LONDON, U.K. – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released its first report on the online readership habits of newspaper site visitors in Spain, based on data from the comScore World Metrix audience measurement service.
The total Spanish Internet audience stood at 18.3 million people in February 2009, of which 8.4 million visited an online newspaper site, representing a reach of 46 percent. Elmundo.es was the most popular newspaper site, attracting 3.5 million visitors in February, followed by ElPais.com (3.3 million visitors), 20Minutos.es (1.9 million visitors) and ABC.es (1.2 million visitors). During the month, 402 million pages of newspaper content were viewed online, with Elmundo.es and ElPais.com accounting for more than a quarter of total page views.
Total Unique Visitors to a Selection of Leading Online Spanish Newspaper Titles*
Total Spain – Age 15+, Home & Work Locations**
Source: comScore World Metrix
Property Total Unique % Reach Total Pages
Visitors (000) Viewed (MM)
Total Spanish Internet Audience 18,282 100.0% 40,310
Newspapers 8,393 45.9% 402
Elmundo.es 3,508 19.2% 86
ElPais.com 3,289 18.0% 56
20Minutos.es 1,906 10.4% 37
ABC.es 1,248 6.8% 10
La Vanguardia 825 4.5% 11
ElPeriodico.com 600 3.3% 8
Laverdad.es 469 2.6% 5
Clarin.com 458 2.5% 4
Diariosur.es 374 2.0% 9
LaSprovincias.es 361 2.0% 6
*Based on a selection of individual online newspaper titles; excludes group newspaper properties.
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
“With nearly half of the total Spanish Internet audience visiting a newspaper site in February, the online channel is undoubtedly an attractive marketplace for news publishers,” said Mike Read, SVP and Managing Director of comScore Europe. “As a greater percentage of overall news consumption goes digital, it will become increasingly crucial for traditional newspaper brands to be able to understand and quantify their online audiences and ensure that they are generating value for consumers and advertisers alike.”
Other notable findings from the report include:
Of the 8.4 million Spanish Internet users who visited a newspaper site in February, 60 percent were male, and 69 percent were under the age of 45.
Heavy online newspaper site users (defined as the top 20 percent of visitors by time spent in the category) spent an average of 3 hours per visitor on newspaper sites during the month, more than 4 times longer than the average Internet user.
Of the 34.5 million mobile phone subscribers in Spain in January, 2.9 million accessed news and information via browser or download.
In total, 7.6 million people around the world visited Elmundo.es in February, with 3.4 million of these visitors (45 percent) coming from the Latin American region.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/companyinfo