US 2008 digital year in review- report
- Added:
- Feb 03, 2009
Internet research firm comScore has released a new report, The comScore 2008 Digital Year in Review, which recaps key trends in US digital marketing for the year.
The report highlights the key trends in several areas of digital marketing, including e-commerce, top-growing sites and site categories, search, online video, online advertising and mobile, and how digital marketers can capitalize on these trends in 2009.
Job Search Leads as the Top-Gaining Site Category for 2008 in Tough Economic Environment
One of the trends that heavily affected U.S. Internet usage in 2008 was the economic meltdown, with several of the top gaining site categories reflecting the current environment.
Notably, the Job Search category ranked as the top-gaining site category for the year, up 51 percent to nearly 19 million visitors in December 2008, as the millions of Americans affected by the deteriorating job market sought online job resources for assistance. Other top-gaining categories in 2008 included Coupons (up 46 percent to 31.6 million visitors), Politics (up 43 percent to 12 million visitors), and Classifieds (up 27 percent to nearly 53 million visitors).
comScore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.) December 2008 vs. December 2007 Total U.S. - Home, Work and University Locations Source: comScore Media Metrix |
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Total Unique Visitors (000) |
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|
Dec-07 |
Dec-08 |
% Change |
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|
Total Internet : Total Audience |
183,619 |
190,650 |
4 |
|
Job Search |
12,445 |
18,826 |
51 |
|
Women |
69,854 |
102,146 |
46 |
|
Coupons |
21,624 |
31,574 |
46 |
|
Politics |
8,384 |
11,992 |
43 |
|
Gay/Lesbian |
2,367 |
3,340 |
41 |
|
Online Gambling |
12,741 |
17,340 |
36 |
|
Radio |
50,285 |
65,386 |
30 |
|
Family |
55,607 |
71,832 |
29 |
|
Online Gaming |
67,457 |
85,977 |
27 |
|
Classifieds |
41,688 |
52,813 |
27 |
Other key findings highlighted in the report include:
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Search query volume on the five core search engines increased 21 percent in 2008 from the previous year, with Google Sites accounting for nearly 90 percent of this growth.
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Online video viewing accounted for 12.5 percent of Americans’ total time spent on the Internet in November 2008, up from 8.5 percent the previous year.
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U.S. Internet users viewed a total of 4.5 trillion display ads during the past twelve months, with the average person viewing more than 2,000 ads per month.
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Retail (non-travel) e-commerce spending grew 6 percent to $130.1 billion in 2008. The year ranked as the softest year for retail e-commerce spending growth since comScore began tracking the industry in 2001.
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The mobile industry continued to witness the growing popularity of smartphones in 2008 with subscriptions to smartphones increasing more than 100 percent during the year.
To download a free copy of The comScore 2008 Digital Year in Review report, visit: http://www.comscore.com/2008-digital-review/
