Web Audience Measurement (WAM) is an

audience measurement Audience measurement calculates how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic. The term is someti ...

and

website analytics Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and a ...

tool that measures

Internet usage Internet access is a facility or service that provides connectivity for a computer, a computer network, or other network device to the Internet, and for individuals or organizations to access or use applications such as email and the World Wide ...

India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...

. The system, a joint effort of

IMRB International PhDiZone is a market research, survey and business consultancy firm. It is headquartered in Mumbai, India and has operations in over 15 countries. IMRB is a part of the Kantar Group, WPP’s research, insights, and consultancy network. Esta ...

and Internet and Mobile Association of India surveys over 6000 individuals across 8 metropolitan centers in

and tracks a variety of metrics such as time-on-site, exposure, reach and frequency of Internet usage. WAM uses

and is a continuous tracking

panel study A longitudinal study (or longitudinal survey, or panel study) is a research design that involves repeated observations of the same variables (e.g., people) over long periods of time (i.e., uses longitudinal data). It is often a type of observationa ...

that provides cross sectional data on Internet usage segmented by

gender Gender is the range of social, psychological, cultural, and behavioral aspects of being a man (or boy), woman (or girl), or third gender. Although gender often corresponds to sex, a transgender person may identify with a gender other tha ...

, SEC and location. This panel-based approach uses metering technology, design for an Indian context that tracks computers. Web Rating Points factor multiple measures of Internet usage to provide a more comprehensive picture to web advertisers and attempts to standardize

web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for ...

in India. The

market in India is currently fragmented, with

Comscore Comscore, Inc. is an American-based global media measurement and analytics company providing marketing data and analytics to enterprises, advertising agencies, brand marketers, and publishers. History Comscore was founded in July 1999 in Resto ...

and Vizisense being IMRB's key competitors. Several discussions revolve around the difference between the numbers provided by all the competitors in the digital audience measurement space. Therefore, choosing the right measurement partner is imperative for media stakeholders. This creates rifts between users of two different audience measurement tools.

References

{{Reflist Audience measurement Internet radio Web analytics Digital marketing Telecommunications in India Internet in India