Europe's love for digital media is rivaled only by Asia Pacific
Tuesday 01 March 2011
Europeans are embracing digital lifestyles. They are actively engaging in online activities like search and video, are addicted to their mobile phones and are avid social networkers.
"Europe is currently the world's second largest digital market behind Asia Pacific and Europeans continue to embrace new online and mobile offerings," said Wolf Allisat, comScore EVP for International Markets in a report on the 2010 Europe Digital Year In Review released on February 24.
In 2010 Europe succumbed to the social networking hype. Europe experienced a 10.9 percent increase in social networking penetration - the highest gain in any global region in the world.
Local social networks continued to be popular in the Netherlands, Poland, and Russia, but Facebook reigned in the other 15 markets.
In 2010 the average European spent around 24.3 hours a month online; however, levels of engagement were much higher in the Netherlands and United Kingdom, where people spent approximately 25 percent more time online.
The use of coupon-based websites like Groupon has exploded in Europe over the last year, with visits to coupon sites growing by 162 percent.
"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," said comScore.
European consumers were not just focused on the computer screen in 2010 - they also snapped up smartphones. In the UK, France, Germany, Spain and Italy, smartphone penetration reached 31.1 percent of mobile users.
A second report by comScore, the Mobile Year in Review, published in February, found that smartphone ownership in the US reached 27 percent in December 2010.
ComScore's 2010 Europe Digital Year in Review tracked technology adoption and digital media trends in Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, and the United Kingdom from December 2009 to December 2010.
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