OVK Online- RepORt 2011/ 01

OnlInE ACtIVItIES OF IntERnEt uSERS
Communication, information
and transactions
are increasingly taking
place online.
Key usage areas – top 10
Sending and receiving
private e-mails
Research using search engines
or online catalogues
Weather
International news
Online shopping
Regional or local news
Online banking
Chatrooms and forums
test results
Sports results,
sports reports
IntERnEt uSE IS A SEt PARt OF
EVERyDAy lIFE
the wide range of online applications used shows that the Internet
has become firmly established across virtually all areas of life. Sending
and receiving private e-mails still occupies first place with 87.8%
(44.50 million) of Internet users, followed by research using search
engines or web catalogues (82.1% or 41.59 million users). For
around two thirds of users, the use of weather, international news
and e-commerce sites follows. Over half of those online also use
regional or local news services as well as online banking. Other main
areas of use include chatrooms and forums and checking test and
sports results as well as cinema listings. Instant messaging services and
accessing employment, property or dating websites are other
common uses of the Internet.
unique users in millions
39.0
38.8
37.9
Interpretation example: 65.4% of all Internet users (WNK) use international news services at least occasionally. /// Basis: 101.172
cases (Internet users in the last three months) / „How often do you use the following sources of information or offers: frequently,
occasionally, rarely or never?“ / Top-two box is shown: frequent or occasional usage / Data in percent / The top 10 from a total of 22
subjects are shown /// Source: AGOF e.V. / internet facts 2010-III /// Data for the German market
57.9
56.2
65.9
65.4
64.8
82.1
0 10 20 30 40 50 60 70 80 90 100%
87.8
OVERVIEW OF POtEntIAl CuStOMERS tO REACh OnlInE, By SECtOR
CuRREnt POtEntIAl CuStOMERS By SECtOR,
BASED On thE IntERnEt FACtS 2010-III
The AGOF sector reports show the potential customers for defined
sectors that can be found online.
Sector potentials for prospective customers looking for information online and for
online shoppers; Basis of Internet users (WnK): 50.67 million unique users
travel sector
Entertainment sector
Fashion sector
Entertainment electronics sector
Automotive sector
Computer sector
Cosmetics sector
Insurance sector
FMCG food & beverages sector
Finance sector
7.0
6.0
9.2
11.6
20.2
19.4
24.1
22.2
28.3
26.2
56.7
58.9
0 10 20 30 40 50 60 70 80 90 100% unique users
■ People seeking information online (WnK) in % ■ Online buyers (WnK) in %
in million
Interpretation example: 82.3% of Internet users, which equates to 41.72 million Unique Users, have gone online at least once
in the past to find information on travel products. /// Basis: 101,172 cases (Internet users in the last three months) / „Have you
ever looked for information on the Internet about the following products?“ / “Have you bought any of the following products
via the Internet in the past 12 months?” /// Data expressed as a percentage and in millions of Unique Users /// Source: AGOF
e.V. / internet facts 2010-III /// Data for the German market
the products studied in the context of this sector analysis can be subdivided as follows:
travel Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips
Entertainment Computer and video games, theatre and concert tickets, etc., films on DVD/video
chargeable music/film downloads from the Internet
Entertainment electronics Flat-screen TVs, DVD players/recorders, hard-disk recorders,
home cinema/surround-sound systems, digital cameras, navigation systems
Fashion Women’s/men’s clothing, shoes
Automotive Used cars, new cars, hire cars
Computers Hardware or computer accessories, software excluding games
Cosmetics Women’s/men’s cosmetics, women’s/men’s perfumes, bodycare, haircare or dental care products
Insurance Health insurance, life assurance and private pension schemes, other insurance such as car,
contents or indemnity insurance
FMCG food & beverages Non-alcoholic drinks, beer, other alcoholic drinks and spirits, frozen products and ready meals,
dairy products, confectionery and savoury snacks
Finance investments, shares, securities, funds, loans
39.8
39.4
46.3
44.1
51.6
56.7
78.7
82.3
Infor-
mation
41.72
39.86
29.85
28.74
23.48
22.35
19.96
14.33
13.30
11.26
Pur-
chases
26.15
28.73
20.15
10.22
5.89
12.23
9.82
3.54
4.65
3.05
17