177.1 million internet users (45.8 percent reach) in Europe visited a Sports site in February, representing an increase of 15 percent in the past year. Sports sites reached 70.7 percent (16.4 million users) of the internet audience in Turkey, the highest penetration for the category across Europe. Globally, Turkey ranked a close second for penetration of Sports sites behind only the United States (70.9 percent). Ireland also proved to have keen sports fans with nearly 70 percent of the online audience accessing these sites, followed by Spain (65.9 percent) and the UK (64.3 percent).
Males Nearly 2x More Engaged With Sports Sites
A demographic analysis of the internet users visiting Sports sites revealed that an average male user spent 68.0 minutes consuming sports content compared to an average female user who spent 36.5 minutes during the month. Males accounted for 58.7 percent (104.0 million users) of all users accessing Sports sites while females accounted for 41.3 percent (73.1 million users). 25-34 year old men exhibited the heaviest engagement with an average of 82.4 minutes per user surfing sports sites during the month. Interestingly, amongst women, the most engaged age group were the 45-54 year olds who spent 40.8 minutes on the category on average in February 2012.
European Internet Usage by Country
Below is a snapshot of European internet usage in the 18 reportable markets for which comScore provides individual reporting. The Russian internet audience continued to be the largest online market in Europe with 54.6 million users going online in February. The UK audience was the most engaged across Europe, with an average user spending 36.7 hours online. Turkey ranked first when it came to the average pages a user visited during the month (3,937 pages on average per visitor).
