Advertise in Germany

Germany has an internet penetration of 88% so based on their total population of 80,682,351 people 71,016,605 are online, leaving 9,665,746 non-internet users.

Compare this to the Europe region which has an internet penetration of 73.5% with a total online population of 604,147,280 for the region as a whole.

Advertise in Germany 2017-09-08T23:27:29+00:00

Germany’s internet advertising sector is a $8,405.5M industry, segmented as follows:

Display Advertising

amounts to $2,122.2M (25% of the total) and will grow by an annual CAGR of

6.87%

Video Advertising

amounts to $413.6M (5% of the total) and will grow by an annual CAGR of

15.27%

Search Advertising

amounts to $4,232.6 (50% of the total) and will grow by an annual CAGR of

2.65%

Social Media Advertising

amounts to $509.2M (6% of the total) and will grow by an annual CAGR of

10.45%

36% of the population (29,045,646) are on social media, they spend an average of 1.1 hours per day on social platforms, 30% of them use their mobile devices to access social platforms which makes sense because 82% of the population has a mobile phone.

Classifieds Advertising

amounts to $1,127.9M (13.4% of the total) and will grow by an annual CAGR of

1.29%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $3,091M of the total in 2020.

Germany’s annual growth:

+2%

internet users

+4%

active social media users

-1%

mobile subscriptions

+0%

active mobile social users

Digital Device Ownership

91%

mobile phone

65%

smart phone

77%

PC

30%

tablet

12%

TV Streaming Device

N/A

Handheld Gaming Console

9%

E-Reader Device

2%

Wearable Tech Device

Time Spent with Media

3h 20m

Average daily use of the internet (PC/Tablet):

1h 21m

Average daily use of the internet (Mobile):

1h 09m

Average daily use of social media (any device):

2h 33m

Average daily use of television:

Frequency of Internet Use

77%

Every day

19%

Once per week

3%

Once per month

1%

Less than once per month

Share of web traffic by device

71%

PC

22%

Mobile

6%

Tablet

0.32%

Other devices

Top Active Social Platforms

38%

Facebook

20%

Facebook Messenger

10%

Skype

9%

Google

6%

LinkedIn

7%

Twitter

39%

WhatsApp

7%

Instagram

4%

Pinterest

4%

Snapchat

Mobile Activities

39%

Mobile Messengers

24%

Watching videos

20%

Playing games

20%

Banking

34%

Maps

E-Commerce By Device (past 30 days)

74%

Purchased a product or service online

76%

Searched online for a product of service

76%

Visited an online retail store

72%

Made an online purchase via PC

20%

Made an online purchase via Mobile

Germany is one of the countries which has lower total internet advertising growth and higher mobile internet penetration.

These countries tend to have larger economies and have relatively mature internet advertising sectors and large middle classes that have fuelled demand for smartphones and tablets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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