The Internet audience study

in practiceApplication examples – Jan 2015 data set

June 2015

First of all

2

Digital channels selection (reach and profile on target)

Display campaign performances

Website usage per device

Sales house offer

Limitations & conclusions

3

Audience study uses overview

CIM fiches

4

Audience : # individualsPercentage : ProfileCoverage : % of target

CIM fiches

5

Total internet 1207-1307 2BE

2dehands.be-

2ememain.be 7sur7.be

Total

6.083.543 517.182 34.986 1.756.796 563.658

Gender

Female 2.955.459 245.168 10.774 793.366 242.270

Male 3.128.084 272.014 24.212 963.430 321.388

Language

Dutch 3.440.778 331.172 33.343 963.076 11.279

French 2.642.766 186.010 1.643 793.720 552.379

Age

12-17 N/A N/A N/A N/A N/A

18-24 861.897 31.050 10.143 236.855 117.339

25-34 1.266.752 82.879 7.559 405.582 139.973

35-44 1.343.741 118.159 5.714 416.437 124.615

45-54 1.285.587 126.064 6.604 369.564 91.075

55+ 1.325.567 159.030 4.967 328.358 90.655

18-44 3.472.389 232.088 23.416 1.058.874 381.927

18-54 4.757.976 358.152 30.019 1.428.438 473.002

Total internet

Region

Nielsen 1 1.437.204

Nielsen 2 2.000.198

Nielsen 3 NL 82.700

Nielsen 3 FR 678.159

Nielsen 3 760.859

Nielsen 4 915.021

Nielsen 5 970.261

Province

Antwerp 1.017.918

Brussels 661.097

Hainaut 632.978

Limburg 434.972

Liege 556.830

Luxembourg 141.782

Namur 271.649

East Flanders 833.692

Flemish Brabant 647.070

Walloon Brabant 282.043

West Flanders 603.512

Active

Active 3.912.255

Not active 2.171.288

Professional status

Independent 590.026

Public sector 1.467.235

Private sector 2.093.795

Not active 1.932.488

Employment status

Student, in formation, pupil 663.762

Works full-time 3.294.882

Works part-time 617.374

Prof. occupation suspended 238.800

No employment 1.268.726

Educational level interviewed

person

None primary 285.692

Secondary low 911.591

Sec. high general, techn. art. 2.033.409

Secondary high prof 534.800

Bachelor 1.082.513

Master 1.235.538

Total internet

PRI

Yes 2.819.205

No 3.264.338

Responsibility for choice of

products brands in a household

Yes 2.846.982

3.236.562

Number of people in a

household

1 938.684

2 1.802.775

3 1.299.418

4 1.253.335

5 or more 789.331

Main language spoken at home

(aggregated)

Dutch 3.362.375

French 2.475.204

German 23.751

other 222.213

Grandparent

Yes 1.108.376

No 2.724.012

Not asked 2.251.155

Age grandchildren

0 to 2 year 374.053

3 to 5 year 429.336

6 to 11 year 485.288

12 to 14 year 232.113

15 to 17 year 170.040

18 to 24 year 184.147

25 year and older 91.165

Grandparent

Yes 1.108.376

No 2.724.012

Not asked 2.251.155

Age grandchildren

0 to 2 year 374.053

3 to 5 year 429.336

6 to 11 year 485.288

12 to 14 year 232.113

15 to 17 year 170.040

18 to 24 year 184.147

25 year and older 91.165

Internet usage devices

Desktop computer 3.339.616

Portable computer (laptop) 4.773.337

Tablet 2.455.034

Smartphone 3.439.433

Portable multimedia console 227.403

TV player 634.971

Another device 129.753

Digital channels selection

6

Bubble size :duration

Digital channels selection

7

Bubble size :duration

Digital channels selection

8

Bubble size :duration

Digital channels selection…but

9CIM Internet - PC 18+ - Jan 2015

Support 18+ (PC)

Total internet 68,9%

1 Nieuwsblad-LAvenir 27,9%

2 HLN.be 23,9%

3 Yellow_Pages 23,7%

4 2dehands.be-2ememain.be 19,9%

5 Knack-Levif 16,2%

6 Kapaza 13,4%

7 Dailymotion 12,4%

8 Immoweb 12,2%

9 De_Standaard 12,0%

10 Deredactie.be 11,5%

11 RTBF.be 11,1%

12 De_Morgen 10,0%

13 Jobat 10,0%

14 Skynet 9,7%

15 VTM 9,4%

16 Comment_ca_Marche 9,2%

17 RTL.be 9,0%

18 DH.be 8,9%

19 Gazet_van_Antwerpen 8,8%

20 Le_Soir 8,0%

PC + unified 15+ - Jan 2015

Campaign evaluation & optimisation

10

Devices

11

68%

69%

86%

77%

61%

60%

65%

81%

70%

81%

88%

68%

65%

68%

72%

19%

17%

4%

14%

24%

25%

20%

11%

19%

11%

4%

17%

24%

18%

15%

13%

14%

11%

9%

15%

16%

15%

9%

11%

8%

8%

15%

11%

14%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

De Morgen, -

De Standaard, -

De Tijd, -

DH.be, -

Gazet van Antwerpen, -

Het Belang van Limburg, -

HLN.be, -

La Libre.be, -

L'Avenir

Le Soir, -

L'Echo

Nieuwsblad

Sud Presse

Newspapers sites

Total internet

Daily page views

PC/Laptop Smartphone Tablet

Sales houses info

12

49 4536 34 33

2515 12 11 9 7

Net reach%

20%17% 17% 16%

8% 8% 5% 4% 2% 1% 1%

Page share

12%10,7%

18,5% of men 18-44

214 269191 273 330 635

Weekly

Room for improvement

Social groups

Children age

Under 18 yo

13

Questions ?

Comments ?

Stephanie.rado@space.be