Nielsen to Launch Homescan Consumer Panel in China

The Nielsen Company today announced the launch of a Homescan(TM) consumer purchase panel in China. With over 40,000 households, this will be the largest consumer purchasing panel available in China, the world's fastest growing market. The panel's size and design will provide marketers with a far superior capability to measure and understand the purchasing behavior of Chinese consumers.

"The launch of the Homescan panel is a significant expansion of our capabilities in China," said Mitch Barns, President of Nielsen Greater China. "It is also a critical step in our commitment to offer comprehensive and integrated services in China, all focused on the goal of helping our clients grow through better understanding of consumers and markets."

Mr. Barns also noted, "Our ability to integrate the Homescan data with data from Nielsen's other services in China will enable us to provide our clients with a complete and integrated view of retail sales, media activity, and consumer purchase behavior.

In addition, Mr. Barns said, "The launch of a consumer panel in China is a significant investment for The Nielsen Company, and it comes in addition to our other investments in expanding our retail measurement, online media measurement, and several other capabilities in China."

The Homescan panel will cover a geographic footprint similar to Nielsen's Retail and Media Measurement services beginning later this year. The service will provide reads for key cities and provinces, as well as city-tier reporting. In addition to Nielsen's existing Homescan panel in Hong Kong, and in conjunction with the Homescan panel launch in China, Nielsen will also be introducing a Homescan consumer panel in Taiwan to provide full coverage of consumer purchasing behavior for the Greater China region. With the addition of these new Homescan panels for the Greater China region, Homescan will now operate in 28 countries, measuring the purchase behavior of over 300,000 households.

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.

SOURCE The Nielsen Company