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gemiusAudience - a deep insight into online audience behaviour in Croatia
2007-06-04
The latest analysis based on gemiusAudience results, provided by Gemius and their local partner Valicon, reveals that there were over 954 thousand Internet users in Croatia in April 2007. Many of them are young and active, treating the Internet as a perfect source of news and information about films and music.
The reach of the project is 66.52% and the data is generated for 70 Croatian web sites. According to Gemius' latest analysis based on the gemiusAudience results from April 2007 the average user spent 5 hours 34 minutes and 21 seconds on the Internet and viewed 272 pages from the researched web sites. Contrary to the popular belief that the Internet is a very masculine medium, the percentage of women (47.98% of all Internet users) using the Internet is comparable to the percentage of men (52.02%). However, the latter are more active. Accordingly, they spent almost an hour more on the Web than women and on average viewed 40 pages more. The majority of men work in a private sector (17.48% of the male audience), yet the most dynamic among men are students. Through the whole month they visited on average 393 pages.
Interestingly, the most active group of users are housewives. They spent on average 8 hours 29 minutes and 26 seconds on the Internet in April 2007, which is 2 hours 55 minutes and 5 seconds more than did the average Internet user. Moreover, housewives also visited as many as 402 pages monthly on average. It is also worth mentioning that the majority of women on the Web are still in the course of studies (14.29% of all Internet users).
Generally speaking, the Internet is a medium dominated by young people. Users aged 15-24 constitute 37.06% of audience. They surf the Internet without any difficulties, using search engines and looking for news. However, even though they visited almost 297 pages on average in April, they spent less time on each of them comparing to other age groups on the measured web sites. That is to say, they viewed each page 6 seconds less than the average visitor. It can also be observed that the oldest users (aged over 55) spent on average as much as 6 hours 25 minutes and 39 seconds on the Web. This is almost an hour more than the younger ones. When it comes to the intensity of using Internet basing on the gemiusAudience data, the future results may show some different trends, with the change of the profile of the web sites, which will take part in the project. In other countries where gemiusAudience is a standard with increased measurement of the community sites, blogs and photo galleries, there comes more intensive activity of young Internet users (longer time spent online and more page views generated in those groups).
As far as the occupation of Internet users is concerned, the majority of them work in a private sector (27.30% of all Internet users). Those working in a public sector constitute 17.66% and self-employed make up 3.74% of the audience. Interestingly, the users connect to the Internet rather from home (80.89%), than use it at work (30.17%) or at school (8.37%).
Equally important as usage characteristics are Internet users' interests. They usually look for news on the Web. 65.74% of all Internet users do it on a weekly basis or more frequently. What is more, 85.03% of all Internet users admitted that they are interested or even very interested in the news. This group is also very active – on average they spent over 15 minutes more than typical user on the Web. Besides, Internet users are interested in music and films (73.41%) as well as travelling (59.03%). Furthermore, the differences between women and men are worth mentioning. Men interested in motorization constituted 34.55% of the Internet audience whilst women only 14.21%. At the same time women interested in cosmetics constituted 31.94% and men only 5.47%. Taking into account the audience composition, men prefer web sites devoted to motorization and technology (e.g. auti.hr, bug.hr), whereas women visit rather those concerning health (plivazdravlje.hr) or work (posao.hr).
To sum up, the gemiusAudience research provides extensive knowledge about the Internet users in Croatia. It offers up-to-date information about their age, occupation, incomes, interests and much more. Due to gemiusAudience’s unique features, user-friendliness and, above all, its reliability, it is widely recognized as a standard in online measurement across Central and Eastern Europe. Consequently, media planners and publishers can easily attract the chosen target groups.
Gemius SA is the largest online research agency in Central and Eastern Europe and it provides a wide range of Internet research to brand names clients throughout the region and recently has also started operating in Denmark. The aim of its core research called gemiusAudience is to set the online audience measurement currency in all the countries where the company is present. By working with key joint-industry committees and other market players Gemius provides accurate, high-quality data for media planners, buyers and sellers.
Gemius Adria d.o.o. is Gemius’ subsidiary operating on the markets of Adriatic Sea. The company, established in 2006, sells all Gemius’ products in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia. The data on online audience measurement is already a standard in Croatia and it continues to attract more and more web sites in the neighboring Slovenia as well. The partner of the gemiusAudience project is Valicon, one of the leading marketing consulting and research companies in the region.
Valicon d.o.o. is one of the leading marketing consulting and research companies operating in the region of South Eastern Europe. The company was established in 2007 when two companies, Cati (since 1996) from Slovenia and Prizma Istraživanja (since 2000) from Croatia, joined their businesses. Valicon specializes in small markets, custom made solutions, advanced methodology approaches and in-depth client involvment. The company is Gemius' partner at its research gemiusAudience in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia.
Download a complete version of the press release in a Word file.
For more information please contact: Marko Lavrencic; marko.lavrencic@gemius.com