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Internet audience measured in Slovenia
2007-05-22
According to the latest Gemius' analysis there were almost 350 thousand Internet users in Slovenia in March 2007. It has been also revealed that the gender profile of the Internet audience is balanced. However, men on the Internet are much more active than women. The latest results of the gemiusAudience research give a deep insight into the behaviour and characteristics of Internet users.
The gemiusAudience research in Slovenia is reaching more and more Internet users. The data is produced for the group of Internet users aged 12 years and older. Unfortunately, the reach of the study still concerns a bit less than half of the online population. Nevertheless it is worth starting to follow the trends in the socio-demographic profile of web site’ visitors and their habits. This kind of data is a source of essential knowledge for the media planners and advertisers noticing the growth of advertising activity in the most interactive medium, which the Web has become.
There are almost as many women (47.83%) as men (52.17%) online in Slovenia, according to the gemiusAudience results from March 2007. However, men seem to be much more active. In March 2007 they spent online averagely over 30 minutes more than women. What may come as a surprise is the fact that the younger women outnumber the men. That is to say that men aged 15-24 accounted for 15.41% and women for 17.71% of the Internet audience. At the same time, there were almost 12 thousand less women aged 35-44 on the Web than men at the same age. The young men, however, are very active. Those aged 15-24 spent 6 hours 41 minutes 10 seconds averagely on the Internet in March2007, which is as much as an hour and a half more than women.
Generally speaking, the younger the Internet users are, the more time they spend on the Internet. To illustrate this point, visitors aged 12-14 devoted averagely 6 hours 29 minutes and 4 seconds to the Web viewing 530 pages. At the same time, the average Internet user was online for only 3 hours 6 minutes and 21 seconds and viewed 235 pages, which is considerably less than the youngest. While this is true that this age group is rather small and constitute only 1.93% of the total audience, the most numerous are not much older - aged 15-24 (33.13% of all Internet users).
Taking into account the age of Internet users, it is not surprising that as many as 27.71% of them visit web sites devoted to education and research on a weekly basis or even more frequently. At the same time, equally often 57.15% of Internet users look for news and sites about banking (20.38% browse bank web sites and 30,32% use bank services). The majority of Internet users are interested or even very interested in news (74.48%), music and films (66.26%) and travelling (62.29%). All in all, it is not astonishing that web sites like finance-on.net or dnevnik.si are among the most popular sites in Slovenia.
As it was stated above, many of Internet users are very young and thus they are still students. Those who are employed generally work in the private sector (41.43% of all Internet users). They are, however, less active than typical users. In March 2007 they spent on the Internet only an hour and 40 minutes and 23 seconds on average. Interestingly, the most active are the unemployed. They spent 5 hours 22 minutes and 16 seconds viewing on average 519 pages on the Internet. It is also worth noticing that the vast majority of Internet users connect to the Internet at home (85.59%) and spend twice as much time online as those, who use Internet at work (27.99%).
To sum up, gemiusAudience yields useful information about the Internet users in Slovenia. It provides up-to-date knowledge about the audience behaviour. Moreover, it reveals accurate data about the Internet users' age, income, education and disclose the news and trends in the usage of this medium. With the growing reach of the research there may be some changes or even turnabouts spotted. All in all, the Internet mirrors how technologically advanced and susceptible for changes is the society.
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.
Gemius Adria d.o.o. is Gemius’ subsidiary operating on the markets of Adriatic Sea. The company, established in 2006, sells all Gemius’ products in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia. The online audience measurement data is already a standard in Croatia and is attracting more and more web sites in the neighborhood Slovenia as well. The partner of the gemiusAudience project is Valicon, one of the leading marketing consulting and research companies in the region.
Valicon d.o.o. is one of the leading marketing consulting and research companies operating in the region of South Eastern Europe. The company was established in 2007 when two companies, Cati (since 1996) from Slovenia and Prizma Istraživanja (since 2000) from Croatia, joined forces. Valicon is specialized for small markets, custom made solutions, advanced methodology approaches and in-depth client involvment. Company is a partner of Gemius SA for its core research gemiusAudience in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia.
Download a complete version of the press release in a Word file.
For more information please contact: Marko Lavrencic; marko.lavrencic@gemius.com