The digital economy’s winners and losers: report
2010 was a good year for e-commerce and online advertising, and a great year for Facebook and Twitter. It was another rough year for Yahoo, AOL and email. ComScore delivers its 2010 U.S. Digital Year in Review report, packed with interesting data points that we’ll quickly summarize here.
For those of you who recall, 2009 was a brutal year in all respects. A dead-economy weighed on e-commerce and online advertising. Both turned around sharply last year, led by a rebounding economy and some innovative socializing. Here’s the tale of the tape as comScore sees it:
- Following 2 years of depressed consumer discretionary spending, the economy showed signs of improvement, leading to positive growth for the e-commerce market. Total U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percent versus the previous year. Travel e-commerce spending grew 6 percent to $85.2 billion, while retail (non-travel) e-commerce spending jumped 10 percent to $142.5 billion for the year.
- Social networking continued to gain momentum throughout 2010, with 9 out of every 10 U.S. Internet users now visiting a social networking site in a month, and the average Internet user spending more than 4 hours on these sites each month. Nearly 1 out of every 8 minutes online is spent on Facebook.
- The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent increase in unique searchers and an 8-percent increase in the number of search queries per searcher.
- U.S. Internet users received a total of 4.9 trillion display ads in 2010 with display ad impressions growing 23 percent in December 2010 versus December 2009. Social networking sites, which now account for more than one-third of all display ad impressions, were a significant driver of growth in the display ad market in 2010.
- In December 2010, the average American spent more than 14 hours watching online video, a 12-percent increase from the prior year, and streamed a record 201 videos, an 8-percent increase.
- Major milestones in mobile were crossed during the year as smartphones reached 1 in 4 mobile subscribers and 3G penetration crossed the 50 percent threshold. Approximately 47 percent of mobile subscribers are now connected Internet media users (via browsers, applications or downloaded content), up 8 percentage points from the previous year.
You can download the full report here.