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KuAi??anice preuzele Internet

Mon, Jun 30, 2008

eMarketing

Prema rezultatima posljednjeg Valiconovog istraA?ivanja o navikama hrvatskih surfera, trenutno se gotovo milijun hrvatskih graAi??ana koristi Internetom. MuA?karci polako, ali sigurno postaju surferska manjina jer su kuAi??anice preA?le u A?estoku ofenzivu i na netu provode 3 i pol sata viA?e od prosjeA?nog korisnika. Ovo posljednje nismo izmislili.

Agencija za marketinA?ko savjetovanje i istraA?ivanje trA?iA?ta Valicon nastala nedavnim spajanjem dvaju agencija ai??i?? zagrebaA?ke Prizma istraA?ivanja i ljubljanske CATI d.o.o. ai??i?? objavila je rezultate istraA?ivanja o hrvatskom Internet prostoru koje je na uzorku od sedamdeset hrvatskih siteova provela gemiusAudience metodologijom. Prema rezultatima tog istraA?ivanja, u Hrvatskoj trenutno ima viA?e od 954 tisuAi??e korisnika interneta, a po prvi puta A?ene su po zastupljenosti pretekle muA?karce. Na muA?karce otpada 47,9 posto korisnika, a na netu se najviA?e palimo ne na pornografiju, veAi?? na automobilizam (34,5 posto) i tehnologiju. Na A?ene otpada 52 posto, a najviA?e ih privlaA?e sadrA?aji vezani uz kozmetiku (31,9 posto svih internet korisnika), zdravlje i zdrav A?ivot te sadrA?aji vezani uz zapoA?ljavanje.

Suprotno uvrijeA?enome miA?ljenju, osobe starije od 55 godina na netu provedu prosjeA?no gotovo A?est i pol sati, A?to je skoro sat vremena viA?e od mlaAi??e populacije

Od svih korisnika Interneta studenti i kuAi??anice su najaktivnije. Pod kuAi??anicom se podrazumijevaju ispitanici koji su u istraA?ivanju kao svoje zanimanje naveli brigu o kuAi??anstvu i obitelji. Iznenadio nas je podatak da su kuAi??anice ujedno najaktivnija grupa korisnika koja je na netu u promatranom razdoblju provela prosjeA?no 8 i pol sati, A?to je gotovo tri sata viA?e od prosjeA?nog korisnika koji u pet i pol sati provedenih na netu pregleda prosjeA?no 272 stranice.

Na Internet se veAi??inom spajamo kod kuAi??e (80,89 posto), a manjim dijelom na poslu (30,17 posto) ili iz A?kole (8,37 posto). Sve korisnike najviA?e zanimaju vijesti (65,7 posto ih posjeAi??uje stranice s vijestima bar jednom tjedno), filmovi i glazba (73 posto) i putovanja(59 posto). A?ak 85 posto surfera se izjasnilo da ih zanimaju vijesti na netu, a oni koji ih prate barem jednom tjedno prosjeA?no na netu provedu 15 minuta duA?e od prosjeA?nog korisnika.

A?ak 37 posto korisnika Interneta A?ine korisnici stari izmeAi??u 15 i 24 godine koji prosjeA?no posjete 297 stranica, premda na svakoj stranici provedu A?est sekundi manje od prosjeA?nog posjetitelja. Nadalje, podaci demantiraju i uvrijeA?eno miA?ljenje da umirovljenici ne prate trendove i ne znaju se sluA?iti tehnologijom jer osobe starije od 55 godina na netu provedu prosjeA?no gotovo A?est i pol sati, A?to je gotovo sat vremena viA?e od mlaAi??e populacije.

Premda su kuAi??anice najaktivnija grupa korisnika, spolna raspodjela otkriva da muA?karci na mreA?i ipak provedu sat vremena duA?e i u tom vremenu prosjeA?no pregledaju 40 stranice viA?e od A?ena. Studenti i dalje prednjaA?e jer na netu pregledaju prosjeA?no 393 stanice.

Premda je ovo priliA?no iscrpno istraA?ivanje, u agenciji Prizma istraA?ivanja istiA?u da se naA?in mjerenja takvih pokazatelja u Hrvatskoj tek treba uskladiti sa standardima koji se primjenjuju u drugim zemljama, gdje su mjerenjima obuhvaAi??eni i social networking siteovi, privatni blogovi, fotogalerije i sliA?na mjesta na kojima se mahom okuplja mlada populacija.

GemiusAudience je metodologija koja precizno utvrAi??uje standarde u istraA?ivanju gledanosti mreA?nih mjesta u Srednjoj i IstoA?noj Europi. Agencija Valicon provodi gemiusAudience istraA?ivanja hrvatskog Internetskog prostora provodi u partnerstvu s poljskom tvrtkom Gemius S.A.

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Autor teksta:

Kristijan Zibreg - ukupno napisanih 13 tekstova na eBizMags.

Kristijan Žibreg se bavi medijima, marketingom i odnosima s javnošcu petnaest godina. Karijeru je započeo kao urednik prvog hrvatskog magazina za videoigre "Hacker", a kasnije je radio kao voditelj interaktivnih projekata u Algoritmu, urednik tehnoloških priloga u news magazinu Nacional i direktor vlastite marketinške agencije. Danas radi kao konzultant za medije i interaktivne tehnologije. U slobodno vrijeme ureduje tehnološki portal TGDaily.com za koji piše analize te inovativne priče o online tehnologijama i Appleovim gadgetima koje rado koristi.

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