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Online Audience

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Mila Schillaci Kwiecien

on 10 July 2014

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Transcript of Online Audience

Online Audience
Internet Penetration & Audience Size
The two main sources on quantitative information on Internet audiences in Venezuela are: "
(through its subsidiary "
Tendencias Digitales
"), and
the government institution "
" (National Telecommunications Commission).
Tendencias Digitales
During this research, I found a website that published an Alexa's study about the most visited web pages in Venezuela.

Can also be considered other international firms that measure
e-audiences, such as
In Venezuela
(Age & Gender)
Audience Size
Most visited websites
Audience Size and Penetration
Venezuela in the Region
Source: Tendencias Digitales - 2013.
: www.alexa.com
: http://www.slideshare.net/Tendencias_Digitales/tendencias-digitales
Source: Tendencias Digitales - 2012.
According to
Tendencias Digitales
, there were an estimated

internet users in Venezuela by
, representing
of penetration.
ComScore applies a methodology focused on measuring the number of internet users rather than the number of connections. For instance, in households with a wireless router in Venezuela, ComScore claims that the increase in internet usage is actually much greater.
Source: www.venezuelanalysis.com
In contrast, the governmental telecommunications body (Conatel), shows that Venezuela had a penetration of
, which represents an estimated
12.5 million
of users.
Tendencias Digitales
shows that, regarding composition of the audience by the end of 2012, Venezuela's internet usage was slightly dominated by men with
, compared to
of female presence on the web.
Source: Tendencias Digitales - Datanálisis Encuesta Ómnibus al cierre de 2012.
The study also shows that most users were aged between
years old.
Data collection and reporting
ComScore maintains a group of users who have monitoring software (with brands including PermissionResearch, OpinionSquare and VoiceFive Networks) installed on their computers. In exchange for joining the ComScore research panels, users are presented with various benefits, including computer security software, Internet data storage, virus scanning and chances to win cash or prizes.

ComScore is up-front about collecting user data and the software's ability to track all of a user's internet traffic, including normally secure (https://) connections used to communicate banking and other confidential information.

To obtain the most accurate data, ComScore adjusts the statistics using weights to make sure that each population segment is adequately represented. To calculate these weights, comScore regularly recruits panelists using random digit dialing and other offline recruiting methods to accurately determine how many users are online, aggregated by geography, income and age.

Correcting the ComScore data requires having accurate demographics about the larger pool of users. However, some ComScore users are recruited without being asked to give demographic information and, in other cases, users may not be truthful about their demographics.
To ensure the accuracy of the data, ComScore verifies its users' demographics during the course of measuring statistical data.

Source: http://en.wikipedia.org/wiki/ComScore
ComScore in Venezuela
Source: http://venezuelanalysis.com/
Data gathering techniques
Global Traffic Panel
Alexa's traffic estimates are based on data from their global traffic panel, which is a sample of all internet users. The panel consists of millions of internet users using one of over 25,000 different browser extensions.
Alexa Traffic Rank
The global traffic rank is a measure of how a website is doing relative to all other sites on the web over the past 3 months. The rank is calculated using a combination of the estimated average daily unique visitors to the site and the estimated number of pageviews on the site over the past 3 months. The site with the highest combination of unique visitors and pageviews is ranked number 1.
Alexa Traffic Rank in Country
The country traffic rank is a measure of how a website is doing among internet users in a particular country relative to other sites over the past month. The rank by country is calculated using a combination of the estimated average daily unique visitors to a site and the estimated number of pageviews on
that site from users in that country over the past month.
Source: http://www.alexa.com/help/traffic-learn-more
Notice the
Source: http://www.guia.com.ve/
Site-centric Methodology
In this case, Alexa gathered its data through the "Alexa Toolbar" (Measurements Toolbar method).
What is Alexa Toolbar?
It's a tool that Alexa uses for ranking sites, based primarily on tracking a sample set of internet traffic — users of its toolbar for the Internet Explorer, Firefox and Google Chrome web browsers. The Alexa Toolbar includes a popup blocker, a search box, links to Amazon.com and the Alexa homepage, and the Alexa ranking of the site that the user is visiting. It also allows the user to rate the site and view links to external, relevant sites.
Source: Wikipedia.com
“Unified Digital Measurement” is a ComsCore measurement process that implements a panel-centric unified solution to measure audience, blending census-based and panel-based methodologies into a system that provides a direct link between census and panel approaches. This method combines personal-level measurement from the 2 million person ComScore global panel with census informed tonnage of consumption to account for 100% of a property’s audience.
ComScore Unified Digital
Measurement Methodology
The companies that participate in the process place tags on all their content web pages, videos, apps and ads, and every time content is accessed, these calls are recorded by comScore servers. Also, ComScore is able to view these calls on its global panel in order to measure the census tag calls. This allows ComScore to validate that the tags are measuring activities according to its audience measurement methodology. Therefore, ComScore applies proprietary data cleansing and validation processes, and once the tag counts are used to set the usage levels by site.
Source: www.comscore.com/
In Addition, ComScore has a proprietary methodology that combines panel and server-side metrics, in order to calculate audience reach in a way that is not affected by variables such as cookie deletion and cookie blocking/rejection.
Source: www.comscore.com
The only limitation during this research was the inability to find specific information about the data collection methods used by Conatel. It can be said that, in general, the government institutions in Venezuela are very wary with the information they process, especially with the methods they use. This might be the reason why they don't publish their measurement audiences
Certified Site Metrics
With this method, site owners are able to choose to certify their site's metrics by installing an Alexa script on their web page. In those sites that have already certified metrics, Alexa can directly measure the website's traffic and compute a more accurate rank. It's important to notice that all data from certified sites is private to the site owner, unless the site owner chooses to publish it.
Source: http://www.alexa.com/
Their methodology is basically based on
internet surveys
, sent through e-mail to contacts from their database or their clients' database. Also, they publish surveys on banners and through other different ads, especially on social media.
They also apply mobile-internet surveys through SMS, telephone surveys from their Call Center and face-to-face surveys.
"Tendencias Digitales" has a staff specialized in
Google Analytics
, which is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources, and also measures conversions and sales.
: http://www.slideshare.net/Tendencias_Digitales/tendencias-digitales
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