Marta Klepka Gemius SA Vesna Zakaric CATI PRIZMA Istraivanja

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Marta Klepka Gemius SA Vesna Zakaric CATI
/ PRIZMA Istraivanja
gemiusAudience - Consequences of implementation
and results of the first online audience
measurement in Croatia
Zagreb, 20th of February 2007
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Issues in online audience measurement
Research is about trade-offs. It is about
satisfying complex practical needs while adhering
to the firmest methodological principles. This
is especially true for the worlds most
measurable and most difficult to measure
medium Internet.
GemiusAudience research gains deep insight into
the issues. Some of them are practical, business
issues. Others are technical, methodological
issues. All of them are important. And a good
researcher will address them all. Wed like to
discuss them with you.
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About gemiusAudience study
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Regional presence of gemiusAudience
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Methodology
Number of internet users who generated at least
one page view on the selected web site in the
given month. This indicator relates to the actual
number of persons (not computers, cookies or IP
addresses) who visited the web site in the given
month.
Unique / real visitors


Web survey pop up
Telefonsko zbiranje podatkov


Traffic measurements
CATI phone data
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Site centric Reach Tools
n Cookies 1 Person
IP Data
User Registrations
1 Cookie n People
COOKIES ARE VARIABLE IN TIME Cookies Deletion
Problem
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HOW MANY COOKIES WOULD THERE HAVE BEEN IF COOKIE
DELETION DID NOT OCCUE?
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N1
Time period N
N-1
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?
Time period N
N-1
N1
Isolate persistent COOKIES
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Sample of Cookies
Good cookies
Time period N
N-1
N1
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Why gemiusAudience in Croatia?
The most CREDIBLE DATA on Internet visit in
region
ADVANCED METHODOLOGY solution of cookie
deletion problem
Traffic measurements and visits analysis in REAL
TIME
Internet user PROFILES updated on MONTHLY basis
Data presented through MEDIA PLANNING TOOL
TRANSPARENCY of reseach model
High quality (IAB, ESOMAR)
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gemiusAudience - Consequences of implementation
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gemiusAudience Online Ad Spend
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gemiusAudience Advertiser Response
Already after 1 year after the official
publication of data in each country we can speak
about the success of gemiusAudience.
gemiusAudience is one factor that has contributed
significantly to the noticeable increase in
online campaigns conducted. Tomasz Ciszek,
Director of CR Media Group (Baltic States
Ukraine) (media broker)
gemiusAudience raises advertiser confidence in
the online medium, contributes to the development
of the online advertising market and leads to an
increased number of online campaigns. Marcin
Szporka, Director of Fastbridge Poland
(Initiative Media media agency)
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Does only the number of real users determine the
relative marketing value of a website?

• Ranking by
• number of visitors

• Ranking by average
• time spent on site

Ranking by average number of Page Views
Time period month
Source gemiusAudience, Croatia, January 2007
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Internet audience behavior differs by gender.Men
and women visit websites with different focuses.
FEMALE
MALE
MEN
Top 5 websites visited primarily by women
Top 5 websites visited primarily by men
Time period month
Top 5 websites visited primarily by men
Source gemiusAudience, Croatia, January 2007
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Over 64 of Croatian Internet users are people
aged 15-34. What sites are they interested in?
Top 10 websites among15-24 age group
Top 10 websites among25-34 age group
Maybe more targeted content?
Time period month
Source gemiusAudience, April 2005 Data
generated with the use of results provided by
Median
Source gemiusAudience, Croatia, January 2007
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Over 64 of Croatian Internet users are people
aged 15-34. What sites are they interested in?
Time period month
5 sites with the highest percentage of audience
age 25-34
5 sites with the highest percentage of audience
age 15-24
Source gemiusAudience, Croatia, January 2007
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Employees whose monthly net salary is more than
3501kn make over 35 of Croatian Internet users
Time period month
10 sites with the highest percentage of audience
consisting of employees with monthly net salary
under 3500 Kn
10 sites with the highest percentage of audience
consisting of employees with monthly net salary
over 6001 Kn
10 sites with the highest percentage of audience
consisting of employees with monthly net salary
over 15000 Kc
10 sites with the highest percentage of audience
consisting of employees with monthly net salary
over 3501kn.
Source gemiusAudience, Croatia, January 2007
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Students and pupils make 41 while employed
(public and private sector) and self-employed
over 48 of Croatian Internet users
10 sites with the highest percentage of audience
consisting of students and pupils
10 sites with the highest percentage of employed
and self-employed
Time period month
Source gemiusAudience, Croatia, January 2007
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• gemiusAudience data will boost the online
  advertising in Croatia
• Publishers
• Get the credible data on their visitors
• Results of the research are the basis for gaining
  advertisers budgets
• Media planners
• Receive media planning tool
• Provide more reliable planning and execution of
  online campaigns
• Advertisers
• Are finally able to assess the real value of
  selected Internet websites as a potential place
  to advertise given products and services
• The indicators help them to take optimal
  decisions in terms of designing advertising
  strategies
• General benefits
• Source of knowledge that facilitates the work of
  people employed in the sector of information
• It enriches academic dissertations, market
  analyses, and supports news presented in the
  traditional media

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gemiusAudience - results of the first online
audience measurement in Croatia
Period of measurement 1st -31st of Jan.

• Source
• technical measurement (Gemius S.A.)
• CATI DCO (Prizma Istraivanja)
• web survey, N 11.936 (CATI/PRIZMAGemius S.A.)

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General statistics INTERNET USERS

• There were
• nearly 179 Million of Page Views generated in
  total
• over 273 Page Views per Internet user on average
• on average Internet user spent 5 hours 47 minutes
  browsing the Internet in January 2007

64,6
35,4
35,4 of Croatians aged 12 and more use the
Internet
Source gemiusAudience, Croatia and DCO (Prizma
Istraivanja), January 2007
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General statistics INTERNET USERS - GENDER

• According to the gemiusAudience results men are
  represented in the higher number than women among
  Croatian Internet users

Source gemiusAudience, Croatia, January 2007
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General statistics INTERNET USERS - GENDER

• Croatian men are also a bit more active on the
  Internet

• On average
• over 282 Page Views per user
• 6 hours 3 minutes spent on all sites

• On average
• over 262 Page Views per user
• 5 hours 27 minutes spent on all sites

Source gemiusAudience, Croatia, January 2007
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General statistics INTERNET USERS - AGE

• As in other countries, young people are the most
  significant sub-group among all Internet users
• 22,39 of them use the Internet at least 21 days
  and more in a month period

Internet users age
Source gemiusAudience, Croatia, January 2007
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General statistics INTERNET USERS - PROFILE

• Most Internet users declare medium incomes
• 3,30 do not want to reveal their monthly
  income. This is typical of wealthier target groups

Internet users income
Source gemiusAudience, Croatia, January 2007
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General statistics INTERNET USERS - PROFILE

• more than 38 of Croatian Internet users have
  finished vocational or secondary school

Internet users education
Source gemiusAudience, Croatia, January 2007
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General statistics INTERNET USERS - PROFILE

• 25,62 of Croatian Internet users are coming
  from Zagreb
• 80,47 of Croatian Internet users are most often
  connect to the Internet from home

39,9
Source gemiusAudience, Croatia, January 2007
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HEAVY USERS TOP websites

• Heavy Internet users might be considered those,
  who use the Internet at least 21 days per month,
  from work, home or school
• 18,69 of Croatian Internet users belong to this
  group

Top 10 sites visited by heavy users
Source gemiusAudience, Croatia, January 2007
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Thank You for you attention!

• For more information please contact
• Anja Melcher
• Prizma istraivanja
• phone [phone]
• e-mail anja_at_cati.hr
• web www.cati.hr
• Vesna Zakaric
• CATI
• phone [phone]
• e-mail vesnaz_at_cati.si
• webwww.cati.si

sierpien 2006