A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

L

Landing page
First page arrived at through search.

Last Issue Readership
Estimate of the number of people who claimed to read or look at any issue of a publication during its Last Issue Period (e.g. "yesterday" for a daily, "last week" for a weekly, "last month" for a monthly, etc.). Last Issue Period is also known as Last Publication Period. See AIR and Recent Reading.

Last Issue/Publication Period
See Last Issue Readership.

Latency
Latency and bandwidth are the two factors that influence the speed of Internet connection. Latency refers to the amount of time it takes for data to move across a connection. See Bandwidth.

Late Peak
In TV, a Daypart that is normally defined as running from 20:00 to 23:00

Late Night
In TV, a Daypart that is normally defined as running from 24:30 to 05:59

LCD
Abbreviation of liquid crystal display. This technology is used in many items such as mobile phones, watches and computers and is used to display information on a screen.

Lenticular
A printed image (or poster site) that shows depth or motion as your viewing angle changes.

Lifestyle Research
The investigation of the impact that people's lifestyles have on their attitudes and behaviour.

Lifestyles
Psychographic Groups created with advertisers' needs in mind. Most are based on Cluster Analysis of quantitative Attitude Research.

Link Building
The process of acquiring links to a website from other sites.

Link Intelligence
Assesses which links generate the most traffic

Local Authority Districts
Following the Local Government Reorganisation in the 1990s major changes were implemented to create administrations most appropriate to the needs of the area concerned. The key feature of this change was the introduction of unitary authorities, single-tier administrations with responsibility for all areas of local government.

Log File
A file that is used to record the activity of visitors to a website. Log files enable a Web site owner to identify who visits their site and how they navigate through it.

Longitudinal Analysis
Analysis of two or more sets of data from the same respondents over time. Can therefore only be conducted on samples of people involved in regular research (e.g. panels) or repeated interviews. Is normally restricted to 'continuous reporters' - i.e. those respondents providing information for all periods.