Broadcast radio lagging..New Radio surging.

The comScore 2009 U.S. Digital Year in Review
was released this morning... The complimentary report recaps key trends in U.S. digital media landscape, including e-commerce, search, online video, online advertising and mobile, with an emphasis on how digital marketers can capitalize on these trends in 2010.

The Comscore study shows the use of Digital Media in 2009 and there are some very interesting trends for radio and New Radio people. Of particular interest is the growth of smart phones and 3G...as well as the explosion of on line video usage. Comscore found that 6 out of 7 U.S. Internet users now view online video content at least once a month...Youtube and Hulu lead the way, but there are many other sites with video...broadcast radio station websites continue to lag behind in the use of video, but New Radio stations are centered around its usage. 

Also, Comscore found that of the cell phone users in the U.S., 17% of them now have "smart phones"...up from 11% in 2008...3G phone ownership increased to a whopping 43% from 32%. Those are the phones that people listen to radio and view videos on, and now, particularly Verizon Wireless has the "all the time, anywhere" coverage that media creators have been waiting for.  With the creation of the Android phones and others, that number is expected to grow exponentially in 2010.  Costs of 3G have dropped from about $80 a month 5 years ago to around $30 a month in 2010.

Radio station websites continue to lag behind the social networking trend as well. The Comscore study shows that "nearly 4 out of 5 Internet users visit a social networking site on a monthly basis with Facebook and Twitter propelling much of the growth in the category."  While many radio station personnel use Facebook and Twitter, very few broadcast radio websites are built around social networking.  New Radio stations, on the other hand are built completely on a social networking platform that interfaces with not only Facebook and Twitter but all the other social networks as well. The Comscore study also showed:
  • The U.S. core search market grew 16 percent in 2009, driven by a 6-percent gain in unique searchers and a 10-percent gain in search queries per searcher. Google and Bing led among the core search engines in terms of increases in market share.
  • Display ad impressions grew 21 percent in 2009 as the online advertising sector increased its share of media spending. Growth was driven by an 8-percent increase in ad reach and a 12-percent increase in average frequency.
  • Total (retail and travel) U.S. e-commerce spending reached $209.6 billion in 2009, down 2 percent versus the previous year and the first year on record with negative growth rates. Nonetheless, e-commerce retail spending continued to increase its share of consumer spending in a challenging economic environment.
The Comscore study also pointed out.....

Despite Tough Economic Environment Digital Consumer Behavior Surged in 2009

2009 proved to be a critical year in digital marketing as the economic environment brought unprecedented challenges to the industry. After years of strong growth across the digital economy, the recession introduced softness to many digital business sectors. But despite these economic headwinds, consumers’ use of digital media climbed to new heights in 2009 as the Internet continued to evolve as an integral component of Americans’ personal and professional lives.

The report provides a comprehensive view across the fixed and mobile digital sectors to uncover this past year’s important consumer trends. Key findings highlighted in the report include:


To download a copy of The comScore 2009 U.S. Digital Year in Review report, go to v www.comscore.com/digital09


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