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„Men‘s“ vs. „women‘s“ web sites
2007-05-18
Which Czech web sites have the biggest share of male visitors and on which ones dominate female visitors? Besides, which of them is mostly visited by people from different groups by commonly used in the country social grades of the ABCDE classification? And what is this classification?
The following text answers all those questions that originated from the NetMonitor data. NetMonitor is the gemiusAudience project in the Czech Republic, which sets the standard measurement of the ratios of audience on the web sites.
On the one hand there are web sites visited mostly by men, svetsiti.cz, svethardware.cz, pctuning.cz, svetpda.cz and gamezone.cz. Those online services are mostly technically oriented, and the share of men (real users) significantly exceeds 80% there. The aim of web sites targeted at females, with the highest women share: marianne.cz, mariannebydleni.cz, chocolate.cz, femina.cz and zena-in.cz is understandably different, however the share of women visitors over men is not so significant like on the men’s web sites (20% lower then in the latter case).
As far as the differences in the visit rate by specific groups are concerned, the division is based on the ABCDE classification that allows us to judge people’s social and economic status in the society thanks to their economic activity and other factors (like household facilities, education any many more). The ABCDE classification corresponds to the international standard set by the ESOMAR association. If we focus on differences in web site visits by this classification, we can find out that users from the group including two highest categories A and B have the highest share among visitors on the web sites specialized in economy, business and law - euro.cz, akcie.cz, epravo.cz, patria.cz and ifondy.cz. Users from the A and B categories constitute there from 40 to 50% of all visitors. Web sites visited mostly by users from lower status groups D and E are namely – t-music.cz, 1000her.cz, gamezone.cz, superhry.cz and uspesni.cz. They specialize in entertainment and spending free time. For example on the web site uspesni.cz users from the D and E groups constitute 63% of audience, whereas on t-music.cz web they account for 71%.
Gemius SA is the largest online research agency in Central and Eastern Europe and it provides a wide range of Internet research to brand names clients throughout the region and recently has also started operating in Denmark. The aim of its core research called gemiusAudience is to set the online audience measurement currency in all the countries where the company is present. By working with key joint-industry committees and other market players Gemius provides accurate, high-quality data for media planners, buyers and sellers.
Mediaresearch in cooperation with Gemius SA provides monitoring of Internet servers attendance and survey on socio-demographic structure of Internet audience in the Czech Republic - project NetMonitor. Simultaneously it does marketing and business support of other Gemius SA products in this country. The company developed methodology of TV audience monitoring that has been implemented on the Czech market since 2002.
SPIR is the Czech Association for Internet Advertising. It has 28 members including the largest media spenders (media agencies) and the majority of top online media publishers, who represent over 80% of the commercial Internet market in the Czech Republic
NetMonitor is the Czech gemiusAudience project researching the visit rate and sociodemographic profile of web site visitors. The output of the study allows to analyze the effectiveness of web site content and to plan online advertising.
Download a complete version of the press release in a Word file.
For detailed information please contact: Krzysztof Dabrowski, Operation Manager Gemius s.r.o; krzysztof.dabrowski@gemius.cz