“…9 We consider leisure websites to be of the following types (based on the Nielsen classification): 10 entertainment (adult, digital arts and graphics, books and magazines, broadcast media, events, gambling and sweepstakes, humour, comics and novelties, multicategory entertainment, music, online games, sports and videos and movies), family and lifestyle (family resources, genealogy, kids, games and toys, multicategory family lifestyle, personals, pets and animal care, religion and spirituality), news and information, social networks (member communities and targeted member communities), and telecom and internet services (email, instant messaging, long distance and local telephone carriers and internet tools, which include popular illegal downloading websites). 11 This definition has been used by Pantea and Martens (2014) and it is similar to the definition used in the McKinsey study (IAB Europe, 2010;Bughin, 2011).…”