comScoreUSDigitalFutureinFocus.ppt
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1、Key Insights,andand They Mean for the Year,U.S.,THE 2012 DIGITAL FUTURE IN FOCUS,Key Insights from 2011 WhatWhat They MeantheforComingComing Year,February 2012,Introduction,Sparked by a wave of innovation in digital device hardware andtechnology software platforms,accompanied by consumers rapidlyinc
2、reasing digital consumption habits,2011 marked an excitingyear for the digital media industry and signaled an even moremomentous year ahead.Amidst this constantly evolving landscape,successful digital strategies require insights into not only the currentenvironment,but also into what trends will sha
3、pe the future fordigital consumers.,This report examines how the prevailing trends in social media,search,online video,digital advertising,mobile and e-commercedefine the current United States marketplace and what these trendsmean for the year ahead,as comScore helps bring the digital futureinto foc
4、us.,FOR FURTHER INFORMATION,PLEASE CONTACT:,Sarah Radwanick,comScore,Inc.+1 206 268,Andrew Lipsman,comScore,Inc.+1 312 775,Stay Connected,Follow comscore,2,Contents,4691114182226303536,Executive SummaryTop Web DestinationsSocial NetworkingSearchOnline VideoDigital AdvertisingMobileE-CommerceConclusi
5、onAbout comScoreMethodology and Definitions,Executive Summary,FACEBOOK-LED SOCIAL MEDIA MARKET ISREDEFINING COMMUNICATION IN THE DIGITAL ANDPHYSICAL WORLDSSocial networking continues to amass online users andcapture an increasing share of their time,redefining howpeople interact with their personal
6、social circles and brandsin both the online and offline environments.Social Network-ing accounted for 16.6 percent of all online minutes at theend of 2011 and is on track to surpass Portals as the mostengaging online activity in 2012.Facebook continues to leadas the driving force behind this shift i
7、n consumer behavioraccounting for the largest share of online minutes across theentire web in 2011.,ONLINE VIDEO BOOM SIGNALS SEA CHANGE INVIDEO ECOSYSTEMOnline video viewing witnessed impressive gains across avariety of measures in 2011,signaling a behavioral shift inhow Americans are consuming vid
8、eo content.The increasingavailability and adoption of long-form video content hasdriven a dramatic increase in video viewing as consumersexercise their freedom to watch available content however,whenever and wherever they want.More than 100 millionAmericans watched online video content on an average
9、 dayto close out 2011,representing a 43-percent increaseversus year ago.In addition to more daily viewers,thenumber of video streams jumped 44 percent to 43.5 billion in,December 2011.BING GAINS GROUND IN SEARCH,Although Google maintains a strong lead in the U.S.searchmarket,the most notable story i
10、n search this year was Bingspositive growth trajectory.Bing closed out the year bysurpassing Yahoo!for the#2 position among core searchengines for the first time in its history,bolstered in part byits social search partnership with Facebook implemented inearly 2011.While Google still owns two-thirds
11、 of the searchmarket,Bing has captured 15 percent of the market on itsown and is powering about that same percentage on behalfof Yahoo!.,DIGITAL ADVERTISING ENTERS ERA OFINCREASED ACCOUNTABILITY AS BRANDDOLLARS CONTINUE TO SHIFT ONLINEA staggering 4.8 trillion display ad impressions were deliveredac
12、ross the U.S.web in 2011 as brand advertisers continuedto shift dollars to the digital medium.This shift in ad dollars hasmagnified the need for greater transparency and accountabilityin ad delivery across the digital advertising ecosystem,heralding in an era where digital campaign validation become
13、sa necessity to push digital ad dollars to the next level.,4,EXECUTIVESUMMARY,SMARTPHONE AND TABLETS FUEL THE RISE OFTHE DIGITAL OMNIVOREThe rise of smartphones and tablets has drastically alteredconsumers digital media consumption changing the waypeople access content,where they consume it and thef
14、requency of consumption.This evolution of digital deviceinteraction has given rise to an age of digital omnivores consumers who access content through several touchpoints during the course of their daily digital lives.In 2011,the majority of all mobile phone owners consumed mobile,E-COMMERCE IS BACK
15、 AND BIGGER THAN EVERDespite the backdrop of continued economic uncertainty,2011 was a strong year for retail e-commerce.Throughoutthe year,growth rates versus the prior year remained indouble-digits to significantly outpace growth at brick-and-mortar retail.Consumers remained cautious spenders over
16、all,but increasingly turned to digital commerce due to twoprevailing factors:price and convenience.Total U.S.retail andtravel-related e-commerce reached$256 billion in 2011,up12 percent from 2010.,media on their device,marking an important milestone in theevolution of mobile from primarily a communi
17、cation device toa content consumption tool.At the end of 2011,more than 8percent of all digital traffic was consumed beyond the classicweb across devices such as smartphones and tablets.5,14%,12%,10%,8%,6%,Top Web Destinations,Traditional portalsare concedingground to Facebookand other socialnetwork
18、s,GOOGLE OWNS LARGEST AUDIENCE,BUT FACEBOOK LEADS IN ENGAGEMENTThough Google Sites remained the most visited U.S.webproperty in the U.S.with 187 million visitors in December2011,Facebook continues to extend its lead as the mostengaging web property,accounting for 14.6 percent of alltime spent online
19、 to conclude the year.Google Sites,which,Share of Total Time Spent on Internet at Top Web PropertiesSource:comScore Media Metrix,Dec-2010 to Dec-2011,U.S.18%16%,is bolstered by its inclusion of YouTube,ranked secondin terms of time spent at 10.8 percent,while Yahoo!Sitescommanded the third position
20、at 8.6 percent.The shiftsin engagement among the top content properties suggestuser trends moving away from traditional portal content infavor of social networking and entertainment content.4%2%0%,DEC,JAN,FEB,MAR,APR,MAY,JUN,JUL,AUG,SEP,OCT,NOV,DEC,2010,2011,FACEBOOK.COMMICROSOFT SITES,GOOGLE SITESA
21、OL,INC.,YAHOO!SITES,6,20%,15%,10%,5%,0%,TOP WEBDESTINATIONS,SOCIAL NETWORKING ON THE HEELS OF PORTALSFOR ENGAGEMENT LEADDespite the overall maturity of the U.S.web market,onlineconsumer behavior patterns continue to evolve and shiftover time.The web has slowly transformed from a primarilyinformation
22、-seeking,functional medium to one that is moreoriented toward entertainment and leisure content.Oneof the key shifts in audience behavior has been decliningengagement with portals and the rising engagement withsocial networks.Traditional Portals,such as Yahoo!,MSNand AOL,are conceding ground to Face
23、book and othersocial networks,which have increasingly become thestarting point for many Americans online,while the keydrivers of traditional Portal engagement including email,instant messengers and homepages continue to see,Share of Total Time Spent on Internet at Top Web PropertiesSource:comScore M
24、edia Metrix,Dec-2010 to Dec-2011,U.S.,engagement declines.As of December,Portals represented16.7 percent of time spent online while Social Networkingwas just a fraction of a percentage point behind at 16.6percent.If current trends continue,Social Networking willsoon declare its supremacy over Portal
25、s.The Entertainment,DEC JAN FEB MAR APR2010PORTALSSOCIAL NETWORKINGENTERTAINMENT,MAY JUN JUL AUG2011E-MAILNEWS/INFORMATIONRETAIL,SEP,OCT NOV DECCOMMUNITYGAMES,category,which includes TV and music content,video sitesand entertainment news,is also gaining market share andcurrently accounts for 13 perc
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