Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Global Media Intelligence 2021: Germany

Noteworthy in 2021

Patterns of device ownership and use remained fairly conservative in Germany.

  • Smartphone ownership among internet users ages 16 to 64 passed 95% in H1 2020 and reached 95.9% in H1 2021. Only 2.9% of those polled had a feature phone. As in H1 2020, this was one of the lowest percentages recorded worldwide for this metric.
  • The share of internet users who owned a desktop or laptop fell slightly year over year (YoY) but was still high by global standards, at 83.5% in H1 2021. Penetration correlated directly with age; in the oldest cohort, 88.5% of respondents owned a PC. More than half (54.3%) of internet users owned a tablet—a small increase from 2020.
  • Though almost all of Germany’s internet users owned a smartphone, most didn’t spend a great deal of time on them. In H1 2021, the average time spent per day with mobile was 2 hours, 18 minutes (2:18)—compared with 3:19 spent with desktops/laptops and tablets. Mobile devices also claimed less time than broadcast TV (2:19). This pattern, typical of many Western European countries, is a far cry from the ones seen in much of Latin America and Asia-Pacific, where mobile time often exceeded live TV time by 2 hours or more.

authors

Karin von Abrams

Contributors

Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client