Retail Websites Now Reach 75 Percent of European Internet Audience Each Month
*U.K., France, Germany, Ireland, and the Netherlands Lead in Retail Site Visitation and Engagement*
LONDON, UK, March 21, 2011 – comScore, Inc., a leader in measuring the digital world, today released results from a study of 
online shopping in Europe. In January 2011, 270.6 million unique visitors in Europe visited sites in the Retail category, representing a market penetration of 74.5 percent of Internet users, up 8.5 percentage points versus last year. Retail sites also showed high penetration in individual markets, reaching at least 75 percent of the total online audience in 7 out of 18 European markets. In 2010, approximately one out of every ten Internet sessions in Europe included a visit to a retail site.
Retail Penetration and Engagement Growth in Europe
In the United Kingdom, the Retail category reached 89.4 percent of the total online audience (up 6.3 points from last year), the highest penetration of any European market. France ranked second with a reach of 87 percent (up 10.5 points), followed by Germany at 82.1 percent (up 9.0 points). Ireland and the Netherlands round out the list of markets with highest penetration, with Retail reaching 80.7 percent in Ireland (up 15.8 percentage points) and 80.2 percent in the Netherlands (up 4.9 percentage points). (more…)