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Year-to-year development of the Czech Internet according to NetMonitor
2007-08-01
It is a well-known fact that the Internet is a very dynamically developing medium. But what does this development look like with some fundamental pointers of attendance based on gemiusAudience outputs in the Czech Republic? Let us try to find several comparisons, connections and changes which have arisen in the past year.
The first pointer we shall present is the monthly universe, i.e. the monthly size of the Internet population. This pointer is derived mainly from external research, the Mediaprojekt, which is used for weighting the NetMonitor (Czech gemiusAudience) results. It indicates the number of people aged 12-79 who (at least once) visited the Internet in a given month. Table 1 presents the comparison of the monthly universe in May 2006 and May 2007. Just a brief look shows that the value of this indicator has increased by 784,097 (by 21.81%). Therefore we can claim that in the Czech Republic the number of people visiting the Internet at least once a month has increased by more than one-fifth.
Some other pointers to study are page views (PV), average time spent on the Internet per real user (ATS) and visits. We must mention the fact that NetMonitor does not measure all Czech web sites, but covers services participating in the project, which are the biggest and most important publishers on the market. In terms of NetMonitor, the publisher is a web site, which allows other subjects to place the advertisement on its pages. With the mentioned services the NetMonitor study reaches 97.7% of the population of Czech Internet users. When comparing year-to-year data of PV, ATS and visits, we find out that from May 2006 to May 2007 the increase of viewed pages exceeded 1,430,000,000 (50.65%). ATS was increased by 3 hours 55 minutes 3 seconds (23.67%) and the number of visits was, in May 2007, higher than in May 2006 by nearly 176,500,000 (55.22%).
So far we were investigating data representing the whole NetMonitor in May 2006 as well as in 2007. The question may arise – what conclusions would be drawn if only web sites measured both in May 2006 and in May 2007 were taken into consideration? We can say that year-to-year growth of the number of viewed pages and visits strongly exceeds the increase of the monthly number of visitors (real users) and therefore indicates quite an impressive expansion of the popularity of the Internet. Where should the explanation for such growth be searched for? The question itself could be the topic for a comprehensive study and analysis, since many factors are possibly involved. We do not have (and can not have) the ambition of answering this question here. However, one change is obvious. During the past year, from May 2006 to May 2007, the number of people connecting to the Internet from their home through a broadband connection has increased in the Czech Republic by almost 660,000. Furthermore, these people are spending quite a lot more time on the Internet – 23 hours 16 minutes 56 seconds monthly on average - than people who do not have a broadband Internet connection at home. During this longer time they can make more visits and view more pages. People who are using other types of connection from home than the broadband are spending less time online- just 16 hours 26 minutes 29 seconds on average.
Gemius SA is the largest online research agency in Central and Eastern Europe, which provides a wide range of Internet research products to brand name clients throughout the region. Gemius SA has also recently started operating in Denmark. The aim of its core research - gemiusAudience - is to set an online audience measurement currency in all of the countries the company is present in. 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 the monitoring of Internet server attendance and does surveys on the socio-demographic structure of the Internet audience in the Czech Republic - the NetMonitor project. Simultaneously, it does marketing and business support of other Gemius SA products in this country. The company developed the methodology of TV audience monitoring, which 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 a Czech gemiusAudience project researching the visit rate and socio-demographic 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 about the study please contact:Krzysztof Dabrowski, Operation Manager Gemius s.r.o.; krzysztof.dabrowski@gemius.cz