24 May 2010

Web Surfing Is Stagnating in Denmark

In previous years you might have experienced a growth in traffic on your website. Hence, you are confident that the KPI concerning an increase in traffic is running according to plan. But this might be a mistake. In Denmark years of growth in traffic halted in 2009 - and it is especially the younger age groups which have reached a saturation point, according to a survey by Jon Lund.

The study shows that in Denmark the growth in the total number of pages the Danes are reading online has declined since the first quarter of 2009. In 2009 the Internet activity increased by 27 per cent but in the first quarter of this year the number of pages is declining by 1 percent. The number of visits and hours spent online are also falling.

It is particularly the younger age groups, whose online activity are declining. The older age groups continue to spend more time online, however, the increase is not as rapidly as it was among the younger age groups.

In Denmark people visit around 100,000 different websites each month. Most of them having a very limited taget group. However, the 250 largest websites experienced an increase in the total share of traffic from 51 to 66 per cent from January 2008 to 2010.

You can buy the survey at Mediawatch.