A new system of auditing the use of the Internet could soon be set up by
the research specialist, the NOP Research Group.
NOP is looking closely at creating a system to measure usage of the Net
through NOP Network, its recently launched division that specialises in
However, NOP’s approach is likely to differ substantially from the Audit
Bureau of Circulations’ plans to launch its own auditing system.
Richard Jameson, NOP’s corporate and financial director, said: ‘We would
almost certainly not do something that would overlap with the ABC. We
would cover complementary areas. We’d go more for the qualitative
element, rather than for auditing numbers.’
At the same time, the research specialist has unveiled the first wave of
a comprehensive syndicated study into the commercial use of the Net.
Among its findings, it has emerged that more than 150,000 British people
have used the Net in the past six months.
The study has also revealed a surprising number of users who shop
through the Net. Of those users who expressed an interest in home
shopping, 9 per cent said they would consider buying holidays, 11 per
cent books, 12 per cent computer software, 9 per cent CDs, 5 per cent
videos and 5 per cent would be interested in buying clothes.
Moreover, three quarters of UK users are satisfied with the Net, and
three out of five find it ‘fun to use’.
NOP Network’s study has established the first Net research panel,
comprising 1,000 users. Its members include IBM, Lloyds Bank, Reader’s
Digest, Carlton TV, BT, Ogilvy and Mather and Ammirati Puris Lintas.
The information provides the basis for an ongoing tracking study
covering every aspect of Net usage.