comScore Releases the "2013 U.S. Digital Future in Focus" Report
Report Features Insights on Key Trends from 2012 and What They Mean for the
RESTON, Va., Feb. 14, 2013
RESTON, Va., Feb. 14, 2013 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a
global leader in digital measurement and analytics, today released the 2013
U.S. Digital Future in Focus report. This annual report examines how the
prevailing trends in social media, search, online video, digital advertising,
mobile and e-commerce are defining the current digital marketplace and what
these trends mean for the year ahead.
"2013 is poised to be digital's most exciting year yet as the growing ubiquity
of digital platforms presents marketers with nearly endless opportunities to
connect and engage with consumers," said Linda Abraham, comScore CMO and EVP
of Global Product Development. "It's clear that the dynamics of the
marketplace have fundamentally evolved through the adoption of smartphones and
tablets and the increasingly 'digital' nature of all media. Navigating this
changing landscape requires a holistic understanding of the key trends,
underlying drivers and new opportunities that the digital ecosystem will bring
in the year ahead."
To download a complimentary copy of the 2013 U.S. Digital Future in Focus
report, please visit: http://www.comscore.com/FutureinFocus2013
Key insights from the 2013 U.S. Digital Future in Focus include:
Social Media Market Matures as Focus Turns Toward Building Business Models and
Americans' usage of Social Networking sites continued to be dominated by
Facebook, which accounted for 5 out of every 6 minutes spent online on these
sites. Facebook's 2012 IPO signaled a maturation of the social media market
with a renewed focus on building strong business models and monetization
streams. Several other social media players also made waves in the public
markets this year, including LinkedIn, Yelp, Zynga and Groupon. Several other
notable social media players like Twitter, Tumblr, Pinterest and Instagram
(now part of Facebook) have all posted strong user growth as they begin to
ramp up their revenue engines.
Google Leads While Bing Grows Share in Search Market
Google continued its strong lead in the U.S. search market, while Bing managed
to gain ground as the #2 search engine in 2012. The desktop-based U.S. core
search market saw its first signs of flattening as an increasing number of
searches shift to vertical-specific searches and mobile platforms.
Online Video Brings TV Dollars to Digital as Consumers Become More Platform
The U.S. online video market also shows signs of maturing from a consumption
standpoint, but monetization is picking up steam as YouTube ramps up
advertising efforts while traditional media players find success with TV
commercial content. Because the demand for high-impact video advertising
exceeds the available inventory, look for continued momentum on the
advertising side – particularly as targeting improves.
Digital Advertising Improves Accountability in Quest for Print and TV Ad
Nearly 6 trillion display ad impressions were delivered across the web in 2012
as brand marketers have become increasingly comfortable with a medium capable
of delivering strong marketing ROI. Despite delivering so many impressions,
comScore research showed that an average of 3 in 10 ads are never rendered
in-view, leading to significant waste, weaker campaign performance and a glut
of poor-performing inventory that imbalances the supply-and-demand equation
and depresses CPMs. Through the continued adoption of a viewable impressions
standard, the market is beginning to embrace a digital scarcity model that
better aligns monetization with the value created by the inventory.
Smartphone and Tablets Carve Out Space in Multi-Platform Digital Media
Smartphones continued to drive the mobile landscape in 2012, finally reaching
50-percent market penetration in 2012. The Android platform also hit a
50-percent milestone as it captured the majority of the smartphone market for
the first time. Meanwhile, tablets continued to gain traction, with 52.4
million U.S. tablet owners as of December 2012. The rapid adoption of
smartphones and tablets, and consumers' increasing use thereof, has resulted
in a fragmented digital media landscape where the typical consumer now shares
his time across multiple screens.
E-Commerce Gains at Expense of Brick-And-Mortar While Consumers Experiment
Despite the backdrop of continued economic uncertainty, 2012 was a strong year
for retail e-commerce. Throughout the year, growth rates versus the prior year
remained in the mid-teens to outpace growth at brick-and-mortar retail by a
factor of approximately 4x. Total U.S. retail and travel-related e-commerce
reached $289 billion in 2012, up 13 percent from the previous year. While
e-commerce continues to gain share from traditional retail, the first signs of
mobile commerce affecting the digital commerce landscape are starting to
emerge. In Q4 2012, comScore estimates that m-commerce transactions (from both
smartphones and tablets) now represent approximately 11 percent of
corresponding e-commerce spending.
Webinar - 2013 U.S. Digital Future in Focus: Trends Every Marketer Needs to
Join Eli Goodman, comScore Media Evangelist, on Thursday, March 7^th at 2 PM
ET, as he shares key insights from the 2013 U.S. Digital Future in Focus
report and discusses what these trends mean for today's marketers. For more
information and to register, please visit: http://www.comscore.com/usdfif2013.
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and
analytics, delivering insights on web, mobile and TV consumer behavior that
enable clients to maximize the value of their digital investments. For more
information, please visit www.comscore.com/companyinfo.
SOURCE comScore, Inc.
Contact: Carmela Aquino, comScore, Inc., +1-703-438-2024, email@example.com
Press spacebar to pause and continue. Press esc to stop.