ComScore：2014年美国数字营销聚焦.pdfVIP

U.S. DIGITAL FUTU RE IN FOCUS 2014 PAGE 1 PAGE 2 TABLE OF CONTENTS 4 Introduction 6 Multi-Platform 10 Mobile 15 Social Media 22 Video 26 Advertising 32 Search 35 E-Commerce 39 Conclusion PAGE 3 Introduction 2013 was another watershed year in the life of digital, marked by transformative changes in how people interacted with technology, how content evolved the new media paradigm, and how businesses developed through digital advertising and commerce. While certain industry observers lamented a relative lack of tech product innovation, what such proclamations ignore are the profound changes in digital consumer behavior across a variety of sectors, including mobile, social media, video, advertising, search and e-commerce. The incredible evolution occurring in the marketplace today is the result of several transformative shifts: Platform Shifts: Consumers are engaging with digital media across an increasing number of platforms, with mobile being the single most significant change in this landscape since the invention of the internet. As digital platforms continue to emerge, media fragmentation will only accelerate, creating the defining marketing challenge of this era. Content Shifts: People are rapidly changing the way they consume content as they shift from traditional media to digital media, requiring media companies to rethink the content experience and which formats – from both a media and advertising perspective – are best for engaging with consumers. PAGE 4 Demographic Shifts: Young people and Millennials play a critical role in leading shifts in consumer technology adoption and usage habits, in areas such as social media, mobile and video