comScore's new metrix will profile tech preferences

In the race to profile and target users better, comScore has rolled out a new metrix system that tracks users´ technology and software preferences. By providing a detailed view of hardware, software and usage, comScore hopes to better prepare advertisers for targeting users.

by Kristina Knight

Linda Boland Abraham, executive vice president at comScore said, “This service will enable product developers and marketers to better tailor offerings to their core constituencies by understanding the technical underpinnings of their customers’ computer usage."

For hardware tracking, the metrix will list the system manufacturer, processor name and type, the operating system, service pack, CPU, RAM and hardware size. It will also list whether users have a CD-ROM or DVD drive, along with screen resolution, video and sound cards. For software tracking, the metrix will list what programs users have and the version numbers, how long they are using interactive features, default browser and the number of multimedia file types are offered.

In the US, hard drive space has grown substantially in the last three months with nearly 40% of users having at least 70 GB of hard drive space available. Users with 50 GB or less decreased to just over 50% of users.

With their increased hard drive space, most users are downloading multimedia files. comScore is reporting that on average US consumers are putting at least 3 GB of MP3 files on their hard drives.