online media 2008
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January 30, 2009
Online Media & Search: Major Trends of 2008Outlook for 2009
Study & Methodology
• 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
• 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
• Analyzing US traffic to the leading search engines and online media sites, Compete synthesized the major trends of 2008– The top 5 search engines account for 95% of internet searches– The top 1,000 sites account for a major share of online media
engagement
• Google led the way again in 2008, capturing 68% market share of 116 billion search queries made last year, up 8 ppts versus 2007
Search Query ShareShare of all search queries at the leading 5 engines, January – December 2008
2008
60%
68%
Dec-07 Dec-08
Query Share
68%
21%
7%3% 1%
• In a year when most other search engines lost or slightly grew query volume, Google grew 49% to nearly 8b monthly queries
Search Query VolumeVolume 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)
0
1
2
3
4
5
6
7
8
9
Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Yahoo MSN Ask AOL
Searchers Engine Loyalty
Searchers and Engine Loyalty
• Google had the most searchers, and the highest rate of loyalty
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
Sear
cher
s
64% 25% 12% 14% 12%Average Loyalty
Queries per Searcher
• Google and Live Search (including MSN but not Club Live) saw strong growth in queries per searcher, a key engagement measure
Average Queries per Searcher at the leading 5 engines, December 2007 – 2008
-
10
20
30
40
50
60
70
Google Yahoo MSN Ask AOL
Queries per Searcher
31% 1% 36% -30% -21%Year-over-Year ∆
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
D J F M A M J J A S O N D D J F M A M J J A S O N D D J F M A M J J A S O N D D J F M A M J J A S O N D
Google Yahoo MSN Ask
Referrals Sponsored Referrals
Referrals and Sponsored Referral Share
• Yahoo had the highest average rate of sponsored referrals
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
Refe
rral
s
7% 10% 3% 4%Average Sponsored Rate
Online MediaBroadly speaking, the top 1,000 media sites fall into two categories
Publisher MediaPublisher Media Social MediaSocial Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08
Media Category Growth and Reach
• The US internet population grew faster than the Top 1k Media sites in 2008
Media category Unique Visitor volume and share of Internet Population, December 2007 – 2008
4% -8 ppts -7 pptsYear-over-Year ∆(December 2007 vs. 2008)
Uni
que
Visi
tors
Reach
Media Category Unique Visitor Growth and Reach
Publisher UVPublisher UV Publisher ReachPublisher ReachSocial UVSocial UV Social ReachSocial Reach
7%
-
1.0
2.0
3.0
4.0
5.0
6.0
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08
Media Category Visitation
• Visits to Publishers rose 33%, while number of Social sites visited rose 23%
Media category visits and average sites per unique visitor, December 2007 – 2008
33% 19% 23%Year-over-Year ∆(December 2007 vs. 2008)
Visi
tsAverage Sites/U
nique Visitor
Media Category Unique Visitor Growth and Reach
Publisher VisitsPublisher Visits Avg. # of Pub SitesAvg. # of Pub SitesSocial VisitsSocial Visits Avg. # of Social SitesAvg. # of Social Sites
28%
• 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
Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008
15%
85%
Publisher MediaPublisher Media
Social MediaSocial Media
Year-over-Year ∆(December 2007 vs. 2008)
2008
64%
94%
Publishers Social Media
• 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
Share of Time SpentShare of all time spent at the Top 1,000 Media sites, December 2007 – 2008
Publisher MediaPublisher Media
Social MediaSocial Media
Year-over-Year ∆(December 2007 vs. 2008)
21%
79%
2008
8%
-1%Publishers Social Media
-
100
200
300
400
500
600
700
800
Dec
-07
Jan-
08
Feb-
08
Mar
-08
Apr
-08
May
-…
Jun-
08
Jul-0
8
Aug
-08
Sep-
08
Oct
-08
Nov
-08
Dec
-08
-
50
100
150
200
250
300
• Social Media grew Pages Views enormously at the expense of Time Spent
Trended Page Views and Time SpentPage 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
Vie
ws
Hou
rs
PublishersPublishers Social MediaSocial Media
Outlook for 2009
• Look for Google momentum to continue growth in query volume and market share in 2009– Watch out for Microsoft to as they invest in improving queries per
searcher and searcher loyalty– Possible Yahoo partnership with Microsoft would create a real rival to
Google, with a combined 30% query share and strong base of loyalists
• Look for visitors and reach at Publisher and Social Media sites to level in 2009, but engagement to skyrocket– Expect Social Media to harmonize page views and time spent, striking
a balance between user engagement and display CPM– Publishers should continue to integrate Social Media functionality to
narrow the Social Media edge
Thank you
Media inquiries, please contact:
Alex PatriquinSenior AssociateOnline Media & SearchCompete, a TNS Media Companyp: 617-933-5724e: apatriquin@compete.com
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