Reston, Va.—Although e-commerce was down slightly last year in the U.S., significant growth occurred in the search, social and display channels, according to comScore's “Digital Year in Review.”
The digital marketing company reported that e-commerce last year declined 2% to $209.6 billion, the first negative growth year on record for the category. Travel e-commerce was down 5%.
However, the number of search engine queries in the U.S. grew 16% last year. The social channel also saw large increases, with Facebook hitting 112 million users in December, up 105% from the year-earlier period, and Twitter recording 20 million users, up from 2 million in December 2008.
The number of display ads last year, 4.3 trillion (excluding video), was 21% higher than in 2008.