Im aktuellen EIAA Mediascope Europe Spotlight stehen die Online-Aktivitäten und das Internetnutzungsverhalten der 16 bis 24 Jährigen im Mittelpunkt.
Die wichtigsten europäischen und deutschen Ergebnisse:
- The percentage of people aged 16-24 using the internet each week has grown substantially by +27% since 2004 to 90% (33.2m) across the 10 countries surveyed and 8 out of 10 log on at the weekend
Weekly internet use Germany: 95% (+25% since 2004)
Weekend internet use Germany: 91%
- Digital youth spend 14.8 hours online each week, 30% more time than they spend watching TV (11.4 hours) and up 44% since 2004. In addition well other a third (39%) are heavy internet users spending 16+ hours online each week
Time spent online Germany: 15.9 (+62% since 2004)
Heavy users Germany: 42%
- The data highlights that digital youth use the internet mainly for entertainment and to communicate with email (84%), communicating via social networking sites (67%), instant messaging (61%) and watching film, TV or video clips (52%) amongst the top 5 web activities. In addition podcasting and blogging have grown substantially in popularity since 2007
Top 5 Web Activities Germany: Search (94%), email (93%), communicating via social networks (77%) creating a social networking profile (75%), instant messaging (64%)
- 89% of 16-24 year old internet users say they cannot live without at least one web activity
Germany: 97%
- Regarding websites visited music (63%), film (61%), news (57%), local information (46%), technology (46%) and clothing and fashion (46%) are the most popular website types amongst these digital youth
Top 5 websites visited Germany: News (68%), films (65%), auction (55%), local information (57%), music (56%)
- 88% of digital youth state that as a result of the internet they are staying in touch with friends and relatives more, half (50%) have chosen better products or services, 46% have booked more holidays or made travel arrangements and 36% are more able to keep up to date with environmental issues showing that 16-24 year olds are deepening their experience of the internet by not only increasingly using it for leisure pursuits but to actively enhance and manage their daily lifestyles
Germany: Keep in touch with friends or family (89%), choose better products and services (50%), book holidays or make travel arrangements (45%), keep up to date with environmental issues (40%), access health information (26%)
- 82% of digital youth now use a broadband connection, a growth of +34% since 2004, and 57% of these broadband users are wireless, well above the European average of 49%
German Digital Youth: 70% (+27% since 2004)
German Digital Youth wireless: 58% (Germany average 42%)
- 82% of 16-24 year old internet users shop online, up 95% since 2004, buying an average of eight items each in a period of six months and spending €398 on these items
Germany: 85% / eight items / €448
- The research also highlights the most popular products/services bought online amongst digital youth - 43% of this demographic have bought travel tickets online, 34% have bought clothes and concert/festival/theatre tickets (32%), music downloads (30%) and books (29%) are also popular online purchases.
Germany: Electrical goods (45%), concert/festival/theatre tickets (45%), clothes (44%), books (42%), travel tickets (34%)
Die von der EIAA (European Interactive Advertising Association), dem Branchenverband pan-europäischer Online-Vermarkter und Technologiedienstleister, in Auftrag gegebene Studie "Mediascope Europe 2008" befragt jährlich Internetnutzer in ganz Europa. Mit über 9.000 befragten Nutzern, davon mehr als 1.000 in Deutschland, gehört die EIAA Mediascope Europe zu den umfassendsten Umfragen, in denen die Internetgewohnheiten von Konsumenten untersucht werden.
EIAA ruft Marketing-Entscheider zur Teilnahme am Marketers' Internet Ad Barometer auf
"Inwiefern beeinflusst der derzeitige wirtschaftliche Abschwung die Media-Strategie Ihres Unternehmens?" Mit dieser und weiteren aktuellen Fragen befasst sich das fünfte Marketers' Internet Ad Barometer der EIAA (European Interactive Advertising Association). Zur Teilnahme an dieser Befragung lädt Alison Fennah, Executive Director EIAA, alle Marketing-Entscheider ein. Im Fokus der Befragung steht die Rolle der Online-Werbung im Marketing-Mix von werbungtreibenden Unternehmen. Hierbei bietet die Studie einmalige Einblicke in die Planung und Anpassung der Marketingstrategien.
Ab sofort stehen die Fragebögen für interessierte Marketing-Manager online, die Beantwortung dauert maximal 20 Minuten. Alle Teilnehmer erhalten exklusiv eine Vorabveröffentlichung der Studie.
Der Fragebogen ist unter dem angegebenen Link verfügbar:
http://eiaa.rogator.de/...
Die wichtigsten europäischen und deutschen Ergebnisse:
- The percentage of people aged 16-24 using the internet each week has grown substantially by +27% since 2004 to 90% (33.2m) across the 10 countries surveyed and 8 out of 10 log on at the weekend
Weekly internet use Germany: 95% (+25% since 2004)
Weekend internet use Germany: 91%
- Digital youth spend 14.8 hours online each week, 30% more time than they spend watching TV (11.4 hours) and up 44% since 2004. In addition well other a third (39%) are heavy internet users spending 16+ hours online each week
Time spent online Germany: 15.9 (+62% since 2004)
Heavy users Germany: 42%
- The data highlights that digital youth use the internet mainly for entertainment and to communicate with email (84%), communicating via social networking sites (67%), instant messaging (61%) and watching film, TV or video clips (52%) amongst the top 5 web activities. In addition podcasting and blogging have grown substantially in popularity since 2007
Top 5 Web Activities Germany: Search (94%), email (93%), communicating via social networks (77%) creating a social networking profile (75%), instant messaging (64%)
- 89% of 16-24 year old internet users say they cannot live without at least one web activity
Germany: 97%
- Regarding websites visited music (63%), film (61%), news (57%), local information (46%), technology (46%) and clothing and fashion (46%) are the most popular website types amongst these digital youth
Top 5 websites visited Germany: News (68%), films (65%), auction (55%), local information (57%), music (56%)
- 88% of digital youth state that as a result of the internet they are staying in touch with friends and relatives more, half (50%) have chosen better products or services, 46% have booked more holidays or made travel arrangements and 36% are more able to keep up to date with environmental issues showing that 16-24 year olds are deepening their experience of the internet by not only increasingly using it for leisure pursuits but to actively enhance and manage their daily lifestyles
Germany: Keep in touch with friends or family (89%), choose better products and services (50%), book holidays or make travel arrangements (45%), keep up to date with environmental issues (40%), access health information (26%)
- 82% of digital youth now use a broadband connection, a growth of +34% since 2004, and 57% of these broadband users are wireless, well above the European average of 49%
German Digital Youth: 70% (+27% since 2004)
German Digital Youth wireless: 58% (Germany average 42%)
- 82% of 16-24 year old internet users shop online, up 95% since 2004, buying an average of eight items each in a period of six months and spending €398 on these items
Germany: 85% / eight items / €448
- The research also highlights the most popular products/services bought online amongst digital youth - 43% of this demographic have bought travel tickets online, 34% have bought clothes and concert/festival/theatre tickets (32%), music downloads (30%) and books (29%) are also popular online purchases.
Germany: Electrical goods (45%), concert/festival/theatre tickets (45%), clothes (44%), books (42%), travel tickets (34%)
Die von der EIAA (European Interactive Advertising Association), dem Branchenverband pan-europäischer Online-Vermarkter und Technologiedienstleister, in Auftrag gegebene Studie "Mediascope Europe 2008" befragt jährlich Internetnutzer in ganz Europa. Mit über 9.000 befragten Nutzern, davon mehr als 1.000 in Deutschland, gehört die EIAA Mediascope Europe zu den umfassendsten Umfragen, in denen die Internetgewohnheiten von Konsumenten untersucht werden.
EIAA ruft Marketing-Entscheider zur Teilnahme am Marketers' Internet Ad Barometer auf
"Inwiefern beeinflusst der derzeitige wirtschaftliche Abschwung die Media-Strategie Ihres Unternehmens?" Mit dieser und weiteren aktuellen Fragen befasst sich das fünfte Marketers' Internet Ad Barometer der EIAA (European Interactive Advertising Association). Zur Teilnahme an dieser Befragung lädt Alison Fennah, Executive Director EIAA, alle Marketing-Entscheider ein. Im Fokus der Befragung steht die Rolle der Online-Werbung im Marketing-Mix von werbungtreibenden Unternehmen. Hierbei bietet die Studie einmalige Einblicke in die Planung und Anpassung der Marketingstrategien.
Ab sofort stehen die Fragebögen für interessierte Marketing-Manager online, die Beantwortung dauert maximal 20 Minuten. Alle Teilnehmer erhalten exklusiv eine Vorabveröffentlichung der Studie.
Der Fragebogen ist unter dem angegebenen Link verfügbar:
http://eiaa.rogator.de/...
