Hitwise, the world’s leading online competitive intelligence service, today announced a significant breakthrough in online audience segmentation and targeting with the expansion of its demographic sample to more than 2 million UK households - the largest of its kind ever seen in the UK.
A demographic sample of this size gives UK marketers the opportunity to view the online audience profiles of more websites than ever before.
The online audience can be profiled as follows:
· Basic Demographics - details on the gender, age and region of the audience of more than 150,000 UK websites across 160+ industries.
· Lifestyle Demographics – in partnership with Experian® and by combining Mosaic™, the award-winning UK consumer classification system with Hitwise online usage information, detailed customer profiles are now available on more than 70,000 websites. This new analysis is crucial for marketers looking to better understand the online preferences of UK Internet users by their income, lifestyles, financial services behaviour, media consumption, and even their likely political persuasions.
Simon Chamberlain, General Manager of Hitwise UK, commented, “Hitwise is thrilled to announce the expansion of Hitwise’s demographic sample. This latest innovation means that companies both big and small can better understand their online audience as well as that of their competitors, in order to make more informed online media and partnership decisions. With the enhanced insights available from Mosaic UK™, businesses can now more effectively inform their online and offline targeting by reference to the most extensive Internet audience segmentation data ever available in the UK.”
Rob Haslingden, Head of Marketing for Experian’s Business Strategies division, commented “Our partnership with Hitwise is yet another example of Experian’s commitment to broadening the use of Mosaic across a variety of different media. Mosaic has been discriminating the characteristics of UK consumers for over twenty years and is a well-established metric in most forms of direct response advertising. This new initiative gives clients the opportunity to establish a direct link between customers that have purchased in-store and their online audience with Mosaic UK™ acting as a bridge between the two, and providing a common currency in audience classification.”
Hitwise is the world’s leading provider of online competitive intelligence services. Each day, Hitwise monitors how more than 25 million Internet users interact with over 500,000 websites across 160 industry categories.
By monitoring more people, more websites, more often, Hitwise provides marketers with timely and actionable marketing insights into how their online presence compares to competitive websites. Companies use this information to maximize the return on their online investment in efforts such as affiliate programs, search marketing, online advertising, content development and lead generation.
Hitwise collects Internet usage information via a combination of ISP data partnerships and opt-in mega panels, and complies with local and international privacy legislation as audited by PricewaterhouseCoopers.
Founded in 1997, Hitwise is a privately held company headquartered in Melbourne, Australia and operates in the UK, US, Australia, New Zealand, Hong Kong and Singapore.
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Tel: 020 7378 3619
Experian is a global leader in providing information solutions to organisations and consumers. It helps organisations find, develop and manage profitable customer relationships by providing information, decision-making solutions and processing services. It empowers consumers to understand, manage and protect their personal information and assets. Experian works with more than 40,000 clients across diverse industries, including financial services, telecommunications, healthcare, insurance, retail and catalogue, automotive, manufacturing, leisure, utilities, property, e-commerce and government. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, California. Its 13,000 people support clients in more than 60 countries. Annual sales exceed £1.3 billion.
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