comScore Reports Home vs. Work Online Buying Activity in the U.K.

Ad Operations OnlineMore Than 1/3 of Total Online Retail Transactions Occur in the Workplace; 8 in 10 U.K. Internet Users Now Access Online Retail Sites

LONDON, U.K.  – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released the results of a study of U.K. online retail activity, based on data from the comScore World Metrix audience measurement service.  The report found that 35 percent of spending at online retail sites in the U.K. occurred from work locations, based on a five month average ending May 2009.

Online Shoppers Browsing at Home, Buying at Work

In the U.K., 29.1 million people age 15 and over visited an online retail site from a home or work location in May 2009, representing 79 percent of the total U.K. online population. Approximately three quarters of the total visits, time spent, and pages viewed in the online retail category were made from home locations, with the remaining quarter occurring at work computers.

Interestingly, visitors from work computers were slightly more likely to purchase goods online than those accessing retail sites from home computers. While representing only 25 percent of total visits to the online retail category, workplace visitors accounted for 36 percent of online retail transactions and 35 percent of money spent at online retail sites, based on a five-month average ending May 2009.

_______________________________________________________
Breakdown of U.K. Online Retail Activity Home vs. Work
5 Month Avg. Ending May 2009
Total U.K., Age 15+ – Home & Work Locations*
Source: comScore World Metrix
_______________________________________________________

Location                           Home           Work

Total Visits                        74%            26%
Total Time Spent                    74%            26%
Total Pages Viewed                  75%            25%
Total E-Commerce Transactions       64%            36%
Total E-Commerce Spending**         65%            35%

_______________________________________________________

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
**Based on a representative sample of more than 100 e-commerce web sites.

“Although online shoppers visit retail sites about three times more frequently at home than they do at work, they only spend twice as much at home,” said Mike Read, SVP and managing director, comScore Europe. “That online shoppers are relatively more likely to make a purchase at work is not entirely surprising. In fact, we often see that people have very different browsing patterns between the two locations, having a tendency to be task-oriented and transaction-minded at work and more leisurely when browsing at home. By understanding such differences, online retailers can better optimize their online marketing and advertising strategies to reach consumers when they are closer to the point of purchase.”

Amazon is U.K.’s Most Visited Online Retail Destination from Home and Work

Amazon Sites was the most visited retail property in the U.K., receiving a total of 49.4 million visits in May 2009. Apple.com Worldwide Sites ranked second with 27 million visits, followed by Home Retail Group (16.1 million visits) and Tesco Stores (13.1 million visits). Apple.com, the U.K.’s second most visited online retail site, drew only 13 percent of its total visits from work locations, while NEXT Group attracted 35 percent of total visits from work locations, a higher proportion than any other top 10 retailer.

______________________________________________________________________

Top 10 Retailers by Total U.K. Visits (000)*
May 2009
Total U.K., Age 15+ – Home & Work Locations
Source: comScore World Metrix

______________________________________________________________________

Retail Property               Total Visits   % of Total   % of Total
(000)       From Home    From Work

Total U.K. Internet Audience     2,051,590          72%          28%

Retail                             297,157          74%          26%
Amazon Sites                        49,434          75%          25%
Apple.com Worldwide Sites           27,002          87%          13%
Home Retail Group                   16,064          73%          27%
Tesco Stores                        13,148          68%          32%
Shop Direct Group                   10,029          77%          23%
Play.com Sites                       9,782          70%          30%
NEXT Group                           5,473          65%          35%
Shopping.com Sites                   5,242          79%          21%
The Carphone Warehouse Group         5,175          73%          27%
Arcadia Group Limited                5,053          78%          22%

______________________________________________________________________

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

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.