Retail Websites Now Reach 75 Percent of European Internet Audience Each Month
LONDON, March 21, 2011 /PRNewswire/ --
- U.K., France, Germany, Ireland, and the Netherlands Lead in Retail Site Visitation and Engagement
comScore, Inc. (Nasdaq: SCOR), 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.
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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).
Ireland and Russia experienced the highest growth in Retail penetration in Europe, with both markets posting gains of 15.8 percentage points. With 40.6 million visitors coming to retail sites in January, Germany remains the largest European market for this category, followed by France and the U.K. with 36.6 million visitors and 34.6 million visitors, respectively.
Reach of Retail Sites in European Countries
January 2010 vs. January 2011
-----------------------------
Age 15+ - Home and Work Locations
Source: comScore Media Metrix
-----------------------------
Average
Percent Reach of Internet Users Minutes
------------------------------- per
Jan-2010 Jan-2011 Point Change Visitor
-------- -------- ------------ -------
Europe 66.0% 74.5% 8.5 52.4
------ ---- ---- --- ----
United Kingdom 83.2% 89.4% 6.3 84.1
-------------- ---- ---- --- ----
France 76.4% 87.0% 10.5 83.2
------ ---- ---- ---- ----
Germany 73.1% 82.1% 9.0 63.8
------- ---- ---- --- ----
Ireland 64.9% 80.7% 15.8 35.7
------- ---- ---- ---- ----
Netherlands 75.3% 80.2% 4.9 50.2
----------- ---- ---- --- ----
Spain 68.4% 76.7% 8.3 39.7
----- ---- ---- --- ----
Denmark 68.2% 75.1% 7.0 40.6
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Sweden 73.8% 73.6% -0.2 43.7
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Norway 66.7% 73.4% 6.7 38.0
------ ---- ---- --- ----
Belgium 71.7% 73.3% 1.6 29.7
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Switzerland 70.3% 73.2% 2.9 34.5
----------- ---- ---- --- ----
Poland N/A 72.4% N/A 20.4
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Austria 61.3% 71.4% 10.1 34.1
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Turkey 68.0% 69.8% 1.9 73.0
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Italy 67.4% 69.5% 2.1 21.4
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Finland 63.8% 66.5% 2.7 29.8
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Portugal 60.2% 65.9% 5.7 23.9
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Russian Federation 43.1% 59.0% 15.8 33.7
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In January 2011, visitors from the U.K. led in engagement with the Retail category, with an average of 84.1 minutes spent on retail sites. France followed closely with an average of 83.2 minutes, with Turkish visitors coming in next at 73.0 minutes. Across the board, Europeans spent a collective average of 52.4 minutes, or a little under an hour per visitor, on retail sites in January.
Top Retail Categories in Europe
Within the Retail category, the subcategory with the highest market penetration was Comparison Shopping, which reached 31.6 percent of the European market in January 2011, buoyed by Bing Ciao and Shopzilla Sites. Apparel ranked second with a 28.4-percent reach, followed by Consumer Electronics with a 27.1-percent reach.
Ranking the subcategories by engagement, Apparel sites ranked first, with European shoppers spending an average of 23.3 minutes on these sites in January. Apparel sites also had the highest percentage of page views within the Retail category, accounting for 21.6 percent of Retail pages viewed that month.
Top Retail Categories in Europe by Percent Reach
January 2011
Age 15+ - Home and Work Locations
Source: comScore Media Metrix
Average
Minutes
per
Category % Reach Visitor
-------- ------- -------
Comparison Shopping 31.6% 5.9
------------------- ---- ---
Apparel 28.4% 23.3
------- ---- ----
Consumer Electronics 27.1% 14.1
-------------------- ---- ----
Computer Hardware 20.2% 17.4
----------------- ---- ----
Computer Software 15.9% 6.3
----------------- ---- ---
Top Retail Properties in the Markets with the Highest Retail Reach
A snapshot of the five markets with the highest Retail category reach shows regionally-based and international retailers accounting for a significant portion of retail traffic. The British Home Retail Group, French luxury retailer Groupe PPR, German catalogue company Otto Gruppe, and Dutch media retailer Bol.com appeared in the list of top Retail category properties in these markets alongside Amazon Sites and Apple Sites.
A few top properties experienced significant growth in visitation over the past year across different markets. The Home Retail Group grew 10 percent in the U.K. and 52 percent in Ireland. Amazon Sites, which appears as a top retailer in all five markets, grew by 10 percent in France. In the Netherlands, Bol.com grew 10 percent and maintained its hold on the market as the most visited Retail property. However, the highest rate of growth in the Dutch market came from supermarket retailer AH.nl (Albert Heijn), which grew by 41 percent.
Top Retail Properties in the U.K. by Total Unique Visitors (000)
January 2011
U.K. - Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Unique Average
Visitors Minutes per
Site (000) % Reach Visitor
---- ------------- ------- -----------
Amazon Sites 18,876 48.8% 21.2
------------ ------ ---- ----
Home Retail Group 9,981 25.8% 18.8
----------------- ----- ---- ----
Apple.com Worldwide
Sites 8,933 23.1% 9.6
------------------- ----- ---- ---
Tesco Stores 6,932 17.9% 16.9
------------ ----- ---- ----
Play.com Sites 4,714 12.2% 7.8
-------------- ----- ---- ---
Top Retail Sites in France by Total Unique Visitors (000)
January 2011
France - Age 15+ - Home and Work Locations
Source: comScore Media Metrix
Total Unique Average
Visitors Minutes per
Site (000) % Reach Visitor
---- ------------- ------- -----------
Groupe PPR 18,956 45.1% 16.8
---------- ------ ---- ----
Amazon Sites 11,686 27.8% 10.6
------------ ------ ---- ----
Cdiscount 10,546 25.1% 19.6
--------- ------ ---- ----
Groupe PriceMinister 10,009 23.8% 5.9
-------------------- ------ ---- ---
Otto Gruppe 8,505 20.2% 12.8
----------- ----- ---- ----
Top Retail Properties in Germany by Total Unique Visitors (000)
January 2011
Germany - Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Unique Average
Visitors Minutes per
Site (000) % Reach Visitor
---- ------------- ------- -----------
Amazon Sites 23,735 48.0% 22.1
------------ ------ ---- ----
Otto Gruppe 12,389 25.0% 20.9
----------- ------ ---- ----
Apple.com Worldwide
Sites 6,700 13.5% 9.3
------------------- ----- ---- ---
Bing Ciao 5,800 11.7% 2.3
--------- ----- ---- ---
eBay Shops
Deutschland 5,601 11.3% 7.1
------------ ----- ---- ---
Top Retail Properties in Ireland by Total Unique Visitors (000)
January 2011
Ireland - Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Unique Average
Visitors Minutes per
Site (000) % Reach Visitor
---- ------------- ------- -----------
Amazon Sites 566 27.9% 14.0
------------ --- ---- ----
Apple.com Worldwide
Sites 283 13.9% 7.8
------------------- --- ---- ---
Home Retail Group 225 11.1% 18.8
----------------- --- ---- ----
ASOS Plc 170 8.4% 33.1
-------- --- --- ----
Ticketmaster 144 7.1% 8.4
------------ --- --- ---
Top Retail Sites in the Netherlands by Total Unique Visitors (000)
January 2011
Age 15+ - Home and Work Locations
Source: comScore Media Metrix
Total Unique Average
Visitors Minutes per
Site (000) % Reach Visitor
---- ------------- ------- -----------
Bol.com 3,485 29.2% 11.4
------- ----- ---- ----
Apple.com Worldwide
Sites 2,290 19.2% 7.9
------------------- ----- ---- ---
Amazon Sites 2,251 18.8% 5.0
------------ ----- ---- ---
Wehkamp 1,860 15.6% 20.8
------- ----- ---- ----
AH.NL 1,460 12.2% 7.5
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comScore to Speak at Emerce eRetail
comScore VP Professional Services Guido Fambach and Senior Account Manager Henk Pleiter will be speaking at Emerce eRetail in Bussum, the Netherlands, on Tuesday, March 22, 2011. Mr. Pleiter will be providing insights into the state of online retail in the Netherlands, as well as an overview of broader e-commerce trends seen in 2010. Mr. Fambach will explain the importance of having comprehensive web analytics for online retailers to be able to make the most of their online marketing and sales channels. If you are planning on attending and would like to arrange an interview with Mr. Fambach or Mr. Pleiter, please contact Helen Azevedo on worldpress@comscore.com.
About comScore
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