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Internet View
Since 1989 Het Media Instituut has been publishing reports on television, on a regular basis. In these reports several subjects concerning media like television, radio and the internet are discussed and analyzed. Subjects like infrastructure, policy, rules and regulations, viewing behavior, programming, media expenditures, commercial rates and – costs. In September 2004 Het Media Instituut has published the report, Internet View 2004. Introduction Internet View 2004 (September 2004) The internet market is moving up after the hype and the fall. This publication ‘Internet View 2004’ charts the flow of internet developments in the Netherlands in the period 2001-2004. |
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Broadband internet by way of ADSL, cable or wireless connections causes a firm growth of the internet use, through which consumers can use the internet with a permanent connection in a faster and cheaper way. Half of the Dutch internet population uses a broadband connection. In the meanwhile the internet population has grown larger than 10 million users and the composition will further resemble the total Dutch population. Meanwhile the average internet user spends 17% of his or her media consumption on the internet and translated to the average Dutchman this is 13% of total media consumption. The interactive medium currently takes third place, behind television and radio.
Until the summer of 2004 there were two parties involved in internet audience measurement. With the new internet research, carried out by the research combination Intomart GfK and Nedstat, the total use of the internet is measured (home, work, school, elsewhere) on the basis of a representative panel of at least 4.000 persons. The first results of the research are expected in December 2004. Better audience figures and more transparency will lead to agencies and advertisers increasingly using the internet as a marketing instrument.
A comparison of the total gross and net spending figures for the internet reveals that the difference between both currently becomes smaller. Internet takes a more structural position within the mediamix. The media expenditures on the web show a rising line since the decline in the period 2001-2002. Despite the present economic recession the web seems to be doing very well as an advertisement medium in comparison with other media.
These and many other developments in the field of the internet are analysed in the report ‘Internet View 2004’. Technological trends, computer and surfing behavior, online advertising formats, advertising rates, internet audience measurement, online media spending and e-commerce are discussed.
