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Online media trends


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Online media trends

  1. 1. January 30, 2009 Online Media & Search: Major Trends of 2008 Outlook for 2009
  2. 2. Study & Methodology <ul><li>With 2008 officially in the history books, Compete took a look back at the major trends in Online Media & Search over the past year and made some predictions for 2009 </li></ul><ul><li>Based on the daily web usage of more than two million members of the Compete community, Compete calculates and estimates total US-based traffic for nearly every site on the web </li></ul><ul><li>Analyzing US traffic to the leading search engines and online media sites, Compete synthesized the major trends of 2008 </li></ul><ul><ul><li>The top 5 search engines account for 95% of internet searches </li></ul></ul><ul><ul><li>The top 1,000 sites account for a major share of online media engagement </li></ul></ul>
  3. 3. <ul><li>Google led the way again in 2008, capturing 68% market share of 116 billion search queries made last year, up 8 ppts versus 2007 </li></ul>Search Query Share Share of all search queries at the leading 5 engines, January – December 2008 2008 Query Share
  4. 4. <ul><li>In a year when most other search engines lost or slightly grew query volume, Google grew 49% to nearly 8b monthly queries </li></ul>Search Query Volume Volume of monthly search queries at the leading 5 engines, December 2007 – 2008 49% 6% 10% -11% -24% Query Volume (Billions) Year-over-Year ∆ (December 2007 vs. 2008)
  5. 5. Searchers and Engine Loyalty <ul><li>Google had the most searchers, and the highest rate of loyalty </li></ul>Volume of searchers and percentage to use only that engine, January – December 2008 Read as, “26M people searched at Ask in December 2008, of which 12% searched only at Ask” Number of Searchers and Engine Loyalty Searchers 64% 25% 12% 14% 12% Average Loyalty
  6. 6. Queries per Searcher <ul><li>Google and Live Search (including MSN but not Club Live) saw strong growth in queries per searcher, a key engagement measure </li></ul>Average Queries per Searcher at the leading 5 engines, December 2007 – 2008 Queries per Searcher 31% 1% 36% -30% -21% Year-over-Year ∆
  7. 7. Referrals and Sponsored Referral Share <ul><li>Yahoo had the highest average rate of sponsored referrals </li></ul>Volume of referrals and percentage that were sponsored (paid), December 2007 – 2008 Read as, “Live made 114M search referrals in December 2008, of which 8% were sponsored referrals” Referral Volume and Sponsored Share Referrals 7% 10% 3% 4% Average Sponsored Rate
  8. 8. Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
  9. 9. Media Category Growth and Reach <ul><li>The US internet population grew faster than the Top 1k Media sites in 2008 </li></ul>Media category Unique Visitor volume and share of Internet Population, December 2007 – 2008 4% -8 ppts -7 ppts Year-over-Year ∆ (December 2007 vs. 2008) Unique Visitors Reach Media Category Unique Visitor Growth and Reach Publisher UV Publisher Reach Social UV Social Reach 7%
  10. 10. Media Category Visitation <ul><li>Visits to Publishers rose 33%, while number of Social sites visited rose 23% </li></ul>Media category visits and average sites per unique visitor, December 2007 – 2008 33% 19% 23% Year-over-Year ∆ (December 2007 vs. 2008) Visits Average Sites/Unique Visitor Media Category Unique Visitor Growth and Reach Publisher Visits Avg. # of Pub Sites Social Visits Avg. # of Social Sites 28%
  11. 11. <ul><li>Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume </li></ul>Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media Year-over-Year ∆ (December 2007 vs. 2008) 2008
  12. 12. <ul><li>Social Media also took 79% of the 9 billion hours spent at the top 1k media sites last year, however that was down 1% versus 2007 </li></ul>Share of Time Spent Share of all time spent at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media Year-over-Year ∆ (December 2007 vs. 2008) 2008
  13. 13. <ul><li>Social Media grew Pages Views enormously at the expense of Time Spent </li></ul>Trended Page Views and Time Spent Page Views and Hours per UV at the Top 1,000 Media sites, December 2007 – 2008 57% 33% -7% Year-over-Year ∆ (December 2007 vs. 2008) 81% Page View and Time Spent per Unique Visitor Page Views Hours Publishers Social Media
  14. 14. Outlook for 2009 <ul><li>Look for Google momentum to continue growth in query volume and market share in 2009 </li></ul><ul><ul><li>Watch out for Microsoft to as they invest in improving queries per searcher and searcher loyalty </li></ul></ul><ul><ul><li>Possible Yahoo partnership with Microsoft would create a real rival to Google, with a combined 30% query share and strong base of loyalists </li></ul></ul><ul><li>Look for visitors and reach at Publisher and Social Media sites to level in 2009, but engagement to skyrocket </li></ul><ul><ul><li>Expect Social Media to harmonize page views and time spent, striking a balance between user engagement and display CPM </li></ul></ul><ul><ul><li>Publishers should continue to integrate Social Media functionality to narrow the Social Media edge </li></ul></ul>
  15. 15. Thank you Media inquiries, please contact: Alex Patriquin Senior Associate Online Media & Search Compete, a TNS Media Company p: 617-933-5724 e: [email_address]