Global Internet Domains Continue to Dominate NZ
NEWS RELEASE FOR IMMEDIATE RELEASE
Nielsen//NetRatings finds Kiwi love affair with
Net -
Global Internet Domains Continue to Dominate New
Zealand Activity
AUCKLAND, 12 June 2000: It’s
official: Kiwis surf more often, visit more sites, and spend
longer online than people from any other country measured by
ACNielsen eRatings.com, except of course for the United
States. That finding comes as ACNielsen eRatings.com
readies the release of its first quarter of data on New
Zealand at-home Internet usage.
In April, New Zealanders
surfing at home went online for an average of 15 sessions
per month. They visited 21 unique sites and spent an
average total of 7hrs 25min online (see table
below).
Country NZ IRE AU SG UK US
Number of
Sessions Per Month 15 9 12 13 11 19
Number of Unique
Sites Visited 21 17 15 20 17 11
Time Spent per Month
07:25:13 04:29:49 07:10:47 06:52:51 05:10:32 09:26:23
Data
Source: April 2000 Nielsen//NetRatings at-home panel
The
comparisons are made possible by ACNielsen eRatings.com’s
global panel methodology, which uses a consistent approach
to enumeration, recruitment and data collection, allowing
for a uniformly high standard of global reporting on a
global medium.
Initial
revelations
Nielsen//NetRatings findings show that in the
borderless Internet, big names dominate, following the 90:10
Internet rule that ninety percent of traffic flows through
ten percent of sites.
“In business-to-consumer
e-commerce, we’re seeing the emergence of brand equity and
client relationship as key success factors. That very much
mirrors the rest of the business world, but the very fluid
business environment in the cyberspace is making it a very
different survival game,” said Brian Milnes, managing
director Pacific, ACNielsen eRatings.com.
According to
Milnes, brand matters a lot. While established brands can
still succeed with a delayed web strategy, startups are
well-advised to build ‘brandwidth’ – and fast.
April
data from Nielsen//NetRatings showed that global Internet
domains MSN and Yahoo! continued to figure prominently in
surfing activity. Milnes noted that in New Zealand, local
telecom companies and major Internet Service Providers are
showing their ability to grab traffic on the Web. For
example, Xtra, a service of Telecom New Zealand, takes
advantage of its power in the marketplace to be the second
largest domain in that country and a leading news and
information resource.
NEW ZEALAND, April
2000
Domain Unique Audience Time Per Person
(hrs:min:sec)
msn.com 287,855 0:33:40
Xtra.co.nz 215,336 0:09:31
Yahoo.com 211,570 1:01:08
Microsoft.com 158,724 0:08:33
Passport.com 147,136 0:12:00
Source:
Nielsen//NetRatings, April 2000
On the other hand, product
matters less than building and maintaining customer
relationships, as evident from the traditional shopping
spikes around Mothers’ Day and Valentine’s Day.
However, Milnes said judging success on the Internet was
difficult, citing the proliferation of new business models,
such as reverse auctions and ‘free’ ISPs, where the impact
on other channels defied the usual business
metrics.
“While some conventional wisdom will still
reigns in online business, although with quite different
ramifications, we also foresee the evolution of some new
rules in this brave new world,” he said. “Clients of
Nielsen//NetRatings will be the first to detect any new
rules and reap the first mover advantage.”
Future
Focus
Nielsen//NetRatings will release May results over
the next few days, giving the first full quarter data and
paving the way for in-depth analysis of consumer behaviours
and advertising effectiveness on the Internet.
True to
its commitment to online client relations, the company will
soon roll out My Nielsen//NetRatings, a customised service
delivery tool with a simple and user-friendly interface. It
will allow clients to combine views onto a single screen,
and enables regular users to create a report template to
automatically generate routine reports that matter to them
most. It also makes searching and sorting much easier,
meaning data and insights come handy.
The measurement of
mobile phone access, including the WAP technology, and
interactive TV are some of the next generation services
planned by ACNielsen eRatings.com.
Business
outlook
Miles said the recent market correction among
tech stocks has not effected the company’s service. “Quite
the contrary, demand has firmed up as businesses in the new
economy seek reliable, standardised, world-wide comparable
information to justify their competitiveness and
substantiate their investments in the face of a shake up in
the Internet jungle,” he said.
“In fact,
Nielsen//NetRatings is becoming an essential tool in future
trend-spotting to achieve success in the fast developing
Internet industry,” added Milnes.
Milnes said the
market-leading company was already ramping up for the next
phase development of the Nielsen//NetRatings measurement
panel.
The company is conducting tests on the at-work
panel that will glean invaluable insights from another
substantial user segment and allow even more effective
target marketing.
“This is the largest panel size of any
Internet measurement service in New Zealand as well as
globally and, coupled with our proprietary Insight™
technology, ensures our data is the most accurate and
consistent of any live data reports currently available,”
said Milnes.
Comprehensive Information
Collected
Nielsen//NetRatings delivers comprehensive user
activity information including the following:
Site activity (by property, domain and unique site):
Audience information on each site includes: Sites visited,
duration, duration and frequency of sessions. Also, unique
audience size and demographic profile of the unique
audience, site rank, percentage reach, page views, pages per
person, time per person and percentage of pages from browser
cache.
User Demographics: Age, gender,
education, and occupation.
User’s Site Tracking
Information: Referring sites, destination sites, pages
rating information.
Advertising Activity (by
impression, advertiser, domain): Reports show the most
popular ad banners, the top advertisers and the top domains
with the most advertising. Data includes: actual banner
image, banner rank, unique audience size, percentage reach,
impressions and click rate.
About
Nielsen//NetRatings
Nielsen//NetRatings uses unique
technology capable of measuring both Internet use and
advertising to provide the most timely, accurate and
comprehensive Internet usage data and advertising
information on the global marketplace. Nielsen//NetRatings
tracks the entire spectrum of Internet user behaviour,
leveraging proprietary data-collection technology from
NetRatings. For more information, please visit
http://www.nielsen-netratings.com.
Plans call for the
Nielsen//NetRatings service to measure the activity of more
than 90 per cent of the world’s Internet users by the end of
2001. The Nielsen//NetRatings service is currently
established and reporting audience information in New
Zealand, Australia, the U.S., Singapore, Japan, UK, France,
and Ireland.
ACNielsen eRatings.com is a venture between
ACNielsen (NYSE: ART) and NetRatings Inc. (NASDAQ: NTRT).
ACNielsen is the world's leading market research firm,
offering measurement and analysis of marketplace dynamics,
consumer attitudes and behavior, and new and traditional
media in more than 100 countries, and NetRatings is the
leading provider of Internet audience measurement technology
and analysis. Through the Nielsen//NetRatings service,
ACNielsen eRatings.com is creating the first global service
for tracking audiences, advertising and user activity on the
Internet in more than 30 countries
worldwide.
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