NEWS4 April 2012

Essential Research has Eye on new media tech


UK— Essential Research has launched a tracking study to follow how and why audiences use new media technologies.

The firm will interview 1,000 UK adults aged over 16 each month in a bid to show how content – from video to publishing to social media – is consumed across devices and how different screens are used in tandem (an area attracting plenty of interest both in the UK and US).

Essential said the study, named The Essential Eye, will be available as a quarterly snapshot or annual subscription.

Senior director Stuart Knapman (pictured) said the tracker is “built to help media owners, advertisers and technology providers to separate myth from reality”.