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The Slovenian advertising chamber (SOZ) is setting new standards appointing Valicon as the contractor and Gemius as the subcontractor for providing online audience measurement
2009-08-03
Slovenia is the 16th country where gemiusAudience methodology has been approved as the standard for internet web site profiling. The research and consulting company Valicon, together with online research agency Gemius, as a subcontractor, has delivered for MOSS the first official insights into the behaviour of Slovenian internet users for June 2009.
Both companies provide credible, transparent and regionally comparable data on web site traffic and user profile for MOSS (Merjenje Obiskanost Spletnih Strani), a local Joint Industry Committee. MOSS, which operates under jurisdiction of the Slovenian Advertising Chamber (Slovenska Oglaševalska Zbornica), will be also the official name of the gemiusAudience research in Slovenia. The contract for results delivery has been signed until the end of the 2011, with Valicon as the main contractor and Gemius providing its state-of-art know-how as the subcontractor.
In fact, Gemius and Valicon have been working together on the gemiusAudience project in Slovenia since 2007, when the first data about this market was provided. The victory in the tender organised by MOSS confirmed that the country needs providers with an overview of the whole region and its trends. It also proved that Slovenian publishers and agencies need more than web site traffic rankings. Most of all they are willing to invest in a practical media planning tool, which will enable them to prepare e-marketing strategies based on the structure of internet users and their usage habits. Also the range of statistics and amount of deliverables is higher than the previous provider offered. It is also worth mentioning that the publishers not only obtain their own statistics in the gemiusTraffic web analytic tool, but they are also able to run competitive analyses together with MOSS results delivered in monthly files in the gemiusExplorer application.
The full hybrid online audience measurement, where Gemius is responsible for the site-centric and user-centric part of the study and integrating the data, would not be possible without an offline structural study, conducted by Valicon. The goal of such an establishment survey is to determine the structure of the population for which results are to be weighted and projected. Data is weighted in order to correct any imbalances in the profile of the panel.
“Gemius is proud to deliver data about the internet market in Slovenia, as the MOSS subcontractor. Our cooperation with Valicon already has a long history in the region and both companies have an insight into market needs and expectations, which we hope to meet through our online audience measurement,” said Gregor Nisavic, Gemius Country Manager in Slovenia.
“Usage of the MOSS research data will be profitable for further market development and it is therefore very welcome by the main internet players, which have obtained new tools for online data analysis. We believe that with the help of these tools, the processes of media planning will become more efficient as web site content will be optimised,” according to Vesna Zakarić, Head of Sales in Valicon.
Upon analysing the first official results of the research, which were presented at a press conference in Ljubljana, one can already notice several interesting trends and tendencies. According to MOSS research, in June 2009 there were 1,143,187 internet users in Slovenia (aged 10-75). The reach of all 109 web sites participating in the measurement in the period amounted to 1,086,028 internet users from different Slovenian IP addresses. This number constitutes approximately 95% of all Slovenian users and is expected to grow.
In June 2009 Slovenian users generated 513m page views, with the average number of page views per visitor amounting to over 472. Based on gemiusAudience data, the metric for the Croatian market for the same month amounted to 381 page views per user, which is significantly lower. Moreover, when comparing the average time spent per Slovenian visitor in June, one can notice that Croatian results are lower by almost 2.5 hours. Slovenians spent on average almost 10 hours per user online in June, and Croatians 7 hours 23 minutes hours per user. According to the number of real users, the most popular Slovenian web sites are 24ur.com, najdi.si, siol.net, rtvslo.si, bolha.com and tis.telekom.si.
Download the complete version of the press release in the Word format
Contact:
Gregor Nisavic - gregor.nisavic@gemius.com