The (Digital) Year in Review

Last week, comScore released its 2010 U.S. Digital Year in Review. comScore describes this report as, “its annual report on the prevailing digital trends of the past year and their implications for the future.” There probably aren’t many surprises here for those who’ve been keeping reasonably abreast of the big trends, but there are some interesting nuggets for sure. Among the topics covered:

  • How did the rebounding economy influence retail e-commerce, what group-buying and flash sales sites found success in 2010?
  • Which social networks witnessed the largest gains, what new social media players came onto the scene in 2010?
  • What were the key trends in the search market, which search engines saw the largest gains throughout the year?
  • Who were the top players in display advertising in 2010, what are the key trends in measuring the effectiveness of digital advertising campaigns?
  • How did online video viewers’ behaviors shift throughout the year, how are video ads influencing the industry landscape?
  • How has smartphone adoption influenced the mobile landscape, which players accounted for the largest share of the mobile market across operating systems, device manufacturers and network operators in 2010?

Again, not too many surprises (Facebook got more popular!), but there are some interesting statistics. Points of entry of engagement, for example, continue to shift, with portal traffic and traditional e-mail dropping as social media and entertainment channels grow. The trend towards local and group buying is exploding as well, with sites like Groupon up 712 percent over last year.

Check out the full report, and let us know your thoughts. Anything surprise you?

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About Joshua Hoffman

Joshua Hoffman is Technology Specialist at Microsoft and a frequent contributor to Research Access.

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