Web Audience Measurement (WAM) is an

audience measurement Audience measurement measures 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 on websites. Some ...

and website analytics tool that measures

Internet usage Internet access is the ability of individuals and organizations to connect to the Internet using computer terminals, computers, and other devices; and to access services such as email and the World Wide Web. Internet access is sold by Internet ...

India India, officially the Republic of India ( Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the ...

. The system, a joint effort of IMRB International 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 short or long periods of time (i.e., uses longitudinal data). It is often a type of o ...

that provides cross sectional data on Internet usage segmented by

gender Gender is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most cultures us ...

, 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, 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 a ...

in India. The

market in India is currently fragmented, with Comscore 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