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More active Internet users live away from big cities
2008-06-05
More active Internet users live away from big cities 2008-06-05In April 2008 there were 1. 569 mln Lithuanian Internet users in the age of 7-74 years old. According to the gemiusAudience study data during the month of April each user visited the Internet 53 times, opened 848 pages and spent in the World Wide Web 12 hours 4 minutes on the average.
Top 10 web sites according to the number of visitors (real users)
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No. Web sites Visitors Reach Average time spent per visitor
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1 delfi.lt 1133228 72 % 2:03:36
2 one.lt 908895 58 % 9:50:57
3 plius.lt 633769 40 % 1:21:59
4 lrytas.lt 586454 37 % 1:05:19
5 skelbiu.lt 508664 32 % 0:44:12
6 videogaga.lt 496163 32 % 0:20:45
7 zebra.lt 459621 29 % 0:32:41
8 draugas.lt 455177 29 % 2:52:11
9 alfa.lt 430799 27 % 0:21:49
10 blogas.lt 386143 25 % 0:08:23
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Source: Gemius Baltic, gemiusAudience April 2008
From the lead 10 web sites according to the number of visitors 4 sites were dedicated to the news, 4 – to user generated content and 2 – to advertisements. Websites with such a content are the most popular among Lithuanian Internet users.
It is interesting to note that services having the biggest number of visitors reach big part of Internet users (for example on April 2008 72% of all Internet users visited the Delfi.lt at least once, 58% - One.lt, 40% - Plius.lt). The reach of sites is one of the most significant indicators describing the sites. However, when planning advertising campaigns it is always important to know on which sites the biggest share of visitors belonging to the target audience of the campaign is.
Suppose that advertisers or their media planners pursue an effective advertising campaign, dedicated to the residents of a particular city (e.g. if it is advertising of the opening of a new trading center or event for the residents of the city) then it is very important to know not only in which sites most of the residents of this city are, but also where the share of such residents is the biggest. It is interesting to note that users living in different big Lithuanian cities are “loyal” to different sites. There is a difference between top 5 sites made according to audience position of residents of Vilnius, Kaunas and Klaipėda. Although similar feature is that electronic versions of respective city newspapers are in lead of these rankings. For example, almost every second visitor of Vilniausdiena.lt site is the resident from Vilnius, two of five Kaunodiena.lt site visitors are from Kaunas and about every fourth visitor of Klaipeda.daily.lt site is from Klaipėda.
5 web sites in which share of visitors (real users)
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No. Web sites Visitors Share of visitors living in Vilnius
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1 vilniausdiena.lt 7203 47 %
2 club.lt 6778 45 %
3 ore.lt 12661 45 %
4 maps.lt 117859 44 %
5 burbulas.lt 6526 43 %
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living in Kaunas:
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No. Web sites Visitors Share of visitors living in Kaunas
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1 kaunodiena.lt 31295 42 %
2 infosport.lt 3185 33 %
3 pazintys 47414 25 %
4 skelbimai.lt 21644 23 %
5 nauji-butai.lt 1886 23 %
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living in Klaipėda:
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No. Web sites Visitors Share of visitors living in
Klaipėda
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1 klaipeda.daily.lt 22034 24 %
2 jt.lt 1291 16 %
3 ve.lt 42496 16 %
4 jtn.lt 1394 15 %
5 orelis.lt 2424 12 %
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As indicate April 2008 gemiusAudience study data, Internet users from all of the biggest Lithuanian cities are not only interested in questions of the day and the news. Information about entertainment and culture is also important for users from Vilnius; residents from Kaunas constitute a big part of sport visitors and acquaintance sites’ visitors; financial information and weather-forecasts are topics of interest for visitors from Klaipėda. However, an analogous ranking for the audience of small Lithuanian localities (i.e. Internet users from regional towns and townships, villages) looks entirely different. The biggest share of this audience is in web sites publishing information about gardening and children. It is interesting that residents from small Lithuanian localities are also interested in information concerning studies.
living in regional towns and townships, villages:
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No. Web sites Visitors Share of visitors living in small localities of Lithuania
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1 sodospalvos.lt 6850 26 %
2 tavovaikas.lt 2243 23 %
3 tingiu.lt 11574 22 %
4 studijos.lt 15294 22 %
5 tostai.lt 12486 21 %
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Source: Gemius Baltic, gemiusAudience April 2008
The biggest part of Internet users live in big cities (26% of all Internet users - in Vilnius, 17% - in Kaunas, 8% - in Klaipėda respectively). However, growth of part of the visitors from small Lithuanian localities (in April 2008 they constituted 18% of all Internet audience) is currently being observed. Moreover, according to some Internet usage indicators visitors from small Lithuanian localities are even more active than residents from big cities. For example, from all of the compared audiences per month the smallest number of pages is viewed by the average Vilnius resident (722 pages), also the time spent by him or her on the Internet is the shortest (11 hours 12 minutes on the average); the average visitor from a small Lithuanian locality views the most pages per month (866 pages) and the time spent by him or her on the Internet is the longest (12 hours 18 minutes). Residents from Kaunas and Klaipėda views 797 pages and 854 pages per month respectively and spend on the Internet about 11,5 hours on average on the Internet.
It is worth paying attention to some socio-demographic differences of the Internet users from different Lithuanian places. For example, the Internet audience from small localities is a little older, compared to users from big cities (38% of 35 year old or older visitors in small localities, 31% - in Kaunas, 30% - in Klaipėda, 27% - in Vilnius). It is interesting to note that relatively small part of the residents from small localities connect to the Internet from work (28% of residents from small localities, 30% from Klaipėda, 34% from Kaunas, and 42% from Vilnius). However, a bigger part of them connect to the Internet from school or university (22% of small localities and about 17% of each big city).
In the life of modern people the Internet has already become irreplaceable means of providing the user with practically unlimited information, work offers, communication, various kinds of entertainment and other possibilities. A truly big importance of the Internet is proved by continual growth of its penetration rate. Currently, the number of Internet users is most quickly growing exactly among residents from small localities. According to the gemiusAudience study data every two years (comparing the month of April 2006 and 2008) the number of 15-74 year old Internet users from small Lithuanian localities increased by 87% and the number of Internet users in Klaipėda – 52%, in Vilnius – 28% and in Kaunas – 25% respectively.
Gemius Baltic is a part of Gemius SA - the largest online research agency in Central and Eastern Europe also operating in Western Europe markets. Gradually expanding it's activity in foreign countries Gemius now provides Internet research services in 18 countries: Austria, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Denmark, Estonia, Great Britain, Israel, Lithuania, Latvia, Russia, Poland, Romania, Slovakia, Slovenia, Ukraine and Hungary. Company offers a wide range of research studies about audience and usage of web sites (gemiusAudience), Internet users behavior in web sites (gemiusTraffic), Internet audience profiles (gemiusProfile), effectiveness of Internet advertising campaigns (gemiusEffect), complex Internet studies.
For detailed
information please contact: jolita.reidman@gemius.com
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