GALLUP Grunnlag for bedre beslutninger The Internet in Norway Methods The market Electronic newspapers EMRO meeting 1997, Spain 11 June Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association Knut-Arne Futsæter, Norsk Gallup Institutt A/S

GALLUP Grunnlag for bedre beslutninger Introduction  There has been immense media coverage and hoopla about the Internet and the World Wide Web since they became household words in Norway in 1995, and the imminent death of printed media was predicted once again.  I 1996 the Net began to be commercially interesting, and joint circulation measurements were launched. Discussion about the various surveying techniques picked up speed in  Through this presentation we hope to describe the use of the Internet in Norway: how it competes with traditional media, and, not least, raise a few questions relating to methods.

GALLUP Grunnlag for bedre beslutninger 3 Reach - medium Circulation Attention Comm. effect Sales effect? Reach - ad Advertiser Ad sales rep Advertising dependent Advertising independent Distance between buyer and seller

GALLUP Grunnlag for bedre beslutninger 4 Sales Market share KnowledgeAttitudes Behaviour intention Seen/ read/ heard Remember elements Read or looked at... Heard/seen at least 2 minutes Registered presence channel/30 sec. Been at the cinema Used the Internet Circulation Channel distribution radio/TV Internet subscription Page traffic Radio/TV: 5 min./seconds Circulation Reach - medium Circulation Attention Comm. effect Sales effect? Reach - ad From circulation to sales

GALLUP Grunnlag for bedre beslutninger 5 DM Film TV W. mag. Newsp. Internet Radio Possibility Exposed Compr. Influenced Reacted Sensory pos. Read - response Been to the movies Registered on Meter Listened drg. inter. Read or looked at Used - reacted Advertising independent Advertising dependent What can be measured?

GALLUP Grunnlag for bedre beslutninger Interview surveys Advantages  We know the respondent, and have demographic and psychographic data.  Comparable data with other media.  Connection to market information (Consumer & Media’s target group information). Disadvantages  Only relevant for large Web sites and their main pages.  Limited level of detail on Internet data - only on media/title level.

GALLUP Grunnlag for bedre beslutninger Server measurements Advantages  High degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements.  Quick and effective reporting.  Inexpensive to collect. Disadvantages  Rarely know the respondent.  Does not register the number of different users.  For the time being there is no joint registration device and calculation method, and consequently no comparable figures.  Technical problems such as frames, proxy, caching, refreching etc. that must be solved.

GALLUP Grunnlag for bedre beslutninger PC meters Advantages  Know the respondent.  Demographic and to an extent opportunities for other variables, although limited.  Comparable figures.  High degree of detail by which single pages, advertisements and click-throughs for advertisements can be measured.  Can track surfing patterns. Disadvantages  Expensive.  Panels are vulnerable to fast changes in the universe, a characteristic of the Internet!  Only possible in the home market, because access to workplaces is doubtful.  Will only measure the most popular sites.  Samples are far too small.

GALLUP Grunnlag for bedre beslutninger 9 Have used the Internet Have access to the Internet Have looked at the page Have looked at the advertisement Sales effect? Have used the electronic service Interview surveys: Consumer market Business market Server measurements and PC meters: PC meter panel Server measurements What can measure what?

GALLUP Grunnlag for bedre beslutninger Nationally representative sample of 1,000 private individuals aged 13 and up. Was carried out the first time in the autumn of Telephone interview (CATI) quarterly (Feb, May, Aug and Nov). We ask over 100 questions, including the following subjects: 1. Access to, use of and purchase plans for PC and Internet 2. Use of a number of services/vendors 3. Attitudes and expectations - services 4. Attitudes and use - pay-services 5. Purchase of goods and services. Interview surveys (1): Gallup’s InterBuss for the consumer market

GALLUP Grunnlag for bedre beslutninger Interview surveys (2): Gallup’s InterBusiness for the business community A quarterly survey (Feb, May, Aug and Nov) carried out the first time in November Daytime telephone interview (CATI) among 600 company heads with five or more employees. We ask about 70 questions, including the following subjects: 1. Access to, use of and purchase plans for PC, Internet and Intranet 2. Use of a number of services/suppliers. 3. Attitudes and expectations - services (eg advertising) 4. Attitudes and use - pay-services 5. Purchase and sales of goods and services

GALLUP Grunnlag for bedre beslutninger Interview surveys (3): Consumer & Media and Gallup’s InterTrack InterTrack is a continuous reporting of data from Consumer & Media. Measurement of access and use with nationally representative sample of 30,000 private persons aged 13 and more. Reporting via Gallup Pulsar Internet of 2,800 interviews to customers each month. Under an agreement with NAL and other organisations, we also measure Norwegian newspapers that are on the Internet and pure electronic titles/media. Weekly (estimated from the frequency question) and daily reach (yesterday) are measured.

GALLUP Grunnlag for bedre beslutninger Questions 1. Access to the Internet Do you have access to the Internet at home, at work, at school or other places? 2. Monthly reach of the Internet Excluding sending and reading electronic mail, have you used or logged onto the Internet during the last 30 days? 3. Daily reach of the Internet: (Have used the Internet in the last 30 days). Excluding sending and reading electronic mail, did you use or log onto the Internet yesterday? 4. Weekly reach of electronic titles: (Have used the Internet in the last 30 days). How many of the last seven days have you visited.....(name of title) on the Internet? 5. Daily reach of electronic titles: (Have read at least one day in question 4.) Did you visit... (name of title) on the Internet yesterday? Questions from August 1997

GALLUP Grunnlag for bedre beslutninger Use of the Internet in Norway (1): Access to the Internet Source: Gallup’s InterTrack for April ,326 interviews from Consumer & Media

GALLUP Grunnlag for bedre beslutninger Use of the Internet in Norway (2): Monthly and daily reach Source: Gallup’s InterTrack for April ,326 interviews from Consumer & Media

GALLUP Grunnlag for bedre beslutninger Who uses the Internet? Source: Gallup’s InterTrack for April ,326 interviews from Consumer & Media among people who have used the Internet in the last 30 days.

GALLUP Grunnlag for bedre beslutninger Gallup’s Compass

GALLUP Grunnlag for bedre beslutninger Which services are used the most? Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 days. Norwegian Net newspapers are among the most popular services.

GALLUP Grunnlag for bedre beslutninger Why do we surf? Source: Gallup’s InterBuss May 1997 among people who have used the Internet in the last 30 dayse.

GALLUP Grunnlag for bedre beslutninger Gallup’s InterBusiness 32% of Norwegian companies with five or more employees have Internet access (November 1996: 25%). 37% have , and 9% Intranet. 14% have their own homepage. 12% have advertised, and 19% plan to advertise on the Internet.

GALLUP Grunnlag for bedre beslutninger Use of electronic newspapers in Norway Approx. 70 of the country's 150 newspapers have their own homepage on the Internet. Newspaper homepages are among the most visited sites on the Net. From being pure copies of the printed editions, most online editions today have their own design and editorial content.

GALLUP Grunnlag for bedre beslutninger The Internet compared to other media Source: Gallup’s Media Barometer 1996 of May Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage. Daily reach of electronic media

GALLUP Grunnlag for bedre beslutninger Number of readers of online editions Source: 6148 interviews during weeks and 3907 interviews during weeks from Consumer & Media. 36,213 persons equal 1%.

GALLUP Grunnlag for bedre beslutninger Daily reach of online editions Source: 6,148 interviews during weeks and 3,907 interviews during weeks from Consumer & Media. 36,213 persons equals 1%.

GALLUP Grunnlag for bedre beslutninger Who reads online editions? (1): Age and sex Source: Consumer & Media weeks with 3,907 interviews. Read Net editions on an average day.

GALLUP Grunnlag for bedre beslutninger Who reads online editions? (2): Education and household income Source: Consumer & Media weeks with 3,907 interviews. Read Net editions on an average day. Hege: NB: Sjekk teksten på notatsiden her, den er for lang selv med liten skrift. Hege: NB: Sjekk teksten på notatsiden her, den er for lang selv med liten skrift.

GALLUP Grunnlag for bedre beslutninger Advertising on the Internet in Norway Source: Internet Kanal1 (

GALLUP Grunnlag for bedre beslutninger Advertising turnover in 1996 in Norway TV Newspapers W. mag. Trade j. Radio Billboards/Posters Cinema Internet Source: Norwegian Advertising Statistics (Norsk Reklamestatestikk).

GALLUP Grunnlag for bedre beslutninger Political implications  The main goal is to establish standards for measuring "visits" to online editions and readers of online editions which can be accepted by the market on the same level as the circulation and readership of paper editions.  It's important that the measurement standards that are established are not only recognised nationally.