Facebook’s European dominance

Facebook friendships in Europe

Facebook friendships in Europe visualised

I came across an interesting Comscore report on social networks in Europe a while back and have been meaning to blog about it ever since.

That social networks are hugely popular with online Europeans is one of the more obvious observations in the Europe Digital Year in Review – it’s perhaps up there with the conclusion that Facebook leads the pack.

But Comscore does provide some useful detail on this, noting that Mark Zuckerberg’s site is the top social network in 15 of the 18 countries surveyed.

Only the Netherlands, Poland and Russia prefer local social networks to Facebook.

Nevertheless Europeans still spend more of their online time – nearly 12% – visiting Facebook than any other website.

European digital review

Comscore’s 2010 Europe Digital Year in Review report, released in late February, covered online trends in 18 European countries looking beyond social networking to find:

• The Netherlands and United Kingdom spend the most time online – approximately 25% more than the European monthly average of 24.3 hours.

• France, the UK and Italy led local markets in the use of online coupons and deals last year, with Italy showing the highest gain (15%) in coupon site usage

• Smartphone penetration in the UK, France, Germany, Spain, and Italy grew in 2010 to reach 31.1% of mobile users, fuelled by high rates of adoption of smartphones powered by Apple’s or Google’s operating systems.

The report covered online trends in Austria, Begium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and the UK.

Comscore’s 2010 Europe Digital Year in Review can be downloaded here.

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