Nordic Dating Sites Enjoy More Than 2 Million Unique Visitors Each Month During Q1 2007, According To comScore
LONDON, U.K., May 23, 2007 – comScore, a leader in measuring the digital world, today announced theresults of an analysis of visitation to dating sites in the Nordic region(Denmark, Finland, Norway and Sweden) based on data from its comScore WorldMetrix service. According to the study,online dating andpersonals sites attracted an average of 2.2 million Nordic visitors per month duringQ1 2007, an increase of 3 percent versus one year ago.
TheMatch.com Network of sites (headquartered in the U.S.) led the category among Nordicvisitors, attracting an average of 573,000 unique visitors per month during Q12007. This was followed by Danish siteDating.dk with an average of 309,000 Nordic visitors per month and the MeetICNetwork with an average of 241,000 Nordic visitors per month during the quarter.
“Thepersonals category has now fully established itself in the Nordic region, with anaverage of one in six Nordic Internet users visiting a personals site in anymonth during the first quarter,” said Bob Ivins, Managing Director, comScoreEurope. “Match.com is proving to be themost popular network of dating sites, with a significant presence in eachNordic country and attracting 26 percent of all visitors to the category.”
| Nordic Personals Sites, by Unique Visitors in Nordic Region, Age 15+* Average Monthly Unique Visitors, Q1 2007 Total Nordic Region – Home and Work Locations Source: comScore World Metrix | ||
|
| Average Monthly Unique Visitors During Q1 2007 (000) | Category Reach (%)** |
| Total Internet Population – Nordic Region | 13,475 | -- |
| Personals Category | 2,180 | 100% |
| Match.com Network*** | 573 | 26% |
| DATING.DK | 309 | 14% |
| MeetIC Network*** | 241 | 11% |
| DKBN.DK | 235 | 11% |
| E-KONTAKT.SE | 164 | 8% |
* Excludes traffic from public computers suchas Internet cafes or access from mobile phones or PDAs.
** Percent of Personals categoryusers who visited the individual site
***Based on core sites plus onlinepartnerships, represented in comScore data as custom entities
Male Online Daters OutnumberFemales in Nordic Countries
comScorealso examined the demographic profiles of visitors to the top five dating sitesin the Nordic region, finding that a majority of users were male. In fact, morethan 60 percent of the users of DKBN.dk and E-kontakt.se, the fourth and fifthmost-visited dating sites, were male. The Match.com Network and Dating.dk,however, had more balanced male-to-female ratios.
| Demographic Breakdown of Unique Visitors (000), Age 15+*, to Nordic Personals Sites Q1 2007 Total Nordic Region – Home and Work Locations Source: comScore World Metrix | ||||
|
| Average Male Unique Visitors per Month (000) Q1 2007 | Average Female Unique Visitors per Month (000) Q1 2007 | Proportion of Total (Male) | Proportion of Total (Female) |
| Match.com Network** | 306 | 268 | 53% | 47% |
| DATING.DK | 156 | 153 | 51% | 49% |
| MeetIC Network** | 138 | 103 | 57% | 43% |
| DKBN.DK | 148 | 87 | 63% | 37% |
| E-KONTAKT.SE | 100 | 64 | 61% | 39% |
* Excludes traffic from public computers suchas Internet cafes or access from mobile phones or PDAs.
** Based on core sites plus onlinepartnerships, represented in comScore data as custom entities
The ageprofile of visitors to the personals category revealed that DKBN.dk skewed theyoungest, with 45 percent of users under the age of 25, while E-Kontakt.se and the Match.com Network showed amore even distribution of visitors across all age groups.
| Demographic Breakdown of Unique Visitors (000), Age 15+*, to Nordic Personals Sites Q1 2007 Total Nordic Region – Home and Work Locations Source: comScore World Metrix | |||||
|
| Match.com Network** | Dating.dk | MeetIC Network** | DKBN.dk | E-Kontakt.se |
| Persons: 15-24 | 19% | 19% | 24% | 45% | 19% |
| Persons: 25-34 | 15% | 25% | 19% | 24% | 17% |
| Persons: 35-44 | 24% | 21% | 20% | 13% | 19% |
| Persons: 45-54 | 20% | 21% | 12% | 4% | 20% |
| Persons: 55+ | 23% | 13% | 25% | 14% | 24% |
* Excludes traffic from public computers suchas Internet cafes or access from mobile phones or PDAs.
** Based on core sites plus onlinepartnerships, represented in comScore data as custom entities
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comScore, Inc. isa global leader in measuring the digital world. This capability is based on amassive, global cross-section of more than 2 million consumers who have givencomScore permission to confidentially capture their browsing and transactionbehaviour, includingonline and offline purchasing. comScore panelists also participate in surveyresearch that captures and integrates their attitudes and intentions. Throughits proprietary technology, comScore measures what matters across a broadspectrum of behaviour and attitudes. comScore consultants apply this deepknowledge of customers and competitors to help clients design powerfulmarketing strategies and tactics that deliver superior ROI. comScoreservices are used by more than 700 clients, including global leaders such asAOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association ofAmerica, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann,the United States Postal Service, Merck and Expedia. For moreinformation, please visit www.comscore.com.
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