Wo surft die Jugend? Diese und viele andere Fragen versucht die Arbeitsgemeinschaft Online Forschung (AGOF) zu beantworten. Diese Institution wurde im Dezember 2002 von den führenden deutschen Online-Vermarktern und -Werbeträgern gegründet. Mit der quartalsweise erscheinenden Markt-Media-Studie internet facts hat die AGOF eine umfassende Datenbasis für alle Marktpartner des Online-Werbemarktes geschaffen. Ich habe mir erlaubt, aus der unlängst erschienenen internet facts 2009-III die Daten der Zielgruppe der 14- bis 19-jährigen Jugendlichen zu extrahieren und so die jüngsten Webseiten Deutschlands zu ermitteln.
Die AGOF unterscheidet zweierlei Maßeinheiten: Die absolute und die relative Jugend einer Webseite. Der absolute Wert beschreibt die Anzahl in Millionen Nutzern, die diese Internetseite besucht. Der relative Wert beschreibt das Verhältnis der jungen Besucher zu der Gesamtzahl aller Gäste. Bezogen auf die Zielgruppe der 14- bis 19-Jährigen zeigt sich folgendes Bild:
Absolute Reichweite in der jungen Zielgruppe.
Die mit großem Abstand reichweitenstärkste Internetseite ist mit 3,85 Milliarden Kontakten SchuelerVZ.net. Mit großem Anstand folgen wer-kennt-wen.de (489 Mio.), Lokalisten.de (478 Mio.), Schueler.cc (465 Mio.) und StudiVZ.net (433 Mio.). Aufgrund der immens großen Gesamtreichweite schafft es selbst Bild.de mit 73 Mio. Kontakten noch in die TOP 20.
Relative Reichweite in der jungen Zielgruppe
Die Internetseite mit dem höchsten Jugendanteil ist Gameone.de mit 63 Prozent Anteil von 14- bis 19-jährigen Besuchern. Auf den Plätzen folgen schuelerprofile.de (57 %), SchuelerVZ.net (55 %) und schueler.cc (54 %), die allesamt noch mehr als 50 Prozent junge Besucher verzeichnen. Für ein wenig Erstaunen sorgt Bravo.de. Lediglich 39 Prozent der Besucher sind zwischen 14 und 19 Jahre alt. Auch das vermeintliche Kinderportal Knuddels.de schafft es mit 35 Prozent ins Ranking der Jugendlichen.
Für Werbetreibende im Jugendmarketing dürfte – je nach Zielsetzung – die Kombination beider Kennzahlen von Interesse sein. Als klare Nummer Eins unter Jugendlichen konnte sich das Social Network schuelerVZ.net behaupten, dass sich in beiden Disziplinen einen Spitzenplatz sichern konnte.
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