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Trendstream Launches Global Web Index
In the UK, social media research consultancy Trendstream has launched a bi-annual web usage study to provide a global view of web trends and the impact and growth of social media. Fieldwork will be conducted by Lightspeed Research.
The new Global Web Index has been developed to provide feedback on the importance of the Internet in consumers' lives, and to focus on how social media is being adopted and its scale of usage. Specifically, it will aim to provide insights into what target audiences are doing online.
Lightspeed's fieldwork will initially tap into feedback gathered from 16,000 of its consumer panel members across Europe, the US and Asia Pacific. The first wave of data will be delivered in June.
The study has been launched following research conducted by Sapient Interactive which reveals that 41% of UK marketers cited 'lack of understanding' as the main barrier to investing in social networks.
Explains MD Tom Smith: 'The index fills a knowledge gap in the market by providing advertisers, agencies and marketers with the insight to really understand what their target audience actually do online. This is crucial to quantify the true impact of social media and the consumer driven web.'
The solution has been designed to complement existing online planning tools, to enable all aspects of online usage to be included into integrated marketing campaigns. Data will be available to subscribers through a global insight tool, which allows custom analysis split by demographic, media usage and attitudinal profile data.
By becoming a brand partner, clients will be able to customise the index and compare results against their main competitors, to provide an understanding of how their brand is performing on social media platforms.
London-based Trendstream and Lightspeed are online at www.trendstream.net and www.lightspeedresearch.com .
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