Knut-Arne Futsæter TNS Norsk Gallup gallup.no/menu/media

1. Call for development of multiple methods in Internet research EMRO meeting 10th June 2001, Locarno, Switzerland Knut-Arne Futsæter TNS Norsk Gallup http://www.gallup.no/menu/media

2. Access and use of the Internet in Norway • Total access: 66% • 1.quarter of 2001, 66% were connected to Internet, compared to 13% in 1995. • Monthly reach: 55% • 55% have logged onto the Internet in the course of the last 30 days. • Daily reach: 32% • The Internet had in the first quarter an average daily reach of 32%. Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more.

3. Common currency for Internet measurement • 1995-2001: WebToppen (CATI) • 1998: A work group was appointed • 1999: The group was disbanded • 2000: ACNielsen, MMXI and NetValue launched PC panels • 2001: • Three at-home PC-meter panels • WebToppen is still accepted as the official currency • WebMeasure will replace WebToppen this autumn • Future: New challenges of a technological and methodological nature

4. Strengths We know the respondent, and have demographic and psychographic data. Comparable data with other media. Connection to market information (Consumer & Media’s target group information). Weaknesses Only relevant for large Web sites, and only on media/title level. Interview surveys require that the interview object (IO) recalls. Telescoping may entail that you believe you visited the web site earlier than you actually did. Small, less known web sites will, relatively speaking, lose out to bigger, more familiar web sites. The challenges of measuring small media are not specific to the Internet, but a familiar problem to all media and market surveys. Interview surveys

5. Strengths High degree of detail whereby one can measure single pages, advertise-ments and click-throughs for advertisements. Quick and effective reporting. Inexpensive collection. Weaknesses No knowledge of the respondent. Does not register the number of different users. For the time being there is no third part’s independent validation and calculation method, and consequently no comparable figures. SERIOUS technical problems such as search engines, cookies, frames, proxy, caching, refreching etc. Server measurements

6. The Browser measurement WebMeasure • Compared with server measurements, WebMeasure also measures cachede pages. WebMeasure Installation and data sampling • A unique Java/CGI 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. • Data are sampled from each browser, i.e. not from the server, and WebMeasure is cached along with a WEB page. Only those accesses that have been downloaded completely from a WEB browser are counted. • Correction for cookies.

7. Strengths A third-party, independent measuring system Account all cached pages It differentiates between “successful” and “unsuccessful” reception. It is a total measurement. Does not measure search robots. All visits, even those from abroad. A number of key variables, at monthly, weekly, daily and hourly level. Online reporting with updates 4-5 times per day. Weaknesses Measures only pages that have properly installed the WM tag/script. Unique Visitors can be affected by the following: A few people delete cookies within the reporting period. Change of browser. Change of user profile (password and user name). In theory, Unique Visitors can give excessively high figures, BUT very many would have to do so in order to affect significant changes. Consequently, this is mostly an insignificant problem. WebMeasure

8. How are Unique Visitors defined in WebMeasure? • A theoretically optimum measurement would require that all Web users are equipped with a unique personal code directly linked to the web sites each time they visit a page, regardless of which technological platform the users employ. • A Unique Visitor is defined as one or more page visits, but if the user is inactive for more than 30 minutes, the visit is not included in the tally. • Unique Visitors are NOT the same as number of unique persons, but the number that comes closest to the traditional media-measured net coverage when making an overall assessment of both large and small web sites

9. Among those with Internet access at home, 24% replied that only one person uses the PC, 38% said two people use it, 17% said three people, 15% said four and 6% said five or more people. Overall, we have estimated that every PC is used by more than one person, though it varies from place to place. Use of the Internet in Norway (1): Access to the Internet Number of persons per PC Source: 1,400 CATI interviews April 2001. 9

10. Eighty-one per cent of those with Internet access from their home have a unique identification (ID), being that they use a distinct password and user name. Sixty-one per cent have their own PC, which is used by no one else. Estimates show that there are approx. 1.1 persons behind every unique ID. Overall, we have figured that there are between one and two people behind every unique ID, although this, too, varies from place to place. Use of the Internet in Norway (1): Access to the Internet Unique identification and own PC Source: 1,400 CATI interviews April 2001. 10

11. Access to the Internet by location 22,9% Only at work 8,2% Only at home 22,8% 1,5% 0,5% 6,9% Only other places 3,7% Source: Gallup’s InterTrack for 1. Quarter 2001. 10,000 interviews from Consumer & Media

12. Weekly reach in thousands fromWebMeasure andWebToppen

13. Daily reach in thousands fromWebMeasure andWebToppen

14. Why does WebToppen give higher ratingsthan WebMeasure? Unique Visitors are not unique individuals (net coverage) • If two or more people are watching the screen (monitor) at the same time, it is measured only as one unique Visitor. • If two or more people use the same PC with exactly the same user profile (user name and password), it is counted only as one unique Visitor. • If one and the same person visits the same web site from two different platforms, for example from both home and work, it is counted as two unique Visitors. More than one unique individual behind every unique Visitor • There may be between one and two unique individuals behind every unique Visitor. WebToppen gives 50-80% higher ratings than WebMeasure • Most web sites in WebMeasure are given a rating of 60-80% of the rating given when measured in WebToppen. For most web sites, WebMeasure measures 50-70% of the daily coverage in WebToppen.

15. Strengths 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. Weaknesses Panels are vulnerable to fast changes in the universe; a characteristic of the Internet! Only the large Web sites can be measured. Samples being far too small. Only possible in the home market, because access to workplaces is doubtful. Can and will never measure all technological platforms such as WAP, PDA, UMTS etc. At-home PC meters

16. NetValue as a convergence panel Consumer & Media TNS TV-meter NetValue

17. NetValuemeasure ALL Internet use • NetValue measure ALL use of the Internet, applications , E-mail, FTP, audio, video, chat and instant messaging. • We see, among other things, that Norwegians use audio and video more often than people in other countries. http://www.netvalue.com

18. However, the at-home panel does not measure all users. Gallup’s InterTrack survey from the first quarter of 2001 shows that 55% have access to the Internet at home, 30% at work, 10% at school and 1% elsewhere. Use of the Internet in Norway (1): Access to the Internet Internet access because of location:66% have access to the Internet 18 Source: Gallup’s InterTrack for 1. Quarter 2001. 10,000 interviews from Consumer & Media

19. Use of the Internet from hour to hour Precentage 51 min 68 min 64 min Base: Have used Internet during the last 30 days. Source : Gallups InterBuss.

20. A typical news site measured by WebMeasure Source : WebMeasure

21. Only 26% have downloaded software from the Internet onto the PC they use at work. Only 20% say they would consider downloading and installing a PC-meter. Only 41% of companies allow employees to download software onto their PCs. Both employees and employers are very sceptical toward downloading and installing software such PC metres onto an employee’s PC. There is also a systematic disparity among companies in which it is possible to download and install such software. Use of the Internet in Norway (1): Access to the Internet At-work panels? Source: 1,400 CATI interviews April 2001 and 600 interviews from Gallup InterBusines 1.Quarter 2001.. 21

22. Monthly reach in thousands in April from NetValueand WebMeasure

23. Use of the Internet in Norway (1): Access to the Internet BUT: Different at-home PC meters also give different figures! Source: http://www.sol.no/annonse/ACNielsen_Netratings/Topp_10_domener_mars.ppt http://www Netvalue.com, http://wwwno.jupitermmxi.com/ 23

24. New technology poses new methodological challenges Stationed PC Portable PC PDA Content provider WAP UMTS iTV Other units Radio streaming

25. Gallups Internet measurements in 2001 Consumer & Media PPM TV-meter NetValue WebMeasure Gallups ConvergenceBuss: Media, mobile, interactive TV etc.

26. Future perspectives Use of multiple methods • Server measurements: • Internal use for monitoring web site transmissions • Internet panels: • How the Internet is used at home • Traditional questionnaire surveys: • Who the users are • Browser surveys: • How many have visited the web sites • A set of tailor-made e-mail and pop-up concepts, and customer-specific broadband panels are just around the corner. • Different methods and figures!