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Internet Usage Even if the comparison isn't entirely accurate: The new Net Audit data from WEMF differs from that of the MMXI Internet Panel in much the same way that circulation figures differ from readership figures.
Internet usage Even if the comparison is limping: Wemf's new Net Audit data differs from that of the MMXI Internet panel, such as circulation figures from reader figures.Since the beginning of the year, twelve providers of online offerings have had the number of hits on their website collected and certified by Wemf's new Net Audit instrument. Ten of these providers have now also allowed Wemf to publish the January data of their websites. Among these ten Net Audit customers are the websites of the four major Jean Frey titles Weltwoche, Bilanz, Beobachter and TR7, and the NZZ Group is represented by NZZ.ch and eBund.ch. As the third large media company, the Basler Mediengruppe is also involved with its Bluebanana.ch portal.Wemf offers the providers themselves an insight into the current data at any time, displayed in the monthly, weekly and daily course. However, only the number of page impressions (PI) and visits per website and month are published. The PI unit indicates the number of visits to each individual site of an online offering. If an Internet user calls up several sites from the same URL - and perhaps some more than once - each individual change counts as a PI. Several PIs triggered by the same user on a URL are combined into one visit, provided that the PIs measured are not more than 30 minutes apart. Otherwise, the Net Audit system counts a new visit (see WW 3/03).
Ticino far ahead of Zurich
What is interesting about the first Net Audit data is that Ticinonline
.ch, the joint platform of La Regione Ticino, Giornale del Popolo, Corriere del Ticino and Publicitas, ranks second among the online offerings surveyed in terms of visits and PIs, but comes in first with 6.76 PIs per visit. Conversely, the mere three PIs per visit at Bilanz.ch suggest that the website is used by an audience that only visits specific sites.
To give an indication of how current Net Audit customers are ranked in terms of overall Internet usage in Switzerland, Werbewoche consulted the MMXI data, which is also collected monthly. Net Audit's top-ranked domain NZZ.ch ranks 47th among all sites accessed from Swiss home PCs. Somewhat further ahead are Blick.ch and SFDRS.ch (ranks 25 and 38).
In other respects, however, Net Audit and MMXI data cannot be compared in absolute terms, even though electronic measurement is used in both cases. They differ in the way they are viewed and the methods used to collect the data. MMXI electronically tracks the surfing behavior of panel members, on whose (home) PCs a special measurement software is installed. The data obtained is extrapolated to a population and can be combined with sociodemographic information.
Net Audit, on the other hand, focuses not on users, but on sites. On each site registered with Net Audit, the actual number of visitors is measured electronically. It is known which site was visited when and for how long, but not by whom.
Nevertheless, at first glance, one would expect a somewhat greater correspondence between the number of PIs (Net Audit) and Page Views (MMXI). In fact, however, the differences are huge. One of the main reasons: MMXI currently only measures surfing behavior from home computers in Switzerland. Net Audit, on the other hand, measures the number of all accesses to online offerings, regardless of whether they are made from home or at work. Therefore, the MMXI figures must be significantly lower.
Private computer MMXI registers each movement of panel members on the Internet by means of software installed in the home PC.
Computers at work Surfing movements at work are not currently collected by MMXI.
Web server company XY Net Audit registers traffic only on the homepage of a company that wants to have the number of accesses to its web offer certified. It is irrelevant whether the users access it from home or from work.
What Net Audit and MMXI measured in January 2003 NET AUDIT MMXI
Rank Domain Visits Page impressions (PI) PI/Visit Number of visitors Reach in % Page views Pages/person
1 nzz.ch 2 313 017 11 348 607 4.91 128 000 5.06 3 073 000 24
2 ticinonline.ch 305 051 2 061 320 6.76 3 000 0.1 32 000 10
3 ebund.ch 138 768 673 032 4.85 8 000 0.3 46 000 6
4 beobachter.ch 80 554 381 283 4.73 33 000 1.29 424 000 13
5 weltwoche.ch 78 960 312 009 3.95 7 000 0.3 68 000 9
6 swissguide.ch 53 975 210 346 3.90 13 000 0.5 66 000 5
7 bluebanana.ch 39 933 219 661 5.50 12 000 0.5 125 000 11
8 tr7.ch 28 313 172 753 6.10 7 000 0.3 55 000 8
9 bilanz.ch 24 398 73 080 3.00 3 000 0.1 16 000 6
10 move.ch 1 851 6 165 3.33 5 000 0.2 36 000 8
Source: Wemf/MMXI
Markus Knöpfli
Ticino far ahead of Zurich
What is interesting about the first Net Audit data is that Ticinonline
.ch, the joint platform of La Regione Ticino, Giornale del Popolo, Corriere del Ticino and Publicitas, ranks second among the online offerings surveyed in terms of visits and PIs, but comes in first with 6.76 PIs per visit. Conversely, the mere three PIs per visit at Bilanz.ch suggest that the website is used by an audience that only visits specific sites.
To give an indication of how current Net Audit customers are ranked in terms of overall Internet usage in Switzerland, Werbewoche consulted the MMXI data, which is also collected monthly. Net Audit's top-ranked domain NZZ.ch ranks 47th among all sites accessed from Swiss home PCs. Somewhat further ahead are Blick.ch and SFDRS.ch (ranks 25 and 38).
In other respects, however, Net Audit and MMXI data cannot be compared in absolute terms, even though electronic measurement is used in both cases. They differ in the way they are viewed and the methods used to collect the data. MMXI electronically tracks the surfing behavior of panel members, on whose (home) PCs a special measurement software is installed. The data obtained is extrapolated to a population and can be combined with sociodemographic information.
Net Audit, on the other hand, focuses not on users, but on sites. On each site registered with Net Audit, the actual number of visitors is measured electronically. It is known which site was visited when and for how long, but not by whom.
Nevertheless, at first glance, one would expect a somewhat greater correspondence between the number of PIs (Net Audit) and Page Views (MMXI). In fact, however, the differences are huge. One of the main reasons: MMXI currently only measures surfing behavior from home computers in Switzerland. Net Audit, on the other hand, measures the number of all accesses to online offerings, regardless of whether they are made from home or at work. Therefore, the MMXI figures must be significantly lower.
Private computer MMXI registers each movement of panel members on the Internet by means of software installed in the home PC.
Computers at work Surfing movements at work are not currently collected by MMXI.
Web server company XY Net Audit registers traffic only on the homepage of a company that wants to have the number of accesses to its web offer certified. It is irrelevant whether the users access it from home or from work.
What Net Audit and MMXI measured in January 2003 NET AUDIT MMXI
Rank Domain Visits Page impressions (PI) PI/Visit Number of visitors Reach in % Page views Pages/person
1 nzz.ch 2 313 017 11 348 607 4.91 128 000 5.06 3 073 000 24
2 ticinonline.ch 305 051 2 061 320 6.76 3 000 0.1 32 000 10
3 ebund.ch 138 768 673 032 4.85 8 000 0.3 46 000 6
4 beobachter.ch 80 554 381 283 4.73 33 000 1.29 424 000 13
5 weltwoche.ch 78 960 312 009 3.95 7 000 0.3 68 000 9
6 swissguide.ch 53 975 210 346 3.90 13 000 0.5 66 000 5
7 bluebanana.ch 39 933 219 661 5.50 12 000 0.5 125 000 11
8 tr7.ch 28 313 172 753 6.10 7 000 0.3 55 000 8
9 bilanz.ch 24 398 73 080 3.00 3 000 0.1 16 000 6
10 move.ch 1 851 6 165 3.33 5 000 0.2 36 000 8
Source: Wemf/MMXI
Markus Knöpfli
