According to new findings from ComScore, YouTube's number of 'views' are decreasing.  Since December, views on YouTube have dropped 28%, while March views are only slightly than they were a year ago. However, the change was intended, as YouTube aims to become a complete entertainment destination. 

According to the Newspaper Association of America (NAA), citing comScore data, newspapers' website traffic have improved in the first quarter of 2012, achieving a 4.4% increase in unique visitors, and 10% in average daily visitors among adults.

According to comScore, Amazon's Kindle Fire now accounts for more than half of all Android-powered tablets in the United Stated, reaching 54.4% from 29.4% just between December and February. The data underscores how quickly the Amazon tablet has gained traction since its November launch. While the online retail giant hasn’t specified how many units have been sold so far, analysts have estimated the company moved about 5 million in the fourth quarter.

According to digital analytics company comScore, Pinterest has recently had less traffic from unique visitors. Although the number of unique visitors is still up compared to recent months, Pinterest growth-rate has declined during the 'February to March' period when compared with the 'January to February' period.

According to research by ComScore, Facebook’s 1.3 trillion display ad impressions accounted for 27.9% of all the display ads served online in 2011. It was followed by Yahoo, with 529 billion impressions. These companies’ dominance of display ads is likely due to their ability to target ads to relevant visitors.

According to ComScore, online retail spending in the US reached $49.7 billion in the fourth quarter. This figure has increased by 14% year-over-year, and marks a ninth consecutive quarter of positive year-over-year growth. “The fourth quarter of 2011 capped off what was yet another strong year for online retail, one in which every quarter achieved double-digit increases versus the prior year,” said comScore chairman Gian Fulgoni.

According to a new report from the Newspaper Association of America, traffic to newspaper websites rose nearly 6% during the fourth quarter of 2011. Newspaper sites had more than 111 million monthly unique visitors, an yearly increase of about 6 million. According to the Newspaper Association of America's analysis of comScore data, a total of 63% of all U.S. adult Internet users visited newspaper sites during the quarter. 

According to a study ComScore, 30% of ad impressions on the web never actually seen by a viewer. According to the study, 69% of ad impressions were classified as being in view, while the remaining 31% were delivered but never seen by a consumer for various reasons. ComScore's study involved 12 national brands, 3,000 placements, 381,000 site domains and 1.7 billion ad impressions.

A new study by ComScore has found that only 15% of display advertising budgets are spent on social networking sites. According to the study, social networking now accounts for one of every five minutes spent online. Social networking leads in the number of display ads delivered, and accounts for more than 28% of ad impressions in the US. Even so, the study found that display advertising on social networking sites failed to acquire larger budgets.