Comscore announced yesterday their new Segment Metrix:
“The first segmentation to be offered is one defined by online behavior. This approach, called comScore Segment Metrix H/M/L, will allow marketers to analyze online activity by heavy, medium and light users of the Internet and of any category 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 the category of sites; 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.”
Definitely a great idea. Now advertisers will be able to figure out where to find the very attractive “heavy” users and target these specific websites. The Comscore Segment Metrix should make media buying a little bit easier.
