The Online-Affinity is a measure of the propensity to use the Internet, respectively the intensity of the use of online services by the population 15 years and older The regional Online-Affinity is represented as an index, an index of 100 is the respective national average.
The regional / local Online-Affinity calculation model is based on four important factors (of the popula-tion 15 years and older) per spatial unit:
- Socio-demographic and spatial structure and the consequent consumption or online behaviour
- Possibility of using online services (e.g. technical equipment, network availability, restrictions on online services)
- Actual use of online offerings (especially online shopping and social media activity)
- regional prosperity level (purchasing power, disposable income, consumption expenditure) On the basis of these factors - individually calibrated for the respective country - deviations from the average usage per spatial unit are calculated and displayed as an index.