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The Internet in Norway Methods The market Electronic newspapers

The Internet in Norway Methods The market Electronic newspapers EMRO meeting 1997, Spain 11 June 1997 . Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association http://www.nal.no Knut-Arne Futsæter, Norsk Gallup Institutt A/S http://www.gallup.no. Introduction.

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The Internet in Norway Methods The market Electronic newspapers

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  1. The Internet in Norway Methods The market Electronic newspapers EMRO meeting 1997, Spain 11 June 1997. Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association http://www.nal.no Knut-Arne Futsæter, Norsk Gallup Institutt A/S http://www.gallup.no

  2. Introduction • There has been immense media coverage and hoopla about the Internet and the World Wide Web since they became household words in Norway in 1995, and the imminent death of printed media was predicted once again. • I 1996 the Net began to be commercially interesting, and joint circulation measurements were launched. Discussion about the various surveying techniques picked up speed in 1997. • Through this presentation we hope to describe the use of the Internet in Norway: how it competes with traditional media, and, not least, raise a few questions relating to methods.

  3. Sales effect? Comm. effect Attention Reach - ad Reach - medium Circulation Distance between buyer and seller Advertiser Advertising dependent Advertising independent Ad sales rep

  4. Sales effect? Comm. effect Attention Reach - ad Reach - medium Circulation From circulation to sales Sales Market share Knowledge Attitudes Behaviour intention Seen/ read/ heard Remember elements Page traffic Radio/TV: 5 min./seconds Read or looked at... Heard/seen at least 2 minutes Registered presence channel/30 sec. Been at the cinema Used the Internet Circulation Channel distribution radio/TV Internet subscription Circulation

  5. Read - response DM Film Been to the movies Registered on Meter TV Radio Listened drg. inter. W. mag. Read or looked at Read or looked at Newsp. Internet Used - reacted Exposed Compr. Reacted Possibility Influenced Sensory pos. What can be measured? Advertising independent Advertising dependent

  6. Advantages 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). Disadvantages Only relevant for large Web sites and their main pages. Limited level of detail on Internet data - only on media/title level. Interview surveys

  7. Advantages High degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements. Quick and effective reporting. Inexpensive to collect. Disadvantages Rarely know 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. Technical problems such as frames, proxy, caching, refreching etc. that must be solved. Server measurements

  8. Advantages Know the respondent. Demographic and to an extent opportunities for other variables, although limited. Comparable figures. High degree of detail by which single pages, advertisements and click-throughs for advertisements can be measured. Can track surfing patterns. Disadvantages Expensive. 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. Will only measure the most popular sites. Samples are far too small. PC meters

  9. What can measure what? • Server measurements • and PC meters: • PC meter panel • Server measurements Sales effect? Have looked at the advertisement Have looked at the page Have used the electronic service • Interview surveys: • Consumer market • Business market Have used the Internet Have access to the Internet

  10. Interview surveys (1): Gallup’s InterBuss for the consumer market Nationally representative sample of 1,000 private individuals aged 13 and up. Was carried out the first time in the autumn of 1995. Telephone interview (CATI) quarterly (Feb, May, Aug and Nov). We ask over 100 questions, including the following subjects: 1. Access to, use of and purchase plans for PC and Internet 2. Use of a number of services/vendors 3. Attitudes and expectations - services 4. Attitudes and use - pay-services 5. Purchase of goods and services.

  11. Interview surveys (2): Gallup’s InterBusiness for the business community A quarterly survey (Feb, May, Aug and Nov) carried out the first time in November 1996. Daytime telephone interview (CATI) among 600 company heads with five or more employees. We ask about 70 questions, including the following subjects: 1. Access to, use of and purchase plans for PC, Internet and Intranet 2. Use of a number of services/suppliers. 3. Attitudes and expectations - services (eg advertising) 4. Attitudes and use - pay-services 5. Purchase and sales of goods and services

  12. Interview surveys (3): Consumer & Media and Gallup’s InterTrack InterTrack is a continuous reporting of data from Consumer & Media. Measurement of access and use with nationally representative sample of 30,000 private persons aged 13 and more. Reporting via Gallup Pulsar Internet of 2,800 interviews to customers each month. Under an agreement with NAL and other organisations, we also 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.

  13. Questions 1. Access to the Internet Do you have access to the Internet at home, at work, at school or other places? 2. Monthly reach of the Internet Excluding 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 in 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 in the last 30 days). How many of the last seven days have you visited .....(name of title) on the Internet? 5. Daily reach of electronic titles: (Have read at least one day in question 4.) Did you visit ... (name of title) on the Internet yesterday? Questions from August 1997

  14. Use of the Internet in Norway (1): Access to the Internet Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media

  15. Use of the Internet in Norway (2): Monthly and daily reach Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media

  16. Who uses the Internet? Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media among people who have used the Internet in the last 30 days.

  17. Gallup’s Compass

  18. Which services are used the most? Norwegian Net newspapers are among the most popular services. Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 days.

  19. Why do we surf? Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 dayse.

  20. Gallup’s InterBusiness 32% of Norwegian companies with five or more employees have Internet access (November 1996: 25%). 37% have e-mail, and 9% Intranet. 14% have their own homepage. 12% have advertised, and 19% plan to advertise on the Internet.

  21. Use of electronic newspapers in Norway Approx. 70 of the country's 150 newspapers have their own homepage on the Internet. Newspaper homepages are among the most visited sites on the Net. From being pure copies of the printed editions, most online editions today have their own design and editorial content.

  22. The Internet compared to other media Daily reach of electronic media Source: Gallup’s Media Barometer 1996 of May 1997. Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage.

  23. Number of readers of online editions Source: 6148 interviews during weeks 33-41 1996 and 3907 interviews during weeks 8-14 1997 from Consumer & Media. 36,213 persons equal 1%.

  24. Daily reach of online editions Source: 6,148 interviews during weeks 33-41 1996 and 3,907 interviews during weeks 8-14 1997 from Consumer & Media. 36,213 persons equals 1%.

  25. Who reads online editions? (1): Age and sex Source: Consumer & Media weeks 8-14 1997 with 3,907 interviews. Read Net editions on an average day.

  26. Who reads online editions? (2): Education and household income Hege: NB: Sjekk teksten på notatsiden her, den er for lang selv med liten skrift. Source: Consumer & Media weeks 8-14 1997 with 3,907 interviews. Read Net editions on an average day.

  27. Advertising on the Internet in Norway 1995 - 1998 Source: Internet Kanal1 (http://www.kanal1.no)

  28. Advertising turnover in 1996 in Norway Trade j. Radio W. mag. Billboards/Posters Cinema TV Newspapers Internet Source: Norwegian Advertising Statistics (Norsk Reklamestatestikk).

  29. Political implications • The main goal is to establish standards for measuring "visits" to online editions and readers of online editions which can be accepted by the market on the same level as the circulation and readership of paper editions. • It's important that the measurement standards that are established are not only recognised nationally.

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