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The Internet in NorwayMethods
The marketElectronic newspapers
EMRO meeting 1997, Spain 11 June 1997.
Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association http://www.nal.noKnut-Arne Futsæter, Norsk Gallup Institutt A/S http://www.gallup.no
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Introduction
There has been immense media coverage and hoopla about the Internet and the World Wide Web since they became household words in Norway in 1995, and the imminent death of printed media was predicted once again.
I 1996 the Net began to be commercially interesting, and joint circulation measurements were launched. Discussion about the various surveying techniques picked up speed in 1997.
Through this presentation we hope to describe the use of the Internet in Norway: how it competes with traditional media, and, not least, raise a few questions relating to methods.
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Reach - medium
Circulation
Attention
Comm. effect
Sales effect?
Reach - ad
Advertiser
Ad sales rep
Advertising dependent
Advertisingindependent
Distance between buyer and seller
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SalesSalesMarket shareMarket share
KnowledgeKnowledgeAttitudesAttitudesBehaviour intentionBehaviour intention
Seen/ read/ heardSeen/ read/ heardRemember elementsRemember elements
Read or looked at...Read or looked at...Heard/seen at least 2 minutesHeard/seen at least 2 minutesRegistered presence channel/30 sec. Registered presence channel/30 sec. Been at the cinemaBeen at the cinemaUsed the InternetUsed the Internet
CirculationCirculationChannel distribution radio/TVChannel distribution radio/TVInternet subscriptionInternet subscription
Page trafficPage trafficRadio/TV: 5 min./secondsRadio/TV: 5 min./seconds
Circulation
Reach - medium
Circulation
Attention
Comm. effect
Sales effect?
Reach - ad
From circulation to sales
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DM
Film
TV
W. mag.
Newsp.
Internet
Radio
Possibility
Exposed
Com
pr.
Influenced
Reacted
Sensory pos.
Read - response
Been to the movies
Registered on Meter
Listened drg. inter.
Read or looked at
Read or looked at
Used - reacted
Advertising independent
Advertising dependent
What can be measured?
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Interview surveys
AdvantagesWe know the respondent, and have demographic and psychographic data.
Comparable data with other media.
Connection to market information (Consumer & Media’s target group information).
DisadvantagesOnly relevant for large Web sites and their main pages.
Limited level of detail on Internet data - only on media/title level.
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Server measurements
AdvantagesHigh degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements.
Quick and effective reporting.
Inexpensive to collect.
DisadvantagesRarely know the respondent.
Does not register the number of different users.
For the time being there is no joint registration device and calculation method, and consequently no comparable figures.
Technical problems such as frames, proxy, caching, refreching etc. that must be solved.
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PC meters
AdvantagesKnow the respondent.
Demographic and to an extent opportunities for other variables, although limited.
Comparable figures.
High degree of detail by which single pages, advertisements and click-throughs for advertisements can be measured.
Can track surfing patterns.
DisadvantagesExpensive.
Panels are vulnerable to fast changes in the universe, a characteristic of the Internet!
Only possible in the home market, because access to workplaces is doubtful.
Will only measure the most popular sites.
Samples are far too small.
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Have used the Internet
Have access to the Internet
Have looked at the page
Have looked at the advertisement
Sales effect?
Have used the electronic service
Interview surveys:• Consumer market• Business market
Server measurementsand PC meters:• PC meter panel• Server measurements
What can measure what?
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Nationally representative sample of 1,000 private individuals
aged 13 and up.
Was carried out the first time in the autumn of 1995. Telephone
interview (CATI) quarterly (Feb, May, Aug and Nov).
We ask over 100 questions, including the following subjects:
1. Access to, use of and purchase plans for PC and Internet
2. Use of a number of services/vendors
3. Attitudes and expectations - services
4. Attitudes and use - pay-services
5. Purchase of goods and services.
Interview surveys (1):Gallup’s InterBuss for the consumer market
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Interview surveys (2):Gallup’s InterBusiness for the business community
A quarterly survey (Feb, May, Aug and Nov) carried out the first time in November
1996.
Daytime telephone interview (CATI) among 600 company heads with five or more
employees.
We ask about 70 questions, including the following subjects:
1. Access to, use of and purchase plans for PC, Internet and Intranet
2. Use of a number of services/suppliers.
3. Attitudes and expectations - services (eg advertising)
4. Attitudes and use - pay-services
5. Purchase and sales of goods and services
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Interview surveys (3):Consumer & Media and Gallup’s InterTrack
InterTrack is a continuous reporting of data from Consumer & Media.
Measurement of access and use with nationally representative sample of 30,000 private persons aged 13 and more.
Reporting via Gallup Pulsar Internet of 2,800 interviews to customers each month.
Under an agreement with NAL and other organisations, we also measure Norwegian newspapers that are on the Internet and pure electronic titles/media. Weekly (estimated from the frequency question) and daily reach (yesterday) are measured.
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Questions
1. Access to the InternetDo you have access to the Internet at home, at work, at school or other places?
2. Monthly reach of the InternetExcluding sending and reading electronic mail, have you used or logged onto the Internet during the last 30 days?
3. Daily reach of the Internet: (Have used the Internet in the last 30 days).Excluding sending and reading electronic mail, did you use or log onto the Internet yesterday?
4. Weekly reach of electronic titles: (Have used the Internet in the last 30 days).How many of the last seven days have you visited .....(name of title) on the Internet?
5. Daily reach of electronic titles: (Have read at least one day in question 4.)Did you visit ... (name of title) on the Internet yesterday?
Questions from August 1997
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Use of the Internet in Norway (1): Access to the Internet
3 %
9 %
10 %
31 %
13 %
0 % 25 % 50 % 75 % 100 %
Other places
School
Home
Job
Total
Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media
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Use of the Internet in Norway (2):Monthly and daily reach
5 %
17 %
0 % 25 % 50 % 75 % 100 %
Daily reach
Monthly reach
Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media
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Who uses the Internet?
26 %
13 %
14 %
2 %
14 %
23 %
40 %
11 %
22 %
17 %
0 % 25 % 50 % 75 % 100 %
University
Secondary
Primary
60 + years
40-59 years
20-39 years
13-19 years
Women
Men
Total
Source: Gallup’s InterTrack for April 1997. 3,326 interviews from Consumer & Media among people who have used the Internet in the last 30 days.
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Gallup’s Compass
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Which services are used the most?
Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 days.
Norwegian Net newspapers are among the most popular
services.
23
26
35
44
58
35
0 25 50 75 100
6. Searched for informationabout goods and services
5. Searched forcompanies/products
4. Searched in news database
3. Searched for job- or studyrelated information
2. Searched in Norwegiannewspapers
1. Searched in other databases
Percent
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Why do we surf?
48 %
69 %
70 %
80 %
81 %
86 %
71 %
0 % 25 % 50 % 75 % 100 %
7. Plan purchases of goods andservices
6. Have confidence too
5. Background material for news
4. Provides good entertainment
3. Gives information aboutgoods and services
2. Delivers news quickly
1. Offers material which formsthe basis for discussion
Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 dayse.
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Gallup’s InterBusiness Gallup’s InterBusiness
32% of Norwegian companies with five or more employees have Internet access (November 1996: 25%).
37% have e-mail, and 9% Intranet.
14% have their own homepage.
12% have advertised, and 19% plan to advertise on the Internet.
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Use of electronic newspapers in Norway
Approx. 70 of the country's 150 newspapers have their own homepage on the Internet.
Newspaper homepages are among the most visited sites on the Net. From being pure copies of the printed editions, most online editions today have their own design and editorial content.
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The Internet compared to other media
3%
5%
7%
12%
14%
16%
18%
23%
30%
60%
63%
0% 25% 50% 75%
Internet
10. NRK P2 (radio)
9. TV3
8. NRK Petre (radio)
7. TvNorge
6. TV2s Text-TV
5. P4 (radio)
4. NRK Text-TV
3. NRK P1 (radio)
2. TV2
1. NRK TV
Source: Gallup’s Media Barometer 1996 of May 1997. Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage.
Daily reach of electronic media
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Number of readers of online editions
29000
105000
67000
174000
0
50 000
100 000
150 000
200 000
Daily Weekly
Nu
mb
er o
f p
erso
ns
Weeks 33-41 1996
Weeks 8-14 1997
Source: 6148 interviews during weeks 33-41 1996 and 3907 interviews during weeks 8-14 1997 from Consumer & Media. 36,213 persons equal 1%.
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Daily reach of online editions
7000
18000
14000
29000
16000
20000
33000
67000
0 25000 50000 75000 100000
Aftenposten
Dagbladet
VG
Newspapers total
Number of persons
Weeks 8-14 1997Weeks 33-41 1996
Source: 6,148 interviews during weeks 33-41 1996 and 3,907 interviews during weeks 8-14 1997 from Consumer & Media. 36,213 persons equals 1%.
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Who reads online editions? (1): Age and sex
23
12
18
17
18
11
51
49
1
6
24
21
38
10
17
83
0% 25% 50% 75% 100%
60+
50-59 year
40-59 year
30-39 year
20-29 year
13-19 year
Women
Men
Read online newspapersPopulation
Source: Consumer & Media weeks 8-14 1997 with 3,907 interviews. Read Net editions on an average day.
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Who reads online editions? (2): Education and household income
38
14
17
13
27
41
31
63
13
8
6
55
32
13
0% 25% 50% 75% 100%
350,000 kr. +
250,000-349,000 kr.
150,000-249,000 kr.
0-150,000 kr.
University
Secondary
Primary
Read online newspapers
Population
Source: Consumer & Media weeks 8-14 1997 with 3,907 interviews. Read Net editions on an average day.
Hege:
NB: Sjekk teksten på notatsiden her, den er for lang
selv med liten skrift.
Hege:
NB: Sjekk teksten på notatsiden her, den er for lang
selv med liten skrift.
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Advertising on the Internet in Norway 1995 - 1998
1030
100
250
0
50
100
150
200
250
1995 1996 1997 1998
Mill
ion
NO
K
Source: Internet Kanal1 (http://www.kanal1.no)
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Advertising turnover in 1996 in Norway
TV
Newspapers
W. mag.Trade j. Radio
Billboards/PostersCinema
InternetSource: Norwegian Advertising Statistics (Norsk Reklamestatestikk).
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Political implications
The main goal is to establish standards for measuring "visits" to online editions and readers of online editions which can be accepted by the market on the same level as the circulation and readership of paper editions.
It's important that the measurement standards that are established are not only recognised nationally.
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