The BVDW, IAB Austria and IAB Switzerland study on Internet use in the DACH region was undertaken in May and June 2014. The study included the measurement of socio-demographics, media consumption, digital commerce as well as the evaluation of the online presence of brands and interaction with brands on the Internet.

1. DACH-Study 2014
Digital usage trends in Germany, Austria and Switzerland
Bundesverband Digitale Wirtschaft (BVDW), IAB Austria, IAB Switzerland
October 2014

2. BVDW, IAB Austria, IAB Switzerland: DACH-Study
Page 2 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland
The aim of the study is to reveal central developments and usage trends in the DACH-region
Cooperation between BVDW, IAB Austria, IAB Switzerland
The study reflects 58 million online users in Germany, Austria and Switzerland (DACH-region)

3. Method of the study
DACH-study of BVDW, IAB Austria, IAB Switzerland
Market research institute: d.core GmbH
Method:
• Survey (Online Access Panel): n = 3.120 Online user
Germany (D): n = 1.041, Austra (A): n = 1.037, Switzerland (CH): n = 1.042
• Field time: 21.05. – 04.06.2014
Sample: Internet user between 16 and 69 years
• Online-representative (age and gender)
• At least one internet usage in the last three months
Page 3 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland

4. Key Results - Multiscreen
Page 4 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland

5. Media-Meshing is everyday life
Almost every onliner uses media simultaneously, especially TV
Page 5 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland

6. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fernsehen Radio Zeitungen Zeitschriften Internet via
Laptop/Desktop
Internet via
Smartphone
Internet via
Tablet
Internet via
Fernsehen/Smart
TV
D A CH
Media-Meshing (weekday)
Percentage of onliner with media-meshing per media / device in %
Page 6 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland
Frage: Which media do you (also) use simultaneously on a weekday?
Base: Onliner and user of the respective media
TV Radio Newspaper Magazine Laptop PC Smartphone Tablet Smart TV

7. Media-Meshing TV (weekday)
Media-Meshing TV and digital devices in %
Page 7 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland
Question 104-111: From the time you spend on a normal weekday with TV, how much time do you spend simultaneously wit the following devices?
Base: Onliner and user of the respective media
80
53
28
76
50
22
72
54
33
Laptop PC Smartphone Tablet
D A CH

8. Social TV Buzz is popular – 37 Mio. onliner in the DACH-region read social
media TV comments in real-time, 21 Mio. write TV comments themselves.
Page 8 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland

9. Frequency of real-time TV-comments in social media
in %
Page 9 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland
Question 208: Have you ever read or written TV comments from other users in relatime online?
Base: Onliner: D = 1.041; A = 1.037; CH = 1.042
8
3
14
7
26
11
15
16
37
63
Gezielt gelesen
Selbst verfasst
Sehr häufig Häufig Ab und zu Selten Nie
8
3
11
4
22
10
20
14
39
68
Gezielt gelesen
Selbst verfasst
Sehr häufig Häufig Ab und zu Selten Nie
6
2
12
5
26
14
19
16
37
63
Gezielt gelesen
Selbst verfasst
Sehr häufig Häufig Ab und zu Selten Nie
at least seldom
63 %
37 %
62 %
32 %
63 %
37 %
Read
Write
Read
Write
Read
Write
Very often
Very often
Very often
Often
Often
Often
Sometimes Seldom Never
Sometimes Seldom Never
Sometimes Seldom Never

10. Real-time TV-comments in social media - details
Portals, in which online-comments were read or written - %
Page 10 | October 2014 | DACH-Study 2014 - digital usage trends in Germany, Austria and Switzerland
Question 209: And where have you read or written the TV comments from other uses in realtime online?
Base: Onliner: D = 1.041; A = 1.037; CH = 1.042
37
25
4
7
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
35
25
4
10
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
36
22
5
11
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
19
10
4
9
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
19
9
3
6
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
20
8
4
9
Soziale Netzwerke
Online-Foren
Mikroblogs
Keines davon
Read
Write
Social Networks
Online forums
Microblogs
None of these
Social Networks
Online forums
Microblogs
None of these
Social Networks
Online forums
Microblogs
None of these
Social Networks
Online forums
Microblogs
None of these
Social Networks
Online forums
Microblogs
None of these
Social Networks
Online forums
Microblogs
None of these
Read Read
Write Write

11. © 2014 | BVDW ; IAB Österreich, IAB Schweiz
Carola Lopez
Leiterin Marktforschung
BVDW e.V.
Berliner Allee 57
40212 Düsseldorf
Fon +49 211 600456 - 26
Fax +49 211 600456 - 33
lopez@bvdw.org
www.bvdw.org
Kontakt
Dr. Lilian Meyer-Janzek
Geschäftsführerin IAB Austria
Interactive Advertising Bureau Austria BetriebsGmbH
Mariahilfer Strasse 123/3
1060 Wien
Fon +43 699 1 422 2878
Fon +43 699 1 IAB AUST
lilian.meyer-janzek@iab-austria.at
www.iab-switzerland.ch
Roger Baur
Geschäftsführer IAB Switzerland
Interactive Advertising Bureau Switzerland
Jenatschstrasse 1
8002 Zürich
Fon +41 (0)79 600 13 17
roger.baur@iab-switzerland.ch
www.iab-switzerland.ch