Consumer Search Queries Tracking System Launch

comScore Networks recently announced the launch of comScore Media Metrix qSearch, a breakthrough system to accurately measure consumer usage in the fast-growing online search industry. qSearch is the first information service to track and report consumers' distinct search queries across 25 major search engines and portals.

qSearch is based on the comScore Global Network, which continuously and confidentially captures the complete Internet activity - including search engine queries - of a representative cross-section of more than 1.5 million global Internet users. The comScore database combines industry-endorsed random digit dial (RDD) sampling methodologies with massive population samples across key home, work, university and non-U.S. locations.

Previously, marketers gauged search activity using counts of 'unique visitors' to search engines sites, or data reported by search providers themselves. However, these approaches are an incomplete measure of true search activity - for example, many Internet users visit a portal or search engine without actually performing a search (e.g. some people use a search engine site as their home page). In fact, comScore research revealed that on average, only 64 percent of visitors to portals and search engines conduct a search at that portal in a given month.

Additionally, because search engines and portals employ varying standards in counting searches, qSearch methodology is a more accurate and objective than data provided directly by sites. Since the methodology eliminates confusion resulting from automated searches by "bots" and meta-search engines, as well as double-counting resulting from multiple submissions of the same query, qSearch allows for a more standardized comparison than previously available.

'Search has emerged as the most important source of advertising revenue on the Internet,' said James Lamberti, vice president of comScore Entertainment and Media Solutions. 'By quantifying actual consumer usage of search engines for the first time, comScore qSearch represents a major step forward in helping search providers and marketers further commercialize this multi-billion dollar industry.'

'comScore's syndicated qSearch product provides the first true insight into actual paid search activity,' added Mr. Lamberti. 'Moreover, qSearch technology allows us to offer our clients custom research in this critical and complex space, such as segmentation and click-rate analyses, as well as advertising research and analysis down to the keyword level. We believe that qSearch data will provide the universally accepted metrics that are needed to allow the search market to reach its full potential.'

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

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