The Institute for Communication recently organized a successful Forum during which the results of a research regarding the development of the Internet in Greece were officially presented.

The President of the Institute, M. Theodoros Kotionis, gave an introductory address, followed by the General Secretary for Youth, Mrs. Vas. Kolia and the Special Secretary in charge of the IS, Professor Vass. Assimakopoulos, who presented interesting points of view highlighting the interest the Greek government takes in the matter.

The results of the research were presented by Mrs. Xenia Kourtoglou, President of Focus-Bari AEE and Mr. Dim. Mavros, Managing Director of MRB Hellas, while detailed comments were formulated by Mrs. M. Konstantopoulou, Professor at the Athens University of Economics and Business, and M. G. Tsourvakas, Professor at the Αristotle University of Thessaloniki. Additional comments were also made by M. Evangelatos and Mrs. Psiloutsikou who teach at the Athens University of Economics and Business.

Important interventions were also made by stakeholders.

“We are speeding up”: that was the main theme developed by Mr. K. Frouzis, Deputy General Director of Household and Corporate Customers of ΟΤΕ Mr. P. Sarandopoulos, General Manager of Commercial Matters of ΟTEΝΕΤ presented the general strategy and actions aimed at further developing the Internet in Greece. Mrs. Christina Sotiropoulou, Marketing Manager of Hellas On Line underlined the need of “Rebranding” the Internet, while Mr. G. Mathios, Integrated Marketing & Communication Manager, Coca Cola Hellas Mediterranean Division, gave important data regarding Internet and Communication. Finally, M. A. Perkizas, Marketing Director of GΕRΜΑΝΟS Ltd, talked about the importance of Retail trade concerning the development of the Internet, whilst Mr. N. Frydas, President of SafeNet, presented various aspects relating to the protection of the Internet users.

The Survey stages and the final study

The whole study was based on 5 thematic surveys:

• Three large on-going surveys, and
• Two ad hoc surveys: Desk research (analysis of all existing surveys) and Ad hoc research (qualitative and quantitative), based on questions such as: What is the environment, Who are the interested parties, Consumption practices (Media and products), Obstacles to be waived and opportunities, Who are the stakeholders/actors (which stakeholders does the public have in mind e.g. institutions, schools, individuals), To what extent are they or should they be involved, What should the stakeholders do, etc.

The results of the survey show the possibilities which are opening up. The Internet is thought to embody the future and progress itself. An analysis was made of the current and future users’ profile, their every-day needs, preferences and modes of efficient communication. Ideas about risks and lack of security of the Internet are being reviewed and the analysis of the various data shows how some groups can be activated and directly approached.

The findings point to five groups in term of the public:

• Two groups of users:
• • The Advanced users (16,5%) and
  • The Utilitarian users (15,9%), as well as
• Three groups on non users:
• • The Willing ones (19,6%),
  • The Reluctant ones (30,8%) and
  • The Negative ones (17,2%).

The concrete steps leading to a better penetration of the Internet in order to contribute to progress in education, to a better public sphere, to the development of enterprises and to the further development of the Greek economy depend both on the improvement of infrastructures and site contents in conjunction with cost reduction, on the one hand, and, on the other hand, on education and communication in order to cater for two categories of needs: practical needs (cost, procedures, information) and emotional ones (fear, concerns, lack of security, means of protection, highlighting advantages and disadvantages)

The research has been carried out by the Institute for Communication in close cooperation with the General Secretariat for Youth, the Aristotle University of Thessaloniki, the Athens University of Economics and Business, Focus-Bari A.E.E. and MRB Hellas.

For more information about the results, click http://www.wwwhy.gr/results.html