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Analysis of visitation to dating sites in the Nordic region

Date: 2007-05-24

According to the study, online dating and personals sitesattracted an average of 2.2 million Nordic visitors per month during Q1 2007,an increase of 3 percent versus one year ago.

The Match.com Network of sites (headquartered in the U.S.) led thecategory among Nordic visitors, attracting an average of 573,000 uniquevisitors per month during Q1 2007. This was followed by Danish site Dating.dkwith an average of 309,000 Nordic visitors per month and the MeetIC Networkwith an average of 241,000 Nordic visitors per month during the quarter.

Nordic Personals Sites, by Unique Visitors in Nordic Region, Age 15+(i) Average Monthly Unique Visitors, Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Average Monthly Category Unique Visitors Reach During Q1 2007 (%)(ii) (000) Total Internet Population -- Nordic Region 13,475 -- Personals Category 2,180 100 % Match.com Network(iii) 573 26 % DATING.DK 309 14 % MeetIC Network(iii) 241 11 % DKBN.DK 235 11 % E-KONTAKT.SE 164 8 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Percent of Personals category users who visited the individual site (iii) Based on core sites plus online partnerships, represented in comScore data as custom entities
Demographic Breakdown of Unique Visitors (000), Age 15+(i), to Nordic Personals Sites Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Average Male Average Female Proportion Proportion Unique Visitors Unique Visitors of Total of Total per Month (000) per Month (000) (Male) (Female) Q1 2007 Q1 2007 Match.com Network(ii) 306 268 53 % 47 % DATING.DK 156 153 51 % 49 % MeetIC Network(ii) 138 103 57 % 43 % DKBN.DK 148 87 63 % 37 % E-KONTAKT.SE 100 64 61 % 39 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Based on core sites plus online partnerships, represented in comScore data as custom entities

The age profile of visitors to the personals category revealed thatDKBN.dk skewed the youngest, with 45 percent of users under the age of 25,while E-Kontakt.se and the Match.com Network showed a more even distributionof visitors across all age groups.

Demographic Breakdown of Unique Visitors (000), Age 15+(i), to Nordic Personals Sites Q1 2007 Total Nordic Region -- Home and Work Locations Source: comScore World Metrix Match.com Dating.dk MeetIC DKBN.dk E-Kontakt.se Network(ii) Network(ii) Persons: 15-24 19 % 19 % 24 % 45 % 19 % Persons: 25-34 15 % 25 % 19 % 24 % 17 % Persons: 35-44 24 % 21 % 20 % 13 % 19 % Persons: 45-54 20 % 21 % 12 % 4 % 20 % Persons: 55+ 23 % 13 % 25 % 14 % 24 % (i) Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. (ii) Based on core sites plus online partnerships, represented in comScore data as custom entities





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