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.