Strong traffic growth for big classifieds in Germany

26 Feb 2017

IVW (Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern), the German organization that measures web and mobile traffic on behalf of companies, released its results for January last week.

IVW is Germany’s oldest traffic measurer. It is also regarded as the most reliable measurer of traffic. Sites must pay to be measured, so many German sites prefer not to be measured by IVW.

IVW announced EBay Kleinanzeigen had signed up to have its traffic measured for the first time in January. This made the regular IVW announcements even more interesting, since all the big EBay Inc. sites in Germany (Mobile.de, EBay.de and EBay-Kleinanzeigen.de) were now officially measured.

The IVW numbers confirmed: Germany loves EBay.

The online magazine Meedia.de analyzed the IVW stats, and compiled Top-50 rankings based on the the January numbers (here in German). It also calculated the growth/drop from December 2016 to January 2017.

We pulled the results of the classifieds sites from the Meedia rankings:

+ EBay Kleinanzeigen received 145 million visits in January, nearly as many as Germany’s EBay Marketplace / auction site (177 million). This was two percent more than in December.

SimilarWeb measured the average monthly desktop and mobile-site visits to EBay Kleinanzeigen in 2016 at around 100 million, of which almost half came to the mobile site. So, Germany’s No. 1 stuff site appears to be growing strongly.

+ The top auto vertical, Mobile.de, also grew traffic sharply in the first month of 2017, up 19.2 percent to 123 million visits from December 2016.

That put it far ahead of the No. 2 site Autoscout24.de, which received only half the audience at 64 million visits. It must be added, that Autoscout24’s visits grew by 17 percent from December.

Interestingly, though, AutoScout24’s mobile-audience share is noticably bigger than Mobile.de’s (note: not the size of the mobile audience).

Seventy-five percent of Autoscout24’s total visits came from mobiles, while only 58 percent of Mobile.de’s visits came from mobiles. And, in absolute numbers, it looked like this: Autoscout24 received 48 million mobile visits, while Mobile.de received 71 million mobile visits in January.

+ ImmobilienScout24.de, Germany’s No. 1 real estate marketplace, saw a huge increase – 34 percent – in visits in January from December. (IVW does not measure the traffic of IS24’s closest rival Immowelt.de.)

+ Xing, the leading business network in German-speaking countries, measured 53 million visits in January, up 19 percent from December (Must be the “new year, new career” phenomenon at work – editor.)

Prominent sites that dropped their IVW contracts in 2017 (didn’t want to be measured any more, for whatever reasons) include Yahoo and My-hammer.de (contractors for hire site).

SimilarWeb shows traffic on those sites declining over the past few months, which could be a reason they don’t want to be measured any longer by IVW.

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Kate Rodriguez

Kate Rodriguez covers the German market for AIM Group. She is a freelance business writer with an extensive background in public policy, business consulting and marketing. Originally from the U.S., Kate is now based in Munich.