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Follow on Google News | Ipsos Release Online Data Panel 2012After 24 years of establishment in the MENA region, Ipsos is again proving its leadership in media research with the launch of Gexplorer.The research conducted across 6,000 individuals in KSA shows that the internet population is 7.7M...
By: Ipsos MENA Two years after the launching of the Online Audience Measurement project, Ipsos has released KSA and Egypt panel data. As a result, Ipsos audience software “Gexplorer” “It took us some time to launch the panel data since the recruitment process was challenging. We needed to achieve a representative sample size in both countries. Also, we were validating the data based on internet penetration by demographics collected from monthly offline studies”. Joud Nawar – Ipsos Media Research Manager In 2012, Ipsos will add UAE, Lebanon, Jordan and Kuwait to its Panel portfolio and also introduce the online planning software by mid-2012. Consequently, media agencies will have a unique online planning system similar to the existing offline Ipsos flagship services. Structural offline studies were the basis of the online audience measurement project. The research conducted across 6,000 individuals in KSA shows that the internet population is 7.7M, of which 65% are male and 35% female. The age group with the highest penetration is 20-24 years old with 19% penetration. Amongst nationalities, Saudis represent 83% of internet users and 17% are Arabs. Interestingly, the same study conducted in Egypt showed that the internet population across urban areas is 5.8M, comprising 61% male vs. 39% female. Here, the highest age group is between 15-19 years old representing 26%. Ipsos Genius Audience software “Gexplorer” Technology is advancing ever faster than before and is continuously empowering the consumer. “There is a great need for publishers to know and improve the way in which they track their audience, understand their competition and create sophisticated sales strategies. Agencies and advertisers should plan their online campaigns based on knowledge and not on intuition, finding target groups efficiently and cost effectively through better media analysis such as duplication elimination” After 24 years of establishment in the MENA region, Ipsos is again proving its leadership in media research with the launch of Gexplorer. End
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