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The Internet in Norway Methods, The market, Electronic newspapers: An update

The Internet in Norway Methods, 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.no

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The Internet in Norway Methods, The market, Electronic newspapers: An update

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  1. The Internet in Norway Methods, The market, Electronic newspapers:An update http://www.gallup.no/media/ EMRO meeting 16 June1998, Madeira, Portugal 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 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.

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

  4. 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

  5. Advantages Knowledge 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. 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. Only the most popular sites will be measure the most popular sites. Samples being far too small. PC meters

  6. Advantages High degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements. Quick and effective reporting. Inexpensive collection. Disadvantages Poor 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. Server measurements

  7. User User User User User User User User PC Proxy RAM Fire- Cache Server Cache Wall No Counting Server (log file) How undercounting occurs

  8. 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

  9. { Ad exposure www.gallup.no Page exposure Site visit www.gallup.no\Internet\ www.gallup.no\Internet\intertrack\ Central variables:Site visit, page exposure and ad exposure

  10. 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.

  11. User User User User User User User User PC Proxy RAM Fire- Cache Server Cache Wall Server Gallup Nexus (log file) How WebMeasure works BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998

  12. 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.

  13. 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

  14. Web interviewing by Pop-Up Surveys See part 2 (Internet Data Collection Methods) in The Worldwide Internet Seminar arranged by ESOMAR in Paris 1998.

  15. On-line reporting http://www.sofresimr.com/samples/demo-module-demo.html

  16. How will the measurement challenge be solved Sales effect? WebMeasure Have looked at the advertisement 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

  17. 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

  18. 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 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

  19. 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 reach 26% have logged onto the Internet in the course of the last 30 days. Daily reach The Internet has an average daily reach of 10%. Prosent Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more.

  20. 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.

  21. The use of Electronic Newspapers in Norway 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%.

  22. Gallup’s WEB Topp:Weekly reach of the electronic titles Source: Approximately 10000 interviews from first quater of 1998 from Consumer & Media. 36,334 persons equal 1%.

  23. 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 quater of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.

  24. Who are the weekly readers of VG.no? (1) Source: Consumer & Media 98/1.

  25. Who are the weekly readers of VG.no? (2) Source: Consumer & Media 98/1.

  26. The Gallup Compass for VG.no (3) Source: Consumer & Media 98/1.

  27. The surfers are attractive consumers 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. Source: Consumer & Media 98/1.

  28. 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. Source: Consumer & Media 98/1.

  29. Advertising on the Internet in Norway 1996 -1999 Source: Carat Inter-Media AS (http://www.carat.no/trender/)

  30. Advertising turnover 1997 in Norway Trade j. Radio W. mag. Billboards/Posters Cinema TV Internet Newspapers Source: Carat Inter-Media AS (http://www.carat.no/trender/)

  31. Political implications and future perspectives Hege: NB: Teksten pånotatsiden er for lang • 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?

  32. Thank you!

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