New Zealand Proves Victorious in Online Sports
5 out of 6 Web Users in New Zealand Visited a Sports Site in October Leading the Globe in Category Reach
Rugbyworldcup.com Reaches Nearly Half a Million Hometown Visitors in September
Auckland, New Zealand, December 1, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on the top online Sports destinations in New Zealand from the comScore Audience Metrix service. The report found that 83.3 percent of all online users in New Zealand visited a Sports site in October 2011, leading the globe as the top market by category reach. STUFF – Sport led as the top Sports destination in New Zealand with 895,000 visitors during the month, followed by Yahoo! Sports and NZHerald Sports News.
“New Zealand is consistently among the top worldwide markets in Sports category reach, and with hosting this year’s Rugby World Cup it’s not surprising that the market saw the majority of its online population turn to the web to keep up with the tournament,” said Amy Weinberger, comScore vice president for Australia and New Zealand. “We’ve continued to see the Internet play an increasingly important role in sports tournaments across the globe, including the Olympics, FIFA World Cup and Cricket World Cup, as fans turn to the web for real-time updates, results and live-streaming.”
5 in 6 Online Users in New Zealand Consume Sports Content
In October, 83.3 percent of online users age 15 and older in New Zealand visited a site within the Sports category, leading the globe in market penetration for the content category. Brazil ranked second with 80.3 percent of its Internet audience visiting the Sports category, followed by South Korea (74.7 percent reach), the United States (72.7 percent reach) and Ireland (72.0 percent reach).
New Zealand also saw females account for the largest share of visitors to the Sports category compared to the rest of the globe, with women representing 47.5 percent of visitors to the category in October 2011.
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Top Global Markets by Percent Reach of Unique Visitors Accessing the Sports Category October 2011 Total Audience – Age 15+ Home or Work Locations* Source: comScore Audience Metrix |
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| % Reach of Sports Category | |
| New Zealand | 83.3% |
| Brazil | 80.3% |
| South Korea | 74.7% |
| United States | 72.7% |
| Ireland | 72.0% |
| Spain | 64.4% |
| United Kingdom | 63.9% |
| Turkey | 62.5% |
| Argentina | 59.5% |
| Canada | 59.3% |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
STUFF – Sport Tops List as Most-Visited Sports Destination
In October, 2.3 million online users in New Zealand visited the Sports category, averaging 34.3 minutes consuming sports content during the month. STUFF – Sport led as the top destination in the category with 895,000 visitors, followed by Yahoo! Sports with 594,000 visitors and NZHerald Sports news with 452,000 visitors. Among the top 10 largest sports destinations, visitors averaged the most time on ESPN at 35.3 minutes per visitor and BBC Sport at 26.7 minutes per visitor.
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Top 10 Sites in the Sports Category by Total Unique Visitors (000) October 2011 Total Audience – Age 15+ Home or Work Locations* Source: comScore Audience Metrix |
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| Total Unique Visitors (000) | % Reach | Average Minutes per Visitor | |
| Total Internet : Total Audience | 2,805 | 100.0% | 1,364.5 |
| Sports | 2,337 | 83.3% | 34.3 |
| STUFF - Sport | 895 | 31.9% | 19.6 |
| Yahoo! Sports | 594 | 21.2% | 15.0 |
| Nzherald Sports News | 452 | 16.1% | 8.5 |
| Rugbyworldcup.com | 340 | 12.1% | 11.1 |
| MSN Sports International | 218 | 7.8% | 11.7 |
| ESPN | 210 | 7.5% | 35.3 |
| BBC Sport | 144 | 5.1% | 26.7 |
| Guardian Sport | 115 | 4.1% | 7.2 |
| ALLBLACKS.com | 115 | 4.1% | 9.3 |
| FOXSports.com on MSN | 72 | 2.6% | 8.9 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Rugbyworldcup.com ranked as the #4 largest Sports site with 340,000 visitors in October. Further analysis of Rugbyworldcup.com showed that site traffic peaked in September with 456,000 visitors in New Zealand, or 16.3 percent of the total online population. Engagement also peaked in September with visitors averaging 15.2 minutes on the site during the month.
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Rugbyworldcup.com Visitation and Engagement in New Zealand October 2011 Total New Zealand – Age 15+ Home or Work Locations* Source: comScore Audience Metrix |
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| Aug-2011 | Sep-2011 | Oct-2011 | |
| Total Unique Visitors (000) | 141 | 456 | 340 |
| % Reach | 5.1% | 16.3% | 12.1% |
| Average Minutes per Visitor | 8.1 | 15.2 | 11.1 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
About comScore
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Sarah Radwanick
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comScore, Inc.
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