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New trends in Estonian Internet
2008-07-22
Download the Estonian version of press release
An analysis based on gemiusAudience research for the period of 2006 and 2008 exposes two main trends leading the Estonian Internet. It has revealed a significant increase in the rate of older groups of Internet users. Furthermore, as the results indicate, Estonian Internet users began to earn more.
Using the Internet is first of all associated with the younger groups of World Wide Web users. The picture of the Estonian Internet presented in the results of Gemius’ research shows that Estonian Internet becomes “older” and shares of Internet users in the groups aged 45-54 and +55 are growing.
Comparing the results of gemiusAudience research from the time period of April 2006 and April 2008, it has been noticed that the development of the Estonian Internet is heading for a new direction. Namely, an increase in the share of older groups of Internet users was observed. At the same time the younger groups of Internet users were reduced. There is a slight decrease in the share of Internet users aged 15-24. The percentage rate in April 2006 for that age group was appropriately 31.23%. In April 2008 there were only 27.47% of them.
When it comes to the age groups of 45-54 and +55, the situation is directly opposite. The groups of Internet users aged 45-54 and +55 have grown. A total of 15.79% were users aged 45-55 in April 2006 and in the same month in 2008 they already constituted to 16.91%. In the group aged +55 the percentage rate amounted to 10.65% in April 2006 and in April 2008 the indicator was far greater – 13.72%.
“The changes in shares of different age groups are of course caused by the fact that younger groups of Estonian Internet users are becoming older with the time passing. But I am also convinced that more and more older people are finally certain that Internet is a great medium not only for the young people. The best proof of the engagement of older people in the Internet is when you look at social networking website like Rate.ee that is typically perceived as website for young people. However, more than 16% of its audience are people older than 44”, − explains Toomas Tepomes, Director of Gemius Eesti.
The second interesting trend observed in Estonian Internet is that Estonians began to earn more money. It has been noticed that in April 2008 the percentage points of the groups of Internet users who earned below 4000kr decreased. A meaningful growth in the rates of groups of Internet users whose income constitutes above 15 000kr was marked. The share of Estonian Internet users who earned above 15 000kr in April 2006 was 2.67% but in the same month in 2008 it was already 5.41%, which is up to 2.78 percentage points more.
To sum up, an insight into the trends of the Estonian Internet was possible thanks to the gemiusAudience research. The results provided up-to-date knowledge about the changes in shares of the Estonian audience during the time period of April 2006 and April 2008. Moreover, the news and trends in the usage of this medium in Estonia were also disclosed. Internet currents spotted on the Estonian online market mirrored how technologically advanced and susceptible to changes the society in this country is.
gemiusAudience research is a standard for audience measurement on the biggest Estonian web sites. gemiusAudience is a reach/frequency audience measurement type of research and consists of creating and maintaining a panel of the Estonian Internet users research together with a ‘site-centric’ type of research.
Gemius Eesti OÜ is a part of the largest online research agency providing its services in Central and Eastern European markets – Gemius SA.
Gemius SA provides professional research, analytical and advisory services to all brand name clients of the online market. We offer a wide range of complex research types, providing data on: the Internet users’ behavior (gemiusTraffic), Internet audience profiles (gemiusProfile) or online advertising campaign effectiveness (gemiusEffect).
Download the complete version in the Word file
Contact: toomas.tepomes@gemius.com