comScore Launches Tool to Refine Web Metrics

comScore has developed a new tool which segments Internet users by their overall time online and allows marketers to track, analyse and report Internet activity by their most important consumer groups.

The comScore Segment Metric tool will integrate behaviorally defined segments, geo-demographic segments and proprietary, client defined segments with the comScore online panel. The firm says its system has been designed to measure and compare online activity for 'heavy, medium and light' Internet users to help advertisers avoid targeting a minority of heavy online users and missing less active surfers.

comScore has defined the heavy group as the top 20% of consumers based on time spent online in a category of sites; the medium group is defined as the middle 30%, and the light users will represent the remaining 50% of users across 110 site categories and subcategories.

In May the firm reported that heavy Internet users visited an average of 176 web sites, where they spent an average of 96 hours and viewed 8,468 pages, while those in the light-use category viewed an average of 14 sites and spent three hours looking at 330 pages.

Lynn Bolger, VP, Advertising & Sales Insights at Yahoo! commented: 'Medium and light Internet users can be just as important to advertisers as heavy Internet users. Knowing where to find these less active consumers will help our advertising customers build incremental reach more cost-effectively.'

Bob Ivins, comScore Executive Vice President responded: 'comScore Segment Metrix enables segmentation on a broad scale, offering marketers the ability to analyse online trends by key consumer segments and from several different perspectives for themselves and their competition.'

comScore provides digital consumer behaviour and attitude information based on a global cross-section of more than 2 million consumers. The firm is online at www.comscore.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• comScore, Inc.
• All news
• MrWeb info