Press Releases

June 1, 2011

comScore Releases European Engagement and Top Web Properties Rankings for April 2011

European Online Travel Industry Shows 11 Percent Growth in the Past Year
LONDON, UK, June 1, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of internet usage in Europe, showing 365.3 million unique visitors went online in April 2011 for an average of 24.2 hours per person. This study draws its analysis from comScore’s research panel, which shows internet usage in 49 European markets aggregated under the European region and provides individual reports on 18 markets. Among the 18 markets, the Netherlands showed the highest average engagement at 31.3 hours per person, 30 percent higher than the collective European average.

Overview of European Internet Usage by Country
 Ranked by Total Unique Visitors (000)
 April 2011
 Total Europe Audience, Age 15+, Home and Work Locations
 Source: comScore Media Metrix
Location Total Unique Visitors (000) Average Hours per Visitor Average Pages per Visitor
World-Wide 1,362,369 21.9 1,963
Europe 365,274 24.2 2,462
Germany 49,860 21.7 2,389
Russian Federation 47,853 22.3 2,355
France 42,300 24.9 2,364
United Kingdom 36,451 29.8 2,697
Italy 23,087 16.6 1,584
Turkey 22,834 29.3 3,121
Spain 21,384 23.8 2,177
Poland 18,193 24.2 2,743
Netherlands 11,958 31.3 3,105
Sweden 6,150 22.3 2,141
Belgium 5,924 18.1 1,844
Austria 4,665 12.5 1,336
Switzerland 4,656 17.5 1,713
Portugal 4,122 19.9 1,872
Denmark 3,644 18.4 1,903
Finland 3,342 23.8 2,167
Norway 3,219 23.0 1,858
Ireland 2,064 19.0 1,700

Top Web Properties in Europe
 Google Sites ranked as the top European web property in April, attracting 329.8 million unique visitors and reaching 90.3 percent of the total European Internet audience. Microsoft Sites ranked second with 269.3 million visitors (73.7 percent reach), followed by Facebook.com in third place with 236.9 million visitors (64.9 percent reach). Among the top properties for April, the biggest gains were seen by VEVO (up 3 percent) and Facebook.com (up 1 percent).

Social networks continued to drive engagement among Europeans, with Russian social network VKontakte exhibiting the highest average engagement among the top 30 properties. In April, visitors spent an average of 494.9 minutes or 8.2 hours on the site, representing a significant 22 percent increase from the previous month. Russian Mail.ru Group ranked second at 293.9 minutes or 4.9 hours, followed by Facebook.com with an average of 283.6 minutes or 4.7 hours.

Despite VKontakte’s lead in engagement, Facebook.com continued to account for the highest number of page views for April with 115.5 billion page views (up 5 percent), representing 12.8 percent of all pages viewed that month.

Top 30 Properties in Europe by Total Unique Visitors (000)
 April 2011
 Total Europe Audience, Age 15+, Home and Work Locations
 Source: comScore Media Metrix
Properties Total Unique Visitors (000) Total Pages Viewed (MM) Average Minutes per Visitor
Total Internet : Total Audience 365,274 899,385 1,450.1
Google Sites 329,765 87,594 170.9
Microsoft Sites 269,278 24,291 177.7
Facebook.com 236,935 115,543 283.6
Wikimedia Foundation Sites 149,211 2,046 11.8
Yahoo! Sites 137,792 8,515 67.4
eBay 103,232 12,798 55.7
Amazon Sites 88,237 2,382 14.6
VEVO 70,930 664 11.3
Mail.ru Group 69,072 29,566 293.9
Apple Inc. 64,552 465 4.9
AOL, Inc. 63,100 1,567 27.2
Glam Media 60,224 854 10.4
Ask Network 54,385 563 4.5
Axel Springer AG 54,377 1,666 14.9
Yandex Sites 54,162 7,869 69.3
Viacom Digital 53,552 497 10.7
CBS Interactive 52,225 534 8.7
Dailymotion.com 51,981 699 11.0
The Mozilla Organization 51,492 304 6.6
VKontakte 46,735 31,652 494.9
WordPress 46,110 336 4.7
Adobe Sites 44,341 199 2.7
Orange Sites 40,400 4,406 55.7
NetShelter Technology Media 39,680 406 5.7
Deutsche Telekom 38,182 2,302 33.6
Technorati Media 37,771 223 3.6
BBC Sites 33,030 1,322 34.3
Schibsted (Anuntis-Infojobs-20minutos) 32,751 4,752 71.2
Twitter.com 30,829 585 14.2
Otto Gruppe 29,523 1,127 16.9

Spotlight: Growth of the Online Travel Industry in Europe
 In April 2011, the number of European visitors to the Travel category grew 11 percent in the past year. Travel properties, which include online travel agents, destination information sites, and transportation and accommodation sites, now penetrate 44.0 percent of the European internet audience, a 5percentage point increase. The U.K. continues to lead European markets in Travel category penetration at 66.5 percent, up 8percentage points from a year ago. Ireland and Spain show similarly high penetration rates, with 58.7 percent reach and 57.3 percent reach, respectively. Although Russia currently has the lowest penetration rate for Travel properties among the eighteen markets at 27.8 percent, it showed the highest growth in unique visitors over the past year with a 41 percent increase.

Top 10 European Markets by % Reach of Travel Properties
 April 2011
 Total Europe Audience, Age 15+, Home and Work Locations
 Source: comScore Media Metrix
Countries % Reach Point Change vs. Year Ago
United Kingdom 66.5% 8%
Ireland 58.7% 5%
Spain 57.3% -5%
Netherlands 56.6% -3%
France 56.0% 3%
Switzerland 50.9% -2%
Germany 50.5% 12%
Sweden 47.3% -15%
Italy 47.2% -8%
Belgium 45.4% -15%

Expedia Inc., which includes TripAdvisor Sites, Expedia Sites, and Hotels.com Sites, attracted the most unique visitors in April 2011 with 21.7 million. Priceline.com Inc. followed with 16.4 million unique visitors, up 10 percent versus last year – the highest growth rate among the top Travel properties in Europe. Priceline’s sizeable audience was fueled in large part by hotel reservation site Booking.com, which attracted 15.8 million visitors. Groupe SNCF (French National Railway Corporation) was the third most heavily visited property in April with 9.3 million visitors.

Top 10 Travel Properties in Europe by Total Unique Visitors (000)
 April 2011
 Total Europe Audience, Age 15+, Home and Work Locations
 Source: comScore Media Metrix
Properties Total Unique Visitors (000) % Change vs. Year Ago
Expedia Inc. 21,669 -4%
Priceline.com Incorporated 16,443 10%
Groupe SNCF 9,330 2%
TUI Group 8,587 2%
Ryanair 7,509 -12%
TravelAdNetwork 7,302 7%
Deutsche Bahn 6,750 1%
Travelocity 6,148 -25%
Easyjet.com 6,124 4%
Thomas Cook Group PLC 5,356 -4%

comScore to Speak at Emerce eTravel
 comScore VP Tsjerk Kooistra will be speaking at Emerce eTravel in Amsterdam, the Netherlands, on June 9, 2011. Mr. Kooistra will provide insights into the state of the online travel industry and explain the importance of web analytics, effective campaign management, and customer engagement measurement for travel retailers seeking to capitalize on the growth in this industry. If you are planning on attending and would like to arrange an interview with Mr. Kooistra, please contact Helene Azevedo at worldpress@comscore.com.

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 Mohamud
comScore, Inc.
+ 44 (0) 203-111-1758
worldpress@comscore.com



Tags: Engagement, Rankings, Social,