comScore Lists Top 10 Digital Media Trends of 2010
It’s time for the comScore, U.S. Digital Year in Review report 2010! I know you’ve been waiting breathlessly for this, preparing for the moment when you can put these marketing secrets into action and ramp up your sales 200%!
Well, here’s the real secret. There are no secrets. We’ve seen these trends coming right at us for the past year and then some. Still, a little validation is always helpful, so let’s see what made the list of the Top 10 Digital Media Trends of 2010.
E-commerce is back, but is morphing:
The report states that US e-commerce grew 10% to $142.5 billion. A big chunk of that went to online only sites such as Amazon, but many brick and mortar stores with an online component saw sales skyrocket this past holiday season.
Digital couponing comes alive:
This is what comScore calls the “morphing” part. Group buying and flash sales sites have made the art of the deal less of an art. Couponing is no longer just for the mom trying to make ends meet. Everyone wants a deal on everything and it’s driving sales like never before.
Facebook now leading the mindshare battle:
“Three out of every 10 internet sessions includes a Facebook visit, and Facebook accounts now accounts for 10% of all pageviews in the US.” It’s not going away any time soon, so you better learn to make it work.
Web-based email is waning:
The days where we were excited by the prospect of a free email address are over. Our society is on the move, so texting and social media updates — both of which can easily be handled with a phone — are the preferred means of communication, particularly among teens.
The Search battle gets bigger and wages on:
comScore says the search market is up 12%. Google gets more than 2 out of every 3 searches and Yahoo! is still coming on strong. With all search engines working to refine their results, eliminate spam and make responses more relevant, search is going to continue to climb.
Display ad growth continues, and more big brands join in:
Display is up 23%, says comScore, more than a trillion of those impressions coming at you from Facebook. We’re not just talking banner ads here. The big boys have found ways to make ads talk and interact with consumers in ways we’ve never seen before. We hit a record 4.9 trillion display impressions in 2010. What will 2011 bring?
Video adoption continues to climb, and online TV is now mainstream:
Video ad market takes shape, but still pales in comparison to TV:
We’ll combine these two and say three cheers for online video. It’s kind of the little engine that could, plugging along making small strides and slowly changing the way we view moving images. TV networks don’t have to worry about losing their sponsors to the web anytime soon, but we’ve definitely become more open about accepting ads on our favorite funny web shows.
Mobile market getting ‘smarter’:
Android vs. iPhone battle heats up:
Here’s another pair of trends that you should be thinking about. 25% of all mobile phones are now smartphones and that number is growing fast. With the shift came the ability to market to a captive audience using video, music, downloads and interactive features. People not only understand what you mean when you say “apps,” but they’re scooping them up like pennies from heaven.
And it doesn’t matter if Android or iPhone wins the race, either way, it’s good news for marketers. There are people who have their phones tethered to their body 24/7 which means you can reach them with your message at exactly the right time and in the right place. (Thanks GPS!)
Looking at these trends as a whole you can see that they’re all about doing things faster and smarter. Why rearrange your schedule around your favorite TV shows when you can watch them online anytime you want. Need lunch in a hurry? Let Foursquare help you find a place nearby and get a digital coupon so you don’t pay full price.
Do you have a marketing plan that fits in with these trends? If not, it’s time to get to work.
You can download the whole U.S. Digital Year in Review Report when you click here.