Nearly Half of European Online Audience Visit Sports Sites

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of internet usage in Europe, showing that 386.6 million Europeans went online in February 2012 for an average of 28.2 hours per person. This release highlights internet usage in 49 European markets aggregated into the European region and provides individual reporting on 18 markets. Amongst its findings, the study also showed that 46 percent of Europeans visit Sports sites, with Turkey and Ireland having the highest penetration at approximately 70 percent in February 2012.

71 Percent of Turkish Internet Users Keen on Sport
177.1 million internet users (45.8 percent reach) in Europe visited a Sports site in February, representing an increase of 15 percent in the past year. Sports sites reached 70.7 percent (16.4 million users) of the internet audience in Turkey, the highest penetration for the category across Europe. Globally, Turkey ranked a close second for penetration of Sports sites behind only the United States (70.9 percent). Ireland also proved to have keen sports fans with nearly 70 percent of the online audience accessing these sites, followed by Spain (65.9 percent) and the UK (64.3 percent).

Top 10 European Markets for Sports Sites Ranked by Percent Reach
February 2012 Source: comScore Media Metrix
Total European Audience, Age 15+, Home and Work Locations
Sports
% Reach Total Unique Visitors (000)
Europe 45.8% 177,098
Turkey 70.7% 16,472
Ireland 69.8% 1,644
Spain 65.9% 14,136
United Kingdom 64.3% 24,090
Poland 56.8% 10,285
Netherlands 51.2% 6,096
Portugal 46.1% 1,998
France 45.5% 19,523
Finland 45.0% 1,527
Italy 44.3% 12,519

Males Nearly 2x More Engaged With Sports Sites
A demographic analysis of the internet users visiting Sports sites revealed that an average male user spent 68.0 minutes consuming sports content compared to an average female user who spent 36.5 minutes during the month. Males accounted for 58.7 percent (104.0 million users) of all users accessing Sports sites while females accounted for 41.3 percent (73.1 million users). 25-34 year old men exhibited the heaviest engagement with an average of 82.4 minutes per user surfing sports sites during the month. Interestingly, amongst women, the most engaged age group were the 45-54 year olds who spent 40.8 minutes on the category on average in February 2012.

Demographic Analysis of European Internet Users Accessing Sports Sites
February 2012 Source: comScore Media Metrix
Total European Audience Age 15+, Home or Work Locations
Sports
Target Audience (000) Average Minutes per Visitor
Total Internet Audience: Age 15+ 177,098 55.0
Males – Age
All Males (15+) 104,012 68.0
Males: 15-24 24,763 74.4
Males: 25-34 25,844 82.4
Males: 35-44 21,408 62.9
Males: 45-54 16,908 55.3
Males: 55+ 15,090 54.5
Females – Age
All Females (15+) 73,086 36.5
Females: 15-24 16,776 32.1
Females: 25-34 18,506 39.0
Females: 35-44 15,333 38.3
Females: 45-54 12,267 40.8
Females: 55+ 10,204 31.5

European Internet Usage by Country
Below is a snapshot of European internet usage in the 18 reportable markets for which comScore provides individual reporting. The Russian internet audience continued to be the largest online market in Europe with 54.6 million users going online in February. The UK audience was the most engaged across Europe, with an average user spending 36.7 hours online. Turkey ranked first when it came to the average pages a user visited during the month (3,937 pages on average per visitor).

Overview of European Internet Usage by Country
Ranked by Total Unique Visitors (000)
February 2012 Source: comScore Media Metrix
Total Europe Audience, Age 15+, Home and Work Locations
Total Unique Visitors (000) Average Hours per Visitor Average Pages per Visitor
Worldwide 1,448,160 24.8 2,395
Europe 386,619 28.2 3,035
Russian Federation 54,566 26.7 3,080
Germany 50,951 26.5 2,999
France 42,911 26.6 2,721
United Kingdom 37,447 36.7 3,404
Italy 28,247 18.8 1,980
Turkey 23,295 33.9 3,937
Spain 21,456 25.4 2,205
Poland 18,097 30.6 3,442
Netherlands 11,915 34.8 3,382
Sweden 6,216 25.3 2,612
Belgium 6,093 22.5 2,435
Switzerland 4,849 19.6 2,029
Austria 4,743 15.0 1,651
Portugal 4,332 21.1 2,146
Denmark 3,673 23.0 2,405
Finland 3,390 27.5 2,764
Norway 3,272 28.4 2,655
Ireland 2,354 20.1 1,966
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