Tumblr was one of the most women-oriented web properties in May, according to comScore’s Overview of European Internet usage.
Tumblr held the highest concentration among women who represented 69 percent of all time spent on the social blogging site. Also in the top three: German retail site Otto Gruppe (68.8 percent) and daily deal site Groupon (61.7 percent).
The total Internet audience in Europe consisted of over 48 percent women who accounted for a total of almost 47 percent of time spent online in May. There were 191.5 million females age 15 and older who went online in Europe in May 2012.
ComScore measured share of total time spent by women, total minutes per site and average minutes per visitor, and found they spent 606 million total minutes on Tumblr, or 71 minutes per visitor.
Mail.ru sites grabbed the highest number of total minutes (16.7 billion) and average minutes per visitor (399). These extreme numbers may not be so surprising considering the Mail.ru Group consists of email services and the popular Russian social networking site Odnoklassniki.
European visitors to sites such as Spil Games and Ikea were also mostly women.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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