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BizReport : Research : April 17, 2012


Europeans a sporty bunch, finds comScore

When it comes to entertaining ourselves online, a growing number of people are looking to sports. In the US, the big draw is usually football or basketball, but our neighbors across the pond are also racking up the minutes on sports sites. According to new data from comScore 46% of online Europeans visited sports sites in February 2012.

by Kristina Knight

The European audience is made up of more than 386 million consumers according to comScore; each spent more than 28 hours online during the month. The highest concentration of sports fans are in Turkey and Ireland, according to the report, but more than 177 million Europeans visited sports websites in February.

Here's a sample of the breakdown:

• Sports sites hold a 70% reach in Turkey and a 69% reach in Ireland
• Spanish (65% reach) and UK (64% reach) consumers are also sports fans
• Men consumed 68 minutes of sports content online; 58% of sports site visitors were male
• Women consumed 36 minutes of sports content online
• Older women (aged 45-54) spent just over 40 minutes on sports content

As for overall time spent online, the Russian Federation leads the way with more than 54 million unique users spending 26.7 hours online. Germany, France and the UK are also in the top five. The UK, Turkey and the Netherlands lead the time-spent online category, with more than 32 hours per viewer. Spending the least amount of time online are Austrian (15 hours per user), Italian (18 hours per user) and Swiss (19.5 hours per user) consumers.






Tags: comScore, Europe, European online trends, online content trends, sports content, time spent online








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