Reston, Va. - ComScore, a provider of Internet audience measurement services, announced on Thursday a new tool that will measure Internet users by their overall time spent online. The move follows rival Nielsen/NetRatings' establishment earlier this month of a system that focuses less on page views. The comScore Segment Metrix H/M/L will segment heavy, medium and light Internet users, with the "heavy" segment defined as the top 20% of consumers, "medium" as the middle 30%, and "light" users in the bottom 50%. During May, Heavy Internet users spent an average of 96 hours online, visiting an average of 176 websites, and viewing 8,468 pages. In contrast, Medium users spent an average of 27.5 hours online during the month, visiting around 79 sites and viewing 2,593 pages, and Light users spent an average of 3.6 hours online, checking out just 14 sites on average and viewing 339 pages. ComScore said the new metrics will help advertisers determine who makes up each category, and website operators find out what types of consumers are visiting their sites.

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