WU-Wien, SS 20031 1. Introduction Penetration rates Usage Lifestyle Brands & online advertising 2. Facts & Figures Source: Roper Starch, 1500 repr.

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1 WU-Wien, SS 20031 1. Introduction Penetration rates Usage Lifestyle Brands & online advertising 2. Facts & Figures Source: Roper Starch, 1500 repr.

2 WU-Wien, SS 20032 Internet Community – by Region www.nua.com 05/2002

3 WU-Wien, SS 20033 Years behind (or in advance of) European average -4 1. Introduction Internet Penetration in Europe 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. Source: Europemedia.net 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 of the EU workforce have ever had computer training for a job.

4 WU-Wien, SS 20034 Online Language Population www.glreach.com 03/2002

5 WU-Wien, SS 20035 1. Introduction Update of Austrian Internet Usage: Q1/1997 vs. Q4/2001 Source: AIM Integral, Fessl GFK, >14J.

6 WU-Wien, SS 20036 1. 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% Aktien- Depotverwaltung, 20% Online-Brokerage Dt. Problembereiche: 34% Telco-Kosten, 25% Provider-Kosten, 20% komplizierte Technik, 11% Zugangsgeschwindigkeit Update of European Internet Usage Source: Roper Starch, 1500 repr.(Stand 2002)

7 WU-Wien, SS 20037 Verwendung des Internets Quelle: Fessel/Gfk/Integral, n=4.504, 4. Quartal 2000

8 WU-Wien, SS 20038 Antworten in %, Mehrfachnennungen möglich, Umfrage unter 221 Unternehmen; Quelle: Wirtschaftswoche-Studie von Dialego 1. Introduction Why to invest into online-activities?

9 WU-Wien, SS 20039 Quelle: Goldmann Sachs 5-15 15-25 22 15-20 11-20 12-19 10-15 5-15 11 10 5 3-5 2 29-39 Elektronische Bauteile Wald-u.Forstwirtschaft Produzierendes Gewerbe Fracht u. Logistik Computer Pharma Werbung & Medien Kommunikation Öl & Gas Luft- u. Raumfahrt Stahl Chemie Papier Gesundh.w Nahrungsm. Kohle Cost Reduction up to 39%

10 WU-Wien, SS 200310 Im Internet wird lokal gekauft

11 WU-Wien, SS 200311 Was kaufen die Europäer im Internet ?

12 WU-Wien, SS 200312 1. Introduction Sich verändernde Lebensgewohnheiten * Substitution und Interaktivität KommunikationUnterhaltung InformationTransaktion * Mehr Möglichkeiten - höhere Nutzung * Mehr für weniger - oder umsonst * Differenzierung ist die Devise * Substitution und Interaktivität Wegen des Internets verbringe ich weniger Zeit mit... Sport Schlafen Arbeiten Essen 24 % 15 % 11 % 5%

13 WU-Wien, SS 200313 1. Introduction Brands and their site traffic Source: Nielsen//NetRatings, 02/2002 Source: eMarketer.com, 2001

14 WU-Wien, SS 200314 Internet Advertising Expenditures by Region

15 WU-Wien, SS 200315 Growth of US Internet Advertising Expenditures

16 WU-Wien, SS 200316 1. Introduction Adoption Rate for various Media Years to reach 50MM users Source: Morgan Stanley Technology Research

17 WU-Wien, SS 200317 Strengths and Weaknesses of Major Media Source: Strauss, Frost, p. 260