European Internet Audience Surpasses 226 Million Unique Visitors
Nordic Internet Audiences Most Active in Region
LONDON, U.K., NOVEMBER 7, 2007 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study into the online habits of European Internet audiences, based on data collected through the Comscore World Metrix audience measurement service.
Internet Usage in Russia Jumps 23 Percent during Past Year
The European region recorded its largest ever Internet audience in September with a 5-percent year over year growth, reaching 226.7 million unique visitors age 15 or older. Russia had the fastest growing online audience this period, increasing 23 percent to 14.6 million unique visitors, followed by Spain, which grew 18 percent to 14.5 million unique visitors, and Ireland, which grew 16 percent to 1.5 million.
Fastest Growing European Internet Audiences*September 2007 vs. September 2006Total European Unique Visitors (000)Age 15+, Home & Work Locations**Source: Comscore World Metrix
Country
Total Unique Visitors (000)
Sep 2006
Sep 2007
% Change
Total European Internet Audience
216,197
226,712
5%
Russia
11,944
14,633
23%
Spain
12,281
14,490
18%
Ireland
1,258
1,453
16%
France
23,980
27,260
14%
Belgium
4,436
4,924
11%
Switzerland
3,490
3,860
Denmark
2,926
3,208
10%
Sweden
5,050
5,482
9%
United Kingdom
29,589
32,179
Austria
3,538
3,834
8%
Finland
2,706
2,889
7%
Norway
2,521
2,698
Germany
32,085
33,174
3%
Netherlands
10,825
11,109
Italy
17,389
17,638
1%
Portugal
3,801
3,785
0%
* Rankings based on the 16 individually reportable European countries in Comscore World Metrix. Total European Internet audience figures are comprehensive and include visitation from countries that are not individually reportable.** Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
The country with the largest online audience was Germany with 33.2 million unique visitors, followed closely by the U.K. with 32.2 million. Together, they represented 29 percent of the total European online audience. Europe’s third largest online country, France, was also its fourth fastest growing, having enjoyed a 14-percent gain and reaching 27.3 million unique visitors in September.
Netherlands Has Highest Internet Penetration in Europe
Internet adoption was highest in the Netherlands, where 82 percent of the country’s population age 15 or older was online in September. After the Netherlands, adoption rates were highest in the Nordic region, where the Internet was accessed by 73 percent of the total population of Sweden, 72 percent of Denmark and Norway, and 66 percent of the Finnish population.
European Internet UsageSeptember 2007Total European Unique Visitors (000)*Age 15+, Home & Work Locations**Source: Comscore World Metrix
% of Population
Age 15+ Online***
Average Hours per Visitor
Average Pages per Visitor
37%
24.3
2,609
82%
26.3
3,051
73%
30.1
3,844
72%
20.2
2,827
25.0
2,913
66%
24.7
3,266
61%
22.0
2,439
60%
33.0
3,252
57%
19.8
2,289
55%
16.7
1,997
53%
23.5
2,433
47%
24.6
2,866
45%
17.5
1,702
43%
22.6
2,336
42%
28.5
2,389
35%
21.1
2,046
12%
13.7
1,742
* Rankings based on the 16 individually reportable European countries in Comscore World Metrix. Total European Internet audience figures are comprehensive and include visitation from countries that are not individually reportable.** Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.*** Geographic population breakdowns supplied by U.S. Census Bureau, 2007
The Nordic region also produced some of the most active online audiences in all of Europe. On average, Internet users in Sweden viewed more pages than any other European country - 3,844 pages per visitor. The country also spent the second longest average period of time on the Internet in September at 30.1 hours per visitor. Finland’s online audience viewed the second most number of pages, averaging 3,266 pages per visitor.
The U.K. Internet audience spent the most time online at an average of 33.0 hours for the month. It also viewed the highest number of pages outside of the Nordic region, averaging 3,252 pages per visitor per month, slightly ahead of the Netherlands with 3,051.
“Many countries in Europe are still demonstrating robust growth in Internet usage,” said Bob Ivins, Comscore EVP of International Markets. “And given the relatively low Internet penetration in several major European countries, there is plenty of upside in the European market. Russia, with only 12 percent of its population online, appears poised for substantial growth.”
About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given Comscore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. Comscore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, Comscore measures what matters across a broad spectrum of behavior and attitudes. Comscore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. Comscore services are used by more than 800 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit www.comscore.com
Ayaan MohamudComscore, Inc.+ 44 (0) 207-099-1775worldpress@comscore.com