SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC.
Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product called Total Home Panel.
“We’re moving the measurement from the machine out to the router,” chief research officer Josh Chasin tells Beet.TV in this video interview.
“You put a router meter in a household, and now you can measure, from the same household, all the computers, all the phones, all the tablets, but also all the watches, all the smart watches, all the OTT devices.”
The move will give comScore much better insight in to how households really use the modern internet – at least, at home.
Chasin says it means, one day, comScore will probably report on usage of connected thermostats, Sonos music speakers and more.
Because not all TV is online yet, comScore, which recently merged with TV measuring agency Rentrak, plans to put a TV monitoring meter in half of Total Home Panel households, giving it a deeper viewer in to broad media consumption.
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.