Japanese Internet Users Glued to Entertainment Sites

comScore, Inc. , a leader in measuring the digital world, has released a report on the top entertainment sites in Japan based on data from the comScore World Metrix audience measurement service. In February 2009, nearly 74 percent of Japan’s online population visited a site in the Entertainment category. Japanese Internet users spent nearly 15 percent of their total time online during the month on these sites, making the Entertainment category one of the most popular and engaging content categories.

“Entertainment sites, which include online video, TV and music destinations, continue to be among the most popular sites on the Web, benefitting from rapidly evolving technologies that have greatly improved the end-user experience,” said Maru Sato, managing director of comScore Japan. “Many of the top entertainment sites manage to combine a large visitor base with heavy user engagement, making them particularly attractive venues for online marketers and advertisers to reach their target audiences.”

More than 45.7 million visitors visited an entertainment site in February, representing nearly 74 percent of the Japanese online population. YouTube.com had the largest audience with 21.7 million visitors, representing a reach of 35 percent. Other heavily trafficked entertainment properties included Sony Online (15.2 million visitors), iTunes Software Application (12.1 million visitors), Nicovideo.jp (11.2 million visitors) and Fuji Television Network (7.5 million visitors).

Japanese visitors spent an average of nearly three and a half hours (201 minutes per visitor) at entertainment sites in February, with Japan ranking sixth among the 37 individual countries currently reported by comScore. Of the 20 most visited entertainment sites, Nicovideo.jp led the ranking in terms of engagement with an average of 193 minutes spent per visitor on the popular video site during the month, followed closely by YouTube.com at 187 minutes.

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