From The Big Picture to the Basics
The revolution that is digital media continues its powerful pace in 2012.
In this edition of CLICK we bring you the highlights of comScore's major metrics on the growth of the web and social media, a perspective of the very Big Picture of what's happening online and, increasingly, via mobile communications.
At the same time, some eyecare professionals still need to get started. So we highlight a new e-book that can provide a path towards catching up.
Don't forget: the easy-to-access CLICK Archive located under the CLICK button at VisionMonday.com, which features dozens of Cool Tools, Sites to See and other resources for building your web image and your office's connection to patients.
Have you tried something new on your website or launched a successful social media campaign? Tell us about it and we'll consider it for an upcoming feature in CLICK.
—The Editors
From The Top of the Trees: comScore's 2012 Report on Digital Trends
The constantly shifting realm of internet and social media continues to pose new opportunities for business as it also dramatically transform social and cultural interaction. One of the leading authorities on the topic is comScore, which offers a suite of products, including comScore Media Metrix, comScore qSearch, comScore Ad Metrix, comScore Video. From the group's latest research, the 2012 Report on Digital Trends offers a top-line glimpse of key developments.
Among the highlights of the latest report:
Social Networking continues to amass online users and capture an increasing share of their time, redefining how people interact with their personal social circles and brands in both the online and offline environments. Social Networking accounted for 16.6 percent of all online minutes at the end of 2011 and is on track to surpass Portals as the most engaging online activity in 2012. Facebook continues to lead as the driving force behind this shift in consumer behavior accounting for the largest share of online minutes.
- Facebook-Led Social Media Market is Redefining Communication in the Digital and Physical Worlds
Social networking continues to amass online users and capture an increasing share of their time, redefining how people interact with their personal social circles and brands in both the online and offline environments. Social Networking accounted for 16.6 percent of all online minutes at the end of 2011 and is on track to surpass Portals as the most engaging online activity in 2012. Facebook continues to lead as the driving force behind this shift in consumer behavior, accounting for the largest share of online minutes across the entire web in 2011.
- Bing Gains Ground in Search
Although Google maintains a strong lead in the U.S. search market, one of the most notable stories in search in 2011 was Bing's positive growth trajectory. Bing closed out the year by surpassing Yahoo! for the #2 position among core search engines for the first time in its history, bolstered in part by its social search partnership with Facebook implemented in early 2011.
- Online Video Boom Signals Sea Change in Video Ecosystem
Online video viewing witnessed impressive gains across a variety of measures in 2011, signaling a behavioral shift in how Americans are consuming video content. More than 100 million Americans watched online video content on an average day to close out 2011, representing a 43 percent increase versus year ago.
- Smartphone and Tablets Fuel the Rise of the Digital Omnivore
The rise of smartphones and tablets has drastically altered consumers' digital media consumption. In 2011, the majority of all mobile phone owners consumed mobile media on their device, marking an important milestone in the evolution of mobile from primarily a communication device to also a content consumption tool. At the end of the year, more than 8 percent of all digital traffic was consumed beyond the 'classic web' via devices such as smartphones and tablets.
- E-Commerce is Back and Better Than Ever
Despite the backdrop of continued economic uncertainty, 2011 was a strong year for retail e-commerce. Throughout the year, growth rates versus the prior year remained in double-digits to significantly outpace growth at brick-and-mortar retail. Total U.S. retail and travel-related e-commerce reached $256 billion in 2011, up 12 percent from 2010.
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New E-Guide to Help ECPs Grow by Using the Internet and Social Media
A new and comprehensive e-guide on "How To Grow Your ECP Practice Using The Internet and Social Media," has been developed to help eyecare professionals better understand the benefits of having a quality online presence for their practice and familiarize them with the online tools available to help them get their practice online.
Written by Bob Main, who's Tomorrow's Optical site and blog consults with practices on the topic, the guide is a free download. The e-booklet, Main tells CLICK, will review the various online tools (i.e. Facebook, blogs, etc.) and explain how they can be used. "If you are an ECP or optical business manager that knows you should be doing 'something online', but are just not sure where to start, then this 20-page e-booklet is just what you need. It's developed to be a roadmap. It contains useful links to additional online educational resources that will give you the knowledge needed to get started in the online and social media game for your practice."
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Bob Main is an optical industry veteran, with over 25 years of retail optical experience and the last 5 years specifically engaged in internet marketing and social media. As an Internet Business Coach/Consultant, Bob's blog offers ECPs and optical retailers the information they need to learn how to grow their practice/business using the power of the internet.
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