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Internet Usage in Scandinavia
Sunday, December 30, 2007

I have always been a big fan of Scandinavia particularly of Sweden and Finland. Living in Canada, the closest I came to visiting these countries was during the annual World Junior Hockey Championships over the Christmas break when these countries hosted the event and I would watch the games on TV. The cities look beautiful, the people seem energetic and happy. I would like to visit Scandinavia some time in the future as I have never been out of North America.

So as I was looking up some Internet usage stats the other day, I came across some data from comScore that indicated the most popular search engines in European countries including Finland and Sweden. Think Google is the most popular search engine in Scandinavia? Well think again. To my surprise Microsoft (MSN and Live Search) appears to be the search engine of choice in Norway and Sweden. Google is the top search engine in Denmark and Finland however. Some other interesting points,

  • The Netherlands and Scandinavian countries have the highest percentage of their populations using the Internet, ranging from 68 percent to 83 percent.
  • European users average 16.5 usage days per month. Countries that have usage days below the European average are Russia (11.4 average usage days), Austria (12.0), Italy (12.9), Ireland (13.0), Portugal (13.4), Norway (14.7), Denmark (14.7), Switzerland (15.1), Belgium (15.5) and Finland (16.4).
  • The average Swedish user views 4,019 pages per month and views more pages than any other country – 51 percent above the European average of 2,662 pages per month.



Pan-European and US Breakdown of Online Audiences, age 15+*

April 2007

Home and Work Locations

Source: comScore World Metrix

Internet Penetration**

Monthly Unique Users (000)

Average Daily Users (000)

Average Usage Days per

User per Month

Average Monthly Hours per User

Average Monthly Pages per User

Top 3 Properties

Based on

Monthly Unique Visitors

1

2

3

Europe

40%

221,463

121,774

16.5

24.1

2,662

Google

Microsoft

Yahoo!

Austria

53%

3,721

1,485

12

16.3

1,906

Google

Microsoft

eBay

Belgium

54%

4,728

2,447

15.5

20.6

2,399

Google

Microsoft

Belgacom Group

Denmark

68%

3,045

1,493

14.7

22

3,058

Google

Microsoft

Lycos Europe Sites

Finland

65%

2,818

1,544

16.4

29.7

3,749

Google

Microsoft

SanomaWSOY

France

51%

25,388

14,531

17.2

26.1

2,768

Google

Microsoft

France Telecom

Germany

46%

32,578

18,359

16.9

22.6

2,807

Google

Microsoft

eBay

Ireland

42%

1,365

591

13

18.9

1,871

Google

Microsoft

Yahoo!

Italy

36%

18,086

7,783

12.9

17.7

1,862

Google

Microsoft

Yahoo!

Netherlands

83%

11,292

7,350

19.5

27

3,131

Google

Microsoft

SanomaWSOY

Norway

70%

2,620

1,288

14.7

27.4

3,080

Microsoft

Google

Aftonbladet Hierta

Portugal

44%

3,882

1,731

13.4

23.3

2,454

Google

Microsoft

Portugal Telecom

Russia

11%

13,255

5,048

11.4

13.3

1,695

YANDEX.RU

MAIL.RU

Rambler Media

Spain

39%

13,628

8,828

19.4

30.6

2,675

Google

Microsoft

Yahoo!

Sweden

70%

5,259

2,895

16.5

31.7

4,019

Microsoft

Google

Aftonbladet Hierta

Switzerland

58%

3,666

1,846

15.1

22.7

2,676

Google

Microsoft

Swisscom

U.K.

62%

31,150

21,767

21

34.4

3,440

Google

Microsoft

eBay

U.S.

66%

156,697

114,472

21.9

31.4

2,826

Yahoo!

Time Warner Network

Google

Labels:

posted by Jody @ Sunday, December 30, 2007  
2 Comments:
  • At 7:14 AM, Anonymous Optimize Your Web said…

    Great stuff, the only thing I can ad to this is that Finland is not apart of Scandinavia and neither is Iceland. These are with the Scandinavian countries Denmark, Sweden and Norway - Nordic Countries.

     
  • At 6:06 AM, Anonymous Anonymous said…

    Yeah....It seems so many people get this wrong - all the time!!

     
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