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Compete, Annenberg Track Internet Impact

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[ Technology]

Online market researcher Compete Inc will partner with the USC Annenberg School’s Center for the Digital Future to create studies based on American usage of Internet technology.

Boston-based Compete announced its new partnership with the Annenberg School of Communication at USC. Compete will work with the School’s Center for the Digital Future to develop studies like the 2005 Surveying the Digital Future report.

Among the highlights they listed in the synopsis of the report included a look at political power and the Internet. The Center’s study noted that the number of people who viewed the Internet as a tool for gaining political power had begun to rise, an assessment that would be good news for efforts like Unity08.

“Our joint insights will show how consumers express themselves online, manage their daily lives and influence one another about the decisions they make, the brands they trust and the products they use,” Compete CEO Don McLagan said in a statement.

Compete cited its recent Customer Day 2006 roundtable discussion on marketing as demonstrating the importance of having more information on individual Internet usage. Although consumers spend 35 percent of their time online, according to Compete, only 9 percent of ad dollars are spent on the Internet.

The Center for the Digital Future has been tracking Internet trends for over six years. The project lists four ways its research differs from how other efforts analyze information about Internet users:

•  We look at non-users as well as users.
•  We conduct a panel study tracking the same people year after year watching as their access, behaviors and attitudes evolve.
•  We have partners in more than twenty-five countries tracking the same trends.
•  We track off-line behavior (media use, lifestyle and much more) as well as on-line behavior with the belief that all behavior will change in predictable and unpredictable ways as people move on-line and gain experience.


“Through our strategic partnership with Compete combining a whole range of research methodologies and styles, we will be able to create a unique and comprehensive picture of the ways in which Internet and wireless technologies are transforming all the activities of our lives,” said CDF Director Jeffrey Cole.

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David Utter is a staff writer for WebProNews covering technology and business.

Compete, Annenberg Track Internet Impact
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