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comScore Profiles Users' Hardware and Software
Online measurement firm comScore, which is due to announce quarterly results later today, has launched Tech Metrix, its 'first foray into non-Web based measurement'. The service provides a detailed view of Internet users' individual technology profiles, including hardware and software usage.
Hardware and system info collected includes system manufacturer, processor name/type, operating system, service pack, CPU, RAM, hard drive size, CD rom or DVD drive, screen resolution, video and sound cards; software tracking includes installed programs and version number, interactive duration, default browser and browser settings, number and size of data files, and multimedia file types.
Suggested benefits for clients include the tailoring of product developments to customers' most common computer configuration settings, understanding of trends in adoption rates among various market segments, and assessments of customer loyalty, market share and competitive threats.
Among the initial results released, Tech Metrix shows noticeable gains since the beginning of the year in the average hard drive capacity on US computers (39% now have at least 70 GB of hard drive space, from 33% in January, and 53% have less than 50GB, from 59% in January).
Tech Metrix also reports on the different file types residing on computers, with some interesting findings. In April, a typical US computer contained 880 mp3 files, filling an average of 3 GB of hard drive space; and 197 Microsoft Word (.doc) documents, 100 PDF files, 77 Microsoft Excel (.xls) files, and 36 Windows Media (.wmv) files.
The service can also be used to create user segments based on technology profiles and then analyze their online behavior. Initial published results show site visiting behaviour for heavy mp3 users and heavy Word users.
comScore Executive VP Linda Boland Abraham says the data, 'when combined with Web behavior profiles... will help marketers develop a granular perspective of the machine configuration and behavior of key customer segments, along with how and where to reach them on the Web.'
comScore is online at www.comscore.com.
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