By Karen Moss
According to figures released today by comScore, Inc, 395.7 million Europeans went online in May 2012 for an average of 27.6 hours each. The data for May, which includes internet usage in 49 European markets aggregated into the European region and individual reporting on 18 markets, highlights the site categories and web properties with the highest concentration of usage among women in Europe.
Tumblr.com had the highest concentration of usage among women, who accounted for 69 per cent time spent on the popular social network. The report also showed that women generated the majority of time spent on multiple retail subcategories, such as fragrances/cosmetics (71 per cent share), apparel (67 per cent) and department stores (65 per cent).
In Europe, 191.5 million females age 15 and older went online in May 2012, representing 48.4 per cent of the total internet audience and 46.9 per cent of time spent online during the month.
Among the top 100 web properties in Europe, Tumblr had the highest concentration of usage among women, who accounted for 69 per cent of all time spent on the site. German retail site Otto Gruppe (68.8 per cent) ranked second on this dimension, while leading daily deal site Groupon (61.7 per cent) rounded out the top 3.
The total amount of time European women spent on Mail.ru websites was particularly high, but perhaps not surprising, as this group includes email services and Russia’s second largest social networking sites Odnoklassniki.