London, UK, January 31, 2008 – ADTECH, the global provider of ad server technology has today issued the findings from its latest research into browser trends across the Europe. As predicted, Microsoft browsers continue to lead overall, with nearly 40 percent of UK ad impressions generated through Internet Explorer (IE) 7.x. This marks a significant increase over last year’s July figure of 36.3 percent. IE 6.x lost ground in the UK, dropping from 45.5 percent in July to 37.3 percent in January.

Browser usage by country varies considerably. In France, IE 7.x holds a scant lead over IE 6.x, at 38.5 and 38.4, respectively. Italy and Denmark appear to be the IE 6.x enthusiasts of Europe, with lower relative usage of IE 7.x.

“These results indicate a significant increase in popularity for IE 7.x, but we are curious as to what impact the February 12th announcement from Microsoft will have on future results,” commented Dirk Freytag, CEO of ADTECH. “The rollout of IE 7.x through Windows Server Update Services will likely change the browser landscape dramatically, and we’ll be on alert.”

Among competitors, all versions of Microsoft IE clearly dominates, with 76.1 percent market share. The study indicated steady but low growth for Firefox (between 0.5 and 1.5 percent per month). Firefox holds market share of up to 30 percent in several European countries, but an average percentage of just 17.9 percent.

“Firefox 2.x remains the preferred alternative to Internet Explorer and therefore has to be considered on the advertising planning agenda,” continued Freytag. “In my opinion, we will see an increase in the percentage of Firefox 2.x users to around 20 percent across Europe by the end of June – delivering one fifth of all ad impressions.”

Europe-wide, Firefox 1.x usage has dropped by approximately one percent, displaced primarily by Firefox 2. Alternative browsers like Apple Web Kit and Opera continue to remain viable in their niches.

Since 2004, ADTECH has been regularly evaluating browser distribution across Europe and publishing an analysis of key trends and statistics. For its regular browser analysis, ADTECH evaluates more than 20 billion banner enquiries to its ad servers across Europe. The current data was collected between July 2007 and January 2008 from 4,000 Web sites.
Browser distribution and click rates can vary according to web site, day of the week and time of day. ADTECH’s browser analyses focuses on trends vs. absolute usage.

Research tables:

Developments in browser distribution in Europe since last survey in July 2007 (in per cent):

Browser	Jul	Aug	Sept	Oct	Nov	Dec
IE 7.x	31.4	32.4	33.9	34.1	36.2	39.3
IE 6.x	45.7	44.8	43	42.9	40.8	36.5
Firefox 2.x	13.4	13.9	14.4	15	15.4	16.9
Firefox 1.x	2.2	1.7	1.4	1.2	1.1	1.1
Mozilla	3.9	3.8	3.8	3.3	3.1	2.9
AppleWebKit	1.6	1.7	17	1.7	1.7	1.6
Opera	0.9	1	1	1	1	1
IE 5.x	0.4	0.4	0.3	0.3	0.3	0.2

Graphical view – click here...
European browser allocation percentage for December 2007

Browser-distribution by country for Oct-Dec 2007 (in per cent):

Browser	Europe- wide	Germany	Fin- land	UK	France	Italy	Denmark
IE 7.x	39.3	29.5	31.7	40.7	38.5	31.2	43.6
IE 6.x	36.5	34.7	32.5	37.3	38.4	48.9	45.2
Firefox 2	16.9	28.3	27.6	14.1	17.7	13.3	7.8
Firefox 1	1.1	2	2.6	0.9	1.3	0.9	0.4
Mozilla	2.9	0.7	0.4	0.3	0.5	1	0.1
AppleWeb	1.6	1	1.6	3.1	2.3	2.2	2
Opera	1	1.5	2.8	1	0.5	0.4	0.5
IE 5.x	0.2	0.5	0.2	0.3	0.5	0.6	0.1

Graphical view – click here...
Browser-distribution by country for Oct-Dec 2007

ADTECH Press Contact UK
Nikki Alvey, The PR Network
Phone: +44 (0) 7973 354 706

About ADTECH

ADTECH are a leading international supplier of digital marketing solutions. The company's flagship product is the Helios IQ ad serving platform. It enables web publishers to manage, serve and evaluate virtually any kind of online advertising campaign including display, video and mobile formats. The Helios IQ ad serving platform differentiates itself via its scalable, enterprise-class infrastructure and publisher-friendly tools, providing publishers with increased efficiency, reliability and ROI for their online advertising business. Founded in 1998 and headquartered in Frankfurt, Germany, ADTECH is an independent and wholly-owned subsidiary of AOL’s Advertising.com division. Globally, ADTECH AG works with customers in more than 25 countries.

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