ARD/ZDF: Online study 2023

ARD/ZDF: Online study 2023

In the online study by ARD and ZDF, 2,000 people were surveyed between March 5 and April 9, 2023. The methodology comprised a random sample according to ADM principles, consisting of a telephone sample (60%) and an online sample (40%). The study not only provides insights into current usage patterns, but also valuable information for companies and media platforms to better understand the needs of digital consumers and adapt their offerings accordingly.

The results show that 95 percent of the German-speaking population aged 14 and over use the Internet. The daily Internet reach remains stable at 80%, with almost all under-50s online every day. In contrast, this figure is only 46% for the over 70s. In terms of Internet media usage, moving images lead with 50%, followed by audio (37%) and text (36%). The average duration of use of the media Internet is 139 minutes. Interestingly, audio usage on the Internet has reached a plateau phase. Podcasts and live streams of radio programs are each used by around 30% on a daily or weekly basis, while music streaming services are used regularly by 41%. Spotify is the clear market leader with 30 percent. In the social media sector, Instagram has displaced Facebook (32%) from the top spot with 35% daily or weekly use. TikTok (15%), Snapchat (13%) and Pinterest (11%) follow, with Instagram remaining the clear leader. The full study is available free of charge.