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gemiusAudience - a deep insight into the Estonian online market!
2006-03-27
A typical Internet user in Estonia is 15-to 24-year-old. He spends monthly 18 hours and 54 minutes on average and his favorite website is delfi.ee. So comprehensive data were provided with the first results of a holistic Internet audience' research on the Estonian market - gemiusAudience.
gemiusAudience research is an new approach for the more relevant methods of the Internet measurement on the Estonian growing market. A main purpose of the research, conducted by Gemius (an leader and precursor of the Internet's measurement in Central-Eastern Europe), is to estimate the website's usage as well as the number and current socio-demographic profiles of the Internet users. The research's results enable the comparison between the websites and finally provide their advertising potential's evaluation with help of the precisely defined indicators. "We strongly believe - says International Brand Manager Filip Pieczyński from Gemius - that gemiusAudience research is a huge step ahead on a way of the Estonian Internet market's standardization, needed especially at the time of growth and development".
The Internet's popularity - gemiusAudience finds - spreads around Estonia as the number of Internet users increases constantly. In November 2005 the number of the Internet users accounted for 613 143. Who they are? According to gemiusAudience research, every second Estonian who use the net was logging from one of three the biggest cities - Tallin, Tartu and Parnu. A gender balance narrowly shifted towards woman as 54% of online population were females. Estonian women were also more active than men - they made on average more page views and spent more hours online. As in other countries, the young people were the most significant sub-group among all the Internet users. People ages of 15 and 24 made up 30% of the total Estonian Internet users and those ages between 25 and 24 - 25%. Most Internet users in Estonia - as a research finally reveals - declared a medium monthly income and 1/4 of them had a higher education degree (25%).
The results of gemiusAudience research not only introduce a whole Estonian Internet in-depth, but also make up an exceptional source of practical knowledge for an advertising market. A lot of different indicators helps to compare a websites' popularity and assess their advertising potential. Beyond the indicators informing about websites' usage, like a number of the Internet users and a number of page views, gemiusAudience provides another one - time spent on a given website, a number of visits and duplicated and unduplicated reach. "Complex information about socio-demographic profile and online behavioral pattern of the Internet users are necessary for realization an effective advertising's campaign - Filip Pieczyński from Gemius explains. - Precision and complexity of gemiusAudience offers something more - it results in trust to the Internet and growth of advertising campaigns".
The research is also of consequence for websites' owners who can estimate a position of their site in comparison to the related or competitive ones and adjust it to changeable visitors' preferences. According to gemiusAudience research, ten the most popular websites in Estonia were visited by 98,80% the Internet users. Among the first three websites in the November ranking by a number of the Internet users were delfi.ee, rate.ee and pilt.ee. Simultaneously it is worth mentioning that a number of the Internet users does not determine an intensity of the Internet's using. Taking into account a number of page views, the first position reached rate.ee, ahead its rivals - delfi.ee and pilt.ee - irrevocably. Finally, an audience behavior differs by socio-demographic characters - gender, age and occupation. For example the most popular website in the female users' group is buduaar.ee. At the same time men turned to hinnavaalus.pl.
gemiusAudience bases on an unique methodology - a site-centric panel - recognized as a standard of research in Poland. The site-centric panel integrates the following research components: the pop-up questionnaires and site-centric measurement. Additionally,socio-demographic data from online questionnaires are weighted to the Estonian Internet users' population through the results provided by TURU-UURINGUTE AS. As a consequence of the methodology's implementation, the gemiusAudience research study provides the comprehensive and representative data with special regard to traffic usage's measurement and audience demographic profiles.
Gemius Audience Estonia - in the results of the research Neti.ee is not included as the owners of the website decided not to participate in the measurement of the Estonian Internet.
Gemius Baltic - Gemius Baltic is a part of the largest online research agency providing its services on Central and Eastern European markets - Gemius SA. The Gemius group has been conducting online research since 1999. Gemius Baltic provides professional research, analytical and advisory services to all brand name clients of online market. We offer a wide range of complex researches, providing data on: Internet users' behavior (gemiusTraffic), Internet audience profiles (gemiusProfile) or online advertising campaign effectiveness (gemiusEffect). In-depth, elaborated reports and analysis, prepared by Gemius, provide accurate, high-quality knowledge about internet market. Our Clients' and Partners' portfolio includes Lithuanian and international companies. Gemius Baltic, in cooperation with Delfi an Adnet.lt conducts gemiusAudience research - a standard for audience measurement of biggest Lithuanian web sites. gemiusAudience is a Reach/Frequency audience measurement type of research and it consists in creating and maintaining a panel of Lithuanian internet users research together with a 'site-centric' type of research.
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