Comscore Releases Overview of European Internet Usage for November 2011
LONDON, UK, 19 January 2012 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of Internet usage in Europe, showing that 379.4 million Europeans went online in November 2011 for an average of 27.8 hours per person. This release highlights Internet usage in 49 European markets aggregated into the European region and provides individual reporting on 18 markets. Amongst its findings, the study also showed that 47.8 percent of Europeans visit Newspaper sites, with a notable percentage of visits to the top 5 Newspaper sites preceded by a visit to Facebook.
Nearly 1 in 2 Europeans Visit Newspaper Sites In November 2011, 181.5 million unique people in Europe visited Newspaper sites, an increase of 9 percent from the previous year. The Daily Mail continued to attract the largest audience at 20.1 million unique visitors, followed by the Guardian at 15.7 million unique visitors. Turkish newspapers Hürriyet and Milliyet and German newspaper Bild rounded out the top five Newspaper properties, with each attracting approximately 10 million unique visitors.
Top Newspaper Sites in Europe by Total Unique Visitors (000) November 2011 Total European Audience, Age 15+, Home and Work Locations Source: Comscore MMX
Total Unique Visitors (000)
Total Internet : Total Audience
379,402
News/Information - Newspapers
181,529
Mail Online
20,068
Guardian.co.uk
15,705
Hurriyet.com.tr
10,429
Bild.de
9,663
Milliyet.com.tr
9,628
ElPais.com
8,472
Elmundo.es Sites
7,849
KP.ru (Komsomolskaya Pravda)
7,233
Telegraph Media Group
6,877
RIA.ru (RIA Novosti)
6,182
An analysis of the sites visited by Europeans prior to visiting the top 5 Newspaper sites shows that Google Sites preceded at least 12 percent of visits to the top 5 Newspaper sites, with a significantly higher percentage seen for the Daily Mail and the Guardian (more than 23 percent of inbound site traffic). At least 10 percent of visits are preceded by a visit to Facebook, second only to Google Sites. (This data includes both direct referrals from Facebook links and visits initiated by direct user navigation following a visit to Facebook.)
Interestingly, the percentage of traffic to these sites preceded by a visit to Facebook has significantly increased in each case, highlighting both Facebook’s growing prominence in the European web landscape and its increasing ability to drive referral traffic. The percentage of inbound site traffic preceded by a Facebook visit was highest at Turkish site Milliyet, where it accounted for nearly a fifth of traffic (18.9 percent). Facebook visitation also preceded a significant percentage of inbound traffic to the Daily Mail and the Guardian, with both sites at approximately 13 percent, while German newspaper site Bild.de saw an even higher share (14.8 percent). Milliyet, the fifth largest European Newspaper site, demonstrated the highest point change in such traffic (9-percentage point increase), followed closely by the Guardian (8-percentage point increase).
Traffic to Top 5 Newspaper Sites in Europe Preceded by Facebook.com November 2011 vs. November 2010 Total European Audience, Age 15+, Home and Work Locations Source: Comscore MMX
Site
Percentage of Incoming Traffic Preceded by A Visit to Facebook.com
Nov-10
Nov-11
Point Change
8.5%
13.1%
4.6
4.6%
12.8%
8.2
6.5%
10.0%
3.5
8.4%
14.8%
6.4
9.9%
18.9%
9.0
Fastest Growing Properties in Europe Google Sites continued to rank as the top European web property in November with 347.3 million unique visitors, reaching 91.5 percent of the total European Internet audience. Meanwhile, Russian social network VKontakte continued to display the highest average engagement amongst the top properties, with European visitors spending 438.9 minutes (7.3 hours) on the site. Amongst the fastest growing properties in Europe from October to November were the home improvement retailer Kingfisher (up 21 percent), followed by French film property AlloCiné Sites (up 19 percent). Social networking site LinkedIn.com and daily deals site Groupon also ranked amongst the fastest growing properties, exhibiting a 6-percent month-on-month increase and a 4-percent increase, respectively.
Top 15 Fastest Growing Properties* in Europe by Total Unique Visitors (000) November 2011 vs. October 2011 Total Europe Audience, Age 15+, Home and Work Locations Source: Comscore MMX
Properties
Oct-11
Percent Change
Total Internet Audience: Age 15+
372,066
373,433
1%
Kingfisher
14,850
18,028
21%
AlloCine Sites
12,743
15,147
19%
Search-Results.com
13,103
15,039
15%
Demand Media
15,320
17,434
14%
The Mozilla Organization
41,625
46,179
11%
LeGuide.com Sites
13,810
15,252
10%
VideoBB.com
14,443
15,748
9%
Sony Online
14,920
16,221
Groupe PPR
24,930
27,003
8%
Babylon.com
17,984
19,061
6%
LinkedIn.com
27,725
29,366
Wikia Sites
16,398
17,305
New York Times Digital
23,818
25,070
5%
Rambler Media
22,565
23,596
Groupon
23,487
24,508
4%
* Amongst the Top 100 online properties
European Internet Usage by Country Below is a snapshot of European internet usage in the 18 reportable markets for which Comscore provides individual reporting. The Russian Internet audience continued to grow and surpass Germany as the largest online market in Europe. The UK continued to show the highest engagement, with users spending an average of 38.2 hours online during the month.
Overview of European Internet Usage by Country Ranked by Total Unique Visitors (000) November 2011 Total Europe Audience, Age 15+, Home and Work Locations Source: Comscore MMX
Average Hours per Visitor
Average Pages per Visitor
World-Wide
1,438,877
24.4
2,353
Europe
27.8
2,982
Russian Federation
52,486
24.5
2,730
Germany
50,856
25.8
2,977
France
42,939
28.6
2,903
United Kingdom
37,477
38.2
3,450
Italy
24,225
18.8
2,027
Turkey
23,302
32.2
3,845
Spain
21,612
27.4
2,401
Poland
18,194
3,208
Netherlands
11,992
34.3
3,398
Sweden
6,231
25.9
2,697
Belgium
6,068
20.8
2,286
Switzerland
4,790
19.0
Austria
4,745
15.1
1,648
Portugal
4,286
21.2
2,186
Denmark
3,682
23.3
2,411
Finland
3,387
26.0
2,591
Norway
3,272
28.9
2,627
Ireland
2,355
21.3
2,071
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.
Ayaan MohamudComscore, Inc. + 44 (0) 203-111-1758worldpress@comscore.com