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gemiusAudience in Europe – a summary of 2007
2008-01-02
The year 2007 can be considered a year of dynamic development for gemiusAudience research. According to the summary results, the reach of the study in the end of 2007 was about 43 million Internet users in Europe.
In Russia the research was launched last summer with the first test data published in October. Currently, the reach of the study amounts to 4.5 million Runet users. The statistics are provided regularly for 54 web sites.
At the same time, the number of web sites participating in the research in Ukraine more than doubled by the end of 2007. Currently, the reports provide data for more than 100 Ukrainian web sites with a total reach of 2.3 million users. The Association of Online Advertisement in Ukraine was formed last autumn and Gemius is a tender participant for Uanet audience measurement.
By the end of the year the online audience in Poland reached 14 million users. The software panel has 20 thousand panelists. Consequently, exact data concerning several thousand sites are provided on a week-by-week and month-by-month basis. It is interesting that, in Poland, Google is not only the leading search engine, but also the largest web site overall. The top-ten sites also include such international leaders as youtube.com (8th place) and wikipedia.org (9th place).
In the Czech Republic research has already reached 4 million users (98% of the online Czech audience), while Internet penetration is around 40% in this country. More than 200 web sites are participating in the project based on a 7 thousand software panel and 35 thousand pop-up panel. In the year 2007, Gemius, together with Mediaresearch for SPIR in the Czech Republic, launched a big new project – the online ads spending monitoring system.
After Gemius won a national tender to conduct audience research in Denmark, the research was launched in the winter of 2007. Currently, the pop-up panel includes 150 000 respondents who represent 4.2 million people, that is 98% of the Internet users in this country.
The online audience measured in Lithuania reaches 1.2 million users. Starting this year, gemiusAudience extended its age-limits - now Lithuanian Internet audience data include the online behaviour of the youngest users – children aged 7+. The most popular web sites in this country are informational services: delfi.lt, plius.lt and zebra.lt and the social network one.lt.
In Latvia gemiusAudience yields exact information about one million users, which is equal to a 98% reach. Ratings contain all the popular Latvian web services (excluding the third largest web site Delfi.lv). The leaders are inbox.lv and social networks: draugiem.lv and one.lv. It is worth mentioning that Internet penetration in this country achieved almost 50%, while in the neighbouring country - Lithuania - it is 40%.
This year the pop-up panel methodology was changed to a software panel in Hungary. Research reached 3.5 million people. This is the first time that data on the biggest foreign publishers has been revealed – the traffic of Google, Yahoo and Microsoft was measured.
In Slovakia all the main online publishers joined the research, which was launched at the beginning of the year. As more than 50 web sites are participating in the study, it guarantees a 92% reach and detailed information on 1 million Slovakian Internet users.
This year was also one of huge development for gemiusAudience research in Croatia and Slovenia. Information on the major web sites, such as tportal.hr, net.hr, blog.hr, index.hr in Croatia, as well as Slovenian mojforum.si and kolosej.si, is now available. Accordingly, the total reach has grown to 79% and 53%, respectively. Agencies and publishers using the data are developing along with the increase in online spendings.
In the year 2007, research was also launched in Austria, Bulgaria, Bosnia and Herzegovina. Audience reach in Bulgaria has already gained 60% and the first public data will be presented soon.
All in all, the Internet market in Europe is developing dynamically, which can be easily observed when analysing the results of gemiusAudience. Information obtained in the research deepens knowledge about the Internet, which consequently brings benefits to publishers, advertisers and journalists.
Gemius SA was established in Poland in 1999. Over the last 8 years Gemius has developed its activity in many European countries (Austria, Bulgaria, Croatia, the Czech Republic, Denmark, Estonia, Lithuania, Latvia, Russia, Romania, Slovakia, Slovenia, Ukraine, Hungary and Great Britain). After winning a tender in Israel, Gemius also expanded beyond the Old Continent.
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