Nordic Dating Sites Enjoy More than 2 Million Unique Visitors Each Month During Q1 2007, According to Comscore

Males are Predominant Users of Online Personals in Nordic Region

LONDON, U.K., May 23, 2007 – Comscore, a leader in measuring the digital world, today announced the results of an analysis of visitation to dating sites in the Nordic region (Denmark, Finland, Norway and Sweden) based on data from its Comscore World Metrix service. According to the study, online dating and personals sites attracted an average of 2.2 million Nordic visitors per month during Q1 2007, an increase of 3 percent versus one year ago.

The Match.com Network of sites (headquartered in the U.S.) led the category among Nordic visitors, attracting an average of 573,000 unique visitors per month during Q1 2007. This was followed by Danish site Dating.dk with an average of 309,000 Nordic visitors per month and the MeetIC Network with an average of 241,000 Nordic visitors per month during the quarter.

“The personals category has now fully established itself in the Nordic region, with an average of one in six Nordic Internet users visiting a personals site in any month during the first quarter,” said Bob Ivins, Managing Director, Comscore Europe. “Match.com is proving to be the most popular network of dating sites, with a significant presence in each Nordic country and attracting 26 percent of all visitors to the category.”

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
** Percent of Personals category users who visited the individual site
***Based on core sites plus online partnerships, represented in Comscore data as custom entities

Male Online Daters Outnumber Females in Nordic Countries

Comscore also examined the demographic profiles of visitors to the top five dating sites in the Nordic region, finding that a majority of users were male. In fact, more than 60 percent of the users of DKBN.dk and E-kontakt.se, the fourth and fifth most-visited dating sites, were male. The Match.com Network and Dating.dk, however, had more balanced male-to-female ratios.

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
** Based on core sites plus online partnerships, represented in Comscore data as custom entities

The age profile of visitors to the personals category revealed that DKBN.dk skewed the youngest, with 45 percent of users under the age of 25, while E-Kontakt.se and the Match.com Network showed a more even distribution of visitors across all age groups.

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
** Based on core sites plus online partnerships, represented in Comscore data as custom entities

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 consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. Comscore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com