Internet audience measurement service Nielsen/Netratings has released
its findings for the first full month of March, based on what it claims to
be the largest panel in Australia.
AC Nielsen’s online measurement arm eRatings.com, a joint venture
between the market research firm and Internet audience measurement
technology and analysis company NetRatings, has drawn from its panel of
7,650 users that men account for 55 per cent of its audience profile in
Australia, compared to a fairly equal split in the US. According to the
survey, men also spend an average of almost nine hours per month surfing
the Web, while women spend just under seven hours.
Other findings indicate that MSN, Yahoo! and Passport are the most
popular sites by domain in Australia. The report shows that global Internet
domains feature prominently in international surfing activity, with MSN
being the top Web site by domain in the UK, New Zealand and Australia, and
is second to Yahoo! in Singapore and Ireland.
“In Australia, MSN, through its local alliance with ninemsn, and Yahoo!,
have risen to the top by carefully developing relationships with local
content providers, then adding their value-added applications such as free
e-mail, online communities and searching capabilities to provide a
well-rounded local package,” said AC Nielsen eRatings.com marketing and
sales director Mark Henning.
The data released this week is based on information derived from
tracking the activity of the panel of Internet users across Australia
during March as they surfed the Web, moved within sites and were exposed to
a variety of advertising banners.
Since the ratings service was launched five months ago, ACNielsen
eRatings reports it has formed a global panel of 95,000 users and signed 55
global clients. The research and reporting service provides summary
information relating to overall Internet use, including sites most visited
and leading advertisers.
Henning said the service provided valuable information which is then
sold to subscribers including emitch, Macquarie Bank, Yahoo! Australia and
New Zealand, Zivo and Turner International.
“The comprehansive analysis available through Nielsen/NetRatings will
enable site publishers, advertisers and agencies to track audience
exposure, to Internet ads, target specific demographic groups, do extensive
campaign analysis and analyse competitors’ advertising and campaigns,” said
Henning.
The panel is selected by a random digit dial technology, but the firm
has so far been reluctant to release the exact demographics of these users.
