The European Internet Statistics Compendium is a comprehensive collection of the most recent statistics and market data publicly available on online marketing, e-commerce, the internet and related digital media within the region. It is part of Econsultancy's Internet Statistics Compendium package and is updated monthly. The geographical regions covered include: * Belgium * France * Germany * Ireland * Italy * Poland * Portugal * Russia * Spain * Turkey The report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date. There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch. Areas covered in Econsultancy's statistics documents include: * Affiliate Marketing * Internet Advertising * Web Analytics * Social Media * Search Marketing * Mobile * Email Marketing * E-commerce * Customer Experience * Technology Adoption (Including: Video market size and growth trends, Video On Demand/Catch Up TV, User generated video and video sharing, Audio market size and growth trends, Downloading music, Online radio, RSS, Site performance, Site speed and availability, User technology, Desktop browsers, Mobile browsers, Pop-up blockers, Operating systems, Flash penetration) * Demographics (Including: Global reach/penetration of interactive services, Media consumption figures – internet and other media, Broadband adoption, Broadband’s effect on e-commerce, Usage patterns by location, Age and gender usage variations, What users are doing and looking at online, Instant messaging (IM), Voice over Internet Protocol (VoIP), Gaming, Podcasts)

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Internet Statistics
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Sample only, please download the full report from:
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Sample document
Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.

2. Internet Statistics
Compendium
Sample document
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3. Contents
1. About this report .............................................................. 7
1.1. About Econsultancy .................................................................... 8
2. Usage and Demographics ................................................ 9
2.1. Global reach / penetration of interactive services ..................... 9
2.2. Media consumption figures: internet and other media ............ 13
2.2.1. Internet security..................................................................... 14
2.3. Connection speeds...................................................................... 15
2.4. Broadband adoption ..................................................................16
2.4.1. Levels of connectivity and broadband penetration ............... 16
2.5. Age and gender usage variations ...............................................18
2.6. What users are doing and looking at online ..............................18
2.6.1. What users are going online for............................................. 18
2.7. Instant messaging (IM) .............................................................. 21
2.7.1. Voice over internet Protocol (VoIP) ...................................... 21
2.8. Gaming ...................................................................................... 22
2.9. Podcasts ..................................................................................... 22
3. Video .............................................................................. 23
3.1. Market size and growth trends ................................................. 23
3.2. User generated video and video sharing .................................. 24
4. Audio .............................................................................. 25
4.1. Downloading music ................................................................... 25
4.2. Online radio ............................................................................... 25
5. Social Media ................................................................... 26
5.1. Social networking ...................................................................... 26
5.1.1. Market growth and trends ..................................................... 26
5.1.2. Twitter .................................................................................... 32
5.1.3. Facebook ................................................................................ 38
5.1.4. YouTube .................................................................................40
5.1.5. LinkedIn ................................................................................. 41
5.2. Blogging ..................................................................................... 42
5.3. Ratings and reviews .................................................................. 46
5.4. User generated content ............................................................. 50
5.5. Widgets ....................................................................................... 51
5.6. Online PR and reputation monitoring ...................................... 52
5.7. Viral marketing.......................................................................... 52
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4. 5.8. Social gaming ............................................................................ 53
5.9. Social media and mobile ........................................................... 54
6. E-commerce ................................................................... 55
6.1. Market size and growth trends ................................................. 55
6.1.1. Online banking ....................................................................... 56
6.2. Conversion rates ........................................................................ 56
6.2.1. Shopping carts / dropout rates .............................................. 57
6.2.2. Site content optimisation....................................................... 57
6.3. Christmas ................................................................................... 58
6.3.1. 2009 ....................................................................................... 58
6.3.2. 2008 ....................................................................................... 58
6.4. B2B e-commerce ....................................................................... 58
6.5. Security and fraud ..................................................................... 59
6.6. Fulfilment and delivery ............................................................. 59
6.7. Online customer service ............................................................ 59
6.8. Mobile e-commerce ................................................................... 60
6.9. Social e-commerce .....................................................................61
7. Multichannel Marketing / Commerce ........................... 63
7.1. The business case for multichannel .......................................... 63
7.2. How online drives offline sales ................................................. 64
7.3. Use of offline channels to drive online sales ............................ 65
8. Customer Experience and Customer Engagement ....... 66
9. Usability ......................................................................... 68
10. Search Engine Marketing .............................................. 69
10.1. Overall market figures ............................................................... 69
10.2. Local search ............................................................................... 70
10.3. Natural search / SEO / organic search ...................................... 71
10.4. Paid search / pay per click (PPC) .............................................. 74
10.5. Search conversion rates ............................................................ 76
10.6. Click fraud ..................................................................................77
10.7. Mobile search ............................................................................ 78
11. Email Marketing ............................................................ 79
11.1. Market size and growth trends ................................................. 79
11.2. Plain vs. HTML .......................................................................... 84
11.3. Deliverability/delivery rates ..................................................... 85
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5. 11.4. Open rates.................................................................................. 87
11.5. Click-through rates (CTR) / response rates ............................. 89
11.6. Use and effect of relevance and targeting ................................. 90
11.7. Opt-in/opt-out (permission marketing) ................................... 92
11.8. Unsubscribe ............................................................................... 92
11.9. Spam, virus email, spyware, phishing ...................................... 92
11.10. Transactional emails ................................................................. 94
12. Internet Advertising....................................................... 95
12.1. Market size and growth trends ................................................. 95
12.2. Advertising formats ................................................................... 97
12.3. Online advertising response rates ............................................ 98
12.4. View-through rates .................................................................. 100
12.5. Brand and brand metrics ........................................................ 100
12.6. Targeting ................................................................................... 101
12.7. Online advertising rates ........................................................... 101
12.8. Online advertising networks .................................................... 101
12.9. Video advertising ...................................................................... 101
13. Affiliate Marketing ....................................................... 103
13.1. Market size and trends ............................................................ 103
13.2. Affiliate revenue ...................................................................... 104
13.3. Linking methods and tracking ................................................ 104
13.4. Merchant and product selection ............................................. 105
14. Web Analytics .............................................................. 106
14.1. Market size and trends ............................................................ 106
14.2. The business case for web analytics ........................................ 106
14.3. Web analytics tools ...................................................................107
15. Site Performance and User Technology ...................... 108
15.1. Site speed and availability ....................................................... 108
15.2. Domain names......................................................................... 108
15.3. User technology (browsers) .................................................... 109
15.4. Mobile browsers ........................................................................111
15.5. Operating systems .................................................................... 113
15.6. JavaScript ................................................................................. 114
15.7. Display / screen resolution ...................................................... 115
15.8. Flash / Java / QuickTime penetration..................................... 116
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6. 16. Mobile ........................................................................... 117
16.1. Mobile growth trends ............................................................... 117
16.1.1. Market size and demographics ............................................. 117
16.1.2. SMS ...................................................................................... 126
16.1.3. MMS and camera phones .................................................... 126
16.1.4. Mobile video ......................................................................... 126
16.1.5. Mobile audio ........................................................................ 127
16.1.6. Mobile applications.............................................................. 128
16.2. Mobile advertising .................................................................... 131
16.2.1. Advertising spend ................................................................. 131
16.2.2. Advertising impressions ...................................................... 132
16.2.3. Advertising recall ................................................................. 132
16.2.4. Advertising response ........................................................... 133
16.3. Mobile internet .........................................................................134
16.3.1. The iPad ............................................................................... 137
17. Acknowledgements ...................................................... 139
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7. 1. About this report
Econsultancy‟s Internet Statistics Compendium is a collection of the most recent statistics and
market data publicly available on online marketing, e-commerce, the internet and related digital
media. The report is a one-stop shop for internet stats to help you quickly track down the latest
data.
The compendium is available as seven main reports, split across different geographical regions:
 Asia-Pacific
 Europe
 Global / International
 Latin America
 Middle East and North Africa
 North America
 United Kingdom
Statistics and data about the following topics are also included as separate reports:
 Affiliate Marketing  Mobile
 Customer Experience  Search Marketing
 Demographics  Social Media
 E-commerce  Technology Adoption
 Email Marketing  Web Analytics
 Internet Advertising
The information contained – including charts and graphs – is taken both from proprietary
Econsultancy data and from third party sources, credited throughout the document and in the
acknowledgements at the end of each report.
If there is data that you feel is inaccurate, missing, or incorrectly credited then please get in touch
with Econsultancy‟s Research Director Linus Gregoriadis: linus@econsultancy.com or phone +44
(0)20 7269 1450. Likewise, if you would like to contribute data or research then contact us.
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8. 1.1. About Econsultancy
Econsultancy is a digital publishing and training group that is used by more than 200,000
internet professionals every month.
The company publishes practical and timesaving research to help marketers make better
decisions about the digital environment, build business cases, find the best suppliers, look smart
in meetings and accelerate their careers.
Econsultancy has offices in New York and London, and hosts more than 100 events every year in
the US and UK. Many of the world's most famous brands use Econsultancy to educate and
train their staff.
Some of Econsultancy‟s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin
Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.
Join Econsultancy today to learn what‟s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You
can also contact us online.
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9. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
2. Usage and Demographics
2.1. Global reach / penetration of interactive services
 Global online population forecast by region for 2014. [Source: Forrester, November 2010]
 Share of global audience by region. [Source: comScore, September 2010]
Sample only, please download the full report from:
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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010

10. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
2.2. Media consumption figures: internet and other media
 Over 40% of internet users already listen to or watch conventional TV while surfing the net.
[Source: TGI, via MediaTel, July 2010]
 Although men are in the majority across the global internet, women spend about 8% more
time online, averaging 25 hours per month on the Web. [Source: ComScore, July 2010]
 Television is “a universally important platform for video consumption”, with connected
consumers in many markets spending 4+ hours per day watching television. [Source: How we
watch: the global state of video consumption, Nielsen, July 2010]
 Average daily media consumption [Source: Council For Research Excellence via Mediabrands
Worldwide, July 2009]
Sample only, please download the full report from:
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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010

11. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
2.3. What users are doing and looking at online
2.3.1. What users are going online for
 Top 10 Countries for entertainment news. [Source: comScore, November 2010]
 Worldwide internet users spend 4.6 hours using social media a week, compared to 4.4 hours
using email. [Source: TNS, October 2010]
 48% of online users are reading content (articles, blogs, websites). [Source: CMB Consumer
Pulse, September 2010]
 49% of online users are reading and writing emails. [Source: CMB Consumer Pulse,
September 2010]
Sample only, please download the full report from:
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12. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
 Consumers willing to pay for content [Source: Changing Models: A Global Perspective on
Paying for Content Online, Nielsen, February 2010]
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13. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
 Sharing paid content online [Source: Changing Models: A Global Perspective on Paying for
Content Online, Nielsen, February 2010]
3. Video
2.4. Market size and growth trends
 Online video: approximately 70% of global online consumers watch online video; but North
Americans and Europeans lag in adoption. [Source: How People Watch: The Global State of
Video Consumption, NielsenWire, August 2010]
– More than half of global online consumers watch online video in the workplace.
 Online video: approximately 70% of global online consumers watch online video; but North
Americans and Europeans lag in adoption. [Source: How we watch: the global state of video
consumption, Nielsen, July 2010]
Sample only, please download the full report from:
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14. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
 Online video ads have a 65% general recall compared to 46% for TV ads. Brand recall online is
also higher at 50%, compared to TV‟s 28%. Message online recall is 39%, compared to TV's
21%. Likability is at 26% online, compared to TV's 14%. Consistently, online ads had more
impact on consumers. [Source: Nielsen video study, via Econsultancy blog, April 2010]
6. Social Media
6.1 Social networking
2.4.1. Market growth and trends
 Globally, women spend 30% more time on social networking sites than men. Women average
5.5 hours per month compared to men‟s 4 hours. [Source: ComScore, July 2010]
 37% of UK smartphone users have a social networking app on their phones which they use at
least once a week. [Source: Initiative, June 2010]
Sample only, please download the full report from:
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15. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
2.4.2. Twitter
 Twitter‟s global reach [Source: Business Insider, October 2010]
 Twitter claim to have 190 million users and that there are some 65 million tweets a day.
[Source: Econsultancy blog, July 2010]
 75% of Twitter traffic is generated from outside of twitter.com. [Source: Econsultancy blog,
July 2010]
2.4.3. Facebook
 40% of respondents clicked the „like‟ button for, or „liked‟, a company, brand or association on
Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
 There are more than 60 million status updates on Facebook everyday. [Source:
Facebook, August 2010]
 30 billion pieces of content (web links, news blogs etc) are shared each month on Facebook.
Sample only, please download the full report from:
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16. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
7. E-commerce
2.5. 7.1 Market size and growth trends
 Retail site penetration across markets. [Source: comScore, October 2010]
2.6. Conversion rates
 Photos of people on a website can help double conversion rates. [Source: Think Vitamin, via
GetElastic, October 2010]
 70% of companies surveyed by Econsultancy said that their conversion rates had improved
during 2009. [Source: Econsultancy RedEye Conversion Report, October 2009]
2.6.1. Shopping carts / dropout rates
 Only 34% of companies surveyed by Econsultancy perform shopping cart abandonment
analysis. [Source: Econsultancy RedEye Conversion Report, October 2009]
 46% of companies found shopping cart abandonment analysis to be highly valuable, while
another 47% found it to be quite valuable. [Source: Econsultancy RedEye Conversion Report,
October 2009]
Sample only, please download the full report from:
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17. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
11. Search Engine Marketing
11.1 Overall market figures
 35% of online shoppers visited a particular etailer thanks to their visibility on search engines.
[Source: eCommera, via Econsultancy blog, August 2010]
 Google‟s image search is now receiving over 1bn page views each day. [Source: NetImperative,
July 2010]
– The search engine now has over 10bn pictures in its archive, which first launched in 2001
with only 250m.
 The global market for SEM market is projected to reach US$50.68 billion by 2015. [Source:
SEM Global Business Strategy Report, Global Industry Analysts, June 2010]
2.7. 12. Email Marketing
2.8. 12.1 Market size and growth trends
 How marketers send emails [Source: Emailing in the Dark, ReturnPath, April 2010]
Sample only, please download the full report from:
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18. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
 Budget changes 2010: Email Acquisition [Source: ExactTarget/Econsultancy supplemental
survey data: Marketing Budgets 2010: Effectiveness, Measurement and Allocation, February
2010]
 54% of organisations are planning to increase their email marketing budgets during 2010.
[Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010]
 Around 90 trillion emails were sent through the internet in 2009. [Source: Pingdom, January
2010]
 The average number of email messages per day is about 247 billion. [Source: Pingdom,
January 2010]
Sample only, please download the full report from:
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19. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
14. Internet Advertising
2.9. Market size and growth trends
 Global internet advertising revenue was around $54 billion dollars in 2009. [Source: Morgan
Stanley, via Business Insider, November 2010]
 Facebook took 16% of the display ad market in the first quarter of 2010, up from 11% in the
fourth quarter of 2009. [Source: comScore, via Econsultancy blog, July 2010]
2.10. Online advertising response rates
 Impact of various calls to action [Source: Dynamic Logic, September 2009]
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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010

20. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
14. Mobile
14.1 Mobile growth trends
14.1.1 Market size and demographics
 The number of smartphones in use globally is expected to hit 1.7 billion by 2013. [Source:
Analysys Mason, July 2010]
 Android 2.1 is now on 59.7% of Android phones. [Source: theNextWeb, August, 2010]
– Android 2.2 is now installed on 4.5% of Android handsets
– 1.5 and 1.6 still account for 35.6% of all Android devices
 Top mobile devices, year on year [Source: Mobile metrics, Admob, May 2010]
14.1.2 SMS
 Approximately 58% of mobile operators believe SMS and MMS-based messaging will be one
of the top 3 forms of marketing/advertising by 2015. [Source: Airwide Solutions, November
2010]
 Forrester Research says that SMS campaigns regularly get response rates of 5% to 25%.
[Source: Forrester Research, May 2009]
Sample only, please download the full report from:
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21. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
14.2 Mobile advertising
14.2.1 Advertising impressions
 Worldwide requests from Android devices increased 97% from October to December.
[Source: Experian Hitwise, January 2010]
 In June 2009, AdMob served ads on more than 16m unique iPhone and iPod Touch devices
worldwide. [Source: AdMob, June 2009]
14.2.2 Advertising response
 61% of mobile operators predict coupons and vouchers to be the most widely accepted form of
mobile marketing/advertising by 2015. [Source: Airwide Solutions, November 2010]
 Women are 85% more likely to respond to mobile advertising than men. [Source: GfK /
Limbo via ReadWriteWeb, February 2009]
14.3 Mobile internet
 Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide, with
market share heading towards 50% over the next 3-5 years. [Source: comScore, September
2010]
15. Acknowledgements
Econsultancy would like to thank the following organisations and individuals for information:
Thomson Intermedia Blendtec NetExtract Talisma
Channel Advisor eGain Royal Mail Ingenio
Datran Media Essential Research Nielsen Monitor-Plus Tapp, A.
BSA Henley Centre PQ Media De Vos& Jansen
eGovernment News Logan Tod & Co. Postini Enquisite
Princeton Survey Research M-Metrics
eCircle Kontraband
Associates International
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Internet Statistcs Compendium Sample Page 18
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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010

22. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
EIAA London Business School Thomson Intermedia Mobile Data Association
360i eDigital Lyris Technologies Prospectiv
Accessibility Forum Elogisitcs Magazine M:Metrics PwC
Quaestor Research and
ACNielsen Email Systems Macromedia Marketing Strategists
Actinic EmailLabs Makovsky & Co Questus
Admap EmailMonitor Marketing magazine Rax.ru
AdTech AG eMarketer Marketing Week RCT Analytics
AlchemyWorx Empirix MarketingProfs Receptional
Employers’ Forum on Responsys
Amazon MarketingSherpa
Disability
Analysys International Enpocket MarketingVox Return Path
Anti-Phishing Group Enquiro McKinsey Revenue Science
Entertainment Media Revolution
AOL MediaBuyerPlanner
Research
AOP Epsilon Interactive Media Contacts RightNow Technologies
AP Equi-Media MediaPost RNIB
APACS eROI Merchant Risk Council Royal Mail
Atlas eTForecasts Merrill Lynch Russell Research
Axon Publishing Eyeblaster MetaPack Scarborough Research
Bango Financial Times Millward Brown SciVisum
BARB Forrester Mintel Search Engine Guide
B2B Marketing Foviance Microsoft bCentral SearchEngineWatch
BBC Fireclick Index MMXI SearchIgnite
BCG Gallup Mobile Data Association SEMPO
BCS Gartner Motorola Sento Corp
Sample only, please download the full report from:
http://econsultancy.com/reports/internet-statistics-compendium
Internet Statistcs Compendium Sample Page 19
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010

23. Important
This sample document is intended to give an indication of the type of data
covered in the Internet Statistics Compendium and how information is
presented. The content within each individual statistics document varies,
depending on the availability of data.
Ben Edelman GetSafeOnline MSN SEO-PR
Benchmark Research GfK market research Mutual Points Silicon.com
Bernstein Research GMI silverPOP
Bigfoot Interactive Goldman Sachs Nakamura Communications
BIGResearch Gomez Net.Applications.com Site Confidence
BizRate/Shopzilla Google National Sales Association SiteIntelligence
Bloglines Group M National Statistics Sky
ClickZ IMRG Oneupweb Thomas, Townsend & Kent
Online Publishers TNS
comScore IMS Research
Association
Commtouch Informa Telecoms & Media ONS Touch Clarity
Coremetrics InsightExpress Overture Unica
Cornell University Intel Panlogic Universal McCann
Cranfield School of Interpublic Paypal University of Oxford
Management
CyberSource IPA PCPRO Useit.com (Jakob Nielsen)
Dave Chaffey iProspect Pew Webroot
Deloitte Ipwalk Pheedo WebSideStory
Deutsche Bank iResearch PhoCusWright Wireless World Forum
Digital Strategy Consulting iMedia Connection Point Topic Workplace Print Media
DoubleClick IRN Research Piper Jaffray & Co Yahoo!
DirectGov ITFacts Pingdom Yankee Group
If you feel any individual statistics have been inappropriately or inaccurately reproduced, or if you
would like your organisation and data added / removed from the compendium, please contact
Linus Gregoriadis, email: linus@econsultancy.com
Sample only, please download the full report from:
http://econsultancy.com/reports/internet-statistics-compendium
Internet Statistcs Compendium Sample Page 20
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010