The FINANCIAL — comScore, 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, according to comScore Press .
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.A demographic analysis of UK mothers showed that they are 82 percent more likely to visit Retail Toys sites 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.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.
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