Acnielsen Ltd., a world
leading market research company, announced yesterday that the
Chinese government has granted its subsidiary Nielsen//NetRatings
approval to conduct Internet tracking research in China.
Nielsen//NetRatings, invested by NetRatings, Nielsen Media Research
and ACNielsen, is the first foreign firm to get such a license to
measure Chinese Internet consumer behavior.
The approval, analysts said, indicated the further opening of
China's market research field.
"This marks a watershed for Nielsen//NetRatings' service in Asia
and at a global level," said Bill Pulver, president of ACNielsen
eRatings.com. "It means we are the only Internet research company
with our finger directly on the pulse of Web trends in the world's
most populous nation."
To
comply with Chinese regulations and localize its services,
Nielsen//NetRatings has formed a partnership with a Beijing company
to develop and test software.
"The Asia-Pacific region is set to become the engine for growth in
global Internet access and usage over the next few years,"
ACNielsen said in a press release. "China will spearhead this
trend, which attracts ACNielsen."
The company said Nielsen//NetRatings tracks in real time the entire
spectrum of Internet user behavior: who is online, where they are
going, what banner ads they're viewing and clicking on and how much
time they spend.
This information, obtained from the randomly selected panels of
home Internet users, will be used by companies choosing sites for
online ads.
Nielsen//NetRatings said it is ready to build an audience
measurement panel in China, and expects to start providing its
services by early next year.
China will become Nielsen//NetRatings' 29th market.
Its major markets include other countries in the Asia-Pacific
region and also in Europe, Latin America, the Middle East and
Africa.
(eastday.com
10/09/2001)