SPIR NetMonitor Research on the Sociodemography of …img.ihned.cz/attachment.php/90/58074090/Ari01WgOnTwVhsEFG3... · SPIR NetMonitor Research on the Sociodemography of Internet

SPIR NetMonitor

Research on the Sociodemography ofInternet Users in the Czech Republic

Medium title:

ihned.cz

Month:

November 2014

Basic information

The size of Internet population in the Czech Republic 6 971 031Number of respondents

Medium N = 2 001Total (for all measured media) N = 14 380

RU(number) 750 495Reach(%) 10.77PV(number) (from Czech visitors) 10 304 207PV(number) (from all visitors) 11 632 049GRP (%) 147.81

Source: NetMonitor – SPIR – Gemius & MediaresearchNovember 2014

-1-

ihned.cz

Table 1: Sex

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Male 55.40 415 740 11.74 71.49 7 366 566 208.04 109.06 50.80 3 460 103 49.98 3 930 741 179

Female 44.60 334 754 9.76 28.51 2 937 641 85.64 90.65 49.20 3 350 593 50.02 3 934 450 796

Source: NetMonitor – SPIR – Gemius & Mediaresearch, November 2014

Chart 1: Sex by RU(%)

0 % 50 % 100 %

Male55

51

Female45

49

Medium Total


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ihned.cz

Table 2: Age

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

10-14 yrs 2.87 21 547 4.86 0.96 98 546 22.22 45.14 6.21 422 617 2.87 225 814 178

15-24 yrs 22.78 170 931 16.08 16.73 1 723 812 162.19 149.38 15.28 1 040 686 15.32 1 205 112 880

25-34 yrs 18.85 141 484 10.54 22.56 2 324 385 173.22 97.94 19.28 1 312 973 18.42 1 448 877 350

35-44 yrs 21.66 162 585 10.11 20.09 2 069 833 128.77 93.95 23.13 1 575 043 23.70 1 864 069 594

45-54 yrs 13.94 104 633 9.31 19.29 1 988 082 176.91 86.48 16.09 1 095 884 17.41 1 369 001 420

55-64 yrs 11.25 84 442 9.45 11.94 1 230 229 137.62 87.74 12.86 875 549 14.36 1 129 598 406

65+ yrs 8.64 64 871 13.04 8.44 869 320 174.68 121.08 7.16 487 942 7.92 622 718 146


Chart 2: Age by RU(%)

0 % 50 % 100 %

10-14 yrs 36

15-24 yrs 2315

25-34 yrs 1919

35-44 yrs 2223

45-54 yrs 1416

55-64 yrs 1113

65+ yrs 97

Medium Total


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ihned.cz

Table 3: Highest Education

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Unfinished primary 4.04 30 328 5.39 2.53 260 462 46.32 50.10 7.91 538 804 3.92 308 184 294

Finished primary 7.29 54 738 10.86 5.60 576 654 114.44 100.90 7.24 493 191 7.58 596 433 102

Secondary education without leaving exam 17.06 128 048 7.22 5.59 575 802 32.45 67.02 25.52 1 738 090 28.99 2 279 740 214

Secondary education including extension stud-ies

38.42 288 352 11.07 40.66 4 190 077 160.88 102.84 37.40 2 547 080 38.86 3 056 793 948

Bachelor degree 11.11 83 380 17.33 10.20 1 050 549 218.40 161.01 6.90 470 133 7.39 581 054 065

University degree (MA, BA, ...) 22.07 165 646 15.86 35.43 3 650 663 349.45 147.28 15.03 1 023 396 13.26 1 042 986 351


Chart 3: Highest Education by RU(%)

0 % 50 % 100 %

Unfinished primary 48

Finished primary 77

Secondary education without leaving exam 1726

Secondary education including extension studies 3837

Bachelor degree 117

University degree (MA, BA, ...) 2215

Medium Total


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ihned.cz

Table 4: Marital Status

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Single 20.59 154 504 9.99 13.66 1 407 598 91.02 92.80 19.66 1 339 198 19.50 1 533 663 319

Married 23.93 179 560 10.27 28.23 2 908 452 166.42 95.43 26.03 1 773 062 26.27 2 065 921 614

Divorced 3.98 29 878 4.80 2.26 233 216 37.50 44.62 5.71 388 564 5.41 425 486 185

Widow(er) 0.77 5 742 4.35 1.39 142 819 108.20 40.41 1.36 92 598 1.10 86 759 177

Not asked 50.74 380 809 13.03 54.46 5 612 121 192.00 121.01 47.24 3 217 273 47.72 3 753 361 679


Chart 4: Marital Status by RU(%)

0 % 50 % 100 %

Single 2120

Married2426

Divorced46

Widow(er) 11

Not asked51

47

Medium Total


-5-

ihned.cz

Table 5: Number of Persons in the Household

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

1 person 8.33 62 494 7.01 5.39 555 011 62.24 65.09 8.93 608 413 10.04 789 911 709

2 persons 24.28 182 242 9.83 35.01 3 607 206 194.49 91.27 23.87 1 625 373 25.24 1 984 804 941

3 persons 25.38 190 454 11.43 16.12 1 660 658 99.62 106.12 25.53 1 739 065 26.06 2 049 302 284

4 persons 27.71 207 974 12.05 24.76 2 551 422 147.80 111.91 28.02 1 908 169 25.99 2 044 137 525

5 persons 11.29 84 750 16.09 15.29 1 575 945 299.24 149.47 9.46 644 207 9.17 720 921 334

6 and more persons 3.01 22 579 7.41 3.44 353 965 116.15 68.82 4.19 285 467 3.51 276 114 182


Chart 5: Number of Persons in the Household by RU(%)

0 % 50 % 100 %

1 person 89

2 persons 2424

3 persons 2526

4 persons 2828

5 persons 119

6 and more persons 34

Medium Total


-6-

ihned.cz

Table 6: Housewife

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Housewife - Yes 33.17 248 939 8.37 32.52 3 350 703 112.70 77.78 36.64 2 495 452 36.98 2 908 176 002

Housewife - No 16.09 120 745 11.22 13.02 1 341 383 124.68 104.25 16.13 1 098 652 15.30 1 203 727 308

Not asked 50.74 380 809 13.03 54.46 5 612 121 192.05 121.05 47.23 3 216 592 47.72 3 753 288 664


Chart 6: Housewife by RU(%)

0 % 50 % 100 %

Housewife - Yes33

37

Housewife - No1616

Not asked51

47

Medium Total


-7-

ihned.cz

Table 7: Head of the Household

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Head of the household - Yes 46.23 346 972 9.70 50.50 5 203 350 145.51 90.13 46.60 3 174 047 47.60 3 743 515 070

Head of the household - No 53.77 403 523 11.89 49.50 5 100 857 150.24 110.40 53.40 3 636 649 52.40 4 121 676 905

Not asked 0.00 0 - 0.00 0 - - 0.00 0 0.00 0


Chart 7: Head of the Household by RU(%)

0 % 50 % 100 %

Head of the household - Yes4647

Head of the household - No5453

Not asked00

Medium Total


-8-

ihned.cz

Table 8: Economic Activity

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Employed (also on irregular basis) 24.28 182 215 7.55 19.32 1 991 176 82.45 70.08 28.69 1 953 969 27.01 2 124 673 109

Businessman, sale trader 6.86 51 506 8.46 10.77 1 110 086 182.36 78.59 7.68 523 033 7.03 552 862 804

Not working 11.42 85 690 12.33 5.89 606 429 87.26 114.53 10.17 692 370 11.06 869 699 685

Retired 6.70 50 273 15.23 9.55 984 394 298.16 141.44 6.24 424 731 7.18 564 667 713

Not asked 50.74 380 809 13.03 54.46 5 612 121 192.05 121.05 47.23 3 216 592 47.72 3 753 288 664


Chart 8: Economic Activity by RU(%)

0 % 50 % 100 %

Employed (also on irregular basis) 2429

Businessman, sale trader 78

Not working 1110

Retired76

Not asked51

47

Medium Total


-9-

ihned.cz

Table 9: ABCDE National Socioeconomic Classification

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

A - highest 22.22 166 795 15.48 36.44 3 754 963 348.49 143.79 14.02 954 730 13.16 1 035 139 767

B 12.95 97 203 14.49 19.24 1 982 765 295.51 134.57 10.57 719 738 11.33 891 030 686

C1 15.46 116 037 11.47 12.32 1 269 580 125.47 106.52 13.95 949 884 14.59 1 147 406 070

C2 14.74 110 623 10.04 13.01 1 340 188 121.60 93.23 15.15 1 031 796 15.81 1 243 467 317

D 16.61 124 663 9.53 8.38 863 931 66.06 88.55 19.60 1 335 164 20.38 1 603 038 833

E1 6.56 49 225 8.36 3.77 388 862 66.02 77.63 8.68 591 410 10.20 802 391 669

E2 4.39 32 921 7.39 3.41 351 088 78.84 68.67 6.27 426 694 5.49 431 970 484

E3 2.37 17 796 6.05 2.24 230 414 78.39 56.24 4.58 311 637 5.42 426 300 080

Not qualified 4.69 35 228 7.45 1.19 122 414 25.90 69.23 7.19 489 639 3.62 284 447 068


Chart 9: ABCDE National Socioeconomic Classification by RU(%)

0 % 50 % 100 %

A - highest 2214

B13

11

C115

14

C21515

D17

20

E179

E246

E325

Not qualified 57

Medium Total


-10-

ihned.cz

Table 10: Net Income of the Household

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Up to CZK 6000 1.49 11 216 9.25 1.41 145 527 120.03 85.93 1.48 100 506 1.79 141 022 643

CZK 6001 - 10000 3.25 24 415 9.58 1.72 177 518 69.62 88.94 4.08 278 178 4.23 332 451 833

CZK 10001 - 15000 7.69 57 731 8.23 3.14 324 043 46.17 76.41 10.21 695 508 10.10 794 353 492

CZK 15001 - 20000 10.09 75 732 8.36 3.48 358 112 39.54 77.66 12.20 830 987 13.13 1 032 817 756

CZK 20001 - 25000 12.95 97 183 10.25 17.11 1 763 057 185.96 95.21 12.45 847 953 12.71 999 304 339

CZK 25001 - 30000 9.47 71 085 8.54 9.56 985 211 118.30 79.28 10.63 724 222 11.46 901 361 361

CZK 30001 - 35000 7.48 56 171 9.95 5.14 530 052 93.92 92.45 7.68 523 273 7.71 606 032 844

CZK 35001 - 40000 7.09 53 214 9.51 5.54 571 074 102.10 88.37 7.58 516 421 7.59 596 937 536

CZK 40001 - 50000 8.87 66 566 14.56 10.62 1 094 799 239.50 135.26 6.79 462 777 7.12 560 110 097

CZK 50001 and more 11.07 83 056 18.32 27.06 2 787 869 614.95 170.17 6.29 428 351 5.85 460 285 542

No income 6.04 45 327 7.36 3.63 373 555 60.64 68.34 8.74 595 411 5.91 464 924 443

I don’t know 14.50 108 792 19.56 11.58 1 193 389 214.58 181.70 11.85 807 102 12.40 975 590 087


Chart 10: Net Income of the Household by RU(%)

0 % 50 % 100 %

Up to CZK 6000 11

CZK 6001 - 1000034

CZK 10001 - 150008

10

CZK 15001 - 200001012

CZK 20001 - 250001312

CZK 25001 - 30000911

CZK 30001 - 3500078

CZK 35001 - 4000078

CZK 40001 - 500009

7

CZK 50001 and more11

6

No income6

9

I don’t know15

12

Medium Total


-11-

ihned.cz

Table 11: Size of the Place of Residence

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Up to 999 inhabitants 11.09 83 235 7.46 6.56 675 855 60.57 69.28 15.94 1 085 413 14.21 1 117 972 944

1000 - 4999 inhabitants 17.97 134 830 9.38 17.16 1 768 106 122.94 87.08 20.71 1 410 224 20.57 1 617 659 271

5000 - 19999 inhabitants 15.15 113 731 9.28 9.60 989 219 80.71 86.19 17.60 1 198 573 18.03 1 417 711 226

20000 - 99999 inhabitants 22.71 170 470 11.01 24.92 2 567 566 165.85 102.28 22.25 1 515 604 22.89 1 800 587 460

Over 100000 inhabitants 33.08 248 226 15.11 41.76 4 303 461 261.90 140.32 23.51 1 600 881 24.30 1 911 261 075


Chart 11: Size of the Place of Residence by RU(%)

0 % 50 % 100 %

Up to 999 inhabitants 1116

1000 - 4999 inhabitants18

21

5000 - 19999 inhabitants1518

20000 - 99999 inhabitants2322

Over 100000 inhabitants33

24

Medium Total


-12-

ihned.cz

Table 12: Region

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Praha 20.77 155 842 15.87 25.82 2 661 008 271.06 147.45 13.79 939 080 14.62 1 150 090 132

Stredoceský region 12.78 95 918 11.18 12.60 1 298 084 151.30 103.85 12.27 835 340 10.73 843 972 588

Jihoceský region 5.04 37 802 9.65 4.96 510 882 130.40 89.63 5.69 387 190 4.51 354 741 286

Plzenský region 5.19 38 988 10.44 7.75 798 668 213.95 97.01 5.35 364 539 5.42 426 408 467

Karlovarský region 1.74 13 067 7.79 0.39 39 717 23.68 72.37 2.39 162 888 2.25 176 650 422

Ústecký region 6.31 47 329 9.24 6.99 720 504 140.66 85.83 7.35 500 813 7.38 580 492 212

Liberecký region 3.28 24 646 8.87 3.09 318 563 114.65 82.39 4.02 274 063 3.69 289 840 387

Hradecký region 3.39 25 454 7.27 1.20 124 158 35.44 67.48 5.11 348 094 5.53 435 041 683

Pardubický region 4.83 36 225 9.86 1.78 183 125 49.85 91.59 5.27 359 132 4.80 377 597 172

Region Vysocina 4.69 35 211 11.48 7.55 778 139 253.75 106.66 4.40 299 944 5.17 407 005 660

Jihomoravský region 11.99 89 994 11.00 9.80 1 009 483 123.41 102.19 11.71 797 294 12.06 948 813 993

Olomoucký region 4.99 37 468 9.08 3.82 393 431 95.37 84.36 5.97 406 543 6.01 472 447 015

Zlínský region 5.52 41 444 10.50 5.12 528 000 133.75 97.51 5.71 388 656 6.81 535 587 437

Moravskoslezský region 9.47 71 102 9.37 9.13 940 446 123.94 87.04 10.97 747 115 11.02 866 503 520


Chart 12: Region by RU(%)

0 % 50 % 100 %

Praha21

14

Stredoceský region 1312

Jihoceský region 56

Plzenský region 55

Karlovarský region 22

Ústecký region 67

Liberecký region 34

Hradecký region 35

Pardubický region 55

Region Vysocina 54

Jihomoravský region 1212

Olomoucký region 56

Zlínský region 66

Moravskoslezský region 911

Medium Total


-13-

ihned.cz

Table 13: Facilities

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Family house, villa, farmstead 40.14 301 213 10.96 33.13 3 413 765 124.25 101.83 42.20 2 874 147 43.69 3 436 413 174

Weekend cottage 20.10 150 857 12.34 19.89 2 049 708 167.69 114.64 16.32 1 111 344 15.44 1 214 250 386

Car - younger than 10 year 49.31 370 103 12.75 56.62 5 833 980 200.95 118.41 42.22 2 875 619 42.42 3 336 069 861

Car - older than 10 year 34.43 258 416 9.57 28.27 2 912 489 107.89 88.92 38.77 2 640 569 38.53 3 030 071 807

Micro-wave oven 80.48 604 035 10.98 80.03 8 246 449 149.88 101.97 77.17 5 256 101 79.53 6 255 088 468

Dishwasher 50.61 379 789 13.14 54.55 5 620 476 194.39 122.01 42.47 2 892 565 43.47 3 418 759 071

Electric drilling machine 64.43 483 575 10.83 64.47 6 643 079 148.82 100.63 61.14 4 163 818 62.12 4 886 043 863

Digital camera 76.76 576 074 11.50 87.74 9 040 686 180.42 106.78 68.07 4 635 921 68.94 5 422 576 672

Video recorder/DVD 66.55 499 453 10.08 73.35 7 558 144 152.49 93.60 66.53 4 531 369 66.55 5 234 251 166

Videocamera, digital videocamera 31.45 236 015 10.16 35.87 3 695 676 159.07 94.36 30.79 2 097 255 30.12 2 368 745 104

Colour TV 83.87 629 447 11.06 87.02 8 966 509 157.54 102.73 80.00 5 448 287 82.91 6 520 851 799

Home cinema 20.48 153 732 8.93 24.67 2 542 443 147.71 82.96 20.95 1 426 834 20.17 1 586 225 054

Personal computer 84.78 636 254 11.06 90.48 9 323 709 162.11 102.75 79.08 5 386 195 81.16 6 383 152 968

Cable TV 33.86 254 113 10.64 45.19 4 655 982 194.94 98.83 31.20 2 125 184 32.21 2 533 423 077

Nothing from above 2.81 21 106 15.40 2.53 261 122 190.55 143.07 2.92 199 110 3.15 247 518 941

Not asked 43.70 327 959 13.61 50.16 5 168 126 214.41 126.38 38.62 2 630 356 38.69 3 043 290 328


Chart 13: Facilities by RU(%)

0 % 50 % 100 %

Family house, villa, farmstead 4042

Weekend cottage 2016

Car - younger than 10 year 4942

Car - older than 10 year 3439

Micro-wave oven80

77

Dishwasher51

42

Electric drilling machine 6461

Digital camera 7768

Video recorder/DVD 6767

Videocamera, digital videocamera 3131

Colour TV84

80

Home cinema2021

Personal computer 8579

Cable TV34

31

Nothing from above 33

Not asked44

39

Medium Total


-14-

ihned.cz

Table 14: All Places of Internet Connection

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

At home 91.59 687 413 10.45 90.41 9 315 983 141.67 97.10 91.82 6 253 523 93.20 7 330 731 506

At work 43.91 329 572 12.59 54.16 5 580 710 213.14 116.92 36.97 2 518 074 34.75 2 733 368 066

At school 18.49 138 793 16.17 13.08 1 348 086 157.06 150.20 12.76 869 372 11.84 931 352 058

In a net café 6.44 48 369 12.59 9.72 1 001 969 260.74 116.92 4.42 300 747 3.72 292 474 068

At friends/family 18.17 136 366 11.61 18.72 1 928 982 164.29 107.88 14.26 970 883 12.51 983 706 593

Other place 15.60 117 098 13.19 20.14 2 075 608 233.72 122.48 11.09 755 394 9.78 769 042 153

Not asked 0.00 0 - 0.00 0 - - 0.00 0 0.00 0


Chart 14: All Places of Internet Connection by RU(%)

0 % 50 % 100 %

At home9292

At work44

37

At school18

13

In a net café6

4

At friends/family 1814

Other place 1611

Not asked00

Medium Total


-15-

ihned.cz

Table 15: Connection from Home

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Telephone line connection 4.63 34 733 10.30 7.05 726 913 215.57 95.67 5.77 392 826 5.49 431 945 367

Mobile phone connection 1.13 8 514 7.02 0.55 56 773 46.82 65.22 1.28 87 065 1.49 117 345 410

Broad band connection 35.14 263 697 10.41 31.68 3 263 861 128.90 96.73 36.27 2 470 174 35.78 2 813 855 283

I don’t know 0.97 7 264 7.05 0.86 88 864 86.29 65.52 2.22 151 104 3.38 265 871 267

I don’t have Internet at home 0.00 0 - 0.00 0 - - 0.00 0 0.00 0

Not asked 58.13 436 285 11.25 59.86 6 167 794 159.07 104.51 54.47 3 709 526 53.86 4 236 174 647


Chart 15: Connection from Home by RU(%)

0 % 50 % 100 %

Telephone line connection 56

Mobile phone connection 11

Broad band connection3536

I don’t know12

I don’t have Internet at home00

Not asked58

54

Medium Total


-16-

ihned.cz

Table 16: Measured Frequency of the Internet Use (NetMonitor)

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

1-5 days in a month 18.94 142 134 8.51 17.92 1 846 346 110.54 79.04 37.46 2 551 063 13.81 1 086 328 437

6-10 days in a month 5.05 37 890 4.01 2.28 234 492 24.80 37.23 11.86 807 601 3.31 260 032 389

11-15 days in a month 7.94 59 598 7.11 4.54 467 495 55.75 66.02 10.92 743 882 6.26 492 194 516

16-20 days in a month 19.38 145 422 13.79 21.41 2 206 451 209.24 128.09 13.71 934 059 16.46 1 294 935 064

21 and more days in a month 48.69 365 450 14.84 53.86 5 549 424 225.39 137.87 26.05 1 774 088 60.16 4 731 701 568


Chart 16: Measured Frequency of the Internet Use (NetMonitor) by RU(%)

0 % 50 % 100 %

1-5 days in a month 1937




21 and more days in a month 4926

Medium Total


-17-

ihned.cz

Table 17: IT Knowledge

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Basic 28.49 213 801 9.25 22.63 2 331 979 100.90 85.93 35.71 2 431 917 36.91 2 903 338 505

Above standard 18.39 138 040 8.62 21.29 2 193 394 136.91 80.03 15.81 1 076 691 14.28 1 123 125 507

Professional 2.38 17 844 13.15 1.62 166 712 122.89 122.18 1.26 85 495 1.09 85 439 298

Not asked 50.74 380 809 13.03 54.46 5 612 121 192.05 121.05 47.23 3 216 592 47.72 3 753 288 664


Chart 17: IT Knowledge by RU(%)

0 % 50 % 100 %

Basic28

36

Above standard18

16

Professional21

Not asked51

47

Medium Total


-18-

ihned.cz

Table 18: Economically Active as

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Employee 19.47 146 120 7.40 14.24 1 467 510 74.36 68.77 24.36 1 659 234 22.78 1 791 861 259

Working student/trainee 3.42 25 641 13.53 2.75 282 885 149.23 125.64 1.99 135 510 1.76 138 171 255

Working pensioner 1.00 7 477 3.76 2.18 224 240 112.70 34.91 1.21 82 643 1.11 87 312 638

Person on maternity leave 0.59 4 456 4.41 0.21 21 821 21.57 40.92 1.33 90 395 1.44 113 173 707

Respondent is not employed 75.52 566 799 12.57 80.62 8 307 750 184.30 116.79 71.11 4 842 912 72.91 5 734 673 116


Chart 18: Economically Active as by RU(%)

0 % 50 % 100 %

Employee 1924

Working student/trainee 32

Working pensioner 11

Person on maternity leave 11

Respondent is not employed 7671

Medium Total


-19-

ihned.cz

Table 19: Characteristics of the Employment

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Top management 2.11 15 852 14.29 3.59 370 168 333.76 132.77 1.39 94 505 1.14 89 358 432

Middle management 7.55 56 647 10.31 8.35 860 694 156.72 95.81 7.28 495 909 6.00 471 824 869

Highly qualified specialist (teacher, scientist) 10.11 75 897 12.41 11.91 1 227 276 200.63 115.25 8.13 553 454 7.75 609 617 111

Working in the office (administration, ...) 13.14 98 602 14.72 12.88 1 326 814 198.09 136.74 10.70 728 449 10.65 837 558 226

Working outside of the office (sales agent, ...) 2.08 15 628 13.07 6.12 630 574 527.16 121.36 1.90 129 221 2.08 163 879 010

Foreman, sister ward, supervisor, ... 1.52 11 411 5.47 1.91 196 783 94.35 50.82 2.64 180 020 2.90 227 827 878

Manual worker with minimum middle qualifi-cation

4.25 31 860 7.20 2.45 252 254 56.99 66.86 5.45 371 303 5.88 462 263 671

Qualified manual worker in agriculture,forestry, ...

0.46 3 462 4.16 0.15 15 035 18.05 38.62 1.08 73 397 1.18 92 806 648

Qualified manual worker in other professions(mechanic, fitter, craftsman)

5.39 40 414 5.32 2.56 264 149 34.79 49.45 9.57 651 670 10.14 797 231 598

Manual worker without (porter, dustman) 2.42 18 184 6.21 3.11 319 985 109.36 57.73 3.29 224 124 3.38 265 502 094

Respondent is not employed 50.97 382 532 12.25 46.98 4 840 475 154.97 113.76 48.58 3 308 639 48.92 3 847 322 437


Chart 19: Characteristics of the Employment by RU(%)

0 % 50 % 100 %

Top management 21

Middle management 87

Highly qualified specialist (teacher, scientist) 108

Working in the office (administration, ...) 1311

Working outside of the office (sales agent, ...) 22

Foreman, sister ward, supervisor, ... 23

Manual worker with minimum middle qualification 45

Qualified manual worker in agriculture, forestry, ... 01

Qualified manual worker in other professions (mechanic, fitter,craftsman)

510

Manual worker without (porter, dustman) 23

Respondent is not employed 5149

Medium Total


-20-

ihned.cz

Table 20: Business Activities

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Specialist (lawyer, architect) 4.40 33 023 12.93 8.97 924 020 361.88 120.13 3.00 204 618 2.37 186 186 006

Self employed (craftsman, seller) 7.84 58 871 9.96 4.64 478 624 80.99 92.54 7.66 521 776 7.88 619 524 922

Store, company owner 2.94 22 049 10.26 6.20 638 806 297.19 95.29 2.99 203 936 2.64 207 561 150

Farmer 0.14 1 042 3.49 0.39 39 850 133.28 32.38 0.25 17 019 0.26 20 678 338

Respondent is not a businessman 84.68 635 508 10.81 79.80 8 222 906 139.85 100.39 86.09 5 863 345 86.85 6 831 241 559


Chart 20: Business Activities by RU(%)

0 % 50 % 100 %

Specialist (lawyer, architect) 43

Self employed (craftsman, seller) 88

Store, company owner 33

Farmer00

Respondent is not a businessman 8586

Medium Total


-21-

ihned.cz

Table 21: Number of Subordinates

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Without subordinates 36.48 273 747 10.58 38.55 3 972 260 153.53 98.28 32.27 2 197 854 34.07 2 679 971 982

1 to 5 subordinates 8.86 66 507 8.01 9.99 1 029 751 124.08 74.44 9.91 674 997 9.64 758 314 138

6 to 10 subordinates 3.69 27 697 10.52 6.64 683 749 259.59 97.67 3.69 251 157 3.10 244 184 738

11 to 50 subordinates 4.08 30 616 11.27 5.26 541 974 199.48 104.67 3.81 259 212 3.14 246 855 837

More than 50 subordinates 0.96 7 232 7.17 2.31 238 501 236.43 66.59 1.20 81 919 1.12 88 342 088

Respondent has no posibility to have subordi-nates

45.93 344 694 11.81 37.25 3 837 972 131.53 109.72 49.12 3 345 555 48.92 3 847 523 192


Chart 21: Number of Subordinates by RU(%)

0 % 50 % 100 %

Without subordinates36

32

1 to 5 subordinates910



More than 50 subordinates11

Respondent has no posibility to have subordinates 4649

Medium Total


-22-

ihned.cz

Table 22: Economically Inactive as

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Unemployed 1.89 14 203 8.24 0.60 61 450 35.64 76.51 2.05 139 417 2.35 185 016 036

Pupil, student, trainee 7.99 59 945 14.28 4.57 471 326 112.29 132.65 6.05 411 959 6.26 492 733 302

Housewife 0.24 1 835 10.79 0.04 4 460 26.22 100.23 0.31 21 222 0.21 16 456 649

On maternity leave 1.20 8 996 12.96 0.57 58 511 84.31 120.41 1.53 103 956 1.96 154 118 671

Other 0.09 708 4.31 0.10 10 682 65.00 40.06 0.23 15 896 0.27 21 465 007

Respondent is economically active, or retired(and not working)

88.58 664 805 10.59 94.11 9 697 778 154.52 98.39 89.83 6 118 243 88.94 6 995 402 309


Chart 22: Economically Inactive as by RU(%)

0 % 50 % 100 %

Unemployed 22

Pupil, student, trainee 86

Housewife00

On maternity leave 12

Other00

Respondent is economically active, or retired (and not working) 8990

Medium Total


-23-

ihned.cz

Table 23: Activities on computers which respondent does

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Finding websites and finding needed informa-tion

44.61 334 781 12.11 50.49 5 202 858 188.21 112.49 32.11 2 187 032 31.98 2 515 253 843

Working with tables, filling numbers inside andgiving it to proper format

38.73 290 693 8.68 34.08 3 511 287 104.87 80.64 32.53 2 215 298 31.57 2 483 411 157

Caring for one’s computer security by oneself,securing it against viruses, spyware and ad-ware

5.98 44 845 10.08 2.87 296 029 66.52 93.60 4.11 279 836 3.73 293 707 614

Creating at least partly or sometimes websites 23.19 174 061 12.38 23.13 2 383 753 169.59 115.02 15.47 1 053 628 15.36 1 207 994 925

Creating at least simple computer programs us-ing any programming language

3.15 23 608 11.45 3.30 340 453 165.05 106.31 2.48 169 051 2.18 171 333 404

None of above 24.62 184 755 16.16 21.08 2 171 839 189.93 150.07 31.22 2 126 347 34.35 2 701 674 937

Respondent wasn’t asked 48.88 366 822 10.88 54.54 5 619 873 166.71 101.07 43.35 2 952 519 41.15 3 236 726 018


Chart 23: Activities on computers which respondent does by RU(%)

0 % 50 % 100 %

Finding websites and finding needed information 4532

Working with tables, filling numbers inside and giving it to properformat

3933

Caring for one’s computer security by oneself, securing it againstviruses, spyware and adware

64

Creating at least partly or sometimes websites 2315

Creating at least simple computer programs using any programminglanguage

32

None of above25

31

Respondent wasn’t asked 4943

Medium Total


-24-

ihned.cz

Table 24: Activities on internet which respondent does

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

Instant messaging - online communication likeICQ, AOL...

32.59 244 588 8.89 27.65 2 849 393 103.61 82.61 29.53 2 010 941 27.55 2 166 544 971

Gaining information about products or services 36.23 271 939 9.47 35.98 3 707 751 129.06 87.92 37.78 2 573 417 36.95 2 906 082 053

Gaining special information for work or study 28.32 212 523 10.71 32.55 3 354 215 168.99 99.46 26.07 1 775 559 26.39 2 075 702 251

Online radio listening 16.24 121 868 9.26 8.47 872 447 66.28 86.00 15.65 1 065 752 15.39 1 210 360 212

Watching videos or demos on the Internet (eg,YouTube, iDNES, Stream, TV stations, archives,...)

61.44 461 084 12.34 62.00 6 388 238 170.97 114.62 53.86 3 668 192 57.41 4 515 258 201

None from above 2.57 19 269 10.06 1.60 165 191 86.26 93.47 4.73 322 180 4.72 370 956 808

Respondent wasn’t asked 49.70 372 975 12.62 53.49 5 511 449 186.48 117.22 45.50 3 099 070 45.09 3 546 039 330


Chart 24: Activities on internet which respondent does by RU(%)

0 % 50 % 100 %

Instant messaging - online communication like ICQ, AOL... 3330

Gaining information about products or services 3638

Gaining special information for work or study 2826

Online radio listening 1616

Watching videos or demos on the Internet (eg, YouTube, iDNES,Stream, TV stations, archives, ...)

6154

None from above35


Medium Total


-25-

ihned.cz

Table 25: Total internet time spent on foreign websites

MEDIUM TOTAL

RU

(%)

RU

(number)

Reach

(%)

PV

(%)

PV

(number)

TRP

(%)

Affinity

(%)

RU

(%)

RU

(number)

PV

(%)

PV

(number)

None or almost none time I spent on foreignwebsites

51.41 385 848 14.33 41.90 4 317 573 160.32 133.08 61.02 4 155 914 65.31 5 136 705 018

Till 10 % approx. 22.79 171 019 9.01 23.23 2 393 406 126.13 83.72 19.20 1 307 460 18.73 1 472 826 909

From 10 % till 30 % approx. 15.69 117 772 11.14 23.55 2 426 864 229.54 103.47 9.79 667 026 9.26 728 207 208

From 31 % till 50 % approx. 4.91 36 829 6.90 5.93 611 215 114.43 64.05 4.24 288 953 3.24 254 956 265

From 51 % till 75 % approx. 2.89 21 661 9.89 4.12 424 360 193.84 91.90 2.20 149 857 1.46 114 879 768

Fore than 75 % 1.48 11 101 9.41 0.79 81 649 69.24 87.44 1.24 84 514 0.79 61 859 787

I don’t know, I’m not sure 0.81 6 113 1.52 0.47 48 927 12.16 14.12 2.18 148 564 1.17 91 643 776

Respondent wasn’t asked 0.02 148 0.30 0.00 215 0.43 2.77 0.12 8 406 0.05 4 113 245


Chart 25: Total internet time spent on foreign websites by RU(%)

0 % 50 % 100 %

None or almost none time I spent on foreign websites 5161

Till 10 % approx. 2319

From 10 % till 30 % approx. 1610



Fore than 75 %11

I don’t know, I’m not sure 12


Medium Total


-26-

THE KEY

Below mentioned term "target group" (given target group, chosen target group, chosen TG) is being used here as a target group given ina table line (or column of graph) of a given sociodemographic indicator, i.e. target group "women", "Liberec region", "Retired", etc. Thetarget group "All" is defined as Persons in the age of 10+ that have visited Internet at least once in the last month.

MEDIUM:

RU(number) – a number of visitors (real users) from the respective target group of a chosen medium

RU(%) – structure of visitorsInformation on the visitors profile of a chosen medium – in the form of proportional spreading of Internet users (according to Reach)among individual target groupsRU(%) = RU(number)(medium)(chosen TG)/RU(number)(medium)(TG All)*100

Reach(%) – proportion of the number of the medium visitors from the respective target group to the size of this target groupReach(%)(CS) = RU(number)(medium)(TG)/size of TG(number)*100

PV(number) – number of page views generated in the medium by users from a respective target group

PV(%) – structure of page viewsInformation on the visitors profile of a chosen medium – in the form of proportional spreading of Internet users (according to page views)among individual target groupsPV(%) = PV(number)(medium) (chosen TG)/PV(number)(medium)(TG All)*100

TRP(%) – Target Rating PointsGross rating of a given target group on a chosen mediumTRP(%) = PV(number)(medium)/ size of TG(number)*100(similarly is defined indicator GRP(%) Gross Rating Points, the difference is that as target group all population is considered, target groupAll)

Affinity(%) – affinity of reachCoefficient expressing the relationship between the audience of a chosen medium and the audience of all measured mediumAffinity(%) = Reach(%)(medium)(chosen TG)/Reach(%)(medium)(TG All)

TOTAL:

Total RU(number) – a number of visitors (real users) from the respective target group of all measured medium

Total RU(%) – structure of visitors, i.e. information on the total Reach profile for all measured mediumInformation on the visitors profile of all measured medium – in the form of proportional spreading of Internet users (according to Reach)among individual target groupsRU(%) = RU(number)(all medium)(chosen TG) /RU(number)(all medium)(TG All)*100

Total PV(number) – number of page views generated on all measured medium by users from a respective target group

Total PV(%) – structure of visitors, i.e. information on the profile of page views in total for all measured mediumInformation on the visitors profile of all measured medium – in the form of proportional spreading of Internet users (according to pageviews) among individual target groups.PV(%) = PV(number)(all medium)(chosen TG) /PV(number)(all media)(TG All)*100

Question on IT knowledge

Basic – persons, which declare basic computer and Internet knowledge (e.g. writing basic text, saving files, electronic mail, surfingwebsites, etc

Above standard – persons, which declare above standard computer and Internet knowledge (e.g. using mathematical functions in a tablecalculator, creating graphical presentations, work with search engines, databases on the users level, etc.)

Professional – IT professionals (e.g. administrators or coders)

-27-

ABCDE classification

ABCDE classification enables evaluation of social and economical status of an individual in the society. Usually it is calculated for thehead of a household. Considering the particularity of Internet questioning a method of direct calculation for individual respondentshas been adopted. The methodological committee has been working on the ABCDE classification update with representatives of theresearch agencies, media agencies and public professionals resulting in the suggestion of the scale A,B,C1,C2,D,E1,E2,E3. This scalecorrespondswith the international standard accredited by ESOMAR and also the algorithm of the individual’s categorization correspondswith the international customs. ABCDE classification divides household individuals into social categories based on economical status(economically active x inactive individual). For economically active it then divides entrepreneur and employee. The place at work thenserves to further differentiation (including possible number of subordinates for managing positions). The education of the examinedperson has the influence on the final categorization for all aroused classes. Based on the ESOMAR standards for economically inactivepeople we do not proceed according to their last employment but the level of the economic strength measured through the householdfacilities. The education influence is present here as well. Owing to the fact that the international procedure corresponds to the Europeanlevels, the social structure of the Czech population comes out worse than it used to for the current ABCD classification. Nevertheless thisstructure enables us to conduct comparisons within Europe. Still the committee has decided that for using it within the Czech Republic,the scale will be adjusted to take into account the specifics of the Czech Republic. This adjusted scale results from the European standardby shifting one or two classes up or down based on the subsistence index of the examined person’s household.A – The group with the highest social status in the society given by a very prestigious employment and highest income at the same time.B – The group with outstanding income, usually higher management and the group of higher specialists with minimum secondaryeducation.C1, C2 – The group with average living standard and average income, e.g. small businessmen, self employees, technicians, officers andlower specialists.D – The group with average and slightly below-average living standard, e.g. qualified manual workers.E1, E2, E3 – The group characterised with below-average living standard predominantly with inactive individuals, i.e. unemployed,retired or not qualified workers.

Questions on the economic activity and employment:

These questions (18, 19, 20, 21 a 22) have been used (apart the others) mainly to set up the ABCDE classification. Based on the respondent’sanswer to question 8 (Economic activity), he/she is then questioned by a group of specific questions. Question 8 is hence used a filterto put further questions. Thus not each respondent is asked the above mentioned five questions. Therefore for the opportunity of targetgroups creation within the whole population the segmentation of single answers to this question is supplemented with the group ofrespondents that haven’t been asked this question. So for instance at question 20 "Business activities" this group is called "Respondent isnot a businessman".

-28-

Documents

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