gallup grunnlag for bedre beslutninger the internet in norway methods the market electronic...

GALLUPGrunnlag for bedre beslutninger

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


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.

3GALLUPGrunnlag for bedre beslutninger

Reach - medium

Circulation

Attention

Comm. effect

Sales effect?

Reach - ad

Advertiser

Ad sales rep

Advertising dependent

Advertisingindependent

Distance between buyer and seller


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


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?


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.


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.


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.


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?


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


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


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.


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


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


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


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.


Gallup’s Compass


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


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.


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.


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.


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


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%.


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%.


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.


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.


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)


Advertising turnover in 1996 in Norway

TV

Newspapers

W. mag.Trade j. Radio

Billboards/PostersCinema

InternetSource: Norwegian Advertising Statistics (Norsk Reklamestatestikk).


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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