1. GALLUP Grunnlag for bedre beslutninger 1 The Internet in Norway Methods, The market, Electronic newspapers: A second update http://www.gallup.no/menu/media EMRO meeting 18 May 1999, Voss, Norway Helge Holbæk-Hansen, Norwegian Newspaper Publishers’ Association: helge.holbaek@nal.no Knut-Arne Futsæter, Norsk Gallup Institutt A/S: knutarne@gallup.no

2. GALLUP Grunnlag for bedre beslutninger 2 Introduction 1. The WebMeasure system 2. Web interviewing by Pop-up surveys 3. Consumer & Media and Gallup’s Web Topp 4. Does the online edition cannibalize the printed edition?

3. GALLUP Grunnlag for bedre beslutninger 3 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 How can the measurement challenges be solved Interview surveys: Gallup’s InterBusiness Gallup’s InterBuss Gallups InterTrack Gallup’s Web Topp WebMeasure Pop-up surveys: standardized concepts such as Gallup Sitetest See Internet in Norway EMRO 1997 and 1998

4. GALLUP Grunnlag for bedre beslutninger 4 1. The WebMeasure systemGallupNexus UserUserUserUser UserUserUserUser Fire- Wall Proxy Server PC Cache RAM Cache Server (log file) http://www.imrworldwide.com/ BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998

5. GALLUP Grunnlag for bedre beslutninger 5 Experience with WebMeasure in Norway  A critical test period which might end by WebMeasure becoming standard for measuring traffic on the websites.  Norsk Gallup Institutt has installed WebMeasure at our home page gallup.no and on several large external sites.  The installation and reporting of the data has gone smoothly, with the exception of Java-applet. As it turns out, it takes an unduly amount of time for some users to open the page because of Java-applet.

6. GALLUP Grunnlag for bedre beslutninger 6 On-line reporting: Data for an electronic newspaper in Norway Summary Number of visits per hour Top 10 sections by exposures Average visit duration in seconds

7. GALLUP Grunnlag for bedre beslutninger 7 2. Web interviewing by Pop-up surveys

8. GALLUP Grunnlag for bedre beslutninger 8 Quality and response rate on Pop-up surveys  As many as 2 out of 3 Internet users state it to be unlikely for them to answer Pop- up surveys on the Internet!  Only 30% were willing to fill out even very short and simple questionnaires!  7% of the respondents stated that they have given incorrect information when filling out Pop-up surveys. Percentage 397 interviews among those who have used Internet at least once the last month.

9. GALLUP Grunnlag for bedre beslutninger 9 WHY such a low response rate?  Different culture among the surfers  “Difficult” audience on the net: Younger, modern oriented etc.  Poor questionnaire design  Technical problems due to downloading time, different browsers, different and illegible computer screen pictures.  The length of the questionnaires  Lack of incentives  Problems due to anonymity

10. GALLUP Grunnlag for bedre beslutninger 10 Low response rate and self selection WHO answers Pop-up surveys?  A research project with NRK and Norsk Regnesentral.  20.000 interviews by CATI about satisfaction and attitudes towards NRK Interaktiv.  The CATI interviews will in their turn be analysed in connection with a Pop-Up survey on NRK.no.

11. GALLUP Grunnlag for bedre beslutninger 11 3. Consumer & Media and Gallup’s Web Topp Gallup‘s Web Topp  Weekly (estimated from the frequency question) and daily reach (yesterday) are measured by Consumer & Media.  Data are reported to the customers by e-mail, made available electronically by Pulsar Internett, Gallup PC and published on Gallup’s homepage.  For the time being, the Web Topp acts as the only “official” survey for Norwegian websites, but can be supplied by WebMeasure within the year. Source: EMRO paper from 1997 under the same title. http://www.gallup.no

12. GALLUP Grunnlag for bedre beslutninger 12 The development of Internet in Norway Total access to Internet 1.quarter of 1999, 46% were connected to Internet, compared to 13% in November 1995. Monthly reach 33% have logged onto the Internet in the course of the last 30 days. Daily reach The Internet has an average daily reach of 10%. Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more. Percentage

13. GALLUP Grunnlag for bedre beslutninger 13 The Internet compared to other electronic media Source: Gallup’s Media Barometer 1998. Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage. Daily reach of electronic media Percentage

14. GALLUP Grunnlag for bedre beslutninger 14 4. Are the electronic editions cannibalizing the print: Daily reach of the electronic titles Source: Approximately 10000 interviews from first quarter of 1999 from Consumer & Media. 36,484 persons equal 1%. Number of persons in thousands

15. GALLUP Grunnlag for bedre beslutninger 15 Daily reach of the largest online editions Source: 6148 interviews during weeks 33-41 1996, 3907 interviews during weeks 8-14 1997, approximately 10000 interviews from first quarter of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.

16. GALLUP Grunnlag for bedre beslutninger 16 Who are the readers of VG and VG.no? Indexes Print daily VG.no daily Index’s the average is 100. There is a 79% greater possibility to reach someone who reads VG.no among those who are between 20-39 years compared to the rest of the population. Source: Consumer & Media 99/1

17. GALLUP Grunnlag for bedre beslutninger 17 Daily: Separate and double reach for VG and VG.no Only VG 1.281.000 Only VG.no 48.000 Source: Consumer & Media 99/1  55% of those who visit VG.no also read at least one copy of the printed edition, versus 36,7% for the total population.  Consequently, there is a strong positive connection between reading of the printed and online edition. Both 59.000

18. GALLUP Grunnlag for bedre beslutninger 18 Development in separate and double reach for VG  The number of people who only read the online edition daily increased from 9.000 in 1996/1997 to 48.000 in 1998. This means an increase of 39.000 readers or more than 500%.  The number of people who read both editions increased from 13.000 to 59.000. This means an increase of 46.000 readers or more than 400%.  The number of people who only read the printed edition declined from 1.371.000 to 1.281.000. This means a decline of 90.000 readers or 6,6%.  A total of 1.388.000 people either read the printed edition or the online edition. This is a decline of 5.000 or 0,4%. Source: Consumer & Media Daily number of readers

19. GALLUP Grunnlag for bedre beslutninger 19 The Gallup Compass for VG and VG.no Both Online edition only Print only

20. GALLUP Grunnlag for bedre beslutninger 20 Yes, I’ll have both please!

21. GALLUP Grunnlag for bedre beslutninger 21 Future perspectives New methodical challenges  More methods of various quality will be used.  Demand for quicker answers from the researchers  Different methods depending on what we want to answer