UK Ad Bureau Plans Audience Survey

The UK’s Internet Advertising Bureau is planning its first ever National
Audience Survey, designed to provide online advertisers with regular and
objective facts about user demographics and
behavior.


Twenty-eight Web sites are already involved, said ChannelSeven.com, representing an
estimated 170 million page impressions a month–more than 25 percent of UK
online
advertising traffic.


The survey will be based on data gathered from Fletcher Research’s new UK
Internet User Monitor using a mixture of telephone research and online
polling. The survey was developed by Pro Active, a specialist market
research house based
in the Netherlands. It will report twice yearly on the state of Web usage in
the UK, Internet user demographics, and user attitudes towards e-commerce and
online advertising.


More details are available here.

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