GALLUP Grunnlag for bedre beslutninger 1 The Internet in Norway Methods, The market, Electronic newspapers: A second update .

1GALLUPGrunnlag for bedre beslutninger

The Internet in NorwayMethods, The market, Electronic newspapers:

A second update http://www.gallup.no/menu/media

EMRO meeting 18 May 1999, Voss, Norway

Helge Holbæk-Hansen, Norwegian Newspaper Publishers’ Association: [email protected] Knut-Arne Futsæter, Norsk Gallup Institutt A/S: [email protected]


Introduction

1. The WebMeasure system

2. Web interviewing by Pop-up surveys

3. Consumer & Media and Gallup’s Web Topp

4. Does the online edition cannibalize the printed edition?


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

How can the measurement challenges be solved

Interview surveys:Gallup’s InterBusinessGallup’s InterBussGallups InterTrackGallup’s Web Topp

WebMeasure

Pop-up surveys:standardized concepts such asGallup Sitetest

See Internet in Norway EMRO 1997 and 1998


1. The WebMeasure system

GallupGallupNexusNexus

UserUserUser UserUser UserUser UserUser UserUser UserUser UserUser

Fire-Fire-WallWall

ProxyProxyServerServer

PCPCCacheCache

RAMRAMCacheCache

ServerServer(log file)(log file)

http://www.imrworldwide.com/BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998


Experience with WebMeasure in Norway

A critical test period which might end by WebMeasure becoming standard for measuring traffic on the websites.

Norsk Gallup Institutt has installed WebMeasure at our home page gallup.no and on several large external sites.

The installation and reporting of the data has gone smoothly, with the exception of Java-applet. As it turns out, it takes an unduly amount of time for some users to open the page because of Java-applet.


On-line reporting:Data for an electronic newspaper in Norway

SummaryNumber of visits per hour

Top 10 sections by exposuresAverage visit duration in seconds


2. Web interviewing by Pop-up surveys


Quality and response rate on Pop-up surveys

As many as 2 out of 3 Internet users state it to be unlikely for them to answer Pop-up surveys on the Internet!

Only 30% were willing to fill out even very short and simple questionnaires!

7% of the respondents stated that they have given incorrect information when filling out Pop-up surveys.

5

33

33

23

7

0 10 20 30 40 50

No answer

Very unlikely

Unlikely

Likely

Very likely

Percentage

397 interviews among those who have used Internet at least once the last month.


WHY such a low response rate?

Different culture among the surfers “Difficult” audience on the net: Younger, modern oriented etc. Poor questionnaire design Technical problems due to downloading time, different browsers, different

and illegible computer screen pictures. The length of the questionnaires Lack of incentives Problems due to anonymity


Low response rate and self selection

WHO answers Pop-up surveys?

A research project with NRK and Norsk Regnesentral. 20.000 interviews by CATI about satisfaction and attitudes towards NRK

Interaktiv. The CATI interviews will in their turn be analysed in connection with a Pop-Up

survey on NRK.no.


3. Consumer & Media and Gallup’s Web Topp

Gallup‘s Web Topp Weekly (estimated from the frequency question) and daily reach (yesterday) are

measured by Consumer & Media. Data are reported to the customers by e-mail, made available electronically by

Pulsar Internett, Gallup PC and published on Gallup’s homepage. For the time being, the Web Topp acts as the only “official” survey for

Norwegian websites, but can be supplied by WebMeasure within the year.

Source: EMRO paper from 1997 under the same title. http://www.gallup.no


The development of Internet in Norway

Total access to Internet 1.quarter of 1999, 46% were connected to Internet, compared to 13% in November 1995.

Monthly reach33% have logged onto the Internet in the course of the last 30 days.

Daily reachThe Internet has an average daily reach of 10%.

2

9

13

3

15

24

8

21

34

10

25

37

10

33

46

0 10 20 30 40 50

Daily reach

Monthlyreach

Total access

1.Q.991.Q.981997 (nov)1996 (nov.)1995 (nov.)

Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more.

Percentage


The Internet compared to other electronic media

Source: Gallup’s Media Barometer 1998. Average daily reach forall weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage.

Daily reach of electronic media

6

1011

1422

2424

3335

5759

9

0 25 50 75

12. NRK P2 (radio)

11. NRKTO TV

10. Internet

9. NRK Petre (radio)

8. TV3

7. TVNorge

5. P4 (radio)

5. TV2s Text-TV

4. NRK Text-TV

3. NRK P1 (radio)

2. TV2

1. NRK1 TV

Percentage


4. Are the electronic editions cannibalizing the print: Daily reach of the electronic titles

5

5

8

9

11

12

15

18

22

31

34

39

72

111

113

116

174

214224

0 50 100 150 200 250

19. Fædrelandsvennen

19. Adresseavisen

18. Bergens Tidende

17. Bergensavisen

16. NettMagasinet.no

15. NettGuiden.no

14. Gule Sider

11. Jobshop

10. Internettavisen digi.no

10. NRK.no

9. TV2.no

8. Din Side.no

7. Aftenposten

6. Yahoo

5. Nettavisen

4. Dagbladet

3. VG

2. AltaVista.com

1. SOL

Source: Approximately 10000 interviews from first quarter of 1999 from Consumer & Media. 36,484 persons equal 1%.

Number of persons in thousands


Daily reach of the largest online editions

900017000 17000

2200029000

440004400049000

6900072000

116000

174000

0

50000

100000

150000

200000

Aftenposten Dagbladet VG

Number of persons

1996 1997 1.Q. 1998 1.Q. 1999

Source: 6148 interviews during weeks 33-41 1996, 3907 interviews during weeks 8-14 1997,approximately 10000 interviews from first quarter of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.


Who are the readers of VG and VG.no? Indexes

110

90

110

104

77

92

114

91

105

105

0 50 100 150 200

Men

Women

13-19 years

20-39 years

40-59 years

60 + years

Primary

Secondary

University

Oslo/Akershus

Precentage

157

45

179

64

11

49

85

172

129

141

0 50 100 150 200

Men

Women

13-19 years

20-39 years

40-59 years

60 + years

Primary

Secondary

University

Oslo/Akershus

Precentage

Print dailyVG.no daily

Index’s the average is 100. There is a 79% greater possibility to reach someone who reads VG.no among those who are between 20-39 years compared to the rest of the population. Source: Consumer & Media 99/1


Daily: Separate and double reach for VG and VG.no

Only VG 1.281.000

Only VG.no 48.000

Source: Consumer & Media 99/1

55% of those who visit VG.no also read at least one copy of the printed edition, versus 36,7% for the total population.

Consequently, there is a strong positive connection between reading of the printed and online edition.

Both59.000


Development in separate and double reach for VG

1393

1371

13

9

1388

1281

59

48

0 500 1000 1500

Total

Printonly

Both

Onlineonly

98

96/97

The number of people who only read the online edition daily increased from 9.000 in 1996/1997 to 48.000 in 1998. This means an increase of 39.000 readers or more than 500%.

The number of people who read both editions increased from 13.000 to 59.000. This means an increase of 46.000 readers or more than 400%.

The number of people who only read the printed edition declined from 1.371.000 to 1.281.000. This means a decline of 90.000 readers or 6,6%.

A total of 1.388.000 people either read the printed edition or the online edition. This is a decline of 5.000 or 0,4%.

Source: Consumer & Media

Daily number of readers


The Gallup Compass for VG and VG.no

Both

Online edition only

Print only


Yes, I’ll have both please!


Future perspectives

New methodical challenges

More methods of various quality will be used. Demand for quicker answers from the researchers

Different methods depending on what we want to answer

GALLUP Grunnlag for bedre beslutninger 1 The Internet in Norway Methods, The market, Electronic newspapers: A second update .

Documents

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bedre beslutninger

gallup pc

gallup sitetest

internet users

norsk gallup institutt

seconds slide

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