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Prezentarea rezultatelor Studiului de Măsurare a Traficului și Audienței Internet de către BATI
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Catalin EmilianGemius
Chisinau, 03.09.2012
Moldovan Internet Landscape
First audience data
Different types of data combined:•Traffic data•Panel data•Establishment study
Mobile apps
Hybrid approach to internet measurement
Gemius was the first research company to successfully operate a hybrid methodology and is the true pioneers of this approach
Concept of hybrid measurement was presented by Gemius on ESOMAR conference Wordwide Audience Measurement in Los
Angeles, USA 2003
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,
JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova.
De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia
Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
Gemius as the currency in online measurement
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Methodology
• Hard data about the ALL traffic• 100% reliable data
Site-centric audit
• Source of socio-demo data
Cookie panel
• Provided on quarterly basis• Describes Internet audience
gemiusAudience RESULTS
• Population data
EstablishmentStudy
• Recalculation of cookies into customers
• Data filtering & processing
Data integration
• Hard data about the ALL traffic• 100% reliable data
Site-centric audit
• Source of socio-demo data
Fused panels
• Provided on quarterly basis• Describes Internet audience
gemiusAudience RESULTS
• Population data
EstablishmentStudy
• Recalculation of cookies into customers
• Data filtering & processing
Data integration
• Real data on people
behaviour (not declarative)
• Measures page views, time spent and visits of all users – work and home
• Base for Real Users (real individuals) calculation
• Tracking via scripts embedded into participating websites
Mobile apps
Site-centric audit
Behavioural representativeness: •Real users•Page views •Time spent •Visits
• Hard data about the ALL traffic• 100% reliable data
Site-centric audit
• Source of socio-demo data
Cookie panel
• Provided on quarterly basis• Describes Internet audience
gemiusAudience RESULTS
• Population data
EstablishmentStudy
• Recalculation of cookies into customers
• Data filtering & processing
Data integration
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Cookie Panel• Recruited online• 2839 members• Monitoring through site-centric scripts and cookies• Monitoring of panelists’ behavior on websites with
site-centric scripts
Socio-demographical representativeness:•Age•Gender•Education
Mobile apps
Panel representativeness
Behavioural representativeness: •Real users•Page views •Time spent •Visits
Panel calibration with usage of RIM weighting
• Hard data about the ALL traffic• 100% reliable data
Site-centric audit
• Source of socio-demo data
Fused panels
• Provided on quarterly basis• Describes Internet audience
gemiusAudience RESULTS
• Population data
EstablishmentStudy
• Recalculation of cookies into customers
• Data filtering & processing
Data integration
• Offline study about Internet population:• Number of internet users• Gender, Age, Education etc
• Base for Real Users (real individuals) calculation
• Used for calibrating (weighting) the Panel
Establishment study
• Hard data about the ALL traffic• 100% reliable data
Site-centric audit
• Source of socio-demo data
Cookie panel
• Provided on quarterly basis• Describes Internet audience
gemiusAudience RESULTS
• Population data
EstablishmentStudy
• Recalculation of cookies into customers
• Data filtering & processing
Data integration
• Study rules• Procedures • Data filtering• Real User alghoritm• Panels calibration• Media trees
Data integration
• Provided on quarterly basis
• Analytical application
Study results
Test results: http://netmonitor.gem.pl/gA_Moldova/gA_2012_07_Moldova_all.gem
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Moldovan internet
50,5%Internet penetration
1 502 637Internet Users
1,3 mln EUROnline AdSpends 2011
≈ 1 EUROnline Adspends per Internet User
Source Online Adspends 2011 Zenith Optimedia
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Moldovan Internet market among other
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Moldovan Internet market among other
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Moldovan Internet – main characteristics
1 502 637 internet users
1054 page views per internet user
24 h 28 minutes spent by one internet user per month
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – main characteristics
54% of Moldovan online audience are men, 46% - women
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – main characteristics
Only 47 % of page views are made by men; women browse more
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – main characteristics
Men spend significantly less time online than women
29:32
20:06
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – main characteristics
Age group 20-29 is most represented on the internet
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – second youngest population in CEE
Share of people in the age group 15-34
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Moldovan Internet – main characteristics
Among education groups higher education group is most present online, however online activity decreasing with education
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Moldovan Internet – high share of best educated users
Share of people with higher education
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Top websites in Moldova
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Manliest websites – examples from top 50
drive.md Reach: 5,98%Men: 75,72%Page views by men: 82,22%Time spent by men: 92,73%
forum.md Reach: 8,31%Men: 73,68%Page views by men: 91,31%Time spent by men: 93,41%
piataauto.md Reach:1,70%Men: 69,45%Page views by men: 79,82%Time spent by men: 79,69%
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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Websites for women – top 3 on audience composition
perfecte.md Reach: 7.41%Women: 69.16%Page views by women: 64,41%Time spent by women: 76.12%
meteo2.md Reach: 34,57%Women: 48,87%Page views by women: 64,41%Time spent by women: 64,82%
Allfun.md Reach: 34,57%Women: 48,87%Page views by women: 64,41%Time spent by women: 64,82%
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
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For more information explore the data
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
THANK YOU
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Contact:
Catalin EmilianCountry Manager Romania & [email protected]
