The Internet continues to grow rapidly in popularity, but in underdeveloped markets, such as France, more than mere numbers are important in evaluating market trends.
Marketers must consider how intensely an audience uses a site. A big audience which spends little time each month, could be a less desirable ad buy than a smaller but more intensively-used one.
So says Jupiter Media Metrix in its first Jx Market Intelligence reports covering regional markets worldwide, including Australia, Canada, France, Germany and the United Kingdom.
According to Jupiter Research, 245 million households worldwide will be on line by 2005, with the greatest growth in non-US markets. The reports explore significant movements in key markets, identifying trends in online populations, activities and site metrics and give clients market evaluation, analysis and direction.
The report also found that: if an audience consumes vast quantities of pages but focuses little on each, it might be less receptive to advertisers than one that focuses heavily on fewer pages. The most significant increases in use have occurred in content categories, while categories such as retail and travel remained stable.
“Jx Intelligence services are fueled by a combination of ability to understand the dynamics of online markets, and Media Metrix’ vast database and insight into user behavior,” said Evan Neufeld, vice president, International Research.
“Jupiter Media Metrix’ advantages are its expert resources, rich data products, a superior operational infrastructure and our commitment to meeting the needs of our worldwide client base” said Mary Ann Packo, group president of JMM.
Findings from the first Jx Market Intelligence reports will be presented at the Jupiter Consumer Online Forum, Europe, in London on 30-31 October. Other presenters at the forum include Michael Lynton, president of AOL International; Roger Lynch, CEO of Excite Chello; John Hollar, president of Pearson Broadband; Marcus Bicknell, president of the European office of Cmgi, and Tim Jackson, managing director of the Carlyle Group.
Jupiter Media Metrix delivers Internet measurement, analysis, intelligence and events. The company is headquartered in New York City and operates worldwide, across the Americas, Asia Pacific, Europe and the Middle East.