| Article Index |
|---|
| Germany |
| Social Networking and UGC |
| eCommerce |
| Online Travel Market |
| Interactive TV & Mobile Devices |
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Usage Patterns
| Total Online Population (000's) in 2009 | 54,229 |
| Percentage of Population Online in 2009 | 65.9% |
Demographics
There were 54,229,325 internet users in Germany (representing 65.9% of the population) in September 2009, according to Internet World Stats. This was up by 126.0% compared to 2000. (Internet World Stats, November 2009)
53.1 million people will use the internet in Germany by 2013, according to eMarketer. This would be up from 48 million in 2009.
Internet users in Germany 2008-2013:
- 2008: 46.0 million
- 2009: 48.0 million
- 2010: 49.7 million
- 2011: 51.0 million
- 2012: 52.1 million
- 2013: 53.1 million
(eMarketer, May 2009)
Search Engines and Searches
In May 2008, Google Sites increased its lead as the leading search property in Germany to 80.5% of all searches, according to comScore.
1. Google Sites: 80.5%
2. eBay: 6.2%
3. ProSiebenSat1 Sites: 2.4%
4. Verlagsgruppe Georg von Holtzbrinck: 2.2%
5. AOL LLC: 1.6%
6. Amazon Sites: 1.1%
7. Microsoft Sites: 1.0%
8. Yahoo! Sites: 0.9%
9. Deutsche Telekom: 0.8%
10. T-Online Sites: 0.7%
In May 2008, there were 3.7 billion searches conducted in Germany during the month. 34.9 million German internet users made at least one search during the month, more than in any other European country. German searchers conducted an average of 107 searches per searcher during the month, or 3.5 searches per day. (comScore, July 2008)
Digital Media
35.7 million German internet users viewed at least one video online in August 2009, up 38% versus the previous year, according to comScore.
Driven by the popularity of YouTube.com (which accounted for 99.5% of all videos viewed on the property), Google Sites grew 45% versus year ago to further solidify its position as the leading online video viewing property in Germany.
Top German Online Video Properties in August 2009, ranked by Total Unique Viewers* (Total Germany - Age 15+, Home & Work Locations**):
Total Unique Viewers: 35,745,000 (+38% compared to August 2008)
1. Google Sites: 24,125,000 (+45%)
2. Universal Music Group: 10,609,000 (+19%)
3. ProSiebenSat1 Sites: 10,565,000 (+164%)
4. RTL Group Sites: 5,644,000 (+27%)
5. Fox Interactive Media: 4,440,000 (+231%)
6. Microsoft Sites: 3,972,000 (+107%)
7. Axel Springer AG: 3,491,000 (+222%)
8. MEGAVIDEO.COM: 3,067,000 (+47%)
9. Deutsche Telekom: 2,997,000 (+495%)
10. Amazon Sites: 2,223,000 (+179%)
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
**Excludes Internet activity from public computers such as Internet cafes or access from mobile phones or PDAs.
Germany's 36 million online video viewers watched 6.4 billion videos in August 2009, an average of 178 videos per viewer. Google Sites was also the top-ranked video property by videos viewed with 2.8 billion, representing 43% of the German online video market. ProSiebenSat1 Sites ranked second with a 2.6 percent share, followed by Megavideo.com (1.6 percent share), and RTL Group Sites (1.3 percent share).
German online video viewers spent an average 16 hours per viewer watching videos during the month (up 86% versus previous year). The heaviest viewers of online video are males between the ages of 15-24 who watched approximately 24 hours of online video per person in August. (comScore at , October 2009)
Access
There were 37,093,495 active internet home users in Germany in June 2009, according to Nielsen Online. This was up by 1.06% compared to the previous month. (ClickZ, August 2009)
75% of households in Germany had access to the internet during the first quarter of 2008, according to the results of the survey on Information and Communication Technologies (ICT) by Eurostat. This was up from 71% in 2007 and 67% in 2006. (Eurostat, December 2008)
