Report Showcases 2010 Digital Landscape in Europe and Highlights Trends
for 2011
ComScore, Inc. (NASDAQ: SCOR), a leader in
measuring the digital world, today released The comScore 2010 Europe Digital
Year in Review. This inaugural report provides a comprehensive overview of key
trends in the European digital media landscape, including market-level data on
user demographics, social networking, online video, mobile, and search in 18
European countries -- Austria, Belgium, Denmark, Finland, France, Germany,
Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden,
Switzerland, Turkey, and the United Kingdom.
“Europe is currently the world’s second largest digital market behind
Asia Pacific and Europeans continue to embrace new online and mobile offerings.
The key to tapping into this region is to understand the behaviour and
individual market dynamics that contribute to it,” said Wolf Allisat, comScore
EVP for International Markets. “Europe’s digital market is poised to keep
expanding in 2011, and understanding where the growth occurs in a region as
vast as this will be crucial for marketers looking to drive their business
among Europe’s diversified markets.”
To download a complimentary copy of The comScore 2010 Europe Digital
Year in Review , please visit: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review
Social Activities and Mobile Lead Growth Prospects in Europe
In 2010,
Europe saw growth in several key areas, in part due to continuing technology
adoption across markets and game-changing developments in the digital world,
such as the expansion of social networking platforms across existing
third-party sites, strong growth of smartphones and mobile media usage,
innovations in e-commerce, and rollout of new devices tailored for connected
media consumption.
This report provides an in-depth look at various media platforms and
usage categories across Europe. Key findings highlighted in the report include:
•
The Netherlands and United Kingdom led in engagement, with users in both
markets spending approximately 25 percent more time online in a month than the
European average of 24.3 hours. Europeans spent the most time on search, social
networking, and directory sites, with Facebook garnering the largest share of
Europeans’ time (11.7 percent) out of all media properties.
•
Europe experienced a 10.9 percentage gain in social networking
penetration over 2010 – the highest seen in any global region. Facebook was the
leading social networking sites in 15 out of the 18 markets. Local social
networks in the Netherlands, Poland, and Russia continued to retain their
majority share of the market.
•
Display advertising reached 97 percent of users in the UK, France, and
Germany in December 2010. In all three markets, Social Networking was the
leading publisher category serving display ads.
•
The use of online coupon sites in Europe grew by 162 percent in 2010,
showing coupon sites emerging as a key driver of online consumer behavior.
France, the UK and Italy led local markets in the use of online coupons and
deals, with Italy showing the highest gain at a 15 percentage point increase in
coupon site usage.
•
Although the number of unique online video viewers in Europe held steady
overall, there was significant growth in video viewership to TV sites. By the
end of 2010, 16.3 million viewers were watching videos on TV sites in Germany –
an increase of 14 percent from last year.
•
Smartphone penetration in the UK, France, Germany, Spain, and Italy grew
in 2010 to reach 31.1 percent of mobile users. This was fueled by high rates of
adoption of the Google and Apple smartphone operating systems, with Google
Android experiencing a 951-percent gain and Apple experiencing a 115-percent
gain.
Search intensity in Europe varied across individual markets, with
searchers in Poland exhibiting the highest average searches per searcher across
all markets. Google continues to lead the search market in Europe, reaching 9
out of 10 Europeans.