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Web without measure OOH

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Some surveys measuring Web audiences to apply the principles and media habits for decades with the TV: Save the behavior of web site traffic by panels of surfer from computers to home.



Enjoy using the same method hearing OOH (companies, institutions school and university) is another story. How panelized Internet at their place of work? Everything is working against: CIOs, guaranteeing the security of corporate networks refuse the installation of software or toolbars back information on activity in the company. For their part, employees, teachers and students are reluctant in principle to let out their consumption. As for having
behavior of Internet traffic for the same person at home and in his company (private or public) or university, and combine them is very difficult task. And Besides all this, it must satisfy the constraints set by the representativeness of scoping studies (types and sizes of businesses, industries, office held in the company, seniority, etc.. and the usual socio-demographic variables) .

Using the Web and the Internet outside the home continues to grow, and it probably is already higher than consumption at home. The "Survey information technology and communications and electronic commerce " conducted by INSEE in France can approach the scale of use of the Web in the enterprise (INSEE Results Economy No. 52 - February 2011 ). It appears that more than half of those in companies with more than 10 employees regularly use a computer connected to the Internet (France, in 2009). Over 90% of cases, it is a broadband connection. In an online survey of OpinionWay (CAWI, 1154 employees of private and public) for Editions Tissot , 45% of employees and in particular 78% of executives say Internet access for private during working hours. In these
conditions, which will only become more radical, we do not see how a panel could report on Internet dating and the Web at work, let alone distinguish the private use of commercial purposes. However it is likely that attendance at the place of work is for most people most active part of their web traffic. As for college, attending the Internet by students is close to 100%. And, of course, not to simplify, Mobile Web and still mix constantly, both for the people of executives as students.

Such knowledge deficit underestimates Certainly the importance of the Web, and it certainly affects downward, its use advertising.
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