Hispanic Online Audience Measurement Service Debuts

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Internet audience measurement firm comScore Networks Inc. yesterday announced comScore Media Metrix Hispanic Services, a service tracking Hispanic users' Web surfing and online purchasing behavior.


The service, slated to be available sometime before the end of the year, tracks the online surfing and buying behavior of a panel of 50,000 U.S. Hispanic volunteers and extrapolates, according to comScore, Reston, VA. The company said recruitment for the panel is done in Spanish and English, allowing the service to quantify Hispanics' use of Web sites in both languages.


The service segments Hispanic Internet users into five groups based on language: Spanish only, Spanish preferred, bilingual, English only and English preferred.


ComScore Media Metrix Hispanic Services will offer online advertisers national and local market information, and data for top Hispanic markets including Los Angeles, New York, Miami, Houston and Chicago, the company said in a statement.


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