Press Releases

May 4, 2011

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

Spotlight on Spain Reveals Strong Adoption of Social Networking over Past Year

London, UK, May 4, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of Internet usage in Europe, showing 363.7 million unique people went online in March 2011 for an average of 26 hours per person.

Among the individual markets, Germany had the largest Internet audience (age 15+) with 49.7 million unique visitors, followed by Russia with 47.4 million visitors and France with 42.3 million visitors. Visitors coming from the Netherlands exhibited the highest engagement, spending 34.4 hours on average online in March – 33 percent higher than Europe as a whole – followed by the visitors in the United Kingdom who spent 33.0 hours on average. Visitors in the Netherlands also viewed 3,515 pages each on average, 31 percent greater than the European average.

Overview of European Internet Usage by Country
Ranked by Total Unique Visitors (000)
March 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 1,350,539 23.1 2,094
Europe 363,697 26.0 2,678
Germany 49,729 23.4 2,643
Russian Federation 47,417 22.8 2,532
France 42,251 27.5 2,644
United Kingdom 36,244 33.0 2,953
Italy 22,981 17.9 1,688
Turkey 22,768 29.4 3,098
Spain 21,317 26.3 2,404
Poland 18,192 25.9 2,976
Netherlands 11,953 34.4 3,515
Sweden 6,138 25.0 2,369
Belgium 5,903 19.7 2,016
Austria 4,654 13.8 1,456
Switzerland 4,646 18.4 1,794
Portugal 4,099 20.2 1,878
Denmark 3,638 20.8 2,138
Finland 3,336 24.7 2,359
Norway 3,212 25.1 2,019
Ireland 2,048 18.8 1,720

Top Web Properties in Europe
 Google Sites ranked as the top European web property in March, attracting 330.3 million unique visitors and reaching 90.8 percent of the total European Internet audience. Microsoft Sites ranked second with 272.8 million visitors (75.0 percent reach), followed by Facebook.com in third place with 234.6 million visitors (64.5 percent reach).

Russian social network VKontakte had the highest average engagement among the top 30 properties, with visitors spending an average of 405.1 minutes (6.8 hours) on the site over the course of the month. Russian Mail.ru Group ranked second at 310.0 minutes (5.2 hours), followed by Facebook.com with an average of 285.7 minutes (4.8 hours).

Facebook.com accounted for the highest number of page views in March with 109.9 billion, representing 11.3 percent of all pages viewed that month. Google Sites ranked second with 94.8 billion page views, followed by VKontakte with 33.1 billion page views.

Top 30 Properties in Europe by Total Unique Visitors (000)
March 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 363,697 973,802 1,557.9
Google Sites 330,328 94,752 180.9
Microsoft Sites 272,840 28,394 197.7
Facebook.com 234,635 109,921 285.7
Wikimedia Foundation Sites 156,913 2,222 11.8
Yahoo! Sites 144,220 9,914 74.1
eBay 107,065 14,648 60.7
Amazon Sites 88,685 2,612 16.1
Mail.ru Group 72,213 31,381 310.0
BitTorrent Network 72,191 23 0.1
The Mozilla Organization 70,906 438 5.8
VEVO 69,108 614 10.6
AOL, Inc. 67,676 1,851 30.6
Apple Inc. 66,675 522 5.2
Glam Media 62,543 848 9.7
Ask Network 62,038 624 4.4
Axel Springer AG 58,750 1,810 16.2
Adobe Sites 57,403 278 2.9
CBS Interactive 56,508 597 8.8
Yandex Sites 54,206 7,849 69.1
Dailymotion.com 53,672 771 14.3
WordPress 50,666 501 6.2
Viacom Digital 48,655 491 11.3
VKontakte 46,059 33,123 405.1
NetShelter Technology Media 44,447 466 6.1
Orange Sites 41,903 5,361 65.2
Deutsche Telekom 39,500 2,597 37.7
Skype 37,890 146 48.8
Technorati Media 37,313 202 3.5
BBC Sites 35,269 1,519 37.7
Schibsted (Anuntis-Infojobs-20minutos) 34,021 5,548 79.4

Spotlight: Spain
 In March 2011, the total audience in Spain was 23.5 million unique people, up 5 percent from a year ago. Internet users in Spain spent the most time on Portals sites, at 517.8 minutes (8.6 hours) per person on average. Instant Messengers and Social Networking sites ranked second and third, with an average of 375.6 minutes and 345.0 minutes, respectively.

Top Engagement Categories for Spain*
Ranked by Average Minutes per Visitor
March 2011
Total Spain, Age 6+, Home and Work Locations
Source: comScore Media Metrix
Categories Average Minutes per Visitor Total Unique Visitors (000) % Reach
Total Internet : Total Audience 1,474.4 23,495 100.0%
Portals 517.8 23,002 97.9%
Instant Messengers 375.6 9,672 41.2%
Social Networking 345.0 22,482 95.7%
E-mail 183.9 17,134 72.9%
Entertainment 130.3 22,870 97.3%
Multimedia 99.2 18,049 76.8%
Games 77.4 13,242 56.4%
Sports 72.5 12,830 54.6%
Online Gaming 66.6 9,551 40.6%
News/Information 51.3 20,012 85.2%

*Excludes Services and Corporate Presence.

Microsoft Sites and Google Sites continued to lead the Spanish market in terms of total unique visitors, attracting 22.8 million visitors and 22.2 million visitors in March, respectively. With its acquisition of social networking site Tuenti, Spanish telecommunications company Terra Telefonica grew its visitation to 14.0 million unique visitors, up 67 percent from a year ago.

Top Properties in Spain
Ranked by Total Unique Visitors
March 2011
Total Spain, Age 6+, Home and Work Locations
Source: comScore Media Metrix
Properties Total Unique Visitors (000) Average Minutes per Visitor
Total Internet : Total Audience 23,495 1,474.4
Microsoft Sites 22,790 288.5
Google Sites 22,229 187.1
Facebook.com 15,696 181.6
Terra - Telefonica 14,008 321.2
Yahoo! Sites 13,560 42.2
Schibsted (Anuntis-Infojobs-20minutos) 10,402 35.9
Wikimedia Foundation Sites 9,791 10.5
Vocento 8,949 23.8
RCS Media Group 8,496 55.2
Grupo Prisa 8,492 40.9

In terms of engagement, Terra Telefonica also led the market with 321.2 minutes per visitor, buoyed in large part by Tuenti’s highly engaged user base (473.6 average minutes per visitor). Despite Tuenti’s high engagement, Facebook still ranked as the top social network in Spain in March, with 15.7 million unique visitors and a 66.8 percent reach of the market. Overall, Social Networking as a category saw significant gains in penetration over the past year, from 78.7 percent to 95.7 percent of all Spanish Internet users.

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: Audience Measurement, Engagement, Rankings, VKontakte