Measuring the web in Hungary

1

• Measuring the web in Hungary
• Péter Darvas
• research manager
• Ipsos Szonda

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Ipsos Szonda Media Resarch

• Ipsos Szonda gives full coverage of media
  research in Hungary
• Press NMA Market standard
• Radio Radio Log Market standard
• Outdoor Contact Market standard
• Television TV Log
• Internet gIA competitive to be the market
  standard

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Web measuring in 2007

• Median Webaudit site centric measuring
  connected to databases for demographic
  segmentation
• NRC VMR online declarative survey, mainly
  segmentation
• Ipsos Szonda Gemius Hungary gIA fusion panel
  from site centric and user centric panels
• Ipsos Szonda Gfk Hungary NMA declarative
  data measured paralell with readership measuring

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Internet penetration and introduction of new
measuring technics
Software panel
Cookie panel
Readership survey
Declarative survey
Penetration surveys
Site centric
Extended Readership Survey
Site centric connected to databases

• Server logs

thousand people
15 population of Hungary about 8,5 million
Ipsos Szonda Gfk Hungary National
MediaAnalysis
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From the beginning server logs

• Statistics created from server log files
• Not independent source
• Different definition of statistics
• No standard
• Misunderstandable stats
• Hits

• Need for standard methods and metrics

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Before 2000 measuring of penetration

• First it was only the media which was measured
• Penetration
• Access
• Usage

have access to internet
use internet
population
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2001 independent site centric measuring

• Median Webaudit
• Using measuring codes
• Measuring sites which joined
• Standard traffic metrics
• Unique visitors
• Page views
• Visits
• Publication of results needed approval of
  measured site

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It is NOT only the traffic that matters

• Web traffic can be measured in a quite
  sophisticated way compared to other media
• Full scale measuring solutions against sample or
  panel based surveys
• What was missing socio-demographic segmentation
• Without this, internet was still behind other
  media types

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Declarative surveys

• Starting with 2001 there were declarative surveys
  measuring web sites
• Do you regulary use altavista.com?
• When was the last time you visited altavista.com?
• Data collecting methods
• Offline surveys
• Online surveys
• It was not really an option to make reliable
  samples

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2001 online audience survey

• Visitor Lifestlyle later Media Research
• Audience segmentation
• 10,000 respondents/wave

online advertisements
online panel
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2002 big web players joined offline readership
survey

• Big content providers wanted to show their
  results next to newspapers Ipsos Szonda Gfk
  Hungary NMA

internet user?
random sample
offline CAPI survey

• recent reading method
• when was the last time you visited startlap.hu?
• on how many days have you visited startlap.hu in
  the last 7 days?

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Standard readership survey

• Recent reading method
• Daily reach (rpi)
• Weekly reach
• Websites can be used in media planning next to
  newspapers
• Very detailed segmentation
• Reliable offline sample
• Only about 10 websites was measured

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2005 Internet Audience Research

• Independent offline survey using same methodology
  as NMA
• 120 sites
• Using screenshots instead of logos
• Fused to NMA database
• First results for sites like
• google.com
• yahoo.com
• ebay.com

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2006 - Situation after IAR

• Webaudit
• Standard in traffic metrics
• No demographics
• Visitor Media Resarch
• No traffic
• Rich demographic information
• NMA/IAR
• Minimal traffic information reach
• Rich demographic information
• Rich offline media usage information

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A step forward was needed

• Three providers were on the market
• None of them was able to give complex audience
  measuring data
• Standard traffic metrics
• Detailed demographics
• Effective interface
• at the same time
• Internet has changed too

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Use of internet has changed methods have to
change too

• How a user gets to Index.hu?

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Declarative Vs Measured data
Declarative answers what a user thinks/knows
about what websites he/she visits
Measured traffic built from traffic of webpages

• Definition of website is not obvious
• Sole source where every usage location can be
  measured

• Definition of a website is clear
• by scripts
• by urls/domains
• More detailed traffic metrics

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From 2006 new solutions Ipsos Szonda Gemius
Hungary

• Gemius entered the market at the end of 2005
• In 2006 Ipsos Szonda and Gemius Hungary
  introduced a cookie panel solution
• This was extended in 2007 by a software panel
  solution whcih resulted in a fusion panel

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2006 cookie panel

• Site centric measuring connected to an online
  demographic survey
• TrafficSegmentation
• Easy to implement
• It can measure only those site that use measuring
  scripts
• Not able to give full market pictures

cookie panel
50,000 panellists
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2007 software panel

• Panel of internet users install measuring
  software on their computers
• Gives full market information
• It can be integrated/fused with cookie panel
  results to create very reliable data
• Harder, slower and costlier to build

software panel
2,850 panellists
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What full market data means?

• Webaudit about 500 sites
• VMR about 100 sites
• NMA/IAR about 10/100 sites
• gIA fusion data more than 800 sites at a panel
  size of 2800 panellists
• international sites google.com, live.com,
  youtube.com
• brand sites banks, FMCG, auto sites
• e-commerce sites

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A step forward by Webaudit

• Connecting site centric results to databases
• Traffic by measuring scripts
• Basic demographics based on registration forms

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Which will be the standard?

• Decision based on
• Methods
• Services
• Attitudes of market players
• gIA is already standard in several CEE countries
• Competition helps the developement of methods
• Lack of standard doesnt help the market
• Decision is expected in 2008

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About the future.

• Perfect solution is still far ahead if possible
• Combining data with offline media usage can get
  to be even more interesting
• Media usage changes more fast as before, research
  methods have to adapt to these changes
• This can also mean that measuring TV tomorrow can
  look very similar to as the internet is measured
  today

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Thank you for listening!

• Péter Darvas, research manager
• Szonda Ipsos
• peter.darvas_at_ipsos-szonda.hu
• 36 1 476 77 11
• 36 20 937 53 31