Seniors online Behavioral study Jiří Axman, Jan Lajka | August 2016
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Seniors online Behavioral study
Jiří Axman, Jan Lajka | August 2016
Why do we study seniors?
Seniors are one of the most approachable social groups for traditional marketing surveys.
It has however generally been perceived as characterized by lower penetration of modern
information and communication technologies.
Is that still a reasonable conjecture?
Here we present the results of a pilot study that has the goal:
to explore the potential of the Czech seniors as a target online media audience.
Project scope
• a sample of 31 panelists 55+ are recruited
online via the Czech National Panel
(http://www.czechnationalpanel.com/)
• wakoopa-based online metering solution
S/Marlowe is applied to track their browsing
behavior, namely
o main web locations visited by the seniors
o average frequency and duration of the seniors’
visits to different web sites
o for a period of 3 months (April – July 2016)
74%
26%
32%
34%
32%
3%
23%
37%
37%
0% 20% 40% 60% 80% 100%
Men
Women
50-59
60-69
70-79
Primary
Secondary
High-school
University
Gen
der
Ag
eEd
uca
tio
n
Seniors, n=31 [results in %]
Domains – number of unique visits - TOP 20
83
73
70
67
60
60
50
50
43
43
40
37
33
33
30
27
27
27
27
seznam
novinky
email.seznam
youtube
stream
sport
super
mapy
zpravy.aktualne
servis24
bohemiacasino
accounts.google
jizdnirady.idnes
pocasi.seznam
video.aktualne
mall Všichni respondenti, n=31 [údaje v %]
More than half of
all panelists use
facebook and
youtube
seznam
search engine
is more
popular than
News servers
Social networks
Mail servers
What seniors do on the Web during the day ?
• The top 3 most common activities for the
seniors on the Web are browsing, online
banking and email.
• Banking and email are practiced by more
panelists in the morning (83%) while browsing
is a dominant activity during the rest of the
day (97%) and in the evening (90%).
• Almost half of the panelists (46%) visit video-
sharing servers and social networks in the
morning against more than two-thirds (72%,
79%) in the evening.
100%
46%
46%
63%
83%
83%
79%
100%
67%
83%
93%
90%
93%
97%
97%
72%
79%
83%
83%
83%
90%
0% 50% 100% 150% 200% 250% 300%
other
social
video
news
banking
search
0:00-8:00 08:00-16:00 16:00-24:00
Seniors, n=31 [results in %]
User engagement – duration vs. frequency
User engagement is a critical metric to match
the type of advertising with the online media
according to the behavior of the target user
audience in terms of duration and frequency of
their visits:
• Seniors tend to email (1009 total visits per
panelist on average) and browse (688 visits)
more frequently than doing other key online
activities (approx. 200 visits).
• Accordingly, they tend to spend more time
on average per visit watching video (90 sec),
socially networking (77 sec), reading news
(59 sec) and internet banking (44 sec).
Suitable for brief image building ads
Suitable for long informative ads
User engagement – duration vs. frequency
• Deeper look at the spread of the duration
and frequency measures across panelists
confirms that duration of an email or
browsing visit is commonly less than 50
seconds and never above 150 seconds.
• At the same time, however, there is a high
variability of frequencies across panelists.
• Similar large spreads both in durations and
frequencies are observed across panelists
with respect to news servers.
Seniors, n=31 [results in %]
Seniors, n=31
User Engagement
• Emailing appears to be the only
activity where the panelists who
email more frequently on average
outnumber the less frequent email
users.
• If we put aside the users who
browse rarely while spending shorter
time on average searching, the rest
of the panelists appear to be quite
equally distributed across the other
three segments in grid “search”.
Seniors, n=31; segments identified by mean values of duration and frequency; [results in %]
Seniors, n=31
Segmentation by user engagement
• Although the sample is quite
disproportionate by gender in favor
of men, with regard to email there is
a clear female dominance within the
segment of respondents who check
frequently their email and spend
more time per email on average.
• In grid “search” there is another
intriguing pattern. Similar subsamples
by size, dominant gender, median
age and income represent two
opposite segments.
• University graduates search more
and stay longer searching, contrary
to high-school graduates.
Seniors, n=31; segments identified by mean values of duration and frequency;
sex=mode(sex); age=median(age), education=mode(education), income=median(income)
activity segments sex age education income,
CZK
email (1) rare, short M 65 high-school 12,500
(2) rare, long M 59 high-school 17,500
(3) freq., short M 64 secondary 12,500
search (1) rare, short M 66 high-school 12,500
(2) rare, long M 60.5 high-school 15,000
(3) freq., short M 70 university 12,500
(4) freq., long F 73 university 12,500
(4) freq., long M 66 university 12,500
Main Findings
The seniors in the examined sample of panelists:
• use all 6 main categories of websites (incl. social networks), mostly
search engines, internet banking, and email.
• give preference to Czech rather than to global online service
providers.
• use email and do internet banking more in the morning while
browsing is their dominant activity during the rest of the day
and in the evening.
• tend to email and browse more frequently than doing other key
online activities.
10
Restrictions
• Seniors were recruited online, therefore the studied sample
cannot be considered to be fully representative
• It is a pilot study - the number of panelists is too low to provide
more detailed analysis
In this regard, we would rather consider the presented results of
the survey as a demonstration of the potential of S/Marlowe
metrics for the purpose of market segmentation, target audience
classification and profiling.
11
STEM/MARK is a leading Czech research agency, member of the World
association for market, social and opinion research (ESOMAR).
Founded in 1994, we have more than 20 years experience of implementing
full-service market and social research projects in various sectors like finance,
travel, media, pharmaceutics, public administration, FMCG etc.
We collect the data ourselves to ensure high quality data and total control of the collection process.
13
STEM/MARK and telemetry
The only way to do great work is to love what you do…
Steve Jobs
We have more than 5 years experience of collecting and analyzing behavioral data.
Thanks to our innovative web telemetry technologies:
• custom-built web browser for PC and mobile devices
• wakoopa-based passive metering solution S/Marlowe
we are able to:
• collect web behavioral data from our own verified panel of respondents on the territory of the Czech Republic and Slovakia or globally via Wakoopa hub
• analyze behavioral data and provide main results and findings of the analysis, graphically visualized in a final report presented personally or online on the Internet
For more details on the services provided by STEM/MARK visit our web page.
KONTAKTNÍ OSOBA
@stemmark
slideshare.net/stemmark
www.stemmark.cz
STEM/MARK, a.s.
Chlumčanského 497/5
180 00 Praha 8
Jan Lajka
Deputy Director
+420 606 816 940
Jiří Axman
Client Service Manager
+420 225 986 882
Contact
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