The reach of online offers depends not only on their content and SEA activities, it is also strongly determined by external factors. This becomes very clear when the daily unique users (net reach mobile and stationary in 2018) are displayed as a heat map over the calendar weeks and weekdays.
In spring and summer, the use of digital TV program guides is 30 percent lower than in autumn and winter – many utilize the nice weather for outdoor activities like traveling, gardening and visiting the beer garden. Of course, the interest in information about television programs is correspondingly lower.
Conversely, more television is watched on Sundays and public holidays as there is more free time available so that the reach is 60% higher than on weekdays.
Germans use doctors' directories almost four times as often on Mondays as on Saturdays, when practices are closed. On Sundays, too, the reach is similarly low; obviously, doctor visits are mainly planned at the beginning of the working week. The diagram clearly shows an increased reach also in the first quarter, these are the effects of the flu wave that was particularly pronounced in 2018 and led to a sharp increase in the number of patients visiting doctors' offices.