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

1. Moldovan Internet
Landscape
First audience data
Catalin Emilian
Gemius
Chisinau, 03.09.2012

2. Hybrid approach to internet
measurement
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. 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. Methodology

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. 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. 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. 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. Cookie Panel
• Recruited online
• 2839 members
• Monitoring through site-centric scripts and cookies
• Monitoring of panelists’ behavior on websites with
site-centric scripts

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. 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. 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. 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. Data integration
• Study rules
• Procedures
• Data filtering
• Real User alghoritm
• Panels calibration
• Media trees

15. Study results
• Provided on
quarterly basis
• Analytical
application
Test results:
http://netmonitor.gem.pl/gA_Moldova/gA_2012_07_Moldova_all.gem

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. Moldovan Internet market among other

18. Moldovan Internet market among other

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. Moldovan Internet – main characteristics
54% of Moldovan online audience are men, 46% - women
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

21. Moldovan Internet – main characteristics
Only 47 % of page views are made by men; women browse more
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

22. Moldovan Internet – main characteristics
Men spend significantly less time online than women
29:32
20:06
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

23. Moldovan Internet – main characteristics
Age group 20-29 is most represented on the internet
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

24. Moldovan Internet – second youngest population in CEE
Share of people in the age group 15-34

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. Moldovan Internet – high share of best educated users
Share of people with higher education

27. Top websites in Moldova
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

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. 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. For more information explore the data 
Source: BATI Internet Audience Measurement, gemiusAudience July 2012.

31. THANK YOU
Join us @: Contact:
Facebook.com/GemiusGroup Catalin Emilian
Twitter.com/Gemius Country Manager Romania & Moldova
Slideshare.net/Gemius_com catalin.emilian@gemius.com
YouTube.com/WwwGemiusCom