Japan Internet Users Spend Most Time on Blogs Worldwide

Blog Audience Grows in Japan as 4 of 5 Internet Users Visited Blog Category in June

FC2 inc, Livedoor Blog and Ameblo.jp Rank as Most-Visited Blog Destinations

Tokyo, Japan, August 24, 2011 – Comscore Japan KK, a wholly owned subsidiary of Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on blog usage in Japan from its Comscore MMX service. The report found that in June 2011 more than 80 percent of the entire online population in Japan visited a blog site, as the number of visitors to the category rose 7 percent from the previous year. FC2 inc. led as the top blog destination with an audience of more than 46.7 million, followed by Livedoor - Blog and Ameblo.jp.

“Blogs play a central role in Japan’s Internet culture,” said Daizo Nishitani, President of Comscore Japan KK. “Blogging has historically been a popular Internet activity, as the opportunity to interact anonymously appealed to many online users. Beyond the wide reach of the blog category in Japan, visitors are also highly engaged on these sites – spending more time on blogs per month than any other country globally.”

Top Global Blog Markets

Global analysis of the Blog category revealed that Japan led all markets in blog engagement, with the average visitor in Japan spending more than an hour (62.6 minutes) visiting blogs in June. South Korea ranked second with an average of 49.6 minutes on blog sites, followed by Poland at 47.7 minutes.

Japan was also among the top markets for Blog category penetration with 80.5 percent of its online population visiting blogs in June. Taiwan ranked highest globally with 85.5 percent of its online population visiting blogs, followed by Brazil (85.2 percent reach), South Korea (84.9 percent reach) and Turkey (81.9 percent reach).

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Majority of Top Blog Sites See Double-Digit Growth in Visitors

More than 59 million Internet users age 15 and older visited a blog site in Japan from a home or work location in June, an increase of 7 percent from the previous year. FC2 inc. led as the top destination in the Blog category reaching 46.7 million visitors, up 16 percent in the past year. Livedoor – Blog ranked as the second largest site with 33.4 million visitors (up 35 percent), while Ameblo.jp drew 32.2 million visitors (up 14 percent). Seesaa (25.5 million visitors) and Yahoo! Blogs (16.2 million visitors) rounded out the top five.

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

About Comscore

Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Contact:
Sarah Radwanick
Director, Regional Product Marketing
Comscore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com