Gender and Age Differences in Internet Use among Czech Internet Users: Consequences for Online Advertisement Targeting

Gender and Age Differences in Internet Use among Czech Internet Users: Consequences for Online Advertisement Targeting

Václav Stříteský (University of Economics, Prague, Czech Republic), Marek Stříteský (University of Economics, Prague, Czech Republic) and Martin John David Quigley (University of Economics, Prague, Czech Republic)
Copyright: © 2015 |Pages: 17
DOI: 10.4018/IJOM.2015040101
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Abstract

The internet offers advertisers many opportunities for targeting their advertisements. The traditional approach to the demographic targeting of advertisements assumes the existence of internet servers with sufficient homogeneity of visits. The aim of this paper is to identify the variations in internet content consumption habits of different groups of Czech internet users, according to gender and age. On the basis of the research findings, the possibilities for the demographic targeting of internet advertisements by gender and age on the Czech internet were assessed. The analysis is based on the data from the extensive research which was carried out by the Netmonitor project, and which was provided for the purposes of this research study by the Association for Internet Development (SPIR). The research results show that the traditional affinity-based method of targeting according to gender and age is still possible on the Czech internet.
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Introduction

With its growing penetration of society, the internet has become an important marketing channel, which today cannot be overlooked when searching for a more effective way of reaching the target group of customers. The Czech Republic has average (in the EU) household internet coverage. 67% of Czech households are connected to the internet (Czech Statistics Office, 2014). The internet is particularly important when addressing the younger inhabitants, where coverage reaches much higher values. For instance, 96.5% of individuals aged 16 to 24 years old are connected to the internet, while only 18.9% of people aged 65 and over, are online (Czech Statistics Office, 2014). It can be seen from the data of the Czech Statistics Office that the number inhabitants in the Czech Republic, who are online, contains a very high proportion of young people with higher education; mostly men; as well as students aged 16 and over. The internet is one of the kinds of media which is becoming increasingly popular among advertisers (Chit, 2009). In the long term, expenditure on internet advertising will increase. This holds true for the internet in the Czech Republic, as well. In 2013, 19.4% of advertising expenditure went on internet advertising (see Table 1).

Table 1.
Development of share of advertising performance by type of media
MEDIA TYPE2011
In 000. CZK
Share
%
2012
In 000. CZK
Share
%
2013
In 000. CZK
Share
%
TV29 162 72346,830 118 94947,127 804 86440,5
Print19 500 74131,317 654 51127,617 455 45125,4
Internet8 900 46914,311 151 39917,413 344 83219,4
OOH3 676 3605,94 001 6696,34 274 8956,2
Radio*1 122 9941,81 068 1421,75 845 9928,5
Total62 363 287100,063 994 670100,068 726 034100,0

Notes: The data are adapted from SPIR. (2014). Internet advertisements exceeded 13 billion last year. Over the past five years they have doubled. Retrieved: October 2, 2014, from http://www.spir.cz/tz-internetova-inzerce-loni-presahla-13-miliard-za-poslednich-pet-let-vzrostla-dvojnasobne.

* In 2013, regional advertising sales were included in advertisement performances on radio.

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