10 Million UK Consumers Sought Financial Advice Online in September 2010

*More Than One Out of Three Financial Advice Seekers Visited Moneysupermarket.com*

London, UK, 02 November, 2010 – comScore, Inc., a leader in measuring the digital world, today released a ranking of top Financial Information/Advice Sites in the UK based on September 2010 data from its comScore Media Metrix service. Nearly 10 million internet users turned to the web for financial advice, spending an average of 15 minutes on sites in the category during the month.

Data from the comScore Ad Metrix service revealed that Adaptive Affinity ranked as the top online display advertiser amongst financial companies, reaching nearly 58 percent of the total UK online audience in September 2010, by promoting its site Quickcreditscore.co.uk.

Tough Economic Times Encourage UK Internet Users to Visit Financial Information Sites

In the September 2010 ranking of UK Financial Information/Advice Sites, Moneysupermarket.com Financial Group ranked first with 3.7 million unique visitors and an average of nearly 9 minutes per user during the month. BGL Group, an insurance broker that operates Comparethemarket.com, claimed second place with 1.2 million visitors, followed by Confused.com with 1.1 million users. Confused.com users spent on average 12.9 minutes on the site during the month, more than users spent on any other site in the top ten.

Top 10 Financial Information/Advice Properties
September 2010
Total UK – Home and Work Locations*
Source: comScore Media Metrix
  Total Unique Visitors (000) Average Minutes per Visitor
Total Internet: Total Audience 43,278 1,856.0
Financial Information/Advice 9,940 15.0
Moneysupermarket.com Financial Group 3,724 8.9
BGL Group 1,168 9.3
Confused.com 1,143 12.9
Tescofinance.com 1,027 7.5
Aviva Group 769 10.0
Experian International 624 12.3
Direct Line 611 6.6
AXA Group 503 9.7
Virgin Money 422 3.9
Uswitch.com 339 6.2

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

Top Finance Display Advertisers Reach More Than Half of UK Internet Users

Adaptive Affinity Limited was the heaviest online display advertiser in the Finance category in September 2010 with nearly 382 million display ad impressions, and reaching more than 57 percent of the 41.8 million unique internet users who were exposed to online display ads in the UK in September. Virtually 100 percent of campaigns from Adaptive Affinity were for QuickCreditScore.co.uk.

Media Ingenuity Ltd., which owns and operates TotallyMoney.com, ranked second with 381 million impressions. Aviva Plc held the third position with 334 million display ad impressions and reached almost 25 million unique visitors, a higher reach than any other advertiser in the top ten heaviest advertisers. American Express (Finance) ranked fourth with 294 million impressions reaching 24 million unique visitors.

Top 10 Financial Online Display Advertisers
September 2010
Total UK – Home and Work Locations
Source: comScore Ad Metrix
  Total Display Ad Impressions (000) Ad Exposed Unique Visitors (000) % Reach
Total Internet 72,714,732 41,884 100.0 %
Adaptive Affinity Limited 381,533 24,120 57.6 %
Media Ingenuity Ltd. 380,785 23,587 56.3 %
Aviva plc 333,562 24,950 59.6 %
American Express Company – Finance 294,071 24,074 57.5 %
Experian Interactive – Finance 182,773 19,915 47.5 %
Royal Bank of Scotland Group – Finance 150,683 15,964 38.1 %
Wonga.com Ltd. 142,863 20,154 48.1 %
SimplyFinance 131,628 16,777 40.1 %
ING Groep N.V. – Finance 92,702 15,485 37.0 %
Provident Financial Management Services Ltd 90,901 15,329 36.6 %

*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)

“The current economic situation in the UK is encouraging consumers to look to the internet for financial advice and information,” said Mike Read, SVP and Managing Director, comScore Europe. “The online channel has reduced the friction for the average consumer to seek financial advice, bringing more potential customers into the market, which presents excellent opportunities for marketers in the banking and financial sector to reach their target audiences.”

*Source: comScore

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