Total U.S. e-commerce spending reached $227.6 billion in 2010, up 9% versus the previous year, according to the comScore's 2010 U.S. Digital Year in Review report. Retail (non-travel) e-commerce spending jumped 10% to $142.5 billion while travel e-commerce spending grew 6% to $85.2 billion.
“2010 was a very positive year for the digital media industry, highlighted by a strong rebound in e-commerce spending , significant innovation and increased demand for online advertising, and an explosion in digital content consumption across multiple platforms,” said comScore Chairman Gian Fulgoni. “As we embark on a promising 2011, marketers must have a sound understanding of the digital media landscape and how it is changing if they hope to capitalize on key trends that can drive their business into the future.”
The report also found that social networking continued to gain momentum throughout 2010, with 9 out of every 10 U.S. Internet users now visiting a social networking site in a month, and the average Internet user spending more than 4 hours on these sites each month. Nearly 1 out of every 8 minutes online is spent on Facebook.
The U.S. core search market grew 12% overall in 2010, driven by a 4%increase in unique searchers and an 8% increase in the number of search queries per searcher.
U.S. Internet users received a total of 4.9 trillion display ads in 2010 with display ad impressions growing 23% in December 2010 versus December 2009. Social networking sites, which now account for more than one-third of all display ad impressions, were a significant driver of growth in the display ad market in 2010.
