into the top-10, eBay further
closes the gap to t-online
4
Top-10 platforms by net reach over time
Figures in m Unique User / month
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
Publisher ranking December 2011
5
SevenOne Media, G+J and IP Deutschland gain biggest
net reach 2011
11
2011
12 Publisher
Net reach
in %
Unique User
in m
Difference in UU
to 2011-11
Contacts
in m
Ø
contacts
1 1 InteractiveMedia 59,5 30,0 +0,00 4.394 147
2 2 Tomorrow Focus Media 57,6 29,0 -0,04 1.369 47
3 3 United Internet Media 55,4 27,9 +0,67 5.167 185
4 4 IP Deutschland 52,9 26,6 +0,78 2.350 88
5 5 Axel Springer Media 50,8 25,6 +0,28 2.809 110
6 6 eBay Advertising Group 50,4 25,4 +0,33 5.530 218
7 7 SevenOne Media 49,9 25,1 +1,65 994 40
8 8 Ströer Interactive 44,2 22,2 +0,38 988 44
10 9 G+J Electronic Media 42,8 21,6 +1,44 1.133 53
9 10 Yahoo! Deutschland 40,7 20,5 -0,04 1.281 63
11 11 OMS 40,1 20,2 +0,57 925 46
12 12 ad pepper media 37,1 18,7 +0,22 209 11
13 13 iq digital 34,4 17,3 -0,12 1.206 70
14 14 freeXmedia 33,3 16,8 +0,64 1.402 84
15 15 Microsoft Advertising 31,7 16,0 -0,03 872 55
16 16 SPIEGEL QC 27,8 14,0 -0,01 857 61
17 17 Hi-media Deutschland 27,7 13,9 +0,77 554 40
18 18 Glam Media 21,9 11,0 +0,65 116 11
19 19 Unister Media 19,5 9,8 -0,29 119 12
21 20 MAIRDUMONT MEDIA 14,3 7,2 +0,39 107 15
Top-3 Gains/Losses in net reach
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
Over 51 million onliners in Germany
6
70,33 m German
speaking population
14 years and older
use the internet 51,40 m (73%)
have used the internet
in the last 3 months
50,34 Mio. (72%)
Base: 112.302 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
7
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
0
10
20
30
40
50
60
70
80
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
8
Online use (last 3 months) by age and gender
Figures in %
96 94 95
88
76
57
32
96 96 92
83
68
44
13
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 the younger demographics is
online
Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
9
Online use (last 3 months) by age over time
Figures in %
92 96
86
95
77
93
66
86
50
72
27
50
9
20
0
10
20
30
40
50
60
70
80
90
100
2006 2007 2008 2009 2010 2011
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: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
10
Index Online use (last 3 months) by age and gender
Index 100 = German speaking population in Germany 14 years and older
107
93
136
132
130
119
100
70
29
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
66
96
95
93
86
72
50
21
In %
Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / 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
94
90
101
112
118
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
72
80
85
56
80
90
86
Base: 112.471 unweighted cases (=70,33 m German speaking population in Germany 14 years and older);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
12
Gender and age of onliners
Figures in m / %
26,50 0,5
23,80 0,5
male
female
4,99 10%
9,46 19%
9,27 18% 11,59
23%
8,08 16%
4,59 9%
2,35 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: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
13
Education and occupation of onliners
Figures in m / %
1,89 4%
15,32 30%
16,05 32%
7,75 15%
9,33 19%
NoneSecondary Modern / Primary SchoolSecondary Schools(Specialized) A-LevelsUniversity Degree
7,48 15%
32,83 65%
4,98 10%
5,05 10%
In educationEmployedRetired / PensionerNot employed
Almost two thirds of the online users are employed
and have at minimum completed continued
education
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
14
Own income and net household income of onliners
Figures in m / %
14,76 29%
17,98 36%
8,42 17%
2,44 5%
2,51 5%
4,23 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
14,70 15%
29,10 29%
25,30 25%
16,40 16%
14,60 15%
56% of the onliners have a net household income of
more than 2.000 euro
Personal income Net household income
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
15
Place of use (at least occasionally)
Figures in %
The internet is used predominantly at home –
28% of onliners use the internet on the road via
laptop / mobile phone
96
34
8
10
28
28
95
32
8
9
22
29
0 20 40 60 80 100 120
At home
At work
At school, university
On the road
In public places
At friends / relatives, elsewhere
2011-12
2010-12
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
16
Base: 96.921 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);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
Online access at home (multiple choice)
Figures in %
79
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
80% of the onliners in Germany access the internet
via broadband
17
Broadband connections at home 2007-2011
Figures in %
61 61 65 65
73 73 74 73 76 76 77 77 79 80 80 80 80 80 80 80
0
10
20
30
40
50
60
70
80
90
Broadband market cap has been reached since
early 2002 – 80% of German onliners use a fast
connection
Base: 95.833 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);
reporting timeframe: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
18
Information sources used online (at least occasionally)
Figures in %
85
82
69
67
65
62
56
41
39
39
37
89
83
66
68
63
59
57
40
37
41
36
0 20 40 60 80 100
E-Mails
Search Engines
Global News
Online Shopping
Weather
Regional, local news
Online-Banking
Product Reviews
Sports Results, News
Chat, Forums
Cinema
2011-12
2010-12
37
34
32
28
22
20
19
19
17
16
10
34
29
35
29
24
19
17
18
17
18
10
0 20 40 60 80 100
Food and Beverages
TV Listings
Messenger
Family and Kids
Job Portals
Stars and Celebrities
Fitness and Wellness
Real Estate Listings
Blogs
Flirting, Dating
Horoscopes
2011-12
2010-12
E-Mail and search engines are the most used online
services
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / 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
41
45
44
47
44
42
0 20 40 60 80
Books
Vacations
Tickets
Hotels
Shoes
Furniture
Airline Tickets
CDs
Train Ticktets
Telecommunication Products
2011-12
2010-12
39
38
38
36
36
35
35
35
33
33
38
40
36
39
38
35
35
36
33
34
0 20 40 60 80
Movies, Videos, DVDs
Men Clothing
Digital Cameras
Computer-Hardware
Sports Equipment
Toys
Health Products, Medicine
Flatscreen TV
Used Cars2011-12
2010-12
Books, vacations and tickets are the most searched
goods on the internet
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / 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 Clothing2011-12
2010-12
21
21
19
18
17
17
16
15
14
14
21
20
20
17
16
16
16
14
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
2011-12
2010-12
Books and tickets are most frequently purchased
goods
Base: 101.302 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: December 2011 / Source: AGOF internet facts 2011-12 / plan.net media intelligence
Profile AGOF internet facts 2011-12
Universe: 70,33 m (German speaking population in Germany
14 years and older)
Sample: 112.419 unweighted cases (101.302 onliners)
Time frame: December 2011
Reported websites: 734
Reported placement units: 3.889
Reported product categories: 59
