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November 8, 2009

Microsoft sites top in total time spent online, says comScore

Windows Live Messenger represents nearly 70% of time spent on property in September

By CBR Staff Writer

Microsoft sites captured nearly 15% of time spent online worldwide in September, making it the most engaging global property, followed by Google sites and Yahoo! sites, according to new figures from market research firm comScore.

According to data from comScore’s World Metrix service, social media network Facebook.com, which sees significant growth, was the fourth most engaging destination with visitors spending 1.4 billion hours on the site in September; up by 193 % from the previous year. In September 2009, nearly 27 billion hours were spent on the internet globally by a record online population of 1.2 billion internet users between the age 15 and older.

As per study, Microsoft’s Windows Live Messenger represented nearly 70% of time spent on the property while Google sites captured 9.3 % of total minutes (2.5 billion hours), with YouTube accounting for nearly half of total time spent (1.2 billion hours) at the property.

A regional analysis of the top global properties in time spent by their visitors revealed different preferences across global markets. Microsoft sites held the largest share of time spent among the top worldwide properties in Europe (16.8%), Latin America (35.9%) and the Middle East – Africa (33.1%).

Yahoo! sites captured the largest share of time in North America with 11.2% share. Google sites commanded a strong share of time spent in Latin America (19.4%), Middle East – Africa (9.7%), Europe (9.6%) and North America (9.1%). China’s Tencent captured the largest share of visitors’ time in Asia Pacific with a 10.7% share, according to the study.

Jack Flanagan, executive vice president of comScore Media Metrix, said: The Internet continues to be a dynamic and growing environment around the world with the global online population climbing more than 20 percent in the last year.

With the U.S. economy only now emerging from a recession, many multinational corporations have shifted the focus of their growth strategies towards developing markets and the Internet represents an important aspect of those strategies. Understanding the global Internet landscape is the first step towards executing effective marketing strategies in these growing markets.

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