The Netherlands and France Have the Highest Penetration of Online Banking Users in Europe



an overview of internet usage in Europe, showing 381.5 million unique visitors went online in December 2011 for an average of 27.5 hours per person. This release highlights internet usage in 49 European markets aggregated into the European region and provides individual reporting on 18 markets. Amongst its findings, the study also shows that online banking reached 66.3 percent of the internet audience in the Netherlands, making it the top market in Europe for sites such as ING Group.

2 out of 3 Internet Users Accessed Online Banking Sites in the Netherlands
Online banking sites reached 66.3 percent of the total internet audience in the Netherlands, the highest penetration of all markets in Europe. In fact, the Netherlands was not only the top market in Europe but also amongst all global markets. France ranked second with 59.9 percent of the internet audience accessing sites such as Crédit Agricole and Société Générale. Swedish internet users were also avid online bankers (55.9 percent reach), placing the country third by online banking penetration in Europe.

Top 5 European Markets* for Online Banking Sites Ranked by Percent Reach 
December 2011
Total European Audience, Age 15+, Home and Work Locations
Source: comScore Media Metrix
Banking
Total Unique Visitors (000) % Reach
Netherlands 7,954 66.3%
France 25,782 59.9%
Sweden 3,489 55.9%
United Kingdom 19,943 53.2%
Finland 1,804 53.1%

*Amongst the 18 European markets that we report on individually

147.5 million European internet users visited online banking sites in December, representing 38.7 percent of the total internet audience. In addition to the Netherlands having the highest online banking penetration, Dutch bank ING Group ranked as the leading online banking property in Europe, attracting 11.2 million unique visitors during the month. Ranking as a close second was the online property for French bank Crédit Agricole with 10.7 million unique visitors. Lloyds Banking Group rounded up the top three with 9.4 million Europeans visitors during the month.

Top 5 Online Banking Sites in Europe by Total Unique Visitors (000)
December 2011
Total European Audience, Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Total Internet Audience: Age 15+ 381,546
Business/Finance – Banking 147,499
ING Group 11,233
Credit Agricole 10,694
Lloyds Banking Group plc 9,351
Societe Generale 8,600
Sparkassen-Finanzgruppe 8,598

Fastest Growing Properties in Europe
The growth of Russian social network Fotostrana.ru which belongs to the Hamborner Holdings property, made it the fastest growing property (up 52 percent) from November to December, followed by software company Opera Software (up 36 percent). In terms of the most popular sites in Europe, Google Sites continued to rank first with 350.2 million unique visitors. Facebook, which ranked third in audience size with 258.1 million visitors, had the highest overall engagement at 93.3 billion minutes spent on the site in total. Interestingly, Vkontakte had the highest average user engagement at 7.9 hours per visitor during the month.

Top 15 Fastest Growing Properties* in Europe by Total Unique Visitors (000)
November 2011 vs December 2011
Total Europe Audience, Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Nov-2011 Dec-2011 % Change
Total Internet Audience: Age 15+ 379,402 381,546 1%
Hamborner Holdings 10,334 15,728 52%
Opera Software 17,788 24,153 36%
Samsung Group 13,153 16,090 22%
Babylon.com 19,061 23,112 21%
Spil Games 22,470 26,881 20%
Metro Group 16,597 19,366 17%
Gazprom Media 17,395 19,554 12%
Nokta.com Medya 19,056 21,010 10%
SUP 22,302 24,421 9%
Rambler Media 23,596 25,836 9%
Turner Digital 16,846 18,421 9%
Break Media 20,782 22,677 9%
Terra – Telefonica 23,642 25,701 9%
LeGuide.com Sites 15,252 16,471 8%
Amazon Sites 109,496 117,795 8%

* Amongst the top 100 online properties

European Internet Usage by Country
Below is a snapshot of European internet usage in the 18 reportable markets for which comScore provides individual reporting. The Russian internet audience continued to be the largest audience by users in Europe with nearly 53.3 million users accessing the internet in December 2011. The UK continued to show the highest engagement, with users spending an average of 35.6 hours online during the month. Turkey overtook the Netherlands to rank second for engagement with users spending an average of 33.7 hours online during the month.

Overview of European Internet Usage by Country
Ranked by Total Unique Visitors (000)
December 2011
Total Audience, Age 15+, Home and Work Locations
Source: comScore Media Metrix
Total Internet
Total Unique Visitors (000) Average Hours per Visitor Average Pages per Visitor
Worldwide 1,444,092 24.4 2,354
Europe 381,546 27.5 2,935
Russian Federation 53,345 25.1 2,792
Germany 51,008 25.2 2,885
France 43,009 27.5 2,786
United Kingdom 37,504 35.6 3,297
Italy 24,468 17.7 1,900
Turkey 23,369 33.7 3,974
Spain 21,600 26.9 2,321
Poland 18,194 27.8 3,156
Netherlands 11,997 32.2 3,167
Sweden 6,242 25.1 2,589
Belgium 6,088 20.5 2,226
Switzerland 4,817 19.0 1,967
Austria 4,756 15.0 1,628
Portugal 4,310 21.0 2,099
Denmark 3,687 22.8 2,360
Finland 3,394 26.4 2,611
Norway 3,279 27.3 2,492
Ireland 2,361 19.7 1,910

 

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