After a period of rapid growth, now the growth rates slow down. Many digital business models know this phenomenon. One reason may be that the size of the target groups were misjudged. While it is true that almost 80% of German adults is online - but the nature and intensity of the online experience are highly different. A better insight is the D21 Digital Index, conducted by TNS Infratest. The study identifies six types of users according to their digital sovereignty and their behavior in the Internet. Unfortunately the three digital sovereign types of users reprent only 37 % of all Internet users in Germany. The digital less reached target groups are with 63 % in the majority but only superficially familiar with new technologies and they use the Internet primarily for search, online banking and easy shopping applications. A good business plan should follow the penetration of these various target groups differentiated, otherwise the penetration rate will be overestimated. Because new business models usually reach first the two most sovereign user groups, the "smart mobilists (6 % of all adult Germans) and the passionated Internet users (13 %). However, both target groups together represent only one-fifth of Internet users. It will take longer to penetrate the remaining target groups.
This article was written by Rolf-Dieter Lafrenz, Consultant and Media Specialist at SCHICKLER Media Consultants in Hamburg. It was also published in german language at www.schicklernext.com.