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.
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).
Site | Percentage of Incoming Traffic Preceded by A Visit to Facebook.com | ||
Nov-10 | Nov-11 | Point Change | |
Mail Online | 8.5% | 13.1% | 4.6 |
Guardian.co.uk | 4.6% | 12.8% | 8.2 |
Hurriyet.com.tr | 6.5% | 10.0% | 3.5 |
Bild.de | 8.4% | 14.8% | 6.4 |
Milliyet.com.tr | 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.
Properties | Total Unique Visitors (000) | ||
Oct-11 | Nov-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 | 9% |
Groupe PPR | 24,930 | 27,003 | 8% |
Babylon.com | 17,984 | 19,061 | 6% |
LinkedIn.com | 27,725 | 29,366 | 6% |
Wikia Sites | 16,398 | 17,305 | 6% |
New York Times Digital | 23,818 | 25,070 | 5% |
Rambler Media | 22,565 | 23,596 | 5% |
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.
Total Unique Visitors (000) | Average Hours per Visitor | Average Pages per Visitor | |
World-Wide | 1,438,877 | 24.4 | 2,353 |
Europe | 379,402 | 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 | 27.4 | 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 | 2,027 |
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
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