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March 22, 2013

Digital engagement by European consumers on steady rise: comScore

ComScore reveals that the media landscape is being redefined through the use of mobile, internet-enabled devices by European consumers.

By CBR Staff Writer

Digital engagement by European consumers including web usage, online video, mobile and search are on the rise, according to comScore’s 2013 Europe Digital Future in Focus report.

comScore Europe Industry Relations chief advisor, Paul Goode ,said advertisers, agencies and media owners need to understand the rising number of multi-platform consumers and the more complex digital ecosystem that has developed over the past years.

"Insights about key trends and underlying drivers enable clients to manage their digital investments effectively," Goode said.

According to the report, about 408.3 million European consumers used the desktop-based internet in December 2012, reporting 7% rise over the past year, while Turkey witnessed youngest European internet audience with 70% aged under 35.

Russia has the largest internet audience from Europe with 61.3 million, while Italy’s internet audience rose 17%.

Nearly 57% of mobile users in the EU5 (France, Germany, Italy, Spain and UK) owned a smartphone, while about 66% of mobile audience in Spain had adopted smartphones.

Online video audience in the EU5 rose 5% over the past year, while mobile video viewers increased 162% since December 2011.

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Consumers’ time spent on news sites rose 10% among European internet users.

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