Go to our global site (EN/PL)
gemiusAudience research - March results reseased for Estonia
2006-05-24
Diversity in online behavior of different age groups in Estonia
It is proved by the latest release of the gemiusAudience research data that as spring comes, Estonians tend to spend more and more time online visiting web sites.
Looking at the results for the first three months of 2006 we can see now, after the winter downfall, a significant increase in the total number of page views generated by Internet users as well as in the time spent online. From 771.2 million page views in February the results went up to 846.5 million, which also effected in two additional hours per person spent browsing the web.
Current data from March shows several valuable trends reflecting the difference in interests of Internet users based on their age. The biggest segment of the Estonian online population represents people aged 25-34 (29.25%), following by "under 25" group (28.45%) and 35-45 group (22.05%). However, the youngest visitors remain to be the most active audience, performing 45.59% of all page views and spending online 4 hours 20 minutes more than the average Estonian!
The most popular web-sites among different age groups vary significantly. Internet users less than 25 years old usually browse pages of hiphop.ee (72.66% page views), rate.ee (55.73%) and hinnavaatlus.ee (51.63%). This is not a surprise - music, computers and interpersonal communication stay the most important topics to be explored online by young people.
Finally, if we want to reach the audience aged 55+, we will have to look for them at ekspress.ee (31.77%), ehitusportaal.ee (31.11%) or epl.ee (30.02%), where their biggest concentration is observed by the gemiusAudience research study.Although generally the Internet users' preferences have not changed much with respect to the top-visited web sites, due to comprehensive research capabilities of gemiusAudience, it is possible to track how this popularity evolves based on online interests of every age group defined. For example, the results demonstrate that site rate.ee constantly generates the biggest number of page views on the Estonian Internet. If we look at the average number of sessions per user for this site, we will see that the youngest segment of users (under 25) have visited rate.ee in March as often as 40 times a month, more than once per day!
The top-5 web sites by the biggest average number of sessions per user during the month detect rather uneven distribution of sessions based on the breakdown by visitors' age.
According to the foregoing graph, the popularity of portals such as delfi.ee and everyday.ee increases as the users get older, while the opposite trend applies for rate.ee. Also it reveals a peak of interest towards the "maternity and childhood oriented" web site perekool.ee for the age group of 35-44 - an average of 19 sessions per user per month. Most likely it is connected with the fact that people at this age plan to have or already have little kids - an interesting trend for the Estonian Internet population, especially considering the "real" maturity of this age category.
gemiusAudience Estonia - the data for Neti.ee is not included in the research results as the owners of the web site decided not to participate in the measurement of Estonian Internet.
gemiusAudience is based on a unique methodology - a site-centric panel - recognized as a standard of research throughout Europe. The site-centric panel integrates the following research components: the pop-up questionnaires and site-centric measurement. Additionally, socio-demographic data from online questionnaires is weighted to the Estonian Internet users' population through the use of data provided by TURU-UURINGUTE AS. As a result of the methodology implementation, the gemiusAudience research study provides comprehensive and representative research with special regards to traffic usage measurement and audience demographic profiles.
Download a complete version of the press release in a Word file
Press contact
International Operations Department - contact@gemius.com