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Moldovan InternetLandscape First audience data Catalin Emilian Gemius Chisinau, 03.09.2012
Hybrid approach to internetmeasurement Different types                  Gemius was the                                    ...
Gemius as the currency in online measurement     JIC Standard: Poland, Czech     Republic, Slovakia, Hungary,     Slovenia...
Methodology
Site-centric audit                      Cookie panel  • Hard data about the ALL traffic       • Source of socio-demo data ...
i                                                                                d                                        ...
Site-centric audit• Real data on people  behaviour (not  declarative)              Behavioural                            ...
Site-centric audit                      Cookie panel  • Hard data about the ALL traffic       • Source of socio-demo data ...
Cookie Panel        •   Recruited online        •   2839 members        •   Monitoring through site-centric scripts and co...
Panel representativeness Socio-                    Behavioural                                   Mobile demographical     ...
Site-centric audit                      Fused panels  • Hard data about the ALL traffic       • Source of socio-demo data ...
Establishment study •   Offline study about Internet population:     • Number of internet users     • Gender, Age, Educati...
Site-centric audit                      Cookie panel  • Hard data about the ALL traffic       • Source of socio-demo data ...
Data integration •   Study rules •   Procedures •   Data filtering •   Real User alghoritm •   Panels calibration •   Medi...
Study results  •   Provided on      quarterly basis  •   Analytical      application                       Test results:ht...
Moldovan internet                    50,5%                    Internet penetration                    1 502 637           ...
Moldovan Internet market among other
Moldovan Internet market among other
Moldovan Internet – main characteristics                                         1 502 637 internet users        1054 page...
Moldovan Internet – main characteristics54% of Moldovan online audience are men, 46% - women                              ...
Moldovan Internet – main characteristicsOnly 47 % of page views are made by men; women browse more                        ...
Moldovan Internet – main characteristicsMen spend significantly less time online than women                               ...
Moldovan Internet – main characteristicsAge group 20-29 is most represented on the internet                               ...
Moldovan Internet – second youngest population in CEE Share of people in the age group 15-34
Moldovan Internet – main characteristics Among education groups higher education group is most present online, however onl...
Moldovan Internet – high share of best educated usersShare of people with higher education
Top websites in Moldova                          Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
Manliest websites – examples from top 50       drive.md               Reach: 5,98%                              Men: 75,72...
Websites for women – top 3 on audience composition       perfecte.md           Reach: 7.41%                             Wo...
For more information explore the data                                   Source: BATI Internet Audience Measurement, gemiu...
THANK YOUJoin us @:                  Contact:Facebook.com/GemiusGroup    Catalin EmilianTwitter.com/Gemius          Countr...
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2012 09 moldovan_internet_landscape

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Prezentarea rezultatelor Studiului de Măsurare a Traficului și Audienței Internet de către BATI

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2012 09 moldovan_internet_landscape

  1. 1. Moldovan InternetLandscape First audience data Catalin Emilian Gemius Chisinau, 03.09.2012
  2. 2. Hybrid approach to internetmeasurement Different types Gemius was the Mobile first research of data apps company to combined: successfully •Traffic data operate a hybrid •Panel data methodology and is •Establishment the true pioneers of study this approach Concept of hybrid measurement was presented by Gemius on ESOMAR conference Wordwide Audience Measurement in Los Angeles, USA 2003
  3. 3. Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova. De facto currency: Lithuania, , Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
  4. 4. Methodology
  5. 5. Site-centric audit Cookie panel • Hard data about the ALL traffic • Source of socio-demo data • 100% reliable data Data integration Establishment • Recalculation of cookies into customers Study • Data filtering &• Population data processing gemiusAudience RESULTS • Provided on quarterly basis • Describes Internet audience
  6. 6. i d e d Site-centric audit Fused panels o n • Hard data about the ALL traffic • Source of socio-demo data • 100% reliable data q u a r t Data integration e r Establishment • Recalculation of l cookies into customers Study • Data filtering & y• Population data processing b a gemiusAudience RESULTS s i s • D e
  7. 7. Site-centric audit• Real data on people behaviour (not declarative) Behavioural Mobile• Measures page representativeness: views, time spent apps •Real users and visits of all users •Page views – work and home •Time spent• Base for Real Users •Visits (real individuals) calculation• Tracking via scripts embedded into participating websites
  8. 8. Site-centric audit Cookie panel • Hard data about the ALL traffic • Source of socio-demo data • 100% reliable data Data integration Establishment • Recalculation of cookies into customers Study • Data filtering &• Population data processing gemiusAudience RESULTS • Provided on quarterly basis • Describes Internet audience
  9. 9. Cookie Panel • Recruited online • 2839 members • Monitoring through site-centric scripts and cookies • Monitoring of panelists’ behavior on websites with site-centric scripts
  10. 10. Panel representativeness Socio- Behavioural Mobile demographical representativeness: representativeness: apps •Real users •Age •Page views •Gender •Time spent •Education •Visits Panel calibration with usage of RIM weighting
  11. 11. Site-centric audit Fused panels • Hard data about the ALL traffic • Source of socio-demo data • 100% reliable data Data integration Establishment • Recalculation of cookies into customers Study • Data filtering &• Population data processing gemiusAudience RESULTS • Provided on quarterly basis • Describes Internet audience
  12. 12. Establishment study • Offline study about Internet population: • Number of internet users • Gender, Age, Education etc • Base for Real Users (real individuals) calculation • Used for calibrating (weighting) the Panel
  13. 13. Site-centric audit Cookie panel • Hard data about the ALL traffic • Source of socio-demo data • 100% reliable data Data integration Establishment • Recalculation of cookies into customers Study • Data filtering &• Population data processing gemiusAudience RESULTS • Provided on quarterly basis • Describes Internet audience
  14. 14. Data integration • Study rules • Procedures • Data filtering • Real User alghoritm • Panels calibration • Media trees
  15. 15. Study results • Provided on quarterly basis • Analytical application Test results:http://netmonitor.gem.pl/gA_Moldova/gA_2012_07_Moldova_all.gem
  16. 16. Moldovan internet 50,5% Internet penetration 1 502 637 Internet Users 1,3 mln EUR Online AdSpends 2011 ≈ 1 EUR Online Adspends per Internet User Source Online Adspends 2011 Zenith Optimedia
  17. 17. Moldovan Internet market among other
  18. 18. Moldovan Internet market among other
  19. 19. Moldovan Internet – main characteristics 1 502 637 internet users 1054 page views per internet user 24 h 28 minutes spent by one internet user per month Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  20. 20. Moldovan Internet – main characteristics54% of Moldovan online audience are men, 46% - women Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  21. 21. Moldovan Internet – main characteristicsOnly 47 % of page views are made by men; women browse more Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  22. 22. Moldovan Internet – main characteristicsMen spend significantly less time online than women 29:32 20:06 Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  23. 23. Moldovan Internet – main characteristicsAge group 20-29 is most represented on the internet Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  24. 24. Moldovan Internet – second youngest population in CEE Share of people in the age group 15-34
  25. 25. Moldovan Internet – main characteristics Among education groups higher education group is most present online, however online activity decreasing with education Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  26. 26. Moldovan Internet – high share of best educated usersShare of people with higher education
  27. 27. Top websites in Moldova Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  28. 28. Manliest websites – examples from top 50 drive.md Reach: 5,98% Men: 75,72% Page views by men: 82,22% Time spent by men: 92,73% forum.md Reach: 8,31% Men: 73,68% Page views by men: 91,31% Time spent by men: 93,41% piataauto.md Reach:1,70% Men: 69,45% Page views by men: 79,82% Time spent by men: 79,69% Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  29. 29. Websites for women – top 3 on audience composition perfecte.md Reach: 7.41% Women: 69.16% Page views by women: 64,41% Time spent by women: 76.12% meteo2.md Reach: 34,57% Women: 48,87% Page views by women: 64,41% Time spent by women: 64,82% Allfun.md Reach: 34,57% Women: 48,87% Page views by women: 64,41% Time spent by women: 64,82% Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  30. 30. For more information explore the data  Source: BATI Internet Audience Measurement, gemiusAudience July 2012.
  31. 31. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Catalin EmilianTwitter.com/Gemius Country Manager Romania & MoldovaSlideshare.net/Gemius_com catalin.emilian@gemius.comYouTube.com/WwwGemiusCom

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