The digital year

The comScore 2009 U.S. Digital Year in Review reports that the recession did nothing to slow digital marketing and use in the recent year.

“After years of strong growth across the digital economy, the recession introduced softness to many digital business sectors. But despite these economic headwinds, consumers’ use of digital media climbed to new heights in 2009 as the Internet continued to evolve as an integral component of Americans’ personal and professional lives,” noted the comScore report.

KEY FINDINGS
• The U.S. core search market grew 16% in 2009, driven by a 6% gain in unique searchers and a 10% gain in search queries per searcher. Google and Bing led among the core search engines in terms of increases in market share.

• Social networking continued to gain momentum in 2009 with nearly 4 out of 5 Internet users visiting a social networking site on a monthly basis and Facebook and Twitter propelling much of the growth in the category.

• Display ad impressions grew 21% in 2009 as the online advertising sector increased its share of media spending. Growth was driven by an 8% increase in ad reach and a 12% increase in average frequency.

• Total (retail and travel) U.S. e-commerce spending reached $209.6 billion in 2009, down 2% versus the previous year and the first year on record with negative growth rates. Nonetheless, e-commerce retail spending continued to increase its share of consumer spending in a challenging economic environment.

• Six out of seven U.S. Internet users now view online video content in a month, with YouTube and Hulu continuing to experience rapid increase in viewership.

• In the past year, the mobile industry witnessed smartphone ownership increase from 11% to 17% of mobile users, while 3G phone ownership increased from 32% to 43%.