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Gender and Age Differences in Internet Use among Czech Internet Users: Consequences for Online Advertisement Targeting

The internet offers advertisers many opportunities for targeting their advertisements. The traditional approach to the demographic targeting of advertisements assumes the existence of internet servers with sufficient homogeneity of visits. The aim of this paper is to identify the variations in internet content consumption habits of different groups of Czech internet users, according to gender and age. On the basis of the research findings, the possibilities for the demographic targeting of internet advertisements by gender and age on the Czech internet were assessed. The analysis is based on the data from the extensive research which was carried out by the Netmonitor project, and which was provided for the purposes of this research study by the Association for Internet Development SPIR. The research results show that the traditional affinity-based method of targeting according to gender and age is still possible on the Czech internet.