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BrainActive Consumers Panel Book

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Check out our latest Consumer Panel Book, including Census representative sample structures, Internet representative structures and multiple caveats/suggestions to take into account when running online market research in Central and Eastern Europe markets.

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BrainActive Consumers Panel Book

  1. 1. Consumer Panel Book 2009 BrainActive Research Go where they go. Follow their minds.
  2. 2. Consumer Panel Book Table of Contents Why Choosing BrainActive for Eastern Europe market research ............................................................................................... 2 Summary facts .............................................................................................................................................................................. 3 Austria ........................................................................................................................................................................................... 5 Belarus .......................................................................................................................................................................................... 8 Bulgaria ......................................................................................................................................................................................... 10 Czech Republic ............................................................................................................................................................................. 13 Croatia ........................................................................................................................................................................................... 14 Estonia .......................................................................................................................................................................................... 17 Greece ........................................................................................................................................................................................... 20 Hungary ........................................................................................................................................................................................ 23 Kazakhstan ................................................................................................................................................................................... 25 Latvia ............................................................................................................................................................................................ 28 Lithuania ....................................................................................................................................................................................... 31 Poland ........................................................................................................................................................................................... 34 Romania ........................................................................................................................................................................................ 37 Russia ............................................................................................................................................................................................ 40 Serbia ............................................................................................................................................................................................ 45 Slovakia ......................................................................................................................................................................................... 47 Slovenia ......................................................................................................................................................................................... 50 Turkey ........................................................................................................................................................................................... 53 Ukraine .......................................................................................................................................................................................... 57 2 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  3. 3. Consumer Panel Book Why choosing BrainActive for Eastern Europe market research BrainActive Market Research is the online market research expert in the emerging area of Central and Eastern Europe. Our aim is to be the steady shoulder for all local and global market research players, whenever comes about unlocking the minds of this very challenged and, at the same time, unique part of the world. Local experts know better. The deep knowledge of each Eastern market we cover backed up by our managing team’s extended expertise in online market research enables us to have a strong sense of accuracy in determining incidences, finding our hard-to-get targets, providing national representative structures and suggesting caveats or feasible approaches fit to all countries in our portfolio. That counts as a risk-free way of collecting information in the CEE area, since it saves both time and money resources. 1.6+ million double or 4 times opt-in online panel members in the Central and Eastern Europe. We cover the vast majority of the Eastern markets, including Russia, Turkey, Poland, Romania, Bulgaria, Ukraine, Greece and many others. Just look through this document to understand more about how we can serve your needs or simply drop us an email at rfq@brainactive-mr.com – we’d be happy to hearing from you! Get all from one safe place. We have grown into a one-stop shop facility for all global market research consumers interested in the CEE, who benefit from the advantages of online methodology over traditional ones. From online survey programming and hosting until data delivery in the formats you need, BrainActive covers it all. We deliver high quality, motivated online CEE samples to fully support all your global research needs. Smart processes = less time & costs for you. This is why we take pride in using one of the most efficient communication systems in the market research industry, the Unique Point of Contact. Translation? Forget about contacting five people, located in five different countries and generate an unlimited email exchange process in approximate English, which often makes the whole thing lot complicated than it should be. Use your time wisely. Get faster, more reliable and trustful data together with lower risks, lower costs and fewer headaches. Just focus on the things that matters most to you. The time zone advantage is on your side. The fact that we’re actually located in the CEE gives you the opportunity to have at least one thing off your daily “to-do” list. We’re working during your off-business hours and we’re producing out of Bucharest, Romania. That means lower costs for us and higher cost-flexibility for you. BrainActive Research Go where they go. Follow their minds. 3 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  4. 4. Consumer Panel Book Panel facts summary Last Update: Jul-09 Country Total Austria 189,229 Belarus 9,949 Bulgaria 22,943 Croatia 9,572 Czech Republic 66,291 Estonia 18,302 Greece 49,714 Hungary 106,631 Kazakhstan 7,094 Latvia 16,711 Lithuania 14,751 Poland 272,831 Romania 73,433 Russia 458,035 Serbia 1,600 Slovakia 2,000 Slovenia 29,170 Turkey 209,381 Ukraine 43,430 Total 1,601,066 The following pages detail our July 2009 panel access features. From simple figures to national representative structure and special caveats when running online research in a particular market, you can find it all here. If you need more info we’d be happy to hear from you at rfq@brainactive-mr.com. 4 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  5. 5. Austria AUSTRIA Country Austria General population 8,249,000 Estimated Population Online 5,856,790 Internet penetration 71% Panel size* 189,229 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Austria Internet usage stats Professional education Further Austrian panel profiling Children <18 in hhld Market size Feasible Census Rep quotas Students in university Income Working position Marital status BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 48.7% 48.0% 90,830 55.0% Female 51.3% 52.0% 98,399 45.0% Age 15-29 26.8% 40.7% 77,016 39.0% 30-44 31.5% 36.3% 68,690 36.0% 45-59 18.6% 17.9% 33,872 20.0% 60+ 23.1% 5.1% 9,651 5.0% Region East Austria (Burgerland, Lower Austria, Vienna) 42.7% 51.9% 98,210 Southern Austria (Carinthia, Styria) 21.3% 18.6% 35,197 To be available soon Western Austria (Upper Austria, Salzburg, Tirol, Vorarlberg) 36.0% 29.5% 55,823 Household size Household Size 1 15.6% 17.9% 33,872 Household Size 2 27.9% 31.5% 59,607 Household Size 3 21.9% 22.6% 42,766 To be available soon Household Size 4 20.6% 18.2% 34,440 Household Size 5+ 14.0% 9.8% 18,544 Education Low: Volks-/Hauptschule / AHS Unterstufe / Sonderschule 27.1% 22.4% 42,387 17.0% Medium: AHS Oberstufe / BHS / BMS / Polytech.Schule 26.9% 20.5% 38,792 62.0% High: Matura, (Fach-)Hochschulreife 10.2% 50.1% 94,804 21.0% Other education 35.8% 6.9% 13,057 Working status Active (Full time, Part time, self employed, unemployed) 48.8% 61.9% 117,133 To be available soon Inactive (Never worked, Retired, Student/Pupil) 51.2% 39.1% 73,989 Employment status Employed 45.8% Unemployed 3.0% Parental leave 1.5% Students 5.8% To be available soon To be available soon To be available soon Under the working age (15 y.o.) 15.3% Retired 21.5% Housewife 5.2% Other 1.9% Market size Less than 5.000 habitants 29.3% 55,444 40.0% 5.000 – 50.000 habitants To be available 29.7% 56,201 25.0% 50.000 – 1 Million habitants soon 13.7% 25,924 35.0% More than 1 Million habitants 27.3% 51,660 Net annual income per household member under 15,000 EUR 20.0% 19.0% 35,954 from 15,001 to 21,000 EUR 20.0% 20.9% 39,549 from 21,001 to 30,000 EUR 30.0% 22.8% 43,144 To be available soon from 30,001 to 39,000 EUR 20.0% 20.5% 38,792 from 39,001 to 48,000 EUR 7.0% 9.6% 18,166 more than 48,001 EUR 3.0% 7.2% 13,625 5 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  6. 6. Austria Marital status Single 30.8% 60.5% 114,484 Married 52.8% 28.6% 54,120 To be available soon Divorced 7.8% 10.0% 18,923 Widowed 8.6% 0.9% 1,703 INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 69% No 31% Internet connection type at home HHlds with Internet Refers to: access at home Broadband connection 79% Dial-up access over normal telephone line or 18% ISDN Mobile phone over narrowband (WAP, GPRS, 6% etc.) Place of connection Persons 16-74 who Refers to: used Internet in the past 3 months At home 80% Place of work (other than home) 51% Other places 10% Frequency of Internet usage Persons 16-74 who Refers to: used Internet in the past 3 months Every day or almost every day 68% At least once a week (but not every day) 24% At least once a month (but not every week) 6% Less than once a month 2% FURTHER PANEL PROFILING BrainActive PANEL BrainActive PANEL MORE DEMOGRAPHICS (%) (#) Children <18 in household Yes 24.7% 46,740 No 75.3% 142,490 Students enrolled at university Yes 14.2% 26,871 No 85.8% 162,359 Working position Labourer / skilled labourer 20.9% 39,549 Employee / civil servant 34.7% 65,663 Senior employee / civil servant 18.5% 35,007 Freelance / professional 13.4% 25,357 Management / director 6.4% 12,111 Proprietor 6.1% 11,543 Professional education Apprenticeship with certificate 32.5% 61,499 Apprenticeship without certificate 2.8% 5,298 Studies with certificate 20.9% 39,549 Studies without certificate 19.9% 37,657 No apprenticeship (yet) 23.8% 45,037 Source: (1) Eurostat 2008 (2) Statistik.at (2008) 6 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  7. 7. Belarus BELARUS Country Belarus General population 9,685,768 Estimated Population Online 2,809,800 Internet penetration 29% Panel size* 9,949 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Belarus Internet users Cautions & learnings about running online research in Belarus Working status profile Feasible Census Rep quotas Occupation Children in household Income Household size Area of employment Urbanization BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 46.6% 45.1% 4,487 55.0% Female 53.4% 54.9% 5,462 45.0% Age 16-24 18.6% 45.0% 4,477 45.0% 25-34 17.2% 34.5% 3,432 27.0% 35-44 20.4% 11.1% 1,104 18.0% 45-54 14.5% 7.4% 736 9.0% 55+ 29.3% 1.5% 149 1.0% Region Brest 14.8% 13.8% Vitebsk 13.1% 6.2% Gomel 15.1% 11.6% Grodno 11.4% To be available soon not yet available 6.1% Minsk-City 18.9% 21.7% Minsk 15.0% 21.0% Mogilev 11.6% 12.5% Marital status Never married 57.8% 5,750 54.0% Married/Live together To be available 30.6% 3,044 39.0% Divorced soon 9.9% 985 4.0% Widowed 1.7% 169 3.0% Education Elementary 1.9% 189 Secondary 12.4% 1,234 Specialized secondary To be available 18.6% 1,850 To be available soon Higher education in progress soon 25.2% 2,507 Completed higher education 40.7% 4,049 Doctorate degree 1.3% 129 Working status Employed 47.0% 73.3% 7,292 To be available soon Not employed 53.0% 26.7% 2,656 Children in household Have any children 14.3% 44.0% 4,377 0 to 24 months 21.6% 946 2 to 3 years 13.9% 608 4 to 6 years 20.9% 915 To be available To be available soon 7 to 10 years 19.7% 862 soon 11 to 14 years 15.4% 674 15 to 18 years 14.1% 617 Over 18 years 28.1% 1,230 Household size Household Size 1 26.2% 10.0% 995 5.0% Household Size 2 26.2% 20.0% 1,990 17.0% Household Size 3 22.2% 34.0% 3,383 34.0% Household Size 4 18.6% 27.0% 2,686 33.0% Household Size 5+ 6.8% 9.0% 895 11.0% 7 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  8. 8. Belarus Monthly Household Income Per Family Member (Russian Rubles) Less than 3000 9.0% 895 3000-5000 11.0% 1,094 5000 - 10000 22.0% 2,189 10000 - 15000 14.0% 1,393 To be available 15000 - 20000 7.0% 696 To be available soon soon 20000 - 50000 8.0% 796 50000 - 100000 3.0% 298 More then 100000 1.0% 99 Not sure 25.0% 2,487 Occupation Head of the company / General manager / Chief Executive Manager/Deputy director 4.4% 434 Division head / Head of organizational unit / Head of department To be available 6.6% 655 To be available soon Specialist, no subordinates soon 65.6% 6,524 White-collar worker 17.7% 1,764 Blue Collars 3.7% 363 Others 2.1% 206 Urbanization Urban 73.9% To be available soon not yet available To be available soon Rural 26.1% Sources: (1) InternetWorldStats.com (2008), (2) http://belstat.gov.by (2008) 8 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  9. 9. Bulgaria BULGARIA Country Bulgaria General population 7,262,675 Estimated Population Online 2,367,632 Internet penetration 33% Panel size 22,943 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Bulgaria Internet usage stats Household size Further Bulgarian panel profiling Employee company size Income Feasible Census Rep quotas Car owners Working status Internet connection type Occupation BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 48.8% 32.7% 7,504 50.5% Female 51.2% 67.3% 15,438 49.5% Age 18-24 15.3% 24.0% 5,506 31.8% 25-34 19.1% 36.0% 8,259 28.7% 35-44 17.7% 17.0% 3,900 20.1% 45-54 18.0% 14.0% 3,212 14.4% 55+ 30.0% 9.0% 2,065 5.0% Region Northwest Region 7.0% 5.1% 1,177 North Central Region 14.9% 13.0% 2,978 Northeast Region 16.6% 14.1% 3,223 Southwest Region 11.7% 7.3% 1,679 To be available soon Sofia 14.8% 34.7% 7,961 South Central Region 24.9% 17.2% 3,942 Southeast Region 10.1% 8.6% 1,980 Household size Household Size 1 8.5% 6.8% 1,567 Household Size 2 25.8% 20.6% 4,719 Household Size 3 26.0% 33.5% 7,681 To be available soon Household Size 4 24.6% 28.9% 6,619 Household Size 5+ 15.1% 10.3% 2,358 Income per household/month (Bulgarian Leva) 1-300 BGN 4.1% 943 301-500 BGN 10.8% 2,485 501-750 BGN 15.7% 3,609 751-1000 BGN 19.4% 4,444 1001-1500 BGN To be available soon 20.0% 4,584 To be available soon 1501-2500 BGN 12.8% 2,937 2501-4000 BGN 4.4% 1,007 More than 4000 BGN 1.6% 374 No answer/Don't know 11.2% 2,563 Working status Active (Full time, Part time, self employed, unemployed) 57.2% 65.0% 14,913 To be available soon Inactive (Never worked, Retired, Student/Pupil) 42.8% 35.0% 8,030 Occupation Company owner 7.0% 1,606 Top-manager 5.0% 1,147 Manager 12.0% 2,753 Specialist 24.0% 5,506 White collar To be available soon 30.0% 6,883 To be available soon State employee/military man 5.0% 1,147 Qualified worker 11.0% 2,524 Unqualified worker 2.0% 459 Other 3.0% 688 9 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  10. 10. Bulgaria INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 25% No 75% Internet connection type at home HHlds with Internet Refers to: access at home Broadband connection 82% Dial-up access over normal telephone line or ISDN 17% Mobile phone over narrowband (WAP, GPRS, etc.) 8% Place of connection Persons 16-74 who Refers to: used Internet in the past 3 months At home 79% Place of work (other than home) 28% Other places 11% Frequency of Internet usage Persons 16-74 who Belarus Refers to: used Internet in the Belarus day Every day or almost every 61% past 3 months At least once a week (but not every day) 33% At least once a month (but not every week) 5% Less than once a month 1% Sources: (1) Eurostat 2008 (2) Bulgarian Statistics Institute (http://www.nsi.bg) (2008) 10 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  11. 11. Czech Republic CZECH REPUBLIC Czech Country Republic General population 10,220,911 Estimated Population Online 5,928,128 Internet penetration 58% Panel size* 66,291 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Czech Republic Internet usage stats Income Feasible Census Rep quotas Marital status Household size Working status BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 49.7% 50.0% 33,145 52.6% Female 50.3% 50.0% 33,145 47.4% Age 16-24 15.1% 35.0% 23,202 24.9% 25-34 21.5% 31.0% 20,550 27.4% 35-44 18.0% 17.0% 11,269 21.1% 45-54 17.2% 10.0% 6,629 15.5% 55-64 17.9% 6.0% 3,977 9.5% 65-74 10.3% 1.0% 663 1.6% Region CENTER (Střední Čechy,Praha) 22.9% 24.8% 16,453 33.1% EAST (Moravskoslezsko,Střední Morava) 24.1% 24.1% 15,956 13.3% NORTH-EAST (Severovýchod) 14.4% 11.8% 7,789 11.5% NORTH-WEST (Severozápad) 11.1% 11.8% 7,789 18.6% SOUTH-EAST (Jihovýchod) 15.9% 15.9% 10,554 8.0% SOUTH-WEST (Jihozápad) 11.5% 9.3% 6,192 10.9% Household size Household Size 1 9.7% 6.2% 4,103 Household Size 2 29.4% 19.0% 12,615 Household Size 3 24.2% 27.8% 18,402 To be available soon Household Size 4 27.1% 30.6% 20,278 Household Size 5+ 9.6% 16.4% 10,885 Monthly Household Income (Czech Krona - Kc) 0-10,000 Kc 4.7% 3,129 10,001-15,000 Kc 9.3% 6,132 15,001-20,000 Kc 16.6% 10,998 20,001-30,000 Kc 29.2% 19,330 To be available soon To be available soon 30,001-40,000 Kc 18.9% 12,502 40,001-50,000 Kc 8.6% 5,675 50,001 Kc and over 6.8% 4,508 Don't want to answer 6.1% 4,017 Working status Active (Full time, Part time, self employed, unemployed) 64.7% 57.9% 38,356 To be available soon Inactive (Never worked, Retired, Student/Pupil) 35.3% 42.1% 27,908 Marital Status Never married (single) 39.6% 26,278 Domestic partner (living as a couple) 11.2% 7,438 Married 38.1% 25,237 To be available soon To be available soon Separated (not divorced) 0.72% 477 Divorced 9.6% 6,337 Widowed 0.79% 524 11 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  12. 12. Czech Republic INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 25% No 75% Internet connection type at home HHlds with Refers to: Internet access at home Broadband connection 82% Dial-up access over normal telephone line or ISDN 17% Mobile phone over narrowband (WAP, GPRS, etc.) 8% Place of connection Persons 16-74 who used Internet Refers to: in the past 3 months At home 79% Place of work (other than home) 28% Other places 11% Frequency of Internet usage Persons 16-74 who used Internet Refers to: in the past 3 months Every day or almost every day 61% At least once a week (but not every day) 33% At least once a month (but not every week) 5% Less than once a month 1% Sources: (1) Eurostat 2008 (2) Czech Statistics on Information Society (2008) 12 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  13. 13. Croatia CROATIA Country Croatia General population 4,491,543 Estimated Population Online 1,985,262 Internet penetration 44% Panel size 9,572 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Croatia Internet usage stats Education Feasible Census Rep quotas BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) Gender Male 48.2% 46.8% 4,480 Female 51.8% 53.2% 5,092 Age 15-24 13.0% 24.9% 2,383 25-34 21.8% 33.7% 3,226 35-44 21.6% 22.8% 2,182 45-54 15.0% 18.6% 1,780 55+ 28.6% Region County of Zagreb 7.0% Krapina-Zagorje 3.2% Sisak-Moslavina 4.2% Karlovac 3.2% Varaždin 4.2% Koprivnica-Križevci 2.8% Bjelovar-Bilogora 3.0% Primorje-Gorski kotar 6.9% Lika-Senj 1.2% Virovitica-Podravina 2.1% Požega-Slavonia 1.9% To be available soon To be available soon Slavonski Brod-Posavina 4.0% Zadar 3.7% Osijek-Baranja 7.4% Šibenik-Knin 2.5% Vukovar-Sirmium 4.6% Split-Dalmatia 10.4% Istria 4.6% Dubrovnik-Neretva 2.8% Meðimurje 2.7% City of Zagreb 17.6% Working status Active (Full time, Part time, self employed, unemployed) 40.1% 64.3% 6,155 Inactive (Never worked, Retired, Student/Pupil) 59.9% 35.7% 3,417 Education Elementary school 20.9% 1.2% 115 Secondary school 62.4% 52.3% 5,006 High school/ University 16.7% 46.5% 4,451 Marital status Single 44.0% Married 53.1% To be available soon To be available soon Widowed 0.7% Divorced 2.2% 13 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  14. 14. Croatia INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 45% No 55% Internet connection type at home HHlds with Refers to: Internet access at home Broadband connection 59% Dial-up access over normal telephone line or ISDN 17% Mobile phone over narrowband (WAP, GPRS, etc.) 10% Household uses a DSL (e.g. ADSL, SHDSL, etc) 55% connection Place of connection Persons 16-74 who used Refers to: Internet in the past 3 months At home 85% Place of work (other than home) 44% Other places 6% Frequency of Internet usage Persons 16-74 who used Refers to: Internet in the past 3 months Every day or almost every day 71% At least once a week (but not every day) 22% At least once a month (but not every week) 6% Less than once a month 2% Sources: (1) Eurostat 2008 (2) Croatian Statistics Bureau (http://www.dzs.hr) (2008) 14 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  15. 15. Estonia ESTONIA Country Estonia General population 1,307,605 Estimated Population Online 863,019 Internet penetration 66% Panel size* 18,302 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Estonia Internet usage stats Children in household Feasible Census Rep quotas Occupation Working status Household size Urbanization Ethnics Income Online shopping habits BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 47.0% 40.0% 7,321 46.7% Female 53.0% 60.0% 10,981 53.3% Age 16-24 18.2% 20.7% 3,788 26.0% 25-34 18.5% 23.0% 4,209 24.9% 35-44 17.6% 24.0% 4,392 21.2% 45-54 18.3% 19.0% 3,477 16.7% 55+ 27.4% 13.0% 2,379 11.1% Region Northern Estonia (Harju county) 30.2% 8.6% City of Tallinn 22.9% 36.6% Western Estonia (Hiiu county, Lääne county, Pärnu county, Saare county) 9.3% 11.1% North-Eastern Estonia (Ida-Viru county) 9.8% To be available soon not yet available 9.9% Central Estonia (Järva county, Lääne-Viru county, Rapla county) 8.0% 9.9% Southern Estonia (Põlva county, Jõgeva county, Tartu county, Valga county, Viljandi county, Võru county) 19.8% 23.9% Marital status Never married 53.6% 9,809 Married/Live together To be available 35.5% 6,489 not yet available Divorced soon 9.0% 1,641 Widowed 2.0% 363 Education Elementary 28.7% 6.7% 1,221 17.9% Secondary 14.8% 28.1% 5,134 24.0% Specialized secondary 10.9% 31.2% 5,706 24.7% Higher education in progress 27.3% 18.6% 3,397 20.0% Completed higher education 18.0% 14.7% 2,691 13.1% Doctorate degree 0.3% 0.8% 153 0.3% Working status Active (Full time, Part time, Self employed, Unemployed) 78.1% 70.4% 12,884 76.0% Inactive (Never worked, Retired, Student/Pupil) 22.0% 29.6% 5,420 24.0% Children in household Have any children not applicable 35.0% 6,406 0 to 24 months 2.3% 3.5% 641 2 to 3 years 2.2% 3.2% 576 4 to 6 years 3.0% 5.3% 961 To be available soon 7 to 10 years 3.8% 4.9% 897 11 to 14 years 3.7% 3.5% 641 15 to 18 years 5.4% 2.8% 512 Over 18 years not applicable 2.5% 448 Household size Household Size 1 15.2% 12.0% 2,196 Household Size 2 27.9% 25.0% 4,575 Household Size 3 26.0% 35.0% 6,406 To be available soon Household Size 4 19.5% 21.0% 3,843 Household Size 5+ 11.4% 7.0% 1,281 Estonia 15 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  16. 16. Estonia Occupation Head of the company / General manager / Chief Executive Manager/Deputy director 4.0% 732 Division head / Head of organizational unit / Head of department To be available 8.0% 1,464 To be available soon Specialist, no subordinates soon 65.0% 11,896 White-collar worker 12.0% 2,196 Blue Collars 4.0% 732 Others 7.0% 1,281 Ethnics Estonians 69.1% Russians 25.8% Ukrainians 2.1% Byelorussians 1.2% Finns 0.8% Tatars 0.2% To be available soon To be available soon To be available soon Latvians 0.2% Poles 0.2% Jews 0.1% Lithuanians 0.2% Germans 0.1% Urbanization Urban population 69.4% 75.0% To be available soon To be available soon Rural population 30.6% 25.0% Income per year and per household (Estonian kroons) Less than 12684 kroons 19.5% 12685 - 25368 kroons 20.0% 25369 - 38052 kroons 20.1% To be available soon To be available soon To be available soon 38053 - 50736 kroons 19.6% More than 50737 kroons 20.2% INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 58% No 42% Internet connection type at home HHlds with Refers to: Internet access at home Broadband connection 94% Dial-up access over normal telephone line or ISDN 6% Mobile phone over narrowband (WAP, GPRS, etc.) 2% Place of connection Persons 16-74 who used Refers to: Internet in the past 3 months At home 87% Place of work (other than home) 39% Other places 5% Frequency of Internet usage Persons 16-74 who used Refers to: Internet in the past 3 months Every day or almost every day 68% At least once a week (but not every day) 25% At least once a month (but not every week) 6% Less than once a month 1% Online shopping habits Users of Internet commerce (16.33% of all Internet users) Books, magazines, e-learning material 20% Clothes, sports goods 31% Travel and holiday accommodation 31% Tickets for events 57% Source: Eurostat 2008 Sources: (1) Eurostat 2008 (2) Estonian Statistics Institute(2008) 16 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  17. 17. Greece GREECE Country Greece General population 10,772,816 Estimated Population Online 4,093,670 Internet penetration 38% Panel size* 49,714 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Major purchase decision Cautions & learnings about running online research in Greece Internet usage stats maker (HH) Further Greek panel profiling Car owners Decision maker - WORK Feasible Census Rep quotas Home owner Children in household Daily purchase decision Marital status maker (HH) BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 48.5% 53.4% 26,532 57.4% Female 51.5% 46.6% 23,182 42.6% Age 16-24 13.3% 18.8% 9,346 28.9% 25-34 19.8% 49.2% 24,459 30.2% 35-44 20.1% 22.0% 10,922 22.8% 45-54 18.0% 6.3% 3,112 12.6% 55-64 15.3% 3.6% 1,790 5.1% 65-74 13.4% 0.2% 75 0.4% Region Northern Greece (Macedonia & Thrace) 26.1% 23.7% 11,782 24.4% North Central Greece (Thessalia, Epirus, Ionian Islands) 13.6% 5.6% 2,784 10.5% Peloponnese and Western Greece 13.1% 6.8% 3,381 9.2% Central Greece (Attica, Sterea Elada) 37.1% 55.1% 27,392 47.0% Crete and Aegean Islands 10.0% 8.8% 4,375 8.9% Household size Household Size 1 9.6% 19.8% 9,830 Household Size 2 26.4% 40.2% 20,009 Household Size 3 24.8% 18.0% 8,972 To be available soon Household Size 4 28.0% 16.8% 8,328 Household Size 5+ 11.3% 5.2% 2,575 Monthly Household Income per Family Member (Euros) Under 600 euros 3.4% 1,690 2% 601- 900 euros 6.6% 3,286 4% 901 - 1200 euros 14.4% 7,135 9% 1201 - 1800 euros 17.0% 8,435 18% To be available soon 1801 - 2400 euros 15.8% 7,855 14% 2401- 3000 euros 12.8% 6,363 13% 3000 + euros 11.5% 5,717 17% Don't know 18.6% 9,247 22% Working status Active (Full time, Part time, self employed, unemployed) 50% 82% 40,517 65% Inactive (Never worked, Retired, Student/Pupil) 50% 19% 9,197 35% Education Grade/Elementary/Jr. High 30.9% 1.3% 651 High School/Secondary 37.2% 19.5% 9,704 College (not graduated) 18.6% 34.2% 17,002 To be available soon College graduate 12.0% 27.3% 13,572 Post-graduate degree 1.2% 17.7% 8,779 Marital status Single 39.7% 65.6% 32,617 Married 7.1% 0.3% 154 To be available soon Divorced 2.5% 4.4% 2,207 Widowed 50.8% 29.6% 14,735 Children in household (no. of 0-14 years of age) 0 67.5% 33,536 1 18.0% 8,967 2 10.8% 5,388 To be available soon To be available soon 3 2.3% 1,153 4 0.6% 322 5 or more 0.7% 348 17 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  18. 18. Greece INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 31% No 69% Internet connection type at home HHlds with Internet Refers to: access at home Broadband connection 73% Dial-up access over normal telephone line or ISDN 28% Mobile phone over narrowband (WAP, GPRS, etc.) 7% Place of connection Persons 16-74 who Refers to: used Internet in the past 3 months At home 70% Place of work (other than home) 43% Other places 22% Frequency of Internet usage Persons 16-74 who Refers to: used Internet in the past 3 months Every day or almost every day 60% At least once a week (but not every day) 26% At least once a month (but not every week) 10% Less than once a month 4% Sources: (1) Eurostat 2008 (2) Greek Statistics on Information Society (2008) 18 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  19. 19. Hungary HUNGARY Country Hungary General population 9,930,915 Estimated Population Online 5,213,730 Internet penetration 53% Panel size* 106,631 *Updated Jul-09 Scroll down to learn more about: There's even more info! See below: Cautions & learnings about running online research in Hungary Internet usage stats Working status Feasible Census Rep quotas Marital status Income BASIC DEMOGRAPHICS DEMOGRAPHIC CENSUS (%) BrainActive PANEL (%) BrainActive PANEL (#) INTERNET USERS (%) Gender Male 48.0% 51.7% 55,102 49.0% Female 52.0% 48.3% 51,530 51.0% Age 16-24 15.1% 17.2% 18,334 24.3% 25-34 20.9% 33.5% 35,705 28.2% 35-44 17.2% 30.3% 32,299 19.5% 45-54 18.9% 16.4% 17,490 17.1% 55-64 16.2% 2.3% 2,474 9.1% 65-74 11.7% 0.3% 329 1.8% Region Central Hungary 28.7% 34.3% 36,566 Transdanubia 30.7% 30.0% 31,984 To be available soon North and the Great Plain 40.6% 35.7% 38,081 Household size Household Size 1 9.0% 6.2% 6,600 Household Size 2 25.6% 19.0% 20,292 Household Size 3 23.7% 27.8% 29,601 To be available soon Household Size 4 25.1% 30.6% 32,618 Household Size 5+ 16.6% 16.4% 17,509 Monthly Household Income (Hungarian Forint) 100 000 Ft or less 9.9% 10,608 100 001 - 125 000 Ft 10.7% 11,459 125 001 - 150 000 Ft 10.9% 11,619 150 001 - 175 000 Ft 9.8% 10,438 To be available 175 001 - 200 000 Ft 11.9% 12,712 To be available soon soon 200 001 - 250 000 Ft 13.9% 14,855 250 001 - 300 000 Ft 8.9% 9,484 300 001 Ft or more 8.6% 9,221 Prefer not to answer 15.2% 16,237 Working status Active (Full time, Part time, self employed, unemployed) 55.9% 77.0% 82,064 To be available soon Inactive (Never worked, Retired, Student/Pupil) 44.1% 23.0% 24,567 Marital Status Never married (single) 28.7% 30,561 Domestic partner (living as a couple) 19.2% 20,431 Married To be available 40.1% 42,716 To be available soon Separated (not divorced) soon 2.3% 2,453 Divorced 8.6% 9,170 Widowed 1.2% 1,290 19 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com
  20. 20. Hungary INTERNET CONNECTION AND USAGE STATISTICS Internet connection at home Refers to: All households Yes 38% No 62% Internet connection type at home HHlds with Refers to: Internet access at home Broadband connection 86% Dial-up access over normal telephone line or ISDN 13% Mobile phone over narrowband (WAP, GPRS, etc.) 8% Place of connection Persons 16-74 who used Refers to: Internet in the past 3 months At home 74% Place of work (other than home) 40% Other places 11% Frequency of Internet usage Persons 16-74 who used Refers to: Internet in the past 3 months Every day or almost every day 72% At least once a week (but not every day) 22% At least once a month (but not every week) 5% Less than once a month 1% Sources: (1) Eurostat 2007; (2) Gemius September 2007 20 BrainActive Research 28 Rucar, 012257 Bucharest, Romania Email: rfq@brainactive-mr.com Go where they go. Follow their minds. Tel: +40 743 555 032 Web: www.brainactive-mr.com

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