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The AIMmonitor project sets the standard for online audience measurement in Slovakia
2007-04-20
Gemius and Mediaresearch have published the first AIMmonitor data about the Slovak Internet audience and the socio-demographic profile of its users.
The project is executed for the Slovak Joint Industry Committee - Association of Internet Media (AIM). The published data cover the period from the 1st to 31st January, 2007. January is also the first month with official results brought to the market after a successful testing period. The agreement on the AIMmonitor project was signed on the 6th of December 2006.
Range and usage of the data
Online audience measurement provides not only data about traffic on the participating web sites, but also detailed demographics of Internet users. Those figures are used by the AIM members as well as offered to media houses and advertising agencies. An analogous project conducted by Gemius and Mediaresearch in the Czech Republic (under the name NetMonitor) serves as independent audit of Internet audience and enables more precise and effective online media planning and buying.
Rising interest in servers which are yet not included in the research is expected in the following months. The intention to join AIMmonitor is motivated by a possibility to compare publishers’ results with competition according to unified rules. Those standards were agreed by AIM members, including the biggest players on the market, and will lead to a further rise in the quality of information about the Slovak Internet. AIM, Gemius and Mediareserach are convinced that the project will provide strong impuls to the Slovak online advertising market and will help its development.
The first AIMmonitor data summary results
In January 1 602 221 real users from Slovakia (RU) visited at least once any of the measured servers according to the AIMmonitor first official results. It is approximately 92 % of all Slovak real users (total Internet users population amounts to 1 761 110) which visited the Internet at least once in January. The total number of visits in January accounts for 70 905 764, whereas the total number of page views equals 886 298 304. In the month of the study Slovakian Internet user have made on average over 548 page views and has spent nearly 9 hours 45 minutes surfing on the Web, performing on average almost 44 visits a month.
The AIMmonitor research includes people at the age of 14-79 years. The total group composed of people at this age in Slovakia encompasses 4 417 000 people. If the number of people (real users) who visited the Internet at least once in January is 1 761 111 then it represents 39.9 % of all people from this age category. The table below presents the percentage share of the users within certain age groups.
The AIMmonitor data shows that the Slovak Internet is visited slightly more often by women than by men (50.28%).As far as the the level of education is concerned, most Slovak users have completed high school education - “maturita” (42.23 %). Users with university degree represent 15.6%. Considering the geographic location of users, the region of Bratislava has the biggest share of Internet users amounting to 15.64%, whereas the lowest share of 9.15% belongs to the region of Trnava. Visitors from the latter surprisingly spend most time on the Internet averaging in more than 11 hours a month. People from cities over 100,000 inhabitants spend the least time on the Internet (8.49 hours) and at the same time they are registered for the shortest page view duration. On the charts below there there can be found data on the place from which users connect to the Internet and frequency of Internet usage basing on the data from AIMmonitor in January 2007.Mediaresearch in cooperation with Gemius SA provides monitoring of Internet servers attendance and survey on socio-demographic structure of Internet audience in Slovakia and the Czech Republic. The company developed the methodology of TV audience monitoring that has been implemented on the Czech market since 2002.
The Association of Internet Media (AIM) was established in May 2005 to promote greater awareness of the Internet in Slovakia and its possible uses for advertising. The AIM currently has 13 members - Atlas.sk, Azet.sk, Centrum.sk, Computerpress.sk, eTrend.sk, Expres.sk, Jobagent.sk. Markiza.sk, Point Network, Pravda.sk, Profesia.sk, Sme online and Zoznam.sk.
Download a complete version of the press release in a Word file
Press contact
Tomas Gregor, Gemius Slovakia
s.r.o.: tomas.gregor@gemius.com