gallup grunnlag for bedre beslutninger 1 the internet in norway methods, the market, electronic...

1GALLUPGrunnlag for bedre beslutninger

The Internet in NorwayMethods, The market, Electronic newspapers:

An update http://www.gallup.no/media/

EMRO meeting 16 June 1998, Madeira, Portugal

Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association http://www.nal.noKnut-Arne Futsæter, Norsk Gallup Institutt A/S http://www.gallup.no


Introduction

During the last year both the access to and the use of Internet have continued to grow rapidly in Norway.

However, the optimistic growth rates for WEB advertising have failed to materialise.

The advertisers requires certainty from an independent third part to give them confidence in the mess of different figures.

The Internet marked desperately needs international standards.


Reach - medium

Circulation

Attention

Comm. effect

Sales effect?

Reach - ad

Distance between buyer and seller

Advertiser

Ad sales rep

Advertising dependent

Advertisingindependent


Interview surveys

AdvantagesWe know the respondent, and have demographic and psychographic data.

Comparable data with other media.

Connection to market information (Consumer & Media’s target group information).

DisadvantagesOnly relevant for large Web sites and their main pages.

Limited level of detail on Internet data - only on media/title level.


PC meters

AdvantagesKnowledge of the respondent.

Demographic and to an extent opportunities for other variables, although this are limited.

Comparable figures.

High degree of detail by which single pages, advertisements and click-throughs for advertisements can be measured.

Surfing patterns can be tracked.

DisadvantagesExpensive.

Panels are vulnerable to fast changes in the universe; a characteristic of the Internet!

Only possible in the home market, because access to workplaces is doubtful.

Only the most popular sites will be measure the most popular sites.

Samples being far too small.


Server measurements

AdvantagesHigh degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements.

Quick and effective reporting.

Inexpensive collection.

DisadvantagesPoor knowledge of the respondent.

Does not register the number of different users.

For the time being there is no joint registration device and calculation method, and consequently no comparable figures.

No validation possible

SERIOUS technical problems such as search engines, cookies, frames, proxy, caching, refreching etc.


How undercounting occurs

UserUserUser UserUser UserUser UserUser UserUser UserUser UserUser

Fire-Fire-WallWall

ProxyProxyServerServer

PCPCCacheCache

RAMRAMCacheCache

ServerServer

(log file)(log file)

No CountingNo Counting


The WebMeasure system

WebMeasure overcome the caching problem by measuring in the web browser rather than at the server.

This product is developed by SOFRES: IMR in Australia. TN SOFRES have ambitions to be the single standard for Internet audience measurement worldwide (http://www.sofresimr.com/).

WebMeasure is now operational in Europe, Australia, North America and Asia and, have been established as the Internet measurement standard in Australia.

At the moment WebMeasure consist of three modules: WebMeasure main platform which, measure sites and page exposure. WebMeasure Demographic module which, show who the visitors are. WebMeasure AdMeasure module which, measure ad exposure.

http://www.sofresimr.com/BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998


www.gallup.no

www.gallup.no\Internet\

www.gallup.no\Internet\intertrack\

{Site visit

Central variables:Site visit, page exposure and ad exposure

Page exposure

Ad exposure


WebMeasure is a browser based measurement

Installation A unique Java applet is installed on each site to be measured. This applet

contains a unique code and a program communicating with an external server on visits.

The net sites only need to install a WebMeasure HTML. code (approximately 4 lines) into their net sites.

Measuring is initiated immediately.

Data sampling Data are sampled from each browser, i.e. not from the server. WebMeasure is cached along with a WEB page. Only those accesses that have been downloaded completely from a WEB

browser are counted.


How WebMeasure works

GallupGallupNexusNexus

UserUserUser UserUser UserUser UserUser UserUser UserUser UserUser

Fire-Fire-WallWall

ProxyProxyServerServer

PCPCCacheCache

RAMRAMCacheCache

ServerServer(log file)(log file)

BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998


WebMeasure versus PC meter panel and server measurement

PC meter panels PC meter panels have weakness due to size and composition of the sample. Even a panel of 30.000 are not able to give data from all sites which are of

commercial interest. Are not representative of business and schools. Expensive to run.

Sever log based systems Undercounting due to caching Overcounting due to search engines No validation possible.


AdMeasure and demographic modules

AdMeasure module AdMeasure counts number of persons exposed to an ad. AdMeasure counts the exact number of persons exposed to a specific ad

irrespective of where the ad is localised.

Demographic module Net sites and advertisers need to know who is visiting the site, specific pages and

specific ads. WebMeasure contains a model which gives this demographic information. Randomly sample visitors to a WEB site. Pop up survey is used. Variables such as: Gender, age, occupation, income, country of residence.

http://www.sofresimr.com/samples/demo-module-demo.html


Web interviewing by Pop-Up Surveys

See part 2 (Internet Data Collection Methods) in The Worldwide Internet Seminar arranged by ESOMAR in Paris 1998.


On-line reporting

http://www.sofresimr.com/samples/demo-module-demo.html


Have used the Internet

Have access to the Internet

Have looked at the page

Have looked at the advertisement

Sales effect?

Have used the electronic service

How will the measurement challenge be solved

Interview surveys:Gallup’s InterBusinessGallup’s InterBussGallups InterTrackGallup’s WEB Topp

WebMeasure


Consumer & Media and Gallup’s WEB Topp

Consumer & Media, which is the leading multi-media concept in Norway (see the Norwegian Activity Report) measure access and use of Internet with a nationally representative sample of 30,000 private persons aged 13 and more.

Gallup‘s WEB Topp In an agreement with NAL and other organisations, we measure Norwegian

newspapers that are on the Internet and pure electronic titles/media. Weekly (estimated from the frequency question) and daily reach (yesterday) are

measured by Consumer & Media. Data are reported to the customers by e-mail, made available electronically by

Pulsar Internett and published on Gallup’s homepage. The monthly and quarterly reporting are always covered by the leading

newspapers (print) and of course by the electronic newspapers.

Source: EMRO paper from 1997 under the same title. http://www.gallup.no


Questions

1. Access to the InternetDo you have access to the Internet at home, at work, at school or other places?

2. Monthly reach of the InternetExcluding sending and reading electronic mail, have you used or logged onto the Internet during the last 30 days?

3. Daily reach of the Internet: (Have used the Internet the last 30 days).Excluding sending and reading electronic mail, did you use or log onto the Internet yesterday?

4. Weekly reach of electronic titles: (Have used the Internet the last 30 days).How many of the last seven days have you visited .....(title name) on the Internet?

5. Daily reach of electronic titles: (Have read at least one day in question 4.)Did you visit ... (title name) on the Internet yesterday?

Questions from August 1997


The development of Internet in Norway

Total access to Internet May 1998 40% were connected to Internet, compared to 13% in November 1995. 20% were connected at home, 19% at work and 10% at school. The home marked is growing most rapidly, and have been doubled in the last year.

Monthly reach26% have logged onto the Internet in the course of the last 30 days.

Daily reachThe Internet has an average daily reach of 10%.

2

9

13

3

15

24

8

21

34

10

26

40

0 10 20 30 40

Daily reach

Monthlyreach

Total access

1998 (may)

1997 (nov)

1996 (nov.)

1995 (nov.)

Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more.

Prosent


The Internet compared to other media

Source: Gallup’s Media Barometer 1996 of May 1997. Average daily reach forall weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage.

Daily reach of electronic media

5

8

11

14

18

20

23

30

35

59

61

6

0% 25% 50% 75%

12. NRK P2 (radio)

11. Internet

10. NRKTO TV

9. NRK Petre (radio)

8. TV3

7. TV2s Text-TV

6. TvNorge

5. P4 (radio)

4. NRK Text-TV

3. NRK P1 (radio)

2. TV2

1. NRK1 TV


The use of Electronic Newspapers in Norway

29000

67000

174000178000

105000

411000

0

100 000

200 000

300 000

400 000

500 000

Daily Weekly

Nu

mb

er o

f p

erso

ns

Weeks 33-41 1996 Weeks 8-14 1997 May 1998

Source: 6148 interviews during weeks 33-41 1996, 3907 interviews during weeks 8-14 1997 and 3447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.


Gallup’s WEB Topp:Weekly reach of the electronic titles

4

11

15

21

40

50

73

81

118

152

175

221

341

22

0 100 200 300 400

14. Fædrelandsvennen

13. Adresseavisen

12. Stavanger Aft.

11. Bergensavisen

10. Bergens Tidende

9. Yellow Pages

8. Digi.no

7. NRK.no

6. TV2.no

5. Aftenposten

4. Dagbladet

3. Nettavisen

2. VG

1. SOL

Source: Approximately 10000 interviews from first quater of 1998 from Consumer & Media. 36,334 persons equal 1%.


Daily reach of the largest online editions

9000

17000 1700022000

29000

440004400049000

69000

47000

84000

113000

0

25000

50000

75000

100000

125000

150000

Aftenposten Dagbladet VG

Number of persons

1996 1997 1.Q. 1998 May 1998

Source: 6148 interviews during weeks 33-41 1996, 3907 interviews during weeks 8-14 1997,approximately 10000 interviews from first quater of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.


24

13

17

18

18

10

51

49

2

7

15

26

36

15

21

79

0% 25% 50% 75% 100%

60+

Aged 50-59 years

Aged 40-59 years

Aged 30-39 years

Aged 20-29 years

Aged 13-19 years

Female

Male

VG.no

Population

Who are the weekly readers of VG.no? (1)

Source: Consumer & Media 98/1.


30

15

19

18

28

41

31

53

13

14

7

49

34

15

0% 25% 50% 75% 100%

400+

300-399

180-299

Under 180

Higher education

Secondary education

Primary education VG.no

Population

Who are the weekly readers of VG.no? (2)



The Gallup Compass for VG.no (3)



The surfers are attractive consumers

2518

42

13

-25

0

25

50Books Computing Entertainment

Music(CD/cassettes)

Annual consumption more than NKr 5.000; books, computing, entertainment and music amongst those visiting VG.no during one week. The possibility of finding a consumers spending more than NKr 5 000 is 42% greater amongst the weekly visitors of VG.no compared to the rest of the population.



Double coverage

77.000 visited VG.no during one week between August 1996 and July 1997 while the standard printed edition had an average of 1.384.000 readers.

44.000 of those visiting VG.no during one week read one printed edition as well.

On average 57% of the weekly readers of VG.no read an additional printed edition.

57

43



Advertising on the Internet in Norway 1996 -1999

5

40

100

250

0

50

100

150

200

250

1996 1997 1998 1999

Mill

ion

NO

K

Source: Carat Inter-Media AS (http://www.carat.no/trender/)


Advertising turnover 1997 in Norway

TV

Newspapers

W. mag.Trade j. Radio

Billboards/PostersCinema

Source: Carat Inter-Media AS (http://www.carat.no/trender/)

Internet


Political implications and future perspectives

Last year we reported the initiative of Norwegian Newspapers to establish standard measurements and the acknowledgement that we need international standards in this marked.

This February a broadly composed group was established in order to develop a joint system for measurements.

A brief summary would describe the situation as follows: There is an agreement to co-operation between the parts involved. The co-operation should preferably include electronic measurement and

possibly one interview based measuring system as well as agreement on standard definitions.

The present challenges are of a technical rather than of a political sort.

What is the situation in your country?

Hege:

NB: Teksten pånotatsiden er for lang

Hege:

NB: Teksten pånotatsiden er for lang


Thank you!

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