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BizReport : Research archives : February 17, 2010

comScore: Consumers' use of Internet climbs to new heights

In the twelve months to November, 2009, the online sectors showed sturdy growth, according to comScore's Digital Year in Review. Most of the growth can be attributed to an increase in consumer use of digital channels.

by Helen Leggatt

Increases in frequency and the number of Internet users exposed to display ads resulted in a 21% growth in impressions last year. Overall, U.S. Internet users viewed 4.3 trillion display ads from December 2008 through November 2009.

According to comScore, what drove this increase was an 8% increase in people exposed to display ads coupled with a 12% increase in average frequency.

The Digital Year in Review findings also showed that despite, or perhaps because of, economic recession, use of digital channels increased. As well as display advertising, the U.S. core search market grew 16% last year thanks to a 6% gain in unique searchers coupled with a rise in the number of queries per searcher.

Social networking also gained momentum in 2009. Now, around 4 out of 5 Internet users frequent a social networking site each month with both Facebook and Twitter witnessing enormous growth.

"After years of strong growth across the digital economy, the recession introduced softness to many digital business sectors," commented comScore in a recent announcement.

"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."

Tags: comScore, display advertising, Internet use, social networks

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