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Traditional media in Latvia used on the Internet
2008-06-28
The Gemius report “Media consumption and attitudes towards online ads” reveals the way in which Latvian Internet users access traditional media on websites. As the results indicate, over 80% of those who go online in Latvia have watched TV or video clips on the Internet.
Gemius SA carried out research on how Latvian Internet users consume traditional and online media. The aim of the survey was to identify the Internet users’ habits concerning media enjoyment in the traditional form and with the aid of the Internet. The report presents general media consumption, traditional media used on the Internet and attitudes towards online ads.
Regarding the usage of ‘traditional’ media on the Internet, activities like watching TV/ video clips online and listening to the radio are the most popular activities among Latvian Internet users. To the question: “Have you ever watched TV or video clips via the Internet?” a total of 83% of the respondents answered “yes”. A total of 78% have listened to online radio and 64% have read the daily press in electronic version. The smallest percentage comprised users reading weekly (25%) and monthly (22%) magazines on websites. What could also be interesting is that according to the results of the research, 11% of the Internet users in Latvia have never read the daily press and 27% of them have never read weekly and/or monthly magazines in the traditional way.
It is worth noticing that accessing traditional media online by Latvian Internet users depends on age. The younger the users are, the more often they watch TV/videos online, listen to online radio or read the daily press in electronic version.
TV/videos online
When it comes to the frequency of using TV online, 21% of the users aged 15-24 watch it every day or almost everyday, 10% of the respondents aged 25-34 and only 6% aged 35+ watch this kind of medium daily.
Watching TV/video clips on the Internet also depends on gender. Fewer female (79%) than male (87%) Internet users in Latvia have ever watched TV or video clips online. According to age, 93% of the respondents aged 15-24 and 82% aged 25-34 have ever watched TV/video clips online. A total of 76% of the users aged 35+ have ever watched TV/video clips via the Internet.
Radio via Internet
Taking the usage of traditional media on the Internet in Latvia into consideration, listening to the radio gained second position, after watching TV/videos online. The differences in listening to the radio online among the analysed groups of Latvian Internet users also resemble those observed for watching TV/video clips. Radio online seems to be the field where men, the youngest users aged 15-24 and those who use the Internet most frequently dominate.
The press in electronic version
When it comes to reading the press in electronic version, the Internet users who declared ever having read daily papers online are the most numerous - 64%. Significantly fewer are the Latvian online users ever having read weekly magazines (25%) and monthly magazines (22%) on websites.
Gender does not distinguish the respondents reading the daily press in electronic version, whereas age and frequency of Internet usage do – the online usage of such type of media is lower among the youngest users than among the oldest groups, and it increases with the frequency of Internet usage.
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For more information contact: Toms Panders, Operations Manager at Gemius Baltic: toms.panders@gemius.lv