Using behavioural database to determine exactly which categories of sites are being visited

comScore has announced the UK launch of its comScore Segment Metrix analytical tool.

omScore Segment Metrix enables clients to conduct insightful segmentation analyses of the extensive comScore Media Metrix online behaviour 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 behaviour, 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, analyse and report online behaviour by these important (offline) consumer segments.

Bob Ivins, EVP of International Markets, comScore said with comScore Segment Metrix, marketers can define consumer segments behaviourally and then identify where to find them across the web-making media and promotion plans more targeted, efficient and effective.

The first segmentation to be offered is one defined by online behaviour. This approach, called comScore Segment Metrix H/M/L, allows marketers to analyse online activity by heavy, medium and light users of the Internet and of 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 are available and across all 110 comScore defined categories and sub-categories of sites.

By applying comScore Segment Metrix to the comScore Media Metrix online behavioural database, advertisers and marketers can determine exactly which categories of sites are being visited by which segments. Light users spend a disproportionately high percentage of their time online on banking, finance and travel sites, whilst heavy users spend an above average proportion of their time on communication, gaming, and entertainment categories.

According to the company, the average UK Internet user spent 36.2 hours online in July and made 73.2 visits (Persons age 15+. Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs).

"However, when we break this population down to reveal the online behaviour of heavy, medium and light users, we can see that there are significant differences between the segments. Heavy Internet users spent almost three times more time online in July -- 99.4 hours -- and made more than twice as many visits as the national average," shared the company.