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Global Online User Engagement Stats: Quick Important Takeaways

Yesterday, comScore released a report which includes statistics on online user engagement in key markets around the globe. Below are some notable takeaways:

  • 45.3: This is the number of hours the average Canadian spends online each month, placing the hockey-crazy nation as a superior #1 on the list, followed by the U.S and the U.K. with 38.6 and 35.4 hours online, respectively. For further comparison, Canada’s monthly online time spend is almost double the global average.
  • The number of average hours spent online is closely correlated with the number of visits; hence, it is no surprise that Canada comes out on top, with 98.5 online visits on average each month.
  • With 4,093 average monthly page views per visitor, South Korea takes over top spot from Italy, who has seen its average page views per visitor decreasing by more than 50 percent in the year gone by. Across all user engagement metrics, Italy has been performing poorly.
  • On the other hand, the French online population has seen its user engagement numbers soaring over the past year, with a staggering 131 percent increase in monthly hours spent online and the average number of page views nearly tripling.


Source: comScore

To me, the most surprising and interesting takeaways are the significant differences in performance between France and Italy – two seemingly similar countries. I do not have the answer, however, so please feel free to share your valuable opinion on what might be the underlying reasons to this pronounced shake-up.

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Immanuel Simonsen

Research Manager at Webcertain
As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing.

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