Internet users in Europe: over 55 y.o. in Denmark, 15-24 y.o. in Bosnia and Moldavia

Cristina Blanaru Digital & Media, Studies

Nearly half of Bosnian and Moldavian internet users are 15-24 y.o. while in Denmark, on the other hand, a quarter of the online population is older than 55 y.o., a Gemius study shows.

Gemius took a closer look at the age of internet users in all countries where the company measures the socio-demographic profile of internet users, namely  Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Lithuania, Latvia, Moldova, Poland, Russia, Serbia, Slovakia, Slovenia, Ukraine and Hungary.

The analysis shows that young people represent the best part of internet users in Bosnia and Moldova, almost half of them (40%) having ages between 15-24 y.o. The young generation also dominates Croatian online population (34% aged 15-24), with similar situations in Belarus (31%), Slovakia (31%), Bulgaria and Lithuania (26%), Czech Republic (24%) and Ukraine (31%).

Mateusz Gordon, Gemius expert in e-commerce, believes that when planning an online business, one should thoroughly consider the internet user age data for the market of interest

Young people see the internet primarily as a source of entertainment. Consequently, wherever the youth dominates as an age group, you should expect an increase in sales in all kinds of multimedia, which in particular would be games, music or smartphone applications available in online stores

Mateusz Gordon.

According to the gathered data, a slightly older audience is found in Russia, where 31% of internet users are aged 25 – 34 y.o. The same age group is also the largest part of online population in Serbia (27%), Hungary (26%), Poland (26%), Latvia (24%) and Estonia (23%) . The study also showed that the most mature internet users are in Slovenia and Denmark, with individuals aged 35-44 representing 20% of the online population in Slovenia and users aged 55+ are most represented in Denmark (26%).

The more mature the internet market, the larger the older users population. That’s why the e-market sectors aiming at more mature customers are expected to be gaining on importance. The number of people buying online the products and services dedicated to this group will be on the rise, e.g. travels for senior citizens, rehabilitation equipment or medicines

Mateusz Gordon.

The study shows that the largest number of internet users is found in Russia (61 m), Poland (19 m) and Ukraine (16 m). Next are Czech Republic (6 m), Hungary (5 m), Denmark (4.3 m), Belarus (4.8 m) and Bulgaria (4 m each), then Serbia, Slovakia (3 m each) and finally, Croatia and Lithuania (2 m each). Over 1 m internet users were reported in Moldova, Bosnia and Herzegovina (1.6 m), Slovenia (1.4 m), Latvia (1.3 m). Several hundred thousand is the population of Estonian online audience (830 thousand).

The report was compiled based on data for February 2013 and in case of Moldova for March 2013. The data quoted originates from an international project (gemiusAudience) conducted by Gemius in 17 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web. The study is performed in accordance with the ICC/ESOMAR international code of conduct.

Gemius is a business consulting company, providing data, solutions and recommendations in the area of online advertising campaigns’ management as well as websites’ monitoring and analysis as far as users’ profiles are concerned. The information provided by the company are the basis for everyday marketing and e-commerce activities of nearly two thousand companies from automotive, finance, pharmaceutical, telecommunications, commerce, FMCG and IT industries, the leading advertising agencies and ad networks, media houses as well as publishers and advertisers all over the world.

Gemius operates on 30 markets in Europe, the Middle East and Africa. With its local offices in more than a dozen countries, the company cooperates with industry organizations dedicated to global, as well as local development of the internet market.

Gemius runs its studies basing on its own methodology and technological infrastructure. The company employs around 300 experts, including IT specialists, mathematicians, sociologists and psychologists. Monthly, it analyses 300 billion events occurring in the virtual reality i.e. page views and clicks made by the internet users. Company’s studies are conducted with strict adherence to the ICC/ESOMAR international code of conduct. Gemius was founded in 1999.