RESTON, Va., March 10, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released the results of a study using its comScore Segment Metrix tool, which showed that heavy users of U.S. blog sites (i.e. "heavy bloggers") are significantly more likely than the average Internet user to consume news and entertainment content online.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

"As blogs continue to grow in both quality and audience size, both traditional and non-traditional advertisers are increasingly putting their online ad dollars towards reaching this group of consumers," said Jack Flanagan, executive vice president of comScore. "This highly informed, tech savvy, and entertainment-oriented consumer segment is consistent with the profile of an 'influencer,' which is of course a particularly attractive audience to reach."

Heavy Bloggers are Heavy Consumers of News and Entertainment Content

For purposes of this study, heavy bloggers are defined as the heaviest 20 percent of blog visitors who account for 84 percent of all the time spent on blogging sites. Given that blogs can often be described as both informative and entertaining, it is not surprising that heavy users of blog sites are more likely than the average Internet user to consume news and entertainment content online. They are significantly more likely to consume content at politics and general news sites, and also consume a disproportionate amount of content on entertainment news, humor, movies and photo-sharing sites.

    Highest Site Category Engagement Among Heavy Bloggers
    January 2008
    Total U.S. -- Home/Work/University Locations
    Source: comScore Segment Metrix

                                                 Composition
              Site  Category                       Index --
                                                 Page Views*

    Total Internet                                   100
    Blogs                                            428
    Politics                                         240
    Web Hosting                                      224
    Entertainment -- News                            199
    Humor                                            158
    Reference                                        153
    Entertainment -- Movies                          147
    Books                                            146
    General News                                     141
    Photos                                           139

     *Composition Index -- Page Views = number of page views among heavy
      bloggers/number of page views among total Internet audience x 100; Index
      of 100 represents parity.

Heavy Bloggers are Heavy Consumers of Content at Digg.com and PerezHilton.com

Consistent with the site category findings, heavy bloggers are heavy consumers of content from several individual news and entertainment sites. Heavy bloggers consumed more than three times as much content on social news ranking site Digg.com as the average Internet user, and also exhibited well above average consumption of content at other news sites, including CTVGlobeMedia, DrudgeReport.com, HuffingtonPost.com, Salon.com and ABC News Digital. On the entertainment side, heavy bloggers skewed towards content at PerezHilton.com and CollegeHumor Network. Heavy usage of webhosting sites Rapidshare AG and Megaupload.com also suggest that heavy bloggers are tech savvy and online do-it-yourselfers.

    Highest Site Engagement among Heavy Bloggers
    (Excluding Sites in the Blogs Category)
    January 2008
    Total U.S. -- Home/Work/University Locations
    Source: comScore Segment Metrix

                                                 Composition
               Category                            Index -
                                                 Page Views*

    Total Internet                                   100
    DIGG.COM                                         358
    PEREZHILTON.COM                                  320
    CTVGlobeMedia                                    310
    RapidShare AG                                    303
    DRUDGEREPORT.COM                                 295
    MEGAUPLOAD.COM                                   288
    HUFFINGTONPOST.COM                               285
    SALON.COM                                        283
    ABCNEWS DIGITAL                                  278
    CollegeHumor Network                             270

     *Composition Index -- Page Views = number of page views among heavy
      bloggers/number of page views among total Internet audience x 100; Index
      of 100 represents parity.

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world. For more information, please visit http://www.comscore.com/boilerplate.

SOURCE comScore, Inc.

http://www.comscore.com

Copyright (C) 2008 PR Newswire. All rights reserved

News Provided by COMTEX