comScore, Inc
Apr 9, 2009

Japanese Internet Users Glued to Entertainment Sites

--Nicovideo Reports Highest Visitor Engagement of 20 Leading Entertainment Sites

TOKYO, April 9, 2009 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a report on the top entertainment sites in Japan based on data from the comScore World Metrix audience measurement service. In February 2009, nearly 74 percent of Japan's online population visited a site in the Entertainment category. Japanese Internet users spent nearly 15 percent of their total time online during the month on these sites, making the Entertainment category one of the most popular and engaging content categories.


"Entertainment sites, which include online video, TV and music destinations, continue to be among the most popular sites on the Web, benefitting from rapidly evolving technologies that have greatly improved the end-user experience," said Maru Sato, managing director of comScore Japan. "Many of the top entertainment sites manage to combine a large visitor base with heavy user engagement, making them particularly attractive venues for online marketers and advertisers to reach their target audiences."

Visitors Spend More Than Three Hours on Entertainment Sites Monthly

More than 45.7 million visitors visited an entertainment site in February, representing nearly 74 percent of the Japanese online population. had the largest audience with 21.7 million visitors, representing a reach of 35 percent. Other heavily trafficked entertainment properties included Sony Online (15.2 million visitors), iTunes Software Application (12.1 million visitors), (11.2 million visitors) and Fuji Television Network (7.5 million visitors).

Japanese visitors spent an average of nearly three and a half hours (201 minutes per visitor) at entertainment sites in February, with Japan ranking sixth among the 37 individual countries currently reported by comScore. Of the 20 most visited entertainment sites, led the ranking in terms of engagement with an average of 193 minutes spent per visitor on the popular video site during the month, followed closely by at 187 minutes.

    Top Entertainment Sites in Japan by Unique Visitors
    February 2009
    Total Japan Internet Audience*, Age 15+ - Home & Work Locations
    Source: comScore World Metrix

                                               Total                  Average
                                               Unique                 Minutes
                                              Visitors                  per
                                                (000)       Reach     Visitor

    Total Internet : Total Audience             62,052      100.0%     979.5
    Entertainment                               45,716       73.7%     201.1
    YOUTUBE.COM                                 21,701       35.0%     187.0
    Sony Online                                 15,205       24.5%      10.6
    iTunes Software (App)                       12,107       19.5%       N/A
    NICOVIDEO.JP                                11,246       18.1%     192.9
    Fuji Television Network                      7,454       12.0%       6.8
    Yahoo! Entertainment                         7,443       12.0%      28.9
    Yahoo! Music                                 6,994       11.3%      16.1
    Oricon                                       6,866       11.1%       5.0
    GYAO.JP                                      6,214       10.0%      32.8
    Yahoo! Movies                                4,745        7.6%       7.5
    TBS Group                                    4,550        7.3%       4.6
    Yahoo! TV                                    4,451        7.2%      10.3
    VEOH.COM                                     4,377        7.1%      54.8
    Nippon Television Network                    4,012        6.5%       5.3
    NHK.OR.JP                                    3,821        6.2%       9.1
    DAILYMOTION.COM                              3,728        6.0%      45.5
    WindowsMedia                                 3,546        5.7%       5.3
    PANDORA.TV                                   3,514        5.7%      63.9
    CBS Interactive                              3,443        5.5%       4.5
    TV-ASAHI.CO.JP                               3,277        5.3%       4.9

    *Excludes visits from public computers such as Internet cafes or access
     from mobile phones or PDAs.

About comScore

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SOURCE comScore, Inc.

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