European Engagement on Entertainment Sites Grows 10% in the Past Year

comScore Releases Overview of European Internet Usage for August 2011

LONDON, UK – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released an overview of internet usage in Europe, showing 372.1 million unique visitors went online in August 2011 for an average of 25.4 hours per person. This release highlights internet usage in 49 European markets aggregated under the European region and provides individual reporting on 18 markets. Among the reportable markets, the United Kingdom showed the highest engagement with users spending an average of nearly 35 hours online in the past month, up 1.5 hours from the previous month.

Engagement with Facebook in Europe Increases in August 2011
Google Sites continued to rank as the top European web property in August with 337.7 million unique visitors (maintaining a 6-percent increase from a year ago), reaching 90.8 percent of the total European internet audience. Microsoft Sites ranked second with 255.9 million visitors (68.8 percent reach), followed closely by Facebook.com in third place with 245.3 million visitors (65.9 percent reach).

Russian social network VKontakte continued to display the highest average engagement among top properties, with Europeans spending 429.6 minutes (7.2 hours) on the site. Facebook, which ranked second in engagement, solidified its position with a 10-percent growth in time spent per visitor from the previous month, as users spent an average of 348 minutes (5.8 hours) on the property. Facebook also garnered the highest number of page views in August at 163.5 billion, representing 16.5 percent of all pages viewed in Europe. The average European visitor viewed 666 pages on Facebook during the month, slightly ahead of VKontakte, which drew an average of 608 page views per visitor.

Spotlight: Entertainment Properties See a 10-Percent Increase in Engagement
In August 2011, 345.8 million European unique visitors went to Entertainment properties, an increase of 10 percent from the previous year. On average, users spent 174.5 minutes (2.9 hours) on these sites, representing a 10-percent increase in average engagement. Among the top Entertainment subcategories, Movie sites showed the highest growth over the past year in visitation with an 18-percent increase.

YouTube.com drew the most visitors in the Entertainment category at 213.4 million, or more than 5 in 10 Europeans. YouTube.com also ranked first in engagement, with visitors spending more than 150.6 minutes (2.5 hours) on the site on average in August. This level of user engagement with YouTube surpassed engagement levels seen on other sites by a sizeable margin. Music video property VEVO ranked second in terms of audience size with 81.1 million visitors, with a significant percentage of its audience visiting via VEVO’s YouTube channel. Among the top 10 Entertainment sites, VEVO also exhibited the highest growth, having increased 55 percent in the past year. The French video-sharing site Dailymotion.com and German ProSiebenSat1 Sites were among the local European properties ranking among the top 10 Entertainment sites for the region.

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