The Telegraph has released what it claims is the first ever global qualitative research live on the Internet for its on-line version, the Electronic Telegraph. (http://www.telegraph.co.uk).
The results show that the majority of users are male and under 40, intelligent and computer literate. Most readers use computers in their jobs in industries ranging from business to consultancies and universities. However, international readers are in a broader age range and more frequently use the electronic publication at home than UK readers.
Most of those surveyed access the Electronic Telegraph at least once a day, with many users not being readers of any printed newspaper. Reasons given for accessing the Electronic Telegraph were that it is a source of news and information which is available immediately, it gives a feeling of being at the “leading edge” of communications, and it is free except for the phone charges. The ET was spontaneously mentioned as one of the best World Wide Web sites.
With regards to advertising on the ET, it has a high recall and is seen as interesting and fun when it takes advantage of the interactivity of the medium. Advertising areas of interest mentioned were computers and IT, travel and holidays, cars, appointments, listings, music and cinema. Current advertisers on ET include Barclays and The Spectator.
Electronic Telegraph claims it is the busiest internet web site in Europe, with up to 1,000,000 hits per day, or approx 100,000 accessed pages.
The research groups were recruited via Electronic Telegraph, and included a cross section of the 90,000 ET users.
Telegraph: 0171 538 5000 http://www.telegraph.co.uk/
