• June 11, 2008

ComScore has launched a new measurement tool that lets media planners break down online and offline audiences according to 70 different lifestyles, based on several demographic variables.

Developed in partnership with marketing analytics firm Acxiom Corporation, comScore Segment Metrix aims to help marketers target specific groups of consumers by factors such as income, age, marital status and where they live.

Among the terms used to describe different types of consumer "life stages" are "Trailers & Truckers," "Apple Pie Families," "College Crowd," and "Young Workboots."

"Trucks & Trailers," for instance, represents people ages 30-45, either married or single with no children, who either own or rent, have annual household incomes of less than $100,000, and live in rural areas.

Marketers seeking to target that group could then figure out which sites have the highest concentration of visitors from the "Trucks and Trailers" segment.

--Mark Walsh