The Netherlands has highest average engagement online

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Dutch Internet users were on average 31.3 hours online in April, which is 30 percent longer than the European average, according to the figures published by research firm comScore.

comScore, Inc., a leader in measuring the digital world, today released an overview of internet usage in Europe, showing 365.3 million unique visitors went online in April 2011 for an average of 24.2 hours per person. This study draws its analysis from comScore’s research panel, which shows internet usage in 49 European markets aggregated under the European region and provides individual reports on 18 markets. Among the 18 markets, the Netherlands showed the highest average engagement at 31.3 hours per person, 30 percent higher than the collective European average.

Google Sites ranked as the top European web property in April, attracting 329.8 million unique visitors and reaching 90.3 percent of the total European Internet audience. Microsoft Sites ranked second with 269.3 million visitors (73.7 percent reach), followed by Facebook.com in third place with 236.9 million visitors (64.9 percent reach). Among the top properties for April, the biggest gains were seen by VEVO (up 3 percent) and Facebook.com (up 1 percent).

Social networks continued to drive engagement among Europeans, with Russian social network VKontakte exhibiting the highest average engagement among the top 30 properties. In April, visitors spent an average of 494.9 minutes or 8.2 hours on the site, representing a significant 22 percent increase from the previous month. Russian Mail.ru Group ranked second at 293.9 minutes or 4.9 hours, followed by Facebook.com with an average of 283.6 minutes or 4.7 hours.

In April 2011, the number of European visitors to the Travel category grew 11 percent in the past year. Travel properties, which include online travel agents, destination information sites, and transportation and accommodation sites, now penetrate 44.0 percent of the European internet audience, a 5percentage point increase. The U.K. continues to lead European markets in Travel category penetration at 66.5 percent, up 8percentage points from a year ago. Ireland and Spain show similarly high penetration rates, with 58.7 percent reach and 57.3 percent reach, respectively. Although Russia currently has the lowest penetration rate for Travel properties among the eighteen markets at 27.8 percent, it showed the highest growth in unique visitors over the past year with a 41 percent increase.

Source: comScore

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