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Tuesday, 30 September 2014

Greenfield makes $30m acquisition

Snaps-up California-based sample supplier, goZing

Online panel owner Greenfield Online has capped off a stellar year with the $30m acquisition of California-based sample supplier Zing Wireless – also known as goZing.

The purchase will add approximately one million extra respondents to Greenfield's double opt-in panel, bringing the total to 4.7 million panellists – an increase of 3 million since the start of 2004.

The additional million respondents includes 245,000 in the UK, France, Canada, Australia and the Netherlands, along with new profile categories including entertainment and video gamers. Nine staff were made redundant as a result of the takeover.

The acquisition was announced alongside Greenfield's fourth quarter and full year financial results.

President and CEO, Dean Wiltse described 2004 as a “record setting year” for the company, which saw net revenue climb 72% on the previous year and gross profits hit $33.3m.

Wiltse said that Greenfield had also made “significant progress” with its acquisition strategy, designed to bolster panel size and increase geographic reach.

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