UK Mums Are Keen Online Shoppers

Comscore Releases Overview of European Internet Usage for October 2011

LONDON, UK, 9 December 2011 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of internet usage in Europe, showing 376.6 million unique visitors went online in October 2011 for an average of 27.8 hours per person. This study highlights internet usage in 49 European markets aggregated into the European region and provides individual reporting on 18 markets. The study also analysed the online behaviour of mothers, defined as females age 25 and older with children in the household, showing their heavy propensity to visit retail sites.

Retail Sites Resonate with British Mums
A demographic analysis of UK mothers (females age 25 and older with at least one child under 18 in the household) showed that they are 82 percent more likely to visit Retail Toys sites (index of 182) than the average internet user, making it the top indexing category amongst this consumer segment. Several retail categories, such as Flowers/Gifts/Greetings and Fragrances/Cosmetics, also made the top 10 with indices of 167 and 164, respectively.

*Composition Index = % of “Mum” Visitors to Category/% of Total Internet Users to Category x 100; Index of 100 indicates average representation.
** Females age 25+ with at least 1 child under the age of 18 living in the household.

Fastest Growing Properties in Europe
Google Sites was the top online destination in Europe in October 2011, attracting 346 million unique visitors, or 92 percent of the total European internet audience. A look at the fastest growing online properties over the past month shows that online video destination Vimeo had the fastest audience growth, increasing 49 percent to 18.4 million visitors. For the second consecutive month EA Online appeared in the top 5, growing by 30 percent from September to October, nearly double its 16 percent growth rate between August and September.

* Amongst the top 100 online properties

European Internet Usage by Country – European Internet Audience More Engaged
Below is a snapshot of European internet usage in the 18 markets for which Comscore provides individual reporting. The average user spent 27.8 hours online in Europe during the month, considerably longer than the global average of 24.6 hours per visitor. The number of internet users in Russia grew 1.6 percent since September as the market remained the largest in Europe for the second consecutive month.

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