Social Networking Sites such as Facebook.com, Bebo.com, and Tagged.com are Favored
London, U.K., June 11, 2007 – Comscore, a leader in measuring the digital world, today released a report examining the online activities of people age 15 to 25 in the U.K., finding that they were 25% more likely to be online than the general population and spent 24% more time online than the average Internet user in April 2007.
“The higher use of the Internet among those aged 15 to 24 reflects the fact that this age group has grown up online, demonstrating how integral the Internet is to their lives,” said Bob Ivins, EVP and managing director of Comscore Europe.
U.K Online Population – Pages Viewed and Time SpentApril 2007Total U.K., Age 15+ – Home and Work LocationsSource: Comscore World Metrix
Age Group
Share of General Population*
Share of Online Population
Online Population Index**
Share of Page Views
Page View Index***
Share of Time Spent
Time Spent Index***
15-24
16%
20%
125
24%
122
25%
124
25-34
15%
19%
103
98
35-44
23%
101
99
45-54
119
96
55+
34%
18%
53
13%
75
14%
76
*U.K. population, age 15+, cited from U.S. International Database (http://www.census.gov/ipc/www/idbnew.html)**Online population indexed to offline population by age group***Page views and time spent indexed to share of online population
“The fact that teens and young adults in the U.K. over-index in engagement metrics like time spent and page-views is an indication of their comfort with the Internet compared to the average user. Younger people use the Web for communications, content, community and commerce more than other age segments,” commented Ivins.
The five most popular sites for the 15 to 24 year age group mirrored those for the general population except for the fifth position where Fox Interactive Media, whose property MySpace boosted it to fifth place over BBC Sites, the fifth-most popular property for the overall U.K. online audience.
Top U.K. Properties by Age GroupRanked by Unique Visitors (000)April 2007All U.K. - Home and Work LocationsSource: Comscore World Metrix
Age 15-24
Age 15+
Unique Visitors (000)
% Reach
Google Sites
5,934
95.9
27,374
87.9
Microsoft Sites
5,890
95.2
26,950
86.5
eBay
4,462
72.1
21,563
69.2
Yahoo! Sites
4,018
64.9
20,094
64.5
Fox Interactive Media
3,954
63.9
BBC Sites
17,888
57.4
The Comscore study revealed that many of the sites with particular appeal to the 15 to 24 age segment fall into the Social Networking category, including Facebook.com, Bebo.com and Tagged.com. Other properties with strong teen and young adult appeal include ARTISTdirect Network and Alloy, which are news and entertainment sites.
“Web properties with a significant proportion of younger visitors represent an opportunity for advertisers to efficiently reach a younger audience with a targeted message,” stated Ivins.
Top 5 U.K. Youth PropertiesRanked by Percentage of Audience Age 15-24April 2007Total U.K. – Home and Work LocationsSource: Comscore World Metrix
Total Online, Age 15+
% 15-24
FACEBOOK.COM
3,694
1,841
50%
BEBO.COM
8,302
3,545
43%
Alloy
2,358
989
42%
TAGGED.COM
2,578
957
37%
ARTISTdirect Network
4,577
1,695
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.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com