[01] Oi Ellhnes kai to Internet

Ta stoixeia ayta prokyptoyn apo thn paneyrwpaikh online ereyna synhqeiwn ``Internet & Mobile MC DC'', poy paroysiasthke sta melh toy IAB Hellas (Interactive Advertising Bureau - Organismos Diadrastikhs Epikoinwnias), opws anakoinwse. Thn ereyna diejhgage h InSites Consulting se synergasia me to IAB Europe kai ta IAB 16 xwrwn, symperilambanomenhs kai ths xwras mas.

H ereyna anadeiknyei to profil enos idiaitera energoy, koinwnikoy kai syneidhtopoihmenoy Ellhna xrhsth. To 66% mpainei sto Diadiktyo kaqhmerina (eyrwpaikos m.o. 53%), enw to 24% einai energa syndedemeno gia perissoteres apo tesseris wres (eyrwpaikos m.o. 17%).

To 19% twn Ellhnwn xrhstwn emfanizetai na exei sthn katoxh toy ``ejypno'' kinhto thlefwno (iPhone, Blackberry k.lp.) kai na exei syndromh se yphresia prosbashs sto Diadiktyo mesw kinhtoy (eyrwpaikos m.o. 15%). To 54% elegxei to e-mail toy kaqhmerina (eyrwpaikos m.o. 37%).

To 35% kanei xrhsh yphresiwn instant messaging kaqhmerina (eyrwpaikos m.o. 25%), to 21% parakoloyqei kaqhmerina binteo apo yphresies opws to YouTube (eyrwpaikos m.o. 12%), to 24% ``anebazei'' binteo toylaxiston mia fora thn ebdomada (eyrwpaikos m.o. 12%), enw to 25% akoyei radiofwno mesw Internet kaqhmerina (eyrwpaikos m.o. 16%).

Se sxesh me tis mhxanes anazhthshs, to 36% xrhsimopoiei mhxanes anazhthshs arketes fores thn hmera (eyrwpaikos m.o. 22%). To 67% tis xrhsimopoiei toylaxiston mia fora thn ebdomada gia anazhthsh proiontwn kai yphresiwn poy endiaferetai na agorasei (eyrwpaikos m.o. 59%), enw to 64% tis xrhsimopoiei gia na anazhthsei shmeio pwlhshs (eyrwpaikos m.o. 56%). To 69% empisteyetai ta apotelesmata poy lambanei apo tis mhxanes anazhthshs.

Sthn erwthsh ``poies phges plhroforhshs (online kai offline) empisteyontai perissotero, otan caxnoyn gia brands/proionta/yphresies'', stis treis prwtes qeseis briskontai yphresies sygkrishs (comparison websites) me 67%, sites me ajiologhseis xrhstwn (58%) kai sites me ajiologhseis eidikwn (46%). Sthn tetarth kai thn pempth qesh, antistoixa, briskontai h epafh me pwlhtes (41%) kai h gnwmh filwn/gnwstwn (39%).

O mesos Ellhnas xrhsths exei agorasei online epta fores mesa ston teleytaio xrono, enanti oktw toy eyrwpaikoy mesoy oroy, me th Megalh Bretania na brisketai sthn prwth qesh (me 10+ fores ton teleytaio xrono), enw to 82% einai arketa h poly piqano na to epanalabei.

To 60% dhlwnei pws h plohghsh sto Diadiktyo qa htan pio eyxaristh, an oi diafhmiseis htan perissotero prosarmosmenes sto profil toy (eyrwpaikos m.o. 47%), enw to 65% dhlwnei thn proqesh toy na dexqei epikoinwnia apo etaireies stis opoies einai hdh pelaths.

To 70% briskei xrhsimes tis protaseis gia proionta/yphresies apo sites ta opoia episkeptetai taktika, enw to 50% briskei xrhsimes tis plhrwmenes diafhmiseis se mhxanes anazhthshs. To 25% stelnei se filoys h anebazei se site video sharing diafhmistiko poy brhke endiaferon, toylaxiston mia fora thn ebdomada.

To 72% twn Ellhnwn xrhstwn briskei thn online diafhmish ligotero enoxlhtikh apo ta alla mesa. Ta stoixeia poy briskei pleon elkystika o Ellhnas se mia online diafhmish einai to ejypno dhmioyrgiko kai ta polymesika stoixeia (hxos kai binteo).

Telos, to 59% den enoxleitai apo diafhmiseis se yphresies koinwnikhs diktywshs (eyrwpaikos m.o. 32%), enw to 37% den exei problhma me to na xrhsimopoioyntai ta stoixeia toy gia swstoterh stoxeysh (targeting) twn diafhmisewn (eyrwpaikos m.o. 26%).

To IAB Hellas (Interactive Advertising Bureau - Organismos Diadrastikhs Epikoinwnias) idryqhke to 2001 kai apotelei ton kladiko forea sthn Ellada twn etaireiwn poy asxoloyntai me oles tis morfes toy chfiakoy kai diadrastikoy marketingk (digital kai interactive marketing). Apotelei meros enos pagkosmioy diktyoy, einai energo melos toy IAB Europe kai shmera ariqmei peri ta 70 melh.

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