Press Release

New comScore Segment Metrix Enables Powerful Segmentation of Online Audiences

LONDON, UK, SEPTEMBER 25, 2007 – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today announced the launch in France of its ground-breaking comScore Segment Metrix analytical tool.

comScore Segment Metrix enables clients to conduct insightful segmentation analyses of the extensive comScore Media Metrix online behavior database using a wide variety of consumer segmentation schemes. The product provides the flexibility to integrate three different types of segmentation schemes with the Media Metrix data — segments based on the observed online behavior, proprietary segmentation schemes clients currently use, and segmentation approaches from third party analytical consultants.

The key benefits of comScore Segment Metrix include:

  • Media owners are able to determine if they are getting their fair share of heavy users compared to other properties in their sector
  • Agencies and advertisers can attain better insight into how to reach important target customers
  • Advertisers can now integrate their offline marketing segmentation schemes with comScore’s online panel, allowing them to track, analyze and report online behavior by these important (offline) consumer segments

“Consumer segmentation is not new - it is an important part of marketing, and over the years comScore has conducted a great deal of custom segmentation work,” said Bob Ivins, EVP of International Markets at comScore. “With comScore Segment Metrix, marketers can define consumers behaviorally and then identify where to find them across the web — making media and promotion plans more targeted, efficient and effective.”
Heavy Internet Users Visit More Sites and Consume a Disproportionate Share of Pages

The first segmentation to be offered is one defined by online behavior. This approach, called comScore Segment Metrix H/M/L, allows marketers to analyze online activity by heavy, medium and light users of the Internet and by any specific categories of sites reported by comScore. The Heavy segment group will be defined as the top 20 percent of consumers, based on time spent online at specific site categories; the Medium group will be defined as the middle 30 percent; and the Light users are the lightest 50 percent. H/M/L user segments will be available in all 32 countries where comScore syndicated data is available and across all 110 comScore defined categories and sub-categories of sites.

Total French Heavy, Medium and Light Internet Users
July 2007
Total France – Home & Work Locations*
Source: comScore Segment Metrix
User Segment Total Unique Users (000) Average Hours per User Average Pages per User Average Visits per User
All 26,485 25.0 2,714 60.1
Heavy Users 5,110 73.3 7,558 133.0
Medium Users 8,055 25.7 2,923 70.9
Light Users 13,321 6.1 729 25.6

* Users age 15+. Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs
The average French Internet user spent 25.0 hours online in July and made 60.1 site visits. However, when we break this population down to reveal the consumption habits of heavy, medium and light users, we can see that there are significant differentials between the segments. Heavy Internet users spent almost three times more time online in July – 73.3 hours – and made more than twice as many site visits as the national average.
“By definition, heavy Internet users consume a disproportionately high share of content. The H/M/L segmentation gives our clients the ability to understand the behavior of one segment versus the others and to determine if they are getting their fair share of heavy, medium or even light Internet or category-specific users,” commented Mr. Ivins. “There are also stark and important differences across these groups, which represent critical knowledge for advertisers with specific reach and frequency objectives.”

comScore Segment Metrix can provide further insight into the online behavioral differences between the segments. For instance, we see substantial differences in the types of sites that heavy internet users visit compared to those the light users visit. Light users are more likely to be found using finance, reference, and travel sites, whilst heavy users spend an above average proportion of their time on conversational media, gaming, and entertainment categories. This insight would be useful to a media planner who is trying to efficiently extend the reach of a media plan. By advertising on the sites that appeal to light internet users, they can more efficiently build reach than by buying ads on sites that would build frequency among heavier users.

High Index Site Categories for Light Internet Users*
July 2007
Total France – Home & Work Locations**
Source: comScore Segment Metrix
Site Category % of Total Duration Indexed to Internet Average
Light Heavy
Banking 266 51
Directories 260 57
Personal Finance 245 55
Maps 240 48
Reference 206 67
Travel 203 63
Telecommunications 199 66
News/Information 165 60

*Among categories where >1% of total online minutes were spent
** Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs
 

High Index Site Categories for Heavy Internet Users*
July 2007
Total France – Home & Work Locations**
Source: comScore Segment Metrix
Site Category % of Total Duration Indexed to Internet Average
Heavy Light
Social Networking 132 31
Blogs 126 41
Discussion/Chat 124 38
Personals 120 34
Instant Messengers 117 49
Games 115 60
Gambling 113 64
Multimedia 110 61

*Among categories where >1% of total online minutes were spent
** Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs

comScore Segment Metrix offers H/M/L segmentation data for 113 site categories and sub-categories including Business/Finance (with 7 sub-categories), Career Development (4), Community (7), Directories/Resources (7), Education (2), Entertainment (9), Gambling (3), Games (3), Government, Health (3), Hobbies (4), ISP, News/Information (4), Portals, Real Estate, Regional/Local, Retail (21), Search/Navigation, Services (11), Sports, Technology (2), Telecommunications, and Travel (8).

Additional segmentation approaches, including customer defined segmentation and third-party segmentation schemes will be announced in the near future.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit www.comscore.com

Ayaan Mohamud
comScore, Inc.
+ 44 (0) 207-099-1775
worldpress@comscore.com



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