SRG now competes with Wemf
Steinmann's first step: NetBase, a free alternative to MA Net
MMXI (Switzerland), one of the two Internet panel operators in Switzerland, was able to win SRG as a media partner at an early stage. What's more, the SRG research service is responsible for the representative survey of a basic population of the "Swiss Internet community" for the MMXI panel. The Konso Institute, which conducts a total of 43,000 telephone interviews per year, was commissioned to carry out the survey. This data material, called NetBase, has so far only been used internally to determine the MMXI Internet Panel. However, this will soon change: MMXI subscribers will also receive the NetBase material for the last three months free of charge with their May Internet usage data. And then six times a year.
Two currencies again - and the benefits are questionable
So far, so interesting - if it weren't for the MA Net (and partly the MA Comis) of the AG für Werbemedienforschung (Wemf). Wemf has been collecting partly similar data since 1997. Matthias Steinmann had considered this competition (WW 17/01) because Wemf had entered into a partnership with MMXI opponent ACNielsen. Now he is following up his words with action. Whether this will help the Internet industry is questionable. Because with
the panels from ACNielsen and
MMXI, there have recently been two incompatible currencies on the market for Internet usage (WW 22/01). Now the sector is again receiving two different currencies for Internet structure data (see table). This time, however, the differences are
MA Net and NetBase show no parallels in the definition of what a user is, let alone in the number of users.
of the interviews or in the publication of the results.
The advantage of MA Net: a brand since 1997, shows Internet development over several years, provides a manageable amount of data. However, MA Net is not compatible with the ACNielsen Internet Panel.
The advantage of NetBase: highly representative thanks to 43,000 interviews, compatible with Radio- and Telecontrol as well as MMXI-Panel. The latter is also the second fence post in Steinmann's arsenal, as it could also be used to create a competing product to Wemf's MA Strategy (WW 17/01).
Two currencies again
NetBase June 01 MA Net 2001,
(SRG) 1st wave (Wemf)
Published at least 6 times a year, (dates 2x a year
over 3 months in each case)
Number of interviews per wave 10 700 12 313
Number of interviews per year 43,000 approx. 23,000
Age 2++ 14++
Definition: An Internet user ... ... has in the last month ... has in the last
at home, at work 6 months at home, at work
or elsewhere at least workplace or elsewhere
used the Internet at least once
(= Total User) used (= widest
User group WNK)
ResultsSurvey period April 2001 April to September 2000
Total Internet users 3 115 000 (= total users) 2 636 000 (= WNK)
Number of persons with 2 807 056 is not collected
Internet connection at home
Number of Internet users 2,195,000 1,865,000
at home
Number of Internet users 1,866,000 1,711,000
at the workplace
Number of Internet users 501 000 is not collected
elsewhere/on the road
