European Women Drive Majority of Engagement at Online Retail and Community Websites

comScore Releases May 2012 Overview of European Internet Usage Showing Tumblr, Otto Gruppe and Groupon among Most Women-Oriented Web Properties

London, UK, 2 July 2012 – comScore, Inc., a leader in measuring the digital world, today released an overview of internet usage in Europe, showing that 395.7 million Europeans went online in May 2012 for an average of 27.6 hours each. The data for May, which includes internet usage in 49 European markets aggregated into the European region and individual reporting on 18 markets, also highlights the site categories and web properties with the highest concentration of usage among women in Europe. Tumblr.com had the highest concentration of usage among women, who accounted for 69 percent time spent on the popular social network. The report also showed that women generated the majority of time spent on multiple Retail subcategories, such as Fragrances/Cosmetics (71 percent share), Apparel (67 percent) and Department Stores (65 percent).

Women Have Highest Concentration of Usage on Tumblr, Otto and Groupon
In Europe, 191.5 million females age 15 and older went online in May 2012, representing 48.4 percent of the total internet audience and 46.9 percent of time spent online during the month. Among the top 100 web properties in Europe, Tumblr had the highest concentration of usage among women, who accounted for 69 percent of all time spent on the site. German retail site Otto Gruppe (68.8 percent) ranked second on this dimension, while leading daily deal site Groupon (61.7 percent) rounded out the top 3. The total amount of time European women spent on Mail.ru websites was particularly high, but perhaps not surprising, as this group includes email services and Russia’s second largest social networking sites Odnoklassniki.

Top 10 Sites* for Females by Percent Share of Total Time Spent
May 2012
Total Europe: Females Aged 15+ (Home & Work Locations)
Source: comScore MMX
% Share of Total Time Spent Total Minutes (MM) Average Minutes per Visitor
Total Internet : Females Aged 15+ 46.9 308,096 1,608.8
Tumblr.com 69.0 606 71.1
Otto Gruppe 68.8 433 22.8
Groupon 61.7 137 9.4
Mail.ru Group 61.1 16,686 398.8
Groupe PPR 60.8 195 13.7
Spil Games 60.2 768 48.8
Ikea 57.5 123 13.0
RTL Group Sites 57.4 383 25.3
Iliad – Free.fr Sites 55.6 251 22.7
Groupe Lagardere 55.3 177 14.6

*Among the top 100 online properties

Retail and Community Sites Score High with Female Audience
Retail subcategories made up half of top 10 site categories by share of time spent among females, showcasing the gender’s penchant for online shopping in comparison to their male counterparts. Retail- Fragrances/Cosmetics came out on top, with women accounting for 70.9 percent of time spent in the category during the month, followed by Community – Beauty/Fashion/Style (67.9 percent share) and Retail – Apparel (66.8 percent share). Health Information also had a relatively high share of female engagement (63.6 percent), suggesting a greater likelihood of proactive engagement on health issues.

Top 5 Categories for Females by Percent Share of Total Time Spent
May 2012
Total Europe: Females Aged 15+ (Home & Work Locations)
Source: comScore MMX
% Share of Time Spent Total Minutes (MM) Average Minutes per Visitor
Retail: Fragrances/Cosmetics 70.9% 256 13.5
Community: Beauty/Fashion/Style 67.9% 511 10.4
Retail: Apparel 66.8% 2,030 30.6
Retail: Department Stores 64.9% 208 14.3
Community: Pets 64.4% 94 8.8
Services: e-cards 64.0% 68 5.5
Health: Information 63.6% 604 11.5
Community: Food 62.2% 424 8.8
Retail: Food 61.2% 315 15.6
Retail: Mall 61.0% 203 13.5

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 57.9 million users going online in May. The UK audience was the most engaged across Europe, with an average user spending 39.1 hours online, an increase of 5 percent over the past month. Turkey ranked first when it came to the average pages a user visited during the month at 3,674.

Overview of European Internet Usage by Country Ranked by Total Unique Visitors (000)
May 2012
Total European Internet Audience, Age 15+, Home and Work Locations
Source: comScore MMX
Total Unique Visitors (000) Average Hours per Visitor Average Pages per Visitor
Worldwide 1,484,382 24.5 2,388
Europe 395,693 27.6 2,920
Russian Federation 57,856 25.5 2,737
Germany 51,714 25.2 2,889
France 43,212 28.9 2,872
United Kingdom 37,640 39.1 3,637
Italy 28,564 18.1 1,857
Turkey 23,710 30.7 3,674
Spain 21,775 26.3 2,315
Poland 18,451 29.3 3,308
Netherlands 12,006 33.1 3,247
Sweden 6,305 24.7 2,497
Belgium 6,199 22.8 2,392
Switzerland 4,951 18.9 1,970
Austria 4,842 15.0 1,621
Portugal 4,460 21.2 2,221
Denmark 3,719 22.0 2,341
Finland 3,428 27.8 3,028
Norway 3,310 29.0 2,767
Ireland 2,412 21.1 2,078

*Source: comScore

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