See Intent to Purchase

Intent to Purchase is a key metric for analyzing the success of online or offline media spending based on ROI. “It is becoming very important because we constantly have to be able to say if investing in [certain] types of media will drive towards a response,” says an agency researcher in AdAge.

One way to increase intent to purchase is to diversify your media mix---adding print or online to TV for example, according to a study by market researcher Advertiser Perceptions. Their research showed that consumers were more likely to express an intention to buy with multiple media across categories such as consumer electronics, apparel, automobiles, beer and toiletries. 

See Median.

Active Reach (%) is the percentage of all active unique persons, two years of age and older, who visited the site or used the application.

‘Active’ is defined as anyone who used an Internet-enabled computer within the time period.

Source: Nielsen/NetRatings

Online coverage % is defined as the percentage of unique persons falling within a specific demographic target that visited a particular website or used a particular application.

Source: Nielsen/NetRatings

Current Internet Universe is defined as people who are 2+ and had access to (but did not necessarily use) an Internet –enabled computer within the time period.

Source: Nielsen/NetRatings

Composition describes the percentage of a demographic segment that is found within the audience of a particular medium---online, application, magazine, newspaper, radio, TV, etc.

See also Composition Index.

The Composition Index compares the composition of a demographic segment that is found within the audience of particular medium---online, application, magazine, newspaper, radio, TV, etc.---to the composition of that demographic segment within U.S. population.

If the index was less than 100, it would mean that the composition of women 18-34 on the QRS.com website is lower than the composition of women 18-34 in the U.S. population.

See also Composition %.

The average number of purchases by a single buyer within a specified timeframe.

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