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BizReport : Research archives : February 12, 2010

comScore: Mobile, video hot properties

It is no secret that the social marketplace was a hot property in 2009, but social wasn't the only growth area for the online space. According to comScore's 2009 US Digital year in Review mobile and video were smoking, too.

by Kristina Knight

E-commerce and search marketing also showed substantial growth in 2009. Here are some interesting findings from the report:

• Smartphone ownership increased to 17% of the mobile population
• 85% of online consumers are now watching video content
• 80% of US consumers visit social networks
• Nearly $210 billion was spent in ecommerce, a 2% decrease (YoY)

And for the advertising-specific arena:

• Display ad impressions increased by 21%
• Core search increased by 16%, with queries-per-searcher increasing by 10%
• Retail ecommerce spending by consumers increased its share of overall consumer spending

One key for the video space is that marketers need to make the transition from television and cable into the online video world. Because consumers don't watch online video the same way they watch television. According to a recent NielsenWire report consumers turn to online video when they've missed original television programming.

The NielsenWire report finds:

• 54% of consumer watch online when they 'forget' to watch on television
• 47% of consumers watch online to catch-up with past episodes
• 33% watch online to catch previous seasons, implying that they 'caught on' to hit shows late in the game
• 18% watch online because another family member watches something different at the same time as their program
• 12% of consumers watch online while at work or traveling

Tags: comScore, NielsenWire, online video, video advertising, video trends, video vs. television

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