Laffitte Conseil

Les internautes asiatiques, plus nombreux mais moins actifs sur le Web

Près d'un tiers des internautes vit désormais en Asie annonce Comscore. Mais ces derniers passent moins de temps sur la Toile que le reste du monde.

 

Plus de 280 millions d'asiatiques de 15 ans et plus arpentent quotidiennement l'espace Internet. Au total, c'est environ 10% de la population de la région Asie-Pacifique qui bénéficie d'une connexion au réseau mondial. Ces résultats, dévoilés il y a peu par le cabinet d'analyse Comscore, sont le produit d'une étude sur l'usage du web concernant les populations de 10 pays de la région. Il en ressort que les surfeurs asiatiques, s'ils sont parmi les plus nombreux à se connecter sur le Web, sont aussi moins assidus que dans d'autres régions du monde.

 

L'Asie surfe moins que le reste du monde

 

Avec un temps d'environ 20 heures mensuelles passées sur Internet, le surfeur asiatique se place bien en dessous de la moyenne mondiale, estimée à 25 heures par mois. En toute logique, les internautes de la zone Asie-Pacifique sont moins actifs sur la Toile avec environ 2 200 pages web consultées mensuellement contre 2 500 dans le reste du monde. Les analystes de Comscore ont toutefois mis ces résultats en perspective ajoutant que "la zone Asie-Pacifique est très étendue et l'usage de l'Internet y est en très forte croissance".

Article complet

TV Consumes Half of All Leisure Time

On an average day, nearly everyone in the US ages 15 and older engages in some sort of leisure activity, like watching TV, using a PC, socializing or exercising, according to the US Department of Labor's Bureau of Labor Statistics' "American Time Use Survey."

Watching TV accounted for about half of leisure time, on average, for both men and women. Socializing accounted for about three-quarters of an hour per day for both sexes.

Time spent reading for personal interest and playing games or using a computer for leisure varied greatly by age. Those ages 75 and older averaged 1.4 hours of reading per weekend day and 0.2 hours (12 minutes) playing games or using a computer for leisure.

Individuals ages 15 to 19 read for an average of 0.1 hours (seven minutes) per weekend day and spent one hour playing games or using a computer for leisure.

Full article

Social Networks, Tweens and Ads

Over seven out of 10 US children ages 9 to 17 visit social networking sites weekly, according to the Alloy Media and Marketing-commissioned "Social Networking and Advertising" paper. The study was underwritten by Microsoft, News Corporation and Verizon, and fielded by Grunwald Associates in March 2007.

The study also revealed over half of teens had participated in some kind of advertiser-branded activity like visiting company profile pages in the past month.

Nine in 10 tweens and teens said they would like to hear about one or more types of entertainment products on social networking sites. About a fifth said they were willing to add branded content to their own sites.

Over 30% of teens also wanted to hear about college information or educational products from social networking sites.

Full article

E-tourisme et référencement : les stratégies alternatives à l'honneur

Alors que les premières places en tête des moteurs se monnaient très chèrement, le tourisme en ligne déploie des stratégies innovantes pour contourner les obstacles.

Tour-opérateurs, comités de tourisme, agences de voyages, hôtels, campings... les professionnels du tourisme s'arrachent les positions en tête des moteurs. L'achat de mots-clés, solution alternative efficace, n'en demeure pas moins parfois très onéreuse.

L'heure est donc à l'efficacité et à la localisation. Les mots-clés génériques sont vite abandonnés au profit d'expressions géolocalisées. Le contenu des sites se personnalise et s'adapte aux produits, tandis que les partenariats se multiplient. Le point sur ce secteur en pleine ébullition.

Article complet

Internet Users in France Spend 13 Percent of Their Time Online Streaming Videos

comScore, a leader in measuring the digital world, today released a study of video streaming in France.  The study showed that 79 percent of the French online population (age 15 or older who have accessed the Internet from either a home or a work computer) initiated a video stream in April 2007, compared to 76 percent in the U.S., 80 percent in the U.K. and 70 percent in Germany.

The study also reported that the average French streaming video viewer initiated 64 streams in April 2007, compared to 80 streams per streamer in the U.K. and 62 streams per streamer in Germany. By comparison the average streamer in the U.S. initiated 65 streams per streamer in April 2007.

In France, streamers allocated 13 percent of their total time online to viewing streaming video.

“With almost 8 out of 10 people initiating a stream in France, video streaming is clearly mainstream, with a user base that is comparable to search, email and shopping,” stated Delphine Gatignol, business development manager for comScore France.  “What is particularly striking is that French Internet users tend to spend a greater proportion of their total time online viewing streaming video compared to the other countries examined in the study.”

                                         

Online Video   Streaming by Country   April 2007    Total Online   Population Age 15+ – Home and Work Locations*   Source: comScore   Video Metrix
	Reach of Video Streaming**	% Total Time Online Spent Streaming Video	Video Streams per Streamer
France	79%	13%	64
United States	76%	6%	65
Germany	70%	9%	62
United Kingdom	80%	10%	80

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

** Total Unique Streamers in April 2007 / Total Online Population in April 2007

Full article

The Internet leads a rise in most media usage

The Internet is the most essential medium for consumers and newspapers are the least, according to an Edison Media Research study conducted by Arbitron in January and February 2007. Respondents were all from the US and ages 12 and older.

Over a third of consumers deemed newspapers "least essential," while nearly a quarter felt that way about the Internet. Both radio and television had the fewest "least essential" mentions, at 18%.

Larry Rosin of Edison Media Research said, "It is not a stretch to say that the Internet has become just as important as television as an important source of information and entertainment in the lives of Americans."

Full article

Online booking grows in Central and Eastern Europe

Central and Eastern Europe mark an impressive growth in online booking according to EyeforTravel 2007 research. The period 2005/6 saw a 200% increase in online booking growth in the Czech Republic with  figures of up to 50% in Slovenia and Slovakia.

The recently released ‘European Online Travel report 2007’ analyses the key trends European online travel and what lies ahead in 2010. Whilst the largest online markets remain in the UK and Germany, exciting growth trends are becoming apparent in Central and Eastern Europe.

A highly diverse and fragmented region, it is widely misunderstood and bundled together as one, yet figures indicate vast differentials in internet penetration, ICT, payment infrastructure and economic growth. Whereas three quarters of Bulgarians and Romanians have never used the internet, Slovenia sees 55% internet penetration with an 11% uptake of broadband increasing by 45% annually. Internet penetration in the Czech Republic (+50%), and Slovakia (+46%), are far ahead of Poland (+29%), Romania and Bulgaria (both 21%).

Internet use in the Baltic States has grown significantly in the past 5 years. In Estonia, more than 60% of individuals use the internet regularly – at least once a week – and the market grew significantly in the last 3 years by a constant 10.45% rate.

But perhaps the most significant trend is in Russia, which stands with the highest rate of internet adoption of more than 600% since 2000 (according to Internet World Stats). With a population of over 141 million this represents a vast new player in the online market place. Even with such a high adoption rate however, internet penetration is still only represents 15.5% of the population. Russia’s enormous potential will be the subject of discussion at EyeforTravel’s upcoming Emerging Online Travel Markets conference, 26-27 November.

Rapid growth in internet usage and booming tourism to the CEE region has resulted in the advent of numerous e-travel companies in the region. Adriatica.net (Croatia), Travelplanet.pl (Poland) and TravelStoreMaker.com (Bulgaria) are just some of the regions rising stars.

Whilst Poland is an estimated 3-4 years behind the UK, Travelplanet has used innovative techniques to encourage rapid migration online and overcome the current Polish trend to look online and book offline with impressive results.

Full article

Widgets Big with UGC Crowd

North Americans lead the world in Web widget usage, according to comScore data.

Widgets are used to display customized or personalized content on a Web site for things like photo sharing or music recommendations, and are commonly found on blogs, social networking sites and other personalized pages.

Four in 10 North American Internet users visited Web sites with embedded widgets in April 2007. Eastern Europeans had comparative widget disdain, with only 7.6% of Internet users in the region using the tools.

The most-used widgets worldwide were mainly photo-related. Slide was the top widget provider, with a worldwide reach of more than 117 million unique viewers, or 13.8% of the total worldwide Internet audience.

Full article

Pay TV Pushes On in Mideast and Africa

The Middle East and North Africa will have 6.1 million pay TV subscribers in 2012, up from 4.5 million at the end of 2006, according to Informa Telecoms & Media's "Middle East and Africa TV" report.

That represents a 36% compound annual growth rate, with much of the growth coming from Israel and Turkey.

Over half of the region's 54.8 million TV homes have multichannel TV service, and pay TV penetration in the region is projected to reach 62.3% by 2012, with nearly 40 million multichannel homes.

Full article