The Allensbach Computer and Technology Analysis (ACTA), which has been published annually since 1997, continuously monitors the acceptance and use of digital technologies in Germany. The study focuses on computers, the Internet and cell phone technology, along with electronic home entertainment, digital photography and video technology, navigation systems and the market for computer and console games. With its broadly based data, the ACTA not only captures the ongoing, dynamic development of these markets, it also reveals how people's information, communication and purchasing behavior is changing in today's digital world. In addition, the study reveals how the total population and individual target groups divide their time between individual devices, such as desktop PCs, notebooks, tablet PCs and smartphones.
The ACTA questionnaire is continuously adjusted in view of the latest market and media trends. In this year's ACTA, a number of questions focusing on the acceptance and spread of mobile, web-enabled end devices were expanded. In addition, the study also takes a closer look at stationary and mobile Internet consumption, in terms of both consumption volume and patterns. The ACTA measures the degree of loyalty to informative online media, that is, the extent to which Internet users have developed a preference for specific websites in recent years. For about 70 different kinds of informational and research websites, the study determines which users refer to a relevant set of specifically selected websites, in comparison to those who primarily obtain content in these areas via search engines.
The ACTA is a multilayered source of data for planning and concrete communication tasks, as well as for analyzing the interplay of the media brands' print, online, apps and TV platforms. To this end, the study depicts the consumption of about 150 print, online advertising media and apps, along with TV consumption and moviegoing. Starting in 2011, the study also distinguishes between traditional Internet consumption (via desktop PC or notebook), consumption via tablet PC and mobile consumption via cell phone or smartphone. The ACTA 2015 includes a number of important questions that are especially interesting in strategic terms, such as questions on the acceptance of fee-based digital content, differentiated according to content categories, platforms and payment models. The ACTA questionnaire is adjusted in view of the latest trends in social networks. Once again, this year's study also includes detailed data on the consumption of brand-specific media apps, with findings provided separately for consumption via smartphone or via tablet PC.