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Transcript of Readership Data & Survey 2007 - EURACTIV Readership Data & Survey 2007 . 2 ......

  • Readership Data & Survey

    2007

  • 2

    EXECUTIVE SUMMARY .......................................................................................................................................................... 3 METHODOLOGY ....................................................................................................................................................................... 4 WEB STATISTICS ...................................................................................................................................................................... 5 1 DEMOGRAPHY.................................................................................................................................................................. 6

    1.1 NATIONALITY ................................................................................................................................................................ 6 1.2 COUNTRY OF RESIDENCE ............................................................................................................................................... 7 1.3 LANGUAGES................................................................................................................................................................... 8

    1.3.1 Mother tongue........................................................................................................................................................... 8 1.3.2 Readership of the different language versions of EurActiv....................................................................................... 8 1.3.3 Working language..................................................................................................................................................... 9

    1.4 AGE ............................................................................................................................................................................... 9 1.5 GENDER ....................................................................................................................................................................... 10 1.6 WORK SECTOR ............................................................................................................................................................. 11 1.7 LEVEL/SKILLS .............................................................................................................................................................. 12

    2 USAGE................................................................................................................................................................................ 13 2.1 USAGE FREQUENCY...................................................................................................................................................... 13 2.2 USAGE TRENDS AND REASONS ..................................................................................................................................... 13 2.3 AREAS OF SPECIAL INTEREST ....................................................................................................................................... 15

    2.3.1 EU Funds ................................................................................................................................................................ 16 3 NEW TECHNOLOGIES .................................................................................................................................................. 17

    3.1 BLOGS.......................................................................................................................................................................... 17 3.2 ONLINE VIDEOS............................................................................................................................................................ 18 3.3 RSS AND CONTENT SYNDICATION............................................................................................................................... 19 3.4 BUYING ONLINE ........................................................................................................................................................... 20

    4 STRUCTURE OF COMMUNICATION......................................................................................................................... 21 4.1 DECENTRALISATION/CENTRALISATION ....................................................................................................................... 21 4.2 COMMUNICATION TOOLS ............................................................................................................................................. 23

    5 POSITIONING OF EURACTIV AS A COMMUNICATION PLATFORM............................................................... 24 5.1 VALUE OF EURACTIV’S MULTI-COUNTRY NETWORK ................................................................................................... 24 5.2 INDEPENDENCE ............................................................................................................................................................ 25 5.3 WHICH OTHER MEDIA DO READERS USE? ..................................................................................................................... 26

    5.3.1 …Print .................................................................................................................................................................... 26 5.3.2 …Organisations’ websites ...................................................................................................................................... 28 5.3.3 …News sites ............................................................................................................................................................ 29 5.3.4 …Broadcast ............................................................................................................................................................ 30

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    Executive Summary

    Notes : *) CIM certified figures January 2007 (Centre d’Information sur les medias)

    EurActiv network – In-depth EU reporting in 10 languages • EurActiv has experienced a remarkable increase in readership since the last readership survey in

    2005 and now (2007) reaches out to 475,000 EU Actors o Over 225,000* unique visitors using EurActiv.com in English, French and German o Over 250,000* unique visitors using one of the 8 EurActiv partner portals, in Bulgarian,

    Czech, French, Hungarian, Polish, Romanian, Slovak or Turkish. • Readers value EurActiv’s multi-country/multilingual approach • 70% prefer being informed about EU affairs from both a national and a Brussels perspective

    Readership is influential: opinion leaders in Brussels and other capitals • EurActiv readers are professionals (90%) with a high skills level. Two thirds of readers are

    policy makers or opinion leaders, i.e. they work on the political level, in senior or middle management (incl. journalists).

    • The readership in the network is younger than in the core version and the percentage of female readers is higher (57% of readers are women).

    • The partner portals ensure that EurActiv reaches out to national policy audiences in Central and Eastern Europe. With the opening of a French and a Turkish partner portal in 2007, the network was enriched by Western and Eastern dimensions, which will soon be further strengthened by a partner portal in Berlin.

    Independent and efficient media

    • 95% of survey respondents agree that EurActiv is an “independent and fact-based media” • 75% of EurActiv readers have access to EurActiv content in their native language. • EurActiv is a useful and unique tool:

    o A high percentage of readers (39%) are frequent or very frequent visitors (more than five times per month).

    o LinksDossiers providing in-depth policy background are EurActiv’s most appreciated feature (85%)

    o 44% of readers consider online advertisement in a specialised media to be “important” or “very important”.

    • EurActiv again confirms its position as the leading specialised media on EU affairs. • Of the top 10 news sites with substantial cross-readership with EurActiv, only a few are

    specialised media allowing targeted communication to European policy circles.

    New technologies • EurActiv has conducted one of the first extensive surveys on new technologies like blogs, online

    videos and content syndication. • Readers seem to already recognise the multiple opportunities for communication offered by

    these technologies, although they are not yet a primary source of information/communication.

  • 4

    Methodology

    *The sub-surveys are available as separate surveys. We thank API and AEJ for their input in preparing some of the media questions and forwarding the questionnaire to their members. We thank Kellen Europe for their input in preparing some of the federation’s questions.

    Sources of information: The presented statistics/charts/graphs are based on three sources of information: ♦ CIM (Centre d’Information sur les medias) ♦ Google analytics ♦ EurActiv readership survey (N= 3054)

    o Information collected through an online survey, running from 07 May to 13 July 2007 on the EurActiv network of policy portals. 3054 respondents filled in the questionnaire. The information was analysed objectively and not redressed for a possible samp