If you are visually impaired or blind, you can visit the PDF version by Pressing CONTROL + ALT + 4
<br /> Media usage at a glance<br /> Cover photo: © 2003-2017 Shutterstock Inc.<br /> CONTENT<br /> 5 Editorial<br /> 6 Overview of media usage<br /> 14 IN FOCUS: Trust in media<br /> 16 Online user types<br /> 24 IN FOCUS: Social media<br /> 26 Technologies of the future<br /> 30 IN FOCUS: Audio usage<br /> 32 Media-related expenses<br /> 38 IN FOCUS: Second screen usage<br /> 40 Best Agers<br /> 46 Summary<br /> 48 Methodology<br /> CONTENT 3<br /> <br /> EDITORIAL<br /> Facts instead of fake news<br /> Dear readers,<br /> A jury of linguists selected the term “fake news” as the “Anglicism of the year” for<br /> 2016. According to the jurors, this annual award reflects the continued public usage<br /> of the selected term. In recent years, we have indeed not only become accustomed to<br /> discussions about “fake news,” but also to similar terms such as “filter bubbles,” “echo<br /> chambers,” “hate speech,” and, last but<a title="Media Activity Guide 2017_Engl page 1" href="http://viewer.zmags.com/publication/3a5b822c?page=1"> Media usage at a glance</a> <a title="Media Activity Guide 2017_Engl page 2" href="http://viewer.zmags.com/publication/3a5b822c?page=2"> Cover photo: © 2003-2017 Shutterstock Inc.</a> <a title="Media Activity Guide 2017_Engl page 3" href="http://viewer.zmags.com/publication/3a5b822c?page=3"> CONTENT 5 Editorial 6 Overview of med</a> <a title="Media Activity Guide 2017_Engl page 4" href="http://viewer.zmags.com/publication/3a5b822c?page=4"> </a> <a title="Media Activity Guide 2017_Engl page 5" href="http://viewer.zmags.com/publication/3a5b822c?page=5"> EDITORIAL Facts instead of fake news Dear reade</a> <a title="Media Activity Guide 2017_Engl page 6" href="http://viewer.zmags.com/publication/3a5b822c?page=6"> </a> <a title="Media Activity Guide 2017_Engl page 7" href="http://viewer.zmags.com/publication/3a5b822c?page=7"> OVERVIEW OF MEDIA USAGE The fragmentation and dig</a> <a title="Media Activity Guide 2017_Engl page 8" href="http://viewer.zmags.com/publication/3a5b822c?page=8"> STRONG DEMAND FOR MOBILE DEVICES </a> <a title="Media Activity Guide 2017_Engl page 9" href="http://viewer.zmags.com/publication/3a5b822c?page=9"> Personal device usage A 14-69, in percent 91 92</a> <a title="Media Activity Guide 2017_Engl page 10" href="http://viewer.zmags.com/publication/3a5b822c?page=10"> Reach A 14-69, in percent, usage at least rarely </a> <a title="Media Activity Guide 2017_Engl page 11" href="http://viewer.zmags.com/publication/3a5b822c?page=11"> Due to the increasing usage of linear television </a> <a title="Media Activity Guide 2017_Engl page 12" href="http://viewer.zmags.com/publication/3a5b822c?page=12"> TELEVISION DOMINATES DAILY MEDIA USAGE The overal</a> <a title="Media Activity Guide 2017_Engl page 13" href="http://viewer.zmags.com/publication/3a5b822c?page=13"> Ø daily usage time A 14-69, in minutes 580 </a> <a title="Media Activity Guide 2017_Engl page 14" href="http://viewer.zmags.com/publication/3a5b822c?page=14"> IN FOCUS TRUST IN MEDIA Discussions regarding fa</a> <a title="Media Activity Guide 2017_Engl page 15" href="http://viewer.zmags.com/publication/3a5b822c?page=15"> Germans trust in TV and Radio 78% * w Trus</a> <a title="Media Activity Guide 2017_Engl page 16" href="http://viewer.zmags.com/publication/3a5b822c?page=16"> ONLINE USER TYPES The Internet has now permeated </a> <a title="Media Activity Guide 2017_Engl page 17" href="http://viewer.zmags.com/publication/3a5b822c?page=17"> </a> <a title="Media Activity Guide 2017_Engl page 18" href="http://viewer.zmags.com/publication/3a5b822c?page=18"> Online user types Online users, A 14-49 FANS So</a> <a title="Media Activity Guide 2017_Engl page 19" href="http://viewer.zmags.com/publication/3a5b822c?page=19"> MOBILE NATIVES Social demographics: </a> <a title="Media Activity Guide 2017_Engl page 20" href="http://viewer.zmags.com/publication/3a5b822c?page=20"> FANS Up to two thirds of Fans are over the age of</a> <a title="Media Activity Guide 2017_Engl page 21" href="http://viewer.zmags.com/publication/3a5b822c?page=21"> MOBILE NATIVES Out of these five user types, Mobil</a> <a title="Media Activity Guide 2017_Engl page 22" href="http://viewer.zmags.com/publication/3a5b822c?page=22"> GAMERS Gamers tend to be male. This group include</a> <a title="Media Activity Guide 2017_Engl page 23" href="http://viewer.zmags.com/publication/3a5b822c?page=23"> CONSERVATIVES Conservatives are the oldest among </a> <a title="Media Activity Guide 2017_Engl page 24" href="http://viewer.zmags.com/publication/3a5b822c?page=24"> IN FOCUS SOCIAL MEDIA Germans between the ages o</a> <a title="Media Activity Guide 2017_Engl page 25" href="http://viewer.zmags.com/publication/3a5b822c?page=25"> Ø daily usage time: social media activities March</a> <a title="Media Activity Guide 2017_Engl page 26" href="http://viewer.zmags.com/publication/3a5b822c?page=26"> </a> <a title="Media Activity Guide 2017_Engl page 27" href="http://viewer.zmags.com/publication/3a5b822c?page=27"> TECHNOLOGIES OF THE FUTURE Every year</a> <a title="Media Activity Guide 2017_Engl page 28" href="http://viewer.zmags.com/publication/3a5b822c?page=28"> TECHNOPHOBIC BUT OPTIMISTIC FOR THE FUTURE German</a> <a title="Media Activity Guide 2017_Engl page 29" href="http://viewer.zmags.com/publication/3a5b822c?page=29"> functionality in stores. For that reason, this te</a> <a title="Media Activity Guide 2017_Engl page 30" href="http://viewer.zmags.com/publication/3a5b822c?page=30"> IN FOCUS AUDIO USAGE The radio is the second mos</a> <a title="Media Activity Guide 2017_Engl page 31" href="http://viewer.zmags.com/publication/3a5b822c?page=31"> ly audio usage in minutes Ø dai 12 28 </a> <a title="Media Activity Guide 2017_Engl page 32" href="http://viewer.zmags.com/publication/3a5b822c?page=32"> MEDIA-RELATED EXPENSES Reliable quality media is</a> <a title="Media Activity Guide 2017_Engl page 33" href="http://viewer.zmags.com/publication/3a5b822c?page=33"> </a> <a title="Media Activity Guide 2017_Engl page 34" href="http://viewer.zmags.com/publication/3a5b822c?page=34"> GERMANS WANT TO USE MEDIA FOR FREE In general, th</a> <a title="Media Activity Guide 2017_Engl page 35" href="http://viewer.zmags.com/publication/3a5b822c?page=35"> Ø monthly expenses for media usage A 14-69, in eu</a> <a title="Media Activity Guide 2017_Engl page 36" href="http://viewer.zmags.com/publication/3a5b822c?page=36"> PAY-TV SUBSCRIBERS PAY 32 EUROS How much does an </a> <a title="Media Activity Guide 2017_Engl page 37" href="http://viewer.zmags.com/publication/3a5b822c?page=37"> Ø monthly expenses for media usage A 14-69, avera</a> <a title="Media Activity Guide 2017_Engl page 38" href="http://viewer.zmags.com/publication/3a5b822c?page=38"> IN FOCUS SECOND SCREEN USAGE Media is often used </a> <a title="Media Activity Guide 2017_Engl page 39" href="http://viewer.zmags.com/publication/3a5b822c?page=39"> ask ng T 4 69 usage a a e y Mu eas lti</a> <a title="Media Activity Guide 2017_Engl page 40" href="http://viewer.zmags.com/publication/3a5b822c?page=40"> BEST AGERS After their children leave the nest, </a> <a title="Media Activity Guide 2017_Engl page 41" href="http://viewer.zmags.com/publication/3a5b822c?page=41"> </a> <a title="Media Activity Guide 2017_Engl page 42" href="http://viewer.zmags.com/publication/3a5b822c?page=42"> BETWEEN CHILDREN AND RETIREMENT The target group </a> <a title="Media Activity Guide 2017_Engl page 43" href="http://viewer.zmags.com/publication/3a5b822c?page=43"> find very little appeal among Best Agers. On the </a> <a title="Media Activity Guide 2017_Engl page 44" href="http://viewer.zmags.com/publication/3a5b822c?page=44"> Ø daily usage time A 50-69, in minutes TV 315 Ra</a> <a title="Media Activity Guide 2017_Engl page 45" href="http://viewer.zmags.com/publication/3a5b822c?page=45"> compared to 130 minutes in 2014, daily radio usag</a> <a title="Media Activity Guide 2017_Engl page 46" href="http://viewer.zmags.com/publication/3a5b822c?page=46"> </a> <a title="Media Activity Guide 2017_Engl page 47" href="http://viewer.zmags.com/publication/3a5b822c?page=47"> SUMMARY The Media Activity Guide has been docume</a> <a title="Media Activity Guide 2017_Engl page 48" href="http://viewer.zmags.com/publication/3a5b822c?page=48"> METHODOLOGY POPULATION German-speaking populati</a> <a title="Media Activity Guide 2017_Engl page 49" href="http://viewer.zmags.com/publication/3a5b822c?page=49"> Imprint Publisher: SevenOne Media GmbH, Unterfö</a> <a title="Media Activity Guide 2017_Engl page 50" href="http://viewer.zmags.com/publication/3a5b822c?page=50"> SevenOne Media GmbH Medienallee 4 85774 Unterföhr</a>