Product Type: Market Research Report
Published by: eMarketer
Published: June 2007
Product Code: R203-493Description With 40 million active Internet users, Germany is home to Europe's largest online population, and two out of three German Internet users are online buyers. Not surprisingly, the country is Europe's largest retail e-commerce market, with online sales of $23.9 billion in 2006.
Germany: Online Overview examines all aspects of this powerhouse of the European Internet.
Germans are experienced online users—and buyers. Nearly two-thirds of Germany's Internet population has been online for three or more years.
Most importantly, however, the German Internet population continues to grow.
Key questions the Germany: Online Overview answers:
- How big is Europe's biggest online retail market?
- How much does the average German online buyer spend a year?
- How fast is the German online population growing?
- How old—or young—are German Internet users?
- How much do German advertisers spend online?
- How does the German online advertising market compare to the rest of Europe?
- What other digital channels are growing in Germany?
- And many others….
eMarketer Reports—On-Target and Up-to-Date
The Germany: Online Overview aggregates the latest data from international marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
Table of Contents - Executive Summary
- Internet Users and Penetration in Germany, 2005-2011 (millions and % of population)
- The Economy
- Internet Access
- Comparative Estimates: Internet Users in Germany, 2006 (millions)
- Internet User Penetration in Germany, 2004-2010 (% of population)
- Active Internet Users in Germany, by Access Locations in the Past Year, 2006 (% of respondents)
- Broadband Access
- Broadband Households and Penetration in Select Countries in Western Europe, 2005-2011 (millions and % of total households)
- Broadband Household Penetration in Germany, 2003-2008 (% of households and % increase vs. prior year)
- Broadband Households and Penetration in Germany, by Access Technology, 2005-2011 (millions and % of total households)
- Pricing
- 'Best Value' Broadband Offers among Leading Access Providers in Germany, February 2005 vs. May 2006
- Usage
- Online Activities* of Active Internet Users in Germany, 2006 (% of respondents)
- Select Online Activities of Adult Internet Users in Germany, Q2 2006 (% of respondents)
- Top 10 Web Properties among Internet Users in Germany, Ranked by Unique Visitors, March & April 2007 (thousands and % increase/decrease vs. prior month)
- Active Second Life Residents Worldwide, by Region, March 2007 (thousands of unique users, % market share and % increase vs. January 2007)
- Retail E-Commerce
- Retail E-Commerce: Germany, 2006-2010
- Comparative Estimates: Retail E-Commerce Sales* in Germany, 2006-2010 (billions)
- B2C E-Commerce in Germany, 2005 & 2006 (billions and % increase vs. prior year)
- Comparative Estimates: Online Buyers in Germany, 2002-2005 & 2011 (millions)
- Average Online Spending per Online Buyer in Germany, 2006 & 2011
- B2B and B2C E-Commerce Revenues in Germany, 2004-2010 (billions)
- Types of Goods and Services Sold by B2C E-Commerce Web Sites in Germany, 2006 (% of respondents)
- Top 10 Product Categories that Active Internet Users in Germany Purchased Online in the Past Year, 2006 (% of respondents)
- Top 10 Retail E-Commerce Sites among Internet Users in Germany during the Holiday Season, Ranked by Visits*, October 30-December 31, 2006 (% market share and cyber shopping index**)
- Demographic Profile of Online Buyers* in Germany, by Select Product Categories, 2005 (% of respondents in each category)
- Other Digital Channels
- Mobile Content and Applications Used by Mobile Subscribers in Germany, March 2007 (thousands and % of mobile subscribers)
- Analog and Digital TV Households in Germany, 2006 (% of TV households)
- Voice Telecommunication Minutes Used in Germany, by Service Type, 2006 (billions)
- Online Demographics
- Internet and Non-Internet Users in Germany, by Age, 2006 (% of respondents)
- Active Internet Users in Germany, by Age and Gender, 2006 (% of respondents)
- Active Internet Users in Germany, by Experience Online, 2006 (% of respondents)
- Average Web Usage in Germany among At-Home and At-Work Internet Users, January-May 2007
- Online Advertising
- Advertising Spending in Germany, by Media, 2003-2007 (millions)
- Online Advertising Spending in Germany, Q1 2006 & Q1 2007 (millions and % increase vs. prior year)
- Measured Media Ad Spending Growth in Germany, by Media, 2004-2006 (% increase/decrease vs. prior year)
- Internet Share of Total Media Spending in Select Countries in Western Europe, 2003-2007 (% of total)
- Online and Total Media Advertising Spending in Germany, 1996-2007 (millions)
- Top Five Industries in Germany, Ranked by Online Advertising Spending, Q1 2007 (millions)
- Online Advertising Click-Through Rates in Select Countries in Western Europe, by Ad Type, March 2007
- Online Display Advertising Impressions in Select Countries in Europe*, by Format, July-December 2006 (% of delivered display ad impressions)
- Attitudes of Adult Internet Users in Select Countries in Western Europe toward Online Advertising, September-December 2006 (% of respondents)
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- Related Links
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