Hitwise Boosts UK Demographics Offering

Online competitive intelligence provider Hitwise has expanded its demographic sample to include more than 2 million UK households, allowing better profiling of online audiences using basic demographics and/or lifestyle data.

Basic demographics include details on the gender, age and region of the audience of more than 150,000 UK web sites across 160+ industries. Lifestyle Demographics are offered in partnership with Experian(r) and combine Mosaic(tm) classification with Hitwise online usage information to give detailed customer profiles, including income, lifestyle, financial services behaviour, media consumption and likely political persuasions, for users of more than 70,000 sites. Examples are shown at the bottom of this article show how the audience for a specific site can be analysed and targeted.

Simon Chamberlain, General Manager of Hitwise UK, says the latest innovation means that 'companies both big and small can better understand their online audience as well as that of their competitors, in order to make more informed online media and partnership decisions. With the enhanced insights available from Mosaic UK(tm), businesses can now more effectively inform their online and offline targeting by reference to the most extensive Internet audience segmentation data ever available in the UK'.

According to Rob Haslingden, Head of Marketing for Experian's Business Strategies division, the partnership with Hitwise 'gives clients the opportunity to establish a direct link between customers that have purchased in-store and their online audience, with Mosaic UK(tm) acting as a bridge between the two, and providing a common currency in audience classification'.

Hitwise collects Internet usage information on more than 25 million Internet users and over 500,000 web sites via a combination of ISP data partnerships and opt-in mega panels. Founded in 1997, Hitwise is a privately held company headquartered in Melbourne, Australia and also operates in the UK, US, New Zealand, Hong Kong and Singapore. Its web site is at www.hitwise.co.uk

Examples of Lifestyle Demographics:

Understand the audience profile of a website

Lifestyle data for one of these categories - 'Corporate Chieftains'

Help in identifying those online industries that attract these affluent consumers...