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Overview of gemius/Ipsos Audience project
2007-07-20
Being one of the most open and free mediums, the Internet provides a wide variety of information resources and the opportunity for everyone to have fun. But who are the people sitting in front of the computer on a daily basis; who want to find out the latest news, read their horoscope, write their opinions in blogs and forums or buy gifts in an online shop for their partners or friends?
Based on gemius/Ipsos Audience data, we can conclude that Hungarian Internet users are just as diverse as almost everyone else in the world. One may think that these would mostly be men, more interested in technical matters, or young people, still studying and using the Internet, but in reality the picture is more varied. Men and women use the Internet almost equally and while young people make up an impressive portion of the online society, even people over the age of 55 are present in significant numbers. Among web sites, the most popular are those that gather a large amount of information in one place, these are mainly link catalogs, program guides and big portals.
The results of gemius/Ipsos Audience
The data collected in the research for April 2007, is already available for download from the Gemius web site for analysts. The inventory, which provided the base for the April statistics, consisted of 109,094 Internet users who were chosen on a random basis to take part in the research and to fill out a questionnaire.
The ratio of sexes is quite balanced: 52.19% of the web surfers were men and 47.81% were women, so the difference is only 4.38% (in March it was only 0.66% but the size of the inventory was smaller as well). Fewer women are online compared to men, however female users spend, on average, 11 minutes more on the World Wide Web.
The gemius/Ipsos Audience research examines the ratio of Internet usage by age as well, and the online society is divided into five major groups according to this criterion. The youngest people, between the ages of 15-24, comprised 31.03%, 25-34 year-old users comprised 28.92%, older users between the ages of 35-44 comprised 20.60%, 45-54 year-olds made up 13.44% and users 55 and over reached 6%. These statistics clearly show that the Internet is most widely spread among the youngest generation in Hungary but the next age groups follow them with a minor 2% difference.
Of course the ratio of sexes can also be demonstrated through the age groups, where the biggest difference appeared between the ages of 25-34:
gemius/Ipsos Audience aggregates socio-demographic data with traffic data, so it is worth mentioning the most popular web sites participating in the research based on their usage in quantitative aspects. The web site with the largest number of unique visitors was Startlap.hu, it had 2,176,346 visitors in April. The other researched web sites lag behind decisively, however the fact that port.hu, citromail.hu and nlc.hu had more than 700,000 visitors is also impressive. The graph below shows the 10 most popular web sites according to the number of unique visitors:
A few words about the project
The research has been designed to gather information on the composition of Internet users in socio-demographic terms and to find out which web sites are the most popular. This enables reaching the target group in the most effective way. As spending on online advertisements is growing rapidly, media buyers have to choose from a vast variety of options when planning ad campaigns. Moreover web sites, trying to reconcile their visitors’ growing needs are forced to compete with other sites on the Internet. The gemius/Ipsos Audience online audience measurement system helps to gather necessary information about the web site’s traffic (the site-centric part of the study) and the demographic data of visitors (the so-called user-centric part).
Research results are published on a monthly basis. The most recent and archived data files are available for download from the Gemius web site. This data can be analyzed with gemiusExplorer software. With the help of gemiusExplorer it is possible to make complex queries by combining target groups and time intervals in an arbitrary way. The application can analyze statistics based on many different aspects, working with socio-demographic information and traffic data of a given web site at the same time.
Methodological background
The gemius/Ipsos Audience research is tightly integrated with the traffic measurement system developed by Gemius SA (gemiusTraffic). Client and server side solutions are combined to ensure the largest possible research inventory. In Hungary, as in every other country where gemiusAudience has been introduced, the demographic aspect of the research was geared to Hungarian conditions. The online part of the research consists of two main stages: filling out a questionnaire and running our software on the participant’s computer. The largest Hungarian publishers help us in displaying the questionnaire to visitors, who are chosen randomly. The partner of Gemius in the process of offline validation is Szonda Ipsos Media, an Opinion and Market Research Institute.
Download a complete version of the press release in a Word file.
For more information about gemius/Ipsos Audience please contact Szonda Ipsos Operation manager: Darvas Péter; peter.darvas@ipsos-szonda.hu