Slide 1

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 2

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 3

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 4

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 5

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 6

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 7

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 8

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 9

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 10

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 11

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 12

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 13

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 14

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 15

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 16

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35


Slide 17

The Observatory of European Internet Users

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

IAB Europe’s comments
This research helps quantify the differences between
countries of the new behaviours we call ‘Web 2.0’, the
activities in Blogs, Social Networks and online
communities.
It reveals how the use of blogs, messenger tools and
podcasts is high in Spain and Italy and how the
involvement in Wikis is highest in Germany.
For marketers looking to develop campaigns that run
across the European markets there are major implications
from this in what will work and where the effects will be
strongest.
Contact the Harris Interactive team at NetObserver for more
information.

.

Company Background








3

Novatris was founded in France in 1995 as a multidisciplinary Market Research
Institute specialising in interactive research and new technologies.
In March 2004 the company became part of the Harris Interactive Inc. group, world
leader for online research, and furthermore one of the biggest institutes in the world.
The largest online access panel with 7 million people worldwide and more than 2
million in Europe
Member of Syntec, ESOMAR and IAB.

NetObserver® Key Figures
The largest online Observatory of European Internet Users


Started in France in 1998 and launched in Europe in 2000



Over 1 000 partner sites taking part each year



Over 400 000 respondents per year



Run in 5 markets: France, Germany, Italy, Spain and the UK



4

Conducted every 6 months (Next Spring session will take place 19th March – 4th June
2007)

NetObserver®: Adjustable and Comprehensive Content
MASTER
Knowing the Profile and
Online Behaviour of Internet
Users
• Demographics
• Interests / Hobbies
• Internet Usage
• Online activities
• Charged Online Services
• E-Commerce

EDITORIAL MODEL
Measuring the Level of
Satisfaction of the Sites and
Newsletters

ADVERTISING MODEL
CHOICE OF

• Ergonomics
• Content / Design
• Global Satisfaction
• Global Perception
• Newsletter Satisfaction (if
applicable)

• Online Advertising Perception
and Behaviour
• Multimedia Equipment
• Personal Finance
• Automotive Equipment
• Travelling frequency
• Consumer Goods / Retail

SECTORIAL MODULES
Over 25 sectors studied more in
depth
• Women’s interests, Family, Sport, TV…
5

Measuring Online Advertising
Perception and Behaviour in
Key Sectors

NetObserver®: Ready-To-Use Results
Further to the user or site centric audience data, NetObserver ® is an invaluable tool (and
yet at no cost) with regards to:
• The advertising sales agencies who would like to use the results to market the sites’
advertising space
• The editorial or marketing departments, who wish to improve their website and/or
newsletter according to the profiles and satisfaction levels of their sites’ audience
The confidential results for each partner site are compared to:
• The national average
• The relevant industry average
So every partner sites can benchmark their results against their competition and easily
identify not only strengths & weaknesses but also opportunities & threats allowing
them to establish a tough marketing strategy
The results are provided to the partners:
• In Excel: data and graphs of master, models and module
• In PDF: PowerPoint presentation of main results from master and models
So every participating site can easily use them for internal and/or external purposes
6

NetObserver®: Reliable Methodology








7

The online survey is exclusively based on an « in situ » (on site) methodology which
is the most relevant to establish a reliable profile of users: internet users are recruited
exclusively from each partner site.
The survey tracks the evolution of the profile and behaviour of internet users aged 15
and older, wherever their place of connection (home, workplace, schools,
universities, public places…)
Respondents are recruited on the participating sites coming from very diverse
sectors (Media, ISPs, E-Commerce…), using various formats (DHTML invitations,
standard IAB formats, editorial links on sites or on newsletters), with or without
incentive
The results from the online survey are then balanced with established sociodemographic criteria and Internet usage data collected offline. This weighting
process guarantees the NetObserver® averages to be representative of the national
online populations.

NetObserver®: Main European Partners

8

Findings from the Autumn 2006 Session:
1.
2.
3.

Communication and Web 2.0 activities
Perception of Web 2.0 usefulness
Perception of online advertising

5 - 7 rue du Sahel- Paris 12 - Tel + 33 (0)1 44 87 60 30 - Fax + 33 (0)1 44 87 60 31
www.novatris.com - [email protected]

Communication and Web 2.0 activities regularly
carried out by European Internet Users (1/2)
Used Instant Messaging
Used telecommunication software with the Internet (Skype, Messenger...)
Used a podcast service
Updated a blog or a personal site/page

58%
51%
44%

41%
34%

28%

26%

25%
22%
14%

17%

21%
18%

15%

13% 13%

12% 11%
7% 8%

Spain

Italy

UK

France

Germany

Source: NetObserver Europe, December 2006
10

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (1/2)
Publication and sharing of information amongst a community via blogs or personal pages
Automatic updates of available information on the Internet via RSS
Customisation of welcome pages/sites, blogs or personal pages
Contribution to websites entirely built upon the inputs of Internet users or "wikis"
83%

81%
73%

70%
65% 65%
58% 59% 58%

70%

69%

61%

61%
57%
53%
47%

Spain

Italy

France

49%

59%
52%
45%

Germany

UK

Source: NetObserver Europe, December 2006
11

Perception of Online Advertising by European
Internet Users (1/2)
"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"
64%

64%

62% 61%

58%

55%
52%

52%
48%

49%

49%

48%
44%
40%

42%

41%
38%
32%

Spain

Italy

UK

France

32%

30%

Germany

Source: NetObserver Europe, December 2006
12

IAB Europe’s view: Danny Meadows-Klue








13

“Podcasts: big differences between Spain and Germany remind us that
the models for marketers need to vary between countries.”
“It’s interesting how Spain and France are almost 50% higher in the
use of Instant Messenger than UK and Germany.”
“Massive differences in wiki use between countries: 69% in Germany
vs 45% in UK – this has much greater implications for the models of
how internet users will respond to campaigns in each country”
“There’s a new role for the consumption of social media. It’s having an
impact on the role of advertising. People are spending much more time
on the new interactive environments:” Julian Smith, MEC Interaction.

Communication and Web 2.0 activities regularly
carried out by European Internet Users (2/2)
Used Instant Messaging
Used telecommunication softw are w ith the Internet (Skype, Messenger...)
Updated a blog or a personal site/page
Used a podcast service
Automatically received a stream of information updated by RSS
90%

15-24

80%
70%
60%

25+

50%
40%
30%
20%
10%
0%
Spain

Italy

UK

France

Germ any

Spain

Italy

UK

France

Germ any

Source: NetObserver Europe, December 2006
14

Perceived level of usefulness of Web 2.0 key functions
by European Internet Users: Total Useful (2/2)
Publication and sharing of information amongst a community via blogs or personal pages
Customisation of w elcome pages/sites, blogs or personal pages
Automatic updates of available information on the Internet via RSS
Contribution to w ebsites entirely built upon the inputs of Internet-users or "w ikis"
100%

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Spain

Italy

France

Germ any

UK

Spain

Italy

France

Germ any

UK

Source: NetObserver Europe, December 2006
15

Perception of Online Advertising by European
Internet Users (2/2)
"Advertising on the Internet interrupts me w hen I surf"
"Advertising on the Internet is boring and repetitive"

"Advertising on the Internet is creative and innovative"
"The advertising on the site has helped me to discover new products and services"
"The advertising on the site helped me to find products or services I had searched for"
"The advertising on the site helped me to make better purchasing decisions"

15-24

90%

25+

80%
70%
60%
50%
40%
30%
20%
10%
0%
Germ any

France

UK

Spain

Italy

Germ any

France

UK

Spain

Italy

Source: NetObserver Europe, December 2006
16

Contacts
If you would like more information about NetObserver® or to take part in the Spring
2007 session, please contact us. Our team will be happy to answer your queries.
•

•

•

•

•

•

17

Jean-Laurent Bouveret, NetObserver Europe Director
[email protected]
+33 1 44 87 60 57
Natalie Kirk , Business Development Manager UK
[email protected]
+33 1 44 87 60 79
Clemence Bletry , Business Development Manager France
[email protected]
+33 1 44 87 60 85
Luca De Conti, Business Development Manager Italy
[email protected]
+33 1 44 87 60 58
Bianca Rutherford, Business Development Manager Spain
[email protected]
+33 1 44 87 60 82
Anne Schneider, Business Development Manager Germany
[email protected]
+33 1 44 87 60 35