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Hyundai meets its online audience in the gemiusProfile research
2007-07-10
As the importance of the Internet grows day by day, company web sites come into prominence as significant tools of communication with their clients. Consequently, it is crucial to find out information about an Internet audience in order to fully satisfy its needs. Hyundai, being aware of the value of the gemiusProfile research, decided to get to know its Internet users a little better.
What is the aim of the gemiusProfile research and how is it conducted?The gemiusProfile research identifies the profile of an online audience, which means not only the habits of those using web services, but also detailed information about the features of these visitors. In the study’s report the advertiser obtains site-centric data (the number of visitors (real users), visits, page views and time spent on the site) and a wide variety of user-centric information. The latter constitutes a comprehensive set of socio-demographic features of the users of the researched web service. It is essential to mention that gemiusProfile is conducted on the basis of the national Gemius project, the NetMonitor study, devoted to the whole Czech Internet user community. The panelists taking part in the research fill out an online questionnaire and declare their demographical features and social status. Based on a representative sample of Internet users, after the process of weighting, the data can be referred to the online population within a country. Simultaneously, gemiusProfile is based on the gemiusTraffic research, which is conducted on the client's web site. It reveals information about the behavior of Internet users (the site-centric data mentioned above). With this, it is easy to evaluate whether the target group is interested in the web site and what kind of content attracts Internet users. It is also possible to analyze the behavior of visitors within a particular section of the web site.
Introducing the visitors of the Hyundai.cz service…
According to the gemiusProfile research, there were as many as 29,377 Czech users who visited the Hyundai.cz web site*. What is more, they spent 7 minutes 45 seconds, on average, on the web site, devoting 40 seconds to each page. It comes as no surprise that there was a preponderance of men among the visitors (71.8%, whereas in the population the percentage of male users is 54.3%). However, women spent more time on the web site (8 minutes 31 seconds on average) than men (7 minutes 27 seconds).
The visitors to the Hyundai.cz web site were young, well-educated and with a good income – the Gemius report reveals. The web site attracted mainly people aged 25-34. They accounted for 33.3% of the audience, which is more than in the whole community of Internet users (25.2%). Every fourth visitor to Hyundai.cz was under 25. However, this age group was less numerous compared to the whole Internet audience (34.9% of users under 25).
Getting deeper insight into the visitor profile
Even though the educational structure of the visitors is close in resemblance to the national one, the group with a university degree is slightly larger and constitutes 19.4% of the visitors. Interestingly enough, members of this group seemed to be the most interested in the web content. They spent over 11 minutes on the service, which is almost twice as much as those who had finished only elementary school.
Besides, the Hyundai.cz site is popular mainly among employed people. The share of employees (56.4%) is similar to the general structure of the online population in the Czech Republic (53.2%), yet there are more businessmen and sole traders among Hyundai.cz visitors (24.7% compared to 16.6% in the population).
It should also be mentioned that the web site is popular among high earners. Internet users, whose monthly household net income exceeds 30000 CZK, accounted for 27.9% of all visitors, while in the whole community they constitute only 17.9%. Moreover, the household income of the majority of Internet users who visited Hyundai.cz exceeds 20000 CZK.
The most popular sections among visitors
gemiusProfile allows also for the analysis of the users' activity within chosen sections. Accordingly, it was observed that Uvodni stranka (the Main page) attracted the largest number of visitors (26,760). However, it was Nabizene modely (Offered models), which the visitors spent a majority of time on (7 minutes 8 seconds compared to 2 minutes 18 seconds devoted to the Main page). Interestingly enough, the older users (aged over 34) were more interested in the Prodej a sluzby (Retail and service) section, while the younger users were attracted to the two previously mentioned pages.
All in all, as Filip Pieczyński, the International Operations Director stated, “gemiusProfile yields the most important information about the Internet users. Thanks to this research, it is much easier for the companies to make crucial decisions about the content and navigation of the web sites and thus to stand out from the competition”.
* Source of all the data: gemiusProfile, June 2006.
Gemius SA is the largest online research agency in Central and Eastern Europe. The company has been dedicated to Internet market research since its founding in 1999. By focusing the business on maximizing credibility, quality and accuracy the company has been able to grow into the largest online market research agency in Central and Eastern Europe in less than 5 years. We focus on high-quality, ethical research. We adhere strictly to the codes of conduct developed by ESOMAR.
Mediaresearch, in cooperation with Gemius SA, provides the monitoring of Internet server attendance and conducts surveys on the socio-demographic structure of the Internet audience in the Czech Republic – the NetMonitor project. Simultaneously, it provides marketing and business support of other Gemius SA products in this country. The company developed the methodology of TV audience monitoring, which has been implemented on the Czech market since 2002.
Hyundai Motor Europe GmbH (HME) was established in 2000. Located in Offenbach, Germany, it coordinates all marketing, sales and aftersales activities in all of Hyundai’s 26 European markets. It employs nearly 200 people of various nationalities. Hyundai is the third largest Asian automobile brand in Europe. The annual European sales volume reached 330,000 vehicles in 2006.
Download a complete version of the press release in a Word file.
For detailed information about the study please contact: Krzysztof Dabrowski, Operation Manager Gemius s.r.o ; krzysztof.dabrowski@gemius.cz