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NZ'ers Strong Appetite For Free local ISPs

Nielsen//NetRatings April Data Reveal New Zealanders’ Strong Appetite For Free local ISPs

AUCKLAND, 29 May 2000: The debut of two “free” ISPs into the New Zealand Internet market have had an immediate impact on local rankings, according to the latest Internet measurement research from Nielsen//NetRatings.

April saw i4free.co.nz and Clear’s Zfree.co.nz introduce new “free” services into the competitive ISP market, and saw both domains break into the top twenty for Nielsen//NetRatings unique audience rankings. Zfree.co.nz and i4free.co.nz ranked 12th and 13th respectively in the list of New Zealand domains, and 38th and 39th of all domains.

The massive surge in free ISP traffic (the two free services did not appear in March data) was not achieved at the expense of traffic to existing local pay ISPs, which maintained or grew their unique audiences.

“This trend is about growing the ISP pie rather than reslicing it,” said Brian Milnes, managing director, ACNielsen eRatings.com Australasia.

“The growth in free ISPs may have impacted on some ISPs, but the audience gains for Zfree and i4free did not seem to reduce traffic to existing pay ISPs.

“For instance, iHug’s audience figures increased by 4% from March to April.

“This suggests subscribers to free ISP services are maintaining their current ISP, as well as assessing the new “free” product offerings.”
Table 1.

Top Seven Local ISPs by Domain, April 2000
Domain* Unique Audience*
xtra.co.nz 215,336
xtrasite.co.nz 122,994
ihug.co.nz 78,787
clear.net.nz 44,325
paradise.net.nz 43,606
zfree.co.nz 35,850
i4free.co.nz 34,080
Source: Nielsen//NetRatings - New Zealand at-home panel April 2000

Nielsen//NetRatings tracks the entire spectrum of Internet user behaviour. It combines ACNielsen's global reach and gold standard research methodology with NetRatings superior technology to deliver Internet usage information and analytical services in context with other media measurement.

Plans call for the Nielsen//NetRatings service to measure the activity of more than 90 per cent of the world’s Internet users by the end of 2001. The Nielsen//NetRatings service is currently established and reporting audience information in New Zealand, Australia, the U.S., Singapore, Japan, UK, France, and Ireland.

ACNielsen eRatings.com is a venture between ACNielsen and NetRatings.

ACNielsen is the global leader in delivering market research, information and analysis to the consumer products and services industries, and NetRatings is the leading provider of Internet audience measurement technology and analysis. Through the Nielsen//NetRatings service, ACNielsen eRatings.com is creating the first global service for tracking audiences, advertising and user activity on the Internet in more than 30 countries worldwide.

# # #

Note for editors:

* A Domain is a group of web sites that end in the same domain name plus “.co.nz” or “.com”. This includes all the Web pages that are under that domain, and is often related to brand. For example, xtra.co.nz

* Unique Audience is the number of distinctive people that have visited a particular site/domain/property at least once in the given time period. E.g. yahoo.com had 181,609 unique users visit their site for the month of March.

For more information, please visit www.nielsen-netratings.com.

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