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The Internet in Norway Methods, The market, Electronic newspapers: A second update

The Internet in Norway Methods, The market, Electronic newspapers: A second update http://www.gallup.no/menu/media EMRO meeting 18 May 1999, Voss, Norway Helge Holbæk-Hansen, Norwegian Newspaper Publishers’ Association: helge.holbaek@nal.no

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The Internet in Norway Methods, The market, Electronic newspapers: A second update

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  1. The Internet in Norway Methods, The market, Electronic newspapers:A second update http://www.gallup.no/menu/media EMRO meeting 18 May1999, Voss, Norway Helge Holbæk-Hansen, Norwegian Newspaper Publishers’ Association: helge.holbaek@nal.no Knut-Arne Futsæter, Norsk Gallup Institutt A/S: knutarne@gallup.no

  2. Introduction 1. The WebMeasure system 2. Web interviewing by Pop-up surveys 3. Consumer & Media and Gallup’s Web Topp 4. Does the online edition cannibalize the printed edition?

  3. How can the measurement challenges be solved Sales effect? Pop-up surveys: standardized concepts such as Gallup Sitetest Have looked at the advertisement WebMeasure Have looked at the page Interview surveys: Gallup’s InterBusiness Gallup’s InterBuss Gallups InterTrack Gallup’s Web Topp Have used the electronic service Have used the Internet Have access to the Internet See Internet in Norway EMRO 1997 and 1998

  4. User User User User User User User User PC Proxy RAM Fire- Cache Server Cache Wall Server Gallup Nexus (log file) 1. The WebMeasure system http://www.imrworldwide.com/ BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998

  5. Experience with WebMeasure in Norway • A critical test period which might end by WebMeasure becoming standard for measuring traffic on the websites. • Norsk Gallup Institutt has installed WebMeasure at our home page gallup.no and on several large external sites. • The installation and reporting of the data has gone smoothly, with the exception of Java-applet. As it turns out, it takes an unduly amount of time for some users to open the page because of Java-applet.

  6. On-line reporting:Data for an electronic newspaper in Norway Summary Number of visits per hour Top 10 sections by exposures Average visit duration in seconds

  7. 2. Web interviewing by Pop-up surveys

  8. Quality and response rate on Pop-up surveys • As many as 2 out of 3 Internet users state it to be unlikely for them to answer Pop-up surveys on the Internet! • Only 30% were willing to fill out even very short and simple questionnaires! • 7% of the respondents stated that they have given incorrect information when filling out Pop-up surveys. Percentage 397 interviews among those who have used Internet at least once the last month.

  9. WHY such a low response rate? • Different culture among the surfers • “Difficult” audience on the net: Younger, modern oriented etc. • Poor questionnaire design • Technical problems due to downloading time, different browsers, different and illegible computer screen pictures. • The length of the questionnaires • Lack of incentives • Problems due to anonymity

  10. Low response rate and self selection WHO answers Pop-up surveys? • A research project with NRK and Norsk Regnesentral. • 20.000 interviews by CATI about satisfaction and attitudes towards NRK Interaktiv. • The CATI interviews will in their turn be analysed in connection with a Pop-Up survey on NRK.no.

  11. 3. Consumer & Media and Gallup’s Web Topp • Gallup‘s Web Topp • 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, Gallup PC and published on Gallup’s homepage. • For the time being, the Web Topp acts as the only “official” survey for Norwegian websites, but can be supplied by WebMeasure within the year. Source: EMRO paper from 1997 under the same title. http://www.gallup.no

  12. The development of Internet in Norway Total access to Internet 1.quarter of 1999, 46% were connected to Internet, compared to 13% in November 1995. Monthly reach 33% have logged onto the Internet in the course of the last 30 days. Daily reach The Internet has an average daily reach of 10%. Percentage Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more.

  13. The Internet compared to other electronic media Daily reach of electronic media Percentage Source: Gallup’s Media Barometer 1998. Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage.

  14. 4. Are the electronic editions cannibalizing the print: Daily reach of the electronic titles Number of persons in thousands Source: Approximately 10000 interviews from first quarter of 1999 from Consumer & Media. 36,484 persons equal 1%.

  15. Daily reach of the largest online editions Source: 6148 interviews during weeks 33-41 1996, 3907 interviews during weeks 8-14 1997, approximately 10000 interviews from first quarter of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.

  16. Who are the readers of VG and VG.no? Indexes Print daily VG.no daily Index’s the average is 100. There is a 79% greater possibility to reach someone who reads VG.no among those who are between 20-39 years compared to the rest of the population. Source: Consumer & Media 99/1

  17. Daily: Separate and double reach for VG and VG.no • 55% of those who visit VG.no also read at least one copy of the printed edition, versus 36,7% for the total population. • Consequently, there is a strong positive connection between reading of the printed and online edition. Only VG 1.281.000 Both 59.000 Only VG.no 48.000 Source: Consumer & Media 99/1

  18. Development in separate and double reach for VG Daily number of readers • The number of people who only read the online edition daily increased from 9.000 in 1996/1997 to 48.000 in 1998. This means an increase of 39.000 readers or more than 500%. • The number of people who read both editions increased from 13.000 to 59.000. This means an increase of 46.000 readers or more than 400%. • The number of people who only read the printed edition declined from 1.371.000 to 1.281.000. This means a decline of 90.000 readers or 6,6%. • A total of 1.388.000 people either read the printed edition or the online edition. This is a decline of 5.000 or 0,4%. Source: Consumer & Media

  19. The Gallup Compass for VG and VG.no Print only Both Online edition only

  20. Yes, I’ll have both please!

  21. Future perspectives New methodical challenges • More methods of various quality will be used. • Demand for quicker answers from the researchers • Different methods depending on what we want to answer

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