Overview
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 consumer electronics, 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.
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 and TV platforms. To this end, the study depicts the consumption of about 110 print and online advertising media, along with consumption of TV news channels and moviegoing. Starting in 2011, the study distinguishes between traditional website consumption (via desktop PC, notebook or tablet PC) and mobile consumption via cell phone or smartphone. Once again, this year's study also includes detailed data on the consumption of brand-specific media apps.
