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 CountryRanked by Total Unique Visitors (000)March 2011Total Europe Audience, Age 15+, Home and Work LocationsSource: Comscore MMX
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 2011Total Europe Audience, Age 15+, Home and Work LocationsSource: Comscore MMX
Properties
Total Pages Viewed (MM)
Average Minutes per Visitor
Total Internet : Total Audience
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
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 VisitorMarch 2011Total Spain, Age 6+, Home and Work LocationsSource: Comscore MMX
Categories
% Reach
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 SpainRanked by Total Unique VisitorsMarch 2011Total Spain, Age 6+, Home and Work LocationsSource: Comscore MMX
22,790
288.5
22,229
187.1
15,696
181.6
Terra - Telefonica
14,008
321.2
13,560
42.2
10,402
35.9
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 MohamudComscore, Inc. + 44 (0) 203-111-1758worldpress@comscore.com