Press Releases

June 4, 2007

comScore Releases First Comprehensive Review of Pan-European Online Activity

Google most popular property in 13 of 16 countries tracked by comScore

U.K. and Swedish Web users spend more time online than U.S. counterparts

U.K. most active Internet users in Europe

LONDON, U.K., June 4, 2007 – comScore, a leader in measuring the digital world, today released the first comprehensive review of European Internet activity. The comScore World Metrix study reveals that on an average day in April 2007, there were 122 million Europeans age 15 or older online, versus 114 million in the U.S. The average European accessed the Internet from either a home or a work computer an average of 16.5 days in the month and spent a total of 24 hours viewing 2,662 Web pages.

The comScore study compares activity across the 16 countries where comScore tracks Internet usage with panel-based measurement and highlights the differences in Internet development by country. This harmonized view of European online visitation reveals the following:

  • The Netherlands and Scandinavian countries have the highest percentage of their populations using the Internet, ranging from 68 percent to 83 percent.
  • Germany has the largest online population: 32.6 million people age 15 and older.
  • The U.K. has the most active online population, with the highest average number of daily visitors (21.8 million), the highest usage days per month (21 per user), and the highest average time spent per month per user (34.4 hours).
  • European users average 16.5 usage days per month. Countries that have usage days below the European average are Russia (11.4 average usage days), Austria (12.0), Italy (12.9), Ireland (13.0), Portugal (13.4), Norway (14.7), Denmark (14.7), Switzerland (15.1), Belgium (15.5) and Finland (16.4).
  • The average Swedish user views 4,019 pages per month and views more pages than any other country – 51 percent above the European average of 2,662 pages per month.

“This marks the first time we have released this detailed of a portrait of Internet usage across the 16 countries, making these comparisons truly revealing,” commented Bob Ivins, managing director of comScore Europe. “Such comparisons are only possible due to the consistency of our panel-based methodology country-to-country.”

The study also revealed that Google is the most popular property in 13 of the 1p6 countries, followed by Microsoft in most countries. Yahoo! remains the 3rd most popular property across Europe, despite making the top 3 list in only three countries – Ireland, Italy and Spain.

Pan-European and US Breakdown of Online Audiences, age 15+*
April 2007
Home and Work Locations
Source: comScore World Metrix
  Internet Penetration** Monthly Unique Users (000) Average Daily Users (000) Average Usage Days per User per Month Average Monthly Hours per User Average Monthly Pages per User Top 3 Properties Based on Monthly Unique Visitors
1 2 3
Europe 40% 221,463 121,774 16.5 24.1 2,662 Google Microsoft Yahoo!
                   
Austria 53% 3,721 1,485 12 16.3 1,906 Google Microsoft eBay
Belgium 54% 4,728 2,447 15.5 20.6 2,399 Google Microsoft Belgacom Group
Denmark 68% 3,045 1,493 14.7 22 3,058 Google Microsoft Lycos Europe Sites
Finland 65% 2,818 1,544 16.4 29.7 3,749 Google Microsoft SanomaWSOY
France 51% 25,388 14,531 17.2 26.1 2,768 Google Microsoft France Telecom
Germany 46% 32,578 18,359 16.9 22.6 2,807 Google Microsoft eBay
Ireland 42% 1,365 591 13 18.9 1,871 Google Microsoft Yahoo!
Italy 36% 18,086 7,783 12.9 17.7 1,862 Google Microsoft Yahoo!
Netherlands 83% 11,292 7,350 19.5 27 3,131 Google Microsoft SanomaWSOY
Norway 70% 2,620 1,288 14.7 27.4 3,080 Microsoft Google Aftonbladet Hierta
Portugal 44% 3,882 1,731 13.4 23.3 2,454 Google Microsoft Portugal Telecom
Russia 11% 13,255 5,048 11.4 13.3 1,695 YANDEX.RU MAIL.RU Rambler Media
Spain 39% 13,628 8,828 19.4 30.6 2,675 Google Microsoft Yahoo!
Sweden 70% 5,259 2,895 16.5 31.7 4,019 Microsoft Google Aftonbladet Hierta
Switzerland 58% 3,666 1,846 15.1 22.7 2,676 Google Microsoft Swisscom
U.K. 62% 31,150 21,767 21 34.4 3,440 Google Microsoft eBay
                   
U.S. 66% 156,697 114,472 21.9 31.4 2,826 Yahoo! Time Warner Network Google

*Excludes Traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
**Estimated Users age 15+ active within 30 days from Home or Work computer as a percentage of total country population age 15+.

About comScore
 comScore, Inc. 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 behaviour, 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 behaviour 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. For more information, please visit www.comscore.com.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

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