Transformation digitale

Transkript

1 Transformation digitale New Deal entre création et efficacité #IABFrance

2 France/Allemagne Match amical

3 FRANCE / ALLEMAGNE, MATCH AMICAL Thomas SCHAUF, Head of european & international affairs, BVDW (IAB Allemagne) #IABFrance

4 Germans and the Internet in Germany Thomas Schauf Head of European & International Affairs Member of the Management Board 2014 Bundesverband Digitale Wirtschaft (BVDW) e.v.

5 The Germans

6 In Berlin-Mitte one could think the typical Germans live by projects are 24/7 online are urban people are in their early thirties dream about their next startup have no children are highly educated

7 the truth: Only 6% plan to change their job 35% are online daily 68% live in towns with less than 100,000 inhabitants Ø 48 years old Only 7% are selfemployed 66% have at least one child Source: best for planning 2014 I 2, net household income 73% have no high school diploma or university degree

8 The German usage of the Internet

9 77% Germans are online EU: 65%, WE: 81%, NE: 87%, SE: 61%, CEE: 55% +24% since 2010 Germans are online! German internet usage per week 11,4 hours online +7% since 2010 EU: 14,8, WE: 14,0, NE: 14,8, SE: 13,8, CEE: 16,1 Basis: Mediascope Deutschland -Studie im Auftrag des OVK, Basis: Erwachsene Deutsche n=1.012, davon alle Internetnutzer n=754

10 In Mio. Online is the lead medium until ca. 45 years of age 8 7 Online reach TV reach 1 0 E E E E E E E E E E E TV viewer Online user Source: AGOF internet facts and AGOF mobile facts (Base: 14+ years) Average tv user in age structure, potentials in mill.; 1. quarter 2014

11 86% of German online users are multiscreen users Source: Survey "Catch Me If You Can!" 2013 AGOF ; Internet user age years (44,11 mill.) 37,93 million Germans utilise several devices at the same time

12 Editorial contents are most credible Credibility of information on the Internet in 2012 Editorial reports in online magazines Product comparison portals Businesses- / product website User postings in blogs, forums or communitiies (eg. on gutefrage.net) Fanpages of companies in social networks (eg. Google+, Facebook) Other Content instead of ads 0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 Source: Tomorrow Focus Media, Statista 2104

13 Broadband (at least 50 Mbit/s) coverage in rural areas is not high urban 78,5% sub-urban 39,1% rural 13,8% Source: Bundeswirtschaftsministerium, Statista 2014 Proportion of households with available connections with at least 50 Mbit/s (the darker the better)

14 The German fear

15 The German credit card anxiety unique in Europe 4. credit card Source: ECC, Der Internet-Zahlungsverkehr aus Sicht der Verbraucher, 2014

16 Adblock Plus is the big Ad blocker in Germany Presentation for Business Sweden by pilot Berlin Source: Adblock Plus, self-reporting of marketers on the amount of blocked ads, 2014

17 Ad blocking is also a big issue in other European countries Average adblocking rates by country Presentation for Business Sweden by pilot Berlin Source:

18 The Germans take their privacy very seriously! 75% of German Internet users feel threatened 45% Spying and illegal use of personal data 35% Fraud in online banking 31% Fraud when shopping online or online auction So they are very skeptical towards Google, Facebook, Amazon, ebay, twitter etc. Source: BITKOM, Vertrauen und Sicherheit im Netz, 2014

19 Privacy & Data Protection DNT Bundesverband Digitale Wirtschaft (BVDW) e.v.

20 The German Internet and Digital market

21 Expected groth of digital advertising overall 9,9 % in 2015 Quelle: BVDW FOMA Trendmonitor 2014 Basis N=44 Frage: Um wie viel Prozent wird sich Ihrer Meinung nach der digitale Werbemarkt 2015 gegenüber 2014 verändern? offene Nennung

22 OVK advertising statistic: Digital Display Advertising

23 Realtime Advertising/Programmatic: Market Share Online-Display Spending (assumption) 35% 30% 29% 25% 20% 15% 16% 10% 9% 5% 0% Quelle: BVDW FOMA Trendmonitor 2014 Basis N=34 Frage: Wie viel Prozent Ihrer Online-Display-Spendings haben Sie im Jahr 2013 über Echtzeitmediahandel, also Realtime Advertising eingekauft? Und welchen Prozentanteil erwarten Sie für das aktuelle Jahr 2014? Wie sieht Ihre Prognose für das Jahr 2016 aus? offene Nennungen

24 Net advertising pie for 2013

25 Digital Commerce in Germany Presentation for Business Sweden by pilot Berlin Source: E-Commerce-Markt Deutschland 2014", Statista 2014

26 T-Online is still the biggest site Ranking of the top 10 online marketers by gross advertising revenue in Germany from January-July 2014 (in million ) Interactive Media 255,20 Axel Springer Media Impact Ebay Advertising Group United Internet Media 197,30 211,90 200,50 Seven-One Media 168,20 IP Deutschland 118,00 Tomorrow Focus Media OMS G+J Electronic Media Sales 62,60 61,90 57,80 IQ Digital Media Marketing Presentation for Business Sweden by pilot Berlin 54,90 Google & fb do not report Source: Nielsen, 1 Hj. 2014

27 Digital Advantage big 4 = German Stock Index 30 Bundesverband Digitale Wirtschaft (BVDW) e.v.

28 Seite Sitzung der Unit Markt- & Trendforschung

29 Seite FOMA Trendmonitor 2014

30 82 % Online-Media Agencies expect new possibilities of ad delivery and measurement via the Internet of Things Quelle: BVDW FOMA Trendmonitor 2014 Basis N=38 Frage: Inwieweit stimmen Sie der folgenden Aussage zu? Das Internet of Things bringt Mediaagenturen völlig neue Möglichkeiten in der Auslieferung und Messung von Werbekontakten. 5er -Skala von stimme voll und ganz zu bis stimme überhaupt nicht zu

31 2020 >50% GDP connected/affected by Digital X

32 Just one more thing

33 Quelle: BVDW-Studie Die Digitale Wirtschaft in Zahlen von 2008 bis 2014 BVDW represents a DYNAMIC INDUSTRY >121 bn. EUR Turnaround > employees Seite Titel der Präsentation >5% GDP

34 Thank you for your attention! Thomas Schauf Head of European & International Affairs Member of the Management Board