1. Introduction 1. Introduction 1. Introduction 1. Introduction

2. Introduction
Facts & Figures
1.
Internet Community – by Region
Region
•
•
•
•
Penetration rates
Usage
Lifestyle
Brands & online advertising
9.0
Nua Ltd
164.14 million
58.5
Nielsen Research
December 2001
December 2001
Australia
China
Hong Kong
India
Japan
South Korea
Argentina
Brazil
1
Internet
Penetration in Europe
1. Introduction
Source
544.2 million
January 2002
Egypt
Kenya
South Africa
WU-Wien, SS 2003
Number % of populat.
February 2002
USA & Canada
Austria
France
Germany
Italy
Spain
Sweden
UK
Source: Roper Starch, 1500 repr.
Date
Worldwide
3.55 million
43.4
Media Research
15.65 million
26.2
Mediametrie
February 2002
30.2 million
36.4
SevenOne Interactive
August 2001
19.25 million
33.4
Nielsen NetRatings
December 2001
9.4 million
23.5
AINC
February 2002
5.74 million
64.7
Nielsen NetRatings
June 2001
33 million
55.3
February 2002
10.63 million
54.4
January 2002
33.7 million
2.7
CNNIC
February 2002
4.31 million
59
Nielsen NetRatings
December 2000
5 million
0.5
February 2002
Jupiter MMXI
Nielsen NetRatings
ITU
49.72 million
39.2
July 2001
22.23 million
46.4
Korea Network Info Center
March 2001
560,000
0.8
Ajeeb.com
December 2000
200,000
0.67
ITU
December 2000
2,400,000
5.57
ITU
3.88 million
11.94 million
10.4
6.8
Nielsen NetRatings
July 2001
July 2001
NetRatings Japan
Nielsen NetRatings
www.nua.com
05/2002
WU-Wien, SS 2003
2
Online Language Population
• In December 2001 38% of EU homes had internet connections, a slightly up from 36%
in June. Compared to a 10-point increase between March and October of 2000, when
internet penetration stood at 28 per cent, growth leveled off at the end of 2001.
• More than 80 per cent of internet users go online at least once a week. While the
biggest growth in internet penetration in Europe has been in use at home, 2001 still
saw a slower growth in internet take-up in the EU than the US.
• Almost 90 per cent of enterprises with more than ten
employees are connected to the internet, and 60 per cent have
a website.
• Internet penetration levels, high delivery costs and a lack of
consumer confidence were key factors in the slow growth in
online retail.
• People are not receiving the necessary computer training to
compete in a knowledge-based economy. Only about a third
-4
Europemedia. net
of the EU workforce
havebehind
ever had
training
a job. Source:
Years
(orcomputer
in advance
of) for
European
average
WU-Wien, SS 2003
3
Update of Austrian Internet Usage:
1. Introduction
Q1/1997 vs. Q4/2001
www.glreach.com
03/2002
WU-Wien, SS 2003
4
Update 1.
of European
Internet Usage
Introduction
• mehr als 1/3 der europäischen (i.e. dt., franz. und
brit.) User erst seit 2001 online
• beabsichtigtes Online-Shopping (binnen 12 Monate):
29% dt., 41% franz., 50% US-amerik., 54% brit.
User
• Deutsches Usage-Profil: 31% Banking, 31% AktienDepotverwaltung, 20% Online-Brokerage
• Dt. Problembereiche: 34% Telco-Kosten, 25%
Provider-Kosten, 20% komplizierte Technik, 11%
Zugangsgeschwindigkeit
Source: Roper Starch, 1500 repr.(Stand 2002)
Source: AIM Integral, Fessl GFK, >14J.
WU-Wien, SS 2003
5
WU-Wien, SS 2003
6
1
Why to invest
into online-activities?
1. Introduction
Verwendung des Internets
61%
Infosuche zu e. Thema
53%
Emails privat
42%
Surfen im WWW
40%
Gezieltes Aufsuchen von Sites
39%
Emails beruflich
32%
Versenden von SMS
24%
Downloaden von Dateien
20%
Bankgeschäfte
18%
Downloaden von Musik
15%
Chat
Foren/Newsgroups
Telefonieren
Online-Shopping
8%
6%
5%
Quelle: Fessel/Gfk /Integral,
n=4.504, 4. Quartal 2000
Antworten in %, Mehrfachnennungen möglich, Umfrage unter 221 Unt ernehmen;
Quelle: Wirtschaftswoche-Studie von Dialego
WU-Wien, SS 2003
7
Cost Reduction up to 39%
WU-Wien, SS 2003
8
Im Internet wird lokal gekauft
Elektronische Bauteile
15-25
Wald-u.Forstwirtschaft
Produzierendes Gewerbe
Computer
Pharma
10-15
Werbung & Medien
5-15
5-15
Kommunikation
Öl & Gas
Luft - u. Raumfahrt
Stahl
11
11
10
10
Chemie
Papier
Gesundh. w
Nahrungsm.
Kohle
29-39
22
15-20
11-20
12-19
Fracht u. Logistik
5
3-5
2
Quelle: Goldmann Sachs
WU-Wien, SS 2003
9
Was kaufen die Europäer im Internet ?
WU-Wien, SS 2003
Sich verändernde
Lebensgewohnheiten
1. Introduction
Kommunikation
10
3
24
15
11% %
5% %
Information
Freizeit
Arbeit Bildung
11
* Substitution
* Substitution
undund
Interaktivität
Interaktivität
Wegen des Internets verbringe
ich weniger Zeit mit...
Sport
Schlafen
Arbeiten
Essen
* Mehr für weniger oder umsonst
Unterhaltung
2
* Mehr Möglichkeiten höhere Nutzung
WU-Wien, SS 2003
10
5
Transaktion
4
Hausarbeit
Schlafen/Körperpflege
WU-Wien, SS 2003
* Differenzierung ist
die Devise
Mediennutzung
12
2
Internet Advertising Expenditures by
Region
Brands
and their site traffic
1. Introduction
Top Brands for Various Online Categories
Brand or Channel Unique Audience
(000)
Top Search Engines
Yahoo! Search
35,166
MSN Search
32,338
Google
27,444
Apparel/Beauty
victoriassecret.com
2,060
fredericks.com
1,701
Old Navy
1,686
Hardware Manufacturers
Hewlett Packard
7,430
Dell Computer
5,740
Apple
4,846
Brand or Channel Unique Audience
(000)
Finance, Insurance & Investment
Yahoo! Finance
8,301
quicken.com
7,882
MSN Money
6,954
Multi-Category Commerce
Amazon
30,337
Yahoo! Shopping
25,701
eBay
23,736
Multi-Category Travel
Expedia
9,858
Travelocity
8,270
Orbitz.com
5,755
Source: Nielsen//NetRatings, 02/2002
Source: eMarketer.com, 2001
WU-Wien, SS 2003
13
WU-Wien, SS 2003
Growth of US Internet
Advertising Expenditures
14
Adoption
for various Media
1. Rate
Introduction
Years to reach 50MM users
150
125
100
Radio=38
TV=13
Cable=10
Internet=5
75
50
25
0
1920
WU-Wien, SS 2003
15
1930
1940
1950
1960
WU-Wien, SS 2003
1970
1980
1990
2000
Source: Morgan Stanley
Technology Research
16
Strengths and Weaknesses of Major
Media
Source: Strauss, Frost, p. 260
WU-Wien, SS 2003
17
3