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Everyone knows that the internet is creeping into our lives more than ever. According to the latest report from IMRB International, netizens spend close to 3.5 hours per week, clocking on average about 26 minutes per day! Do the netizens spend same number of hours on the week day and the week end? While no one has been able to answer this question so far, IMRB’s latest Study IAM (Internet Audience Measurement) has been able to do so. The report shows that the netizens spend 12 % less time on the weekend. The netizens take it easy on browsing over the weekend using the time for relaxing, get-togethers and probably for partying as well! The report reveals even more interesting info: that women spend even lesser time proportionately during week-ends!
While the time spent on weekend is lower for both men and women, it seems to be well-spent on sites that are related to the weekend activities. The report shows that the browsing of social networking sites increases gradually during the week reaching a peak on Fridays! The browsing of social networking sites increases by more than 12% on Fridays! This is probably an indication that men and women are planning get-togethers over the week-end that triggers this increased browsing of social networking sites on Fridays! There are also other interesting findings which are quite revealing and even contrary to what one would have thought. For example, while the Bank sites are accessed by more people during weekdays which is on the expected lines, the report shows that those who access bank sites on the weekends spend a much longer time on these sites during weekends. “This is probably due to people trying to reconcile their bank account over the weekend when they have more time available at their disposal” said Thomas Puliyel, President of IMRB International. He also added that this kind of data that gives day-by-day browsing behavior is made possible due to the unique methodology of using permanent panel members. About Internet Audience Measurement (IAM): The system which follows the traditional tenets of audience measurement has been piloted for over six months. The panel based approach adopted by IAM system has been made possible due to a unique metering technology custom built for Indian market. The meter is capable of capturing internet usage data from multiple machines and still attribute to the same panellist. Further, the meter allows the flexibility of capturing only the panel member’s data in case the machine is used by multiple users. The meter can capture data from multiple browsers (all versions of IE, all versions of Chrome, Firefox, Yahoo! Messenger, Google Talk and MSN Messenger). The data reporting is being done through the well established Media Xpress tool customized for the Internet market. The reporting tool called Web Xpress allows pre and post media planning, duplication analysis and profiling apart from the usual trending tools. The tool is also capable of reporting at day level and at day-part level. |