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>
by
|
08/17/2001
A debate has erupted between rival internet measurement companies,
with Red Sheriff claiming that Nielsen NetRatings' and NetValue's
research is flawed because they only measure home web usage, and fail to
take into account users who access the web at work.
Alex Ward, Red Sheriff Southeast Asia research director, said this would
skew the figures in favour of some sites. For instance, home users have
a higher propensity to log on to entertainment sites, whereas people at
work tend to access more news, information and finance sites.
However, NetValue has responded to Red Sheriff's attack by announcing
that it plans to launch a new research service measuring web usage from
workplaces and schools.
The new service, NetScore, will be a joint initiative between NetValue
and US-based comScore Networks, which is already measuring internet
usage at work in the US.
Scheduled for launch in January, the new service will track work usage
among a sample of working people, representative of the broader
population.
Soizick Porte, NetValue vice-president of operations, said: "ComScore
has 10,000 panelists across Asia so we'll be increasing the size of the
panels on a market basis."
She said web measurement companies have been slow to provide data on
work internet usage because it is difficult to recruit panelists, as
employers generally "don't want others to know what their employees are
doing".
NetValue will be ensuring that the panel is large enough to segment the
data and provide valuable information on niche markets.
Hugh Bloch, managing director of AC Nielsen eRatings.com, said the
company plans to launch panels in South Africa and three European
countries before Christmas. However, there are no immediate plans to
launch work panels in other Asian countries as it is too costly and
people are unwilling to be monitored at work, he said.
Ward added that Red Sheriff uses a browser-based measuring system to
monitor users from anywhere. The data collected includes time, length of
visit and visitor identification, necessary to determine the number of
unique visitors.
