Lycos Europe : User Structure Analysis based on EFS Survey

With its portals for Germany, Great Britain, France, Italy, Spain, the Netherlands, Austria, Switzerland, Denmark and Sweden, Lycos Europe provides advertisers with an extensive online platform. Advertisers need to know as much about the users as possible to reach target groups with the requisite purchasing power via optimally placed advertising formats. EFS Survey from Globalpark is the right tool with which to collect this detailed data about user structures. This software was used to design online surveys of more than 13,000 users in eight languages, conduct them with ease and analyze the results accurately.

Objectives

The primary objective of the survey was to obtain sound structural data for media planning. Therefore, the survey focused mainly on demographic data, general areas of interest, product preferences and the purchasing behavior of users.
The customer potential was analyzed according to industries – broken down into the product segments of cars, cell phones, travel, entertainment, fast moving consumer goods, and sports. Another aim of the user survey was to compare data from different countries in order to identify national differences between the target group structures.

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