MEDIA-I: NetValue defends data with service launch

<p>A debate has erupted between rival internet measurement companies, </p><p>with Red Sheriff claiming that Nielsen NetRatings' and NetValue's </p><p>research is flawed because they only measure home web usage, and fail to </p><p>take into account users who access the web at work. </p><p><BR><BR> </p><p>Alex Ward, Red Sheriff Southeast Asia research director, said this would </p><p>skew the figures in favour of some sites. For instance, home users have </p><p>a higher propensity to log on to entertainment sites, whereas people at </p><p>work tend to access more news, information and finance sites. </p><p><BR><BR> </p><p>However, NetValue has responded to Red Sheriff's attack by announcing </p><p>that it plans to launch a new research service measuring web usage from </p><p>workplaces and schools. </p><p><BR><BR> </p><p>The new service, NetScore, will be a joint initiative between NetValue </p><p>and US-based comScore Networks, which is already measuring internet </p><p>usage at work in the US. </p><p><BR><BR> </p><p>Scheduled for launch in January, the new service will track work usage </p><p>among a sample of working people, representative of the broader </p><p>population. </p><p><BR><BR> </p><p>Soizick Porte, NetValue vice-president of operations, said: "ComScore </p><p>has 10,000 panelists across Asia so we'll be increasing the size of the </p><p>panels on a market basis." </p><p><BR><BR> </p><p>She said web measurement companies have been slow to provide data on </p><p>work internet usage because it is difficult to recruit panelists, as </p><p>employers generally "don't want others to know what their employees are </p><p>doing". </p><p><BR><BR> </p><p>NetValue will be ensuring that the panel is large enough to segment the </p><p>data and provide valuable information on niche markets. </p><p><BR><BR> </p><p>Hugh Bloch, managing director of AC Nielsen eRatings.com, said the </p><p>company plans to launch panels in South Africa and three European </p><p>countries before Christmas. However, there are no immediate plans to </p><p>launch work panels in other Asian countries as it is too costly and </p><p>people are unwilling to be monitored at work, he said. </p><p><BR><BR> </p><p>Ward added that Red Sheriff uses a browser-based measuring system to </p><p>monitor users from anywhere. The data collected includes time, length of </p><p>visit and visitor identification, necessary to determine the number of </p><p>unique visitors. </p><p><BR><BR> </p>