The system, a joint effort of IMRB International and Internet and Mobile Association of India surveys over 6000 individuals across 8 metropolitan centers in India and tracks a variety of metrics such as time-on-site, exposure, reach and frequency of Internet usage.
[1] WAM uses audience measurement and is a continuous tracking panel study that provides cross sectional data on Internet usage segmented by gender, SEC and location.
[2] This panel-based approach uses metering technology, design for an Indian context that tracks computers.
The web analytics market in India is currently fragmented, with Comscore and Vizisense being IMRB's key competitors.
Several discussions revolve around the difference between the numbers provided by all the competitors in the digital audience measurement space.