2009 proved to be a critical year in digital marketing as the
economic environment brought unprecedented challenges to the
industry. After years of strong growth across the digital
economy, the recession introduced softness to many digital
business sectors.
But despite these economic headwinds, consumers’ use
of digital media climbed to new heights in 2009 as
the Internet continued to evolve as an integral
component of Americans’ personal and professional lives.The report provides a comprehensive view across the
fixed and mobile digital sectors to uncover this past
year’s important consumer trends. Key findings highlighted
in the report include:
* The U.S. core search market grew 16 percent in 2009, driven by
a 6-percent gain in unique searchers and a 10-percent gain in search
queries per searcher. Google and Bing led among the core search
engines in terms of increases in market share.
* Social networking continued to gain momentum in 2009 with
nearly 4 out of 5 Internet users visiting a social networking
site on a monthly basis and Facebook and Twitter propelling
much of the growth in the category. (Most of the growth
attributed to baby boomers)
* Display ad impressions grew 21 percent in 2009 as the
online advertising sector increased its share of media spending.
Growth was driven by an 8-percent increase in ad reach and
a 12-percent increase in average frequency. Reach Boomers through
Navigate Boomer Media digital ad network.
* Total (retail and travel) U.S. e-commerce spending reached
$209.6 billion in 2009, down 2 percent versus the previous
year and the first year on record with negative growth rates.
Nonetheless, e-commerce retail spending continued to increase
its share of consumer spending in a challenging economic environment.
* Six out of seven U.S. Internet users now view online video
content in a month, with YouTube and Hulu continuing to experience
rapid increase in viewership.
* In the past year, the mobile industry witnessed smartphone
ownership increase from 11 percent to 17 percent of mobile users,
while 3G phone ownership increased from 32 percent to 43 percent.
Source: comScore February 9, 2010
