E-commerce down slightly, but search, social and display soar in 2009: ComScore
Because of the recession, e-commerce was down 2% to $209.6 billion in 2009, making last year the first on record that showed a negative growth rate for the category. Travel e-commerce, specifically, was down 5%, while non-travel retail e-commerce was relatively flat, according to the report.
The US core search market grew 16% last year, helped by a 6% gain in unique searchers. Microsoft, which launched the Bing search engine in June, showed the most growth in 2009, with search volume up 49%. Google held 65.7% of the search market share.
Consumers are also spending more time on social sites, according to the report. On Facebook, the average number of minutes spent on site was up 45% over 2008.
Meanwhile, display ads saw a 21% growth rate, which ComScore attributed to an 8% increase in people exposed to display ads and a 12% growth in average frequency.
Nearly one in five (17%) consumers used smartphones in 2009, according to the report.
Finally, the number of people watching online video rose 19% last year. In total, 86% of online consumers viewed videos on the Web, according to ComScore. The average online consumer watched 187 videos in December — up 95% from a year ago — and the average time of viewership increased to 4.1 minutes, versus 3.2 minutes during 2008. ComScore said one reason for the shift is the growth of Hulu, which accounted for 1 billion streams and 5.8 billion minutes of content in December. That figure was up 140% from 2008.
Calls and e-mails to ComScore seeking comment were not immediately returned.