A presentation about the German Online Market, aimed at international media planners.

1. The German Market

2. We’re German! http://uk.youtube.com/watch?v=vuxghiwjgQc&NR=1

4. German Users

5. Internet – a mass medium 42.7m Germans use the internet ( 63.1% of the German population of 14 + years) Source: ARD-Online-Studie 1997; ARD/ZDF-Online-Studien 1998-2008

6. Users

7. Broadband 26.14 m Germans have a DSL connection at home Source: AGOF internet facts 2008-II, Basis: Onliner-WNK = 40,91 Mio.

8. Users Gender: Male Female Age Groups: 14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years or older Affinity Index Structure in % Source: AGOF internet facts 2008-II, TG: Onliner-WNK (Pot. 40,91 Mio.) Index vs. Total (Pot. 64,87 Mio.) There are proportionately more men online than women. 14-49 year olds use the internet more often than other age groups

9. Users

10. Users

11. Users

13. Users Source: AGOF internet facts 2008-II Basis: Total = 64,87 Mio. German users have a broad spectrum of interests

15. Users ECOMMERCE Internet usage has a great effect on shopping behaviour in Germany. Auction and price comparison websites are far more popular in Germany than the European average. 97.4% of all onliners have done product researche online. 85.5% of all onliners have purchased something online within the last year. The average German internet shopper spends approximately €521 and buys 10 items online in a six month period German e-shoppers buy far more books, electrical goods, theatre/cinema tickets and toys online than the average European country. Other popular purchases are lotto/competitions, clothing, betting, music, hardware, Film DVDs and downloads.

16. The German Ad Market

17. Europe

19. The German Media Mix Spend per medium in September 2008 Source: Nielsen Media Research GmbH

20. Online ad spend growth

21. Ad Spend in 2008 Online ad spend trend per month in ,000 Euros Source: Nielsen Media Research GmbH *) From January 2008: Integration of Mairdumont Media

22. In million Euros OVK Ad Stat 2004 - 2008 A strong and positive tendency for online Source: OVK, Nielsen Media Research [January 2008]. 555 Mio. 1.035 Mio. (+87%) 1.909 Mio. (+84%) 2.884 Mio. (+51%) 3.723 Mio. (+29%) Affiliate Networks Search Display Advertising

23. Users AD FORMATS In Germany the most liked Ad Format is the Medium Rectangle – MPU (39%) but it is closely followed by the Super Banner (34%). In Germany embedded ads that have minimal intrusion scored best for the Germans. Skyscrapers, banners, and video MPUs were the most acceptable. (‘Reconnect Europe’Orange Home UK plc & OMD Insight, July 2006)

24. German Websites Source: IVW 9/2008 Germany‘s largest websites

25. German Websites

26. German Websites Germany‘s largest news websites Quelle: IVW 9/2008

27. German Websites Germany‘s largest community websites Source: IVW 9/2008

28. German Websites Germany‘s largest business websites Quelle: IVW 9/2008

29. German Websites Germany‘s largest search engines Source: comscore 9/2008

30. German Websites Germany‘s largest portals Source: AGOF internet facts 2008-II Basis: Gesamt = 64,87 Mio.

31. We’re German! http:// uk.youtube.com/watch?v=zD8n5PVSDXo