According to comScore, Europe witnessed 376.6 million unique visitors going online in October 2011 for an average of 27.8 hours per person.
The study researches usage of internet in 49 European markets, categorised as the European region, and provides individual reporting on 18 markets. The study also analysed the online behaviour of mothers, defined as females age 25 and older with children in the household, showing their strong inclination to visit retail sites.
A demographic analysis of UK mothers (females age 25 and older with at least one child under 18 in the household) showed that they are 82% more likely to visit retail toys sites (index of 182) than the average internet user, making it the top indexing category amongst this consumer segment.
Following it were segments of flowers/gifts/greetings and fragrances/cosmetics with indices of 167 and 164, respectively.
Google Sites was the top online destination in Europe in October 2011, attracting 346m unique visitors, or 92% of the total European online audience. Online video destination Vimeo had the fastest audience growth, increasing by 49% percent to 18.4m visitors. For the second consecutive month EA Online appeared in the top 5, growing by 30% from September to October, nearly double its 16% growth rate between August and September.
