Wyzwania wobec badań użytkowników Internetu
Challenges to Internet audience measurement

Summary/Abstract: The diversified and decentralized nature of the Internet results in serious problems in the measurement the real usage and demographics of users. The first efforts to start continuous measurement of Internet audience in Poland were undertaken as early as in 1999, but the first results of measurement covering the whole market were published in January 2005. After a few years, even despite changes and improvements, the Internet audience measurement does not fit the needs and requirements of the market. According to the findings of the Internet industry consultations, the most required changes concern the time of availability of measurement results on the market, better time-granularity of results, content and functional categorization of web-sites, using common measures for the whole Internet and measuring only real, active usage of Internet.

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