LONDON, June 11 /PRNewswire/ --
- Social Networking Sites such as Facebook.com, Bebo.com, and Tagged.com
are Favored
comScore, a leader in measuring the digital world, today released a
report examining the online activities of people age 15 to 25 in the U.K.,
finding that they were 25% more likely to be online than the general
population and spent 24% more time online than the average Internet user in
April 2007.
"The higher use of the Internet among those aged 15 to 24 reflects the
fact that this age group has grown up online, demonstrating how integral the
Internet is to their lives," said Bob Ivins, EVP and managing director of
comScore Europe.
U.K Online Population - Pages Viewed and Time Spent
April 2007
Total U.K., Age 15+ - Home and Work Locations
Source: comScore World Metrix
Share of Share of Online
Age General Online Population
Group Population(i) Population Index(ii)
15-24 16% 20% 125
25-34 15% 19% 125
35-44 19% 23% 125
45-54 16% 19% 119
55+ 34% 18% 53
Age Share of Page View Share of Time Time Spent
Group Page Views Index(iii) Spent Index(iii)
15-24 24 % 122 25 % 124
25-34 20 % 103 19 % 98
35-44 24 % 101 23 % 99
45-54 19 % 96 20 % 101
55+ 13 % 75 14 % 76
(i) U.K. population, age 15+, cited from U.S. International Database
(http://www.census.gov/ipc/www/idbnew.html)
(ii) Online population indexed to offline population by age group
(iii) Page views and time spent indexed to share of online population
"The fact that teens and young adults in the U.K. over-index in
engagement metrics like time spent and page-views is an indication of their
comfort with the Internet compared to the average user. Younger people use
the Web for communications, content, community and commerce more than other
age segments," commented Ivins.
The five most popular sites for the 15 to 24 year age group mirrored
those for the general population except for the fifth position where Fox
Interactive Media, whose property MySpace boosted it to fifth place over BBC
Sites, the fifth-most popular property for the overall U.K. online audience.
Top U.K. Properties by Age Group
Ranked by Unique Visitors (000)
April 2007
All U.K. - Home and Work Locations
Source: comScore World Metrix
Age 15-24 Age 15+
Unique
Unique Visitors Visitors %
(000) % Reach (000) Reach
Google Sites 5,934 95.9 Google Sites 27,374 87.9
Microsoft Sites 5,890 95.2 Microsoft Sites 26,950 86.5
eBay 4,462 72.1 eBay 21,563 69.2
Yahoo! Sites 4,018 64.9 Yahoo! Sites 20,094 64.5
Fox
Interactive
Media 3,954 63.9 BBC Sites 17,888 57.4
The comScore study revealed that many of the sites with particular appeal
to the 15 to 24 age segment fall into the Social Networking category,
including Facebook.com, Bebo.com and Tagged.com. Other properties with strong
teen and young adult appeal include ARTISTdirect Network and Alloy, which are
news and entertainment sites.
"Web properties with a significant proportion of younger visitors
represent an opportunity for advertisers to efficiently reach a younger
audience with a targeted message," stated Ivins.
Top 5 U.K. Youth Properties
Ranked by Composition Index of Unique Visitors(i)
April 2007
Total U.K., Age 15-24- Home and Work Locations
Source: comScore World Metrix
Composition Unique Average Visits per
Index UV(i) Visitors % Reach(iii) Visitor(iiii)
(000)(ii)
FACEBOOK.COM 251 1,841 29.7 20.8
BEBO.COM 215 3,545 57.3 24.1
Alloy 211 989 16.0 2.8
TAGGED.COM 187 957 15.5 3.1
ARTISTdirect 186 1,695 27.4 2.9
Network
(i) Percentage of unique visitors age 15 to 24 years old for a site,
indexed to the percentage of unique visitors age 15 to 24 years old in the
total online audience.
(ii) Number of unique visitors (000), age 15 to 24 years old.
(iii) Percent reach for the age 15 to 24 year-old online audience.
(iiii) Average visits per 15-24 year-old visitor.
About comScore
comScore, Inc. is a global leader in measuring the digital world. This
capability is based on a massive, global cross-section of more than 2 million
consumers who have given comScore permission to confidentially capture their
browsing and transaction behaviour, including online and offline purchasing.
comScore panelists also participate in survey research that captures and
integrates their attitudes and intentions. Through its proprietary
technology, comScore measures what matters across a broad spectrum of
behaviour and attitudes. comScore analysts apply this deep knowledge of
customers and competitors to help clients design powerful marketing
strategies and tactics that deliver superior ROI. For more information,
please visit www.comscore.com.
Web site: http://www.comscore.com
comScore, Inc.
Bob Ivins of comScore, Inc., +44-(0)-207-099-1761, bivins@comscore.com
