CIM INTERNET STUDY
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CIM Internet study
Edition August 2015
Methodology
CIM Internet study - methodology
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CIM – Centre d’Information sur les Médias
Avenue Herrmann-Debrouxlaan 46 - 1160 Bruxelles
Tél. : 32 2 661 31 50 - Fax: 32 2 661 31 69
E-mail : internet@cim.be
URL : http://www.cim.be
CIM Internet study - methodology
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Content
PREFACE ........................................................................................................................................................... 6
INTRODUCTION ................................................................................................................................................ 7
WHAT IS CIM ? ................................................................................................................................................. 9
STAKEHOLDERS .............................................................................................................................................. 10
CIM INTERNET TECHNICAL COMMITTEE ..................................................................................................................... 10
THE RESEARCH INSTITUTE ........................................................................................................................................ 11
SUBSCRIBERS ........................................................................................................................................................ 11
RULES OF THE STUDY .............................................................................................................................................. 11
THE CIM INTERNET STUDY .............................................................................................................................. 12
1
2
3
THE WEB TRAFFIC CENSUS SCRIPTING ................................................................................................... 12
1.1
SCRIPTING OF HTML PAGES ......................................................................................................................... 12
1.2
SCRIPTING OF HTML5 OR AJAX PAGES .......................................................................................................... 14
1.3
SCRIPTING OF HTML5, HYBRID AND NATIVE APPS ............................................................................................. 14
1.4
SCRIPTING OF STREAMING .......................................................................................................................... 14
THE INTERNET TRAFFIC CENSUS REPORTING .......................................................................................... 15
2.1
PUBLIC RESULTS ....................................................................................................................................... 15
2.2
GEMIUSPRISM.......................................................................................................................................... 15
2.3
GEMIUSOLA ............................................................................................................................................ 16
2.4
OFFICIAL CIM REPORTS ............................................................................................................................. 17
2.5
METRICS ................................................................................................................................................. 17
CIM INTERNET AUDIENCE STUDY ........................................................................................................... 18
3.1
INTRODUCTION ........................................................................................................................................ 18
3.2
METHODOLOGICAL ISSUES WITH PANEL RESEARCH .......................................................................................... 19
3.2.1
Representativity of the sample ........................................................................................................ 19
3.2.2
The multi-cookie problem ................................................................................................................ 19
3.2.3
The multi-browser problem ............................................................................................................. 19
3.2.4
The multi-pc problem ...................................................................................................................... 19
3.2.5
The multi-user problem ................................................................................................................... 19
3.3
RECRUITMENT ALGORITHM ......................................................................................................................... 19
3.4
ONLINE QUESTIONNAIRE ............................................................................................................................ 20
3.5
RESPONSE RATE........................................................................................................................................ 20
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3.6
3.6.1
Validation rules for the CIM Internet PC Panel ................................................................................ 22
3.6.2
Validation rules for the Smartphone Panel and the Tablet Panel ................................................... 24
3.7
Real Users methodology .................................................................................................................. 24
3.7.2
Representativeness ......................................................................................................................... 25
3.7.3
Concept of the algorithm................................................................................................................. 25
3.7.4
Real Users algorithm with usage of BEAST model........................................................................... 25
3.7.5
Calculation of Real Users number in steps ...................................................................................... 26
3.7.6
Weighting the cookie panel: Theoretical example .......................................................................... 27
3.7.7
Real Users (site-centric) for websites .............................................................................................. 28
3.7.8
Socio-demography of Panellists ...................................................................................................... 28
3.7.9
Preparing the PC Cookie Panel data ................................................................................................ 29
3.7.10
Rules for Panel weighting ........................................................................................................... 30
3.7.11
Results ......................................................................................................................................... 31
UNIVERSE ............................................................................................................................................... 32
3.8.1
PC Cookie Panel ............................................................................................................................... 32
3.8.2
Smartphone Panel ........................................................................................................................... 35
3.8.3
Tablet panel ..................................................................................................................................... 37
3.9
DATA PROCESSING .................................................................................................................................... 38
3.9.1
Gross versus net panel..................................................................................................................... 38
3.9.2
Website weighting (behavioural representativeness) ..................................................................... 39
3.9.3
Socio-demographic weighting ......................................................................................................... 39
3.10
5
REAL USERS AND REAL USER ESTIMATES. ....................................................................................................... 24
3.7.1
3.8
4
VALIDATION RULES.................................................................................................................................... 22
FUSION OF THE CIM INTERNET PANELS......................................................................................................... 41
PUBLICATION OF CIM INTERNET AUDIENCE RESULTS............................................................................. 42
4.1
PARTICIPATION IN THE STUDY ...................................................................................................................... 42
4.2
CONDITIONS FOR PUBLICATION IN PLANNING FILES .......................................................................................... 42
4.3
ACCESS TO THE RESULTS ............................................................................................................................. 42
4.4
MONTHLY EXCEL REPORTS .......................................................................................................................... 42
4.5
THE GEMIUSEXPLORER AUDIENCE REPORTING TOOL ......................................................................................... 43
4.6
MONTHLY MEDIA PLANNING TOOLS.............................................................................................................. 43
CIM INTERNET SOFTWARE PANEL .......................................................................................................... 44
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6
CONTROLS OF THE CIM INTERNET STUDY .............................................................................................. 44
6.1
CHECKING TRAFFIC DATA ............................................................................................................................ 44
6.1
CHECKING AUDIENCE DATA ......................................................................................................................... 44
ANNEXES ........................................................................................................................................................ 46
ANNEX 1 ......................................................................................................................................................... 46
6.2
CIM INTERNET PC COOKIE PANEL QUESTIONNAIRE ......................................................................................... 46
6.3
CIM INTERNET TABLET PANEL AND CIM INTERNET SMARTPHONE PANEL ............................................................ 53
ANNEX 2: SOCIO-DEMOGRAPHIC VARIABLES IN REPORTING ......................................................................... 58
ANNEX 3: CALCULATION OF SOCIAL GROUPS ................................................................................................. 62
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PREFACE
Always remember, it’s better to arrive late than to arrive ugly.
Plus que jamais, à l’ère du big data, notre industrie a besoin de se consolider au travers d’environnements
propres et de currencies. Nous avons remis les choses à plat et sommes repartis d’une page blanche il y a un an
et nous avons introduit un nouvel institut du nom de Gemius sur le marché belge. Gemius est présent sur une
vingtaine de marchés au travers du globe dont certains pays avancés comme Israël, la Turquie, le Danemark, etc.
Notre ambition, au travers de cette collaboration, repenser et redessiner l’étude Internet au sein du CIM. Et ce
n’est pas une étude que nous avons décidé de dessiner mais bien cinq études, différentes, amenées à répondre
aux différents besoins du marché avant toute forme de convergence.
L’étude Site Centric desktop a été délivrée au marché fin 2014, regroupant plus de 600 sites, sections ou groupes.
Les résultats sont disponibles via gemiusOLA et mis gratuitement à disposition des souscripteurs et, à côté des
indicateurs traditionnels du Site Centric, nous apportons des données nouvelles sur le temps passé et nous
créons également une mesure du mobile (tablettes et smartphones) ainsi qu’une mesure du streaming.
Partant du Site Centric nous avons lancé différentes collectes fin de l’année passée afin de constituer les cookie
panels sur les mesures desktop et mobile. L’heure est au déploiement des résultats issus des cookie panels
desktop, smartphone et tablette. Le marché attendait ces résultats depuis longtemps, ils sont à présent
disponibles de façon séparée dans les outils de planning. La prochaine phase se jouera au niveau de la fusion des
données cookie panel desktop et mobile (smartphone et tablette), afin d’avoir une vue exacte sur les patterns
de consommation des familles média présentes dans la mesure.
Tablettes, smartphones, desktops, streaming... nous savons que notre écosystème est plus complexe à aborder,
plus varié et plus difficile à mesurer. Ceci sans compter sur les environnements qui n’acceptent pas la mise en
place de tags nécessaires aux études Site Centric et au Cookie Panel. Or ces environnements sont parfois
importants pour les agences, pour les médias et pour les annonceurs. C’est pourquoi nous produisons un
Software Panel sur la mesure desktop. Une fois ce panel certifié nous opérerons une fusion avec le Cookie Panel
de façon à pouvoir bénéficier d’un set de données.
À l’heure du big data il est crucial de pouvoir asseoir notre marché sur un certain nombre de currencies. Les
données CIM resteront à cet effet fondamentales pour nous aligner et pour consolider le marché. Les Slow
Moving Data issues des études empiriques, notamment au travers des panels, ne luttent pas contre les Fast
Moving Data utilisées et exploitées dans les Data Management Platforms des agences, des médias ou des
annonceurs. Ces deux familles de données s’alimentent les unes des autres et s’enrichissent de leurs forces
relatives et spécifiques. Le travail continu au sein de la commission et nous entrevoyons les prochains
développements au travers d’un software panel pour le mobile ainsi que la possibilité d’auditer, de mesurer,
d’optimiser en real time les campagnes publicitaires sur des indicateurs de couverture sur cible par exemple. Ce
dernier point est un exemple de la façon dont les Slow Moving Data vont enrichir les Data Management
Plateformes et les critères de ciblages commercialisés au travers du Big Data.
Jean-Michel Depasse
President of the CIM Internet Technical Committee
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INTRODUCTION
As of 2000, CIM is responsible for the traffic measurement on Belgian and Luxembourgian websites
and, since 2005, for the Belgian Internet audience measurement. From 2000 to 2011 the CIM Internet
study was outsourced to Douwère/Metriware, for both the traffic part Metriweb and the audience
part Metriprofil. From 2012 to May 2014, TNS Media was in charge of the CIM Internet study. Only
traffic data were published. Since June of 2014 Gemius has set up the new integrated traffic and
audience CIM Internet Study.
As the Internet constantly evolves, the scope of the CIM Internet measurement has been enlarged
over time. The CIM Internet study currently collects census data on webpages (regular as well as html5
responsive webpages), audio and video streams, html5 and native applications on PC, tablets and
smartphones. Per device a different panel is established to estimate the Internet audience.
Gemius also develops a software panel to allow for the first time traffic and audience estimates for
non-subscribing websites as well.
The CIM Internet study currently consists of these elements:
-
A census measurement for subscribed websites (on PC, tablet, smartphone and other devices).
A census measurement for subscribed html5 & native apps (on tablets, smartphone and others).
A PC cookie panel representing the PC audience.
A tablet cookie panel.
A smartphone cookie panel.
Since the traffic coming from other devices (Connected TV, gaming devices, …) is still very low,
they are counted together with the biggest panel, the PC cookie panel
Other elements are still under development (to be delivered during 2015):
-
A census measurement for streaming from subscribed publishers (on PC, tablet, smartphone and
other devices).
A total surfing universe, based on the fusion of PC audience, tablet panel and smartphone panel.
A software panel on Windows PCs measuring surfing on non-subscribed websites.
Other elements may be added in the future when a technical solution will become available:
-
An audience measurement for apps
A software panel version for other operating systems than Windows: Apple…
A software panel on tablets and smartphones measuring web pages and apps.
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The different elements in the CIM Internet study, split up into traffic and audience, are shown in the
image below:
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WHAT IS CIM ?
Created in 1971 from the merger of OFADI (first authentication agency for the distribution of press
titles in Belgium) and CEBSP (first Belgian agency for audience measurement), the CIM is an association
with the aim of providing reference figures for the Belgian advertising market. The data collected by
CIM are primarily intended for members who co-finance the studies. However, some results are also
available to the general public. These are published on the CIM website: www.cim.be
CIM members consist of advertisers, intermediaries (advertising and media agencies) and the media.
These members meet in the General Assembly where the votes are distributed among the different
individual industry associations and members so that all the interests in the advertising market are
fairly represented.
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STAKEHOLDERS
CIM Internet Technical Committee
The Internet Technical Committee overlooks the realization of the CIM Internet study. This committee
was established in 1999. At the time of publication, the Committee was composed as follows:
Chairman :
Jean-Michel DEPASSE (Mindshare)
Members :
Dominique Catry (De Persgroep Publishing)
Alain Collet (Omnicom Media Group)
Philippe Degueldre (Pebble Media)
William De Nolf (Roularta)
Pierre Dubois (RTBF)
Céline Branders (Rossel)
Marie-Christine Georges (Mediabrands)
Kim Gils (Medialaan) - pending approval by the CIM board
Quentin Huyberechts (BNP Paribas Fortis)
Rik Lemmens (Mediahuis)
Stéphanie Radochitzki (Space)
Noëlle Stevens (RTL Belgium)
Alexis Wautot (IPM Group)
Staff members:
General Manager: Stef Peeters
Senior Project Manager: Paul Vanrespaille
Assistant Project Manager: Nicolas Schönau
The staff members take care of the relations with the subscribers, and together with the research
institute, they monitor the correct implementation of all technical requirements.
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The research institute
Since 1st June 2014 Gemius is the research institute responsible for the data collection, analysis and
publication of results for CIM Internet study. Gemius is specialized in internet measurement, and
provides the currency study in different European countries (more information on www.gemius.com).
Subscribers
The tactical internet studies that are discussed in this publication are co-financed by the subscribers.
Only these companies have access to the full results of this publication. The technical partners have
contractually no right to give the information to third parties. Moreover, the members of the CIM are
required to deal with the data with care and they may use it only in the context of their normal
commercial activities. Companies willing to join the CIM can obtain all necessary information on
that matter from the CIM staff (internet@cim.be) or on the website www.cim.be.
An up-to-date list of subscribers can be found on the CIM website:
FR: http://www.cim.be/fr/internet/liste-des-souscripteurs
NL: http://www.cim.be/nl/internet/lijst-van-intekenaars
Rules of the study
The CIM Internet technical committee sets the rules for the CIM Internet study. These are approved
by the CIM general board.
The most recent version of these rules can always be found on the CIM website:
FR: http://www.cim.be/fr/internet/reglement-internet
NL: http://www.cim.be/nl/internet/reglement-internet
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THE CIM INTERNET STUDY
1 The web traffic census scripting
The CIM Internet traffic measurement is based on a ‘site centric’ approach. This means that the
measurement requires the co-operation of the site and application owner to install measurement
codes during the start-up of the project.
All subscribing websites are required to implement a small JavaScript tag into the source code of their
website. Each time a webpage is requested by a browser, a call is sent to one of the measurement
servers of Gemius, the research institute. These servers retain the number of page requests and
identifies the browser.
If a browser visits one of the participating sites for the first time, a third party cookie is installed on the
hard disk of the device. A cookie is a small text file that contains a unique numerical code, the browser
ID, which the Gemius server installs in the browser of the visitor of the webpage. In case of a successful
installment, the cookie will be sent to Gemius every time the surfers visits a scripted website. This
cookie allows to link several page requests and visits coming from one unique browser in an
anonymous way independently of the websites that are visited.
Several browsers do not accept cookies, because of default or user based settings. In that case classic
site centric measurement system can only measure page request, as there is no way to identify a
browser, no information can be collected on Unique Browsers (UB’s) and visits. This issue is a growing
problem in site centric measurement studies. Research institutes therefore had to search for additional
solutions to identify browsers.
Gemius uses its proprietary BrowserID technology, on top of cookies, to identify more browsers. The
BrowserID technology combines local storage identifiers and 3rd party cookies to better identify
browsers used by internet users. In the future browserID may incorporate more variables (such as 1st
party cookie, UserAgentString, IP class) in order to increase the efficiency of assigning traffic to
individual browsers used by internet users. The BrowserID technology has allowed to reduce the
percentage of unidentified page views from 16% to 4%.
The Internet user’s browser returns these identifiers when subsequent connections to the collection
server are made, which makes it possible to identify Page Views made by the same Internet user. Page
Views generated by a given BrowserID are grouped into a logical set meant to reflect one
uninterrupted Visit to the given website. This serves as a base for determining the number of Visits.
1.1 Scripting of html pages
The Gemius measurement script is a JavaScript tracking code that consists of a tracking code script
with a unique identifier per site or section and several additional fields that can contain more pagespecific information. The JavaScript connects to the Gemius servers. The script is asynchronous which
means that the speed of response coming from the Gemius servers will not affect the loading of the
webpage itself. The script supports both mobile and regular webpages, in HTTP as well as in HTTPS,
and applications built in HTML5 code.
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<script type="text/javascript">
<!--//--><![CDATA[//><!-var pp_gemius_identifier = 'IDENTIFIER';
var
pp_gemius_extraparameters
=
new
'subs=subsection', 'free=free_field');
Array('lan=EN',
'key=keyword',
// lines below shouldn't be edited
(function(d,t)
{try
{var
gt=d.createElement(t),s=d.getElementsByTagName(t)[0],l='http'+((location.pr
otocol=='https:')?'s':'');
gt.setAttribute('async','async');gt.setAttribute('defer','defer');
gt.src=l+'://gabe.hit.gemius.pl/xgemius.js';
s.parentNode.insertBefore(gt,s);} catch (e) {}})(document,'script');
//--><!]]>
</script>
The script consists of a unique ID code or identifier for each site and section. Four additional
parameters are available to describe the content of the webpage. Only the first parameter for the
language of the site is mandatory.
These fields are used to describe the content of the page that is being measured.
Lan = Language. Possible values: FR, NL, EN, GE, LU, OTHER.
Key = Keyword: value to describe the content of the page. Specification of the information in
the section.
A keyword is used:
-
To include additional info on site structure that can’t be derived from the section only.
E.g.: Section sports – Keyword: Tour de France
-
To recreate commercial packages.
The number of different keywords is limited to 200 per site or section.
Subs = Subsection: free field for subscribers who wish to add more detailed info on their
website structure.
Free: a free field to be used for whatever information the subscriber want to collect.
Language and keyword are reported to the market in all Gemius tools whereas subsection and the free
parameter are only available for internal analysis by a subscriber in the online tool gemiusPrism.
Subscribers can consults more information on the measurement script and the correct tagging of a
website on the logged in section of the CIM website on:
FR: http://www.cim.be/fr/internet/documentation-technique-pour-les-souscripteurs
NL: http://www.cim.be/nl/internet/technische-documentatie-voor-intekenaars
For each site that enters the study, the CIM staff checks if the tagging is implemented correctly,
following the rules of the CIM Internet study.
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1.2 Scripting of html5 or AJAX pages
An adapted script is available to measure websites using HTML5 or AJAX. Subscribers with such
websites can ask the documentation to the Permanent Structure by sending an e-mail to
internet@cim.be.
1.3 Scripting of html5, hybrid and native apps
HTML5 apps are scripted with the normal page scripting technology. Two SDKs (“Software
Development Kit”) are available to tag native or hybrid apps, one for iOS native and hybrid apps and
one for Android native and hybrid apps.
This documentation and an app-specific identifier are sent to every subscriber who declares to have a
native or hybrid app.
1.4 Scripting of streaming
The tagging of audio and video streams is done in the video player. There are two separate
documentations available, one adapted for Flash players with JS controller and one for JavaScript
controlled players.
You can find them on the CIM website on page:
FR: http://www.cim.be/fr/internet/documentation-technique-pour-les-souscripteurs
NL: http://www.cim.be/nl/internet/technische-documentatie-voor-intekenaars
The stream tagging also requires an identifier that is unique for a player. In a set-up phase the script
was synchronous, which inherently contained a risk of delaying the execution of the video or audio
on the web page. This synchronous script was implemented and tested by some subscribers.
On the request of CIM, Gemius developed an asynchronous script, which does not interfere with the
execution of the stream (video or audio). Test subscribers using the synchronous script were asked to
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migrate to the asynchronous script within a year after the launch of the streaming measurement (to
be implemented at the latest by jan/2016).
2 The Internet traffic census reporting
The results of the CIM Internet site centric measurement are published in reports and software tools.
2.1 Public results
The CIM publishes limited traffic results on its public website.
-
For Belgium Page Views and visits (sessions) are available for Belgian and worldwide traffic within
the gemiusOLA platform.
In 2015 limited results on applications and streaming will be added.
For Luxembourg, there are daily reports on Page Views, Sessions and Unique Browsers.
The technical data (informations about the browser, device, OS, etc.) are aggregated and
displayed on the level of the country on the technical ranking website. Belgian results are
available via http://www.rankingbe.com/ and Luxembourgian results are available via
http://www.ranking.lu.
2.2 gemiusPrism
gemiusPrism is an online web analytics tool for subscribers. In gemiusPrism Publishers only have access
to the results of their own site(s), not to the data of any other site. The tool reports near-live traffic
data for participating sites (with a maximal delay of 2 hours). This tool reports, to the site owner only,
raw data on pages, streaming and applications measurement for each site, app or stream. These data
are detailed but unfiltered: they allow publishers to improve their website and review their tagging.
gemiusPrism results are for internal usage only. Subscribers cannot publish any data nor communicate
results to third parties.
A site that uses sections will basically see results for the entire website. However, a standard report
“Content > gemiusTraffic structure” is available to analyse the traffic by section. It is equally possible
to make a selection based on one section, and look at any report available in the gemiusPrism tool.
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Users can find a general manual on the usage of the gemiusPrism tool as well as a how-to-use guide
tailored to the Belgian market on the subscriber section of the CIM website:
FR: http://www.cim.be/fr/internet/documentation-technique-pour-les-souscripteurs
NL: http://www.cim.be/nl/internet/technische-documentatie-voor-intekenaars
2.3 gemiusOLA
gemiusOLA is an online analytical tool for subscribers only. It contains a limited, filtered set of data for
all active sites and sections on a daily, weekly and monthly level. The most recent data concern the
previous day. gemiusOLA offers time, page views, visits, unique browsers and derived metrics.
gemiusOLA also contains Real User estimates (RUEst). These RUEst are available on a daily level,
offering the most recent audience data available in the current month. They are limited to the 18+
universe. For foreign traffic, there are also RUEst calculated with the same methodology.
In 2016, Real Users (surfers) will also become available in OLA. When the audience data for a month is
made available, the Real User estimates will be replaced by the final Real Users metric.
The results are also regrouped by media groups, agencies, thematical groups and co-branded websites.
Applications and streaming are also reported on a separate tab sheet.
Users can find a general manual on the usage of the gemiusOLA tool on the subscriber section of the
CIM website:
FR: http://www.cim.be/fr/internet/documentation-technique-pour-les-souscripteurs
NL: http://www.cim.be/nl/internet/technische-documentatie-voor-intekenaars
gemiusOLA offers the possibility to use an API to integrate data automatically into another platform.
For a technical description of the API, please contact CIM at internet@cim.be. Only CIM can give access
to the API.
In August 2015 the streaming results weren’t officially published yet in gemiusOLA.
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2.4 Official CIM reports
The official CIM reports are available on the CIM site for subscribers only.
Luxembourgian subscribers have access to traffic reports on a daily, weekly and monthly basis. They
contain detailed results onto the second level of subsection.
For the Belgian market only monthly audience reports are available. They are meant as an archival
back-up for the planning software. Traffic reports are planned to become available later in 2015.
2.5 Metrics
The CIM Internet traffic measurement offers a large range of results. All software tools have a manual
that extensively explains the available metrics. A list of definitions of metrics is also available in the
rules of the CIM Internet study.
Hereunder we offer an overview of the most commonly used metrics and those that raise the most
questions.
Page view: File or combination of files sent to a unique browser after a request of this unique browser
was received through the server of the site (formerly known as ‘Page Request’).
Visit : A series of Page Views done by the same visitor within the same site, without interruption of
more than thirty (30) consecutive minutes. Also known as ‘session’.
UB (Unique Browser): A browser identified on the basis of a CIM Internet cookie or a unique BrowserID
(BID).
Real User estimates: a temporary estimation of the number of people that are represented by the UBs.
This estimation is based on the goodBID algorithm.
Real Users: estimate of the number of people that are represented by the UBs. This estimate is based
on the goodBID algorithm and is made when the month has ended and all cookies and browserIDs have
been classified as goodBID or badBID.
Aggregation of dates = daily, weekly (Monday to Sunday) – Monthly, no aggregation for other at
random selected time periods.
The CIM rules contain more information on validation rules. This document is available on the CIM
website:
FR: http://www.cim.be/fr/internet/reglement-internet
NL: http://www.cim.be/nl/internet/reglement-internet
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3 CIM Internet Audience study
3.1 Introduction
The CIM traffic measurement counts all browsers and all the pages that are requested. Yet still a
dimension is missing: who is behind a browser? The CIM cookies and BrowserIDs cannot tell us
anything about gender, age or other socio-demographic characteristics of the surfer although they are
essential in media planning.
The CIM Internet measurement is therefore fundamentally different from all other tactical studies of
the CIM: in these studies, starting from a perfectly known sample, an extrapolation is made regarding
to the media range in the universe. The CIM Internet traffic measurement is a site centric census
measurement. The number of page views, sessions and unique browsers is measured very reliably but
the socio-demographic reality behind it has to be added. The CIM Internet study has opted to set up
and fuse several ‘cookie’ panels which are representative samples of the sub-universes:
-
A PC panel
A tablet panel
A smartphone panel.
The respondents are invited through a pop-up that is linked with their cookie or browserID. They are
asked to fill out an online survey containing questions about their internet infrastructure, their surfing
behavior and their socio-demographic characteristics. For these panels both the browsing behavior
(from their cookie) and socio-demographic characteristics are known, and therefore the profile for
each site with sufficient visitors can be calculated. The questionnaires can be consulted in the annexes
of this document.
The advantage of this approach is two-fold:
-
-
The relationship between socio-demographic data and browsing behavior is derived from the
cookie measurement and is therefore not dependent on the person’s recollection, the
correct completion or any other active intervention of the surfer;
The socio-demographic data of person A, questioned because of a visit to site X, also apply to
site Y and Z if they were also visited by person A.
The latter is important for smaller sites: they also benefit from the data collected on larger sites. In this
way, it is also economically feasible for them to obtain reliable profile data.
Using a panel, instead of a survey that is limited in time, has the advantage that the monthly data will
always be based on the same sample on which the census data are collected. On the other hand after
some time, panel members will have to be invited to check if their answers are still up-to-date.
This panel approach assumes that a solution is found for different issues. These will be discussed in the
next section.
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3.2 Methodological issues with panel research
3.2.1
Representativity of the sample
Unlike any other tactical CIM study, a scientific prior sampling of participants is not possible with online
surveys that are triggered via a pop-up on participating websites. It is therefore unlikely that such an
online survey is perfectly representative. For the CIM internet study this is overcome by using a gross
panel that is split up into a net panel and a reserve panel. The net panel tries to represent the internet
population as closely as possible and in fact draws the sample a posteriori. The reserve panel contains
the rest of the surfers that have filled out the intake survey.
3.2.2
The multi-cookie problem
Surfers who regularly delete their cookies, are registered with several consecutive cookies. When in
the PC Cookie Panel a sample of visitors is questioned, these surfers are recognized only with one
cookie. Because of this incomplete time series, their profile is only connected to a part of the actual
sites visited. This underestimation and the fact that surfers who delete cookies might have a different
profile may result in a distortion of the socio-demographic profiles.
Gemius bypasses this problem by only showing the invitation pop-up to cookies that are at least 7 days
old.
3.2.3
The multi-browser problem
Surfers can use more than one browser on a certain device. This is corrected by estimating the socalled J coefficient (see below 3.7).
3.2.4
The multi-pc problem
Surfers can use the internet on more than one device, e.g. a desktop at work, and a laptop at home.
This is also corrected by estimating the so-called J coefficient (see below 3.7).
During 2015, a fusion of the home and work consumption for panel members declaring to surf both at
home and at work/school will solve this problem.
3.2.5
The multi-user problem
When several persons are using the same device, their internet traffic cannot always be attributed
correctly. Therefore, surfers will only be allowed to any of the internet panels:
-
If they use their own login,
If they use the same login as other persons, but they represent at least 50% of the total
internet usage on that device.
People who do not use their own login and represent less than 50% of the internet usage of a device
are screened out.
3.3 Recruitment algorithm
Surfers are invited to join the CIM Internet PC cookie panel, the CIM Internet Tablet cookie panel or
the CIM Internet Smartphone cookie panel through pop-up invitations shown on the participating
CIM Internet study - methodology
Page 19
websites.
These pop-ups follow a randomized pattern based on an algorithm that uses the following rules:
-
Each day a subset of the Gemius cookie database is selected. This subset is maximum 45%
from the entire cookie database.
From this subset the invitation is only shown for cookies that comply with the following rule:
-
The cookie must be at least 7 days old. This prevents surfers that delete their cookies
after each session to become part of the panel.
-
If the cookie was already invited to participate, then the cookie should no longer be
invited in the same timeslot. The timeslots used are:
1. 08 h - 11.59 h
2. 12 h - 14.59 h
3. 15 h - 18.59 h
4. 19 h - 21.59 h
5. 22 h - 07.59 h
-
In total, a given cookie cannot receive more than 5 invitations.
-
All subscribing websites participate and they cannot impact the odds of being invited.
-
The recruitment is continuous.
-
Only sites for which the target audience are children under 12 years can be excluded
from the recruitment.
-
The CIM Internet committee can ask to raise the odds for certain websites with a
specific profile. In 2014 this was done for websites in French and websites that attract
younger surfers (12-24 years old). In 2015 this was done for websites that attract
younger French surfers (12-24 years old).
3.4 Online questionnaire
Two versions of the online questionnaire are available: one version for the CIM Internet PC cookie
Panel and a shortened version adapted for both the CIM Internet Tablet Panel and the CIM Internet
Smartphone Panel. The questions are presented sequentially on separate screens. The full surveys are
available in Annex 1.
3.5 Response rate
The average response rate in online research is significantly lower than in classical offline research.
Moreover, in studies such as CIM Internet there is no control on who participates: a random sample
of cookies is drawn, the uncertainty about the representativeness of actual respondents is big.
This disadvantage is opposed to the low cost, speed, ease of use, and direct error-free coding of results.
Internet panels are trying to maximize the benefits of online research and minimize the disadvantages.
Moreover the CIM Internet study makes the connection between the online survey and the cookie or
BrowserID, which makes it possible to link the surfing behavior to the survey.
CIM Internet study - methodology
Page 20
For this study a random selection of surfers on Belgian websites is recruited on a continuous base. As
the study measures surfing behavior on these sites, the sampling frame perfectly fits the universe. The
response to the study can be measured in different ways.
In the start-up phase the emission ratio was set higher to build up the panel. Once the minimum size
was reached, the emission ratios were lowered, so that the panel is kept stable by substituting panel
members that delete their cookie and thereby leave the panel.
Gross response rate = the number of people who start the questionnaire compared to the number of
invitations shown. From January to March 2015 the gross response rate was 2% for PC and 5,6% for
mobile devices.
- This percentage should not be compared with off-line research since the pop-up will be shown up
to 5 times (each on a different site and in another day part) to the same person, on the same device
and browser as well as on other devices and browsers.
- A second, more important complication is that an attempt to present an invitation does not always
mean that the surfer can actually see the invitation. The degree in which the lay-out of the pop-up
contrasts or not with the lay-out of the webpage will impact its visibility on the site.
Not everyone who starts the survey gets to the end. From June to December 2014 the drop-out rate
was 39% (the number of people who start but do not end the survey, divided by the number of people
that answered the first question). Since this was highly the case with young respondents, who do not
always know e.g. the degree and profession of the MRI, the survey was shortened for 12-17 year olds
in July 2015.
Not everyone who completed the questionnaire can be used in the panel.
- Some participants are filtered out on validation: on average 17,5% of respondents who finished the
survey were rejected because of validation rules (see 3.6).
- Some participants were filtered out based on the "good cookie" condition: their cookie was not
active before, during and after the month of reporting.
Gross panel = all respondents meeting all of the previous criteria make up the gross panel. This is the
pool of useable panelists.
Net panel = a selection from the gross panel based on the socio-demographic objective derived from
the establishment study (see under 3.9).
Reserve = the part of the gross panel not use for the net panel for a given month. These people may
be used in a coming month.
The table below shows the size of the PC cookie panel used after half a year of recruitment and after
one year of recruiting and the recruitment of mobile panel members after 9 months.
PC
Questionnaires started
16/06/2014 –
31/12/2014
Number
%
16/06/2014 –
31/07/2015
Number
%
125 626
100%
262 438
100%
Drop out rate
49 597
39%
126 003
48%
Completed
76 029
CIM Internet study - methodology
136 435
Page 21
Filtered out on validation*
Filtered out on condition "good"
Gross panel (validated/active)
13 329 17,50%
18 695 24,60%
44 005
27 464 20,13%
57 066 41,83%
51 905
Net
24 005 54,60%
24 034 46,30%
Reserve
20 000 45,40%
27 871 53,70%
Mobile (Smartphone + Tablet)
16/06/2014 - 31/07/2015
Number
Questionnaires started
Drop out rate
Completed
Filtered out on validation*
Filtered out on condition "good"
Gross panel (validated/active)
Phone
Tablet
289 235
237 443
51 792
15 232
20 646
15 914
9 830
6 084
%
82%
29,4%
39,9%
61,8%
38,2%
3.6 Validation rules
In an online survey some inconsistencies will be made impossible. If a person lives on his own, the
question ”main responsible for the income (MRI)” will not be asked but automatically set to ‘Yes’.
However some inconsistencies are still possible and will lead to rejection of a respondent.
A 17-year-old with a doctorate or a 106 year old participant are very improbable. The responses of
foreign residents and the interviews that were completed on PCs in cybercafés are discarded. Foreign
residents do not belong to the target group. Surveys from cybercafés can only be associated with
session cookies and provide thereby no useful profile data.
There are two sets of rules: one for the CIM Internet PC cookie Panel and one for both the CIM Internet
Smartphone Panel and the CIM Internet Tablet Panel.
3.6.1
Validation rules for the CIM Internet PC Panel
internet usage less often than once a month
lives outside Belgium (STOP INTERVIEW)
fills in the questionnaire on device other than PC or laptop
age below 12
age above 99
wrong postal code
is not the main user of the device and doesn't have their own profile
share profile on desktop computer
share profile on portable computer
CIM Internet study - methodology
Page 22
fills in the questionnaire in a public place on desktop computer
age below 15 and not a student
age 15-17 and (not a student or not working part-time)
age below 20 and member of the general management
age below 30 and pensioner or retired
not working but declares filling in the questionnaire at work
age below 18 and is a main income bringer
age below 17 and has a secondary level of education (or higher)
age below 20 and has a higher (bachelor education (or higher)
age below 22 and has an master education (or higher)
CIM Internet study - methodology
Page 23
3.6.2
Validation rules for the Smartphone Panel and the Tablet Panel
lives outside Belgium
internet usage less often than once a month
device other than tablet or smartphone
this tablet usage to visit internet websites less once a month
this smartphone usage to visit internet websites less once a month
respondent is not the main user of this tablet
respondent is not the main user of this smartphone
age below 12
age above 99
wrong post-code
age below 15 and not a student
age 15-17 and (not a student or not working part-time)
age below 17 and has a secondary level of education (or higher)
age below 20 and has a higher (bachelor education (or higher)
age below 22 and has an master education (or higher)
3.7 Real users and Real User estimates.
The CIM Internet Traffic study not only measures browsers but also tries to identify the number of
persons (internet surfers) behind these browsers. One surfer can use multiple devices and therefore
multiple browsers or use multiple browsers on one single device. Gemius refers to surfers as ‘Real
Users’, they define this metric as the number of internet users who visited at least one of the
participating websites within the analysed month. Real User estimates will be published on a daily basis
in OLA. The methodology is fairly comparable and the results is referred to as Real User estimates as
the final Real User data is only available at the end of the month. It applies equally to both
websites/sections and streaming.
3.7.1
Real Users methodology
The basic hypothesis for the calculation of real users is that the number of Real Users of a website is
not the same as the number of browsers measured on a given website. The measured number of
browsers differs from the Real Users number because of different reasons. Looking at unique
browsers, Cookie deletion and multi-device usage overestimate the number of real users, device
sharing underestimates the number of real users. Gemius uses the BEAST algorithm (Browser
Estimation Algorithm Standard) for the CIM Internet study in Belgium.
The method is based on the assumption that it is possible to define a subset of browsers (that show
cookie or browserID persistence) that are representative for all cookie files. The browsers from this
subset can be used for the calculation of the reach of the website. By knowing the average number of
page views per browserID in this representative group and knowing the total number of page views
CIM Internet study - methodology
Page 24
measured on the website, one can calculate the number of Real Users on particular websites using the
following steps:
•
Estimation of the number of browsers that would be registered for a studied website if there
was no cookie deletion.
•
Calculation of the relative reach of such a website among all the measured websites.
•
Calculation of the number of Real Users for a studied website based on the website’s reach
and the number of internet users in the country.
3.7.2
Representativeness
The traffic generated by this special group of browsers should have the same characteristics as the
traffic generated by all browsers. To achieve that, Gemius has conducted a set of analyses and defined
the general rules that must be fulfilled by a browser in order to be included to this group. These are
browsers with identifiers that exist throughout the entire studied month. This means that they have
existed both before and after the end of that month (e.g. 2 weeks after the analyzed month).
3.7.3
Concept of the algorithm
First step in the “Real User” algorithm is the evaluation of the number of real browsers that access the
Internet. The main Gemius algorithm is called “Estimated Browser IDs” (EBID) and defines the set of
browsers that have not been deleted in the analysed month. A Browser is a ”good BrowserID” if it was
measured before, during and up to 14 days after the analysed month.
Gemius “Estimated Browser IDs” algorithm is based on the axiom that users who delete cookies or
browser id’s behave like users who do not. When the set of “good BrowserIDs” (BIDgood) is defined, the
average number of page views (PV) is counted for that set. Then the number of Estimated Browsers
(EB) is derived from the number of all the PVs measured in the universe and the average number of
PVs made by Good BrowserIDs (PVgood):
𝐸𝐵 =
𝑃𝑉 ∗ 𝐵𝐼𝐷𝑔𝑜𝑜𝑑
𝑃𝑉𝑔𝑜𝑜𝑑
Using the EBID model we can establish the number of unique browsers for each single site in the study.
To have a Real User number we need an average number of users per unique browser (called J) for the
entire internet. This value is derived from the number of EstimatedBrowsers for the entire Universe
and from the number of Real Users coming from the external structural study. By multiplying the
number of estimated browsers counted on a particular website by this J-factor, we get the number of
Real Users for a particular website:
RUSite = EBSite * JInternet
3.7.4
Real Users algorithm with usage of BEAST model
Calculating the number of Real Users according to the above described method cannot be completed
immediately after the researched month is finished. The collection of traffic data from 2 additional
CIM Internet study - methodology
Page 25
weeks is needed before it is possible to collect all cookies that also have traffic in the month after the
month that is being reported.
To shorten this waiting period, Gemius developed a probabilistic model called BEAST to estimate the
number of browsers equal to the EC model just after the end of the given month.
By applying a “probability function” to the analyzed data, every browser is classified in a group of “good
cookies” with a certain probability.
The BEAST model uses historical data (preferably from the past 3 months) to predict how probable it
is that the given browser is about to be a “good cookie” in the EC model. Historical data are used for
the creation of a mathematical model that applies an analytical weight to each browser. The Model is
defined via a function based on internet activity by browser and assigns the weight that equals the
share of good browsers with the same internet activity characteristic for all browsers. The analysis
limits the set of analysed browsers so they can be created before the analysed month (so called ‘notbad-cookies’ as this is a prerequisite to become a good cookie). All remaining browser identifiers
(created during the analysed month) do not fulfil the basic requirements of good cookies definitions
so their analytical weights equal 0.
When each browser has an analytical weight, the calculations are run as described below in the section
“Calculation of Real Users number in steps”. Finally the number of Real User is established just after
the analysed month without waiting until 14 days have passed.
3.7.5
Calculation of Real Users number in steps
a) Calculate the number of page views generated within the analyzed month by all browsers
registered – here: PV
b) Next, estimate the number of good BrowserIDs for which there is an assumption that they existed
throughout the entire researched month by summing up the analytical weights of all the browsers
that visited the analyzed website. This number in here is denoted as: BIDgood .
c) Calculate the number of page views generated by the browsers defined in point b) above – here:
PVgood.
d) Calculate the number of browsers that would be registered for the researched website if there was
no cookie / browser identification deletion, in accordance with the formula below:
𝐸𝐵𝑤𝑒𝑏𝑠𝑖𝑡𝑒 =
CIM Internet study - methodology
𝑃𝑉 ∗ 𝐵𝐼𝐷𝑔𝑜𝑜𝑑
𝑃𝑉𝑔𝑜𝑜𝑑
Page 26
e) In the same manner (but by replacing the researched website with the set of all websites
subscribed to the study), calculate the number of browsers that would be reregistered for all
websites taking part in the site-centric research assuming there is no cookie (browser
identification) deletion:
𝐸𝐵𝑇𝑜𝑡𝑎𝑙 =
f)
𝑃𝑉 ∗ 𝐵𝐼𝐷𝑔𝑜𝑜𝑑
𝑃𝑉𝑔𝑜𝑜𝑑
Calculate the relative reach of the researched browsers' website in the given month according to
the following formula:
𝐸𝐵𝑊𝑒𝑏𝑠𝑖𝑡𝑒
𝑅𝑒𝑎𝑐ℎ𝑊𝑒𝑏𝑠𝑖𝑡𝑒 =
𝐸𝐵𝑇𝑜𝑡𝑎𝑙
g) If P signifies the population of Internet Users within the researched month on all measured
websites, the number of Real Users 𝑅𝑈 visiting the researched website in the given month will be
calculated according to the following formula:
𝑅𝑈𝑊𝑒𝑏𝑠𝑖𝑡𝑒 = 𝑅𝑒𝑎𝑐ℎ𝑊𝑒𝑏𝑠𝑖𝑡𝑒 ∗ ∗ 𝑅𝑒𝑎𝑐ℎ𝑆𝑡𝑢𝑑𝑦
The information about the population of Internet Users (𝑃) and the reach of the study (how many
internet users surf on Belgian sites measured by CIM) is gathered using external Structural CIM Studies.
3.7.6
Weighting the cookie panel: Theoretical example
Population of Internet Users in an exemplary country. Let’s imagine that there are 260 Internet Users
in the country.
260 internet
users in the
country
The socio-demography of Internet Users is described by their gender (which is known from the offline
structural study). Among all Internet Users, 110 of them are men and 150 are women.
110
men
260 internet
users in the
country
150
women
CIM Internet study - methodology
Page 27
Websites: there are 5 websites in the country with Gemius scripts (JIC-member sites).
5 websites
with
scripts
pasted
Every Internet user visits at least one of those 5 scripted websites, which means that the total audience
of those 5 sites equals 260 Real Users.
3.7.7
Real Users (site-centric) for websites
The Real Users algorithm calculated that website1 was visited by 110 Internet Users, website2 by 40
Internet Users, website3 by 90 Internet Users, website4 by 80 Internet Users, and website5 by 120
Internet Users. Those values are called “Real Users”.
Website
Website 1
Website 2
Website 3
Website 4
Website 5
3.7.8
Real Users
110
40
90
80
120
Socio-demography of Panellists
Gender and place of living of the PC Cookie Panellists are known.
Suppose that there is a PC Cookie Panel in the country with 10 members.
Cookie
Panel
CIM Internet study - methodology
Page 28
The socio-demographics of those Panellists is shown in the table below.
Panellist 1
Panellist 2
Panellist 3
Panellist 4
Panellist 5
Panellist 6
Panellist 7
Panellist 8
Panellist 9
Panellist 10
3.7.9
Men
Gender
Place of living:
Women Region 1 Region 2 Region 3
Preparing the PC Cookie Panel data
It is also known which websites were visited by Cookie Panellists (see table below).
Panellist 1
Panellist 2
Panellist 3
Panellist 4
Panellist 5
Panellist 6
Panellist 7
Panellist 8
Panellist 9
Panellist 10
Website1 Website2 Website3 Website4 Website5
A Cookie Panel of 10 people must represent the whole population of 260 Internet Users. This means
that every panellist must have a weight applied that shows how many Internet Users he represents.
The Cookie Panel must be representative in terms of behavioural and socio-demographical
characteristics.
Behavioural representativeness of the Panel means that:
a) All panellists that visited website1 (Panellists 1,3,6 and 9) must represent all Internet Users
on website1 (together 111 Internet Users).
b) All panellists that visited website2 (Panellists 1 and 10) must represent all Internet Users
on website2 (together 40 Internet Users).
CIM Internet study - methodology
Page 29
c) All panellists that visited website3 (Panellists 1, 2, 4 and 7) must represent all Internet
Users on website3 (together 90 Internet Users).
d) All panellists that visited website4 (Panellists 2, 4 and 5) must represent all Internet Users
on website4 (together 80 Internet Users).
e) All panellists that visited website5 (Panellists 3, 6, 8 and 9) must represent all Internet
Users on website5 (together 120 Internet Users).
It is also known that 110 of Internet Users in the country are men and 150 are women. To make
sure that the panel is representative for gender, it is necessary that:
a) All panellists that are male (Panellists 1, 2, 3 and 4) must represent 110 male Internet Users
in the Population.
b) All panellists that are female (Panellists 5, 6, 7, 8, 9 and 10) must represent 150 female
Internet Users in Population.
Every Cookie Panellist must have weights assigned so that all the above mentioned rules are met.
All those rules are presented in the table below.
Weight
Men
Women Website1 Website2 Website3 Website4
Website5
Panellist 1
P1
Panellist 2
P2
Panellist 3
P3
Panellist 4
P4
Panellist 5
P5
Panellist 6
P6
Panellist 7
P7
P8
Panellist 9
P9
Panellist 10
P10
SUMM
260
110
Panellist 8
150
110
40
90
80
120
3.7.10 Rules for Panel weighting
Internet Audience Measurement uses a RIM weighting process. After weighting, each panellist has his
weight assigned . For our example those are the ones presented in the table below.
Weight
CIM Internet study - methodology
Panellist 1
40
Panellist 2
10
Panellist 3
30
Panellist 4
30
Panellist 5
40
Panellist 6
20
Panellist 7
10
Panellist 8
50
Panellist 9
20
Panellist 10
10
SUMM
260
Page 30
Let’s combine the 2 tables together and add the information on the region of Panellists. This table
is presented below.
Weight
Men
Women
Region
1
Region
2
Region
3
Panellist 1
40
Panellist 2
10
Panellist 3
30
Panellist 4
30
Panellist 5
40
Panellist 6
20
Panellist 7
10
Panellist 8
50
Panellist 9
20
Panellist 10
10
SUMM
260
110
150
Website1
Website2
Website3
Website4
Website5
70
100
90
110
40
90
80
120
Notes:
-
Website 2 was visited by 2 Panellists only. If the study rules define that socio-demographics are
shown only for websites with at least 3 Panellists, only results for websites 1, 2, 4 and 5 (which
were visited by 3 or more Panellists) will be shown.
-
The value of “Real Users” for website 1 was 111, whereas after the weighting process “Real Users”
it equals 110. The (in)precision of the weighting process could lead to small differences between
those 2 values.
3.7.11 Results
How are the number of Internet Users calculated? Some examples are listed below.
1. RU for Website3.
Website3 was visited by Cookie Panellists 1, 2, 4 and 7. So the weights of those panellists must be
summarized: 40 + 10 + 30 + 10 = 90 Real Users.
2. RU for Website3 for target group “man”
Website3 was visited by Cookie Panellists 1, 2, 4 and 7, but among them the male panellists are
panellists 1, 2 and 4. So the weights of those three panellists must be summarized: 40 + 10 + 30 = 80
Real Users in target group “man”.
3. RU for Website 2.
Website2 was visited only by 2 Cookie Panellists: Panellist 1 and 10. This is a too small number of
Panellists to use Panel data for RU calculation. No data about the number of Real Users for this website
will be shown.
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Page 31
4. RU for two websites together: website 1 and website 5.
Those websites were visited by the following Cookie Panellists: Panellist 1 (who visited only website1),
Panellists 3, 6 and 9 (those Panellists visited both sites) and Panellist 9 (who visited only website3).
To get RU for those sites, the sum of weights of Panellists 1, 3, 6, 8 and 9 must be taken. It equals: 40
+ 30 + 20 + 50 + 20 = 160. So the total number Real Users on those two websites is 160.
3.8 Universe
3.8.1
PC Cookie Panel
The PC cookie panel is weighted to a target audience which is derived from a structural study. The main
sources of this data are currently the CIM Press (2015 Q2), the CIM TV Other Screen Monitor (2014 Q4
and 2015 Q2) and the CIM HUB (2013).
The table hereunder shows the socio-demographical targets for the PC population derived from the
internet population in the CIM Press study, combined with the penetration for PC in the CIM TV OSM.
Up to June 2015 the CIM HUB (2013) study was chosen to determine the socio-demographical
distribution for the PC population given the fact that the PC universe is more stable and the number
of participants in the HUB is higher than in the CIM TV OSM study.
PC Internet users (July 2015)
FR
Profile %
Total 18+ PC Internet users
NL
BE Profile
Profile %
%
43,8%
56,2%
100,0%
FR
NL
BE
Men
50,8%
52,0%
51,5%
Women
49,2%
48,0%
48,5%
FR
NL
BE
Gender
Age
12-17
0,0%
0,0%
0,0%
18-24
14,2%
12,9%
13,5%
25-34
20,7%
19,0%
19,7%
35-44
21,0%
19,2%
20,0%
45-54
19,3%
21,8%
20,7%
55+
24,9%
27,1%
26,1%
FR
NL
BE
Active
57,8%
67,3%
63,1%
Not active
42,2%
32,7%
36,9%
FR
NL
BE
Primary + Secondary
63,2%
61,9%
62,4%
University + High school
36,8%
38,1%
37,6%
FR
NL
BE
Professional activity
Educational level
Nielsen
Nielsen I
1,0%
41,7%
23,9%
Nielsen II
2,8%
55,8%
32,6%
Nielsen III - NL
0,0%
2,2%
1,2%
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Page 32
Nielsen III - FR
25,1%
0,0%
11,0%
Nielsen IV
33,9%
0,2%
15,0%
Nielsen V
37,1%
0,1%
16,3%
From February 2015 onwards, Profession (11 categories) and degree (6 categories) were added on a
national level to the weighting factors to guarantee reliable data on social groups.
Profession
BE
Small commerce, freelance and industrial 5-, artisan and farmer
Big commerce, freelance and industrial 6+, upper management and liberal
profession
5,3%
Middle management
Employee
Skilled worker
Unskilled worker
Housewife
Retirement
Unemployed
Student
Other
4,9%
3,4%
33,1%
12,6%
3,9%
3,8%
13,9%
6,2%
8,5%
4,4%
Educational level
Never or primary
Lower secondary
Higher secondary General/Technical/Artistic
Higher secondary Vocational
Bachelor
Master
BE
4,102%
14,192%
33,065%
11,078%
22,074%
15,489%
To establish the number of surfers in a given month, the monthly PC reach has to be estimated (the
percentage of PC internet users that have visited at least one of the participating Belgian website in
the given month).
This PC Reach is influenced by a number of factors:
- Seasonality
- People with very low surfing behaviour (< 1 / month)
- People who do not visit Belgian sites
- People who do visit Belgian sites, but not sites participating in the measurement (tagged sites).
In the following table we explain how this PC reach is calculated.
For the first months of 2015 it was decided to limit the results to the 18+ population. There were not
enough 12-17 year old panel members for a reliable result.
The total population 18+ is updated with the latest data originating from the CIM Press study 2015 Q2.
Internet usage is also updated from the same source. Next, consumption is reduced to PC internet
CIM Internet study - methodology
Page 33
usage, based on the OSM study 2015 Q2. Seasonality influences are corrected by the fluctuation of the
site centric measurement (Estimated Cookies).
One more factor was estimated: people not surfing on Belgian sites in the last month. This information
is coming from the HUB study.
2015 06 : PC/NOTEBOOK REACH CALCULATION
Correction
Total Belgians 18+
%
100%
All surfers
79%
Surfers on pc/notebook
96,60%
76%
Minus not on Belgian CIM sites last month
-7,93%
70%
Population
Source
8 829 425 Press 2015 Q2
6 963 862 Press 2015 Q2
OSM 2015 Q2 on
Surfers Press 2015
6 727 078 Q2
6 193 751
HUB 2013 declared
This leads to a Number of PC Real users of 6 727 078 and a PC Reach of 92,07% (6 193 751
/ 6 727 078).
PC reach is then solely constituted of 2 factors:
-
not on Belgian sites
not surfed last month.
The J Coefficient should then be variable according to RU (6 615 314) and PC Reach (100%-7,93%=
92,07%) on the one hand, and Estimated Browsers on the other hand.
The universe data are updated 4 times a year:
- January: update of total population and internet penetration (Source: CIM Press Q1).
- June: update of device usage within the internet population (Source: CIM TV OSM Q2).
- September: update of total population and internet penetration (Source: CIM Press Q3).
- December: update of device usage within the internet population (Source: CIM TV OSM Q4).
In 2015 the total for PC was 6 615 314 from January through March, 6 600 925 in April and May and 6
727 078 from June onwards. PC Reach remained at 92,07% for the whole period.
In 2016 The CIM Press study will not organize a field. The updates of the CIM Internet study will have
to look for alternatives for the update of the structural data.
Because of a delay in the delivery the schedule of the update of the structural data was slightly
edited. See the table hereunder for the most recent timing:
1/15 2/15 3/15 4/15 5/15 6/15 7/15 8/15 9/15 10/15 11/15
Internet penetration
Internet by device
Not on Belgian sites
CIM Press 2015 Q1
OSM 2014 Q4
CIM Internet study - methodology
CIM Press 2015 Q2
OSM 2015 Q2
HUB 2013
12/15
OSM'15Q4
Page 34
3.8.2
Smartphone Panel
The smartphone panel is weighted to a target audience derived from the same structural studies.
The table hereunder shows the socio-demographical targets derived from the CIM TV OSM 2014-2015
(average from 2014 Q4 and 2015 Q2). Since smartphone usage is changing very rapidly, the most
recent study is used, even though the number of respondents is lower. Nielsen and Home/work could
not be derived from the OSM and were therefore derived from the CIM HUB 2013 study.
Smartphone users 18+
FR Profile % NL Profile %
Total Smartphone Internet users
Gender
36,9%
OSM FR
BE Profile
63,1%
OSM NL
100,0%
OSM BE
Men
47,8%
51,0%
49,8%
Women
52,2%
49,0%
50,2%
Age
OSM FR
OSM NL
OSM BE
12-17
0,0%
0,0%
0,0%
18-24
20,7%
17,4%
18,7%
25-34
28,6%
25,9%
27,0%
35-44
24,4%
23,3%
23,7%
45-54
14,7%
18,1%
16,7%
55+
11,6%
15,3%
13,8%
Professional activity
OSM FR
OSM NL
OSM BE
Active
62,7%
70,8%
67,5%
Not active
37,3%
29,2%
32,5%
Educational level
OSM FR
OSM NL
OSM BE
Primary + Secondary
58,7%
59,4%
59,2%
University + High school
41,3%
40,6%
40,8%
FR Profile % NL Profile %
HUB
HUB
Nielsen
BE Profile %
HUB
Nielsen I
0,7%
37,3%
21,7%
Nielsen II
2,5%
59,8%
35,5%
Nielsen III - NL
0,0%
2,8%
1,6%
Nielsen III - FR
26,3%
0,0%
11,2%
Nielsen IV
37,2%
0,1%
15,8%
Nielsen V
33,4%
0,0%
14,2%
From February 2015 onwards degree (6 categories) was added on a national level.
Educational level
Never or primary
Lower secondary
CIM Internet study - methodology
OSM BE
2,3%
10,0%
Page 35
Higher secondary
General/Technical/Artistic
Higher secondary Vocational
Bachelor
Master
36,7%
10,2%
22,9%
18,0%
To establish the number of surfers in a given month we also have to estimate the Smartphone reach.
This is the percentage of Smartphone internet users that are active in a given month. Active means
that they have visited at least one of the participating Belgian website in the given month. This is
influenced by a number of factors:
- Seasonality
- People with very low surfing behaviour (< 1 / month)
- People who do not visit Belgian sites
- People who do visit Belgian sites, but not the sites that are participating to the measurement
(tagged sites).
In the following table we explain how this Smartphone reach is calculated.
For the first months of 2015 it was decided to limit the results to the 18+ population. There were not
enough 12-17 year old panel members for a reliable result.
The total population 18+ was updated with the latest data originating from the CIM Press study 2015
Q2. Internet usage was also updated from the same source. Next, consumption was reduced to
smartphone internet usage, based on the OSM study 2015 Q2. Seasonality influences are corrected by
the fluctuation of the site centric measurement (Estimated Cookies).
One more factor was estimated: people not surfing on Belgian sites in the last month. This information
comes from the HUB study.
Smartphone REACH CALCULATION 2015 07
Correction
Total Belgians 18+
All surfers
Surfers on smartphone
minus not on Belgian CIM
sites last month
Population
%
N+S
100,0%
8 829 425
78,9%
6 963 862
44,4%
3 921 843
Source
Press 2015 Q1
Press 2015 Q1
OSM 2015 Q2 on Surfers Press 2015 Q2
-7,93%
40,9%
3 610 841 Estimation
There are 3 921 843 Smartphone Real Users, the Smartphone Reach 92,07% (3 610 841/3 921 843 ).
Smartphone reach is then solely constituted of 2 factors:
- not on Belgian sites
- not surfed last month.
CIM Internet study - methodology
Page 36
The J Coefficient should then be variable according to RU (3 921 843) and smartphone Reach (100%7,93%= 92,07%) on the one hand and Estimated Browsers (EBSmartphone) on the other hand.
The raise of smartphone penetration in 2015 has been quite spectacular: the total for smartphone
was 3 040 037 from January through March, 3 830 917 in April and May and 3 921 843 from June
onwards. Smartphone reach remained at 92,07% for the whole period.
3.8.3
Tablet panel
The Tablet panel is also weighted to a target audience derived from the same structural studies.
The table hereunder shows the socio-demographical targets derived from the CIM TV OSM 2014-2015
(average from 2014 Q4 and 2015 Q4). Since tablet usage is changing very rapidly, the most recent study
is used, even though the number of respondents is lower. Nielsen and Home/work could not be
derived from the OSM and were therefore derived from the CIM HUB 2013 study.
Tablet users 18+
FR Profile %
HUB
Total Tablet Internet users 18+
Gender
37,7%
OSM av. FR
NL Profile
% HUB
62,3%
OSM av. NL
BE Profile %
HUB
100,0%
OSM av.
Men
54,0%
55,3%
54,8%
Women
46,0%
44,7%
45,2%
Age
OSM av. FR
OSM av. NL
OSM av.
12-17
0,0%
0,0%
0,0%
18-24
13,4%
11,0%
12,0%
25-34
23,2%
19,3%
20,9%
35-44
24,1%
25,9%
25,2%
45-54
20,3%
20,1%
20,2%
55+
19,0%
23,6%
21,8%
Professional activity
OSM av. FR
OSM av. NL
OSM av.
Active
62,4%
69,2%
66,5%
Not active
37,6%
30,8%
33,5%
Educational level
OSM av. FR
OSM av. NL
OSM av.
Primary + Secondary
58,4%
59,8%
59,2%
University + High school
41,6%
40,2%
40,8%
Nielsen
FR Profile %
HUB
NL Profile
% HUB
BE Profile %
HUB
Nielsen I
1,4%
38,7%
25,0%
Nielsen II
2,9%
58,4%
38,0%
Nielsen III - NL
0,0%
2,5%
1,6%
Nielsen III - FR
23,0%
0,0%
8,4%
Nielsen IV
39,0%
0,4%
14,6%
Nielsen V
33,7%
0,0%
12,4%
CIM Internet study - methodology
Page 37
The structural data for the tablet panel were calculated in exactly the same way as for the
smartphone panel (see above).
2015 07 : Tablet REACH CALCULATION
Correction
Total Belgians 18+
All surfers
Surfers on Tablet
Minus not on Belgian CIM sites last month
-7,93%
%
Population Source
100,0% 8 829 425 Press 2015 Q2
78,9% 6 963 862 Press 2015 Q2
OSM 2015 Q2 on Surfers
32,7% 2 885 179 Press 2015 Q2
30,09% 2 656 384 HUB 2013 declared
The Number of Tablet Real users is 2 885 179 and the Tablet Reach is 92,07% (2 656 384 /2 885 179).
Tablet reach is then solely constituted of 2 factors:
- not on Belgian sites
- not surfed last month.
The J Coefficient should then be variable according to RU (2 885 179) and Tablet Reach (100%-7,93%=
92,07%) on the one hand, and Estimated Browsers (EBTablet) on the other hand.
The raise of tablet penetration in 2015 has been outspoken: the total for tablets was 2 547 839 from
January through March, 2 801 517 in April and May and 2 885 179 from June onwards. Tablet reach
remained at 92,07% for the whole period.
3.9 Data processing
Profiling CIM Internet audience data is no easy task. The (almost) perfect overview of traffic on Belgian
sites at the level of the browsers, page requests and visits cannot be converted easily into a profiling
on a human scale.
First of all solutions must be found for the multi-cookie problem, the multi-PC problem and the multiuser problem. It is indeed essential that the sample is a good pre-reflection of the universe in terms of
surfing behavior and socio-demographic characteristics.
This chapter describes which answers this publication provides to all these questions. Beforehand we
recall that the profile of a person completing the CIM PC Panel questionnaire on site X is also granted
to all other sites visited by this panelist. It allows to determine not one but several socio-demographic
profiles for all Belgian sites with sufficient observations: a profile of the net reach and a profile of the
gross contacts.
3.9.1
Gross versus net panel
Since it is not evident to reach a perfect socio-demographic distribution when recruiting an online
panel, CIM opted to recruit more panellists than will be reported. Therefore a distinction was made
between a gross panel and a net panel.
The gross panel contains all panellists that completed the questionnaire correctly and showed
BrowserID (cookie) activity during the month. This gross panel will not show a correct distribution on
socio-demographic characteristics. If the gross panel were to be used for the data production, this
would lead to high differences in weight factors, and therefore a low weighting efficiency.
CIM Internet study - methodology
Page 38
From that gross panel a smaller net panel is derived. An algorithm is used that repeatedly calculates
the weight factors and deletes the 500 panellists with the lowest weight. This procedure is iterated a
number of times, whereby a trade-off is made between the efficiency and the size (statistical power)
of the sample.
In July 2015 from a gross panel of over 51.000 members, 27.000 were removed, leaving a net panel of
slightly more than 24.000 panellists and an efficiency score of 93,3% for the monthly weights.
The weighting is based on socio-demographical factors as well as on behavioural factors (visiting
subscribed websites). The latter also corrects for the bias towards more intense surfers that occurs
with panel-based research.
In February 2015 together with their introduction in the weighting of the net panel, profession (11
categories) and education (6 categories) were added to the gross-net algorithm.
In 2015 Q3 the smartphone and tablet panel had not yet reached a size that would allow to perform
the same kind of reduction from a gross panel to a net panel. Finally, these panels will be fused with
the PC panel, whereby a mobile panel member can be a donor for more than one PC panelist, making
a reduction of the gross panel to a net panel unnecessary.
3.9.2
Website weighting (behavioural representativeness)
Each website with at least 33 panel members is weighted (calibrated) separately to correct to the
census data.
3.9.3
Socio-demographic weighting
From a socio-demographic profiling study may be expected to be representative of the universe at the
base. Given the self-selection of the samples a thorough check of their composition and
representativeness certainly is recommended. A distortion of the net panel implies indeed a distortion
of the site profiles.
To improve the socio-demographic representativeness of the sample, a classic weighting of the surfers
is applied.
The following table shows the initial situation before weighting (“observed”), the objectives according
to the CIM PC Internet universe (”target”), and the final result after a RIM weighting procedure
(”result”) for the weighting criteria: language, gender, age, professional status, education and Nielsen
region.
Socio-demo’s PC net panel June 2015
Age
Langua-ge
Total population
panelists
(unweighted)
%
unweighted
24 136
100%
RU
%
(weighted) weighted
6 193 621
100%
Dutch population
14 569
60,36%
3 502 741
56,55%
French population
9 567
39,64%
2 690 880
43,45%
age 18 - 24 nl
1 879
7,79%
474 617
7,66%
age 18 - 24 fr
940
3,89%
402 956
6,51%
age 25 - 34 nl
2 894
11,99%
699 136
11,29%
age 25 - 34 fr
2 001
8,29%
590 190
9,53%
CIM Internet study - methodology
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Gender
Active IP
Education IP
Nielsen
age 35 - 44 nl
3 093
12,81%
740 572
11,96%
age 35 - 44 fr
2 303
9,54%
627 105
10,13%
age 45 - 54 nl
3 230
13,38%
784 423
12,67%
age 45 - 54 fr
2 048
8,49%
524 661
8,47%
age 55 - 99 nl
3 473
14,39%
804 056
12,98%
age 55 - 99 fr
2 275
9,43%
545 905
8,81%
female nl
7 065
29,27%
1 679 339
27,11%
female fr
4 685
19,41%
1 330 327
21,48%
male nl
7 504
31,09%
1 823 341
29,44%
male fr
4 882
20,23%
1 360 614
21,97%
active nl
9 639
39,94%
2 368 875
38,25%
active fr
5 886
24,39%
1 613 252
26,05%
non-active nl
4 930
20,43%
1 133 866
18,31%
non-active fr
3 681
15,25%
1 077 628
17,40%
primary/secondary nl
8 949
37,08%
2 175 758
35,13%
primary/secondary fr
5 627
23,31%
1 657 723
26,77%
university/high-school nl
5 620
23,28%
1 326 983
21,42%
university/high-school fr
Nielsen I nl
Nielsen I+II fr
3 940
16,32%
1 033 157
16,68%
5 985
24,80%
1 438 841
23,23%
326
1,35%
89 683
1,45%
Nielsen II nl
8 194
33,95%
1 970 749
31,82%
Nielsen III nl
352
1,46%
84 171
1,36%
Nielsen III fr
2 461
10,20%
690 836
11,15%
38
0,16%
8 918
0,14%
Nielsen IV fr
3 274
13,56%
926 318
14,96%
Nielsen V fr
3 506
14,53%
984 105
15,89%
Never or primary
1 126
4,67%
293 391
4,74%
Lower secondary
3 270
13,55%
866 487
13,99%
Higher secondary
General/Technical/Artistic
7 933
32,87%
2 061 114
33,28%
Higher secondary Vocational
2 247
9,31%
612 425
9,89%
Bachelor
5 946
24,64%
1 449 370
23,40%
Master
3 614
14,97%
910 834
14,71%
Small commerce, freelance and
industrial 5-, artisan and farmer
1 451
6,01%
358 177
5,78%
Big commerce, freelance and industrial
6+, upper management and
1 186
4,91%
290 542
4,69%
Middle management
1 391
5,76%
340 029
5,49%
Employee
7 791
32,28%
1 920 890
31,01%
Skilled worker
2 746
11,38%
797 863
12,88%
Profession IP
Education IP
Nielsen IV+V nl
CIM Internet study - methodology
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Unskilled worker
960
3,98%
274 563
4,43%
Housewife
818
3,39%
212 812
3,44%
Retirement
3 478
14,41%
793 713
12,82%
Unemployed
1 539
6,38%
423 830
6,84%
Student
1 945
8,06%
560 833
9,06%
831
3,44%
220 369
3,56%
Other
In February 2015 profession (11 categories) and education (6 categories) were added to the weighting
of the PC cookie panel. Education (6 categories) was also added to the weighting of the Smartphone
and Tablet cookie panels.
3.10 Fusion of the CIM Internet Panels
Towards the summer of 2015, results for the different devices will be fused in order to calculate a
deduplicated cross-device audience. Gemius will apply its methodology “Behavioral Panel Synthesis”.
By the end of the year results from home/work on PC will also be fused using the same methodology.
For January 2015 and the following months, the results for the different devices will be presented next
to one another, not deduplicated.
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4 Publication of CIM Internet audience results
4.1 Participation in the study
Each Belgian website included in the CIM Internet site centric measurement will automatically
participate in the panel recruitment as long as the technical conditions for a correct display of the
invitations are met.
4.2 Conditions for publication in planning files
The audience results for participating sites will be published if the following conditions are met:
1. The site is tagged correctly and the pop-up recruitment is shown.
2. There is constant traffic (no more than 3 days without traffic due to lack of scripting or site
down)
3. Profile results are only available if the selection has at least 40 unweighted observations.
4. The website is in Active Room on the last day of the month where data was calculated.
4.3 Access to the results
The results of the CIM Internet audience study are exclusively accessible to its subscribers. They can
be consulted in 3 different formats.
-
Monthly excel reports available in the subscribers section of the CIM website.
-
GemiusExplorer. A software allowing to analyze traffic and audience data for all websites. (This
tool will only be available when the Gemius best weights algorithm is applied to the Media
Planning tools, i.e. not before January 2016.)
-
Media planning tools. Certified softwares that make the results available in a planning
software. The results are accessible via planning software certified by the CIM. A current list of
certified software suppliers is available on the CIM website:
FR: http://www.cim.be/fr/internet/fournisseurs-de-logiciel
NL: http://www.cim.be/nl/internet/softwareleveranciers
4.4 Monthly excel reports
-
There are three types of reports available with socio-demographical profiles:
o
an individual reports for each publication unit (website, section, sales house, …)
o
a global report with an overview of all publication units –
o
a total report with results for the entire internet in Belgium .
Each report presents data on Belgian traffic with a socio-demographical split on gender, age, language,
PRI, PRP, Social group, degree, employment status, internet devices, and number of children in the
household.
In February 2015 Social Group was added. Number of children in the household was added in March
2015.
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4.5 The gemiusExplorer audience reporting tool
GemiusExplorer is a locally installed Windows application in which you can open .gem files with
monthly traffic and audience data. It allows the analysis of a complete set of indicators of the
respondents in a calendar month with the breakdown into daily, weekly and monthly data. The
available socio-demographic variables are listed lower.
This tool is based on the Gemius Best Weights algorithm (BWA) and will only be made available for the
CIM internet study when the BWA will be applied to the Media Planning tools, i.e. not before January
2016.
4.6 Monthly media planning tools
The monthly media planning tools basically contain the same information as the gemiusExplorer file,
but also allow to do the planning for an internet campaign.
It is therefore be possible to select an audience on several websites on a given period and predict the
reach, …
Available metrics are :
-
Reach %
Number of surfers
Page views
Visits
Time: this is defined as the average time per person in a target group.
There are however differences, which make that the Technical committee has decided to make the
planning files the only currency. The table hereunder contains a list of those differences:
The planning files
gemiusExplorer
Use of average day weights
Use of Gemius best weights algorithm
Reach is computed on the entire population
(internet and non internet)
Reach is computed on the internet population on
a given device (including people who do not surf
on Belgian websites or who did not surf in the
given month, but excluding people who never use
the internet on a given device). Reach-Internet is
available as a separate metric.
For a list of socio-demographic variables available in both gemiusExplorer and the planning files, please
see annex 2.
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5 CIM Internet Software panel
The CIM Internet Software panel is still under development.
It is a PC software under MS Windows that registers all traffic on four main browsers (Google Chrome,
MSIE, FireFox and Opera) independent of the login used on the device. It disposes of a virtual people
meter, where people have to register.
On the last screen of the CIM Internet PC cookie questionnaire, the respondent is asked if he is willing
to participate to other CIM studies. If he answers positively and is surfing on Google Chrome, MSIE,
FireFox or Opera from a PC with a Windows OS, he is invited to install the CIM Internet Software.
The purpose of this panel is to be able to measure traffic on websites that are not tagged in the CIM
Internet Traffic study. This can be the case if the website is not interested in the measurement (e.g. a
PC banking website or a government site that are not showing any third party banners) or a website
that is interested in the measurement, but for technical reasons or for reasons of international
company policy, is not allowed to put tags on its website (e.g. a major foreign website like google.be
that is subject to international policy imposed by the worldwide headquarters).
6 Controls of the CIM internet study
Each aspect of the CIM Internet study is tested thoroughly. Tests are done by the research institute
Gemius as well as by the CIM SPS and by the software house (GfK Probe).
6.1 Checking traffic data
The tagging of each new website/section is thoroughly tested before allowing a site into the study. On
an ongoing base, the tagging of a random selection of websites is checked.
Amongst others, the following elements are tested:
-
Is the scripting correctly implemented?
Is the scripting available on the entire website?
Is the correct identifier being used?
Is the mandatory extraparameter ‘Language’ present?
Are the CIM logo and disclaimer available on the website?
Tagging of native, hybrid and html5 applications and of streaming players is also tested thoroughly.
Gemius certifies each streaming player individually, and reports on the necessary changes in the
tagging.
Each day the CIM Internet staff checks the results in gemiusOLA, gemiusPrism and the offline reports
for the Luxembourgian market. Checks are done on the availability of results and the stability of the
results. If a problem is discovered, the subscriber is contacted and asked to take the necessary
measures.
6.1 Checking audience data
Before delivering the data to CIM, Gemius does a series of internal checks on the audience data:
CIM Internet study - methodology
Page 44
-
Checking the filtering conditions: is there a disproportionate filtering of page views for any of
the websites, based on the rules for allowed domains, autorefresh or use of iFrame,
Month-by-month trend concerning validation rules: how many people are unavailable for
reporting based on conflicts in their answers to the intake survey?
Check on % of not-good BID: is this percentage stable from month to month?
Check on the socio-demographical structure of the panel versus the data known from the
structural studies.
Check on weighting efficiency and weights distribution (average, min., max. weight)
Check on the size of the panels: PC is kept stable by the gross-net algorithm, Smartphone and
Tablet are growing.
Trend reports (comparison with last months) on the Internet node (e.g. EC, Population, JCoefficient)
Trend report on all websites (i.e. change in PVs, RUs, Panelist)
The permanent structure checks on the following elements:
All websites are screened for continuous traffic. Sites that show no traffic for at least three days will
not be published for that month.
-
Comparison of the weighted variables in the PC, Smartphone and Tablet panel with the data
in the structural studies
After adding the non internet data the total for the weighted variables in the PC, Smartphone
and Tablet panel is compared with the data for total population in the structural studies
Comparison of non weighted variables in the PC, Smartphone and Tablet panel with the data
in the structural studies
Stability of the results for reach for all websites.
On a monthly base the audience data are checked and reported to the CIM Internet technical
committee.
Reports are presented on the overall gross panel size, the size of the net panel, the recruitment rate,
the socio-demographic composition of the panel, the efficiency of the weighting, the stability of the
number of real users for all sites from month to month, …
The planning file results in GfK Probe are tested and compared with the excel files before they are
published to the market.
Before publication on the CIM website, random checks are also done on the excel reports.
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Annexes
ANNEXES
Annex 1
Hereunder you can find a full version of the intake surveys.
6.2 CIM Internet PC Cookie Panel questionnaire
This is the general version that is used for adults (18+)
Q0
year (1900 TO
What is your year of birth?
current year - 12)
Q11A
Q11B (min. 1000
/ max. 9999)
numeric 1000 9999
CIM Internet study - methodology
____
Do you live in Belgium?
1: Yes
2: No
What is your zip code ?
____
Page 46
Annexes
General Internet Usage
Q1
single
Q1b
Q1c
How often do you usually use internet ? 1: 7 days a week
2: 5 or 6 days a week
3: 3 or 4 days a week
4: 1 or 2 days a week
5: Less than 1 day a week
6: Less than 1 day a month
How many hours do you use the
Internet in a typical day?
GRID (TABLE)
QUESTION. One
answer for each
location.
1: up to one hour
2: 1-2 hours
3: 3-4 hours
4: 5-6 hours
5: 7 hours or more
How often do you generally use
A. Home
internet on each of the following places B. At work
?
C. At school or at university
D. Mobile (on the street, underway or at
public places)
E. Elsewhere
Q2
multiple + open text
Over the past month, have you at any
time used the internet via one of the
following devices (e.g. to surf, send or
receive e-mails, use online banking or
social networks,…)?
Q2b
if Q2 = 1
Over the past month, have you at any
time used the internet on a desktop
computer on the following places (e.g.
to surf, send or receive e-mails, use
online banking or social networks,…)?
Several answers possible
Q2c
if Q2 = 2
Over the past month, have you at any
time used the internet on a portable
computer on the following places (e.g.
to surf, send or receive e-mails, use
online banking or social networks,…)?
Several answers possible
CIM Internet study - methodology
1. 7 days a week
2. 4-6 days a week
3. <= 3 days a week
4. Never
1. Desktop computer
2. Portable computer (laptop)
3. Tablet
4. Smartphone (mobile telephone with
internet access)
5. Portable multimedia console (e.g.
Playstation Portable, Nintendo DS,...)
6. TV player
7. An other device: _________________
1. at home
2. at work
3. in school or at the university
4. with friends or acquaintances
5. somewhere else
1. at home
2. at work
3. in school or at the university
4. with friends or acquaintances
5. somewhere else
Page 47
Annexes
Q3
Q4
Q4b (If Q4=2)
Q5 (If Q4 =2)
If Q5=1
Q6 (If Q3=1
Vaste computer)
What device are you using right now to
fill out this survey ?
1. Desktop computer
2. Portable computer (laptop)
3. Tablet
4. Smartphone (mobile telephone with
single
internet access)
5. Portable multimedia console (e.g.
Playstation Portable, Nintendo DS,...)
6. TV player
single
Are you the only person who uses the
1: Yes
internet from this device?
2: No
What is your share in the overall
1: I am the main user of this device
internet use from this device?
2: I use this device to the same degree as
other user(s)
single (both)
3: I make less use of this device than
other user(s)
Together on 1
4: I don't know
screen ?
Are different accounts (logins) being
1: Yes
used on this device?
2: No
3: I don't know
What account (login) do you use on this 1: I use the same account (login) as other
device?
users
2: I use my personal account (login)
3: I don't know
Single
Whers is this desktop computer located 1. at home
If (Q6 = 3 OR Q6 = 4 ?
2. at work
OR Q6 = 5) STOP the
3. in school or at the university
interview
4. with friends or acquaintances
(screenout)
5. somewhere else
Q7 (If Q3=2
laptop)
single
Where do you mainly use this portable
computer?
Q8 (If Q3=3
Tablet)
single
Where do you mainly use this tablet ?
CIM Internet study - methodology
1. at home
2. at work
3. in school or at the university
4. on different locations
1. at home
2. at work
3. in school or at the university
4. on different locations
Page 48
Annexes
BASIC Sociodemographic variables
Q9
single
What is your gender?
Q12
single
What is the highest level of education
that you have reached succesfully,
either in day school or evening school ?
Q13
single
Which category responds the best to
your current professional situation ?
Q14 (If Q13=5)
single
Which statement suits you best ?
Q15 (If Q13= 2 or single
3 or 4)
What is your professional status (for
your main occupation) ?
Q16 (If Q13= 2 or single
3 or 4)
Which of the following categories
corresponds the best with your
profession ?
Q17 (IF Q16 = 1
or 2 or 3 or 6 or
7 or 8 or 9)
For how many employees are you
responsable ?
single
CIM Internet study - methodology
1. Male
2. Female
1: primary school or no degree
2: lower general secondary education (first
three years achieved)
3: lower secondary technical, artistical or
professional education (first three years
achieved)
4: higher general secondary education (last
three years achieved)
5: higher secondary technical, artistical
education (last three years achieved)
6: higher secondary professional onderwijs (last
three years achieved)
7: candidate, bachelor (academical or
professional), graduate
8: university licence, master, post graduate,
extra-universitairy higher education (long type)
9: university licence with met additional degree,
master after master
10: doctorate with thesis
1: I am a pupil | student | in formation
2: I work full-time
3: I work part-time
4: I have temporarily suspended my professional
occupation / I'm using up time credit
5: I have no employment at the moment (e.g.
pensioned, jobless, …)
1: I am a houseman | housewife
2: I am incapacitated
3: I am jobless
4: I am in early retirement
5: I am pensioned
6: Other
1: independent
2: employed in the public sector
3: employed in the private sector
1: farmer
2: artisan
3: merchant, industrialist
4: worker
5: clerk
6: middle management (e.g. head of
department or division, ...)
7: member of the general management, senior
executive (e.g. director, manager, ...)
8: free profession
9: freelance, self-employed
1: 0
2: from 1 to 5
3: from 6 to 10
4: 11 or more
Page 49
Annexes
Q18 (if Q16=4)
single
Are you a …?
Q19 (if Q16=5)
single
Are you a …?
Q20
numeric 0-15 Can you indicate how many household
members, EXCLUDING yourself, are
living with you on a permanent basis or
at least half of the time (e.g. during the
week, one week out of two)
Q21 (if Q20 >0
for each)
Q22 (if Q20 >0)
numeric 0-99 Can you indicate the age of each
household member ?
single
Are you usually the person in charge of
the choice of brands for food, drinks
and maintenance products in your
household?
single
Who is the main responsable for the
income in your household (the person
with the highest income)?
single
What is the highest level of education
that was reached succesfully by the
main responsable for the income,
either in day school or evening school ?
Q23 (if Q20 >0)
Q24 (if NOT Q23
PI is Ikzelf - PI =
MRI)
Q25 (if NOT Q23
PI is Ikzelf - PI =
MRI)
single
Q26 (if Q25 = 5)
single
1: skilled worker
2: unskilled worker
1: clerk with primarily office work
2: clerk with little or no office work
I__I__I members
I__I__I year
1: Yes
2: No
1: Myself
2: Someone else
1: primary school or no degree
2: lower general secondary education (first
three years achieved)
3: lower secondary technical, artistical or
professional education (first three years
achieved)
4: higher general secondary education (last
three years achieved)
5: higher secondary technical, artistical
education (last three years achieved)
6: higher secondary professional education (last
three years achieved)
7: candidate, bachelor (academical or
professional), graduate
8: university licence, master, post graduate,
extra-universitairy higher education (long type)
9: university licence with met additional degree,
master after master
10: doctorate with thesis
11: I don't know
Which category responds the best to
1: pupil | student | in formation
the current professional situation of the 2: working full-time
main responsable for the income?
3: working part-time
4: has temporarily suspended his/her
professional occupation / is using up time credit
5: has no employment for the moment
Which statement suits the main
responsable for the income best ?
CIM Internet study - methodology
1: houseman | housewife
2: incapacitated
3: jobless
4: in early retirement
5: pensioned
6: other
Page 50
Annexes
Q27 (if Q25 = 2
or 3 or 4)
single
Which of the following categories
corresponds the best with the
profession of the main responsable for
the income?
1: farmer
2: artisan
3: merchant, industrialist
4: worker
5: clerk
6: middle management (e.g. head of
department or division, ...)
7: member of the general management, senior
executive (e.g. director, manager, ...)
8: free profession
9: freelance, self-employed
Q28 (if Q10 date
of birth leads to
age >= 36 years)
Q29 (if Q28=1)
single
Are you a grandfather or grandmother
?
1: Yes
2: No
multiple
Do you have grandchildren in the age
ranges hereunder ?
1: 0 to 2 year
2: 3 to 5 year
3: 6 to 11 year
4: 12 to 14 year
5: 15 to 17 year
6: 18 to 24 year
7: 25 year and older
Q30
single
What language do you usually speak at
home?
1: Dutch
2: French
3: German
4: English
5: Arab
6: Spanish
7: Italian
8: Polish
9: Turkish
98: Other: …………… (specify)
Q31
single
Q32 (if Q31 = 1)
multiple
Do you speak other languages at home? 1: Yes
2: No
What other languages do you speak at 1: Dutch
home?
2: French
3: German
4: English
5: Arab
6: Spanish
7: Italian
8: Polish
9: Turkish
98: Other: …………… (specify)
Participation
Q90
single + open
Q91
IN PROGRESS
CIM Internet study - methodology
Do you wish to participate in the
sweepstake ?
(You can win …..)
Software panel question(s)
1. Yes, if I win, please inform me via the
following e-mail address […………..]
2. No, I do not wish to participate
Page 51
Annexes
Q92A (If Q90 = single
1. Ja)
Can CIM invite you in the future to
participate in other media studies ?
1: Yes
2: No
Q92B (If Q90 =
2. Nee)
Can CIM invite you in the future to
participate in other media studies ?
1. Yes, please invite me via the following email address […………..]
2. No, I do not wish to be invited
single + open
For 12-17 year old a simplified version is used. You can find it hereunder.
What is your year of birth?
12-14 years:
You have to ask your parents for permission if
you want to take part in the study.
Do you give permission for your child to take
part in the survey?
Do you live in Belgium?
What province do you live in?
1: Yes
2: No
Yes/ No
Antwerp
Brussels
Hainaut
Limburg
Liège
Luxembourg
Namur
East-Flanders
Vlaams-Brabant
Waals-Brabant
West-Flanders
I do not live in Belgium
What is your zip code? Only for province
Vlaams-Brabant
Generally where do you connect to the Internet
using desktop computer or laptop ?
What is your gender?
at home
at work
at school or at the university
at friends or acquaintances
other place
Desktop computer
Portable computer (laptop)
Tablet
Smartphone (mobile telephone with internet
access)
Portable multimedia console (e.g. Playstation
Portable, Nintendo DS,...)
TV player
Another device
1: mainly me
2: mainly other children
3. mainly adults
Female/Male
Do you wish to participate in the sweepstake?
(You can win <u>nice prices</u>)
Yes, if I win, please inform me via the following
e-mail address
Over the past month, have you at any time
used the internet via one of the following
devices (e.g. to surf, send or receive e-mails,
use online banking or social networks,…)?
Who uses internet on the device you are on
now?
CIM Internet study - methodology
Page 52
Annexes
Can CIM invite you in the future to participate in
other media studies?
No, I do not wish to participate
Yes, please invite me via the following e-mail
address: ______
No, I do not wish to be invited
6.3 CIM Internet Tablet Panel and CIM Internet Smartphone Panel
QID AID
0
1
2
0
1
3
0
1
2
3
4
5
0
1
4
English
Multiplatform questions group
What is your year of birth?
You have to ask your parents
for permission if you want to
take part in the study.
Do you give permission for
Yes
your child to take part in the
No
survey?
How often do you usually use
internet?
What device are you using
right now to fill out this
survey?
2
5
6
7
8
9
3
4
0
1
0
1
2
3
4
5
0
1
0
1
2
3
4
5
0
7 days a week
5 or 6 days a week
3 or 4 days a week
1 or 2 days a week
Less than 1 day a week
Less than 1 day a month
Tablet
Smartphone (mobile telephone with internet
access)
Portable multimedia console (e.g. Playstation
Portable, Nintendo DS,...)
TV player
other
Yes
No
Do you use this tablet to visit
internet websites at least
once a month?
How many people besides you 0
use this tablet?
1
2
3
4
5 and more
Do you use this smartphone
Yes
to visit internet websites at
No
least once a month?
How many people besides you 0
use this smartphone?
1
2
3
4
5 and more
I am the main user of this device
CIM Internet study - methodology
Page 53
Annexes
1
2
10
11
12
13
3
0
1
2
3
4
5
0
1
3
I don't know
0
1
2
3
4
5
0
1
2
0
1
2
3
4
5
6
0
1
2
3
4
16
I don't know
How many tablets in total do
0
you use at least once a month 1
to connect to the internet?
2
Please think about all tablets, 3
4
not only these that you own.
5 and more
What is your share in the
I am the main user of this smartphone
overall internet use from this I use this smartphone to the same degree as
smartphone?
other user(s)
I make less use of this smartphone than other
user(s)
4
5
6
15
I make less use of this device than other
user(s)
2
3
14
What is your share in the
overall internet use from this
tablet?
I use this device to the same degree as other
user(s)
0
1
How many smartphones in
total do you use at least once
a month to connect to the
internet?
Please think only about
smartphones which you are
the main user of.
0
1
2
3
4
5 and more
Over the past month, have
Desktop computer
you at any time used the
Portable computer (laptop)
internet via one of the
Smartphone (mobile telephone with internet
following devices (e.g. to surf,
access)
send or receive e-mails, use
Portable multimedia console (e.g. Playstation
online banking or social
Portable, Nintendo DS,...)
networks,…)?
TV player
Another device
I don't use other devices
Over the past month, have
you at any time used the
internet via one of the
following devices (e.g. to surf,
send or receive e-mails, use
online banking or social
networks,…)?
Desktop computer
How many portable
computers (laptops) in total
1
Portable computer (laptop)
Tablet
Portable multimedia console (e.g. Playstation
Portable, Nintendo DS,...)
TV player
Another device
I don't use other devices
How many desktop computers 1
in total do you use at least
2
once a month to connect to
3
the internet?
4
5 and more
CIM Internet study - methodology
2
Page 54
Annexes
17
2
3
4
do you use at least once a
month to connect to the
internet?
3
4
5 and more
0
How many smartphones in
total do you use at least once
a month to connect to the
internet?
1
1
2
3
4
18
0
19
1
2
3
4
5
0
2
3
4
5 and more
1
2
3
4
5
How many people besides you 0
use this smartphone?
1
2
3
4
5 and more
Please think at this moment
0
only about this smartphone
1
which you use most often.
2
How many people besides you 3
4
use this smartphone?
5 and more
20
0
1
2
3
4
How many tablets in total do
1
you use at least once a month 2
to connect to the internet?
3
4
5 and more
21
0
1
2
3
4
5
0
How many people besides you 0
use this tablet?
1
2
3
4
5 and more
Please think at this moment
0
only about this tablet which
1
you use most often.
2
How many people besides you 3
4
use this tablet?
5 and more
22
1
2
3
4
5
23
0
1
What is your share in the
overall internet use from this
smartphone?
I am the main user of this smartphone
Please think at this moment
only about this smartphone
I am the main user of this smartphone
2
3
24
0
CIM Internet study - methodology
I use this smartphone to the same degree as
other user(s)
I make less use of this smartphone than other
user(s)
I don't know
Page 55
Annexes
1
which you use most often.
2
What is your share in the
overall internet use from this
smartphone?
3
25
0
1
What is your share in the
overall internet use from this
tablet?
2
26
3
0
1
2
3
27
28
0
1
0
1
2
3
4
5
6
7
Please think at this
moment only about this
tablet, which you use most
often.
What is your share in the
overall internet use from this
tablet?
29
1
2
3
30
4
0
1
I am the main user of this tablet
I use this tablet to the same degree as other
user(s)
I make less use of this tablet than other
user(s)
I don't know
I am the main user of this tablet
I use this tablet to the same degree as other
user(s)
I make less use of this tablet than other
user(s)
I don't know
Demographics
What is your gender?
Female
Male
What is the highest level of
Primary school or no degree
education that you have
Lower general secondary education (first three
reached successfully, either in years achieved)
day school or evening school?
Lower secondary technical, artistic or
professional education (first three years
achieved)
Higher general secondary education (last three
years achieved)
Higher secondary technical, artistic education
(last three years achieved)
Higher secondary professional education (last
three years achieved)
Candidate, bachelor (academical or
professional), graduate
University licence, master, post graduate,
extra-universitary higher education (long type)
8
9
0
I use this smartphone to the same degree as
other user(s)
I make less use of this smartphone than other
user(s)
I don't know
Which category responds the
best to your current
professional situation?
Do you live in Belgium?
CIM Internet study - methodology
University licence with met additional degree,
master after master
Doctorate with thesis
I am a pupil / student / in formation
I work full-time
I work part-time
I have temporarily suspended my professional
occupation / I'm using up time credit
I have no employment at the moment
Yes
No
Page 56
Annexes
31
What is your zip code?
CIM Internet study - methodology
Page 57
Annexes
Annex 2: socio-demographic variables in reporting
The socio-demographic variables can be divided into two types: most criteria are the direct
result of the questions, such as age, gender or professional activity of the person
interviewed. Others are the result of treatments carried out on the basis of basic data, such
as social groups, residences.
The following variables are available in gemiusExplorer and the planning files:
GENDER
GENDER
AGE IN YEARS
CIM LANGUAGE
CIM LANGUAGE
NIELSEN REGION
NIELSEN REGION
NIELSEN REGION
NIELSEN REGION
NIELSEN REGION
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
PROVINCES
EDUCATIONAL LEVEL INTERVIEWED PERSON
EDUCATIONAL LEVEL INTERVIEWED PERSON
EDUCATIONAL LEVEL INTERVIEWED PERSON
EDUCATIONAL LEVEL INTERVIEWED PERSON
EDUCATIONAL LEVEL INTERVIEWED PERSON
EDUCATIONAL LEVEL INTERVIEWED PERSON
Employment status respondent
Employment status respondent
Employment status respondent
Employment status respondent
Employment status respondent
PROFESSIONAL ACTIVITY INTERVIEWED
PERSON
PROFESSIONAL ACTIVITY INTERVIEWED
PERSON
CIM Internet study - methodology
MEN
WOMEN
FRENCH
DUTCH
Nielsen I
Nielsen II
Nielsen III
Nielsen IV
Nielsen V
WALLOON BRABANT
BRUSSELS 19
ANTWERP
FLEMISH BRABANT
WEST FLANDERS
EAST FLANDERS
HAINAULT
LIEGE
LIMBURG
LUXEMBURG
NAMUR
NONE PRIMARY
SECONDARY LOW
SECONDARY HIGH GEN., TECHN. ART.
SECONDARY HIGH PROF
BACHELOR
MASTER
pupil, student, in formation
at work full-time
at work part-time
temporarily suspended professional occupation
no employment
SELF EMPLOYED
SALARY PUBLIC SECTOR
Page 58
Annexes
PROFESSIONAL ACTIVITY INTERVIEWED
PERSON
PROFESSIONAL ACTIVITY INTERVIEWED
PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
PROFESSION INTERVIEWED PERSON
MAIN RESPONSABLE FOR INCOME
MAIN RESPONSABLE FOR INCOME
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
SOCIAL GROUPS
NUMBER OF PEOPLE IN THE HOUSEHOLD
NUMBER OF PEOPLE IN THE HOUSEHOLD
NUMBER OF PEOPLE IN THE HOUSEHOLD
NUMBER OF PEOPLE IN THE HOUSEHOLD
NUMBER OF PEOPLE IN THE HOUSEHOLD
GRANDPARENT
GRANDPARENT
GRANDCHILDREN 0-2 Yrs
GRANDCHILDREN 0-2 Yrs
GRANDCHILDREN 3-5 Yrs
GRANDCHILDREN 3-5 Yrs
GRANDCHILDREN 6-11 Yrs
GRANDCHILDREN 6-11 Yrs
GRANDCHILDREN 12-14 Yrs
GRANDCHILDREN 12-14 Yrs
GRANDCHILDREN 15-17 Yrs
GRANDCHILDREN 15-17 Yrs
GRANDCHILDREN 18-24
GRANDCHILDREN 18-24
CIM Internet study - methodology
SALARY PRIVATE SECTOR
WITHOUT PROFESSIONAL ACTIVITY
SMALL COMMERCE, ARTISAN, INDUSTRIAL AND
FREELANCE 5-, FARMER
UPPER MANAGEMENT, LIBERAL PROFESSIONS, BIG
COMMERCE, INDUSTRIAL AND FREELANCE 6+
MIDDLE MANAGEMENT
EMPLOYEE
SKILLED WORKER
UNSKILLED WORKER
HOUSEWIFE
RETIRED
UNEMPLOYED
STUDENT
OTHER
MRI YES
MRI NO
GROUP 1
GROUP 2
GROUP 3
GROUP 4
GROUP 5
GROUP 6
GROUP 7
GROUP 8
DON T KNOW
1 PERSON
2 PERSONS
3 PERSONS
4 PERSONS
5 PERSONS AND MORE
YES
NO
YES 0-2
NO 0-2
YES 3-5
NO 3-5
YES 6-11
NO 6-11
YES 12-14
NO 12-14
YES 15-17
NO 15-17
YES 18-24
NO 18-24
Page 59
Annexes
GRANDCHILDREN 25+
GRANDCHILDREN 25+
PERSON RESPONSABLE FOR PURCHASES
PERSON RESPONSABLE FOR PURCHASES
LANGUAGE MOST SPOKEN AT HOME
LANGUAGE MOST SPOKEN AT HOME
LANGUAGE MOST SPOKEN AT HOME
LANGUAGE MOST SPOKEN AT HOME
LANGUAGE MOST SPOKEN AT HOME
Internet usage devices
Internet usage devices
Internet usage devices
Internet usage devices
Internet usage devices
Internet usage devices
Internet usage devices
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON'S AGE
INTERVIEWED PERSON AGE 18+
INTERVIEWED PERSON AGE 18+
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
INTERVIEWED PERSON'S AGE (7 cat.)
PRESENCE OF CHILDREN
PRESENCE OF CHILDREN
PRESENCE OF CHILDREN
PRESENCE OF CHILDREN
PRESENCE OF CHILDREN
PRESENCE CHILDREN -1 YEAR
CIM Internet study - methodology
YES 25+
NO 25+
PRP YES
PRP NO
FRENCH
DUTCH
GERMAN
ENGLISH
OTHER LANGUAGE
Desktop computer
Portable computer
Tablet
Smartphone
Portable multimedia console
TV player
Another device
12-14
15-17
18-20
21-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65-69
70-74
75 and more
12-17
18 +
12-14
15-24
25-34
35-44
45-54
55-64
65+
1 CHILD
2 CHILDREN
3 CHILDREN AND MORE
NO CHILDREN -55
NO CHILDREN +55
CHILD -1Y YES
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Annexes
PRESENCE CHILDREN -1 YEAR
PRESENCE CHILDREN 1 YEAR
PRESENCE CHILDREN 1 YEAR
PRESENCE CHILDREN 2 YEARS
PRESENCE CHILDREN 2 YEARS
PRESENCE CHILDREN 3-4 YEARS
PRESENCE CHILDREN 3-4 YEARS
PRESENCE CHILDREN 5-6 YEARS
PRESENCE CHILDREN 5-6 YEARS
PRESENCE CHILDREN 7-12 YEARS
PRESENCE CHILDREN 7-12 YEARS
PRESENCE CHILDREN 13-14 YEARS
PRESENCE CHILDREN 13-14 YEARS
CIM Internet study - methodology
CHILD -1Y NO
CHILD 1Y YES
CHILD 1Y NO
CHILD 2Y YES
CHILD 2Y NO
CHILD 3-4Y YES
CHILD 3-4Y NO
CHILD 5-6Y YES
CHILD 5-6Y NO
CHILD 7-12Y YES
CHILD 7-12Y NO
CHILD 13-14Y YES
CHILD 13-14Y NO
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Annexes
Annex 3: Calculation of social groups
Social groups are based on education and occupation of PRI (person mainly responsible for the income)
For the CIM Internet study, we use a simplified version of the social groups as they are calculated in
the CIM Golden Standard. The simplified version leaves out last occupation for people who are retired
or jobless and details on occupation for PRI if the respondent is not the PRI.
Education is given a score, occupation is given a score.
Both scores are multiplied.
Multiplication is then split into 8 groups based on the distribution of the internet population in the
structural study (CIM Press study 2015 Q1). In the Press study the entire population (12+ internet and
non-internet) is divided into 8 equal groups based on percentiles of the scores. This makes the social
groups comparable to other CIM studies. Since the internet population has a higher social level than
the general population the highest social groups represent more than 1/8 of the panel.
In the tables hereunder you can read the scores used for education and occupation.
EDUCATION
primary school or no degree
lower general secondary education (first three years achieved)
lower secondary technical, artistical or professional education (first three years achieved)
Score
10
35
25
50
higher general secondary education (last three years achieved)
higher secondary technical, artistical education (last three years achieved)
45
higher secondary professional onderwijs (last three years achieved)
40
75
candidate, bachelor (academical or professional), graduate
university licence, master, post graduate, extra-universitairy higher education (long type)
85
90
100
university licence with additional degree, master after master
doctorate with thesis
OCCUPATION
I am a pupil / student / in formation
I am a houseman / housewife
I am incapacitated
I am jobless
I am in early retirement
I am pensioned
other
farmer
artisan
merchant, industrialist
CIM Internet study - methodology
Score Comment
10
10
10
60 % of last profession (based on weighted
26 average in press study 2012-2103)
75 % of last profession (based on weighted
39 average in press study 2012-2103)
60 % of last profession (based on weighted
34 average in press study 2012-2103)
50
45
70
90
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Annexes
worker
weighted average for skilled and unskilled (on
45 press study 2012-2013)
weighted average for office worker or not (on
62 press study 2012-2013)
weighted average for middle management (on
72 press study 2012-2013)
clerk
middle management (e.g. head of department or
division, ...)
middle management (e.g. head of department or
division, ...) + resp. for <=5 persons
middle management (e.g. head of department or
division, ...)
member of the general management, senior
executive (e.g. director, manager, ...)
member of the general management, senior
executive (e.g. director, manager, ...) + resp. for <=5
persons
member of the general management, senior
executive (e.g. director, manager, ...) + resp. for 6-10
persons
member of the general management, senior
executive (e.g. director, manager, ...) + resp. for 11+
persons
free profession
freelance, self-employed
freelance, self-employed
freelance, self-employed
skilled worker
unskilled worker
clerk with primarily office work
clerk with little or no office work
70
75
94 average for middle management
80
90
100
100
80 metrical average
70
90
50
25
65
60
The social groups are available in the audience reporting starting with the February 2015 data.
These are the boundaries used in February 2015 and the following months to compute social groups:
FEBRUARY 2015
FROM
TO
Group 1
Group 2
Group 3
Group 4
Group 5
Group 6
Group 7
Group 8
CIM Internet study - methodology
5525
4500
3000
2275
1750
1170
500
100 TH
10000
5400
4250
2925
2250
1700
1125
450
%
17,2%
18,6%
11,9%
12,4%
12,1%
12,4%
9,1%
6,2%
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