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The comScore 2010 U.S. Digital Year in Review   FEBRUARY 2011




                                                       PAGE 1
The comScore 2010 U.S. Digital Year in Review                                             FEBRUARY 2011




The 2010 U.S. Digital Year in Review
2010 represented yet another exciting year in the evolution of the U.S. digital media industry. It was a
year that saw renewed optimism, continued innovation, and the increasing fragmentation of the media
landscape.


As digital marketers strategize for success in the year ahead, we must begin by reflecting on the events
of the past year if we are to make sense of the future. The many questions that will be addressed in this
report include:


    •   Which consumer trends dominated the digital media landscape in 2010?
    •   How are people spending their digital media consumption time?
    •   Which new and emerging technologies and services are capturing the attention of the
        marketplace?
    •   What is the state of the digital advertising market?
    •   How is the rapid increase in mobile media usage changing consumer behavior?


The comScore 2010 U.S. Digital Year in Review offers an overview of the prevailing trends in digital
media usage during the year and considers their implications for the year ahead. This report will examine
the trends in U.S. Internet usage, search activity, e-commerce, online video consumption, online
advertising, and mobile, as we offer a prognosis for which digital strategies will be most critical for
success in 2011.




                                                                                                 PAGE 2
The comScore 2010 U.S. Digital Year in Review                                                            FEBRUARY 2011




Table of Contents: 2010 U.S. Digital Year in Review


U.S. E-Commerce 2010 ............................................................................................................ 4
   Includes: Online Retail Trends, Top Spending Days, Group Buying Trends, Top Growing Retail Categories



U.S. Top Web Properties and Category Trends 2010 ........................................................... 7
   Includes: Top Properties and Categories by Time Spent, Trends in Email Usage



U.S. Social Networking Trends 2010 .................................................................................... 10
   Includes: Top Social Network Trends, Facebook Stats, Demographic Analysis



U.S. Core Search Market 2010 .............................................................................................. 13
   Includes: Core Search Trend, “Powered By” Reporting, Top Search Terms



U.S. Online Advertising 2010 ................................................................................................. 16
   Includes: Display Ad Trend, Top Display Advertisers & Publishers, Ad Effectiveness Trends



U.S. Online Video Market 2010 ............................................................................................. 21
   Includes: Viewer Behaviors, Hulu & Broadcast Network Growth, Video Ad Networks, Ads vs. Content Viewing



U.S. Mobile Market 2010 ........................................................................................................ 25
   Includes: Smartphone & 3G Trends, Market Share by OS, Network & OEM, Top Mobile Activities



Looking Ahead to 2011 .......................................................................................................... 29




                                                                                                                 PAGE 3
The comScore 2010 U.S. Digital Year in Review                                            FEBRUARY 2011




U.S. E-Commerce 2010
Online Spending Growth Resumes in 2010
Following two years of dampened online retail buying due to the economic downturn, 2010 was a year to
bounce back. Depressed consumer discretionary spending going back to the end of 2008 finally gave
way to improving consumer sentiment, helping lead the U.S. e-commerce market back to consistent
positive growth in 2010. 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.


The 2010 holiday season represented a high point in this bounce-back year for retail e-commerce, with
growth rates surging to 12 percent – even outpacing comScore’s initial forecast of 11 percent for the
season. While some of the holiday season growth can be attributed to consumers taking advantage of
discounting and promotional activity online (most notably, free shipping), it is also a clear sign of
improving consumer confidence. Not surprisingly, November ($14.5 billion) and December ($18.1 billion)
were the heaviest online spending months of the year, and they also exhibited accelerating growth rates
versus the preceding months (Note: November and December growth rates calculated based on
comparable shopping days in 2009, not calendar dates.)



                              2010 U.S. Retail E-Commerce Spending ($MM)
                                     and Y/Y Growth Rate by Month
       $20,000                       Source: comScore E-Commerce Measurement                      20%
       $18,000                                                                                    18%
       $16,000                                                                                    16%
       $14,000                                                                                    14%
       $12,000                                                                                    12%
       $10,000                                                                                    10%
        $8,000                                                                                    8%
        $6,000                                                                                    6%
        $4,000                                                                                    4%
        $2,000                                                                                    2%
            $0                                                                                    0%




                                                Spending      Y/Y Growth




                                                                                                PAGE 4
The comScore 2010 U.S. Digital Year in Review
                         gital                                                                                  FEBRUARY 2011




Cyber Monday Breaks Billion Dollar Threshold
The heaviest individual spending day of the year was Cyber Monday (Monday, November 29, 2010) at
$1.028 billion. This historic day for e-commerce was not only the first time on record that online retail
                        toric         e commerce
spending surpassed $1 billion, but it also marks the first time that Cyber Monday ranked as the heaviest
online spending day of the season. In addition to Cyber Monday, eight different days saw at least $900
million in spending, led by Monday, December 13 (aka “Green Monday”) with $954 million, Monday,
December 6 ($943 million), and Friday, December 17 ($942 million).

                        Top 10 U.S. Online Retail Spending Days in 2010 in Millions
                                          Source: comScore E-Commerce Measurement

                Monday, Nov. 29                                                                                        $1,028
                Monday, Dec. 13                                                              $954
                  Monday, Dec. 6                                                         $943
                  Friday, Dec. 17                                                        $942
                Thursday, Dec. 16                                                    $930
                Tuesday, Dec. 14                                              $913
                Tuesday, Nov. 30                                              $911
            Wednesday, Dec. 8                                             $901
                 Thursday, Dec. 9                                         $898
                  Tuesday, Dec. 7                                  $880

                                                               Spending ($)

         *November and December growth rates based on corresponding shopping days relative to Thanksgiving, not calendar days
         Source: comScore, Inc. (U.S.)




Consumer Electronics the Top Growing Online Retail Product Category
Several retail categories performed particularly well in 2010. Consumer Electronics ranked as the top
growing category by dollar sales at 19 percent growth, bolstered by the popularity of flat panel TVs and
mobile devices. Computer Hardware ranked second a 17 percent, with low-priced computers and the
                          ardware               at                     priced
popularity of e-readers and netbooks contributing significantly to the gains. Books & Magazines (up 16
                readers
percent), Flowers, Greetings & Gifts (up 13 percent), and Jewelry & Watches (up 11 percent) rounded out
the top five.




                                                                                                                         PAGE 5
The comScore 2010 U.S. Digital Year in Review
                         gital                                                             FEBRUARY 2011




                           Top 5 Growing U.S. Retail E Commerce Categories in 2010
                                                     E-Commerce
                                  Source: comScore E Commerce Measurement, 2010 vs. 2009
                                                   E-Commerce


                    Consumer Electronics                                                     19%


                    Computer Hardware                                                  17%


                     Books & Magazines                                               16%


              Flowers, Greetings & Gifts                                       13%


                      Jewelry & Watches                                  11%

                                                    Y/Y % Change




Local/Group-Buying and Flash Sales Sites Take Off
            Buying
One of the hottest trends in e-commerce in 2010 was the emergence and ascendance of local/group-
                               commerce
buying and flash sales sites. On the local/group-buying side, Groupon – which pioneered this market –
jumped out to a strong leading position, though LivingSocial has established itself as a strong second
player. Groupon.com attracted 10.7 million unique visitors in December, up 712 percent versus year ago,
while LivingSocial jumped 438 percent to 5.7 million unique visitors.
                                      t


                             U.S. Unique Visitor (000) Trend for Groupon
                               Source: comScore Media Metrix, Dec
                                                              Dec-2009 to Dec-2010
           12,000
                                                          Groupon
           10,000

            8,000

            6,000

            4,000

            2,000

                0




                                                                                                   PAGE 6
The comScore 2010 U.S. Digital Year in Review
                         gital                                                              FEBRUARY 2011




Meanwhile, another “deal”-based segment of e
                          based            e-commerce – flash sale sites – continue to gain traction.
                                                                           continued
Flash sale sites include daily deals of heavily discounted merchandise, often in the apparel and
accessories segment. Among the most notable sites in this segment are Gilt Groupe, HauteLook, Ideeli
and RueLaLa, with each of these sites growing their respective U.S. audiences strongly over the past
                                      g
year

                        U.S. Unique Visitors (000) to Leading Flash Sale Sites
                              Source: comScore Media Metrix, Dec
                                                             Dec-2010 vs. Dec-2009


                               Gilt.com                                     863      +52%


                         Hautelook.com                                    793        +1%



                             Ideeli.com                             658              +16%



                           RueLaLa.com                      435                      +33%




U.S. Top U.S. Web Properties and Site Category Trends 2010
Facebook Takes the Lead on Engagement
Though Google Sites and Yahoo! Sites remain the most visited web properties in the U.S. with
approximately 180 million visitors a month Facebook is attracting an ever-increasing share of total time
                                     month,                               increasing
spent online. In the past year, Facebook has surpassed each of the top three largest web properties,
capturing the #1 ranking by time spent in August 2010. Facebook now accounts for 12.3 percent of time
                                          A          .
spent online in the U.S., up from 7.2 percent just a year ago.




                                                                                                   PAGE 7
The comScore 2010 U.S. Digital Year in Review
                         gital                                                         FEBRUARY 2011




                  Trend in Share (%) of Time Spent for Top 5 U.S. Web Properties
         14%                  Source: comScore Media Metrix, Dec-2009 to Dec-2010
                                                             Dec

         12%
                                                                                       Facebook.com
         10%
                                                                                       Google Sites
          8%                                                                           Yahoo! Sites

          6%                                                                           Microsoft Sites

          4%                                                                           AOL, Inc.

          2%

          0%




Shift from ‘Traditional’ to ‘New Entry Points Continues
                             New’
Although the U.S. represents a very mature Internet market overall, online consumer behavior patterns
                                                                    online
continue to exhibit noticeable shifts over time. Most notably, we have continued to witness a shift in time
spent away from portals toward online leisure activities such as social media and entertainment. Among
the top four online content areas according to their share of overall time spent online, Portals remains the
                                                                                         P
largest with 20.2 percent share of time spent, though that percentage has declined 1.4 points over the
                                                                                       poi
past year. Social Networking now ranks as the next most engaging activity at 14.4 percent of time spent
                   etworking
online (up 3.8 percentage points), while Entertainment ranks third at 12.6 percent (up 0.8 percentage
points). As communication continues to shift to other channels, including social media and mobile, usage
of web-based email declined 1.5 percentage points to 11.0 percent of time spent.
       based




                                                                                               PAGE 8
The comScore 2010 U.S. Digital Year in Review
                         gital                                                       FEBRUARY 2011




               Percent (%) Share of U.S. Time Spent Online for Top Content Categories
                               Source: comScore Media Metrix, Dec-2009 to Dec-2010
                                                              Dec
         25%



         20%                                                                         Portals

                                                                                     Social Networking
         15%
                                                                                     Entertainment

                                                                                     e-mail
         10%



          5%




Web-Based Email Usage Heads South
    Based
As communication platforms and devices continue to proliferate, the usage of web-based email has
                                                   proliferate,              web
begun to decline, particularly among younger segments of consumers who are increasingly shifting
                                     younger
towards instant messaging, social media, and mobile communications. Total web-based email usage
                                                                          web-
declined 8 percent in the past year, with the most precipitous decline occurring among 12-17 year olds
                                                                                       12
(down 59 percent). Usage also declined marginally among 18 24 year olds, while more noticeable
 down                                                   18-24
declines were seen among 25-34 year olds (down 18 percent), 35 44 year olds (down 8 percent) and 45-
                            34                              35-44                                45
54 year olds (down 12 percent). In contrast, however, usage actually gained among 55-64 year olds (up
                                                            actually              55
22 percent) and among those age 65 and older (up 28 percen most likely because of continued Internet
                                                    percent),
adoption by these age segments
                      segments.




                                                                                               PAGE 9
The comScore 2010 U.S. Digital Year in Review
                         gital                                                               FEBRUARY 2011




                      Year-over-
                               -Year Change in Time Spent Using Web-Based Email
                                                                    Based
                                      by Age Segment in the U.S.
                40%                Source: comScore Media Metrix, Dec
                                                                  Dec-2010 vs. Dec-2009
                                                                                                 28%
                30%                                                                   22%
                20%
                10%
                 0%
               -10%                   -1%
                                                              -8%
               -20%                                                       -12%
                                                  -18%
               -30%
               -40%
               -50%
               -60%
                        -59%
               -70%
                       Age 12-17    Age 18-24   Age 25-34    Age 35-44   Age 45-54   Age 55
                                                                                         55-64   Age 65+




U.S. Social Networking Trends 2010
Social Networking Continues Growth in 2010 as One of the Web’s Top Activities
Social networking continued to gain momentum throughout 2010 with 9 out of every 10 U.S. Internet
                                                        2010,
users now visiting a social networking site each month. Social networking sites accounted for 12 percent
of all time spent online in 2010 with the average Internet user spending more than 4 hours on these
                                                                                   4.5
sites each month. Globally, social networking accounts for 15.6 percent of online time among those age
15 and older. Among this same age population, social networking accounts for 14.4 percent of
Americans’ online time. It is clear that social networking has become an integral part of the fabric of the
Internet and one that is increasingly becoming integrated into the experience of so many different
activities online.


Women Extend Lead on Men in Social Networking Usage
One demographic trend that has continued in 2010 is women extending their lead over men in the share
of their online time spent on social networking sites. Specifically, women spent 16.8 percent of their time
                                                                                                 thei
– one out of every six minutes – on social networking sites in December 2010, up 4.5 percentage points
from a year earlier. By comparison, men spent 12.0 percent of their time on social networking sites in
December 2010, up 2.9 percentage points from last year. So women not only spend more of their time on
                                        from
these sites than men, but they are also accelerating their usage at a faster rate.




                                                                                                   PAGE 10
The comScore 2010 U.S. Digital Year in Review
                         gital                                                               FEBRUARY 2011




               U.S.Trend in Share (%) of Time Spent on Social Networking Sites by Gender
                                 Source: comScore Media Metrix, Dec
                                                                Dec-2009 to Dec-2010

              18%                                Females          Males

              16%
              14%

              12%

              10%
               8%

               6%

               4%
               2%

               0%
                    Dec-2009   Feb-2010
                               Feb          Apr-2010       Jun-2010   Aug-2010    Oct-2010
                                                                                      2010     Dec-2010




Facebook Surges, Upstarts Gain Traction
2010 was another year in which the social networking category flexed its considerable muscle. Category
leader Facebook continued its momentum as it amassed millions of new users and people spent more
and more of their time on the site. Facebook accounted for 10 percent of U.S. page views in 2010, while
                                                       for
three out of every ten Internet sessions included a visit to the site.


However, beyond Facebook there were several other compelling stories to emerge from other social
media sites in 2010. The past year was not quite as kind to MySpace as its user base saw some attrition.
Although MySpace currently maintains its hold on the #2 ranking in the category with 50 million visitors in
December, its audience declined 27 percent and total time spent on the site declined 50 percent.
                                                                            declin
Business-oriented social networking site LinkedIn emerged as the third largest site in the category with
         oriented
26.6 million visitors in December 2010, up 30 percent vs. year ago. Twitter.com climbed 18 percent to
                                  2010,
23.6 million visitors in December (not including third-party app or mobile usage). A couple of surprise
stars emerged in the social networking space this year, as Tumblr.com surged 168 percent to 6.7 million
monthly visitors, while Formspring.me rose in popularity among younger social net
                                                                              networkers.
Formspring.me peeked in Q2 and slowed down as the year progressed, but even so, year over year
growth was more than 1,000% with 5.3 million visitors in December.




                                                                                                   PAGE 11
The comScore 2010 U.S. Digital Year in Review
                         gital                                                          FEBRUARY 2011




                U.S. Unique Visitor (000) Trend for Leading Social Networking Sites
                               Source: comScore Media Metrix, Dec
                                                              Dec-2009 to Dec-2010
     180,000
     160,000
                                                                                            Facebook.com
     140,000
                                                                                            Myspace
     120,000
                                                                                            LinkedIn.com
     100,000
      80,000                                                                                Twitter.com

      60,000                                                                                Tumblr.com

      40,000                                                                                Formspring.me

      20,000
           0




Facebook Posts Gains Across Every Dimension of Usage
In addition to its snowballing user base, Facebook grew significantly across nearly every performance
                            ng
metric in 2010. Facebook’s U.S. audience grew to 153.9 million in December, an increase of 38 percent,
                   th
as it became the 4 most visited web property reaching nearly 3 out of every 4 Internet users each
                                    property,
month. Engagement metrics fared even better, with Facebook’s total time spent surging 79 percent to
49.4 billion minutes and total page views growing 71 percent to 76.8 billion. Facebook’s overall growth in
2010 can be attributed to a growing number of people using Facebook, visiting more frequently, and
viewing more content on each visit.


               Facebook.com                       Dec-2009             Dec-2010          % Change
     Total Unique Visitors (000)                         111,888              153,886               38%
     % Reach                                                54.4                 72.6               34%
     Average Daily Visitors                               37,679               63,656               69%
     Total Minutes (MM)                                   27,624               49,339               79%
     Average Minutes per Usage Day                          23.7                 25.0                6%
     Total Pages Viewed (MM)                              44,891               76,836               71%
     Average Pages per Usage Day                            38.4                 38.9                1%
     Average Minutes per Page                                0.6                  0.6                4%
     Average Usage Days per Visitor                         10.4                 12.8               23%
     Average Minutes per Visitor                           246.9                320.6               30%
     Average Pages per Visitor                               401                  499               24%
     Average Minutes per Visit                               9.0                  9.0                0%
     Average Visits per Visitor                             27.4                 35.5               29%
     Average Visits per Usage Day                            2.6                  2.8                5%




                                                                                              PAGE 12
The comScore 2010 U.S. Digital Year in Review
                         gital                                                                     FEBRUARY 2011




Shifting Age Profiles at Facebook and Twitter
An analysis of the composition of visitors to Facebook and Twitter revealed shifting user demographics
over the past year. Facebook saw its 35-54 year old share of visitors decline 3.6 percentage points to
35.4 percent, while the under 18 year olds (up 1.2 points to 11.1 percent) and those age 55 and older (up
1.9 points to 13.2 percent) made the biggest gains. Twitter.com, meanwhile, saw a significant 9.4 point
                               e
gain in the share of 18-34 year olds visiting the site (representing nearly 47 percent of its visitors), while
                        34                                                         ent
those under 18 declined 8.0 points to 9.5 percent. This shifting composition may reflect, in part, a shift
                                                                                 reflect
among younger Twitter users towards other communication vehicles including mobile devices and third-
                                                        vehicles,                             third
party Twitter apps.


                  U.S. Demographic Profile                               U.S. Demographic Profile
              Share of Visitors to Facebook.com                       Share of Visitors for Twitter.com
        Source: comScore Media Metrix, Dec-20010 vs. Dec-2009
                                       Dec                      Source: comScore Media Metrix, Dec-2010 vs. Dec-2009
                                                                                               Dec
          100%                                                      100%
                        11.3%     +1.9    13.2%                                   10.8%             11.4%
           90%                                                       90%                    +0.6
           80%                                                       80%
           70%          39.0%             35.4%                      70%          34.6%            32.5%
                                  -3.6
                                   3.6                                                      -2.1
                                                                                             2.1
           60%                                                       60%
           50%                                                       50%
           40%                                                       40%
                                  +0.4    40.3%                                   37.2%    +9.4    46.6%
           30%          39.9%                                        30%
           20%                                                       20%
           10%                    +1.2                               10%                    -8.0
                                                                                             8.0
                         9.9%             11.1%                                  17.5%
            0%                                                        0%                            9.5%
                        Dec-09           Dec-10                                  Dec-09            Dec-10




U.S. Core Search Market 2010
Contextually Driven Searches Shake Up Search Market
The search user experience underwent some significant changes in 2010, beginning with the emergence
                                                                     ,
of contextually driven searches, which occur when users engaged with related, non-search content as
                               ,                                              non
part of the browsing experience. In response to this change, comScore began reporting an additional
view of the U.S. core search market known as ‘Explicit Core Search’, defined as engagement with a
search service with the explicit intent to retrieve search results. Another innovation in the search market
was Google’s introduction of Instant Search in September, a major enhancement to its search experience
          ’s
that allows users to see a full results page as they are typing a query.




                                                                                                            PAGE 13
The comScore 2010 U.S. Digital Year in Review                                                        FEBRUARY 2011




Google remained the clear market leader in 2010, accounting for more than 3 out of every 5 U.S.
searches throughout the year. The property peaked in December 2010 with 66.6 percent of explicit core
searches, while Yahoo! Sites ranked second at 16.0 percent. Microsoft Sites also reached its 2010 high
point in December, representing 12.0 percent of explicit core searches conducted. Ask Network and AOL
LLC ended the year with 3.5 percent and 1.9 percent of searches conducted, respectively.


                          Percent Share of Searches Among U.S. Core Search Engines*
               66.0% 66.6%                Source: comScore qSearch, Dec-2010 vs. Dec-2009

                                                      Dec-2009      Dec-2010




                                   17.3% 16.0%
                                                       10.4%12.0%
                                                                            3.7% 3.5%            2.6% 1.9%


               Google Sites        Yahoo! Sites      Microsoft Sites       Ask Network       AOL LLC Network

                              *December – March data in the above graph represent share of total core searches, while
                                                                April onward represent share of explicit core searches.


The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent gain in unique
searchers and an 8-percent gain in searches per searcher. Google Sites’ search query volume grew 13
percent, driven mostly by gains in searches per searcher (up 10 percent). Microsoft Sites saw the largest
growth in search volume at 29 percent, propelled by sizeable gains in both unique searchers (8 percent)
and searches per searcher (20 percent).



                                 U.S. Explicit Core Search Percent Change
                                   Source: comScore qSearch, Dec-2010 vs. Dec-2009
                                                                   Unique          Searches per
                                                  Searches
                                                                  Searchers          Searcher
                       Total Internet                   12%                 4%                  8%
                       Google Sites                     13%                 3%                 10%
                       Yahoo! Sites                      4%                 8%                 -4%
                       Microsoft Sites                  29%                 8%                 20%
                       Ask Network                       5%                 8%                 -3%
                       AOL LLC                         -18%               -25%                  8%



                                                                                                             PAGE 14
The comScore 2010 U.S. Digital Year in Review                                          FEBRUARY 2011




“Powered By” Reporting
In the latter half of the year, comScore began providing insight into the share of Explicit Core Searches
that are powered by the two major providers of algorithmic search results – Google and Bing. Google’s
“powered by” share is composed of searches conducted at Google entities, as well as searches on AOL
and Ask’s MyWebSearch, where Google branding is present. Bing’s “powered by” share is composed of
searches conducted at Bing entities, as well as Yahoo! searches where Bing branding is present. This
primarily consists of queries at Yahoo! Web Search, Yahoo! Image Search and Yahoo! Video Search.
Some of Yahoo!’s in-channel searches, such as Movies or Finance, are still provided by Yahoo!


In December, 69.4 percent of all searches carried organic search results from Google, while 24.4 percent
of searches were powered by Bing organic results.

                      "Powered By" Share of Explicit Core Searches in the U.S.
                                      Source: comScore qSearch, Dec-2010

                                                Google     Bing     Other


                                                    6.2%



                                          24.4%


                                                                  69.4%




Top Search Terms in 2010
An analysis using comScore Marketer™ revealed the top search terms overall in 2010, as well as the top
search terms that generated paid search clicks, across the 5 major search engines. The top search
phrase overall in 2010 was ‘facebook’, which accounted for 1.9 billion search queries over the course of
the year. ‘Youtube’ ranked second with 790.7 million searches, followed by ‘google’ with 615.9 million
searches and ‘yahoo mail’ with 562.2 million searches. Also ranking among the top search phrases for
the year were ‘Craigslist’ with 546.9 million searches, ‘MySpace’ with 360.1 million searches and ‘eBay’
with 311.1 million searches. The prevalence of popular websites among the top searches indicates the
heavy use of search for navigation, even in favor of typing in a URL into the browser’s navigation bar.




                                                                                             PAGE 15
The comScore 2010 U.S. Digital Year in Review                                             FEBRUARY 2011




In terms of phrases generating the most paid search clicks in 2010, ‘ebay’ was a clear leader with 99.2
million clicks, suggesting a heavy paid search marketing strategy. ‘Netflix’ took second place with 43.1
million clicks, followed by ‘yellow pages’ with 36.2 million clicks and ‘Verizon wireless’ with 29.8 million
clicks.


                         Top Search Phrases on 5 Core Search Engines in the U.S.
                                 Source: comScore Marketer, Jan-2010 to Dec-2010
                                        Organic                                      Paid Search
               Search Phrase                                   Search Phrase
                                     Searches (000)                                  Clicks (000)
            facebook                      1,933,467          ebay                            99,235
            youtube                          790,735         netflix                        43,132
            google                           615,945         yellow pages                   36,242
            yahoo mail                       562,167         verizon wireless               29,796
            yahoo                            553,125         home depot                     27,460
            craigslist                       546,872         google                         24,893
            facebook login                   503,093         mapquest                       24,860
            myspace                          360,055         lowes                          21,071
            ebay                             311,109         white pages                    20,891
            gmail                            303,182         walmart                        18,800




U.S. Online Advertising 2010
Display Advertising Continues to Climb
Over the course of 2010, U.S. Internet users received a total of 4.9 trillion display ads (standard and non-
standard IAB ads, includes both static and rich media, but not video). The total number of ads grew 23
percent from December 2009 to December 2010, as the online advertising market rebounded strongly
from the impact of the recession.




                                                                                                PAGE 16
The comScore 2010 U.S. Digital Year in Review
                         gital                                                                 FEBRUARY 2011




                              Total U.S. Display Ad Impressions in Millions (MM)
            500,000                   Source: comScore Ad Metrix, Dec-2009 to Dec-2010
            450,000
            400,000
            350,000
            300,000
            250,000
            200,000
            150,000
            100,000
             50,000
                 0
                        Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec-
                                                                          Oct
                        2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010



Social Networking Publishers Drive Display Ad Market
An analysis of publisher categories delivering the largest volume of display ad impressions during the
                    sher                                     lume
year found that Social Networking publishers were responsible for 34 percent of the display ads served in
                                                                                            a
December 2010, an increase of 11 percent
             ,                   percentage points from the previous year. Portals served 17 percent
                                                                         .
of display ad impressions during the month down 4 percentage points, while Entertainment publishers
                                     month,
served 11 percent of display advertisements, up 1 percentage point from the previous year.
                             advertisements


                      Share of U.S. Display Ad Impressions by Top Publisher Category
                                 Source: comScore Ad Metrix, Dec-2009 to Dec-2010
                                                             Dec
          100%
           90%
                                                                                                      -10%
           80%
           70%
                                                                                                      +2%
           60%
                                                                                                      +1%
           50%
           40%                                                                                        -4%

           30%
           20%
                                                                                                     +11%
           10%
            0%
             Dec-2009      Feb-2010
                               2010      Apr-2010      Jun-2010     Aug-2010        Oct-2010
                                                                                        2010     Dec-2010
                 Social Networking     Portals   Entertainment     News/Information      All Other




                                                                                                     PAGE 17
The comScore 2010 U.S. Digital Year in Review                                               FEBRUARY 2011




Brand Advertisers Continue Shift to Digital
2010 also saw a continuing shift of advertising dollars online as more major brand advertisers continue to
invest in the medium. In Q4 2010, 104 different advertisers delivered more than 1 billion display ad
impressions, up from 80 in Q4 2009. Nearly all the growth came from those delivering between 1-3 billion
impressions, while the number of advertisers delivering at least 3 billion remained more consistent.


                         Number of Advertisers Delivering At Least 1 Billion
                           Display Ad Impression per Quarter in the U.S.
      120                         Source: comScore Ad Metrix, Q4 2009 - Q4 2010

                                                                    4
      100                                                           12               4
                                                   4
                                                                                    12
                                                   12               10
                                  5                                                 10
       80         4                                12                                              10+ Billion
                                  11
                  9                                                                                5-10 Billion
                                  13
       60         12                                                                               3-5 Billion
                                                                                                   1-3 Billion
       40                                                           83              78
                                                   72
                  55              59
       20


        0
               Q4 2009         Q1 2010          Q2 2010          Q3 2010          Q4 2010



Top Display Advertisers and Publishers
Telecom companies were represented well in the ranking of top display advertisers for 2010. Network
providers AT&T Inc. (94 billion ad impressions) and Verizon (66.7 billion impressions) ranked as the top
U.S. online display advertisers in terms of total ad impressions served between January 2010 and
December 2010. Fellow carrier Sprint also made it into the top ten with 30.2 billion impressions, ranking
#8. Online trading company Scottrade ranked #3 with 59 billion impressions, while Experian Interactive
secured the #4 position with nearly 54 billion views, and eBay, Inc. rounded out the top five with 36.8
billion impressions.




                                                                                                  PAGE 18
The comScore 2010 U.S. Digital Year in Review                                                       FEBRUARY 2011




From a publisher perspective, Facebook.com delivered the most display ads with more than 1 trillion ads
in 2010, setting an all-time record for ads delivered and the first to eclipse the 1 trillion ad threshold.
Yahoo! Sites, last year’s top display ad publisher, ranked second with 529.4 billion ads, followed by
Microsoft Sites in third place with 243.9 billion ads. Fox Interactive Media (200 billion ads) and AOL, Inc.
(130 billion ads) rounded out the top five.



             Top Ten U.S. Online Display Advertisers by                 Top Ten U.S. Online Display Publishers
                 Number of Impressions in Millions                       by Number of Impressions in Millions
              Source: comScore Ad Metrix, Jan-2010 to Dec-2010         Source: comScore Ad Metrix, Jan-2010 to Dec-2010

             AT&T Inc.                                     94,096   Facebook.com                            1,019,891
               Verizon                            66,683              Yahoo! Sites                529,378
        Scottrade, Inc.                         59,014              Microsoft Sites       243,879
  Experian Interactive                        53,995                Fox Int. Media        200,175
             eBay, Inc.                36,828                             AOL, Inc.     130,159
  IAC - InterActiveCorp              30,592
                                                                      Google Sites      128,247
           Progressive              30,202
                                                                     Turner Digital    74,958
         Sprint Nextel              30,196
                                                                      Glam Media       44,054
           Netflix, Inc.            29,643
                                                                              eBay    32,884
         Apollo Group              26,991
                                                                             ESPN     32,405



Display Ad Creative Stays Static… For Now
In 2010 comScore introduced the Ad Metrix Creative Summary report to illustrate which types of ad units
are being delivered on various sites around the web. While significant innovation occurred in terms of the
different creative ad units being used in the display market, the increase in advertising volume actually
came from more static ad formats. Standard GIFs and JPEGs grew from 236 billion impressions in June
to 295 billion in December, while Flash ads actually declined from 162 billion impressions to 147 billion.
(Rich media display, though considerably lower in volume, did increase from 12 billion to 16 billion
impressions). This phenomenon in part reflects the emergence of Facebook, which primarily hosts static
ad units, as the leading display advertising channel. Despite this somewhat counterintuitive trend in the
use of different creative formats, more advanced formats are appearing online and should be deployed on
a larger scale in 2011.




                                                                                                            PAGE 19
The comScore 2010 U.S. Digital Year in Review                                           FEBRUARY 2011




               U.S. Online Display Advertising Impressions (Billions) by Creative Format
                    Source: comScore Ad Metrix Creative Summary, Dec-2010 vs. Jun-2010

   500
   450                                                                          16
   400                          12
                                                                                147
   350
   300                          162

   250
   200
   150                                                                          295
                                236
   100
     50
      0
                              Jun-10                                          Dec-10

                          Standard GIF/JPEG       Flash     Rich Media Display/Other



Display Ad Placement Strategies Increase in Sophistication
2010 saw the rapid emergence and acceptance of ad exchanges, demand-side platforms and other
sophisticated tools for the buying and selling of online advertising. With the emergence of these new
markets came an increasing focus on the effectiveness of various display ad placement strategies, such
as retargeting, efficiency pricing, contextual buys, run-of-network buys and premium buys. A 2010
comScore report, entitled When Money Moves to Digital, Where Should it Go? evaluated the relative
impact of several of these media-placement strategies on the Valueclick ad network to help begin to
answer some of these important questions. One of the key learnings from this research was that
retargeting (i.e. serving an ad to an audience who has previously visited an advertiser’s site) consistently
out-performed the others, making it a strong option for both direct response and longer-term branding
objectives.




                                                                                              PAGE 20
The comScore 2010 U.S. Digital Year in Review                                                            FEBRUARY 2011




                     Percent Lift in Number of People who Searched for a Marketer’s Brand
                                   within Four Weeks of Ad Exposure in the U.S.
          1200%
                         +1046%

          1000%

           800%
                                        +514%
           600%
                                                        +300%
           400%
                                                                        +130%
                                                                                       +126%             +100%
           200%

             0%
                     Retargeting       Audience        Premium        Contextual         RON           Efficiency

                                   Based on 103 campaigns running July 2009 thru March 2010, which were delivered by ValueClick Media
                  To download the full report, entitled When Money Moves to Digital, Where Should it Go?, please visit: http://bit.ly/gdspzb.


Retargeting generated a 1046-percent lift in branded search, far surpassing the lift generated by the other
strategies. Audience targeting followed at 514 percent lift, followed by premium placement (+300
percent), contextual targeting (+130 percent), run-of-network (+126 percent) and efficiency pricing (+100
percent). It should be noted that the other strategies have their own merits and therefore should be
considered depending on the campaign objective. For example, placements that optimize to quickly
deliver traffic, such as efficiency buys (i.e. buys that are based on cost-per-click engagement with
creative) and run-of-network/RON buys (i.e. buys that appear anywhere in the network and that are often
optimized by conversion) do not always encourage search activity or sustain audiences to a site over
time, but they do provide massive scale and some long-term branding effects.


U.S. Online Video Market 2010
Online Video Gains Momentum in 2010
The online video market continued to gain momentum in 2010, with an average of 179 million Americans
watching video each month. Engagement levels also rose during the year, with viewers watching online
videos more frequently. More than 88.6 million people watched online video on an average day in
December 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for the
month (up 13 percent). Americans also spent a significantly higher number of hours viewing online video
in 2010 versus the prior year due to increased content consumption and more video ad streams. The
average American spent more than 14 hours watching online video in December, a 12-percent increase
from last year, and streamed a record 201 videos, an 8-percent increase.




                                                                                                                 PAGE 21
The comScore 2010 U.S. Digital Year in Review                                           FEBRUARY 2011




                            Growth in Total U.S. Online Video Market
                             Source: comScore Video Metrix, Dec-2010 vs. Dec-2009


                                  Viewing Sessions                Videos per           Hours per Viewer
     Average Daily Unique
                                     (Billions)                    Viewer
      Viewers (Millions)
                                                5.8                        201                      14.2
                 88.6


                                   5.1                         187                     12.7
      67.3



    Dec-2009   Dec-2010         Dec-2009    Dec-2010        Dec-2009    Dec-2010     Dec-2009     Dec-2010




Online TV Viewing on Upward Trajectory
The world of online video has seen a continued increase in adoption of viewing originally scripted TV
content. While Hulu continues to drive a large portion of this online TV viewing activity, other major
broadcast TV sites are playing an increasing role. In Q4 2010, Hulu accounted for 19.4 billion minutes
(323 million hours) of online TV viewing, up 17 percent from the previous year. The five major broadcast
TV sites (ABC, CBS, NBC, Fox and the CW) combined to account for 9.7 billion minutes (162 million
hours), which equates to half of the total time spent viewing video on Hulu, but grew at approximately five
times the rate at 82 percent. The total combined time spent viewing online TV on Hulu and the five
network sites grew 33 percent over the past year. This strongly growing market represents one of the
most significant opportunities for advertisers with this attractive advertising channel generating both high
engagement from viewers and high CPMs for publishers.




                                                                                                PAGE 22
The comScore 2010 U.S. Digital Year in Review                                             FEBRUARY 2011




Online TV: U.S. Trend in Minutes (MM) Spent Watching Hulu & Top 5 Broadcast Network Video
                             Source: comScore Video Metrix, Q4 2009 - Q4 2010
     30,000


     25,000


     20,000


     15,000


     10,000


      5,000


          0
          Q4 2009             Q1 2010              Q2 2010               Q3 2010             Q4 2010
                                  Hulu      5 Major Broadcast Network Sites



Video Ad Networks Prove Far-Reaching
Video ad networks also performed strongly in 2010 due to the continued proliferation of video advertising,
with video ads now reaching 7 out of 10 Americans online and nearly 1 out of 2 Americans nationwide
each month. In December 2010, video ad networks served 5.9 billion ads, averaging 40 ads per viewer
and 0.4 minutes per ad. Tremor Media Video Network took the top spot among video ad networks in
December, delivering 1.0 billion ads to reach 40.8 percent of online video viewers, an average of 12 ads
per viewer. BrightRoll Video Network reached 31.8 percent of online viewers, while ADAP.TV reached
fewer viewers (27.1 percent) but delivered a higher number of video ad streams (681.5 million).


                    Top U.S. Video Ad Networks* by % Reach Web Population**
                                    Source: comScore Video Metrix, Dec-2010

                                          % Reach         % Reach
                                                                        Video Ads      Ads per        Minutes
                                          U.S. Web       Total U.S.
                                                                          (000)        Viewer        per Video
                                            Pop             Pop
Video Ad Networks (Actual Reach)              70.0%          49.1%      5,910,646            39.8             0.4
Tremor Media Video Network                    40.8%          28.6%      1,021,693            11.8             0.5
BrightRoll Video Network                      31.8%          22.3%        587,946             8.7             0.6
ADAP.TV                                       27.1%          19.0%        681,543            11.9             0.6
TubeMogul Video Ad Platform                   20.2%          14.2%        174,062             4.1             0.6
BBE                                           15.0%          10.5%        126,321             4.0             0.4
                                                                                          *Based on video ads served
                                                                                    **Based on actual reach measures




                                                                                                 PAGE 23
The comScore 2010 U.S. Digital Year in Review                                            FEBRUARY 2011




Video Advertising Market Takes Shape in 2010
The launch of comScore Video Metrix 2.0 with June 2010 data provided enhanced visibility into the
viewing of video content vs. video ads. In the half year of this new view of the online video market, there
has been a consistent increase in video advertising as a percentage of total online viewing – a sign of the
improving monetization of the medium. According to December 2010 Video Metrix data, video ads
comprised 16.4 percent of all videos streamed, up from 12.2 percent in June. Although video ads now
account for approximately one in every six videos viewed, they do not yet represent a significant
interruption to the online viewing experience, as they only account for 1.6 percent of all time spent
viewing video (up from 1.2 percent in June). While monetization of online video is increasing quickly, it is
clear there is still significant opportunity when considering that TV content has approximately 25 percent
advertising coverage compared to just 1.6 percent online.


               U.S. Video Advertising as a Percentage of Total Online Video Consumption
                             Source: comScore Video Metrix, Jun-2010 to Dec-2010
    18%                                                                                              16.4%
                                                                                     15.3%
    16%

    14%                                                 12.3%          12.8%
              12.2%
    12%                                    10.7%
                              9.8%
    10%

     8%

     6%

     4%
               1.2%                                     1.2%            1.2%         1.4%            1.6%
     2%                       0.9%         1.0%

     0%
             Jun-2010       Jul-2010     Aug-2010     Sep-2010        Oct-2010     Nov-2010      Dec-2010

                      Video Ads as % of Total Views             Video Ads as % of Total Time Spent




                                                                                               PAGE 24
The comScore 2010 U.S. Digital Year in Review
                         gital                                                               FEBRUARY 2011




U.S. Mobile Market 2010
A Game-Changing Year for Mobile
       Changing
2010 was a year of undeniable progress in the mobile arena. A wide variety of increasingly advanced
  10                                                 arena
devices were introduced to the market, mobile content options continued to increase with an ever-growing
                                                              continued                     ever
library of applications paired with improvements to the mobile browsing experience, while the definition of
the word “mobile” evolved with the introduction of tablet devices such as the iPad. Major milestones in
mobile were crossed during the year as smartphones reached 1 in 4 mobile Americans and 3G
penetration crossed the 50 percent threshold, signaling the maturation of the mobile industry.
                            ercent                                                   industr



In December 2010, nearly 47 percent of mobile subscribers were connected media users (used browsers,
                             ercent
accessed applications or downloaded content), up 7.6 percentage points from the previous year. The
                                    content)                                             year
growth in mobile media usage is largely attributable to the growth in smartphone adoption, 3G/4G device
ownership and the increasing ubiquity of unlimited da plans, all of which facilitate the consumption of
                                                   data                       litate
mobile media. From December 20 to December 2010, the percentage of mobile phone subscribers
            .               2009
with unlimited data plans increased from 21.7 percent to 29.0 percent, with more phones now requiring an
          ited
unlimited data plan subscription at the time of purchase. During the same period, smartphone ownership
    mited
increased from 17 percent to nearly 27 percent, while 3G/4G phone ownership reached the 50 percent
threshold in November 2010.


                             Growth of Mobile Market Enablers in the U.S.
                         Source: comScore MobiLens, 3 mo. avg. ending Dec
                                                                      Dec-2009 to Dec-2010
                                                                                      2010
        60%
                                                                                                     +7.6 pts
        50%

        40%
                                                                                                     +7.3 pts
        30%

                                                                                                     +9.4 pts
        20%

        10%

         0%
              Dec-2009            Mar-2010
                                  Mar                  Jun-2010             Sep-2010              Dec-2010

                 Smartphone Owners            3G/4G Subscribers           Unlimited Data Plan Subscribers




                                                                                                    PAGE 25
The comScore 2010 U.S. Digital Year in Review                                             FEBRUARY 2011




U.S. Smartphone Adoption Surges Past 25 Percent Penetration
The smartphone market continued to see strong growth in 2010 with an increasing number of smartphone
devices introduced to the market, giving consumers a wide variety of options to choose from when
purchasing a phone. Among the high-profile smartphone introductions in 2010 were the iPhone 4,
Windows Phone 7, Droid Incredible by HTC, Motorola Droid X, RIM BlackBerry Torch, T-Mobile G2,
Samsung Epic 4G and others. In September 2010, smartphone ownership crossed the 25 percent
threshold, marking a significant milestone in smartphone adoption in the U.S. By December 2010,
smartphone penetration had reached 27 percent of the mobile market. One of the most talked about
stories in mobile during 2010 was the rapid adoption of Google Android devices, which made Google the
second largest operating system (OS) by the end of the year, trailing only market leader RIM. Among
smartphone OS platforms, RIM retained its lead with 31.6 percent market share in December 2010
(although decreasing 10 percentage points from the previous year), followed by Google at 28.7 percent
(surging 23.5 percentage points in the past year), Apple’s market share remained mostly flat at 25
percent, while Microsoft followed at 8.4 percent (down 9.5 percentage points).


                                                            U.S. Smartphone OS Market Share
    U.S. Smartphone Penetration                             Source: comScore MobiLens, 3 mo. avg. ending
    Source: comScore MobiLens, 3 mo.                                         Dec-2010
          avg. ending Dec-2010                                                  2.5%
                                                                         3.7%

                                                                       8.4%                      RIM
                      27%
                                                                                       31.6%     Google
                                                                                                 Apple
              73%                                                   25.0%
                                                                                                 Microsoft
                                                                                                 Palm
       Smartphone      Non-Smartphone                                            28.7%           Symbian



Verizon Leads as America’s Largest Network Operator, AT&T Home to More Smartphone Users
The largest four mobile network providers, Verizon, AT&T, T-Mobile and Sprint, combined to account for
82 percent of the U.S. mobile subscriber market (age 13+) in December 2010. Verizon led the U.S.
mobile market as the carrier for 31.3 percent of mobile subscribers, with AT&T accounting for 26.6
percent share, followed by T-Mobile (12.2 percent) and Sprint (11.9 percent). When looking exclusively at
the smartphone market, AT&T holds a solid lead with 38.3 percent market share, compared to Verizon’s
26.7 percent. However, as an increasing number of smartphone options have become available across
carriers, AT&T has seen its smartphone share decline 6 percentage points since December 2009.
Meanwhile, Verizon has climbed 3.5 percentage points during the same time period as Android devices
using Verizon have penetrated the market at a rapid clip. With the recent iPhone/Verizon announcement,
the industry is waiting to see how this deal will shake up the operator market in 2011.



                                                                                                PAGE 26
The comScore 2010 U.S. Digital Year in Review                                                FEBRUARY 2011




           U.S. Network Operator Share                                   U.S. Smartphone Operator Share
        Source: comScore MobiLens, 3 mo. avg.                             Source: comScore MobiLens, 3 mo.
                                                                                avg. ending Dec-2010
                   ending Dec-2010
                                                                                          1.1
                                                                                  1.0 0.8 0.0 0.7
                      2.2%1.8%
               2.8%
        4.2%
           6.0%                                                                     15.9%         26.7%
                                  31.3%
               11.9%                                                            15.1%

                  12.2%
                                                                                              38.3%
                             26.6%




Samsung Leads Device Manufacturer Market
Samsung unseated last year’s OEM (original equipment manufacturer) leader, Motorola, to rank as top
OEM provider with 24.8 percent of devices owned by mobile subscribers in December 2010, up 3.6
percentage points from the previous year. LG captured the second largest share of the handset market
with 20.9 percent (declining 1.0 percentage points versus the previous year), followed by Motorola with
16.7 percent (down 6.7 percentage points) and RIM with 8.5 percent (up 1.5 percentage points). Apple
captured 6.8 percent of the OEM market, up from 4.3 percent share the previous year, as the introduction
of the iPhone 4 bolstered its growth.



                                 OEM Installed Base U.S. Market Share
                            Source: comScore MobiLens, 3 mo. avg. ending Dec-2010

                                        1.7% 1.4%    1.1%   0.5%
                                 2.3%                                                 Samsung
                                     6.8%                                             LG
                                                                                      Motorola
                                                             24.8%                    RIM
                                          7.0%
                                                                                      Other
                                         8.2%                                         Nokia
                                                                                      Apple
                                            8.5%              20.9%                   Kyocera
                                                                                      Sanyo
                                                   16.7%                              Sony Ericsson
                                                                                      Palm
                                                                                      UTStarcom




                                                                                                      PAGE 27
The comScore 2010 U.S. Digital Year in Review                                                  FEBRUARY 2011




Top Mobile Activities: One-third of Americans Access Mobile Browsers and Applications

Consumers turned to their mobile devices in growing numbers and increasing frequency throughout the
year. A look at some of the top mobile activities in 2010 demonstrated consumers’ need for
communication, information and entertainment. Text messaging led as the top mobile activity with 68
percent of American mobile subscribers texting in December 2010, while more than half (52.4%) took a
photo with their mobile device and 39.5 percent of subscribers accessed news and information. Although
application usage continued to grow in 2010, slightly more Americans (36.4 percent) used their mobile
browser than accessed applications (34.4 percent). Other top mobile activities included emailing (30.5
percent), accessing weather information (25.2 percent), and using social networking or blogs (24.7
percent).



                                    Top Mobile Activities in the U.S.
                             Source: comScore MobiLens, 3 mo. avg. ending Dec-2010

                         Sent text message                                                            68.0%
                                Took photo                                                 52.4%
            Accessed news and information                                          39.5%
                              Used browser                                     36.4%
                           Used application                                  34.4%
                                Used email                                 30.5%
                         Accessed weather                           25.2%
        Accessed social networking or blogs                         24.7%
                              Played games                         23.2%
                           Accessed search                     21.4%
                            Captured video                    20.2%
                            Accessed maps                   17.8%
                   Used instant messenging                  17.2%
               Accessed sports information                 15.8%
                          Listened to music               15.7%




                                                                                                     PAGE 28
The comScore 2010 U.S. Digital Year in Review                                           FEBRUARY 2011




Looking Ahead to 2011
Time for Marketers to Seize Opportunities in the Economic Upswing
2010 was a year of renewed optimism and excitement in the digital media industry, with many sectors
seeing strong rebounds from 2009. While the forthcoming year promises continued innovation and a
multitude of new opportunities, effective marketers will need to focus their energy and resources on the
highest value endeavors. They must realize that it is not wise to chase every shiny object emerging on
the digital landscape, as not every innovation is the right fit for a given company or brand. Rather,
marketers should understand not only what is happening in the broader marketplace, but why a certain
company has been successful in that market and – perhaps most importantly – what is says about
consumer behavior. The companies that adapt these learnings most effectively to their businesses and
leverage them appropriately will be the ones that get ahead in 2011.


With that in mind, the following is a summary of the key digital media trends that businesses should
consider as part of their broader strategies if they want to position themselves for success in the coming
year:
    •   E-Commerce: After two years of sluggish online spending, retail e-commerce bounced back to
        double-digit growth rates in 2010, as consumers opted for the convenience and lower prices
        enabled by the medium. As an advertising medium, the online channel also continues to be an
        important driver of offline buying, so marketers in all industries must not only have an online
        presence, but understand how it drives both online and in-store purchase behavior. With group-
        buying and flash deal sites rapidly creating new sectors in online retail, brands have more
        opportunities to attract new customers -- but it is important to meet the expectations of these
        consumers if there is any chance of engendering long-term loyalty. Many consumers continue to
        be very price-sensitive, but others have simply become accustomed to getting deals, so retailers
        must understand their prospective consumers’ psychology and have a strategy that enables them
        to maintain margins while delivering long term customer value.
    •   Social: 2010 represented yet another huge year for social media, and it can safely be assumed
        that 2011 will see a continuation of this trend. Businesses that have no social media presence in
        2011 are likely to be left behind; however, social media may not necessarily be worth significant
        investment for every company or brand. To promote your product or brand through social media
        or to use it as a means of obtaining customer feedback, it is important to understand how
        consumers may (or may not) use the medium. Every brand should, at a minimum be listening to
        what consumers are saying and most should probably engage directly with them. Developing
        more advanced social media tools should be a function of whether or not your customers are
        likely to be strong brand ambassadors or not. It should also be noted that (mainly due to




                                                                                              PAGE 29
The comScore 2010 U.S. Digital Year in Review                                            FEBRUARY 2011




        Facebook) social networking sites now account for more than one-third of all display ads
        delivered online, while Twitter expects to become a bigger player on the advertising stage with
        “promoted tweets” in 2011. Social media ads often tend to be priced lower than many other
        display ads across the web, which can mean the opportunity for very cost-effective advertising
        that can reach tens of millions of consumers.
    •   Search: From a consumer experience standpoint, the U.S search market continues to evolve,
        with Google and Bing both making strides in the past year. Through Bing’s partnership with
        Yahoo!, it now controls nearly 30 percent of the search market making it more able to compete
        with Google, and helping to push forward new innovations. We have seen the integration of real-
        time search, improved blended search results and other new search modules, all of which have
        enriched the search experience. 2011 promises to give a clearer view of how the integration of
        social data may further enhance the quality of search results.
    •   Advertising: Throughout 2010 we saw the display advertising market become increasingly
        advanced, requiring a similar level of sophistication in the measurement of its effectiveness. With
        more dollars than ever before moving to digital and the introduction of several new media-
        placement strategies, marketers increasingly require deep, accurate and holistic insights to guide
        their pre- and post-campaign strategies. In 2011, look for an increasing demand from marketers
        for end-to-end measurement across the digital advertising ecosystem. In order to maximize the
        value of advertising in the channel, marketers will seek solutions that answer all of their
        measurement questions, using consistent data sources and holistic measurement techniques.
    •   Video: Online video viewing continues to account for an increasing amount of consumers’ time
        online, as content options, quality and convenience drive people to this channel. Video ads will
        continue to offer advertisers an engaging venue to reach their target audience and will be an
        important aspect of the development of the online video industry. In 2011, look for cross media
        relationships to take center stage as the convergence of traditional TV and online video viewing
        continues to blur the lines between media channels.
    •   Mobile: The perfect storm aligned for mobile in 2010, as smartphone adoption, device
        innovations (including tablets) and improvements in network speeds all took hold – and it can be
        expected that these factors will continue to be strong drivers of mobile media consumption in
        2011. One can expect to see continued growth in the use of mobile devices to obtain real-time
        price and product information in support of an intended in-store buying decision and the likelihood
        that the information obtained will drive some of that buying activity to actually occur online. While
        still in its infancy, mobile advertising will also become an increasingly important component of the
        mobile landscape in 2011, as the convenience and nearly ubiquitous nature of mobile make this
        platform potentially extremely valuable for advertisers. Importantly, there will likely be an early




                                                                                               PAGE 30
The comScore 2010 U.S. Digital Year in Review                                           FEBRUARY 2011




        industry focus on higher click-through rates on mobile ads, but this metric is somewhat of a red
        herring as curious consumers will be more likely to engage with new ad units in the early days of
        the mobile ad industry. It will be essential to understand the view-through impact and longer term
        brand-building that mobile ads can deliver. Brands must also remember that mobile media is not
        just an extension of PC-based Internet usage, but is itself a unique platform that by its nature will
        influence the how, what, where, why and when of consumers’ media consumption. As
        competition heats up across operating systems, device manufacturers and carriers, consumers
        stand to reap the benefits of a growing number of attractive options in their mobile decisions.

Each year brings new hope, and it’s clear that the opportunities in digital media in 2011 are virtually
limitless. But, only with a firm grasp on the rapidly evolving landscape will companies be able to employ
the most sound business strategies, leverage their strengths, and maximize the returns for both their
customers and for themselves.


comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred
source of digital business analytics. comScore helps its clients better understand, leverage and profit from
the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software
solutions for the measurement of online ads and audiences, media planning, website analytics,
advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce,
and a broad variety of emerging forms of digital consumer behavior. comScore services, which now
include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are
used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC,
Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft,
MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin
and Yahoo!. For more information, please visit www.comScore.com.



FOR MORE INFORMATION, PLEASE CONTACT:

Sarah Radwanick
comScore, Inc.
+1 206 268 6310
press@comscore.com




                                                                                              PAGE 31

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ComScore 2010 US Digital Year in Review

  • 1. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 PAGE 1
  • 2. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 The 2010 U.S. Digital Year in Review 2010 represented yet another exciting year in the evolution of the U.S. digital media industry. It was a year that saw renewed optimism, continued innovation, and the increasing fragmentation of the media landscape. As digital marketers strategize for success in the year ahead, we must begin by reflecting on the events of the past year if we are to make sense of the future. The many questions that will be addressed in this report include: • Which consumer trends dominated the digital media landscape in 2010? • How are people spending their digital media consumption time? • Which new and emerging technologies and services are capturing the attention of the marketplace? • What is the state of the digital advertising market? • How is the rapid increase in mobile media usage changing consumer behavior? The comScore 2010 U.S. Digital Year in Review offers an overview of the prevailing trends in digital media usage during the year and considers their implications for the year ahead. This report will examine the trends in U.S. Internet usage, search activity, e-commerce, online video consumption, online advertising, and mobile, as we offer a prognosis for which digital strategies will be most critical for success in 2011. PAGE 2
  • 3. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Table of Contents: 2010 U.S. Digital Year in Review U.S. E-Commerce 2010 ............................................................................................................ 4 Includes: Online Retail Trends, Top Spending Days, Group Buying Trends, Top Growing Retail Categories U.S. Top Web Properties and Category Trends 2010 ........................................................... 7 Includes: Top Properties and Categories by Time Spent, Trends in Email Usage U.S. Social Networking Trends 2010 .................................................................................... 10 Includes: Top Social Network Trends, Facebook Stats, Demographic Analysis U.S. Core Search Market 2010 .............................................................................................. 13 Includes: Core Search Trend, “Powered By” Reporting, Top Search Terms U.S. Online Advertising 2010 ................................................................................................. 16 Includes: Display Ad Trend, Top Display Advertisers & Publishers, Ad Effectiveness Trends U.S. Online Video Market 2010 ............................................................................................. 21 Includes: Viewer Behaviors, Hulu & Broadcast Network Growth, Video Ad Networks, Ads vs. Content Viewing U.S. Mobile Market 2010 ........................................................................................................ 25 Includes: Smartphone & 3G Trends, Market Share by OS, Network & OEM, Top Mobile Activities Looking Ahead to 2011 .......................................................................................................... 29 PAGE 3
  • 4. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. E-Commerce 2010 Online Spending Growth Resumes in 2010 Following two years of dampened online retail buying due to the economic downturn, 2010 was a year to bounce back. Depressed consumer discretionary spending going back to the end of 2008 finally gave way to improving consumer sentiment, helping lead the U.S. e-commerce market back to consistent positive growth in 2010. 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. The 2010 holiday season represented a high point in this bounce-back year for retail e-commerce, with growth rates surging to 12 percent – even outpacing comScore’s initial forecast of 11 percent for the season. While some of the holiday season growth can be attributed to consumers taking advantage of discounting and promotional activity online (most notably, free shipping), it is also a clear sign of improving consumer confidence. Not surprisingly, November ($14.5 billion) and December ($18.1 billion) were the heaviest online spending months of the year, and they also exhibited accelerating growth rates versus the preceding months (Note: November and December growth rates calculated based on comparable shopping days in 2009, not calendar dates.) 2010 U.S. Retail E-Commerce Spending ($MM) and Y/Y Growth Rate by Month $20,000 Source: comScore E-Commerce Measurement 20% $18,000 18% $16,000 16% $14,000 14% $12,000 12% $10,000 10% $8,000 8% $6,000 6% $4,000 4% $2,000 2% $0 0% Spending Y/Y Growth PAGE 4
  • 5. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Cyber Monday Breaks Billion Dollar Threshold The heaviest individual spending day of the year was Cyber Monday (Monday, November 29, 2010) at $1.028 billion. This historic day for e-commerce was not only the first time on record that online retail toric e commerce spending surpassed $1 billion, but it also marks the first time that Cyber Monday ranked as the heaviest online spending day of the season. In addition to Cyber Monday, eight different days saw at least $900 million in spending, led by Monday, December 13 (aka “Green Monday”) with $954 million, Monday, December 6 ($943 million), and Friday, December 17 ($942 million). Top 10 U.S. Online Retail Spending Days in 2010 in Millions Source: comScore E-Commerce Measurement Monday, Nov. 29 $1,028 Monday, Dec. 13 $954 Monday, Dec. 6 $943 Friday, Dec. 17 $942 Thursday, Dec. 16 $930 Tuesday, Dec. 14 $913 Tuesday, Nov. 30 $911 Wednesday, Dec. 8 $901 Thursday, Dec. 9 $898 Tuesday, Dec. 7 $880 Spending ($) *November and December growth rates based on corresponding shopping days relative to Thanksgiving, not calendar days Source: comScore, Inc. (U.S.) Consumer Electronics the Top Growing Online Retail Product Category Several retail categories performed particularly well in 2010. Consumer Electronics ranked as the top growing category by dollar sales at 19 percent growth, bolstered by the popularity of flat panel TVs and mobile devices. Computer Hardware ranked second a 17 percent, with low-priced computers and the ardware at priced popularity of e-readers and netbooks contributing significantly to the gains. Books & Magazines (up 16 readers percent), Flowers, Greetings & Gifts (up 13 percent), and Jewelry & Watches (up 11 percent) rounded out the top five. PAGE 5
  • 6. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Top 5 Growing U.S. Retail E Commerce Categories in 2010 E-Commerce Source: comScore E Commerce Measurement, 2010 vs. 2009 E-Commerce Consumer Electronics 19% Computer Hardware 17% Books & Magazines 16% Flowers, Greetings & Gifts 13% Jewelry & Watches 11% Y/Y % Change Local/Group-Buying and Flash Sales Sites Take Off Buying One of the hottest trends in e-commerce in 2010 was the emergence and ascendance of local/group- commerce buying and flash sales sites. On the local/group-buying side, Groupon – which pioneered this market – jumped out to a strong leading position, though LivingSocial has established itself as a strong second player. Groupon.com attracted 10.7 million unique visitors in December, up 712 percent versus year ago, while LivingSocial jumped 438 percent to 5.7 million unique visitors. t U.S. Unique Visitor (000) Trend for Groupon Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 12,000 Groupon 10,000 8,000 6,000 4,000 2,000 0 PAGE 6
  • 7. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Meanwhile, another “deal”-based segment of e based e-commerce – flash sale sites – continue to gain traction. continued Flash sale sites include daily deals of heavily discounted merchandise, often in the apparel and accessories segment. Among the most notable sites in this segment are Gilt Groupe, HauteLook, Ideeli and RueLaLa, with each of these sites growing their respective U.S. audiences strongly over the past g year U.S. Unique Visitors (000) to Leading Flash Sale Sites Source: comScore Media Metrix, Dec Dec-2010 vs. Dec-2009 Gilt.com 863 +52% Hautelook.com 793 +1% Ideeli.com 658 +16% RueLaLa.com 435 +33% U.S. Top U.S. Web Properties and Site Category Trends 2010 Facebook Takes the Lead on Engagement Though Google Sites and Yahoo! Sites remain the most visited web properties in the U.S. with approximately 180 million visitors a month Facebook is attracting an ever-increasing share of total time month, increasing spent online. In the past year, Facebook has surpassed each of the top three largest web properties, capturing the #1 ranking by time spent in August 2010. Facebook now accounts for 12.3 percent of time A . spent online in the U.S., up from 7.2 percent just a year ago. PAGE 7
  • 8. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Trend in Share (%) of Time Spent for Top 5 U.S. Web Properties 14% Source: comScore Media Metrix, Dec-2009 to Dec-2010 Dec 12% Facebook.com 10% Google Sites 8% Yahoo! Sites 6% Microsoft Sites 4% AOL, Inc. 2% 0% Shift from ‘Traditional’ to ‘New Entry Points Continues New’ Although the U.S. represents a very mature Internet market overall, online consumer behavior patterns online continue to exhibit noticeable shifts over time. Most notably, we have continued to witness a shift in time spent away from portals toward online leisure activities such as social media and entertainment. Among the top four online content areas according to their share of overall time spent online, Portals remains the P largest with 20.2 percent share of time spent, though that percentage has declined 1.4 points over the poi past year. Social Networking now ranks as the next most engaging activity at 14.4 percent of time spent etworking online (up 3.8 percentage points), while Entertainment ranks third at 12.6 percent (up 0.8 percentage points). As communication continues to shift to other channels, including social media and mobile, usage of web-based email declined 1.5 percentage points to 11.0 percent of time spent. based PAGE 8
  • 9. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Percent (%) Share of U.S. Time Spent Online for Top Content Categories Source: comScore Media Metrix, Dec-2009 to Dec-2010 Dec 25% 20% Portals Social Networking 15% Entertainment e-mail 10% 5% Web-Based Email Usage Heads South Based As communication platforms and devices continue to proliferate, the usage of web-based email has proliferate, web begun to decline, particularly among younger segments of consumers who are increasingly shifting younger towards instant messaging, social media, and mobile communications. Total web-based email usage web- declined 8 percent in the past year, with the most precipitous decline occurring among 12-17 year olds 12 (down 59 percent). Usage also declined marginally among 18 24 year olds, while more noticeable down 18-24 declines were seen among 25-34 year olds (down 18 percent), 35 44 year olds (down 8 percent) and 45- 34 35-44 45 54 year olds (down 12 percent). In contrast, however, usage actually gained among 55-64 year olds (up actually 55 22 percent) and among those age 65 and older (up 28 percen most likely because of continued Internet percent), adoption by these age segments segments. PAGE 9
  • 10. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Year-over- -Year Change in Time Spent Using Web-Based Email Based by Age Segment in the U.S. 40% Source: comScore Media Metrix, Dec Dec-2010 vs. Dec-2009 28% 30% 22% 20% 10% 0% -10% -1% -8% -20% -12% -18% -30% -40% -50% -60% -59% -70% Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55 55-64 Age 65+ U.S. Social Networking Trends 2010 Social Networking Continues Growth in 2010 as One of the Web’s Top Activities Social networking continued to gain momentum throughout 2010 with 9 out of every 10 U.S. Internet 2010, users now visiting a social networking site each month. Social networking sites accounted for 12 percent of all time spent online in 2010 with the average Internet user spending more than 4 hours on these 4.5 sites each month. Globally, social networking accounts for 15.6 percent of online time among those age 15 and older. Among this same age population, social networking accounts for 14.4 percent of Americans’ online time. It is clear that social networking has become an integral part of the fabric of the Internet and one that is increasingly becoming integrated into the experience of so many different activities online. Women Extend Lead on Men in Social Networking Usage One demographic trend that has continued in 2010 is women extending their lead over men in the share of their online time spent on social networking sites. Specifically, women spent 16.8 percent of their time thei – one out of every six minutes – on social networking sites in December 2010, up 4.5 percentage points from a year earlier. By comparison, men spent 12.0 percent of their time on social networking sites in December 2010, up 2.9 percentage points from last year. So women not only spend more of their time on from these sites than men, but they are also accelerating their usage at a faster rate. PAGE 10
  • 11. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 U.S.Trend in Share (%) of Time Spent on Social Networking Sites by Gender Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 18% Females Males 16% 14% 12% 10% 8% 6% 4% 2% 0% Dec-2009 Feb-2010 Feb Apr-2010 Jun-2010 Aug-2010 Oct-2010 2010 Dec-2010 Facebook Surges, Upstarts Gain Traction 2010 was another year in which the social networking category flexed its considerable muscle. Category leader Facebook continued its momentum as it amassed millions of new users and people spent more and more of their time on the site. Facebook accounted for 10 percent of U.S. page views in 2010, while for three out of every ten Internet sessions included a visit to the site. However, beyond Facebook there were several other compelling stories to emerge from other social media sites in 2010. The past year was not quite as kind to MySpace as its user base saw some attrition. Although MySpace currently maintains its hold on the #2 ranking in the category with 50 million visitors in December, its audience declined 27 percent and total time spent on the site declined 50 percent. declin Business-oriented social networking site LinkedIn emerged as the third largest site in the category with oriented 26.6 million visitors in December 2010, up 30 percent vs. year ago. Twitter.com climbed 18 percent to 2010, 23.6 million visitors in December (not including third-party app or mobile usage). A couple of surprise stars emerged in the social networking space this year, as Tumblr.com surged 168 percent to 6.7 million monthly visitors, while Formspring.me rose in popularity among younger social net networkers. Formspring.me peeked in Q2 and slowed down as the year progressed, but even so, year over year growth was more than 1,000% with 5.3 million visitors in December. PAGE 11
  • 12. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 U.S. Unique Visitor (000) Trend for Leading Social Networking Sites Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 180,000 160,000 Facebook.com 140,000 Myspace 120,000 LinkedIn.com 100,000 80,000 Twitter.com 60,000 Tumblr.com 40,000 Formspring.me 20,000 0 Facebook Posts Gains Across Every Dimension of Usage In addition to its snowballing user base, Facebook grew significantly across nearly every performance ng metric in 2010. Facebook’s U.S. audience grew to 153.9 million in December, an increase of 38 percent, th as it became the 4 most visited web property reaching nearly 3 out of every 4 Internet users each property, month. Engagement metrics fared even better, with Facebook’s total time spent surging 79 percent to 49.4 billion minutes and total page views growing 71 percent to 76.8 billion. Facebook’s overall growth in 2010 can be attributed to a growing number of people using Facebook, visiting more frequently, and viewing more content on each visit. Facebook.com Dec-2009 Dec-2010 % Change Total Unique Visitors (000) 111,888 153,886 38% % Reach 54.4 72.6 34% Average Daily Visitors 37,679 63,656 69% Total Minutes (MM) 27,624 49,339 79% Average Minutes per Usage Day 23.7 25.0 6% Total Pages Viewed (MM) 44,891 76,836 71% Average Pages per Usage Day 38.4 38.9 1% Average Minutes per Page 0.6 0.6 4% Average Usage Days per Visitor 10.4 12.8 23% Average Minutes per Visitor 246.9 320.6 30% Average Pages per Visitor 401 499 24% Average Minutes per Visit 9.0 9.0 0% Average Visits per Visitor 27.4 35.5 29% Average Visits per Usage Day 2.6 2.8 5% PAGE 12
  • 13. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Shifting Age Profiles at Facebook and Twitter An analysis of the composition of visitors to Facebook and Twitter revealed shifting user demographics over the past year. Facebook saw its 35-54 year old share of visitors decline 3.6 percentage points to 35.4 percent, while the under 18 year olds (up 1.2 points to 11.1 percent) and those age 55 and older (up 1.9 points to 13.2 percent) made the biggest gains. Twitter.com, meanwhile, saw a significant 9.4 point e gain in the share of 18-34 year olds visiting the site (representing nearly 47 percent of its visitors), while 34 ent those under 18 declined 8.0 points to 9.5 percent. This shifting composition may reflect, in part, a shift reflect among younger Twitter users towards other communication vehicles including mobile devices and third- vehicles, third party Twitter apps. U.S. Demographic Profile U.S. Demographic Profile Share of Visitors to Facebook.com Share of Visitors for Twitter.com Source: comScore Media Metrix, Dec-20010 vs. Dec-2009 Dec Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 Dec 100% 100% 11.3% +1.9 13.2% 10.8% 11.4% 90% 90% +0.6 80% 80% 70% 39.0% 35.4% 70% 34.6% 32.5% -3.6 3.6 -2.1 2.1 60% 60% 50% 50% 40% 40% +0.4 40.3% 37.2% +9.4 46.6% 30% 39.9% 30% 20% 20% 10% +1.2 10% -8.0 8.0 9.9% 11.1% 17.5% 0% 0% 9.5% Dec-09 Dec-10 Dec-09 Dec-10 U.S. Core Search Market 2010 Contextually Driven Searches Shake Up Search Market The search user experience underwent some significant changes in 2010, beginning with the emergence , of contextually driven searches, which occur when users engaged with related, non-search content as , non part of the browsing experience. In response to this change, comScore began reporting an additional view of the U.S. core search market known as ‘Explicit Core Search’, defined as engagement with a search service with the explicit intent to retrieve search results. Another innovation in the search market was Google’s introduction of Instant Search in September, a major enhancement to its search experience ’s that allows users to see a full results page as they are typing a query. PAGE 13
  • 14. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Google remained the clear market leader in 2010, accounting for more than 3 out of every 5 U.S. searches throughout the year. The property peaked in December 2010 with 66.6 percent of explicit core searches, while Yahoo! Sites ranked second at 16.0 percent. Microsoft Sites also reached its 2010 high point in December, representing 12.0 percent of explicit core searches conducted. Ask Network and AOL LLC ended the year with 3.5 percent and 1.9 percent of searches conducted, respectively. Percent Share of Searches Among U.S. Core Search Engines* 66.0% 66.6% Source: comScore qSearch, Dec-2010 vs. Dec-2009 Dec-2009 Dec-2010 17.3% 16.0% 10.4%12.0% 3.7% 3.5% 2.6% 1.9% Google Sites Yahoo! Sites Microsoft Sites Ask Network AOL LLC Network *December – March data in the above graph represent share of total core searches, while April onward represent share of explicit core searches. The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent gain in unique searchers and an 8-percent gain in searches per searcher. Google Sites’ search query volume grew 13 percent, driven mostly by gains in searches per searcher (up 10 percent). Microsoft Sites saw the largest growth in search volume at 29 percent, propelled by sizeable gains in both unique searchers (8 percent) and searches per searcher (20 percent). U.S. Explicit Core Search Percent Change Source: comScore qSearch, Dec-2010 vs. Dec-2009 Unique Searches per Searches Searchers Searcher Total Internet 12% 4% 8% Google Sites 13% 3% 10% Yahoo! Sites 4% 8% -4% Microsoft Sites 29% 8% 20% Ask Network 5% 8% -3% AOL LLC -18% -25% 8% PAGE 14
  • 15. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 “Powered By” Reporting In the latter half of the year, comScore began providing insight into the share of Explicit Core Searches that are powered by the two major providers of algorithmic search results – Google and Bing. Google’s “powered by” share is composed of searches conducted at Google entities, as well as searches on AOL and Ask’s MyWebSearch, where Google branding is present. Bing’s “powered by” share is composed of searches conducted at Bing entities, as well as Yahoo! searches where Bing branding is present. This primarily consists of queries at Yahoo! Web Search, Yahoo! Image Search and Yahoo! Video Search. Some of Yahoo!’s in-channel searches, such as Movies or Finance, are still provided by Yahoo! In December, 69.4 percent of all searches carried organic search results from Google, while 24.4 percent of searches were powered by Bing organic results. "Powered By" Share of Explicit Core Searches in the U.S. Source: comScore qSearch, Dec-2010 Google Bing Other 6.2% 24.4% 69.4% Top Search Terms in 2010 An analysis using comScore Marketer™ revealed the top search terms overall in 2010, as well as the top search terms that generated paid search clicks, across the 5 major search engines. The top search phrase overall in 2010 was ‘facebook’, which accounted for 1.9 billion search queries over the course of the year. ‘Youtube’ ranked second with 790.7 million searches, followed by ‘google’ with 615.9 million searches and ‘yahoo mail’ with 562.2 million searches. Also ranking among the top search phrases for the year were ‘Craigslist’ with 546.9 million searches, ‘MySpace’ with 360.1 million searches and ‘eBay’ with 311.1 million searches. The prevalence of popular websites among the top searches indicates the heavy use of search for navigation, even in favor of typing in a URL into the browser’s navigation bar. PAGE 15
  • 16. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 In terms of phrases generating the most paid search clicks in 2010, ‘ebay’ was a clear leader with 99.2 million clicks, suggesting a heavy paid search marketing strategy. ‘Netflix’ took second place with 43.1 million clicks, followed by ‘yellow pages’ with 36.2 million clicks and ‘Verizon wireless’ with 29.8 million clicks. Top Search Phrases on 5 Core Search Engines in the U.S. Source: comScore Marketer, Jan-2010 to Dec-2010 Organic Paid Search Search Phrase Search Phrase Searches (000) Clicks (000) facebook 1,933,467 ebay 99,235 youtube 790,735 netflix 43,132 google 615,945 yellow pages 36,242 yahoo mail 562,167 verizon wireless 29,796 yahoo 553,125 home depot 27,460 craigslist 546,872 google 24,893 facebook login 503,093 mapquest 24,860 myspace 360,055 lowes 21,071 ebay 311,109 white pages 20,891 gmail 303,182 walmart 18,800 U.S. Online Advertising 2010 Display Advertising Continues to Climb Over the course of 2010, U.S. Internet users received a total of 4.9 trillion display ads (standard and non- standard IAB ads, includes both static and rich media, but not video). The total number of ads grew 23 percent from December 2009 to December 2010, as the online advertising market rebounded strongly from the impact of the recession. PAGE 16
  • 17. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Total U.S. Display Ad Impressions in Millions (MM) 500,000 Source: comScore Ad Metrix, Dec-2009 to Dec-2010 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Oct 2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 Social Networking Publishers Drive Display Ad Market An analysis of publisher categories delivering the largest volume of display ad impressions during the sher lume year found that Social Networking publishers were responsible for 34 percent of the display ads served in a December 2010, an increase of 11 percent , percentage points from the previous year. Portals served 17 percent . of display ad impressions during the month down 4 percentage points, while Entertainment publishers month, served 11 percent of display advertisements, up 1 percentage point from the previous year. advertisements Share of U.S. Display Ad Impressions by Top Publisher Category Source: comScore Ad Metrix, Dec-2009 to Dec-2010 Dec 100% 90% -10% 80% 70% +2% 60% +1% 50% 40% -4% 30% 20% +11% 10% 0% Dec-2009 Feb-2010 2010 Apr-2010 Jun-2010 Aug-2010 Oct-2010 2010 Dec-2010 Social Networking Portals Entertainment News/Information All Other PAGE 17
  • 18. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Brand Advertisers Continue Shift to Digital 2010 also saw a continuing shift of advertising dollars online as more major brand advertisers continue to invest in the medium. In Q4 2010, 104 different advertisers delivered more than 1 billion display ad impressions, up from 80 in Q4 2009. Nearly all the growth came from those delivering between 1-3 billion impressions, while the number of advertisers delivering at least 3 billion remained more consistent. Number of Advertisers Delivering At Least 1 Billion Display Ad Impression per Quarter in the U.S. 120 Source: comScore Ad Metrix, Q4 2009 - Q4 2010 4 100 12 4 4 12 12 10 5 10 80 4 12 10+ Billion 11 9 5-10 Billion 13 60 12 3-5 Billion 1-3 Billion 40 83 78 72 55 59 20 0 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Top Display Advertisers and Publishers Telecom companies were represented well in the ranking of top display advertisers for 2010. Network providers AT&T Inc. (94 billion ad impressions) and Verizon (66.7 billion impressions) ranked as the top U.S. online display advertisers in terms of total ad impressions served between January 2010 and December 2010. Fellow carrier Sprint also made it into the top ten with 30.2 billion impressions, ranking #8. Online trading company Scottrade ranked #3 with 59 billion impressions, while Experian Interactive secured the #4 position with nearly 54 billion views, and eBay, Inc. rounded out the top five with 36.8 billion impressions. PAGE 18
  • 19. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 From a publisher perspective, Facebook.com delivered the most display ads with more than 1 trillion ads in 2010, setting an all-time record for ads delivered and the first to eclipse the 1 trillion ad threshold. Yahoo! Sites, last year’s top display ad publisher, ranked second with 529.4 billion ads, followed by Microsoft Sites in third place with 243.9 billion ads. Fox Interactive Media (200 billion ads) and AOL, Inc. (130 billion ads) rounded out the top five. Top Ten U.S. Online Display Advertisers by Top Ten U.S. Online Display Publishers Number of Impressions in Millions by Number of Impressions in Millions Source: comScore Ad Metrix, Jan-2010 to Dec-2010 Source: comScore Ad Metrix, Jan-2010 to Dec-2010 AT&T Inc. 94,096 Facebook.com 1,019,891 Verizon 66,683 Yahoo! Sites 529,378 Scottrade, Inc. 59,014 Microsoft Sites 243,879 Experian Interactive 53,995 Fox Int. Media 200,175 eBay, Inc. 36,828 AOL, Inc. 130,159 IAC - InterActiveCorp 30,592 Google Sites 128,247 Progressive 30,202 Turner Digital 74,958 Sprint Nextel 30,196 Glam Media 44,054 Netflix, Inc. 29,643 eBay 32,884 Apollo Group 26,991 ESPN 32,405 Display Ad Creative Stays Static… For Now In 2010 comScore introduced the Ad Metrix Creative Summary report to illustrate which types of ad units are being delivered on various sites around the web. While significant innovation occurred in terms of the different creative ad units being used in the display market, the increase in advertising volume actually came from more static ad formats. Standard GIFs and JPEGs grew from 236 billion impressions in June to 295 billion in December, while Flash ads actually declined from 162 billion impressions to 147 billion. (Rich media display, though considerably lower in volume, did increase from 12 billion to 16 billion impressions). This phenomenon in part reflects the emergence of Facebook, which primarily hosts static ad units, as the leading display advertising channel. Despite this somewhat counterintuitive trend in the use of different creative formats, more advanced formats are appearing online and should be deployed on a larger scale in 2011. PAGE 19
  • 20. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. Online Display Advertising Impressions (Billions) by Creative Format Source: comScore Ad Metrix Creative Summary, Dec-2010 vs. Jun-2010 500 450 16 400 12 147 350 300 162 250 200 150 295 236 100 50 0 Jun-10 Dec-10 Standard GIF/JPEG Flash Rich Media Display/Other Display Ad Placement Strategies Increase in Sophistication 2010 saw the rapid emergence and acceptance of ad exchanges, demand-side platforms and other sophisticated tools for the buying and selling of online advertising. With the emergence of these new markets came an increasing focus on the effectiveness of various display ad placement strategies, such as retargeting, efficiency pricing, contextual buys, run-of-network buys and premium buys. A 2010 comScore report, entitled When Money Moves to Digital, Where Should it Go? evaluated the relative impact of several of these media-placement strategies on the Valueclick ad network to help begin to answer some of these important questions. One of the key learnings from this research was that retargeting (i.e. serving an ad to an audience who has previously visited an advertiser’s site) consistently out-performed the others, making it a strong option for both direct response and longer-term branding objectives. PAGE 20
  • 21. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Percent Lift in Number of People who Searched for a Marketer’s Brand within Four Weeks of Ad Exposure in the U.S. 1200% +1046% 1000% 800% +514% 600% +300% 400% +130% +126% +100% 200% 0% Retargeting Audience Premium Contextual RON Efficiency Based on 103 campaigns running July 2009 thru March 2010, which were delivered by ValueClick Media To download the full report, entitled When Money Moves to Digital, Where Should it Go?, please visit: http://bit.ly/gdspzb. Retargeting generated a 1046-percent lift in branded search, far surpassing the lift generated by the other strategies. Audience targeting followed at 514 percent lift, followed by premium placement (+300 percent), contextual targeting (+130 percent), run-of-network (+126 percent) and efficiency pricing (+100 percent). It should be noted that the other strategies have their own merits and therefore should be considered depending on the campaign objective. For example, placements that optimize to quickly deliver traffic, such as efficiency buys (i.e. buys that are based on cost-per-click engagement with creative) and run-of-network/RON buys (i.e. buys that appear anywhere in the network and that are often optimized by conversion) do not always encourage search activity or sustain audiences to a site over time, but they do provide massive scale and some long-term branding effects. U.S. Online Video Market 2010 Online Video Gains Momentum in 2010 The online video market continued to gain momentum in 2010, with an average of 179 million Americans watching video each month. Engagement levels also rose during the year, with viewers watching online videos more frequently. More than 88.6 million people watched online video on an average day in December 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for the month (up 13 percent). Americans also spent a significantly higher number of hours viewing online video in 2010 versus the prior year due to increased content consumption and more video ad streams. The average American spent more than 14 hours watching online video in December, a 12-percent increase from last year, and streamed a record 201 videos, an 8-percent increase. PAGE 21
  • 22. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Growth in Total U.S. Online Video Market Source: comScore Video Metrix, Dec-2010 vs. Dec-2009 Viewing Sessions Videos per Hours per Viewer Average Daily Unique (Billions) Viewer Viewers (Millions) 5.8 201 14.2 88.6 5.1 187 12.7 67.3 Dec-2009 Dec-2010 Dec-2009 Dec-2010 Dec-2009 Dec-2010 Dec-2009 Dec-2010 Online TV Viewing on Upward Trajectory The world of online video has seen a continued increase in adoption of viewing originally scripted TV content. While Hulu continues to drive a large portion of this online TV viewing activity, other major broadcast TV sites are playing an increasing role. In Q4 2010, Hulu accounted for 19.4 billion minutes (323 million hours) of online TV viewing, up 17 percent from the previous year. The five major broadcast TV sites (ABC, CBS, NBC, Fox and the CW) combined to account for 9.7 billion minutes (162 million hours), which equates to half of the total time spent viewing video on Hulu, but grew at approximately five times the rate at 82 percent. The total combined time spent viewing online TV on Hulu and the five network sites grew 33 percent over the past year. This strongly growing market represents one of the most significant opportunities for advertisers with this attractive advertising channel generating both high engagement from viewers and high CPMs for publishers. PAGE 22
  • 23. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Online TV: U.S. Trend in Minutes (MM) Spent Watching Hulu & Top 5 Broadcast Network Video Source: comScore Video Metrix, Q4 2009 - Q4 2010 30,000 25,000 20,000 15,000 10,000 5,000 0 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Hulu 5 Major Broadcast Network Sites Video Ad Networks Prove Far-Reaching Video ad networks also performed strongly in 2010 due to the continued proliferation of video advertising, with video ads now reaching 7 out of 10 Americans online and nearly 1 out of 2 Americans nationwide each month. In December 2010, video ad networks served 5.9 billion ads, averaging 40 ads per viewer and 0.4 minutes per ad. Tremor Media Video Network took the top spot among video ad networks in December, delivering 1.0 billion ads to reach 40.8 percent of online video viewers, an average of 12 ads per viewer. BrightRoll Video Network reached 31.8 percent of online viewers, while ADAP.TV reached fewer viewers (27.1 percent) but delivered a higher number of video ad streams (681.5 million). Top U.S. Video Ad Networks* by % Reach Web Population** Source: comScore Video Metrix, Dec-2010 % Reach % Reach Video Ads Ads per Minutes U.S. Web Total U.S. (000) Viewer per Video Pop Pop Video Ad Networks (Actual Reach) 70.0% 49.1% 5,910,646 39.8 0.4 Tremor Media Video Network 40.8% 28.6% 1,021,693 11.8 0.5 BrightRoll Video Network 31.8% 22.3% 587,946 8.7 0.6 ADAP.TV 27.1% 19.0% 681,543 11.9 0.6 TubeMogul Video Ad Platform 20.2% 14.2% 174,062 4.1 0.6 BBE 15.0% 10.5% 126,321 4.0 0.4 *Based on video ads served **Based on actual reach measures PAGE 23
  • 24. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Video Advertising Market Takes Shape in 2010 The launch of comScore Video Metrix 2.0 with June 2010 data provided enhanced visibility into the viewing of video content vs. video ads. In the half year of this new view of the online video market, there has been a consistent increase in video advertising as a percentage of total online viewing – a sign of the improving monetization of the medium. According to December 2010 Video Metrix data, video ads comprised 16.4 percent of all videos streamed, up from 12.2 percent in June. Although video ads now account for approximately one in every six videos viewed, they do not yet represent a significant interruption to the online viewing experience, as they only account for 1.6 percent of all time spent viewing video (up from 1.2 percent in June). While monetization of online video is increasing quickly, it is clear there is still significant opportunity when considering that TV content has approximately 25 percent advertising coverage compared to just 1.6 percent online. U.S. Video Advertising as a Percentage of Total Online Video Consumption Source: comScore Video Metrix, Jun-2010 to Dec-2010 18% 16.4% 15.3% 16% 14% 12.3% 12.8% 12.2% 12% 10.7% 9.8% 10% 8% 6% 4% 1.2% 1.2% 1.2% 1.4% 1.6% 2% 0.9% 1.0% 0% Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Video Ads as % of Total Views Video Ads as % of Total Time Spent PAGE 24
  • 25. The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 U.S. Mobile Market 2010 A Game-Changing Year for Mobile Changing 2010 was a year of undeniable progress in the mobile arena. A wide variety of increasingly advanced 10 arena devices were introduced to the market, mobile content options continued to increase with an ever-growing continued ever library of applications paired with improvements to the mobile browsing experience, while the definition of the word “mobile” evolved with the introduction of tablet devices such as the iPad. Major milestones in mobile were crossed during the year as smartphones reached 1 in 4 mobile Americans and 3G penetration crossed the 50 percent threshold, signaling the maturation of the mobile industry. ercent industr In December 2010, nearly 47 percent of mobile subscribers were connected media users (used browsers, ercent accessed applications or downloaded content), up 7.6 percentage points from the previous year. The content) year growth in mobile media usage is largely attributable to the growth in smartphone adoption, 3G/4G device ownership and the increasing ubiquity of unlimited da plans, all of which facilitate the consumption of data litate mobile media. From December 20 to December 2010, the percentage of mobile phone subscribers . 2009 with unlimited data plans increased from 21.7 percent to 29.0 percent, with more phones now requiring an ited unlimited data plan subscription at the time of purchase. During the same period, smartphone ownership mited increased from 17 percent to nearly 27 percent, while 3G/4G phone ownership reached the 50 percent threshold in November 2010. Growth of Mobile Market Enablers in the U.S. Source: comScore MobiLens, 3 mo. avg. ending Dec Dec-2009 to Dec-2010 2010 60% +7.6 pts 50% 40% +7.3 pts 30% +9.4 pts 20% 10% 0% Dec-2009 Mar-2010 Mar Jun-2010 Sep-2010 Dec-2010 Smartphone Owners 3G/4G Subscribers Unlimited Data Plan Subscribers PAGE 25
  • 26. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. Smartphone Adoption Surges Past 25 Percent Penetration The smartphone market continued to see strong growth in 2010 with an increasing number of smartphone devices introduced to the market, giving consumers a wide variety of options to choose from when purchasing a phone. Among the high-profile smartphone introductions in 2010 were the iPhone 4, Windows Phone 7, Droid Incredible by HTC, Motorola Droid X, RIM BlackBerry Torch, T-Mobile G2, Samsung Epic 4G and others. In September 2010, smartphone ownership crossed the 25 percent threshold, marking a significant milestone in smartphone adoption in the U.S. By December 2010, smartphone penetration had reached 27 percent of the mobile market. One of the most talked about stories in mobile during 2010 was the rapid adoption of Google Android devices, which made Google the second largest operating system (OS) by the end of the year, trailing only market leader RIM. Among smartphone OS platforms, RIM retained its lead with 31.6 percent market share in December 2010 (although decreasing 10 percentage points from the previous year), followed by Google at 28.7 percent (surging 23.5 percentage points in the past year), Apple’s market share remained mostly flat at 25 percent, while Microsoft followed at 8.4 percent (down 9.5 percentage points). U.S. Smartphone OS Market Share U.S. Smartphone Penetration Source: comScore MobiLens, 3 mo. avg. ending Source: comScore MobiLens, 3 mo. Dec-2010 avg. ending Dec-2010 2.5% 3.7% 8.4% RIM 27% 31.6% Google Apple 73% 25.0% Microsoft Palm Smartphone Non-Smartphone 28.7% Symbian Verizon Leads as America’s Largest Network Operator, AT&T Home to More Smartphone Users The largest four mobile network providers, Verizon, AT&T, T-Mobile and Sprint, combined to account for 82 percent of the U.S. mobile subscriber market (age 13+) in December 2010. Verizon led the U.S. mobile market as the carrier for 31.3 percent of mobile subscribers, with AT&T accounting for 26.6 percent share, followed by T-Mobile (12.2 percent) and Sprint (11.9 percent). When looking exclusively at the smartphone market, AT&T holds a solid lead with 38.3 percent market share, compared to Verizon’s 26.7 percent. However, as an increasing number of smartphone options have become available across carriers, AT&T has seen its smartphone share decline 6 percentage points since December 2009. Meanwhile, Verizon has climbed 3.5 percentage points during the same time period as Android devices using Verizon have penetrated the market at a rapid clip. With the recent iPhone/Verizon announcement, the industry is waiting to see how this deal will shake up the operator market in 2011. PAGE 26
  • 27. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. Network Operator Share U.S. Smartphone Operator Share Source: comScore MobiLens, 3 mo. avg. Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 ending Dec-2010 1.1 1.0 0.8 0.0 0.7 2.2%1.8% 2.8% 4.2% 6.0% 15.9% 26.7% 31.3% 11.9% 15.1% 12.2% 38.3% 26.6% Samsung Leads Device Manufacturer Market Samsung unseated last year’s OEM (original equipment manufacturer) leader, Motorola, to rank as top OEM provider with 24.8 percent of devices owned by mobile subscribers in December 2010, up 3.6 percentage points from the previous year. LG captured the second largest share of the handset market with 20.9 percent (declining 1.0 percentage points versus the previous year), followed by Motorola with 16.7 percent (down 6.7 percentage points) and RIM with 8.5 percent (up 1.5 percentage points). Apple captured 6.8 percent of the OEM market, up from 4.3 percent share the previous year, as the introduction of the iPhone 4 bolstered its growth. OEM Installed Base U.S. Market Share Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 1.7% 1.4% 1.1% 0.5% 2.3% Samsung 6.8% LG Motorola 24.8% RIM 7.0% Other 8.2% Nokia Apple 8.5% 20.9% Kyocera Sanyo 16.7% Sony Ericsson Palm UTStarcom PAGE 27
  • 28. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Top Mobile Activities: One-third of Americans Access Mobile Browsers and Applications Consumers turned to their mobile devices in growing numbers and increasing frequency throughout the year. A look at some of the top mobile activities in 2010 demonstrated consumers’ need for communication, information and entertainment. Text messaging led as the top mobile activity with 68 percent of American mobile subscribers texting in December 2010, while more than half (52.4%) took a photo with their mobile device and 39.5 percent of subscribers accessed news and information. Although application usage continued to grow in 2010, slightly more Americans (36.4 percent) used their mobile browser than accessed applications (34.4 percent). Other top mobile activities included emailing (30.5 percent), accessing weather information (25.2 percent), and using social networking or blogs (24.7 percent). Top Mobile Activities in the U.S. Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 Sent text message 68.0% Took photo 52.4% Accessed news and information 39.5% Used browser 36.4% Used application 34.4% Used email 30.5% Accessed weather 25.2% Accessed social networking or blogs 24.7% Played games 23.2% Accessed search 21.4% Captured video 20.2% Accessed maps 17.8% Used instant messenging 17.2% Accessed sports information 15.8% Listened to music 15.7% PAGE 28
  • 29. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Looking Ahead to 2011 Time for Marketers to Seize Opportunities in the Economic Upswing 2010 was a year of renewed optimism and excitement in the digital media industry, with many sectors seeing strong rebounds from 2009. While the forthcoming year promises continued innovation and a multitude of new opportunities, effective marketers will need to focus their energy and resources on the highest value endeavors. They must realize that it is not wise to chase every shiny object emerging on the digital landscape, as not every innovation is the right fit for a given company or brand. Rather, marketers should understand not only what is happening in the broader marketplace, but why a certain company has been successful in that market and – perhaps most importantly – what is says about consumer behavior. The companies that adapt these learnings most effectively to their businesses and leverage them appropriately will be the ones that get ahead in 2011. With that in mind, the following is a summary of the key digital media trends that businesses should consider as part of their broader strategies if they want to position themselves for success in the coming year: • E-Commerce: After two years of sluggish online spending, retail e-commerce bounced back to double-digit growth rates in 2010, as consumers opted for the convenience and lower prices enabled by the medium. As an advertising medium, the online channel also continues to be an important driver of offline buying, so marketers in all industries must not only have an online presence, but understand how it drives both online and in-store purchase behavior. With group- buying and flash deal sites rapidly creating new sectors in online retail, brands have more opportunities to attract new customers -- but it is important to meet the expectations of these consumers if there is any chance of engendering long-term loyalty. Many consumers continue to be very price-sensitive, but others have simply become accustomed to getting deals, so retailers must understand their prospective consumers’ psychology and have a strategy that enables them to maintain margins while delivering long term customer value. • Social: 2010 represented yet another huge year for social media, and it can safely be assumed that 2011 will see a continuation of this trend. Businesses that have no social media presence in 2011 are likely to be left behind; however, social media may not necessarily be worth significant investment for every company or brand. To promote your product or brand through social media or to use it as a means of obtaining customer feedback, it is important to understand how consumers may (or may not) use the medium. Every brand should, at a minimum be listening to what consumers are saying and most should probably engage directly with them. Developing more advanced social media tools should be a function of whether or not your customers are likely to be strong brand ambassadors or not. It should also be noted that (mainly due to PAGE 29
  • 30. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Facebook) social networking sites now account for more than one-third of all display ads delivered online, while Twitter expects to become a bigger player on the advertising stage with “promoted tweets” in 2011. Social media ads often tend to be priced lower than many other display ads across the web, which can mean the opportunity for very cost-effective advertising that can reach tens of millions of consumers. • Search: From a consumer experience standpoint, the U.S search market continues to evolve, with Google and Bing both making strides in the past year. Through Bing’s partnership with Yahoo!, it now controls nearly 30 percent of the search market making it more able to compete with Google, and helping to push forward new innovations. We have seen the integration of real- time search, improved blended search results and other new search modules, all of which have enriched the search experience. 2011 promises to give a clearer view of how the integration of social data may further enhance the quality of search results. • Advertising: Throughout 2010 we saw the display advertising market become increasingly advanced, requiring a similar level of sophistication in the measurement of its effectiveness. With more dollars than ever before moving to digital and the introduction of several new media- placement strategies, marketers increasingly require deep, accurate and holistic insights to guide their pre- and post-campaign strategies. In 2011, look for an increasing demand from marketers for end-to-end measurement across the digital advertising ecosystem. In order to maximize the value of advertising in the channel, marketers will seek solutions that answer all of their measurement questions, using consistent data sources and holistic measurement techniques. • Video: Online video viewing continues to account for an increasing amount of consumers’ time online, as content options, quality and convenience drive people to this channel. Video ads will continue to offer advertisers an engaging venue to reach their target audience and will be an important aspect of the development of the online video industry. In 2011, look for cross media relationships to take center stage as the convergence of traditional TV and online video viewing continues to blur the lines between media channels. • Mobile: The perfect storm aligned for mobile in 2010, as smartphone adoption, device innovations (including tablets) and improvements in network speeds all took hold – and it can be expected that these factors will continue to be strong drivers of mobile media consumption in 2011. One can expect to see continued growth in the use of mobile devices to obtain real-time price and product information in support of an intended in-store buying decision and the likelihood that the information obtained will drive some of that buying activity to actually occur online. While still in its infancy, mobile advertising will also become an increasingly important component of the mobile landscape in 2011, as the convenience and nearly ubiquitous nature of mobile make this platform potentially extremely valuable for advertisers. Importantly, there will likely be an early PAGE 30
  • 31. The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 industry focus on higher click-through rates on mobile ads, but this metric is somewhat of a red herring as curious consumers will be more likely to engage with new ad units in the early days of the mobile ad industry. It will be essential to understand the view-through impact and longer term brand-building that mobile ads can deliver. Brands must also remember that mobile media is not just an extension of PC-based Internet usage, but is itself a unique platform that by its nature will influence the how, what, where, why and when of consumers’ media consumption. As competition heats up across operating systems, device manufacturers and carriers, consumers stand to reap the benefits of a growing number of attractive options in their mobile decisions. Each year brings new hope, and it’s clear that the opportunities in digital media in 2011 are virtually limitless. But, only with a firm grasp on the rapidly evolving landscape will companies be able to employ the most sound business strategies, leverage their strengths, and maximize the returns for both their customers and for themselves. comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comScore services, which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com. FOR MORE INFORMATION, PLEASE CONTACT: Sarah Radwanick comScore, Inc. +1 206 268 6310 press@comscore.com PAGE 31