Behavioural study on advertising and marketing practices in online social media : annex 1.1.2 OSM providers selection for desk research

To arrive at a selection of top OSM platforms in Europe, the proportion of total traffic (number of visits) coming from each of the EU28 Member States, plus Norway and Iceland, was calculated for all unique websites that are present in the 30 country fiches, thus ensuring the inclusion of all potentially relevant websites. These proportions were summed up and multiplied by the global traffic of each website in order to arrive at an estimation of the European traffic for each website. As the traffic proportion estimations available per website were limited to the top 50 traffic sources, only the proportions of traffic from target countries that fell within the top 50 traffic sources were used to compute the proportion of EU traffic based out of total worldwide traffic. As such, these proportions should be considered indicative.