Open Password – Mittwoch, den 22. Juni 2022

# 1091

Outsell – Global Standards Publishing – Tatiana Khayrullina – Standards Publishing Market – Public Bodies – Trade Bodies – National Standards Organizations – Primary Research – Currency Conversions – Oanda – Market Definition – Standards Development Organizations – Macro-Level Drivers – Robust Economic Growth – Acceleration of Innovations – Rise in the Prominence of Global Challenges – ESG Goals – Ethical Aspects of Artificial Intelligence – Permanently Distributes Workforce – Micro-Level Drivers – Expedited Transition to Digital Delivery Via Subscriptions – Effective Investment in Marketing and Customer Services – Addition of Value-Added Products and Services in the Portfolios of Standards Organizations – Strategic Expansion into New Markets – Inhibitors – A Dimming Global Macroeconomic Climate in 2022 and Beyond – War in Ukraine – Disrupted Supply Chains – The Ongoing Challenge of Privacy – Constraints on Pricing – The Gray Area of Content Reuse – Industry-led Initiatives for the Development of Standards – The Increasing Influence of Open Access

ZPID – Michael Jäckel – Claudia Dalbert – Malu Dreyer – Karl-Heinz Renner – Gabriel Schui – Deutsche Gesellschaft für Psychologie – Universität Trier – Forschungsinfrastruktur – Idealtypischer Forschungszyklus – Open Science

BIIA 2022 Biennal Conference – 180 Years of Business Information – Lewis Tappan – Mercantile Agency Concept – Dun & Bradstreet – Technology as Enabler – Pandemic – War in Europe – Volatility – Unpredictability – Henry Kissinger – Get Real with AI

Social-Media-Atlas – Facebook – WhatsApp – Instagram – Faktenkontor – Meta Platforms – Toluna – Nutzerverhalten – Altersgruppen – Vertrauen – Werbewirksamkeit – Roland Heintze

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   Titel

Outsell´s June Contribution: Global Standards Publishing – Segment View 2022 – By Tatiana Khayrullina

II.

50 Jahre ZPID:
Den gesamten wissenschaftlichen Arbeitsprozess unterstützen

III.

BIIA 2022 Biennial Conference:

Celebrating 180 Years of Business Information

Social-Media-Atlas
So schneiden Facebook, WhatsApp und Instagram gegeneinander ab

Outsell´s June Contribution

Global Standards Publishing – Segment View 2022

By Tatiana Khayrullina, Consulting Partner

Tatiana Khayrullina

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Why This Segment

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Standards publishers serve a market going digital, and engineers are increasingly instrumental to solutions to broader societal challenges, such as sustainable consumption and cybersecurity. These macro forces, coupled with digital publishing market trends, are reshaping standards publishing.

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Methodology

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To create market sizing estimates, we took revenue data from Outsell’s information
industry database for all major players in this space and conducted a top-down calculation of total revenues from the sale of standards. We compiled the revenues for standards products using data and guidance available in public financial filings, investor presentations, and annual reports, supplementing this information with our own informed estimates.

In the course of this research, we refined our understanding of annual revenues reported by a number of players in 2020, which resulted in revising down the overall size of the standards publishing market in 2020.

Outsell also conducted interviews with leading standards development organizations,
resellers, and technology vendors, creating a qualitative picture of market drivers,
disruptors, and the competitive landscape. Representatives participating in our research came from AFNOR (France), ANSI, ASME, ASTM, Austrian Standards, BSI (UK), Copyright Clearance Center (CCC), DIN/Beuth (Germany), Global Data Vision, IEC, IEEE, ISO, NEN (Netherlands), Realta Online, SAE International, SAI Global, Standards Norway, Standards Australia, Techstreet, and UL.

We corroborated our findings with the information provided by public bodies, research performed by trade bodies and national standards organizations, and Outsell’s portfolio of related primary research. A deep understanding of disruptive forces driving the information-based engineering solutions market, daily interaction with executives in the information industry, and an analysis of products and services that Outsell conducts as part of its advisory services further supported our analysis.

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Impact of Currency Conversion

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Outsell converts all stated and estimated revenues into US dollars to build an overall estimate of the size of the global standards market and to facilitate comparisons over time and between companies. To make currency conversions, Outsell uses a 365-day historical average of published FOREX rates compared to the US dollar. Table 1 shows the impact of currency conversion for some major currencies.

Table 1: Annual Percentage Changes in US Dollar Exchange Rates for Selected
Major Currencies

Source: Oanda, Inc., January 1, 2021, to December 31, 2021; 365-day average

In any year, fluctuations in the exchange rate between the US dollar and the currency used for reported results can have a significant impact on many organizations in the standards market. Many vendors sell mainly into their domestic markets and derive a relatively small percentage of revenue from international sales; this is particularly the case for the national standards body (NSB) segment of the market. A weak domestic result can appear stronger when expressed in US dollars, which was often the case in 2021, and vice versa. For example, in 2021, DIN’s revenue grew 3.5% in euros but showed a growth of 7.2% due to the exchange rate difference. This is why we have chosen to include growth both in the local reporting currency and in US dollars in some figures and tables.

As Table 1 shows, exchange rates can be very volatile, with currencies strengthening or weakening by 10% or more against the dollar over a year. In 2021, all currencies included in the table except the Japanese yen strengthened against the US dollar, with the Australian dollar gaining 9% and the British pound and the Chinese yuan gaining 7% over 2020 values. When expressed in US dollars, the overall growth rate of the global standards market was 1.83% higher than the average of the growth rates when the market is sized in domestic currencies.

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Market Definition

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As the role of standards publishers and providers continues to evolve, Outsell keeps its definition of the market under review. However, for this report, we have retained the market definition we used in our standards report covering 2020, which defines the market as including the following:

• Standards documents published by any type of standards developing organization (SDO)
  • Online platforms and databases of standards
  • Other technical specifications and regulations
  • Guidance and interpretative publications, periodicals, books, training materials,
  and other secondary works derived from or associated with standards

Outsell excludes from this market definition certification activities and professional services such as consulting or events. We also exclude other revenue sources for SDOs, such as membership fees; funds from sponsors, donors, or grants; and proceeds from ancillary businesses. These services are still important and demonstrable factors in the market, and they will be discussed in this report where they support and influence the sales of the core products covered by our market definition.

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Channel Profile

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Outsell views standards as developed, produced, and sold by four broad types of organizations:

• International standards bodies that coordinate and harmonize standards across
  multiple countries or territories in a codified manner, such as the International
  Organization for Standardization (ISO) and the International Telecommunications
  Union (ITU).
  • National standards bodies (NSBs) responsible for setting and establishing standards across multiple territories or at the national level that interact with ISO on behalf of their respective countries. Examples include the British Standards Institution (BSI), the American National Standards Institute (ANSI), and the Association Française de Normalisation (AFNOR).
  • Standards development organizations (SDOs) that focus on a specific sector or
  industry and are prevalent in decentralized markets, especially in the US. Examples include the American Society of Testing and Materials (ASTM), the Institute of Electrical and Electronics Engineers (IEEE), and the Society of Automotive Engineers (SAE International).
  • Commercial resellers and aggregators, which do not develop standards themselves but facilitate the sale of standards products from multiple organizations to end-users, either as individual products or in aggregated packages organized by industry, sector, or competency. Examples of aggregators include S&P Engineering Solutions (formerly IHS Markit), SAI Global, and Techstreet.

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Market Drivers and Inhibitors

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Sales of standards are sensitive to a variety of factors, both originating from the greater economy (macro-level) and specific to the standards marketplace (micro-level). One such factor is the cyclical nature of standards development when a spike in sales is tied to the release of a flagship publication in a specific year. The following forces contributed to the growth rates in 2021 and are likely to continue driving the market in the long term.

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Macro-Level Drivers

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On the macro level, drivers include the following.

Robust Economic Growth. There is a strong correlation between an increase in economic activity and the demand for standards that support the functions and events in the society feeding such activity. This includes the establishment of new enterprises, expansion of regulatory oversight to more entities, the growing number of companies seeking entry to new markets, and market players competing on environmental, social, and governance (ESG) goals. Last year saw a rebound of activity in many jurisdictions around the globe, and standards vendors immediately registered a surge in demand.

Acceleration of Innovation. Innovation drives the need for standards from incumbent standards users as they seek to remain competitive; it also brings new entrants to the market, widening the pool of users for existing standards and driving the demand for new standards development activities. Standards come into the limelight as industries look for reliable guidelines to adjust their operating practices, retool their manufacturing facilities, obtain certification for adjacent markets, respond to changes in technology, or innovate in converging areas of knowledge. In 2020, the market experienced demand for standards in the medical device manufacturing and healthcare realm as the world responded to the challenges of the COVID-19 pandemic. In 2021, as the global economy readjusted to the post-pandemic realities, innovation in other industries contributed to growth in the sales of standards.

Rise in the Prominence of Global Challenges. Global challenges require a consistent global solution. Standards developers have a vetted track record of offering globally applicable solutions steeped in condensed industry expertise. For example, they are well-positioned to support the policy changes and regulatory reform driven by an increased concern for an environmentally friendly and sustainable economy.

Reinforced by the 2021 COP 26 and the Glasgow Climate Pact, ESG goals such as a commitment to net-zero greenhouse gas emissions by 2050 are pertinent for all industrial sectors. These goals will call for amendments to existing standards and the creation of new ones and will remain a growth factor for the standards publishing market. Another area of universal concern that can potentially delay the deployment of advanced technology is ethical aspects of artificial intelligence (AI), addressed by IEEE SA and other organizations.

Permanently Distributed Workforce. Throughout 2021, it became apparent that the COVID-19 pandemic changed the perception of office and work location toward accepting a distributed workforce as the new normal. As part of this new reality, remote engineering brought changes in the consumption of information, including standards. Two related factors contributing to the growth of sales of standards were a reduction in sharing copies of documents in an office environment and a lack of access to colleagues for consultations, factors that prompted users to obtain their own copies of standards. Another factor was the shift to digital consumption of standards overall and the growth in subscriptions, which we address below.

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Micro-Level Drivers

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On the micro level, we observe the following drivers.

Expedited Transition to Digital Delivery Via Subscriptions. Digital subscriptions kept the market afloat in 2020, and in 2021, the growth rate in subscriptions typically exceeded the growth rate in overall sales. Digital delivery to individual accounts is an efficient way to serve the distributed workforce and meet the demands of remote engineering, which has now become the new normal. Besides being a recurring source of revenue, subscriptions wean users off hard-copy standards and introduce the benefits of document consumption in a digital format.

Effective Investment in Marketing and Customer Service. Publishers and distributors continued enhancing their digital presence while also relying on customer service teams to drive revenue through up-sell and cross-sell. These investments paid off significantly where the discoverability of standards was improved.

Addition of Value-Added Products and Services in the Portfolios of Standards Organizations.While pure content is still a core revenue source (delivering 70-100% of overall sales), the portion of value-added products and services is growing, adding to top-line revenues.

Strategic Expansion into New Markets. Regional expansion into the emerging economies of Asia and Latin America by standards providers operating in the mature markets of North America and Western Europe contributes to growth in sales.

Increased Agility in Responding to the Needs of Stakeholders. Standards developers continue to experiment with standards and standards-related documents to ensure relevance for the industry as the pace of innovation accelerates. For some, like BSI and NEN, developing a non-consensus standard that can be used for certification is the answer. For others, it is the commitment to the existing standards development schedule without delays. Overall, remaining on-point and sensitive to the expectations of industry stakeholders generates sales in the short term.

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Inhibitors

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While capitalizing on favourable conditions, standards developers will need to continue mitigating the risks tempering the growth in this market, namely, the following inhibitors.

A Dimming Global Macroeconomic Climate in 2022 and Beyond. At the time of writing, the World Bank cut its global growth forecast for 2022 by almost a full percentage point. The realities of war in Ukraine, political turmoil, and disrupted supply chains continue to affect the growth of all leading economies, with a spillover effect on the demand for standards.

The Ongoing Challenge of Piracy. Piracy persists, and standards developers continue to lose revenue to the illegal consumption of standards. While also signaling an existing demand for lower-priced standards, piracy slows digitization and diverts investment from more strategic objectives.

Constraints on Pricing. Standards developers find it challenging to increase prices for their products. On the one hand, they work with the existing perception of standards as being out of reach for the majority of small and medium-sized enterprises. On the other hand, they need to uphold their mission of standards advocacy, which favours accessible if not free standards. Other forces keeping prices low include volunteer contribution to standards development and IP conflicts created by the incorporation of standards into legislation by reference.

The Gray Area of Content Reuse. Concerns about copyright do not stop with addressing piracy at the document level. More persistent issues are the “gray areas” of content reuse by customers and the incorporation of standards content into derivative documents by third parties. The existence of the “gray areas” of intellectual property rights protection has slowed progress in advancing data mining solutions for standards developers, adding to the technical difficulties of text-to-data conversion.

Industry-Led Initiatives for the Development of Standards. On a longer time horizon, industry consortia and alliances engaging in the development of standards present a risk of eroding the market. Although they may currently lack the credibility of established SDOs, winning it with regulators and other industry members is a matter of time, as is obtaining accreditation as SDOs for these alliances.

The Increasing Influence of Open Access. The growing availability of open content and data, coupled with a push for free standards in some jurisdictions, changes market expectations toward obtaining access to standards free of charge. While not an immediate risk, open access (OA) in scholarly communications is a powerful transforming force for the wider digital publishing arena, and standards publishers are not immune to its influence. This is especially true for standards developers who also publish academic research, such as IEEE and SAE International.

Coming Soon: Part II of „Global Standards Publishing“ with Market Size and Forecast – Global Coverage: Regional Perspective – Market Composition and Competitive Review – Competitive Landscape – Perfomance by Category: Aggregators – Performance by Category: National Standards Bodies

50 Jahre ZPID

Den gesamten wissenschaftlichen Arbeitsprozess unterstützen

(ZPID) 50 Jahre psychologische Information und Dokumentation an der Universität Trier! Das Team des Leibniz-Instituts für Psychologie ZPID hat sich nach pandemiebedingter Pause zum Jubiläum in den Trierer Viehmarktthermen wieder treffen können. Gemeinsam feierten sie das 50-jährige Bestehen des Leibniz-Instituts für Psychologie (ZPID): der Präsident der Universität Trier Prof. Dr. Michael Jäckel, die Direktorin des Leibniz-Instituts für Psychologie (ZPID), Prof. Dr. Claudia Dalbert, die Ministerpräsidentin des Landes Rheinland-Pfalz, Malu Dreyer, der zweite Vizepräsident der Deutschen Gesellschaft für Psychologie (DGPs), Prof. Dr. Karl-Heinz Renner und der Geschäftsführer des ZPID Dr. Gabriel Schui (von links nach rechts).

Prof. Dr. Claudia Dalbert, Direktorin des Leibniz-Instituts für Psychologie (ZPID), dankte den Mitarbeiterinnen und Mitarbeitern für deren großes Engagement. Dr. Gabriel Schui. Geschäftsführer des Leibniz-Instituts für Psychologie (ZPID) ließ die vergangenen 50 Jahre des Instituts und dessen erfolgreiche Entwicklung Revue passieren. Den hohen Wert des Leibniz-Instituts für Psychologie (ZPID) für Studierende, Forscher und Lehrende hob Prof. Dr. Karl-Heinz Renner, der zweite Vizepräsident der Deutschen Gesellschaft für Psychologie (DGPs), in seinem Gastvortrag hervor.

Malu Dreyer, Ministerpräsidentin des Landes Rheinland-Pfalz, ist stolz, mit dem ZPID über eine herausragende Infrastruktur für Forschende und Praktizierende im Bereich der Psychologie und der angrenzenden Fächer im Land zu haben.

Nach knapp zweieinhalb Jahren Pandemie und Homeoffice kamen die Mitarbeiterinnen und Mitarbeiter des Leibniz-Instituts für Psychologie (ZPID) Anfang Juni erstmals wieder als Team zusammen. “Der wichtigste Gast des Tages sind die Mitarbeiter, die das Institut in den letzten 50 Jahren mit ihren Produkten stetig weiterentwickelt haben”, brachte es Direktorin Prof. Dr. Claudia Dalbert auf den Punkt. Sie selbst begleitet das Institut seit knapp 50 Jahren. “Dieser Abend ist für uns alle ein Familientreffen, ein Freundestreffen.”

“Das ZPID gibt es nicht ohne die Universität Trier, sie ist Teil der Universität Trier”, betonte Claudia Dalbert. Aus dem 1972 begonnenen Projekt zur psychologischen Information und Dokumentation mit fünf Mitarbeiterinnen und Mitarbeitern an der Universität Trier bildete sich in den vergangenen fünfzig Jahren ein internationales Infrastrukturinstitut.

Ministerpräsidentin Malu Dreyer: Mit dem ZPID verfügt Rheinland-Pfalz über eine herausragende Infrastruktur für Forschende und Praktizierende im Bereich der Psychologie und der angrenzenden Fächer. Mit seinen Diensten, Onlineanwendungen und Datenbanken unterstützt es den gesamten wissenschaftlichen Arbeitsprozess und hat zudem seine eigene Forschung kontinuierlich ausgeweitet.“

Geschäftsführer Dr. Gabriel Schui, der selbst bereits 22 Jahre Teil des Instituts ist, gab eine historischen Rückblick. Während in den Anfangsjahren Literaturlisten noch per Paket aus den USA versandt wurden, verband in den späten achtziger Jahren ein Akustikkoppler PC und Telefonleitung, um Daten zu übertragen. Wenig später bildete das Internet die Basis aller Produkte und Dienstleistungen des ZPID.

Heute bietet das Institut mit einem mehr als 60-köpfigen Team eine Informations- und Dokumentationsinfrastruktur für die Psychologie in den deutschsprachigen Ländern an. Es unterstützt – orientiert an einem idealtypischen Forschungszyklus – den gesamten wissenschaftlichen Arbeitsprozess von der Literaturrecherche und Studienplanung über die Datenerhebung und -auswertung bis hin zur Dokumentation, Archivierung und Publikation von Ergebnissen. Es ist dem Gedanken der Open Science verpflichtet und versteht sich als Public-Open-Science-Institut für die Psychologie. Seine Ursprünge sind noch heute im Namen ZPID, „Zentrum für Psychologische Information und Dokumentation“, sichtbar. Dieses Akronym hatte sich das Projekt vor über 50 Jahren gegeben.

Ausführliche Informationen zur Entwicklung und Stimmen zum Jubiläum: https://leibniz-psychology.org/institut/entwicklung/

BIIA 2022 Biennial Conference*

Celebrating 180 Years of Business Information

 

(BIIA) In closing the conference, Joachim C Bartels, Cofounder and Managing Director of BIIA thanked the audience for their attendance and support of BIIA. He gave a collective thanks to all who worked hard to make this conference a success.He used the occasion to remind the audience that in 2021 it was the 180th birthday of the business of business information. We could not celebrate it then, and there was no reason for not celebrating today.

It was always the uncertainties about risk which drove the need for information. It took a man by the name of Lewis Tappan, who lost US$3 million in the great panic of 1837, to set up an information business as risk prevention. He developed the Mercantile Agency concept (essentially credit reporting) and it took 30 year to set standards. It later became the Dun & Bradstreet Corporation, which after 180 years is still in the business of business information.

The triggers which lead to the creation of the business are still the same today as it was in 1841: Information services grow in the age of uncertainty. Over time technology became an enabler with the early development of the Morse telegraph, the commercial typewriter, the telephone etc. Compared to other businesses the information companies were timid in adapting the new technology of computing. Only about 25 years ago the technology became a real driver aided by regulations requiring transparency in business transactions, known as AML/KYC/Financial Crime compliance.

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Business Information did well during the pandemic.
In „a totally new era“ even more volatility and unpredictability.

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To make the point: Business information companies did well during the pandemic.
During the past 8 quarters the large players had revenues grow at a high double- digit growth.

Just as we are recovering from the health and economic effects of Covid-
19 war in Europe has arrived. Once again uncertainties have risen again,
with more volatility. Financial systems effects are unpredictable. As Henry Kissinger stated recently: “We are now living in a totally new era”.

Magnitude of risk and the complexity of risk will increase posing new challenges for risk managers and the information industry, which are to support them. Perhaps it is time for our industry to get real with AI to be able to deal with the complexity.

* BIIA is the international partner of Open Password.

Social-Media-Atlas

So schneiden Facebook, WhatsApp und Instagram gegeneinander ab

(Faktenkontor) Zwischen Facebook, Instagram und WhatsApp fallen die Leistungen, Stärken und Schwächen der großen Social-Media-Dienste aus dem Hause Meta Platforms sehr unterschiedlich aus: Größte Reichweite hat WhatsApp, das mehr als sieben von zehn Deutschen mit Zugang zum Internet verwenden. Derartige Höhen erreicht der einstige Platzhirsch Facebook zwar nicht mehr, kann seinen Anteil an Anwendern aber zum ersten Mal seit Jahrenwieder leicht auf jetzt 63 Prozent steigern. Auch Instagram polstert seine Community auf und wird inzwischen von fast jedem zweiten Onliner genutzt – verliert dabei aber zunehmend den Zuspruch der Jüngsten. Das zeigt der seit 2011 jährlich erscheinende neue Social-Media-Atlas 2022 der Hamburger Kommunikationsberatung Faktenkontor, für die der Marktforscher Toluna 3.500 Internet-Nutzer ab 16 Jahren repräsentativ befragt hat.

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WhatsApp: Der Champion

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Champion nicht nur unter den Meta-Diensten, sondern unter den Sozialen Medien insgesamt ist WhatsApp. Unübertroffene 71 Prozent aller Onliner in Deutschland nutzen den Messenger mit Massengruppenchat-Funktion. Von den Unter-40-Jährigen sind sogar mehr als acht von zehn per WhatsApp zu erreichen. Aber auch jenseits der 40 erfreut sich WhatsApp über alle Altersgruppen hinweg einer ausgesprochen hohen Akzeptanz. Mit 53 Prozent erreicht man hier auch die Mehrheit der Silver Surfer ab 60 Jahren.

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Generationen-übergreifend gleichmäßig genutzt

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WhatsApp wird nicht nur in allen Altersgruppen von einer Mehrheit genutzt – es ist auch der einzige Social-Media-Kanal, in denen sich Anwender generationenübergreifend etwa gleichermaßen aktiv zeigen. Unabhängig davon, ob „Gen Z“ (16-25 Jahre), Millennials (26-40 Jahre) oder Ältere: 28 Prozent der Onliner schreiben regelmäßig WhatsApp-Nachrichten. Das Lesen von Beiträgen anderer Nutzer ist für jeden zweiten älteren Internet-Nutzer zur Gewohnheit geworden, bei Gen Z und Millennials sind es nur acht Prozentpunkte mehr. Dabei geht es meistens um Persönliches, über das sich 58 Prozent der Onliner per WhatsApp austauschen. Erst mit deutlichem Abstand folgen andere Themen, wie Berufliches (13 Prozent) und das aktuelle Tagesgeschehen (11 Prozent).

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Facebook: Nutzerschwund gestoppt…

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Facebook steigt zum ersten Mal seit 2017 wieder in der Gunst der Nutzer: Mit einem leichten Plus von drei Prozentpunkten gegenüber der Vorjahresbefragung liegt der Anteil der deutschen Onliner, die Facebook nutzen, jetzt bei 63 Prozent. Neben WhatsApp kommt nur YouTube mit ebenfalls 71 Prozent auf mehr),doch der ehemalige Platzhirsch kann damit nicht mehr an seine einstigen Glanzzeiten anknüpfen, in denen er bis zu 76 Prozent der Onliner erreichte.

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…aber Überalterung bleibt

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Auch wenn der Nutzerschwund erstmal gestoppt scheint – bei den jüngsten Zielgruppen schwächelt der Social-Media-Dienst weiterhin: Lediglich 39 Prozent der Internet-Nutzer im Alter zwischen 16 und 19 Jahren sind bei Facebook unterwegs – weniger als in allen anderen Altersgruppen. Hervorstechend erfolgreich spricht das Netzwerk hingegen „Thirtysomethings“ an: Acht von zehn Onlinern zwischen 30 und 39 Jahren nutzen Facebook, das den Abstand zu WhatsApp und YouTube in dieser Kohorte auf nur vier Prozentpunkte verkürzt

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Kommerzielle Inhalte: Geringstes Vertrauen – aber höchste Werbewirkung

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Ebenfalls auffällig: Nirgendwo sonst im Social Web zeigen sich die Nutzer gegenüber Unternehmen misstrauischer. Unter allen untersuchten Social-Media-Kanälen ist Facebook der einzige, auf dem mit 54 Prozent mehr als die Hälfte der Nutzer angibt, nur geringes Vertrauen in Informationen zu haben, die sie dort von kommerziellen Anbietern erhalten. Nichtsdestotrotz beweist Facebook die höchste Werbewirksamkeit der Sozialen Medien: Jeder vierte Onliner hat schon einmal Produkte gekauft oder Dienstleistungen in Anspruch genommen, weil sie auf Facebook beworben wurden.

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Instagram: Junge Schönheit verliert die Jugend

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Instagram konnte seine Nutzerbasis in Deutschland ebenfalls um drei Prozentpunkte auf jetzt 49 Prozent der Onliner ab 16 Jahren ausbauen. Ein Blick auf die Entwicklung in unterschiedlichen Altersgruppen zeigt aber, dass die sich bereits in der Vorgängerstudie abzeichnende Überalterung der Nutzer sich auch bei Instagram verfestigt. Starke Zuwächse finden sich hier vor allem bei Onlinern ab 60 Jahren um sechs Prozentpunkte auf jetzt 21 Prozent und zwischen 30 und 39 Jahren um fünf Prozentpunkte auf jetzt 68 Prozent. Jüngere Zielgruppen durchdringt Instagram zwar weiter am stärksten, aber der Trend zeigt abwärts: Nach einem heftigen Absturz von 91 auf 80 Prozent im Vorjahr geben aktuell nur noch 78 Prozent der Befragten im Alter zwischen 16 und 19 Jahren an, Instagram zu nutzen. Top-Instagrammer bleiben Twens mit 81 Prozent (Vorjahr: 82 Prozent). Inhaltlich steht auch bei Instagram Persönliches an erster Stelle, Themen rund um Mode, Beauty und Lifestyle stoßen hier auf größeres Interesse als bei WhatsApp und Facebook.

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Investition statt Innovation

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„Eigenentwicklung Facebook lebt von der Substanz, Zukauf Instagram verliert den Anschluss an den Nachwuchs, nur der ebenfalls zugekaufte Messenger WhatsApp findet universellen Zuspruch“, fasst Dr. Roland Heintze, Social-Media-Experte und Geschäftsführender Gesellschafter des Faktenkontors zusammen. „Innovation und rasantes Wachstum finden anderswo im Social Web statt. Aber Größe und Vorsprung erlaubt es Meta Platforms, seine Marktposition auch in Zukunft durch weitere Zukäufe zu verteidigen. Wie gut das gelingt,hängt von der Qualität dieser Investitionen ab.“

Open Password

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im deutschsprachigen Raum

Neue Ausgaben von Open Password erscheinen dreimal in der Woche.

Wer den E-Mai-Service kostenfrei abonnieren möchte – bitte unter www.password-online.de eintragen.

Die aktuelle Ausgabe von Open Password ist unmittelbar nach ihrem Erscheinen im Web abzurufen. www.password-online.de/archiv. Das gilt auch für alle früher erschienenen Ausgaben.

International Co-operation Partner:

Outsell (London)
Business Industry Information Association/BIIA (Hongkong)

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