Hitwise Launches Website Demographic Profiles

Hitwise has this week introduced demographic information to its real-time competitive intelligence service. With profiles on over 3,500 UK websites available now, rising to 30,000 by the end of the year, Hitwise aims to offer its clients access to an unparalleled breadth and depth of business critical data.

The arrival of demographic data complements Hitwise's existing measurement of over 8.4 million Internet users in the UK, collected through ISPs. The mega panel has a target of 70,000 individual Internet users by July and 140,000 users by the end of the year.

Demographic profiles including age, gender and geographic location, are based on an opt-in mega panel of users who have agreed to have their Internet usage anonymously monitored in return for free software and tools to aid their online experience. The raw sample of demographic data is weighted to enumeration data supplied by the Office of National Statistics across each individual demographic variable.

According to Simon Chamberlain, General Manager of Hitwise UK, 'This addition to our existing competitive intelligence service means that our current blue chip, corporate and SME clients who use Hitwise to stay ahead of the competition, will be able to see which types of people are using their website, their competitor websites or leading websites within their industry. The ability to search based on these demographics makes it a powerful planning tool to identify potential business opportunities.'

In addition, Hitwise will shortly be launching geo-demographic data in collaboration with Experian's MOSAIC. MOSAIC combines the analysis of demographic lifestyle and geography, and adopts the proven principle that people living in similar 'areas' generally exhibit similar lifestyle and spending tendencies.

For further information, visit www.hitwise.co.uk

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

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