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SUMMARY: LA ELFA 12/13
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Summary LA ELFA 12/13:
The number of decision makers in electronics as well as print coverage remain stable

In the current LA ELFA 12/13 study, the universe of decision-makers in electronics (270,300) has remained stable compared to the last survey. Also the print coverage of the big electronics media titles continues to be high. The electronics media with the biggest advertising volume (advertising media statistics mediaskop 2011) own the highest coverage: Markt&Technik and Elektronik are ahead with Markt&Technik reaching an average of 108,800 readers week per week and Elektronik reaching 96,000 readers per issue every 14 days.

Average readership per issue (K1 value)
Markt&Technik 108,800
Elektronik 96,000
Elektronikpraxis 66,500
Design&Elektronik 65,000
Elektronik Industrie 46,300
EL Info Elektronik Informationen 30,300
E&E Faszination Elektronik 15,600
Source: LA ELFA 12/13; 270,300 decision-makers in electronics in Germany

Hardly any other sub target group within the decision makers in electronics is so highly coveted as the one of design engineers. In the field of Research & Development, Elektronik reaches the highest coverage, followed by the weekly magazine Markt&Technik.

Average readership per issue (K1 value) in the field of Research and Development
Elektronik 78,200
Markt&Technik 76,200
Design&Elektronik 54,400
Elektronikpraxis 47,800
Elektronik Industrie 35,000
EL Info Elektronik Informationen 21,300
E&E Faszination Elektronik 12,800
Source: LA ELFA 12/13; 184,900 decision-makers in electronics in R&D in Germany

The supply of media continues to increase

Overall, the supply of media has continued to grow during the last years. The fact that social media in B-to-B communications with target groups out of technology and design engineering only plays a subordinate role has been proven by several general reports such as the VDMA coverage study mechanical engineering 2011.

This is also valid for the decision-makers in electronics according to LA ELFA 12/13. Facebook & co. do not play a decisive role in professional information supply. Web sites of vendors and trade press providers, exhibitions and trade journals are used far more often in order to obtain job-relevant information.

Selection of job-relevant specialised information sources for general sector reports
Trade journals, published by publishing houses 76%
Vendor independent web sites of providers for trade media 73%
Exhibitions/ trade fairs /conferences / congresses 69%
Forums / portals of users on the Internet 53%
Independent e-newsletters by providers for trade media 43%
Professional publications of universities / research institutions 37%
Social media on the Internet 13%
Mobile applications (apps) on smartphones 12%
Source: LA ELFA 12/13; 270,300 decision-makers in electronics in Germany

Selection of job-relevant specialised information on new products
Web sites of manufacturers 97%
Product sheets and brochures of manufacturers and providers 84%
Exhibitions/ trade fairs /conferences / congresses 80%
Trade press published by publishing houses 79%
Independent e-newsletters by providers for trade media 69%
Vendor- independent web sites of providers for trade media 68%
Direct advertising by manufacturers and providers (mailings) 64%
Forums / portals of users on the Internet 61%
Seminars, workshops and taining (non-virtual) 51%
Virtual web seminars, web-training 29%
Mobile applications (apps) on smartphones 21%
Social media on the Internet 17%
Source: LA ELFA 12/13; 270,300 decision-makers in electronics in Germany

Facebook with low professional benefit

Especially for the discerning target group of decision-makers in electronics, professional benefit is the main objective in terms of the selection of media channels. Apparently Facebook does offer this professional benefit only in a limited range. Only nine percent of decision-makers in electronics use Facebook for professional purpose. The value for decision-makers in Research & Development is even smaller: Here, it is only six percent. 68 percent of the design engineers do not use Facebook at all, neither for professional nor for private purpose. Besides, Twitter is used by only five percent of the design engineers over all.

Use of social media (using the example of Facebook)
Use of Facebook Decision-makers in
electronics
Decision-makers in
Research & Development
Exclusively for private purpose 28% 26%
Private and professional use 8% 6%
Exclusively for professional purpose 1% 0%
Not at all 63% 68%
Source: LA ELFA 12/13; 270,300 decision-makers in electronics in Germany
resp. 184,900 decision-makers in R&D