How long do Singaporeans surf?

SINGAPORE - Nielsen//NetRatings, an Internet audience measurement service in the industry, today announced topline Internet audience measurement findings for June, indicating that Yahoo! was once again the top website by property, mirroring the trend seen over the past three months, and indicating National Day Parade (NDP) 2000 was one of the top five advertisers. Nielsen//NetRatings is provided by ACNielsen eRatings.com (a venture between ACNielsen Corp., NYSE: ART and NetRatings, Inc., Nasdaq: NTRT), Nielsen Media Research and NetRatings, Inc.

Mrs. Hoe Chin Fee, managing director of ACNielsen eRatings.com in Singapore, noted that the average time spent online by Singaporean users saw a decrease, from six hours and nine minutes in May, to five hours and forty-nine minutes in June 2000.

The Internet attracted more male users in June, with the composition of male Internet users increasing to 61.05%, from 57.57% the previous month. However, males spent less time online during the month, as the average time online declined from seven hours and twenty-three minutes to six hours and two minutes,” she said. “Conversely, although the composition of female Internet users dropped from 42.43% in May to 38.95% in June, their average time spent saw a considerable increase from four hours and thirty minutes in May to five hours and twenty-nine minutes in June 2000. Marketers looking to target female consumers can interpret this increase in time spent online as an attempt to find sites and content of interest.”     

The above findings are based on data derived from monitoring a panel of nearly2,000 Singapore Internet users, as they surfed the web from home. In addition to providing summary information on overall Internet use, including sites most visited, Nielsen//NetRatings also provides a unique ad banner service, "BannerTrack", the only service which tracks both audience activity across sites as well as provides complete, detailed information on ad banner campaigns. To make audience targeting and analysis possible, all site and advertising behaviours are linked to user demographic profiles, which include region, age, income and education levels.

"The BannerTrack" service provides advertisers and media planners with detailed, accurate and reliable information for use in competitive research, post-buy and creative analysis. With this information, they are able to develop more effective marketing strategies," said Mrs. Hoe.

BannerTrack findings indicate that Yahoo! was the top advertiser for June 2000, achieving 3.8 million impressions, followed by MSN, Compaq, Dell Computer Corporation and National Day Parade (NDP) 2000. National Day Parade (NDP) 2000 achieved 658,919 impressions.

Unique audience is a measure of the total number of individuals that visit a property. A property is defined as a consolidation of multiple domains and URLs owned by a single entity.

Source:  Nielsen//NetRatings, June 2000

Example: The data indicates that nearly 84,600 home Internet users visited at least one of the Go Network-owned sites during June.

Top Advertisers, June 2000, Singapore

Top advertisers, ranked by banner impressions, are based on data from BannerTrack^SM, Nielsen//NetRatings' syndicated advertising research report. An impression is counted each time an ad banner is fully loaded onto a user’s screen.

Source:  Nielsen//NetRatings, June 2000