LONDON, May 23 /PRNewswire/ --
- Males are Predominant Users of Online Personals in Nordic Region
comScore, a leader in measuring the digital world, today announced theresults of an analysis of visitation to dating sites in the Nordic region(Denmark, Finland, Norway and Sweden) based on data from its comScore WorldMetrix service. According to the study, online dating and personals sitesattracted an average of 2.2 million Nordic visitors per month during Q1 2007,an increase of 3 percent versus one year ago.
The Match.com Network of sites (headquartered in the U.S.) led thecategory among Nordic visitors, attracting an average of 573,000 uniquevisitors per month during Q1 2007. This was followed by Danish site Dating.dkwith an average of 309,000 Nordic visitors per month and the MeetIC Networkwith an average of 241,000 Nordic visitors per month during the quarter.
"The personals category has now fully established itself in the Nordicregion, with an average of one in six Nordic Internet users visiting apersonals site in any month during the first quarter," said Bob Ivins,Managing Director, comScore Europe. "Match.com is proving to be the mostpopular network of dating sites, with a significant presence in each Nordiccountry and attracting 26 percent of all visitors to the category."
Nordic Personals Sites, by Unique Visitors in Nordic Region, Age 15+(i) Average Monthly Unique Visitors, Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Average Monthly Category Unique Visitors Reach During Q1 2007 (%)(ii) (000) Total Internet Population -- Nordic Region 13,475 -- Personals Category 2,180 100 % Match.com Network(iii) 573 26 % DATING.DK 309 14 % MeetIC Network(iii) 241 11 % DKBN.DK 235 11 % E-KONTAKT.SE 164 8 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Percent of Personals category users who visited the individual site (iii) Based on core sites plus online partnerships, represented in comScore data as custom entities
Male Online Daters Outnumber Females in Nordic Countries
comScore also examined the demographic profiles of visitors to the topfive dating sites in the Nordic region, finding that a majority of users weremale. In fact, more than 60 percent of the users of DKBN.dk and E-kontakt.se,the fourth and fifth most-visited dating sites, were male. The Match.comNetwork and Dating.dk, however, had more balanced male-to-female ratios.
Demographic Breakdown of Unique Visitors (000), Age 15+(i), to Nordic Personals Sites Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Average Male Average Female Proportion Proportion Unique Visitors Unique Visitors of Total of Total per Month (000) per Month (000) (Male) (Female) Q1 2007 Q1 2007 Match.com Network(ii) 306 268 53 % 47 % DATING.DK 156 153 51 % 49 % MeetIC Network(ii) 138 103 57 % 43 % DKBN.DK 148 87 63 % 37 % E-KONTAKT.SE 100 64 61 % 39 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Based on core sites plus online partnerships, represented in comScore data as custom entities
The age profile of visitors to the personals category revealed thatDKBN.dk skewed the youngest, with 45 percent of users under the age of 25,while E-Kontakt.se and the Match.com Network showed a more even distributionof visitors across all age groups.
Demographic Breakdown of Unique Visitors (000), Age 15+(i), to Nordic Personals Sites Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Match.com Dating.dk MeetIC DKBN.dk E-Kontakt.se Network(ii) Network(ii) Persons: 15-24 19 % 19 % 24 % 45 % 19 % Persons: 25-34 15 % 25 % 19 % 24 % 17 % Persons: 35-44 24 % 21 % 20 % 13 % 19 % Persons: 45-54 20 % 21 % 12 % 4 % 20 % Persons: 55+ 23 % 13 % 25 % 14 % 24 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Based on core sites plus online partnerships, represented in comScore data as custom entities
About comScore
comScore, Inc. is a global leader in measuring the digital world. Thiscapability is based on a massive, global cross-section of more than 2 millionconsumers who have given comScore permission to confidentially capture theirbrowsing and transaction behaviour, including online and offline purchasing.comScore panelists also participate in survey research that captures andintegrates their attitudes and intentions. Through its proprietarytechnology, comScore measures what matters across a broad spectrum ofbehaviour and attitudes. comScore consultants apply this deep knowledge ofcustomers and competitors to help clients design powerful marketingstrategies and tactics that deliver superior ROI. comScore services are usedby more than 700 clients, including global leaders such as AOL, Microsoft,Yahoo!, Verizon, Best Buy, The Newspaper Association of America, TribuneInteractive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the UnitedStates Postal Service, Merck and Expedia. For more information, please visithttp://www.comscore.com.
Web site: http://www.comscore.com
comScore, Inc.
Bob Ivins of comScore, +44-(0)207-099-1761, bivins@comscore.com
