Skip to main content

Digital Marketing Trends and the Implications

comScore released their 2009 U.S. Digital Year in Review report. It recaps key trends in the U.S. digital media landscape -- including e-commerce, search, online video, online advertising and mobile, with an emphasis on how digital marketers can capitalize on these trends in 2010.

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, consumer's use of digital media climbed to new heights in 2009 as the Internet continued to evolve as an integral component of American's 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 highlights of the comScore 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.

- 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.

- 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.

Popular posts from this blog

Digital Talent Demand Exceeds Supply in Asia-Pac

Even the savviest CEO's desire for a digital transformation advantage has to face the global market reality -- there simply isn't enough skilled and experienced talent available to meet demand. According to the latest market study by IDC, around 60-80 percent of Asia-Pacific (AP) organizations find it "difficult" or "extremely difficult" to fill many IT roles -- including cybersecurity, software development, and data insight professionals. Major consequences of the skills shortage are increased workload on remaining digital business and IT employees, increased security risks, and loss of "hard-to-replace" critical transformation knowledge. Digital Business Talent Market Development Although big tech companies' layoffs are making headlines, they are not representative of the overall global marketplace. Ongoing difficulty to fill key practitioner vacancies is still among the top issues faced by leaders across industries. "Skills are difficul

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Mobile Device Market Still Awaiting Recovery

The mobile devices market has experienced three years of unpredictable demand. The global pandemic, geopolitical pressures, supply chain issues, and macroeconomic headwinds have hindered the sector's consistent growth potential. This extremely challenging environment has dramatically affected both demand and supply chains. It has led to subsequent inflationary pressures, leading to a worsening global cost of living crisis suppressing growth and confidence in the sector. In tandem, mobile device industry stakeholders have become more cautious triggering market uncertainties. Mobile Device Market Development Operating under such a backdrop, the development of mobile device ecosystems and vendor landscapes have been impacted severely. Many of these market pressures persisted throughout 2022 and now into 2023, borne chiefly by the smartphone market. According to the latest worldwide market study by ABI Research, worldwide smartphone shipments in 2022 declined 9.6 percent Year-over-Year