in-home internet usage measurement - truong si anh
Post on 26-Jun-2015
3.609 Views
Preview:
DESCRIPTION
TRANSCRIPT
HOME-BASED INTERNET USAGE
IN HA NOI & HCM CITY
FIRST PRELIMINARY FINDINGS FROM KMV’S INTERNET PANEL
Kantar Media Vietnam Core Services
TV Print Internet Other Coverage
TAM
(TV Audience measurement) Y N N N
6 cities +
National
MHS
(Media Habits Survey) Y Y Y Y 6 cities
IAM
(Net Audience Measurement) N N Testing N 2 cities
Adex Monitoring Y Y Testing N -
Working to grow media momentum – focus online
2 Title of the presentation
3 © 2009 Kantar Media
Establishment
Survey
• Collect information on market and monitor population changes to build an accurate sampling frame and estimate the universe
Sampling
• Draw sample households based on quota
• Identify weighting factors to create sample accurately representative of the population
Data
Collection
• Meter measurement in TV or computer – automated daily transfer of data (HN & HCM City only)
• TV diary in Hai Phong, Da Nang, Nha Trang, Can Tho
Data
Processing
• Raw data check + clean
• Weighting of samples and merge with demographic information
Data
Delivery • Data delivery to clients
Panel based TV / Internet Audience Measurement
Technical Process
Internet Audience Measurement
The Intentions
4 Title of the presentation
• Recruit previous MHS respondents
Accurate and highly representative panel
• Urban 15-54 yo in 2 key cities
Comparative universe to other media measurement
• Use Meter style plugin to track click-stream of user
Real time understanding of behavior
Why measure by city?
MHS top 5 websites visited (top of mind in face to face survey)
5 Title of the presentation
24.3
14.7
13.9
7.4
3.9
6.2
41.9
6.5
6.0
5.7
30.9
3.3
17.8
9.2
2.6
0.0 10.0 20.0 30.0 40.0 50.0
GOOGLE.COM/GOOGLE.COM.VN
DANTRI.COM.VN
ZING.VN
VNEXPRESS.NET
24H.COM.VN
% of all recent internet users 15-54 years old
HCM City
Ha Noi
4 key cities
Source: Kantar Media VN
Why home-based measurement?
Percent using Internet in different locations by city but home usage is very high now-days.
6 Title of the presentation
Source: Kantar Media VN
Base: All recent internet users 15-54 years old in Ha Noi & HCM City
81
22
6
22
12
92
26
611 11
79
20
5
24
10
0
10
20
30
40
50
60
70
80
90
100
Home Work School Web Bar/Internet Café/Internet Services
Other location
% o
f a
ll in
tern
et
use
rs
4 key cities
Ha Noi
HCM City
Source: Kantar Media VN
62%
54%
44% 45%49%
43%
35%
26%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
google.com.vn youtube.com google.com facebook.com
Mo
nth
ly r
eac
h (
%)
Monthly reach (%) of selected sites, June 2012(Base = Urban population 15-54 years old in HN & HCMC)
Ha Noi
HCM City
Base: Urban population 15-54 years old
Reach of selected foreign websites in June 2012
*Panel data measures all sites but is in test stages so local sites aren’t shown here.
Source: Kantar Media VN
Internet Audience by day-part HCMC & Ha Noi
HCM City net has lower internet penetration but higher ratings across most of
the day, especially afternoon/evening.
0%
1%
2%
3%
4%
5%
6%
7%
Rat
ing
(%)
Internet ratings by time band, Ha Noi & HCM City, June 2012(Base = Urban population 15-54 years old)
Ha Noi
HCM City
Base: Urban population 15-54 years old
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Rat
ing
(%)
Internet ratings by time band and age group, Ha Noi & HCM City, June 2012(Base = Urban population 15-54 years old)
15-24
25-34
35-54
Source: Kantar Media VN
Internet Audience by day-part comparing age groups
Naturally younger audiences are spending online more often, they are
especially night owls!
Base: Urban population 15-54 years old
Where to from here?
Kantar Media Vietnam are working to provide services to measure:
-Site ratings by day-part/day/week/month as advertising online becomes more
sophisticated.
-Accurate measurement of target audience by city, age, gender, socio-
economic, household circumstances as are already standard in other media.
-Monitoring of advertising activity online to understand competitive
environment, independently verify ad execution and give reference to analyze
across media spend.
10 Title of the presentation
top related